OTT – Over the Top                    Telco                 The relations and roadmaps of Telco companies with            ...
What is OTT ? OTT – Over the Top stands forapplications and services that do nothave any infra structureTelefónica Digital
OTT comms have seen explosive growth…OTT comms have experienced                                             64% of App usa...
PDI Building the Future Digital   4
Smartphones and OTT   Smartphones        have   become   ‘hero’ devices for consumers and   lucrative data usage drivers f...
Show me the money !    Monetize by:      WhatsApp partners with carriers in                      Hong Kong to provide free...
… but the market is highly fragmented with noestablished leader – yet!  OTT comms players position                        ...
Its not all roses for the OTT players No unified experience     Icon overload     Inconvenience     Fragmented/untrusted b...
Five strategic options exist for telcos to tackle theOTT threat…                      Control                      Compete...
So what can carriers come up with thatcompetes ?1.Create      a new communications market that      merges the best of Tel...
- creates a new category - “Over The Telco”Taking the best of the web and integrating it to the best of traditional Telco ...
Your phone in the cloud                         Now your phone service is an app                     …and the service is a...
Telefónica Digital
So how does it look like?                           TU Go service                                             SIP Access  ...
O2 MovieTelefónica Digital
Telefónica Digital
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Ott – over the telco the relations and roadmaps of telco companies with the ott players

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Ott – over the telco the relations and roadmaps of telco companies with the ott players

  1. 1. OTT – Over the Top Telco The relations and roadmaps of Telco companies with the OTT players by Gil CohenTelefónica Digital
  2. 2. What is OTT ? OTT – Over the Top stands forapplications and services that do nothave any infra structureTelefónica Digital
  3. 3. OTT comms have seen explosive growth…OTT comms have experienced 64% of App usage is communication &explosive growth… Time spent/day social networking… but increasingly we’re just the pipe Skype-to-Skype calls (including Non smartphone video calls) grew 48% in 2011, to 145 billion minutes (50% crossed ’ 6’ a national border) Skype has over 200 millions avg. monthly connected users. SmartphoneSource: Gigaom, Skype Journal Top selling iPhone, Android and ’ 1h30’ BlackBerry app in main markets Dec11: 1 billion messages/day Tablet Tens of millions active users (estimated) Source: Whatapp Website ’ 2h45’ Reached 5 millions users in 5 days PC (launch 2nd Dec10) ~18 millions active users/month, ’ 3h50’ 30 million registered users by Oct 2011 19% of App time is “communication”, >50 million registered users Feb although 45% is Social Networking 2012 Source: Ipsos MORI “App Tracker”, February 2012 Telefónica Digital 3
  4. 4. PDI Building the Future Digital 4
  5. 5. Smartphones and OTT Smartphones have become ‘hero’ devices for consumers and lucrative data usage drivers for operators OTT apps offer ‘free’ services to utilize connectivity OTT services break the relationship with the consumer and risk mobile operators being seen as ‘dumb pipes’ Consumers choose operator services almost entirely on priceTelefónica Digital
  6. 6. Show me the money ! Monetize by: WhatsApp partners with carriers in Hong Kong to provide free of charge WhatsApp traffic ( including roaming •Advertising ) when using their service. Skype WiFi •PSTN Out • Get online at over 1 million WiFi hotspots worldwide and only pay for the time you’re online with Skype Credit. •Get acquiredTelefónica Digital
  7. 7. … but the market is highly fragmented with noestablished leader – yet! OTT comms players position Most OTT comms players are start- App to App ups, requiring Voice oriented OTT (incl text) & monetization Call in-out sources in the medium term ( App to App & Big Internet players are taking Call out positions in this domain – Widespread App to App presence in messaging (Apple, Google, Microsoft Facebook…) Text OTT – Entering voice Messages only OTT domain: In 2011, 9% of messaging revenues was lost to OTT players – 59% increase Microsoft acquired Skype By 2016, $52bn (7%) of telco voice revenues will be eroded Mobile Multi-device for $8.5bn inSource: Arthur D. Little 2011 Telefónica Digital 7
  8. 8. Its not all roses for the OTT players No unified experience Icon overload Inconvenience Fragmented/untrusted brands Barriers to making connections Apps & services lack cross platform support Ability to communicate and share restricted by platform choice PC and Phone don’t work together Inability to access data from many locations and devices Customers let down by lack of network coverage Cost sensitive customers looking for alternatives No integration between phones and PC applicationsTelefónica Digital
  9. 9. Five strategic options exist for telcos to tackle theOTT threat… Control Compete Fragment Partner Wait Telefónica Digital 9
  10. 10. So what can carriers come up with thatcompetes ?1.Create a new communications market that merges the best of Telco with the best of the web. (Over the Telco) •cloud based telephony service •cellular and IP networks •customer data storage and syncingTelefónica Digital
  11. 11. - creates a new category - “Over The Telco”Taking the best of the web and integrating it to the best of traditional Telco Only available to TEF customers inyour mobile # is an Now … and the service is country initially app and a service… available everywhere Its your real number in the cloud Enables multiple devices so never lose your phone Your phone now works on Wi-Fi and Always in sync in the Cloud GSM with optimised signal coverage Synchronised ringing across Wi-Fi and GSM connections National call rates when roaming overseas on Wi-Fi Telefónica Digital 11
  12. 12. Your phone in the cloud Now your phone service is an app …and the service is available on any deviceTelefónica Digital
  13. 13. Telefónica Digital
  14. 14. So how does it look like? TU Go service SIP Access App Mediation IT NGIN Media GW Device Operator networkTelefónica Digital
  15. 15. O2 MovieTelefónica Digital
  16. 16. Telefónica Digital

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