IMS Service Innovation

IMSService
Innovation
Claude Florin
Multimedia Marketing Manager
HP OpenCall Business Unit

© 2006 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

IMS service innovation
3G/IMS opportunities
•
− 3G adoption trends
− Users and services
3G/IMS video services
•
− Experiences in Europe
− 3G video service portfolio
Innovation approaches
•
− Business strategy
− HP OpenCall IMS services

3 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

Surfing on waves
Communities and multimedia

1980s 1990s 2000s 2010s

Surfing on waves
Mobile broadband technologies

Data
t
c as
Rates d
roa
(Mb/s) Mobile IP
/ b bs.)
100
A network
u
WB 0M s
/
AN : 20 WiMAX
L6 WiBRO
W0 Video
(20
10 Quality
WCDMA
OFDM HSxPA
MBMS
FLO
DVBH Rel 6
WLAN EV-DO HSUPA
DMB
Rev B
5
Rel 5 CIF 15 f/s
)
bs.
EV-DO 800 kb/s
HSDPA
su
Rev A M
00
2 1
:
EV-DO QCIF 5 f/s
6
00
WCDMA 128 kb/s
2
Rev 0 (
bile
mo
GPRS
0.5 SQCIF 5 f/s
3G time 48 kb/s

2003 2004 2005 2006 2007 2008 2009 2010

Surfing on waves
Americas mobile video starting

The rise of communities
US consumers interest in mobile video
20

100
15
80

on-line accesses
60
10
40

20
5

0
2005/12 2006/02 2006/09
0
2004 2005 2006
Video uploads (thousands) Video streams (millions)
Extremely interested Very interested
Subscribers (millions)

Source : In-Stat July 2006 Source : Nielsen Netrating, YouTube, Hitwise


Surfing on waves :
Asia’s WCDMA connections
77

WCDMA connections 74
(millions)
70 64

60 54

50 45
36
40 33
28
30 20
20 14
9
5
10 2
1 1
0
Q3 Q1 Q3 Q3 Q1 Q3 Q3 Q1 Q3 Q3
Q1 Q1 Q1 Q1
2004 2005 2006 2007 2008 2009 2010

Japan Rest of Asia
• •


Surfing on waves
EMEA WCDMA growth follows Asia

3G WCDMA
Western Europe network additions
HSDPA roll-out
30
network additions

25

20

15
Lithuania
Estonia
- Omnitel
10
- EMT

5
Switzerland
0 - Swisscom

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
04 04 04 04 05 05 05 05 06

EMEA 2G EMEA 3G

Source: Ovum 2006

Meet our 3 friends

Nick Mark Isabelle


Meet Nick : he likes discovering new music

Meet Mark : he’s a football fan

Share video


Meet Mark : he also likes new technology

Share video
Tech and miles


Isabelle : she is always connected to her
friends

Today…

Our three friends are looking for a place to organize a
college reunion party

Nick spots an interesting restaurant,
and decides to suggest it as the reunion venue


He pops in and takes a photo of the place

He sends the picture to Mark and Isabelle

He receives the
picture from Nick


He replies with an instant
message, asking for more info


Nick decides to
get his friends
on a call


Share video

(embedded
video)

Nick: “I’m telling you, it’s perfect.
Let me show you around.”

She sees Nick’s photo,
Mark’s IM, their call and the
video in one conversation

3G video service portfolio
4 types of user experiences

Content discovery Personal messages
Music video Blogging &
Sport Call completion
Karaoke messaging

Communities Branding
Conference Contact
Content Advertising
& monitoring Center
sharing


3G video service deployment
Turning user personalized experience into revenue
Impulse buy
Select new
Promotion
portal skin

Book tickets

User blogs Video concert
on portal on portal booking
Video share
User
call
Content
Video Location
Location
Reviews Group
notifications service
service
list
Personalized
Portal

