Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Offering Rich Communications Services
(RCS) as a Multimedia Application to
combat OTT Competition
By ALI Saghaeian
Chief A...
Objectives
• When shall mobile operators act on RCS
• What are the drivers for RCS adoption
• Exploring RCS as a platform ...
Agenda
• RCS to provide competitive like-for-like services
as OTT
• Providing promising business opportunities for
RCS bas...
RCS = Modern Communications
Foundation is IMS - “raise the bar”
… must view RCS as not a replacement
for telephony but as ...
RCS enables operators to provide competitive
like-for-like services as OTT but better…
OTT competition
• RCS-e is about co...
RCS is a platform in an Ecosystem
… Operators
•Interoperable
•Interconnected
•Accredited RCS & IMS
… Intra & Inter market
...
Rich Communication Services enables
enriched IP communication experiences and
an openAPI to expose assets for partnering
N...
Three main cornerstones provide promising
business opportunities for RCS based services:
Global reach, easy partnering and...
The All-IP transformation towards IMS
provides a flexible platform for easy-to-
partnering and value add for customers bas...
Easy-to-partner enablement and added value
for customers are the basis for a RCS based
business model, creating additional...
Basis for this business model will be a unique
mobile application, offering enhanced
experience services to customers visi...
By introducing an enhanced experience
application service, operator could benefit
from a vast market and revenue potential...
When shall mobile operators act on RCS?
•It is not too late and mobile operators have still a lot of value to protect
•How...
Drivers for RCS adoption
 Operators focusing on an all IP future
– Services like RCS and VoLTE key to maintaining custome...
Operators’ Quotes on RCS ...
44
W hat Operators say?...
Orange believes that RCS Blackbird and VoLTE will provide together...
RCS Feature request tsunami!
Video Voicemail
V-card pushing
Live screen share,
live sketching
Real-time text
Stickers and ...
Hosted RCS solution enables full-blown RCS
experience and even more
•Capability Discovery
•Presence based on Capablity Pol...
RCS Monetization Options
Compare different deployment options and business models in order to
illustrate several business ...
Scope of Operator IP Communications
Services – How VoLTE and RCS fit together?
VoLTE Incremental Functionality
Extension t...
The Stony Road to VoLTE: RCS-e to VoLTE
evolution – more than just a service
• RCS-e/Joyn marked the starting point for
vo...
RCS/VoLTE provides a Platform for Contextual
Communication Services
Network support
EPC, SDN
2G 3G LTE 5G WiFi
fixed
netwo...
RCS and VoLTE to complement each other
SMS over IP
Voice Call
Supplementary
Services
Quality of Service
Voice Call
(IR.92)...
Countries with RCS and VoLTE commercially
available
VoLTE deployments started later
than RCS, but are growing fast,
produc...
RCS on VoLTE Handsets
 RCS enhances the service
experience with Messaging
and Sharing features.
 RCS enriches VoLTE
mess...
RCS on 3G Smartphones
 RCS extends native SMS
funcionality
 RCS enriches CS Voice with
in-call content share
 RCS provi...
RCS on Tablets, PC and Web
 RCS provides
interoperable
Voice and Video
calling with
VoLTE devices.
 RCS messaging
and SM...
Case Study – Take Call from RCS/OTT
Typical RCS Skype or Viber
Sub B will see Sub A MSISDN and takes the call Sub B CANNOT...
Case Study – Custom RBT
Typical RCS Skype or Viber
Sub B can receive the call via VoWifi/VoData, Sub A CAN hear customized...
Case Study – Video Calling with QoS
Typical RCS Skype or Viber
Sub B can receive the video callon LTE or managed WiFi with...
Any Questions?
Ali.Saghaeian [at] gmail.com
Prochain SlideShare
Chargement dans…5
×

Offering Rich Communications Services (RCS) as a Multimedia Application to combat OTT Competition

2 001 vues

Publié le

Some of the topics covered in this slide deck:
Drivers for RCS adoption
RCS to provide competitive like-for-like services as OTT
Providing promising business opportunities for RCS based services
RCS based business model, creating additional revenues for telco operators
RCS-e to VoLTE evolution
RCS Monetization Options
RCS/VoLTE to provide a Platform for Contextual Communication Services

Publié dans : Mobile
  • Soyez le premier à commenter

Offering Rich Communications Services (RCS) as a Multimedia Application to combat OTT Competition

