What are the deployment options with hosted RCS solutions

What are the deployment options with hosted RCS solutions
- Slovak Telekom rollout in Q2/2014
- Self-deployed vs. hosted
- Outlook

Presented at the 7th annual Rich Communication 2014 event in Berlin, Germany

Transcript

1. 10/27/2014 – strictly confidential, confidential, internal, public – 1 DEPLOYMENT OPTIONS WITH HOSTED RCS SEBASTIAN SCHUMANN, SLOVAK TELEKOM 29. October 2014. Berlin, Germany
2. SCOPE What are the deployment options with hosted RCS solutions - ST rollout in Q2 2014  Evaluating the pros and cons of cloud solutions in RCS services  Is the technology finally ready  Case study October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 2 @s_schumann Feedback is welcome, get in touch during/after the event!
3. SLOVAK TELEKOM  Former fixed/mobile incumbent (merger in 2010), Zoznam, Posam, DIGI  Diverse service portfolio (fixed/mobile network and communications services, Internet access + content, data services, CPE, ICT services (data center + cloud), radio/TV broadcasting, call center services, …) The major shareholder is Deutsche Telekom AG. 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 to be finished in 2014  Leader in IPTV, offering hybrid sat TV (s. 2009) & OTT app (s. 2012)  Extensive FTTx deployments (360k households)  First nation-wide 4G/LTE network (s. 2013) October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 3 Slovak Telekom Group is the telecoms market leader in Slovakia
4. EXPECTATIONS  Honest & realistic dissemination of status quo from 1st hand  Deployed RCS 5 in H1/2014  Go-live 30. June 2014  My role: local technical manager for design and implementation  This presentation is going to be subjective in parts  Don’t judge me on that – this is why I am here   Experience with IMS, various RCS deployment options, messaging strategies in ST  Joyn as service needs to do move forward quickly, I will summarize on our fast execution & seen future potential  Focus on a bit of “How”, a lot of “What’s could be next” – not on “Why” October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 4
5. HOW? HOSTED JOYN SERVICE IMPLEMENTATION IN SLOVAK TELEKOM  Hosted RCS 5 (Blackbird) service provided by Jibe Mobile  No local NT implementation (no IMS/SBCs etc.)  Private cloud connected via public Internet  Jibe hub for interconnection  No local interconnection  Jibe hub provides technical interconnect with all Jibe clouds  Offers standard NNI  Launched with full set of services on localized Android and iOS apps  Messaging, file transfer, location share  High definition voice & video (much better quality than telephony)  Go live and operation without major hick-ups or failures October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 5 Bottom line The implementation and joint work with Jibe was a success.
6. PRO’S & CON’S OF CLOUD DEPLOYMENTS HIGH-LEVEL  Fast  Cheap  None October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 6 PRO’S CON’S
7. PRO’S CON’S PRO’S & CON’S OF CLOUD DEPLOYMENTS DETAILED  No or insignificant CAPEX, OPEX driven  Risk free: Can be killed early if KPI’s not met  All in one integrated solution (in our case)  Simpler interconnect  Easier accreditation  Jibe platform has much more features than usual local on-IMS deployments  No local IMS integration, deployment etc.  No local IMS deployment  VoLTE dependency (multiple “IMS”)  Regulatory or legal challenges (e.g. LI, data)  Large scale deployments may be more expensive  Potential vendor lock-in (UNI for apps, infrastructure) October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 7
8. LOOKING BACK TO 2012 POINTS I RAISED LAST TIME AT THIS EVENT “  joyn as “chat for mobile phones” is not going to convince alone  RCS as a platform may enable interesting use cases, if the concept is done right  joyn as platform/enabler not a bad idea as such, but it is not the new SMS!  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  Technology driven services and features are wrong!  Northbound integration of IMS service layer should not be an option, but a must!  … and should be done with Web 2.0 technologies/protocols  Integration is important (internally as well as opening for external access) “ October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 8
9. WHAT’S NEXT?  Joyn as a service started “not too successful”  “Too little, too late” – we all know about that, no need to repeat  Time moved on – simply put: The world is different in 2014!  Joyn as a platform may have a potential  That may be able to help the service  This is a case study partially taking our innovative platform as an example  It hopefully encourages others that got Joyn (one way or another) to quickly stop lamenting & see what to do next  Reach small fragment of customers that has Joyn, but much more importantly expose new functions  May not be best or cheapest option, but better than not progressing at all  May bring up to date APIs, integrated with some back-end systems October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 9
10. ONE PROBLEM WITH JOYN, AND HOW TO WORK AROUND IT UNIVERSAL IS GOOD, UNLESS YOU NEED BETTER October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 10 GOOD BETTER
11. WEBRTC TO THE RESCUE  No.  Maybe…  … but not really …  … and not only! October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 11
12. “BETTER” SOON TO BE THE DEFAULT WEBRTC CONTRIBUTES TO THE EVOLUTION  WebRTC is not so much about technology, but “embedded contextual communications” in the web/an app  No ubiquity needed  When I am on amazon.com I do not expect to be able to talk to Billa or the police through that website  When I am inside the IKEA app I do not expect to order a Pizza (maybe meat balls though )  Value shift from solving connectivity in the 1900s to solving actual problems  I am connected to a service the minute I enter their URL, RTC needed if it helps solving the problem  An entire industry (us!) mapped in a service feature  Known networks use known methods, unknown connections will not connect from the address book  Searching for business  Results in Google  Connect right from within the browser  Mobile entry point for “longer customer relation” is an app  Soon to have inbuilt communication October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 12
