TADHack Truphone Presentation

The Future is Bright
Building the Mobile Services of the Future
James Body
Head of Research & Development
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© 2013 Truphone Limited. All Rights Reserved.June 10, 2014
Introduction to Truphone
v Formed 2006 by James Tagg
v Software Cellular Network – selling enabling technology to MNOs
v Became an operator – TRUPHONE - ‘Eat our own dogfood’
v Initially an ‘Over The Top’ (OTT) player
v Bought GSM Mobile Network Assets from 2008 onwards
v Full member of GSMA
v New CEO – Steve Robertson (ex-BT Openreach) joined 8/2011
v Strength today – circa 850 employees globally
“Truphone – it’s changing the way we communicate”
– Network Manager, Nasdaq 100 Biotech Company
IN COMMERCIAL CONFIDENCE© 2013 Truphone.Version 1.0. 4

v  In 2001 our founder couldn’t get a mobile
signal at his farmhouse in Kent, UK
v  And he couldn’t behave like normal when
doing international business
v  He questioned why traditional mobile
networks were slow to evolve and
address the challenges faced by business
and individuals
v  He formed Truphone to address these
challenges
v  Truphone is now a global enterprise
v  Over 850 Employees in offices across 10
countries
v  Official Technology Partner for Caterham F1
v  Clients cover FTSE 100 and Fortune 500
v  Redefined geography with unique innovative
products and service
v  Scalable technology infrastructure built with
blue chip providers
From pasture… …to pit-lane
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What kind of service/applications do we
need to build?

Solving the Name Space Problem

• Pluses
• Minuses
• Other alternative ‘addresses’
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Who (or what) is calling me?
E.164 Telephone Numbers

•  Today
–  Presentation of E.164 number (most of the time)
–  Reasonably easy to spoof
–  CNAM (Short Alphanumeric Name) – in N America only
•  Issues
–  Relies on end user (device or person) to recognize calling party
–  Not a reliable means of authenticating ID of calling party
•  What I want in CLI
–  Positive (trusted) authentication of Calling Party
–  A much richer CLI
•  Full Name
•  Organization / Company
•  Role(s)
•  Contact address(es)
•  Picture
•  Location/Connection Status
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Who (or what) is calling me?
Caller Line ID

I am not a number – I am a FREE MAN

•  Individuals today have complicated lifestyles
•  Communications need to mirror this
•  Early systems use
–  Personal Profile – owned and managed by individual for private purposes
–  Work Profile – owned/managed by employer for business purposes
•  BUT – life is not that simple!
•  Text should be kept to a minimum
–  Fourth level
»  Fifth level
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One Number is NOT good enough
Multiple Personae

•  Temporary
–  I am selling a car and want to advertise a contact point for potential
purchasers to contact me on.
•  I do NOT wish to put my PERMANENT contact address(es)
•  After the car is sold, the contact address is discarded
–  I am a young carefree single person interested in meeting new friends
•  I do not wish to disclose PERMANENT contact details until I know and trust the new
friend
•  If the new contact does not come up to scratch, the contact is discarded
–  I am Duty Officer and will be on call for the next for the next 24 hours
•  The Duty Officer number remains constant and is well advertised
•  At the end of the DO period the number/address is assigned to the next duty individual
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Examples
Multiple Personae

•  Permanent
–  International Business
•  I do business in multiple countries
•  I require local addresses/numbers in multiple countries in order to allow customers/
colleagues to easily contact me
–  I already have well known local numbers
•  I do not wish to change/discard numbers which I have had for some time as many
people know (and use) these to contact me
•  I wish to port numbers into my current service and keep the ‘known numbers’ alive
–  Numbers/Addresses that are associated with special Groups/Circles
•  I am a member of the VUC (VoIP User Conference)
•  I support Chelsea FC
•  I am a member of the local Parish Council
•  I am the Parent of a pupil at Warminster School
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Examples
Multiple Personae

•  Temporary
–  I am selling a car and want to advertise a contact point for potential
purchasers to contact me on.
•  I do NOT wish to put my PERMANENT contact address(es)
•  After the car is sold, the contact address is discarded
–  I am a young carefree single person interested in meeting new friends
•  I do not wish to disclose PERMANENT contact details until I know and trust the new
friend
•  If the new contact does not come up to scratch, the contact is discarded
–  I am Duty Officer and will be on call for the next for the next 24 hours
•  The Duty Officer number remains constant and is well advertised
•  At the end of the DO period the number/address is assigned to the next duty individual
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Examples
Multiple Personae

Call Handling
A Personal Assistant who never forgets

• Knows about:
– Calling Party
– User Status
• Where
• How connected
• Current activities (from schedule)
• Current mood/work profile
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The ‘Gatekeeper’ controlling access to the user
Call Handling

• Multi-party voicemail
• Recording platform
• Multiparty call platform (Conferencing+)
• Proxy for queries to Location/Status
services
• Alerting (Like IFTTT)
• Multi-transport messaging platform
• Media Analysis (e.g. Emotion/Stress)
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Much more than Voicemail Platform
Project INFERNO

© 2013 Truphone Limited. All Rights Reserved.June 10, 2014 21
You have received a very ANGRY Voicemail from your wife!
Emotional Analysis

Primary and Secondary Communications
Channels

People have complicated lives – one persona is not enough!
Multiple Personae

•  A PRIMARY Communication channel is one that demands
direct interaction between the communicating parties
•  Normally a human can only handle ONE primary channel at
one time
•  Primary communications are often INTRUSIVE as they
disrupt activities
•  Examples (in order of ‘richness/quality’):
–  Normal narrowband voice call (Bell Telephone)
–  Wideband voice call (Using HD codecs)
–  Video session (WebRTC, Skype, Facetime, Google Hangout)
–  Face-to-Face conversation
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Pay Attention!
Primary Communication Channels

•  A SECONDARY Communication channels are normally run
in the background while the user’s attention is primarily
focused on another task
•  Humans can handle multiple secondary channels at one
time, and are usually alerted to traffic by some form of alert
or call-to-action.
•  Can be disruptive if channels are ‘noisy’
•  Can be ignored when user is otherwise engaged
•  Examples (in order of ‘richness/quality’):
–  Conventional SMS (180 characters)
–  Instant messaging – IRC, Skype, MSN
–  OTT SMS (iMessage, WhatsApp)
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Multiple concurrent streams
Secondary Communication Channels

•  I want to MINIMISE the
size of my mobile bill
•  I want to use ANY radio
network
•  I want to be able to tie
together multiple services
from different operators
Network access methods
A Difference of Opinion

•  I want to MAXIMISE the
ARPU of my customers
•  I want customers to make
maximum use of OUR
radio network
•  I want customers to ONLY
use our mobile network
(and our roaming partners)
The MNO Perspective
A Difference of Opinion

•  One User
•  One Service
•  Multiple Communications Layers
–  2G/3G Cellular Mobile
–  OTT VoIP/SMSoIP
–  WebRTC
–  Other operator endpoints
–  SATCOM services
•  Iridium/Inmarsat
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A Multi-Layered Model
The Truphone Persective

Truphone VIP Program
Carrier API

James Body
Head of R&D
UK: +44 74088 49622
US: +1
AU: +61
NL: +31
HK: +852
DE: +49
PL: +48
ES: +34
james.body@truphone.com

TADHack Truphone Presentation

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