Rich Communications Conference 2012

Integration of Rich Communication Services.

Transcript

1. Integration of Rich Communication Services Sebastian Schumann Slovak Telekom 7. November 2012. Berlin, Germany
2. Slovak Telekom, a.s. §  Slovak Telekom Group is the telecommunication market leader in Slovakia §  T-Com, T-Mobile (merger in 2010), Zoznam, Posam §  We provide fixed network services, mobile communications, Internet access + content, data services, CPE, ICT services (data center + cloud), radio and TV broadcasting as well as commercial call center services §  The major shareholder is Deutsche Telekom AG, one of the largest telecommunications operators worldwide §  Successful deployments in SEE as well as in DT group §  One of the biggest national-wide deployment of NGN technology in Europe in 2004, whole city migrated to all-IP NGN in 2007 §  Fixed network IMS migration started in 2011 (class 5 replacement) §  Leader in IPTV (since 2006) and providing also hybrid sat TV (since 2009) §  Extensive FTTx deployments (370.000 households) §  First Flash-OFDM deployment for mobile data in 2005
3. Scope §  Integration of Rich Communication Services §  Converged (fixed/mobile) operator requirements §  Integration of rich communications as an enabler for advanced IPTV services §  Use cases and business perspectives of selected scenarios Textbox Headline §  What are rich communication services in scope of this presentation? §  How can integration help to improve the perception of the “uncool” Telco? Can it? §  Where do I see price tags to be placed in future network architectures? Share my vision how and where “former Telco’s” can gain some ground in the ever-changing service landscape Ideas from an operator for other operators.
4. Our environment changes! Calling from the fixed phone. §  (Younger) people barely use fixed phones anymore. §  Telephone use per se is going done, however, only legacy telephony use! §  People talk even more, but through different channels §  Mobile phone §  Skype §  Viber, Facetime §  Still used in the corporate environment, but for how long? §  Mobile phone §  Lync §  The demand for talking to a distant person remains, but is satisfied differently. Image: http://www.dailymail.co.uk/news/article-2047625/Half-people-30-admit-using-home-phone.html
5. Our environment changes! Family/friends in front of the TV Image: http://theotherjournal.com/filmwell/2009/10/28/made-for-tv-filmwells-resident-telephobe-launches-new-series/ §  Households have multiple TV §  “TV” is not watched on the TV anymore (shift to iPads etc.) §  People are not gathering in one location anymore §  The demand for watching movies, even “together”, remains, but is satisfied differently.
6. Our environment changes! Choice of television program §  In the past, people had printed TV guides (and even paid for it) §  Set of channels §  Movie information §  Rating §  EPG is a first step forward, but demand still not satisfied §  Several ratings, discussion, link to actors’ other movies, etc. §  Differing per TV vendor, per program supplier §  The demand to know what currently runs remains, but is satisfied differently. Image: http://vintagedisneylandtickets.blogspot.com/2008/11/disneyland-album-tv-guide-january-1955_14.html, http://telekom.sk
7. Our environment changes! TV watching behavior §  People used to meet in front of TV at a certain time §  Evenings where scheduled acc. TV program §  If people were not able to watch something, it had been explicitly recorded §  People still watch content they want, but differently §  On the place of their choice §  At the time of their choice Image: http://www.netflix.com. http://videoload.de, http://telekom.sk
8. Why is there so much about TV? §  Slovak Telekom launched TV apps and OTT TV a while ago §  Television from Slovak Telekom marketed under the brand name “Magio” §  Magio IPTV & SAT apps on ST’s own web based framework with non NGN IPTV - including Hybrid TV interactive applications §  Facebook §  Video portal free.sk, sports app §  Magio Go includes device- and access-independent access to many local channels §  Web access §  Mobile web access §  Mobile app access §  Includes access to control the set-top-box at home (e.g. for recordings)
9. ST Magio Go – Operator OTT for multiscreen §  OTT multiscreen service over any network §  PC, mobile, iPhone §  Profile detected based on IP access network §  Additional service to Magio TV §  10 live TV channels §  HLS adaptive streaming §  PC browser, Android, iOS §  Limited to Slovakia §  (GeoIP) Images: http://www.magio.tv
10. Benefits of TV OTT §  Customer has access to content he pays for – independently of the current location §  Ideally also to TV archive/recordings §  Extend reach of customers – IPTV not limited anymore to own access infrastructure §  The inclusion of delivering TV off-net means also finding ways to deal with others delivering TV on-net §  Reduce amount of set top boxes (one of the most important cost factors for IPTV) §  Local operators can use the local presence and country as specific advantages §  Local content §  Language How can we apply our experience to communications – the current core business?
11. Think user centric and redefine our terms §  It is not telephony anymore, voice is only one of the communications means §  It is not text messaging between phones anymore, it is multi-device on multi-net multimedia messaging §  Decoupling of network and service is now technically possible – since it is all IP §  Service is accessible no matter how the user is connected §  “Just add voice” to own apps is now an option §  We started well off with taking TV to an OTT level, it has to continue with voice/messaging §  Customer should not be limited by access or device to access operator services §  Why can I not send SMS from my WiFi iPad? §  Why can I not do phone calls incl. in my mobile phone bundle using my PC? §  … §  All of this could generate revenues for the service operator!
