Next Generation Service Platforms for Multimedia and Value Added Services

Next Generation Service Platforms for
Multimedia and Value Added Services
By ALI Saghaeian
Chief Analyst & Consultant
Telecoms, IT and Media
Ali.Saghaeian [at] gmail.com

Objectives
• What are the Features marketed as ‘next-
generation’
• What is the Status of global VoLTE implementations
• Exploring Beyond VoLTE: Customer Centric Service
Innovations
• What are the VoWiFi Business Drivers
• Operator’s Opportunities via webRTC and its VAS
• What are the Benefits of Virtualization - the path to
Network Functions Virtualization (NFV)

Agenda
• VoLTE: A Catalyst for Transformation
• VoLTE vs OTT Voice Call
• Next Generation Wi-Fi Calling
• Consumer Use Cases for VoWiFi
• Voice/video moving from service to function
• WebRTC value-added services and Telco use-
cases
• IMS Underpinning for Next-Gen Telco Services
• Virtualization evolution and roadmap

Features marketed as ‘next-generation’ are
underwhelming
Improved battery life
Faster call set-up times
Main benefits claimed in marketing for VoLTE services
High-definition voice
Simultaneous voice and data
Rectifies a shortcoming
Potential for competitive differentiation
Limited marketing potential
Difficult to ascribe value to operator
Limited penetration – needs interconnect
Variable quality (better than OTT, not necessarily 3G)
Issues only when outside acceptable limits
Learned protocol, not customer choice
Questionable results to-date
Dependent on high or contiguous coverage

VoLTE: A Catalyst for Transformation
Smart Dialer
Shared Line Multi-Line
Network Transformation
Business Transformation
Service Transformation
VoLTE
VoWiFi
RCS
VoLTE – As – A - Platform
 Service Parity
 Better Voice
 Extend Reach
 Global Carrier
 Rich UX
 Video
All-IP Communication
Services
Adjacent Markets
SMB, Residential
Platform Enrichment
Productivity Solutions
Mobile Channel Growth
Channel
VAS Direct WebRTC
Developer Community
Web/Mobile CaaS
Native UX
Multi-Device
RCS Stream
Enablers
Direct-Talk IMS-PBX

Status of global VoLTE implementations

Some of VoLTE Launch Challenges
VoLTE client & chipset integration
Addressing limitations in technology
Coverage gaps between legacy & LTE
Vendor product gaps – feature requests
Customer Experience
Single number routing is a major issue
Standards do not define how service synchronization between CS and IMS works
Avoids duplicated charging on users IN, SRVCC calls
Biggest challenge with ensuring user experience!!
Seamless vs. new and improved
Service Parity
Option 1: Re-invest capital to re-do features on new platform
Option 2: Start fresh with new capabilities
Options 3: Only keep the popular services, not all CS services

Beyond VoLTE: Customer Centric Service
Innovations
 Revive Lost Business Sources
 Create New Revenue Streams
Address Daily Needs of Modern Connected Lives
Enable Distinct Persona & Context for Conversations
Solve Very Specific Communication Challenges Innovate Like OTTs to Establish Operators as Primary CSP

VoLTE market activity
Over 105 active MNOs (31 Launched / 45 In Deployment / others in various stages)
Source: GSA and various operators
4 / 7
10 / 20
15 / 11
1 / 3
1 / 2
0 / 2
3 200 to 220 VoLTE-capable devices available 72% of smartphone consumers are interested in using an HD voice service 60% would use an app from their CSP to make and receive voice calls if it does not consume mobile data Source: Alcatel-Lucent 2015 survey of 5,504 smartphone end users in USA, UK, Japan and Brazil
International VoLTE market drivers for MNOs
• New roaming opportunities for CDMA MNOs
• Expands rich voice service to international calls
• Simplifies international interconnect for VoLTE calls
Ovum survey and whitepaper (Feb 2015)
• 50% of MNOs to deploy international VoLTE within 6 to 12 months of
domestic

