Radware (Nasdaq: RDWR), the leading provider of integrated application delivery solutions for business-smart networking, today announced that Pelephone, one of Israel’s leading mobile operator and telecommunications providers, will deploy its Mobile Internet Gateway (MIG) solution for dynamic traffic steering and flexible policy enforcement; supporting Pelephone’s Mobile Service Platform, which serves 2.7 million mobile subscribers.

The growing popularity of mobile devices has increased demand for traffic-consuming mobile applications. This mobile broadband explosion, where customers want unlimited browsing access to Internet portals, content and application sites, led Pelephone to invest and expand its 3G and core infrastructure, introduce 3.75G radio access technologies, and restructure and secure its Multi Service Platform (MSP) architecture - to better support the new mobile service demands. As a result, the Company enlisted the help of Radware to implement its vigorous, reliable MIG solution, to improve value-added service (VAS) utilization.

“The acceleration of new mobile applications coming to market, combined with a steady adoption of sophisticated communications devices has created a glaring need for mobile operators to commission the types of integrated solutions that promote reliable network services at rapid speeds,” said Doron Kurtz, VP engineering , Pelephone. “By leveraging Radware’s technology, we have the flexibility to steer traffic according to dynamic policy decisions, maintain efficient bandwidth management, achieve better network cost per bit, and reduce network vulnerabilities.”

As part of the MIG solution, Pelephone has deployed Radware’s Content Inspection Director (CID) ®, a transparent smart redirection and dynamic policy enforcement device. This helps Pelephone increase user-content-handset visibility, quickly introduce new value-added services, and enrich content to support the movement towards an “open garden” concept, which can support the introduction of application and content from Internet application service providers.

Using CID’s smart traffic steering engine on Radware’s OnDemand Switch™ platform, Pelephone can dynamically enforce policies according to real-time network and service preferences, and also align services according to user profiles based on real-time queries from external user repositories. Additionally, the OnDemand approach allows Pelephone to scale service throughput up to 16Gbps on a “pay-as-you-grow” model. With Radware’s integrated solution, Pelephone can enhance customer QoE and rapidly introduce new monetization engines/applications to address competition outside the “walled garden,” which could potentially lower Pelephone’s ARPU (average rate per user).

“The introduction of mobile broadband radio technologies such as HSxPA, along with a width range of ‘traffic guzzler’ smart-phones and applications, required Pelephone to invest in new technologies that would best control the growing traffic within its network, keeping subscribers satisfied with new value-added services and finding ways to generate revenue to stay market-competitive,” said David Aviv, Vice President, Advanced Services, Radware. “Radware’s Mobile Internet Gateway solution is specifically designed to provide mobile operators the tools they need to transparently manage their traffic, increase visibility, reduce operational expenses, and ensure ongoing return on investment - in both current architecture and support future migration towards 3GPP Rel 8 and Rel 9 (LTE) based network architectures.”

Radware’s AppDirector® and CID solutions is part of the Company’s Business-Smart Data Center strategy, which is based on an approach to offer a range of innovative capabilities inclusive of pay-as-you-grow procurement models and a series of compelling ‘on demand’ platforms. For more information about Radware, its products or business strategies please visit: www.radware.com.

About Pelephone

Pelephone Communications Ltd. has pioneered the mobile communications sector in Israel, which was established in 1986 by the two telecommunications giants – Motorola and Tadiran.  Since 2004, Pelephone has been fully owned (100%) by Bezeq, the largest and leading telecommunications corporation in Israel. Pelephone has about 4,300 employees who serve above 2.7 million subscribers.  Customer Service: Pelephone’s service vision is based on the desire to provide customers with a service experience comprising human and personal service and quality, swift and professional responses, while supplying suitable solutions for every customer and their unique needs. Pelephone operates call centers in Hebrew, Russian and Arabic and operates service and sales centers from Kiryat Shmona to Eilat. The company operates  about 200 sales points throughout Israel.

About Radware

Radware (NASDAQ: RDWR), the global leader in integrated application delivery solutions, assures the full availability, maximum performance, and complete security of business-critical applications for nearly 10,000 enterprises and carriers worldwide. With APSolute®, Radware’s comprehensive and award-winning suite of application delivery and network security products, companies in every industry can drive business productivity, improve profitability, and reduce IT operating and infrastructure costs by making their networks “business smart”. For more information, please visit www.radware.com.

• looking for information or contacts in Israel mobile industry? contact me at geva@kraoz.com
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• looking for information or contacts in Israel mobile industry? contact me at geva@kraoz.com

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• looking for information or contacts in Israel mobile industry? contact me at geva@kraoz.com

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• looking for information or contacts in Israel mobile industry? contact me at geva@kraoz.com

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Looking for information or contacts in Israel mobile industry? contact me at geva@kraoz.com

The iphone is coming to israel. Both pelephone and partner announced today that they will start selling the iphone in 2009.

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Looking for information or contacts in Israel mobile industry? contact me at geva@kraoz.com