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Next Generation Service Platforms for Multimedia and Value Added Services

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Some of the topics covered in this slide deck:
VoLTE: A Catalyst for Transformation
VoLTE vs OTT Voice Call
Next Generation Wi-Fi Calling
Consumer Use Cases for VoWiFi
WebRTC value-added services and Telco use-cases
IMS Underpinning for Next-Gen Telco Services
Virtualization evolution and roadmap - the path to NFV

Publié dans : Mobile
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Next Generation Service Platforms for Multimedia and Value Added Services

  1. 1. Next Generation Service Platforms for Multimedia and Value Added Services By ALI Saghaeian Chief Analyst & Consultant Telecoms, IT and Media Ali.Saghaeian [at] gmail.com
  2. 2. Objectives • What are the Features marketed as ‘next- generation’ • What is the Status of global VoLTE implementations • Exploring Beyond VoLTE: Customer Centric Service Innovations • What are the VoWiFi Business Drivers • Operator’s Opportunities via webRTC and its VAS • What are the Benefits of Virtualization - the path to Network Functions Virtualization (NFV) Ali.Saghaeian [at] gmail.com
  3. 3. Agenda • VoLTE: A Catalyst for Transformation • VoLTE vs OTT Voice Call • Next Generation Wi-Fi Calling • Consumer Use Cases for VoWiFi • Voice/video moving from service to function • WebRTC value-added services and Telco use- cases • IMS Underpinning for Next-Gen Telco Services • Virtualization evolution and roadmap Ali.Saghaeian [at] gmail.com
  4. 4. Features marketed as ‘next-generation’ are underwhelming Improved battery life Faster call set-up times Main benefits claimed in marketing for VoLTE services High-definition voice Simultaneous voice and data Rectifies a shortcoming Potential for competitive differentiation Limited marketing potential Difficult to ascribe value to operator Limited penetration – needs interconnect Variable quality (better than OTT, not necessarily 3G) Issues only when outside acceptable limits Learned protocol, not customer choice Limited marketing potential Questionable results to-date Dependent on high or contiguous coverage Limited marketing potential Ali.Saghaeian [at] gmail.com
  5. 5. VoLTE: A Catalyst for Transformation Smart Dialer Shared Line Multi-Line Network Transformation Business Transformation Service Transformation VoLTE VoWiFi RCS VoLTE – As – A - Platform  Service Parity  Better Voice  Extend Reach  Global Carrier  Rich UX  Video All-IP Communication Services Adjacent Markets SMB, Residential Platform Enrichment Productivity Solutions Mobile Channel Growth Channel VAS Direct WebRTC Developer Community Web/Mobile CaaS Native UX Multi-Device RCS Stream Enablers Direct-Talk IMS-PBX Ali.Saghaeian [at] gmail.com
  6. 6. Status of global VoLTE implementations Ali.Saghaeian [at] gmail.com
  7. 7. Some of VoLTE Launch Challenges VoLTE client & chipset integration Addressing limitations in technology Coverage gaps between legacy & LTE Vendor product gaps – feature requests Customer Experience Single number routing is a major issue Standards do not define how service synchronization between CS and IMS works Avoids duplicated charging on users IN, SRVCC calls Biggest challenge with ensuring user experience!! Seamless vs. new and improved Service Parity Option 1: Re-invest capital to re-do features on new platform Option 2: Start fresh with new capabilities Options 3: Only keep the popular services, not all CS services Ali.Saghaeian [at] gmail.com
  8. 8. Beyond VoLTE: Customer Centric Service Innovations  Revive Lost Business Sources  Create New Revenue Streams Address Daily Needs of Modern Connected Lives Enable Distinct Persona & Context for Conversations Solve Very Specific Communication Challenges Innovate Like OTTs to Establish Operators as Primary CSP Ali.Saghaeian [at] gmail.com
