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Disruptive Analysis - Telco-OTT Opportunities, Kiev OTT Services Conferences Mar 22 2013

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Telecom operators often frame their battle "against OTT players". This is flawed - telecom operators themselves can offer OTT services, for content or communications or cloud services. The …

Telecom operators often frame their battle "against OTT players". This is flawed - telecom operators themselves can offer OTT services, for content or communications or cloud services. The presentation characterises the evolution of telco-OTT services, as well as some of the obstacles and required skillsets. It also examines tehe emergence of WebRTC as a key enabler

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  • 1. Telco-OTT : Exploiting the Internet vs. fighting it Dean Bubley, Disruptive Analysis OTT Services, Kiev, 22nd March 2013 dean.bubley@disruptive-analysis.com @disruptivedean
  • 2. About Disruptive Analysis London-based analyst house & strategic consulting firm Cross-silo, contrarian, visionary, independent Advisor to telcos, vendors, regulators & investors Published report on “Telco-OTT Strategies”, Feb 2012 New report on WebRTC, Feb 2013 Workshops on Future of Voice & TelcoOTTTwitter @disruptivedean Blog: disruptivewireless.blogspot.comMarch 2013 Copyright Disruptive Analysis Ltd 2013
  • 3. What do these have in common? Mobile advertising SingTel Movies on demand Telenor Online web portal Telefonica MusicKDDI streaming VoIPTelefonica & messaging Home automation Swisscom All are “OTT” Internet-based services All are “Telco-OTT” servicesMarch 2013 Copyright Disruptive Analysis Ltd 2013
  • 4. What is “OTT”? Simply: any capability delivered “over the top” of the Public Internet Can be service, application, feature or function, decoupled from the underlying access network Often used negatively by telecom “establishment” Overlooks 130+ examples of “Telco OTT”March 2013 Copyright Disruptive Analysis Ltd 2013
  • 5. Classic telco & Internet-OTT model Billing & Telco ID serviceInternet OTT Internet Telco service broadband TODAY: clear distinction between Internet-OTT services, and on-net integrated telco services Note distinction between broadband vs. Internet access March 2013 Copyright Disruptive Analysis Ltd 2013
  • 6. Telcos, like developers, can exploit the Internet Owned & operated by mobile operators Usable by anyone, not just subscribers Via apps & public Internet Telco-OTT ServicesMarch 2013 Copyright Disruptive Analysis Ltd 2013
  • 7. Telco-OTT on same model as Internet-OTTTelco OTT service Internet TELCO-OTT MODEL #1: Same model as Internet players – use OTT & apps to reach billions of potential users. and add extra value to access customersMarch 2013 Copyright Disruptive Analysis Ltd 2013
  • 8. OTT-extension model for telco services Normal “on net” users Off-net Telco extension userservice Telco InternetBilling & ID TELCO-OTT MODEL #2: Telco “extends” in-house service to subscribers remotely, via OTT Internet connection & applicationMarch 2013 Copyright Disruptive Analysis Ltd 2013
  • 9. Telco-OTT trend spans multiple categories Connec-Comms Content Cloud tivity More than 130 identified Telco-OTT services worldwideMarch 2013 Copyright Disruptive Analysis Ltd 2013
  • 10. Cloud services for businessMarch 2013 Copyright Disruptive Analysis Ltd 2013
  • 11. Fixed operators can offer mobile OTT services (or mobile-to-fixed)March 2013 Copyright Disruptive Analysis Ltd 2010
  • 12. Key success factors for Telco-OTT servicesOrganisation & governance Managing cannibalisation Network awareness Design Software mindset Synergies March 2013 Copyright Disruptive Analysis Ltd 2013
  • 13. Telcos developing “digital services” armsMarch 2013 Copyright Disruptive Analysis Ltd 2013
  • 14. Remember these? Video & IM move to webMar 2013 Copyright Disruptive Analysis Ltd 2013
  • 15. Coming next: voice, video, data in browser (Yes, you can sort-of do it with plug-ins and Flash already.... But it’s not great)Mar 2013 Copyright Disruptive Analysis Ltd 2013
  • 16. Voice ≠ Telephony • Now: 2G & 3G • Future: Smartphones & LTE Voice Voice Telephony Telephony Voicemail Gaming, CEBP,Conferencing surveillance, social PTT Video voice, TV voice etc Video, context, sense March 2013 Copyright Disruptive Analysis Ltd 2013
  • 17. WebRTC & HTML5 are game-changers Servicee.g. SMS, Telephony Product e.g. Lync, Uberconference Feature e.g. Business social Function
  • 18. Device base supporting WebRTC 4000 3500 Tablets 3000 Smartphones Million 2500 PCs 2000 1500 1000 500 0 Source: Disruptive Analysis WebRTC Strategy Report, Feb 2013 Definitions & methodology in report - See disruptivewireless.blogspot.com for detailsMar 2013 Copyright Disruptive Analysis Ltd 2013
  • 19. Conclusions: Telco-OTT Operators can exploit the Internet too  Extend existing services  Develop new ones outside access footprint  Spans voice, content, cloud etc. Requires  Software & web skills  Innovation & partnering ability  Requires cultural & organisational change Technology making this easier to achieve at low cost  Mobile apps  HTML5 & WebRTC are game-changers No more false distinction Telco vs. OTTMarch 2013 Copyright Disruptive Analysis Ltd 2013
  • 20. www.disruptive-analysis.comdisruptivewireless.blogspot.com@disruptivedeaninformation@disruptive-analysis.comSkype:disruptiveanalysis March 2013 Copyright Disruptive Analysis Ltd 2013