  1. 1. Offering Rich Communications Services (RCS) as a Multimedia Application to combat OTT Competition By ALI Saghaeian Chief Analyst & Consultant Telecoms, IT and Media Ali.Saghaeian [at] gmail.com
  2. 2. Objectives • When shall mobile operators act on RCS • What are the drivers for RCS adoption • Exploring RCS as a platform in an Ecosystem • Enabling enriched IP communication experiences and an openAPI to expose assets for partnering • How VoLTE and RCS fit together • RCS/VoLTE to provide a Platform for Contextual Communication Services Ali.Saghaeian [at] gmail.com
  3. 3. Agenda • RCS to provide competitive like-for-like services as OTT • Providing promising business opportunities for RCS based services • RCS based business model, creating additional revenues for telco operators • RCS Feature request tsunami! • RCS Monetization Options • RCS-e to VoLTE evolution • RCS and VoLTE to complement each other Ali.Saghaeian [at] gmail.com
  4. 4. RCS = Modern Communications Foundation is IMS - “raise the bar” … must view RCS as not a replacement for telephony but as modern communications.. The very nature of communication is shifting Give consumers what they expect, or they go elsewhere Multi-device… mobile/tablet/PC experience integrating messaging, media, video, voice Ali.Saghaeian [at] gmail.com
  5. 5. RCS enables operators to provide competitive like-for-like services as OTT but better… OTT competition • RCS-e is about competing with Whatsapp, etc. • RCS v1-4 was about competing with Skype, etc. Quality of Experience • Device capabilities discovery is viewed as an essential way to guarantee QoE • Essential to avoid 3G pitfalls, i.e. video calling VoLTE synergies • Common IMS core, interoperability • Business case for new services becomes more attractive with IMS justified by VoLTE IM/Chat Community Web Messaging / Message Storage Mobile VoIP & Video Multi Device Delivery All OTT services but with •Single Number •Single Integrated App •Quality of Service (QoS) •Carrier Grade Reliability •HD Voice & Video •Global interoperability •Federation with OTT And more… OTT Providers Mobile Service Providers RCS 5.x gives operators a launch pad to tackle OTT threat head-on Ali.Saghaeian [at] gmail.com
  6. 6. RCS is a platform in an Ecosystem … Operators •Interoperable •Interconnected •Accredited RCS & IMS … Intra & Inter market B2C / B2B SMS End User •Airtime, Messaging, RCS, VoIP/LTE… •Targeted Propositions e.g. stickers, logos •Installed base $ RCS APIs •Mobile as a channel B2B2x Global and local brands 3rd party applications Other parties Adjacent sectors Mobile payments Mobile marketing 3rd party applications Mobile Health Services •Customer Reach •Valuable APIs & services •Single interface Ali.Saghaeian [at] gmail.com
  7. 7. Rich Communication Services enables enriched IP communication experiences and an openAPI to expose assets for partnering Network Enabled Services Current IP transformation of mobile operators 2G/3G Voice & SMS LTE/2G/3G/W iFi IMS All-IP Transformation Access Network Core Network mobile data 1. User Identity Routing 2. Voice & Video Calls Video Share File Transfer IP Messaging Rich Communication Services Charging QoS Authentication Ali.Saghaeian [at] gmail.com
  8. 8. Three main cornerstones provide promising business opportunities for RCS based services: Global reach, easy partnering and added value for end customers Network Enabled Services RCS enabled services based on three cornerstones RCS Ecosystem Global Reach Mobile Devices Operators Easy Partnering  Existig platform  otor  Lower add. IT costs Added Value  Ed ustomr  bfits ad  hamts RCS/IMS Ali.Saghaeian [at] gmail.com
  9. 9. The All-IP transformation towards IMS provides a flexible platform for easy-to- partnering and value add for customers based on operator’s network assets Already existing platform For voice over LTE (VoLTE)IMS is a must-have Standardized “connector” GSMA openAPI Lower add. IT costs and efforts Interfaces already established Flexible Charging Service and volume based Global Reach RCS is not a closed-user group Access and Device agnostic Services over any access and any device (native) Enhanced Quality-of-Service End-to-end QoSfor highbandwidth real-time services Reliability and Security Reliable services andno privacy issues RCS Enabled ServicesAll-IPIMS Added Value Easy Partnering Ali.Saghaeian [at] gmail.com
  10. 10. Easy-to-partner enablement and added value for customers are the basis for a RCS based business model, creating additional revenues for telco operators Network Enabled Services RCS based revenue sharing model Possible use case practices for RCS based services B2B B2C Telco Operators Partners Customer B2B2x – Event Sharing 2.0 Enhancing experiences from major events by enabling sharing of personalized experiences B2B – Mobile Video Surveillance Enabling authorities to innovate public safety & emergency response B2C – W earable services Enabling customers to use new services through wearable gadgets (Smart Watch/Glasses) Ali.Saghaeian [at] gmail.com