  9. 9. VoLTE market activity Over 105 active MNOs (31 Launched / 45 In Deployment / others in various stages) Source: GSA and various operators 4 / 7 10 / 20 15 / 11 1 / 3 1 / 2 0 / 2 3 200 to 220 VoLTE-capable devices available 72% of smartphone consumers are interested in using an HD voice service 60% would use an app from their CSP to make and receive voice calls if it does not consume mobile data Source: Alcatel-Lucent 2015 survey of 5,504 smartphone end users in USA, UK, Japan and Brazil International VoLTE market drivers for MNOs • New roaming opportunities for CDMA MNOs • Expands rich voice service to international calls • Simplifies international interconnect for VoLTE calls Ovum survey and whitepaper (Feb 2015) • 50% of MNOs to deploy international VoLTE within 6 to 12 months of domestic Ali.Saghaeian [at] gmail.com
  10. 10. VoLTE vs OTT Voice Call • VoLTE improves service quality of existing voice calls and differs from OTT voice calls by its guaranteed QoS (quality of service) ・Basic services provided by carriers that must follow telecom regulations ・Various players offer voice call services based on internet technology (VoIP) ・No regulation and quality is NOT guaranteed OTT Voice Call Voice Call by Carrier(VoLTE) <VoIP Apps> Low Cost with Wi-Fi or Cellular Unlimited Data Plan No Quality Guarantee <3G/4G Voice Call> Connectivity / Continuity(QoS) Telephone Number Emergency Call Traffic Control, Prioritized Call Interconnectivity <VoLTE> Quality Improvement Video Call Ali.Saghaeian [at] gmail.com
  11. 11. Next Generation Wi-Fi Calling W i-Fi LTE W i-Fi RAN S-GW ePDG P-GW Circuit Switched LTE RAN Voice over W i-Fi (VoW i-Fi) Voice over LTE (VoLTE) Native support: •VoWi-Fi •VoLTE •Call Transfer VoWi-Fi VoLTE Same Dialer 1 Secure IPSec tunnel going through ANY Wi-Fi Network 2 ePDG terminating IPSec and connecting with P-GW 3 IMS with support for VoWi-Fi and VoLTE connecting to PSTN 4 3GPP AAA Authenticating and Authorizing the Wi-Fi Calling service 5 IMS Core VoLTE People with mobile devices are within Wi-Fi coverage 90% of the time! (Source: ABI Research, 2014) Ali.Saghaeian [at] gmail.com
  12. 12. Wi-Fi calling addresses the familiar issue of poor indoor coverage “30% fewer calls to customer services from customers with Wi-Fi calling” - EEIndicative distribution of locations for mobile calling 50% 20% 15% 12% 8% To get a cheaper deal Poor coverage Data/SMS/voice allowances Poor data speeds 1 2 Top 5 reasons to churn 3 4 Poor customer service 5 49% 20% 20% 18% 18% Question: “Why do you intend to change your mobile provider?”; n =963. Ali.Saghaeian [at] gmail.com
  13. 13. VoWiFi Business Drivers • New Services - Compete against the main OTT VoIP and video competitor (Skype) – enhanced user experience / loyalty / Incremental revenue • Offer Indonesian or anyone outside Indonesia a service to call back to Indonesia without incurring Roaming Charge Offer Indonesian subscribers a service to receive calls on the mobile number without incurring Roaming Charge Coverage & Network Offload - Better user experience and macro network offload (70% of mobile usage is inside office/home) – lower churn and cost • Easy Billing - A challenge in many Asian countries with low use of online payments and credit cards - faster revenue realization • Brand Dilution - Avoid being perceived as a “dumb pipe” provider - attach users to innovative services and keep the brand fresh • Network Transformation - Prepare the organization to more easily evolve to IMS based HSPA+, VoLTE and RCS services – 4G network readiness Ali.Saghaeian [at] gmail.com
  14. 14. Consumer Use Cases for VoWiFi ‘Roaming CS Avoidance’ Improved Service Coverage ‘Roam Like Home’ Roaming for Non-Subscribers When roaming, use WiFi for calls  WiFi App detects handset is roaming  Calls are always placed using WiFi  Usage is ‘home rated’ based on home plan Consumer benefits from local rates. Home operator benefits because it gains revenues from calls which otherwise would have been made on a competitors service or not made at all and avoidance of bill shock. Use roaming 3G/4G data plan for VoIP calls  Roaming Data may be lower cost than Roaming Data  Total data consumption of a VoIP call is low  Its lower cost to make a VoIP call over 3G than CS  When roaming app uses 3G/4G data network as VoIP call. Consumers benefit by avoiding costly Circuit Switched calls Switch to WiFi in poor 2G/3G coverage  Users are surrounded by multiple network bearers  WiFi App selects WiFi bearer when its available and best choice.  