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Sound on: Mastercard debuts sonic brand

One knows what Mastercard looks like, but what does Mastercard sound like?Mastercard is setting a new tempo for brand recognition by debuting its sonic brand identity. Wherever consumers engage with Mastercard across the globe – be it physical, digital or voice environments – the distinct Mastercard melody will provide simple, seamless familiarity.

Click through to hear what Mastercard sounds like, and read more about the sonic brand.

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The news comes on the heels of the company’s recent transition to a symbol brand and is part of its continued brand transformation.

“Sound adds a powerful new dimension to our brand identity and a critical component to how people recognize Mastercard today and in the future,” says Raja Rajamannar, chief marketing and communications officer at Mastercard. “We set out an ambitious goal to produce the Mastercard melody in a way that’s distinct and authentic, yet adaptable globally and across genres. It is important that our sonic brand not only reinforces our presence, but also resonates seamlessly around the world.”

Global Resonance, Local Relevance

In pursuit of this resonance, Mastercard contracted musicians, artists and agencies from across the globe, including Mike Shinoda of Linkin Park.

The result is a distinct and memorable melody with adaptations across genres and cultures, making it locally relevant while maintaining a consistent global brand voice. In addition, the use of varying instruments and tempos help to deliver the Mastercard melody in several unique styles, such as operatic, cinematic and playful, as well as a number of regional interpretations.

The Mastercard melody is the foundation of the company’s sound architecture and is expected to extend to many assets, from musical scores and sound logos to point-of-sale acceptance sounds.

“What I love most about the Mastercard melody, is just how flexible and adaptable it is across genres and cultures,” says Mike Shinoda. “It’s great to see a big brand expressing themselves through music to strengthen their connection with people.”

A Digital Brand for a Digital Consumer

Audio identities not only connect brands with consumers on a new dimension, but they are also tools enabling consumers to shop, live, and pay in an increasingly digital and mobile world.

“Audio makes people feel things, and that’s what makes it such a powerful medium for brands, says Matt Lieber, co-founder and president of Gimlet. “With the explosion of podcasts, music streaming, and smart speakers, an audio strategy is no longer a “nice-to-have” for brands – it’s a necessity. A sonic identity — the audio calling card for a brand — is now just as important as a brand’s visual identity.”

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Ruckus ICX 7850 Switch — Pay-as-you-grow

Ruckus Networks has unveiled its new ICX 7850 network switch: an edge-to-core solution for “the next decade of enterprise networking”. The stackable switch delivers high-density aggregation for 10GbE, 25GbE, 40GbE, 50GbE, and 100GbE using existing customer equipment, making it suitable for large, secure enterprise edge networks in education, government, and enterprise settings.

Click here to read about the switch’s pay-as-you-grow abilities.

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The “pay-as-you-go” design can enable enterprise-scale networks to keep pace with advances in wireless technologies – such as 802.11ax (Wi-Fi 6), IoT, and LTE – to accommodate continued multi-gigabit network growth. 

Siva Valliappan, VP of wired products of Ruckus Networks, said: “The ever-increasing need for Wi-Fi connectivity is taxing network cores, but the solution to keeping up with the proliferation of devices and advances in wireless technology does not need to be complex or expensive. The Ruckus ICX 7850 switch simplifies multi-gigabit network upgrades and reduces the total cost for enterprises through its ability to scale quickly and linearly to address current and future network demands.”

The switch can scale up to 12 in a stack, which rivals the density of traditional chassis-based data centre and enterprise switches. The hitless stack failover, multi-chassis trunking, and in-service software upgrades reduce downtime significantly. The available SmartZone network controller enables configuration, monitoring, and troubleshooting for the entire Ruckus ICX switch portfolio and wireless access point network. This highly scalable approach is easier to manage with reduced power and cooling requirements and a lower total cost of ownership.

Security and Encryption
In 2019, network security at a hardware level is vital, and this switch supports the latest security standards and encryption technologies. ICX switches have been deployed in the U.S. federal government for over two decades, and comply with federal certifications, including FIPS, Common Criteria, CSfC, and JITC. It also supports Media Access Control Security (MACsec), a Layer 2 security technology, based on symmetric cryptographic keys, to provide point-to-point security on Ethernet links between nodes.

Many organisations, particularly school districts with older, existing networks that have OM1 or OM2 fibre optic cables require Long Reach Multimode (LRM) optics to achieve the 10 Gbps connections needed for today’s bandwidth requirements. The ICX 7850 provides investment protection and an upgrade path for customers with older fibre infrastructure by providing support for LRM optics.

The switch is now available globally.

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Nokia launches off-the-shelf IoT packages

In advance of Mobile World Congress, Nokia has launched a range of off-the-shelf Internet of Things (IoT) packages to help operators win new business in IoT markets. In addition to enabling operators to achieve a faster time to market, the packages simplify the set-up and operations of enterprise IoT services.

Click through to read about how Nokia is set to help farmers change agriculture.

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The platform is built on the Nokia Worldwide IoT Network Grid (WING) infrastructure, which provides global IoT connectivity and services support. WING’s applications include IoT sensors, user applications, and business models suited to specific sectors. Its managed service approach also offers a “pay-as-you-grow” business model, giving operators the flexibility to quickly scale up IoT services as required.

Market-ready solutions are available on the platform to help reduce the challenges facing IoT operators. These include the need for specialised expertise, the complexities of combining fragmented IoT connectivity infrastructure, and the risk and effort of setting up and working with multiple service providers globally. 

The four new solutions announced this week by Nokia include:

  • Smart Agriculture as-a-Service: Sensors capture environmental, soil, and crop data, which is analysed to provide insights that help farmers manage crops more effectively, potentially saving costs on irrigation, pesticides, and fertilisers.
  • Livestock Management-as-a-Service: Tracking devices and biosensors monitor animal health to provide ranchers with early alerts when abnormalities are detected, protecting valuable livestock and improving yields.
  • Logistics as-a-Service: IoT sensors enable tracking of the global movement and condition of goods through the supply chain to help enterprises quickly identify incidents and even predict future events to optimize delivery and logistics process efficiency.
  • Asset Management-as-a-Service: Connecting products anywhere in the world enables their status and performance to be monitored centrally, helping enterprises provide a better service to their business and consumer customers.

Nokia is trialing Agriculture as-a-Service with an African operator and working with leading services and consulting firm on Asset Management-as-a-Service to help them offer more advanced services.

Ankur Bhan, global head of WING Business at Nokia, said: “The IoT is a growing opportunity for operators to win new enterprise customers and significant additional revenue in a diverse range of vertical markets. With minimal upfront investment, an operator can now quickly get a service to market and generate IoT revenues. We expect these vertical solutions to encourage more operators to connect to Nokia WING, expanding its global footprint and broadening the range of capabilities and services that will become available. We already have several more vertically-focused as-a-Service packages in the development pipeline.”

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