August 6, 2015 — While well known among carriers and integrators, JMA Wireless has sought to increase its profile among enterprise users of wireless. Since Todd Landry joined the company as VP of product and marketing strategy last fall, the company has shifted into high gear with outreach to the vertical enterprise community, appearing at around 30 vertical industry conferences this year.
“We are attending nearly 30 events this year, including vertical industry conferences,” Landry said. “We are doing education and thought leadership directly into the enterprise end user space. We do that to drive visibility concerning what we can do with our technology. All of the opportunities that arise from that we drive back through our partner channel.”
Among the conferences JMA Wireless is attending include HITEC (Hospitality Industry Technology Exposition and Conference), SEAT (Sports & Entertainment Alliance in Technology) conference, HIMSS (Healthcare Information and Management Systems Society) annual conference.
In talking to the enterprises, JMA Wireless spends a fair amount of time addressing the much talked about, and least understood, small cell technology trend, discussing where small cell deployments do and don’t make sense.
“We address all the pent up energy around small cells. They fit into smaller buildings, where it is not cost effective to place a complicated DAS,” Landry said. “When you go upstream into 100,000-square-foot and larger buildings, small cells create too much interference, because you have to deploy three or four parallel systems for each carrier.”
Because of the limited flexibility in their antenna elements, small cells don’t have the ability to be optimized for a particular building design, according to Landry.
“You don’t get the coverage you expected and worse you get a lot of interference from one small cell to another,” Landry said. “The technology was not designed for so many soft handoffs and they burden the call control layer of the network. The performance is degraded dramatically.”
JMA Wireless’ DAS Strategy: Go Big
JMA Wireless targets larger scale buildings, 100,000 square feet and up, which are the sweet spot for DAS, according to Landry. Today, JMA Wireless is a designer and manufacturer of infrastructure for in-building DAS coverage, metro/outdoor DAS and macro cell sites. Its DAS deployments include LEVI’s Stadium, Memphis International Airport, Gwinnett Medical Center, Daytona Speedway and Marriott Courtyard Times Square.
JMA Wireless introduced a centralized DAS (C-DAS) product earlier this year, which uses an architectural approach to minimize the amount of infrastructure that must be deployed on the premises of a building. As the latest version of the Teko platform, C-DAS makes better use of core processing resources to enable cellular coverage for metro and campus areas, enabling a centralized RAN that serves several locations. Additionally, it allows central BTS hotels to support multiple surrounding venues, according to Landry.
“Enterprise are treating DAS networks like IT infrastructure,” Landry said. “The enterprise buys the DAS and then licenses the interconnect from the carrier to bring their cellular bands into the facility. When you have a headend system in a central location and distribute it across multiple facilities in a metro area, you can get greater economies of scale.”
New technologies, such as C-DAS, are needed to open up the enterprise market for DAS, changing the cost structure and streamlining the delivery model. “The enterprises are looking for a way to make these communications systems cost effective and easier to deploy,” Landry said.