New Service Development and Service Delivery Innovation in Mobile VAS and Multimedia

New Service Development and
Service Delivery Innovation in
Mobile VAS and Multimedia
By ALI Saghaeian
Chief Analyst & Consultant
Telecoms, IT and Media
Ali.Saghaeian [at] gmail.com

Objectives
• How to Support various types of Digital Services
• Service Delivery Innovation in Mobile VAS and
Multimedia
• What is the Standard Ecosystem for Future
Communication Services
• Operators’ Value in New Service Development
• New Rules of Consumer Engagement and Service
Providers’ Perspective

Agenda
• Digital Transformation for Mobile Operators
• Most popular lines of Business by 2017
• New Service Development: Telecom Operators’ Value over
Time
• VoLTE and Voice over WiFi Evolution & Growth
• New Rules of Consumer Engagement by Developing New
Services
• Service Providers’ Perspective in Service Delivery Innovation
• Standard Ecosystem for future Comms Services

Digital Industry Transformation for Mobile
Operators

Market is Evolving and Convergence is a
Starting Point
•Highly fragmented market to be unified either by consolidation or partnerships
•Integration of siloed systems in a workflow
•Content portability across three screens
•Cloud access for content and collaboration
•Highly interactive and seamless consumer experiences
•Targeted content and advertising
Market Trends
Convergence
Consolidation
& Partnerships
Emerging Applications
Next Gen Interactive Content Services Peak activity between now and 2016 Peak activity 2015 to 2017 Peak activity 2017 to 2020
•Blurring the lines for service providers, content creators and device makers
•Need to make content available to customers anytime, anywhere, any device – on demand!

Supporting various types of Digital Services
Digital Services Provider Rich media •TV •Games •Music •Video Commerce and finance •Banking •Advertising •Payments IP communication •VoIP •Instant Messaging •Unified Communication Cloud •Personal services •Enterprise services Contextual •Social networks •Big data •Location based services M2M •Connected Car •Connected Home •Smart Grid •Security •... Health •Medical •Paramedical •Wellness and fit
Network
Voice
Data
Messaging M2M VAS

New Product Rollouts
› Currently mostly offering value-added services and roaming services
› New targets for increased rollout till 2017
› new technologies: 4G, WiFi, etc.
› new applications
Source: Telesperience Survey, 2015

New Service Development: Telecom
Operators’ Value over Time
CEBP: Communications Enabled Business Processes
Opportunity: Evolving the Enterprise and SMB value proposition
Value
Time
Telephony
(fixed and mobile)
Broadband
IP Communications
(eg. VoIP, Voice mail, audio conference )
Storage / hosting
(eg. Cloud-based)
Unified Communication & Collaboration
(eg. WebRTC, SIP <> Web interoperability)
Specialist apps
(eg. Vertical, CEBP)
Adapted from InformaTelcom& Media
Bandwidth, Voice, SMS
Declining Revenue
Own the Communication Experience
Increase Revenue

Hard Times for Telcos

Mobile is the ONLY Media Time on the Rise
US Consumer Media Consumption
5%
TV
Online
Radio
Print
Other
Mobile
45%
43%
42%
38%
37%
25%
26%
26%
26%
20%
18%
17%
16%
15%
14%
12%
11%
9%
8%
7%
6%
4%
3%
7%
8%
7%
5%
2%
4%
6%
9%
12%
20%
24%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
44%
2009
2010
2011
2012
2013
2014 2 Ali.Saghaeian [at] gmail.com

Time Spent on Mobile is Growing

Media Time spent per screen: Mobile on top!
Nigeria 193 mobile minut es 43% of media t ime
SA 127 mobile minut es
29%
K enya 174 mobile minut es
42%
Germany 137 mobile minut es
36%
Media Time spent per screen. Mobile is now the first screen across the globe, but especially in Africa.

Voice is Becoming Cool Again…
“Wi-Fi First”
Multi-Device
Multi-mode Communication
WebRTC, CaaS

VoIP, Wi-Fi calling, VoWiFi and RCS/VoLTE:
Voice is getting cheaper and richer
•Multi-device
•Enriched calling
•Extends reach
•Free in-app calls
VoIP Wi-Fi calling
VoWiFi
RCS/
VoLTE

VoLTE as a QoS Enabled Services:
VoLTE is a QoS enabled LTE service
•VoLTE driven by service improvements and/or operator optimisation.
•All mobile VoLTE launches to date include HD voice, implying that service evolution is a key driver.
•LTE QoS mechanisms underpin the service delivery for VoLTE.

