Advanced Television

Ericsson Media Solutions becomes MediaKind

July 10, 2018

By Colin Mann

With the deal announced January 31st shortly to close that will see One Equity Partners, a private equity firm with deep expertise in media and telecom investment, set to become the majority owner of Ericsson Media Solutions, and with broadcast technology trade fair IBC a couple of months away, Ericsson Media Solutions has revealed a new identity for the business – MediaKind.

Designed to embody the concept that media should inspire and unite humankind, company executives suggest that MediaKind draws on Ericsson’s 150-year heritage of bringing communities together through pioneering fixed and mobile communications and unites a number of media technology pioneers under one common identity.

“It addresses a new age where media is the fabric of society, captivating audiences, changing perceptions and bringing us together,” they say. MediaKind’s mission is to lead the future of global media technology and be the first choice for service providers, operators, content owners and broadcasters looking to create and deliver immersive media experiences for everyone, everywhere.

“We understand the power of media and how it is evolving,” commented Angel Ruiz, CEO, MediaKind. “It runs in our DNA and it’s our passion. With our pioneering heritage and strong foundations fuelled by deep innovation, we have a single goal in mind: to enable our customers to create and deliver immersive media experiences.

He suggested the business was “uniquely positioned” to help shape and lead the future of global media technology, and that its technologies, established industry heritage and forward-thinking experts equip organisations with the end-to-end technology solutions needed to embrace media of all kinds.

The rebranded unit combines the strength, power and heritage of media technology players such as Aspex, Azuki Systems, Envivio, Fabrix, HyCGroup, Microsoft Mediaroom and TANDBERG Television, acquired in recent years by Ericsson’s erstwhile parent and still 49 per cent owner.

Launching the new brand identity, executives confirmed that MediaKind will continue its deep investment into its product portfolio as part of its commitment to helping its customers differentiate and address the shifting media marketplace.

“Media has the power to inspire, influence and be truly immersive – the very embodiment of our exciting new MediaKind brand,” commented Arun Bhikshesvaran, Chief Marketing Officer, MediaKind. “Media unites us all and MediaKind is uniquely positioned to drive the human entertainment experience forward for everyone, everywhere. We have the right technologies, an outstanding team and deep media know-how – a combination that will enable us to provide the leadership our customers need during a period of great transformation to a new multi-screen, on-demand and immersive world of entertainment.”

Angel Ruiz, Chief Executive Officer, MediaKind, noted that the unit’s media involvement was currently heavily entertainment based, he envisaged this increasingly encompassing such area as security and safety in the future, with machine learning and AI playing a growing role.

“Finally, the unit can get on it with business,” noted Paolo Pescatore, Technology, Media and Telecoms analyst. “This represents a new start and it must deliver. No more second chances. Arguably, the unit should be well placed to exploit the opportunities in convergence underpinned by the growing demand of video usage. The equity firm can ensure a commercially minded focus, while it can still rely on Ericsson’s vast technical expertise and huge connections to thrive.”

“There will be obstacles that it still needs to overcome. In particular, regaining trust among existing and new customers. The new brand and future plans will go some way to restore confidence and rebuild credibility with the burgeoning media and telco industries.”

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