Transcript of "LTE World Summit 2012 Bill lesier gits-research-masterclass-2_thurs"
4G + Cloud 4G + Cloud + M2M Mobile Cloud and M2M Global Studies: Telecom Operators and Vendor Enabling Solutions Bill Lesieur Senior AnalystWireless Market Research & Analysis www.maravedis-bwa.com
Completed Study: 4G+Cloud=Innovation & Profits? • STUDY FOCUS: The study is focusing on how 4G networks combined with cloud computing will drive a new wave of innovation and ROI for operator content, services and applications. SUPPLY SIDE: vendor DEMAND SIDE: Operators’ infrastructure, telecom role in the cloud value software, professional chain (provider, broker, services and enabling billing, etc.); focus on technology that will 4G/LTE-WiMAX services allow operators to build and mobile services; internal cloud enterprise versus infrastructure and deliver consumer cloud services, mobile cloud services MNOs and OTT players; ecosystem of partnershipsplus NEW STUDY: Cloud + M2M/Internet of Things and alliances. BROADBAND WIRELESS INTELLIGENCE In-Progress Cuts of On-Going Survey of www.maravedis-bwa.com Mobile Operators Worldwide
What is Mobile Cloud? • From the end-user perspective, mobile cloud is about extending cloud computing to mobile devices by providing the application, processing and storage in a cloud platform rather than on the device. • From the industry perspective, mobile cloud is about the MNO role in the mobile cloud value chain as cloud services provider, broker, billing, etc.BROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
Mobile Cloud Dynamics and Dimensions 3 to 5 Screen •Application & Content •Application & Content World •Portability •Business Models •Consumer vs. B2B Lock-in •Commerce •Future of HTML5 •Partnerships Amazon, Rackspace/ Mobile OTT, App Stores, OpenStack Cloud Dev Ecos •Network, Security, WAN •Dumb/Smart Pipe Optimization, SLAs, 4G Networks, •Dumb/Smart Cloud Enterprise Services ROI, Exposing •Horizontal OTT vs Telecom Assets OperatorBROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
Operator vs. OTT Players Importance of branded mobile cloud services in competing with OTT players (Google, Apple, Microsoft/Skype, FaceBook, etc.) Very Important ImportantBROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
Business Drivers in Offering Mobile Cloud Services Primary business drivers in offering branded mobile cloud services ARPU Margins Churn Brand Compete-MNOs Compete-OTTsBROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
Business Challenges in Offering Mobile Cloud Services•Strategy: establishing a company-wide strategy, plan and commitment•Organizational: bringing together the IT and network staff to build organizationalknowledge and capabilities in cloud services•Investment: investment needed to build cloud delivery and management platform•Network: network performance and bandwidth constraints•OSS/BSS and SDP: upgrading and unifying the OSS/BSS and SDP environment tosupport mobile cloud services•Business Model: establishing the business model and negotiating with cloudapplication providers in leveraging your unique 4G capabilities•Time to Market: Accelerating time to market to development and deploy mobile cloudservices•Competition with OTT: Competing with the Over-The-Top Internet players (Google,Apple, etc.) in mobile cloud services•Competition with MNOs: Competing with other mobile network operators inmobile cloud servicesBROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
Business Challenges in Offering•Strategy: establishing a company-wide strategy, plan and commitment Mobile Cloud Services•Organizational: bringing together the IT and network staff to buildorganizational knowledge and capabilities in cloud services•Investment: investment needed to build cloud delivery and managementplatform•Network: network performance and bandwidth constraints•OSS/BSS and SDP: upgrading and unifying the OSS/BSS and SDPenvironment to support mobile cloud services•Business Model: establishing the business model and negotiatingwith cloud application providers in leveraging your unique 4G capabilities•Time to Market: Accelerating time to market to development anddeploy mobile cloud services•Competition with OTT: Competing with the Over-The-TopInternet players (Google, Apple, etc.) in mobile cloud servicesBROADBAND WIRELESS INTELLIGENCE•Competition with MNOs: Competing with other mobile www.maravedis-bwa.com
Business Challenges in Offering Mobile Cloud Services Top challenges correlated with 4G deployment status. Future Plans Future Plans RFI Lab Trial Soft Commercial Uncertain Committed Launch Launch Strategy Strategy Strategy Strategy Strategy Organization Organization Organization Investment Investment Investment Investment Investment Network Network Network Network Network Network OSS/BSS OSS/BSS Business Model Business Model Business Business Model Business Model Business Model ModelBROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
Enterprise Mobile t and busine ss us e rs Cloud Services arke rpr ise m ente Sign the ifica s for nce plan of e oud nterp i le cl rise Mob eren c in g plan mar ket Co n f ent to r Curr Plans for Enterprise IP te le ph r e ac Se c u ony c e ss ging F utu re p lan etur n on i nve stm ent e ssa Mobile Cloud Co r por ate m mmu nic a tion Unif ie d co ac ku p an d sto r age one Importance of Services B X ph p PB skto e ma il al de Mob ile p hon e as vir tu De v Man ic e m age d anag Colla e me bor a nt tion 50% 60% 70% 80% Enterprise Mobile ation s 40% SaaS : Bu sin duc t e ss a iv pplic ity a pplic ation s 0% 10% 20% 30% Cloud Services : Pr o SaaS• Many operators and their vendors are focusing their mobile cloud efforts on the enterprise business market, which is expected to represent the larger and more profitable revenue opportunity for mobile operators. BROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