VoLTE –Key Take Aways

Voice over WiFi Evolution (Monetizing VoLTE)
IMS Over Internet
IMS-based Mobility
UMA devices
IMS Client
Embedded VoLTE/VoWi-FiClients
Device Support for steering
GAN Controller
IMS Core
e ePDG, AAA
ANDSF
2G/3GWi-Fi
No Call Handover
LTE Wi-Fi
DRVCC
(Wi-Fi to CS)
LTE Wi-Fi
DRVCC
(Wi-Fi to CS)
RCS
2011
2014
Traffic Steering
RCS
Devices
Handovers
s
Services
Future
Legacy
First Gen
Next Gen
Next Gen+
UMA: Unlicensed Mobile Access

Rogers started down the VoLTE path 4 years ago
Shall be part of a company strategy, not just network/technology exercise
• Platform for new converged services and revenue streams : ViLTE , VoWiFi ,
RCS, IMS services roaming
• Service centralization / migration / introduction / retirement strategy
• Service Charging / rating strategy
Follow industry guidelines while aligned with your own company strategy
and requirements
• Interoperability is a key : inter-vendor , inter-domain , network – UE , UE – UE ,
operator to operator (non-roaming NNI) , operator to operator (roaming NNI)
Start testing as early as possible and test as much as possible
• Consider POC , Lab testing , Production testing , Drive testing and service
performance tuning
• Secure enough capable devices to be used as test tools for early test stages ,
while certifying devices and use them for later phases test activities
Develop necessary processes, tools and cross-organization skills to
support converged IP services
• Service Management Processes , Service KPIs , Platform KPIs
• Troubleshooting and diagnostic tools
• Train personnel , engage as early as possible in testing process

Rogers started down the VoLTE path 4 years ago (Cont’d)
Wi-Fi Calling Considerations
• Primary benefit is coverage extension of core wireless services using device native UI
• Location based charging is an important consideration as there is no concept of Wi-Fi
roaming
• OEM based crowd sourced location is most accurate but need a device agnostic solution
• SIM authentication provides best user experience but is not widely available from OEMs
• Off setting the cost of in building systems to provide coverage helps the business case
• Operator assisted 911 not available internationally
• Data blocking requires careful design consideration to avoid impacts to customers
CSFB will be needed for many years
• We do not have ubiquitous LTE coverage
• Carriers are deploying VoLTE at difference cadences
• Inbound roaming will require circuit switched considerations for many years
• In the interim, service consistency and parity across both domains remains a concern
Inter-carrier VoLTE - ViLTE
• Network to network interface is prerequisite
• IXP easier and faster to market, direct connect cheaper but resource intensive
• Not all Operators support ViLTE
• Capability exchange required to drive ViLTE uptake and lay foundation for rich messaging

Video Services Opportunity
•Ease of use
•Telepresence - immersive experience
•Community / network / intradomain based – voice/video/ IM “islands”
•Acceptance of new UIs in mass consumer domain
•Managed network services for QOS
•Initial interworking and standards bodies
•New delivery models – cloud, hosted
•First cost-effective business solutions
•Limited intradomain support
•Consumerization of IT
•SIP trunking
•Ubiquitous B2B B2C social net connectivity
•Web/mobile communications clients (WebRTC)
•Low cost services mass adoption w/ QOS
•Cloud enabled deployments
•Fat pipes: LTE rollouts and enterprise SIP trunking
Build
Deploy
Scale up and cost reductions
2012
Carriers, MNOs, and Over-the-Top / cloud SPs planning / readying video services
Moving out of Early Adopter phase

Multiscreen TV: New Rules of Consumer
Engagement
W atch-list
Personalized
Linear
On-Demand
Download
The New TV Experience
Lean Back
Morning at home
1-2 hours
TV, Tablet, Phone
Commute to work
1 hour
Phone
Commute home
1 hour
Phone
W ork
8-10 hours
Laptop, Tablet, Phone
Evening
4-6 hours
TV, other screens
24 midnight
12 noon
Multiscreen Daily Usage

Multiscreen TV: the Service Provider’s
Perspective

Multiscreen Service Platform

A Standard Ecosystem for future
Communication Services: WebRTC, RCS,
VoLTE & GSMA OneAPI
Address new verticals as
ehealth, e-commerce,
gaming, etc.
enables
RCS 5.x (IP
Address book, presence, IM, video/voice call)
Group chat, content sharing
Web-based RTC
voice & video
TV-based RTC
voice & video
Video
conferencing

Any Questions?

New Service Development and Service Delivery Innovation in Mobile VAS and Multimedia

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