VoLTE vs OTT Voice Call
• VoLTE improves service quality of existing voice calls and differs from OTT
voice calls by its guaranteed QoS (quality of service)
・Basic services provided by carriers that must follow telecom regulations
・Various players offer voice call services based on internet technology (VoIP)
・No regulation and quality is NOT guaranteed
OTT Voice Call
Voice Call by Carrier(VoLTE) <VoIP Apps>
Low Cost with Wi-Fi or Cellular Unlimited Data Plan
No Quality Guarantee
<3G/4G Voice Call>
Connectivity / Continuity（QoS）
Telephone Number
Emergency Call
Traffic Control, Prioritized Call
Interconnectivity
<VoLTE>
Quality Improvement
Video Call

Next Generation Wi-Fi Calling
W i-Fi
LTE
W i-Fi RAN
S-GW
ePDG
P-GW
Circuit
Switched
LTE RAN
Voice over W i-Fi (VoW i-Fi)
Voice over LTE (VoLTE)
Native support:
•VoWi-Fi
•VoLTE
•Call Transfer
VoWi-Fi VoLTE
Same
Dialer
1
Secure IPSec tunnel going through ANY
Wi-Fi Network
2
ePDG terminating
IPSec and connecting with P-GW
3
IMS with support for VoWi-Fi and VoLTE connecting to PSTN
4
3GPP AAA
Authenticating and Authorizing the Wi-Fi Calling
service
5
IMS Core
VoLTE
People with mobile devices are within Wi-Fi coverage 90% of the time!
(Source: ABI Research, 2014)

Wi-Fi calling addresses the familiar issue of
poor indoor coverage
“30% fewer calls to customer services from customers with Wi-Fi calling” - EEIndicative distribution of locations for mobile calling
50%
20%
15%
12%
8%
To get a cheaper deal
Poor coverage
Data/SMS/voice allowances
Poor data speeds
1
2
Top 5 reasons to churn
3
4
Poor customer service
5
49%
20%
20%
18%
18%
Question: “Why do you intend to change your mobile provider?”; n =963.

VoWiFi Business Drivers
• New Services - Compete against the main OTT VoIP and video
competitor (Skype) – enhanced user experience / loyalty /
Incremental revenue
• Offer Indonesian or anyone outside Indonesia a service to call back
to Indonesia without incurring Roaming Charge
Offer Indonesian subscribers a service to receive calls on the
mobile number without incurring Roaming Charge
Coverage & Network Offload - Better user experience and
macro network offload (70% of mobile usage is inside
office/home) – lower churn and cost
• Easy Billing - A challenge in many Asian countries with low use
of online payments and credit cards - faster revenue realization
• Brand Dilution - Avoid being perceived as a “dumb pipe”
provider - attach users to innovative services and keep the
brand fresh
• Network Transformation - Prepare the organization to more
easily evolve to IMS based HSPA+, VoLTE and RCS services – 4G
network readiness

Consumer Use Cases for VoWiFi
‘Roaming CS Avoidance’
Improved Service Coverage
‘Roam Like Home’
Roaming for Non-Subscribers When roaming, use WiFi for calls
 WiFi App detects handset is roaming
 Calls are always placed using WiFi
 Usage is ‘home rated’ based on home plan Consumer benefits from local rates. Home operator benefits because it gains revenues from calls which otherwise would have been made on a competitors service or not made at all and avoidance of bill shock.
Use roaming 3G/4G data plan for VoIP calls
 Roaming Data may be lower cost than Roaming Data
 Total data consumption of a VoIP call is low
 Its lower cost to make a VoIP call over 3G than CS
 When roaming app uses 3G/4G data network as VoIP call. Consumers benefit by avoiding costly Circuit Switched calls
Switch to WiFi in poor 2G/3G coverage
 Users are surrounded by multiple network bearers
 WiFi App selects WiFi bearer when its available and best choice.
 Usage is still ‘rated’ based on users plan. Consumer benefits from extended coverage and quality. Operator benefits from revenues from calls which otherwise would have not been made and avoidance of bill shock.
Visiting users buy package of local ‘voip’ minutes
 Users download ‘app’ when arriving in new network
 Calls are routed as VoWiFi or VoIPo3G/4G
 Rated using a local pre-paid plan rather than roaming Consumer benefits from local rates. Roaming operator benefits from increasing local termination revenues which might have otherwise been avoided. Home Operator benefits from lack of bill shock.,