  11. 11. Basis for this business model will be a unique mobile application, offering enhanced experience services to customers visiting live- events like soccer games or concerts Combined into a unique picture/video experience including sharing options & cloud services RCS/IMS 540 300 700 1,400 Google 3,600 Mobile Operators What’sApp Skype Facebook Network Enabled Services – Event Sharing 2.0 Video input from various available sources can be combined into one enhanced experience through a mobile app Venue-specific camera-angles TV-broadcasting signals Audience-Point-of-View  Enhanced content  perspectives+  audio quality+ (music concerts)  video quality+  Mixed with own content  Choose clips by preview clicks  More time to enjoy the event Ali.Saghaeian [at] gmail.com
  12. 12. By introducing an enhanced experience application service, operator could benefit from a vast market and revenue potential while broadening its innovation footprint Revenues from IMS/RCS enhanced services are based on New consumer-focused product:cloud-based photo-& video-share app More events per year due to increased enhanced event experience Non-recurring costs Less than 500k Euro (software-and business development, hardware costs, integration, etc.) Marketing expenses Current costs 400k Euro per year (software support, broadcasting equipment/personnel, etc.) Marktig xpss 46+ suitable event venues 36 high-capacity soccer stadiums 10 Multi-purpose arenas (e.g. for concerts) 25+ mn. visitors in event venues per year 18 mn. soccer game visitors/year (1./2. league) Ø 30.000 visitors/game 7.4 m. ort visitors pr yar 970+ mn. Euro in event based revenues per year 545 mn. Eurosoccer games 131 mn. Eurosoccer merchandize 259 mn. Euromusic event ticket sales 37 mn. Euroevent merchandize Compound market potential of events in Germany Possible revenues & invest Ali.Saghaeian [at] gmail.com
  13. 13. When shall mobile operators act on RCS? •It is not too late and mobile operators have still a lot of value to protect •However to stay relevant, acting now is key Time really matters Shift of end-user to smartphone apps to communicate is happening fast •Messaging: SMS is already less used than IM •Voice: shift can accelerate with 4G availability and stronger capabilities of OTT apps. Lots of value can still be protected Messaging: 41% of OTT messaging App users use IM more than SMS BUT Voice: ONLY 7% of OTT voice App users use VoIP more than legacy voice Ali.Saghaeian [at] gmail.com
  14. 14. Drivers for RCS adoption  Operators focusing on an all IP future – Services like RCS and VoLTE key to maintaining customer relevance – VoLTE puts many of the building blocks in place  Increasing availability of handsets with VoLTE+ RCS native clients being shipped by operators including as Open Market Devices  Increased collaboration between operators resulting in greater interoperability – Interoperability operator to operator within one country – Use of IPX Hubs to enable global interoperability  Consistent high levels of consumer demand for rich communications Ubiquitous Access and Full Interoperability are still key! Ali.Saghaeian [at] gmail.com
  15. 15. Operators’ Quotes on RCS ... 44 W hat Operators say?... Orange believes that RCS Blackbird and VoLTE will provide together a compelling value-proposition (as communicati on suite) to our customers The three pillars to a true Enriched Calling experience: Audio Quality, Video Call, Rich Sharing Call+ operators need to deploy VoLTE and RCS services in order to offer innovative high quality services through their unique proposition of ubiquity, global reach, quality and privacy management. -8th October 2014, London Uwa users consume more voice call minute and Data per month ( Voice call minute 3 times more / Data 2.5 times more). Ali.Saghaeian [at] gmail.com
  16. 16. RCS Feature request tsunami! Video Voicemail V-card pushing Live screen share, live sketching Real-time text Stickers and multi-media Time / location-based message delivery Group video share OMA S-CAB as RCS NAB Framework Network Address Book Converged Address Book Address Book Extension for Enterprise Support of Multi-device environment Concurrent multi PDN/PDP on UE HD icon support Hold-to-Talk Interworking with social networks PUSH Notification Rich Emoticons and Emoji Ali.Saghaeian [at] gmail.com
  17. 17. Hosted RCS solution enables full-blown RCS experience and even more •Capability Discovery •Presence based on Capablity Polling •Last Seen Online •1-to-1 Chat •Group Chat, including participant status •Store & Forward (1-to-1, Group) •Typing indicator •Delivery and Read Indicator •File –Image-Video Share (1-to-1, Group, in call) •Geolocation and vCard Sharing (1-to-1, Group) •Voice over IP P2P, including on WiFi •Video over IP P2P, inlcuding on WiFi •VoIP to Video Call upgrade during call Rich Messaging and Rich Calling Interworking with Legacy Multi-device •Multi-Device support (smartphone, tablets, PC) •Parallel Calling •Conversation Synchronization •Device handover scenarios •Voice Break Out, including on WiFi •Voice Break In (if supported by MNO network), including on WiFi •SMS Break Out •MMS Break Out •SMS Break In (if supported by MNO network) •MMS Break in (if supported by MNO network) •Call barring and SMS barring Other VAS •Home Line Calling •RCS Hub •Push App Wake-Up •RCS APIs •Reporting Tools SLA •Full Geo-redundancy •Service availability •Time-to-repair Ali.Saghaeian [at] gmail.com
