“Increasing transactional speeds by the carriers drives a proportionate increase in content demand. These speeds are increasing due to both network upgrades to 3G, as well as faster chip sets in the devices. The convergence of these two technology upgrades enables a much faster wireless experience, which has been somewhat of an inhibitor to adoption in some areas.” — Michael Robinson, Motricity.
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RESEARCH TRIANGLE PARK — The more hires and announcements that are made, the more it becomes clear that Motricity is on a fast-track of growth and has significant plans to be a major player in the emerging market of applications and content for high-speed wireless networks.

The latest indicator of Motricity management’s voracious appetite for growth in the multimedia world of 3G, or third generation networks, came on Monday. The firm, which recently announced a major content deal with Cingular, disclosed the creation of a new executive post — president for its mobile content solutions group — and the executive named to the role.

He’s Michael Robinson, a longtime veteran of the wireless industry who helped launch Sprint PCS. Sprint PCS has long been a leader in developing and deploying high-speed wireless capabilities and searching for content to provide its subscribers.

LTW asked Motricity Chief Executive Officer Ryan Wuerch why he chose to invest some of Motricity’s recently raised $27 million in venture capital in the new post and why he hired Robinson.

“Robinson’s 31 years of robust experience across wireline and wireless telecom markets and technologies helps assure global view of telecom evolution thinking at the senior leadership level,” Wuerch said via email. “He has innovated and implemented as an industry leader in the Motricity market space and demonstrated consistent ability to deliver on commitments. His track record is stellar and he has a leading reputation of building some of the best performance teams in the industry.”

Wuerch added that the new position “is created to take Motricity to the next level in terms of market development and operational maturity.”

LTW also asked Robinson a series of questions about his experiences in wireless, what he sees coming in the near future, and why he joined Motricity.

In his answers, Robinson pointed out that Motricity has big plans to provide services and applications for wireless providers and consumers. Motricity supports a wide variety of content already, such as ebooks. Much more apparently is en route.

You have obviously been involved in mobile networks and content for some time. What makes the Motricity opportunity appealing?

The wireless industry is at a significant growth inflection point specific to content demand.

As wireless networks upgrade their speeds, more users will be leveraging that with demand for content that helps them simplify their life as well as personalize their wireless experience. The attraction of Motricity is the combination of proven technology and ability to deploy innovative solutions quickly that serve these customer needs.

To build on that question, what opportunities for growth/impact can he cite for Motricity? As technology developer and applications/content provider, or one over the other?

The current platform that Motricity has in production is one of the largest in the industry, currently serving an addressable customer base of approximately 120 million subscribers. So clearly our success at Motricity is centrally focused on leveraging and growing that platform to serve more customers worldwide.

However we are also focused on ongoing technology development and seeking ways to bring innovative solutions to the market place.

Additional areas of development for Motricity include technology that incorporates behavioral sciences into the delivery of mobile content which will leverage consumer buying habits/patterns into the delivery of mobile content and data”

The momentum toward 3G content continues to grow, as you well know. What factors are driving demand for content – entertainment, business needs, etc? And do you see the trend continuing?

Increasing transactional speeds by the carriers drives a proportionate increase in content demand. These speeds are increasing due to both network upgrades to 3G, as well as faster chip sets in the devices. The convergence of these two technology upgrades enables a much faster wireless experience, which has been somewhat of an inhibitor to adoption in some areas.

Also continuous improvement in usability such that users find content intuitive and easy to use drives adoption of content faster, and increases the satisfaction of the user experience. Both of these focal points drive consumer and business content adoption.

What are the major lessons you have learned from your experiences and career that you plans to apply to Motricity position?

A. Obsessively focus on the end user experience to assure ease of use

B. Implement and nurture an “execution excellence” culture where we “do the right things right the first time”

C. Develop leadership team that is diversified in experience and core competencies with a unified view of world-class performance

For more about Motricity, see: www.motricity.com
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Rick Smith is managing editor of Local Tech Wire.