What Operators are Saying about VoLTE and
VoWiFi
Clear conversations and
reduced background
noise so you feel like
you’re right next to each
other. Make and receive
high-definition voice
calls and enjoy:
• Crisp call quality
• Less background noise
• Simultaneous voice
and data at 4G LTE
speeds
May 23, 2014
VoLTE is the next
major advancement in
LTE; customer benefits
include faster call
setup times (almost
twice as fast) and HD
Voice.
Launching VoLTE is
our first step toward a
host of rich
communication
services and additional
innovations around Wi-
Fi calling.
May 22, 2014
We believe the
combination of this
robust network along
with the new features
is going to create a
new, meaningful
experience for our
customers for their
calling needs.
HD Voice and video
calling would be the
two main services
initially offered through
VoLTE technology.
May 20, 2014
EE has announced
plans to launch VoLTE,
with a VoWiFi service…
both promise
improvements in
quality-of-service over
traditional circuitswitched
calls.
Both services are
enabled via an IMS
capability in EE’s
network.
June 20, 2014

Mobile Voice Minutes of Use—VoWiFi, VoLTE,
and VoIP
Note: VoLTE and VoIP are mobile-specific; VoWiFi could be from any Wi-Fi connection. Circuit-switched
mobile voice is excluded from the mix.
Source: Cisco VNI Mobile, 2016

Evolution of Communications Services
OTT or Device App
• Multimedia rich
• Crowded space
• Different apps for
different services
• Community based
RCS + W ebRTC
• Multimedia rich
• Available on all
devices
• Enables Mobility
• Global
interconnectivity
Circuit Switched
• Everyone has it
• Global
interconnectivity
• Easy to use
• Supported on all
phones
Time / Generations
Feature
Richness

Voice/video moving from service to function
Service e.g. SMS, Telephony
Product e.g. Viber, Uberconference
Feature e.g. In-game chat
Function
Voice/video moving from service to function Ali.Saghaeian [at] gmail.com

A large ecosystem commitment
Extend, enhance and support various aspects of WebRTC technology (APIs, Infrastructure, SDKs) W ebRTC 28 W ebRTC Platform and Tool Devs
Develop WebRTC applications for browser and devices
App Developers Integrate WebRTC into existing applications, or white label and resell existing WebRTC-based solutions Service Providers Provide interfaces between mobile, IMS or PSTN networks and WebRTC platforms
Gateways Develop and standardize WebRTC base APIs and functionality Technology Developers
A large ecosystem commitment

WebRTC: Enabling any-to-any
Communications
3
 Peer to Peer real time communication capabilities
native to the browser
 Instant peer to peer communication
 No clients to download
 No plugins required
 Interoperable and consistent across platforms
 Voice, Video and Data Communication
 Data communication e.g. online gaming,
whiteboard sharing, session-mode
messaging etc.
Enhances Communication
Makes Browser a new device type
Improves User Experience
Enterprise UC space Web OTT players Telco Service
Web 2 Call Center
Enables RTC in new Applications
Social Networks
IMS

WebRTC on >6bn devices by 2019
Million W ebRTC
devices worldwide,
year-end
Source: Disruptive Analysis 2014 Edition W ebRTC Report
0
1000
2000
3000
4000
5000
6000
7000
2011 2012 2013 2014 2015 2016 2017 2018 2019
Other (TV+M2M/IoT)
Smartphones
Tablets
PCs

