Next Generation Services. The operator's dream - The OTT's reality?

3rd ngnlab.eu workshop. 3. November 2011. Delft, The Netherlands.

Transcript

1. The operator's dream - The OTT's reality?! Sebastian Schumann Slovak Telekom, a.s. Next Generation Services 3rd ngnlab.eu workshop 3. November 2011 Delft, The Netherlands Hosted by:
2. Goal ¡ Briefly analyze Telco and Over-The-Top services ¡ Define next generation services, what users might demand from them, and what providers can offer ¡ Provide an opinion on what Telco’s can do to stay /or become again/ “smart” ¡ Discuss, question, exchange, propose, … IDEAS and OPINIONS
3. Telco services ¡ Operators mainly offer the following services nowadays: ¡ Voice (fixed/mobile) ¡ Messaging (SMS, MMS) ¡ Network connectivity (fixed/mobile) ¡ Television ¡ These services are currently in transition à Operators slowly perceive them as actual services ¡ Convergence so far only from sales perspective (bundled packages)
4. Telco services ctd. ¡ “Voice” service has undergone a big change in the past ¡ Network and service were conjunct (“assured delivery”) ¡ Interconnect and call-through fees for the network operator were paid ¡ Telephony was overall source of income ¡ Mobile messaging gets competition ¡ Better programs from OTTs with increasing reach ¡ Web integration important (Facebook, Twitter) ¡ IPTV is rather television over IP than “TV 2.0” so far
5. Telco’s (forced) transitions ¡ Operators made new investments ¡ Data networks (fixed, mobile) ¡ IPTV started ¡ Currently connectivity is widely deployed and IPTV as a single product is established ¡ IP Multimedia Subsystem ¡ IP connectivity ¡ IPTV All-IP 5
6. OTT services ¡ IP based from the very beginning ¡ Long history of integration (APIs, functionality) ¡ Some services are only mash-ups of other services ¡ Monetization not always trivial ¡ Ad based ¡ Premium tariffs: subscriptions, features ¡ Usually require smart end devices ¡ Smart phones, smart TV (incl. set-top-boxes like PS3, Xbox) ¡ Greenfield conditions, not afraid to fail
7. Next generation services ¡ Hard to define, different for Telco’s and OTT’s ¡ Requirements ¡ Converged high-quality access (fixed, mobile) ¡ Fast TTM, adaptive ¡ Integrated (w/ core, other services, devices) ¡ User centric ¡ Generate revenue ¡ Easy to use ¡ BETTER ?
8. Is that so? ¡ Telco services ¡ Converged high-quality access (fixed, mobile) ¡ Fast TTM, adaptive ¡ Integrated (w/ core, other services, devices) ¡ User centric ¡ Generate revenue ¡ Easy to use ¡ BETTER ¡ OTT’s services ¡ Converged high-quality access (fixed, mobile) ¡ Fast TTM, adaptive ¡ Integrated (w/ core, other services, devices) ¡ User centric ¡ Generate revenue ¡ Easy to use ¡ BETTER
9. Telco’s vs. OTT’s ¡ Similarities ¡ Software handles logic ¡ Network complexity is decreasing ¡ Differences ¡ Understanding of ‘service’ ¡ Addressed market (partially) ¡ Managed vs. unmanaged service delivery ¡ Third party integration (e.g. cloud) ¡ Revenue generation vs. user relation
10. Telco’s opportunities ¡ Residential segment ¡  Churn and revenue prevention ¡  Create individual unique selling points within local market ¡  Mash ups ¡  Follow the move of the web 2.0 hype and integrate applications and services (mash-ups) ¡  Gain revenue from possibilities to generate new services on top of IMS and IPTV ¡ Business segment ¡  Provide communication interface for customer's web presence ¡  Provide integrated „new“ communication services (CaaS)
11. Telco’s new All-IP advantages ¡ Rapid application development on top of a service platform ¡  Cheaper launch of services ¡  Faster time-to-market ¡ Third party interfaces ¡  Vertical integration with own and public services and enablers ¡  Horizontal service development on open platform ¡ Open frameworks/API’s on top of the IMS ¡  Telco offer enhanced web API‘s and mash-ups for own services (click2dial, web phone, CaaS, QoS) ¡  Telco integrates web 2.0 services to enrich own service base (integrate Facebook, Youtube, Netflix)
12. Telco’s challenges ¡ Partially wrong communication with the customer ¡ Customer still has the choice for technology (analog, ISDN, IP-based) ¡ Wrong understanding: IP-based à Telephony via the Internet à Why not Skype? ¡ Wrong processes internally ¡ Process complexity hinders better time to market ¡ Lifecycle changed ¡ Managing local vs. global competition
13. Service scenarios ¡ Integration of comm’s with existing IP based television à Use all services and devices in your domain for an overall service experience ¡ Extend business voice products towards unified communications à Voice is not the only product anymore, but multi-channel interoperable communications ¡ IT integration to gain unique view about users ¡ Subscribers become users, strong OSS/BSS support required ¡ Identity management to be able to map users
14. Service scenarios ctd. ¡  Not only keep QoS on IP (“assure it’s not worse”) but increase QoE (“make it better”) ¡  High-definition will become standard also in communications (voice, video) ¡  Blended services ¡  Communications as enabler (presence, messaging, multi-media) ¡  Integration with own services ¡  Capable of being integrated with external apps (APIs) ¡  New business/tariff models ¡  Ad supported calling (TV set has enough screen estate) ¡  Traffic vs. content billing (more understandable for the user) ¡  Multiple devices per user, SMS vs. chat (per-message-billing) ¡  Web integration
15. Integration ¡ Integration is important ¡ Back-end service logic can be integrated now ¡ Service enablers, application layer integration ¡ Rich set of multimedia services accessibility from anywhere, anytime with the same experience ¡ Service personalization on user/group/community level ¡ Follow the real user demand for new services à define new service requirements now ¡ “Reusable capabilities” concept to minimize complexity of systems
16. Conclusion ¡ Telco’s have to open up their architecture – the future is not a walled garden! ¡ Users needs a reason to use their applications – they have to federate with the web! … or it will be accessed directly ¡ The Web 2.0 is user centric and open to be extended with applications – the Telco 2.0 should follow this approach ¡ Churn and revenue prevention with often forgotten chances that mash-ups offer
17. Summary ¡ Overview about a few challenges in the service area as well as approaches how to cope with them ¡ Highlight Telco’s potential in the growing competition ¡ Motivation to rather act now than wait for the perfect standard ¡ Utilize existing infrastructure ¡ Integrate on the back-end ¡ Blend services ¡ Integration is important (internally as well as externally)
18. Sebastian Schumann seb.schumann@gmail.com @s_schumann Thank you!