* Seeks market share as key customer Cisco buys rival
* Application downloaded for free, unlike competition
By Tova Cohen
TEL AVIV, March 23 (Reuters) - Radvision RVSN.O launched a free application for mobile devices to manage video conferences on Tuesday as the company seeks to broaden its market reach following Cisco System’s (CSCO.O) acquisition of rival Tandberg.
U.S. network equipment maker Cisco accounted for 41 percent of revenue in 2009 at Israel-based Radvision RVSN.TA, a developer of video network infrastructure.
Cisco in December won control of over 90 percent of Norway’s Tandberg TAA.OL, the world’s top video conferencing equipment maker. The deal is under review by European Union regulators.
“When that deal closes Cisco will incorporate the Tandberg infrastructure into their product lines and we’ll see declining revenue over time,” Bob Romano, Radvision vice president of enterprise marketing, told Reuters by telephone.
“Cisco was not good news in terms of the impact on business but we were already broadening our portfolio and our reach into the market place and we’ll continue to do that.”
Radvision shares closed at $6.58 on Nasdaq on Monday, down from a year high of $9.61 in September, prior to the Cisco deal.
Tandberg and Polycom Inc PLCM.O control three quarters of the video conferencing products market, which is expected to nearly double to $3.8 billion by 2013, according to market researcher Gartner.
Romano estimates Radvision has 15-20 percent of the market and said the industry is enjoying good growth and visibility.
Radvision supported video conferencing on third-generation mobile phones about five years ago but left the market as “it was a bit too early,” Romano said.
Its new Scopia Mobile product will extend conferencing to the Apple iPhone, iPod Touch and Blackberry smartphones.
Romano said the industry is shipping 70,000 room conference systems each quarter.
“The typical way of controlling them is with a remote control but this really doesn’t give you a tremendous amount of control once you’re in the call itself,” he said.
Customers of Radvison’s video conference system can download the mobile application for free, enabling them to use their phones to manage meeting participants by muting the audio of a noisy user, starting or stopping the video of a user, or disconnecting a participant.
“We anticipate follow-on releases of SCOPIA Mobile to have even greater reach and support additional devices such as the Apple iPad,” the company said. (Editing by Louise Heavens)