Usage is still ‘rated’ based on users plan. Consumer benefits from extended coverage and quality. Operator benefits from revenues from calls which otherwise would have not been made and avoidance of bill shock. Visiting users buy package of local ‘voip’ minutes  Users download ‘app’ when arriving in new network  Calls are routed as VoWiFi or VoIPo3G/4G  Rated using a local pre-paid plan rather than roaming Consumer benefits from local rates. Roaming operator benefits from increasing local termination revenues which might have otherwise been avoided. Home Operator benefits from lack of bill shock., Ali.Saghaeian [at] gmail.com
  15. 15. What Operators are Saying about VoLTE and VoWiFi Clear conversations and reduced background noise so you feel like you’re right next to each other. Make and receive high-definition voice calls and enjoy: • Crisp call quality • Less background noise • Simultaneous voice and data at 4G LTE speeds May 23, 2014 VoLTE is the next major advancement in LTE; customer benefits include faster call setup times (almost twice as fast) and HD Voice. Launching VoLTE is our first step toward a host of rich communication services and additional innovations around Wi- Fi calling. May 22, 2014 We believe the combination of this robust network along with the new features is going to create a new, meaningful experience for our customers for their calling needs. HD Voice and video calling would be the two main services initially offered through VoLTE technology. May 20, 2014 EE has announced plans to launch VoLTE, with a VoWiFi service… both promise improvements in quality-of-service over traditional circuitswitched calls. Both services are enabled via an IMS capability in EE’s network. June 20, 2014 Ali.Saghaeian [at] gmail.com
  16. 16. Mobile Voice Minutes of Use—VoWiFi, VoLTE, and VoIP Note: VoLTE and VoIP are mobile-specific; VoWiFi could be from any Wi-Fi connection. Circuit-switched mobile voice is excluded from the mix. Source: Cisco VNI Mobile, 2016 Ali.Saghaeian [at] gmail.com
  17. 17. Evolution of Communications Services OTT or Device App • Multimedia rich • Crowded space • Different apps for different services • Community based RCS + W ebRTC • Multimedia rich • Available on all devices • Enables Mobility • Global interconnectivity Circuit Switched • Everyone has it • Global interconnectivity • Easy to use • Supported on all phones Time / Generations Feature Richness Ali.Saghaeian [at] gmail.com
  18. 18. Voice/video moving from service to function Service e.g. SMS, Telephony Product e.g. Viber, Uberconference Feature e.g. In-game chat Function Voice/video moving from service to function Ali.Saghaeian [at] gmail.com
  19. 19. A large ecosystem commitment Extend, enhance and support various aspects of WebRTC technology (APIs, Infrastructure, SDKs) W ebRTC 28 W ebRTC Platform and Tool Devs Develop WebRTC applications for browser and devices App Developers Integrate WebRTC into existing applications, or white label and resell existing WebRTC-based solutions Service Providers Provide interfaces between mobile, IMS or PSTN networks and WebRTC platforms Gateways Develop and standardize WebRTC base APIs and functionality Technology Developers A large ecosystem commitment Ali.Saghaeian [at] gmail.com
  20. 20. WebRTC: Enabling any-to-any Communications 3  Peer to Peer real time communication capabilities native to the browser  Instant peer to peer communication  No clients to download  No plugins required  Interoperable and consistent across platforms  Voice, Video and Data Communication  Data communication e.g. online gaming, whiteboard sharing, session-mode messaging etc. Enhances Communication Makes Browser a new device type Improves User Experience Enterprise UC space Web OTT players Telco Service Web 2 Call Center Enables RTC in new Applications Social Networks IMS Ali.Saghaeian [at] gmail.com