WebRTC value-added services
 Voice/Video calls +SMS / MMS / IM
• (One2One / One2Many)
• from any device to any device
 PC, Tablet, TV… Social Networks
• anywhere
 Wifi, 2G/3G/4G
• No need of SIM card
 Benefit from your existing MSISDN/IMSI
• Same services (reachibility, Call Forwarding, voicemail/videomai l, mutli-ringing…)
• New services (Call Move / Call Pickup between devices)
 APIs for 3rd-PTY webApps
 Click2All
• Voice/Video + SMS
• Contact Me / Call Me …
 Presence / Reachability
• Do Not Disturb…
• Capability Discovery
 Conferencing
 Call Centers

Operator’s Opportunities via webRTC
OTTs:
• Threatened by this disruptive
technology
• Defensive approach - Extending
their endpoint to Web
• Consolidation in the OTT segment
or collaboration with Telcos
Operators:
• Extend reachability of existing Telco
services
• Offer multi-media rich services on
multiple devices over multiple
access networks
• Create new services for vertical
markets in the home context
Mobile Operators can offer ‘Google Voice’,
‘Google Hangout’ like services with 1 number,
multi-device access – smartwatch, smartphone,
Tablet, Laptop, TV over multi access network

Telcos: WebRTC deployments / interest
NTT
Telefonica
Telenor
Interoute
One Bridge
Comcast (‘15)
SK Telecom
Testing video-concierge
service for the blind
Orange
Planning IMS interop
Libon Voice?
AT&T
Standards work
API & foundry
Quiet recently
FinNet
TV-based videoconferencing
w/ptnr TellyBean
Verizon
LinkedIn ad for WebRTC
intern on enterprise apps

Selected Telco use-cases of WebRTC

WebRTC and VoLTE
WebRTC offers voice/video and data into a Web surfing experience
enabling Service Providers to offer an enhanced communication
WebRTC brings high value to VoLTE expanding the customer-base of Telco
Services Providers

Getting the foundation in place - IMS
Better Voice Network
Quality, Latency, Setup
Spectral efficiency
Stepping stone
Voice incorporated
Natively supports voice
Integration with enterprise services
VoLTE
RCS Richer User Experience
Evolution path for messaging
Mobile User Identity
Enhanced address book
Unmanaged Wi-Fi & tailor best effort services
VoWiFi & small cell strategy
Broad Device Ecosystem
Interoperability
Integrated service experience
+ Getting the foundation in place - IMS
The Benefits of Service Innovation

IMS Underpinning for Next-Gen Telco
Services
Fixed
Broadband
VoIP
IP Centrex /
UCC
Mobile
4G LTE
VoLTE
RCS /
Mobile UC
Wi-Fi First
VoWi-Fi /
Global Reach
WebRTC
Web /
Developers
Mobility /
Cost Control
Differentiation /
Multi-Device
IP Transformation /
Cost Control
All-IP
Convergence
IMS-AS-A-Platform
Value-added
Portable Services
Cloud Data
Opportunity to
Exploit Enablers

The Benefits of Virtualization… on the path to
NFV
Virtualization
SW-based
NFV
Cloud-based
Traditional Telco
HW-based
NFV
Infrastructure
Multiple
applications
Multiple
applications
Single
application on
purpose-built
hardware
Single
application
Virtualization
COTS HW
Multiple
applications
Virtualization
Layer
NFV Management
& Orchestration
Hardware
Resources
 Open Industry Standard
 Optimization and Convergence
 Economy of Scale
Capacity Elasticity
 OPEX/CAPEX Reduction
 Closed Ecosystem
Deployment Flexibility
 Service Agility
CAPEX Reduction
 Proven Technology
 Scale & Reliability
 Price Premiums
 Monolithic Architectures

Virtualisation evolution and roadmap

Any Questions?

Next Generation Service Platforms for Multimedia and Value Added Services

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