GIPS Explains Its Positioning in HD Voice and Video

In the lead-up to the forthcoming eComm Europe Conference organizer Lee Dryburgh interviews some of the speakers. This past weekend he posted an interview with GIPS CTO Jan Linden (picture below) and CMO Joyce Kim where they talked about (i) the role of codecs in delivering overall high quality HD voice and (ii) the emergence of H.264 SVC as a video codec standard.

Lee started off the questioning by asking about where the audio codec plays its role in delivering wideband audio and HD voice; Jan responded by talking about “the total HD voice experience”:

A codec is obviously an important part, but it’s not everything that makes the HD Voice experience. If you look at the analogy of a car, you have a lot of different things like tires, body, steering wheel, etc. and – the codec – let’s say that’s the tires. It’s one very important part that makes the whole thing run smoothly, but without all the other pieces, you don’t get the full experience.

That said, we’re very much focused on HD Voice, and the things we do, in addition to codecs, is things like jitter buffer and packet loss concealment. Those are things to address what happens on the network. We also address things that handles on the device, like sound card. For video, it’s cameras, microphone adjustments, speaker adjustments; all those things are necessary for the great experience.

They go on to talk about how GIPS is emerging as a full R&D facility, innovating incrementally and building voice quality expertise in a way such that third party attempts at replication run up against time-to-market issues due to GIPS’ long term experience with codecs. (Ed. – Perhaps Skype, with its SILK codec and experience with network bandwidth management is the only other company developing superwideband HD voice at this level.) When asked about where SILK could play a role Jan responded:

We do so much more than a codec, and in fact, SILK is a very attractive codec for our customers to use, in conjunction with the rest of what we do. Again, we look at SILK as the wheels or the tires of the car and we provide the rest of it to put the whole car together. That means that SILK, standard codecs like G72.1 AMR [G.721] wideband, you name it; they all fit into our solution.

Lee then opens up a discussion about GIPS’ widely implement iSAC wideband codec and the recent development of a superwideband mode for this codec. Lee effectively summarized GIPS role in the market, for companies that want to incorporate voice and video calling into their offerings, stating:

Okay, so what you’re doing is knocking down time to market for companies and you’re also knocking down the cost of providing voice – audio, I should say, to be more general, and video solutions for devices, software, and so forth. It’s about time to market, it’s about saving money.

Lee, Jan and Joyce then went on to talk about the emerging H.264 SVC video codec and its layering architecture that optimizes performance in a video conference that bridges a range of end point devices and the various devices’ respective network speeds. Click here for the complete interview. But since that will be the subject of Jan’s talk at eComm Europe 2009, I’ll end this post by suggesting that you consider attending for the conference to learn more details.

Click here to register with a 10% discount.

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About Jim Courtney

Bringing over thirty years' experience in the sales, marketing and management of cutting edge technology businesses.

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