Creator Tech smoothes iiNet’S transition to Advanced Multimedia Carrier

Market entry company Creator Tech has introduced deep packet inspection (DPI) solutions to iiNet to provide a key enabler in the Internet service provider’s transition to becoming an advanced multimedia carrier.

Creator Tech’s brief from long-standing Canadian client Sandvine was to plan a go-to-market strategy, and execute it in Australia and New Zealand.

The first step was to identify key benefits that could be offered to Australia’s leading ISPs. When used on international links, DPI solutions save considerable expenses for the carrier deploying them.

Beyond cost-saving, Creator Tech was also passionate about the need for carriers to take a close interest in their end customers’ content requirements. With this knowledge they can offer customers ‘more of what they want’ and also optimise quality of service when customers access this content.

“In short, service providers needed to become more like broadcasters – knowledgeable about what programs were valued by the audience,” said Creator Tech CEO Steve Mackay.

His company approached top service providers, several of which had already had a positive experience of the company’s market entry projects. Australia’s largest ISP, iiNet, agreed to meet at senior level.

It transpired that iiNet had been using a DPI solution for four years, while another ISP that iiNet was in the process of acquiring was already operating a second such solution.

To complete the competitive picture, one of the two DPI competitors had been using this ISP as a key reference account, and was fighting hard to retain the account with attractive upgrades and pricing.

As part of consolidating iiNet’s and its acquisition company’s networks, iiNet needed to upgrade international links and manage traffic over those links. Creator Tech suggested this represented an opportunity to look at a fresh solution, and carried out a deep analysis of requirements.

Creator Tech consultant Pua Yeow Khoon said: “We white-boarded how our proposed solution was a superior technical fit and looked at future benefits to be derived from increased customer awareness.

“This resulted in iiNet conducting a technical shootout between the competing DPI products. A successful shootout was followed up with a comprehensive proposal which fulfilled immediate and future technical requirements as well as business implementation, timeline, and cost of ownership.”

In awarding the DPI contract, iiNet commented that the solution elegantly met business requirements, while the Creator Tech team’s responsiveness was the best they had ever encountered.

About Creator Tech

Creator Tech (www.creatortech.com ) has been responsible for introducing innovative solutions from Sandvine Inc, Bridgewater, Starent (now part of Cisco Systems), P-Cube (now part of Cisco Systems), Kagoor (now part of Juniper Networks), Hatteras Networks and others; as well as assisting organisations like JDSU, 3Com (now part of HP), Alcatel-Lucent, F5, Siemens Communications, Huawei and Polycom.

Creator Tech’s services include ‘Virtual Country Manager’ and ‘Marketing as a Service’.

For more information

David Frost PR Deadlines, for Creator Tech Phone: +61.2.4341 5021 Email: davidf@prdeadlines.com.au