13. THE DILEMMA  P2P communicating using stand-alone tools (integrated + apps) is most likely not going to evolve  Universal lowest common denominator service is here (telephony, SMS), not yet another one needed  Stand-alone app “market” saturated  Best ways for reaching existing known contacts established  Services today are defined by the front-end design/experience, the back-end technology is irrelevant for users  Joyn is built by technologists, mainly due to belief in IMS for everything and need to standardize everything  Does not mean defined NNI or operator bits and pieces not useful at all, but could be achieved better  How? There are two options  Give up (do nothing or think Joyn is enough for the next years)  Look forward (and make finally use of state of the art web technologies) October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 13
14. USE YOUR PLATFORM  If you deployed Joyn hopefully you did not just build a complex system, but also a bucket full of interesting APIs  SIP ISC interface is no API! We are talking HTTP REST + JSON!  Jibe brings many APIs out of the box, access to all the capabilities  Joyn by Jibe on iOS makes already use of these APIs  certain assurance for us that it will not be forgotten  Benefits  Integrate capabilities elsewhere and focus on the new capabilities as enabler to build new services  Does not mean integrate RCS as a service itself, but rather some capabilities into web services to enhance those  Justification of new investments, use them as enabler to get new capabilities to integrate anywhere  Important footnote  I do not mean to buy an RCS platform for this purpose, rather utilizing enabler features that you get anyways  Web services do not need Telco back-ends most of the time and may often be solved better  If you have them though there is no need to ignore and neglect them October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 14
15. WE ARE DOGFOODING!  Not just talking API, but use it right away: Work on a use case and traverse it into reality within a couple of days (yes, literally!)  Use case development: Sample marketing campaign by using Joyn as video distribution platform  Celebrity records videos that are distributed to fans using Joyn  Reaching (optimistically) thousands of end points can’t shouldn’t be done manually  Using the Jibe platform API we were able to fully automate the process  Ridiculously fast: 1 month operating platform, 2-3 days implementation and it works!  Ingredients to our first (of many) use cases  Jibe platform API, internal SFTP for current subscribers list, content  Node.js SDK, several additional packages, all open-source  This use case is being elaborated and was a motivation for many of us to think beyond “the service” October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 15
16. TAKE-AWAYS THE WEBIFICATION OF COMMUNICATION  If you do Joyn, have the right approach and get the right partner  Do not just blindly integrate to the IMS, do not only evaluate your AS for SIP ISC, but more importantly northbound integration capabilities using REST/JSON  Standardization aspect of add. capabilities irrelevant, simple REST API (maybe with SDK) more important  “Proprietary” per Telco definition ≠ Not usable by others (REST + doc/SDK completely fine for web developers)  Understand and acknowledge the tremendous change to our core business and its paradigms – “think web”  Standardized core technologies (HTML/CSS/JS, Objective-C, Java), but not services  Standardized interfaces (REST API w/ doc/SDK is enough) trumps complex E2E scenarios  Ownership of the screen has a huge impact of how service experience is created  It is imperative that any new service is considered both from technology and service evolution perspectives October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 16
17. SUMMARY  Honest thoughts that should have overall positive notion, despite certain critical annotations!  I am still not too optimistic for Joyn, but can see some potential for Joyn   I think your help is needed…  … also in your interest  Web technologies leave carrier approaches towards services behind  Fit-for-purpose applications create real value, every operator needs new revenues  Empty promises must not convince any longer, eventually they are going to be questioned!  Creating values beyond the service Joyn is something you want to do, too! Expose your platforms, incl. Joyn October 2014, Berlin, Germany Sebastian Schumann: “Deployment options with hosted RCS”, 7th annual Rich Communication 17 service platform (get a good partner) vendors, operators, GSMA, executives, colleagues Less ubiquitous, but more targeted applications will replace general purpose legacy-concept communications use case by use case!
18. THANK YOU. Sebastian Schumann Application & Platform Innovation | Slovak Telekom, a.s.  Sebastian.Schumann@telekom.sk @s_schumann  +421 903 419 345
19. ATTRIBUTION Jibe Mobile, Inc. jibe is a registered trademark. The jibe mobile logo is owned by Jibe Mobile, Inc. Joyn and the Joyn logo are a trademark of the GSMA. Past designed by Megan Sheehan from the Noun Project Forward designed by Austin Condiff from the Noun Project Swiss Army Knife designed by Olivier Guin from the Noun Project Knife designed by Gregory Sujkowskifrom the Noun Project Knife designed by Gregory Sujkowski from the Noun Project Knife designed by Antony Bayo from the Noun Project Knife designed by Erik Wagner from the Noun Project Scalpel designed by Danny Sturgess from the Noun Project Tools designed by jessie_vp from the Noun Project Saw designed by Arthur Shlain from the Noun Project Drill designed by Alexandr Cherkinsky from the Noun Project Flash designed byGeorg Habermann from the Noun Project Life Saver designed by Percy Batalier from the Noun Project The Twitter handle s_schumann is my personal one. On Twitter, you will discuss with me and face my opinions, not my employers! 19