New Complimentary Study Mobile Cloud Driving M2M &Internet of ThingsM2M Challenges:• Cost• Standards, Architecture, & Interoperability• Ability to scale• Agility & Time to market• Security• Maturity of applications/solutions• Integration with IT Systems• Profitable business models• Fragmented supply chain and ecosystems• Innovation/R&D• Marketing/Education/AwarenessBROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
New Complimentary Study Mobile Cloud Driving M2M &Internet of Things M2M Challenges: SaaS • Cost more cost efficient and innovative • Standards, Architecture, & Interoperability applications • Ability to scale • Agility & Time to market • Security PaaS more cost efficient • Maturity of applications/solutions and easy to • Integration with IT Systems use/integrate • Profitable business models platforms • Fragmented supply chain and ecosystems • Innovation/R&D IaaS scale, storage, • Marketing/Education/Awareness processing, big data analysis, federationBROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
M2M Data Challenges Releasing Trapped Data Using the Data & Integration Sharing the Data Analyzing/Processing the Data Securing the Data Storing the Data Transport the Data Minor Major www.maravedis-bwa.com Challenge ChallengeBROADBAND WIRELESS INTELLIGENCE
M2M Data Challenges Releasing Trapped Data Using the Data & Integration Sharing the Data Analyzing/Processing the Data Securing the Data Storing the Data Transport the Data Minor Major ChallengeBROADBAND WIRELESS INTELLIGENCE Challenge www.maravedis-bwa.com
QUESTIONS? M2M+Cloud Please Take Our Survey: M2M+Cloud www.surveymonkey.com/s/MaravedisM2MCloud Bill Lesieur firstname.lastname@example.orgBROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
Cloud Services, Multiple Devices and Portability Pla ns t o sup es por v ic tm er u ds and ltiple lo u con dev ec ten ices b il pla n t (s mo nt ma and p rre n 4G pla rtp d ed Cu tu re hon ortab an Fu e, t ility g br abl of a et, fer in PC, pplica r of TV) tion s fo s, la n ser P vic es g gin sa oIP es V /m ing ing nc TE rk re wo fe VoL p et on u % ln c ck 80 c ia g& ba ing So llin nd har n ca g e a on s visio c 70 % eo r a ati le si Vid Sto L oc d te g mu ng % e in i 60 rd ag e e c o e am e ss e nc s/r Str IP m r e s lling % vie e d P ca g 50 mo rg p agin ing nv e ou ss n % Co gr e sio 40 e am u c h c e m le vi dio Str to vi te ra t % O ne i-de L ive L ive te x 30 ult to ing M ic e ar s % Vo to sh ote 20 o n g Ph oic e tor in R % V i 10 on d P V r e m ase e te m b tm 0% ho ud - r l & Clo /sma tr o gy c on er te en mo me Re Ho • As for planned offerings, social networking/messaging was the top ranked mobile cloud services. • One of the biggest factors impacting the user experience in upcoming years will be the support of multiple devices and the portability of applications, services and content among these devices.BROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
Infrastructure & Enabling Technology• The key question and uncertainty for operators is defining what a carrier-class cloud platform is and what infrastructure & technology is needed to enable differentiated cloud services.• While the vendors are taking different approaches to enable the operator cloud, the common theme is that the network is essential in enabling carrier-class cloud services to support real-time applications and enterprise cloud services with service level guarantees.• Telecom vendors are focused on exposing, or enabling the use of network assets and unique telecom capabilities to allow the operator and its partners to develop more robust and differentiated cloud services to compete against Amazon, Google and other public cloud providers.BROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
Fear Uncertainty Doubt (FUD) Prevails • Mobile Cloud Operator Study – 77% of Mobile Operators Plan to Support Multiple Devices and Portability in 4G Networks – Operators Challenged to Develop Profitable Mobile Cloud Business Models • Mobile Cloud Vendor Study – IT and Telecom Vendors Racing to Define and Deliver Carrier-Class Cloud Infrastructure and Cloud Path Optimization – Uncertainty remains amongst operators on how to enable differentiated and profitable cloud servicesBROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
Mobile Cloud Infrastructure & Enabling Technology “While the vendors are “Most of the telecom taking different approaches vendors are focused on to enable the operator exposing network assets and cloud, the common theme is unique telecom capabilities the network is essential in to create more robust and enabling carrier-class cloud differentiated cloud services services to support real-time to compete against Amazon, applications and enterprise Google and other public cloud services with service cloud providers.” level guarantees.” Key Study TakeawaysBROADBAND WIRELESS INTELLIGENCE www.maravedis-bwa.com
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