Invite
Generate
friends
calls, MMS

Personal video strategies
Facilitate user content generation
It’s the next step; direct video blogging from your 3G mobile. It's
about you - capturing the moment instantly and sharing it with friends,
wherever they are.
1. Setup your 3Gvidcast account
2. Videocall
3. Record your blog
4. Review and post your blog

Source: www.3Gvidcast.com

“Mobile phones are cheaper
than PCs, there are three times
more of them. Mobile is going
to be the next big internet
phenomenon”
Eric Schmidt
CEO of Google


Video content strategies
Engaging fans with user generated content

Fans comment matches on the web and on TV.
•
• Up to 300 video calls / hour


Engaging TV with user generated content

Source : BBC Sports, 2006


“The response is immediate: tell
people about it, ask good
questions.
People like to be on TV”
Chris Yanda, executive producer,
BBC


Engaging fans with music, ringtones, competitions
• Universal Island - Sugababes
− Phase 1, September 2005
• Promotion microsite
• Focused on singles and album
• POC on medium for Island Records
− Phase 2 November 2006
• New album & ringtone downloads
• Competition & user generated content


Video marketing strategies
Outbound, inbound campaigns


Video marketing strategies
Mobile advertising for consumer brands

Short dial : quot;MYHP“ 6947
•

SMS & e-mails push
•
• Web page promotion
• 7% response rate

“Imagine the brand power as
consumers can view a film
trailer, or catch their first
glimpse of a new car zooming
down the road – all in the
palm of their hands”
Damian Blackden, CEO
Universal McCann


3G service evolution
Mobile service adoption and revenue projections

Mass
Early

s
ne
market

o
o
adopters

il
gt
de

a
IM
rin

em
Vi
2011
SMS
MMS
IM

2005 SMS
Critical Mass
l
emeo
ai

es
rin S
M
on
d
Vi

M
gt

0% 20% 40% 60% 80%

2 B€ 5 B€ 15 B€
Sources: Jupiter, EMEA service migration, 2006

Video launch strategy
Utility pricing during adoption

High
expectations
Rapid
disapointment
Utility / price

Attrition
risk

1% 5% 10% 15% 20% 30% 50%
Penetration
Price
Promotion
Perceived utility
Actual utility

Video growth strategy
Exploiting the long tail content distribution
Revenues

20%
•Portal content (films,
10% of
sport, soap, music)
revenues
•Personal and group
calls • Group user
•Hosted user generated content
generated content (blogs, messages)
70% of (clubs, enterprises) •Friends and
revenue •Advertising family content
(photos, videos)
• Voice, SMS,
MMS bundle

1-10 101-1000 Services
11-100


3G video business model
Mobile advertising still in its infancy

80 240

70

60 180

50

120
40

30

60
20

10

0
0
TV Newspaper Radio Internet Games Mobile

Advertising ($B) Viewing time (min)

Sources : Television advertising bureau, National Newspaper association, Internet advertising bureau, Electronic
software association, Yankee Group, HP - Claude Florin - HP OpenCall Business Unit
Alcatel 2005
60 March 14, 2007 Copyright © 2007

3G technology and
service enablers

OpenCall 3G/IMS services
Interactive video services

blogging, portal, call
completion, messaging,
conferencing

Video
streaming

Video Service
conference Creation

OC media VxOne
platform service creation

IMS and network enablers


Service creation for web and TV production
WEB design tools
OCMP service management

Video call flow editor

Instant communication services

Instant
Communication
client

Group
Video
management
conference

Audio Application Content
Presence
conference launcher Management

Instant
OC media OC XDMS
OC IC
messaging
platform Server
application server
server

IMS and network enablers


3G/IMS service innovation process
Blue Ocean strategy
“Create and capture new
•
demand”
engage communities
• “Create uncontested market
space“
create complete multimedia
user experience portfolio
• “Make the competition
irrelevant”
cooperative business model
with partners
• “Align the whole system of a
company in the pursuit of
differentiation and low cost”
flexible content creation and
delivery infrastructure


IMS Service Innovation

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