  18. 18. RCS Monetization Options Compare different deployment options and business models in order to illustrate several business models and their potential impact •No RCS based services are launched – business as usual. Case 0 – “Do Nothing” •An RCS based messaging service is launched with a monthly fee per subscriber, but data usage is not charged. Case 1 – “Launch with a Monthly Fee” •An RCS based messaging service is launched, and data traffic is charged, but there is no specific monthly fee for the features Case 2 – “Launch Free and Charge for Data” •An RCS based messaging service is launched and emulates through advertising and other digital product sales (Games, stickers, etc.) Case 3 – “Emulation” •The user is charged for every RCS transaction, (chat, VoIP call, file share etc.) Case 4 – “Pay per Use” •A new RCS based service is launched to give mobile numbers to non-GSM devices in anticipation of conversion to paying customers in the future. Case 5 – “Future Customer Recruitment” Ali.Saghaeian [at] gmail.com
  19. 19. Scope of Operator IP Communications Services – How VoLTE and RCS fit together? VoLTE Incremental Functionality Extension to W iFi RCS Messaging RCS Voice Incremental functionality (from SMS / MMS) Extension to W iFi Extension to W iFi and 3G Incremental functionality RCS Video Video calls over LTE ‘Green Button Promise’ communication services Ali.Saghaeian [at] gmail.com
  20. 20. The Stony Road to VoLTE: RCS-e to VoLTE evolution – more than just a service • RCS-e/Joyn marked the starting point for voice evolution to VoLTE • Requirements: – Embedded Joyn clients on devices – IP Multimedia Subsystem in place – Evolved Packet Core in place – MSC extension for SRVCC – Integration with OSS/BSS • Hypothesis: – Operators will not be able to compete against OTTs messaging and VoIP services. The key for success of Joyn is to offer it as a platform for contextual communication services. Ali.Saghaeian [at] gmail.com
  21. 21. RCS/VoLTE provides a Platform for Contextual Communication Services Network support EPC, SDN 2G 3G LTE 5G WiFi fixed networks Communication Services RCS 5.0, VoLTE Human-to- Human M2M Multimedia Call center ehealth Critical Comms Secure Enterprise Automation eUtilities Logistics eEnergy Ali.Saghaeian [at] gmail.com
  22. 22. RCS and VoLTE to complement each other SMS over IP Voice Call Supplementary Services Quality of Service Voice Call (IR.92) Video Call (IR.94) Capability Discovery Chat 1-to-1 Group Chat File Transfer Location Share In-Call Sharing SRVCC Ali.Saghaeian [at] gmail.com
  23. 23. Countries with RCS and VoLTE commercially available VoLTE deployments started later than RCS, but are growing fast, producing now the first full IP.Comms scenarios <-- RCS Commercial Launches Ali.Saghaeian [at] gmail.com
  24. 24. RCS on VoLTE Handsets  RCS enhances the service experience with Messaging and Sharing features.  RCS enriches VoLTE messaging experience.  RCS enriches VoLTE with in-call content share like location or image.  Automatic capability discovery Ali.Saghaeian [at] gmail.com
  25. 25. RCS on 3G Smartphones  RCS extends native SMS funcionality  RCS enriches CS Voice with in-call content share  RCS provides interoperable Video Calling with VoLTE  Legacy SMS and CS Voice are interoperable with VoLTE devices Ali.Saghaeian [at] gmail.com
  26. 26. RCS on Tablets, PC and Web  RCS provides interoperable Voice and Video calling with VoLTE devices.  RCS messaging and SMS over IP coexist on the same app.  Message History and Address book sychronized across devices Ali.Saghaeian [at] gmail.com
  27. 27. Case Study – Take Call from RCS/OTT Typical RCS Skype or Viber Sub B will see Sub A MSISDN and takes the call Sub B CANNOT see Sub A MSISDN as calling party info is not available. Sub B might not answer unidentified calls... Ali.Saghaeian [at] gmail.com
  28. 28. Case Study – Custom RBT Typical RCS Skype or Viber Sub B can receive the call via VoWifi/VoData, Sub A CAN hear customized RBT of sub B Sub B can receive the call via skype or viber client, but Sub A CANNOT hear custom RBT of sub B Ali.Saghaeian [at] gmail.com
  29. 29. Case Study – Video Calling with QoS Typical RCS Skype or Viber Sub B can receive the video callon LTE or managed WiFi without any QoS issues Sub B can receive the video call via skype or viber client, but the video quality cannot be guaranteed Ali.Saghaeian [at] gmail.com
  30. 30. Any Questions? Ali.Saghaeian [at] gmail.com

×