12. Is RCS-e/joyn the way to go? §  Maybe. §  joyn as “chat for mobile phones” is – in fact – most likely not going to convince alone §  Messages have different values and are exchanged differently than legacy SMS §  Picture sharing is not done during a call but using Instagram §  RCS-e as a platform may enable interesting use cases, if the concept is done right §  Provide interfaces to extend basic service offers seamlessly §  Messaging on the TV, interop with SMS, carrier billing §  Phonebook, messaging integration on IPTV missing – why? §  Presence ( ) is nothing scary anymore for the users, but not delivered – why? §  Commonplace in communications applications, web sites, mobile phones for years §  many applications can be enhanced with communications, joyn as platform/enabler is not a bad idea as such, but it is not the new SMS!
13. Ideas
14. IPTV – a disregarded communications opportunity §  Seamless integration of IPTV services with regard to communications offer §  Phonebook integration §  Call initiation §  CLIP on TV §  Recommend via joyn §  Use benefit of not requiring particular TV (not “smart”, not new, not connected) but offer this “smart” experience through set-top-box (“valuable” end device) §  Make first integration experience of joyn communications enabler platform locally, to offer its capability later on to third parties §  Example §  Magio integration with Facebook §  Telekom Deutschland Entertain integrations §  Mediencenter, Shair
15. IPTV – a disregarded communications opportunity ctd. Sean Connery Roger Moore Pierce Brosnan Daniel Craig Phonebook PSTN IMS TelekomCloud
16. Refurbishing Telco services for today’s world §  New “former legacy” telecommunications services are currently just build acc. the previous requirements §  When “rebuilding the PSTN”, Telco’s should at least “mash up services” using web services or consider integration with today’s services §  Voicemail extension §  Speech to text, SMS to mail §  WAV file delivery via mail, web front-end §  Call Forwarding or Do Not Disturb based on calendar information §  Conferencing enhancement with web portal, mail invite, secure data store etc. §  Televoting integration to IPTV
17. Refurbishing Telco services for today’s world ctd. Televoting PSTN
18. Full service experience packaged by Telekom §  All services that are now only integrated using “bundled sales” can be fully integrated to offer device independent experience §  Fixed/mobile converged communications §  TV communications central §  PC + tablet extension §  Example §  1st step: Hometalk – use the “fixed line” on the mobile phone §  Future possibilities §  Provide convergence network-wise w/o separate app §  Use “mobile services”, e.g. MyPhonebook, through TV at the “fixed line” or on WiFi §  Permit seamless access to commodities like voice, messaging through non-classical access/devices (e.g. tablet on WiFi, PC)
19. What else can we do? §  Permit integration as features in third party products using APIs §  Do not only start integrating capabilities provided by Internet services, but also offer own capabilities to be integrated §  Sample: §  Elaborate new possibilities that may bring §  Support break-out to PSTN §  Add joyn communications features – enabled by the platform, not a particular client. §  Offer simple APIs to integrate what is missing on the app side §  Stop thinking in legacy patters, evolve communications + services. §  Don’t try to be “like OTT” without benefits users know from their proposition!
20. The IMS and RCS does not change anything per se §  Migration of legacy platforms is currently mainly cost driven §  IMS is seen as the best alternative at the moment – following the legacy view of telephony! §  What can Telco’s do once they have IMS or RCS infrastructure (for whatever reason) §  Wrong: Look at what we can do with it. Create need or technical motivation. §  joyn??? §  Right: Check what we need! And what our customers need. à Look how the IMS and transitioned Telco infrastructure can help. §  Optimize processes and infrastructure §  Find new business models §  Consider the web (also with regard to payment options, feature activation, etc.) §  Integrate, but offer also means to be integrated (messaging, voice) Technology driven services and features are wrong!
21. Summary §  Motivation to rather act now than wait for the perfect standard §  Utilize existing infrastructure §  Integrate on the back-end/blend services §  Development should happen for the future (with legacy support) and NOT to keep legacy logic and integrate it somehow with future systems §  Northbound integration of IMS service layer should not be an option, but a must! §  … and should be done with Web 2.0 technologies/protocols §  The Web 2.0 is user centric and open to be extended with 3rd party applications – the Telco 2.0 should follow this approach §  Integration on back-end (e.g. with IPTV, IMS services) is cheap and helps transition of the customer feeling of “Telco as single home communications provider” §  Not only keep QoS on IP (“assure it’s not worse”) but increase QoE (“make it better”) §  Integration is important (internally as well as opening for external access)
22. Thank you. Sebastian Schumann Senior Designer Slovak Telekom, a.s. Sebastian.Schumann@telekom.sk +421 903 419 345 @s_schumann sschumann
23. References §  http://newsroom.sprint.com/news/sprint-offers-personalized-names-as-alternatives-to-phone-numbers.htm §  Thanks to Juraj Matejka, Eugen Mikoczy, and Tomas Sustr for contributing to preparing this presentation!