Cellcom Israel, the largest Israeli mobile operator, has deployed Mobixell Networks Videon mobile video optimisation, adaptation and delivery platform, to further improve mobile video quality on the widest selection of mobile devices. Mobixell says the solution will also allows the operator to enable multiple video services and  optimize video traffic in order to reduce costs.
Cellcom Israel is consolidating its video services from a variety of separate systems onto the Videon platform to enable it to increase the variety of video formats and number of supported devices using a single, centralised adaptation and delivery platform, which optimizes and adapts both live and streamed video content from various sources in real time.
The Videon solution enables operators to maximise the opportunities for generating additional mobile video content offerings from a variety of sources, including the web (web-cams and broadcast content available only on the web such as 24/7 reality shows); live TV; and VOD (video on demand) libraries. The video quality is optimised to the changing network conditions to maintain a connection.
Mobixell says that Cellcom Israel will benefit from video traffic optimization and management, and real time transcoding support for many different handsets, delivering the optimum video quality for each handset or mobile device. Another key advantage of using Mobixells Dynamic Bit Rate Adaptation technology, embedded in the Videon solution, will be to allow different types of video content to be optimised on-the-fly for each mobile user, based on available bandwidth, network and device type.
The deployment – completed in February 2010 – was initiated by the desire to find a more efficient way to automate and streamline the delivery of enhanced video services, including both live channels and on-demand content. These included broadcasting a variety of live webcam feeds, located in public places such as clubs and bars, holy places and traffic hot spots, as well as user-generated content) and a VOD catalogue. The Videon solution offered support for all these different video formats on a single platform and enabled broadcast content, to be sent to mobile users using the same feed as the Internet portal. Videon is tightly integrated into Cellcom Israels network elements and billing system to perform user Authorization, Authentication and Accounting (AAA); handling this integration in one centralized system for multiple services and different devices enables cost savings.
We are focused on delivering the optimal variety and quality of video for our mobile users, whilst reducing expense, says Cellcom Israel Engineering VP, Isaiah Rosenberg. Mobixells Videon scores in all these areas, allow us to capitalise on the growing demand for mobile video services, whilst keeping costs under control.