  21. 21. WebRTC on >6bn devices by 2019 Million W ebRTC devices worldwide, year-end Source: Disruptive Analysis 2014 Edition W ebRTC Report 0 1000 2000 3000 4000 5000 6000 7000 2011 2012 2013 2014 2015 2016 2017 2018 2019 Other (TV+M2M/IoT) Smartphones Tablets PCs Ali.Saghaeian [at] gmail.com
  22. 22. WebRTC value-added services  Voice/Video calls +SMS / MMS / IM • (One2One / One2Many) • from any device to any device  PC, Tablet, TV… Social Networks • anywhere  Wifi, 2G/3G/4G • No need of SIM card  Benefit from your existing MSISDN/IMSI • Same services (reachibility, Call Forwarding, voicemail/videomai l, mutli-ringing…) • New services (Call Move / Call Pickup between devices)  APIs for 3rd-PTY webApps  Click2All • Voice/Video + SMS • Contact Me / Call Me …  Presence / Reachability • Do Not Disturb… • Capability Discovery  Conferencing  Call Centers Ali.Saghaeian [at] gmail.com
  23. 23. Operator’s Opportunities via webRTC OTTs: • Threatened by this disruptive technology • Defensive approach - Extending their endpoint to Web • Consolidation in the OTT segment or collaboration with Telcos Operators: • Extend reachability of existing Telco services • Offer multi-media rich services on multiple devices over multiple access networks • Create new services for vertical markets in the home context Mobile Operators can offer ‘Google Voice’, ‘Google Hangout’ like services with 1 number, multi-device access – smartwatch, smartphone, Tablet, Laptop, TV over multi access network Ali.Saghaeian [at] gmail.com
  24. 24. Telcos: WebRTC deployments / interest NTT Telefonica Telenor Interoute One Bridge Comcast (‘15) SK Telecom Testing video-concierge service for the blind Orange Planning IMS interop Libon Voice? AT&T Standards work API & foundry Quiet recently FinNet TV-based videoconferencing w/ptnr TellyBean Verizon LinkedIn ad for WebRTC intern on enterprise apps Ali.Saghaeian [at] gmail.com
  25. 25. Selected Telco use-cases of WebRTC Ali.Saghaeian [at] gmail.com
  26. 26. WebRTC and VoLTE WebRTC offers voice/video and data into a Web surfing experience enabling Service Providers to offer an enhanced communication WebRTC brings high value to VoLTE expanding the customer-base of Telco Services Providers Ali.Saghaeian [at] gmail.com
  27. 27. Getting the foundation in place - IMS Better Voice Network Quality, Latency, Setup Spectral efficiency Stepping stone Voice incorporated Natively supports voice Integration with enterprise services VoLTE RCS Richer User Experience Evolution path for messaging Mobile User Identity Enhanced address book Unmanaged Wi-Fi & tailor best effort services VoWiFi & small cell strategy Broad Device Ecosystem Interoperability Integrated service experience + Getting the foundation in place - IMS The Benefits of Service Innovation Ali.Saghaeian [at] gmail.com
  28. 28. IMS Underpinning for Next-Gen Telco Services Fixed Broadband VoIP IP Centrex / UCC Mobile 4G LTE VoLTE RCS / Mobile UC Wi-Fi First VoWi-Fi / Global Reach WebRTC Web / Developers Mobility / Cost Control Differentiation / Multi-Device IP Transformation / Cost Control All-IP Convergence IMS-AS-A-Platform Value-added Portable Services Cloud Data Opportunity to Exploit Enablers Ali.Saghaeian [at] gmail.com
  29. 29. The Benefits of Virtualization… on the path to NFV Virtualization SW-based NFV Cloud-based Traditional Telco HW-based NFV Infrastructure Multiple applications Multiple applications Single application on purpose-built hardware Single application Virtualization COTS HW Multiple applications Virtualization Layer NFV Management & Orchestration Hardware Resources  Open Industry Standard  Optimization and Convergence  Economy of Scale Capacity Elasticity  OPEX/CAPEX Reduction  Closed Ecosystem Deployment Flexibility  Service Agility CAPEX Reduction  Proven Technology  Scale & Reliability  Price Premiums  Monolithic Architectures Ali.Saghaeian [at] gmail.com
  30. 30. Virtualisation evolution and roadmap Ali.Saghaeian [at] gmail.com
  31. 31. Any Questions? Ali.Saghaeian [at] gmail.com