Cingular Wireless L.L.C. infused some new blood into the languishing push-to-talk market with the launch of its PTT service. The carrier joins a market dominated by Sprint Nextel Corp.’s iDEN-based PTT service, despite much-ballyhooed launches from rivals.
As had been expected, the Cingular service uses Kodiak Networks’ Real-Time Exchange System, which also powers PTT offerings from Alltel Corp. and a handful of smaller domestic operators as well as European operator Orange SA. Amp’d Mobile Inc. also is expected to use the Kodiak platform when it launches wireless service.
Analysts have noted that the Kodiak platform, which operates over a circuit-switched network, provides quicker call setup and shorter intra-call latency performance compared with packet data-based PTT services being offered by Verizon Wireless, Sprint Nextel and U.S. Cellular Corp. Observers have also noted that the Kodiak-based PTT performance is nearly comparable in performance to Sprint Nextel’s iDEN-based service.
“While Sprint Nextel’s iDEN-based PTT technology is considered the benchmark for PTT in terms of call setup and low latency, Kodiak’s technology has proved to be a competitive solution,” noted ABI Research.
With the Kodiak platform using a carrier’s circuit-switched network, Cingular said the service would be available across its so-called “Allover” network, which covers more than 270 million potential customers. Packet-based PTT services are typically only available where an operator offers data services. Cingular claims to have the largest domestic PTT network and said it plans to offer international PTT services next year.
Like other operators using a Kodiak-based PTT service, Cingular said its service allows users to convert a PTT call into a cellular call without losing the connection. The service also offers call waiting, contact alerts, voice messaging and “call me” alerts. The Cingular service uses the same phone number for both cellular and PTT calls.
Cingular noted that the PTT service would be available as a $10 addition per line per month to its Cingular Nation Plans or business accounts, or users could add the service to up to 5 lines for $20 per month on its family plans. All PTT plans include unlimited usage, though calls transferred into a cellular call will be charged against a user’s calling plan.
The service will launch with a pair of handsets from Samsung Electronics Co. Ltd. and LG Electronics Co. Ltd. The Samsung d357 is set to retail for $100 after rebates, while the LG F7200 slider phone retails for $70 after rebates. Cingular is offering a buy-one-get-one-free promotion on both handsets.
While Cingular entered the PTT game later than some of its competitors, analysts noted the delay could pay off as sluggish performances from earlier-to-market carriers have left a bad impression on consumers.
“Cingular took their time and got it right,” noted Andrew Seybold, president of Outlook 4Mobility. “The company recognizes that push-to-talk is just the jumping off point for adding a series of value-added services that will appeal to both existing PTT customers as well as an entirely new set of customers.”
Seybold added that the PTT service could be especially attractive to teens, who typically prefer to chat in groups and have shown interest in more advanced messaging applications.
The PTT offering is also expected to appeal to more traditional business users, which make up a bulk of Sprint Nextel’s more than 15 million iDEN subscribers.
