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Cellebrite: Decoding mobile data, CSI Style

Zafar Anjum | Nov. 21, 2013
Zafar Anjum spends some time with Dave Golding, GM of Cellebrite APAC to learn about the unique offerings of his company in the cellphone retail and diagnostics areas

They are a very strong market share, and the same in Western Europe, where I personally concluded two global agreements over there, one with the Vodafone group. We supply all the Vodafone affiliates around the world - we supply the equipment. Our equipment is in their mobile retail shops, and the same with Orange (in France and UK).

Zafar:  To clarify, they use this equipment to transfer data from phones?

Dave:   Absolutely. The basic offering, for example, on the - let us spin it off. First we will talk about retail, and then we will talk about the forensic. On the retail side, the basic offering, the ABC, the bread and butter that we do is that we are situated in the mobile retail space point of sale, and the basic idea is that when a customer comes into a shop and he is upgrading from his old Nokia, or even from his current smart phone, and wants to buy a new smart phone, it is almost a prerequisite - well, it is a prerequisite, that that customer expects everything to be transferred from his old phone to his new phone when he walks over to the shop.

Now, you could say, "Yes, but listen, today's smart phones you can do that with the cloud, you can sync it, it is all so simple today." It is. It is, but our target audience is the mobile retail shops. In the mobile retail shops, the people who come in are not the techies, and they are not necessarily the youth market. I do not know you, but it could be your mother. It is definitely my wife. It could be your sister.

Zafar:  I think the majority of people are like that, yes.

Dave:  Yes, because if I say to my wife, for example - I always use my wife as an example, because she is not here - and I say, my wife has got two university degrees, so she is not a stupid girl. But if I said to my wife, "Here is your smart phone. Go and sync it over the air," she will throw it back at me, not because she does not understand. It is because she is not particularly interested. She expects it to work. When you go into a shop and you buy something like this for hundreds of dollars, the least that you expect is, when you are walking out of the shop, you do not then have to go back and start going into a Nokia PC suite and something like that.

This is very, very important, and that is the core message, because we have the ability to transfer from an old phone to a new phone, and it is cross-brand, cross-technology. We do it from Symbian to iPhone, and we do it from iPhone to Blackberry, and Blackberry to Android, and Android to Windows, because we have that capability.

 

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