Written by Emmanuela Spiteri, Senior Marketing Director at Mavenir
Hello, I’m Emmanuela - or Emma, as most people in the office call me - and I am a Senior Marketing Director at Mavenir, a network software provider company which focuses on the vision of a single, software-based automated network that runs on any cloud.
As head of the global marketing function, I work closely with the company’s executives and business leads to deliver our communications, product launches, campaigns and events. I have spent the last 15 years working in telecoms: it is exciting to be a part of innovation and instigate change.
Mavenir has been the voice of network virtualization for the past decade, working with operators globally in their transition to embrace digital transformation. We increase network scalability and automation, building a new generation of mobile networks which are cloud-native and software-based, open and interoperable, and not dependent on proprietary hardware.
Our team works with over 25o mobile operator customers across 120 countries. To put that into context, we serve more than 50% of the world’s subscribers. Mavenir delivers the full network, end-to-end - or as I like to say, “From soup to nuts”, covering all aspects of the mobile network delivery including full networks, systems integration as well as specific elements within the Core or RAN.
What differentiates us? We focus on software-driven, open and interoperable network solutions, which ensure operators avoid vendor lock-in. This aligns with DSIT’s diversification agenda: the UK government is committed to growing the telecoms ecosystem, building the technology required for mobile operators to build and launch the networks of the future.
1/ What do you enjoy most about working in this space?
The ever-changing environment. My career in telecoms started in Cambridge working for a start-up that built the first ever 2G picocell for in-building connectivity. I was part of the marketing team which brought the 3G residential small cells to AT&T. Fast forward to today and I find myself in the world of 5G cloud-native software-defined network automation. Telecoms is such a competitive space and operators need to always be looking at different ways to improve and optimise to meet the demands for improved connectivity. Some might argue that it’s not quick enough. But the first G was introduced in the UK in 1985 and we are now on the 5th (close to 6th) network generation. That’s pretty impressive!
2/ What’s the most ridiculous thing you’ve done in the name of work?
Planning and attending the Mobile World Congress six months pregnant. Oh, and using my belly to get to the front of the taxi line-up…
3/ What excites you most about working in telecoms?
Being connected is essential. It is a human right, I’d say. Mobile operators make it happen, they make it possible. It’s a tough job nowadays. Customers have very high expectations and demands. Keeping up with these needs can be taxing, but seeing real change - being a part of technological transformation - makes it all worth it.
4/ What would you like people to know about your work?
Marketing covers, branding, public relations and communications. My role is about moulding the company message and ensuring it’s well received by our strategic partners, internal and external stakeholders, and the wider industry. It is encapsulating and ultimately, shapes the image of a company.
5/ Why is a vibrant, flourishing telecoms ecosystem important for the UK?
It is extremely important on every level. It’s about making our networks foster safer, greener and better-automated technology. And it’s incredibly important that the UK is at the forefront of this, for today's generation and of course, the future.
