Impact Of OTT Applications On Enterprise Communications


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Impact Of OTT Applications On Enterprise Communications

  1. 1. Impact of Over-The-Top (OTT) Applications on the Australian Enterprise Communications Market Key trends in the OTT market and their impact on traditional communication applicationscommunication applications Anand Balasubramanian Industry Analyst, ICT July 2013
  2. 2. Agenda Overview of Over-The-Top (OTT) Applications Key Trends Driving the Usage of OTT Applications Conclusion and Road Ahead for OTT Applications 2
  3. 3. OTT and Social Media Applications on the Rise • E-mailing and making calls from social media platforms will be common in the future • Ease of downloading and using an app for free makes users reluctant to 3 makes users reluctant to pay for communication services • Applications such as WhatsApp and Viber are eating into traditional SMS revenues
  4. 4. Cost and Accessibility Rated as the Main Drivers for OTT Usage 53% 61% Accessibility (from any device such as desktop, mobile or tablet) Cost (It is either free or we pay a minimal fee by bypassing the carrier network) • Cost advantages particularly attractive for small businesses • Ease of access from any device – laptop, smartphone or tablet 4 27% 31% 45% 0% 10% 20% 30% 40% 50% 60% 70% No contract and licensing overheads Low or no maintenance overheads Ease of use and high levels of familiarity for users • Reliability, scalability and quality of service among the main restraints N=227
  5. 5. IP Deskphone and Skype Rated as the Main Mediums for Voice Communication • OTT applications growing in preference as a VoIP solution • Skype is the second most often used VoIP solution within organisaitons 8% 38% 48% Google Chat (or Hangout) Skype IP deskphone 5 organisaitons • Google Hangouts, Viber and Apple Facetime among other popular choices 0% 3% 4% 0% 10% 20% 30% 40% 50% 60% OoVoo Apple Facetime Viber N=227
  6. 6. 31% of Organisations Rate Free Consumer Applications as the Preferred Method for Video Communications • OTT applications preferred to desktop or personal video endpoints • Majority of small businesses prefer to use Skype or Hangout 31% 39% Free to use consumer applications such as Skype, Facetime, Google Chat/Hangout etc Traditional group or room based systems (typically one or two screen set up from vendors) 6 use Skype or Hangout for video • Room based video conferencing systems remain the preferred solutions for larger organisations 2% 28% 0% 10% 20% 30% 40% 50% BlueJeans (cloud based video as a service solution) Desktop based or personal videoconferencing systems (Cisco, Polycom, LifeSize, Vidyo etc) N=227
  7. 7. Skype and Google Rated as the Most Used OTT Applications within the Enterprise 20% 25% 78% Viber Google Chat or Hangouts Skype • Skype’s popularity and familiarity as a consumer application driving usage within enterprises • Skype is widely used for IM, voice and video 7 3% 9% 11% 12% 0% 20% 40% 60% 80% 100% OoVoo Whatsapp Other Applications Apple Facetime N=227 for IM, voice and video communication in small and medium businesses • Google building tighter integration of Hangouts with its email platform
  8. 8. Conclusion • Cloud, mobility, social media and OTT services are driving new communication experiences • Cost saving, ease of use and superior user experience are some of the main drivers for OTT usage 8 some of the main drivers for OTT usage • Number of OTT players expected to emerge in the next few years offering voice , video and SMS functions
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  11. 11. Today’s Presenter Anand Balasubramanian, Industry Analyst Frost & Sullivan Anand specializes in emerging ICT trends, technologies, businesses trends and market 11 Anand specializes in emerging ICT trends, technologies, businesses trends and market analysis. His expertise lies in vendor and channel ecosystem analysis, developed through various market research assignments. His writing skills range from white papers, market insights to market analysis reports. He has a strong understanding of Enterprise Communication and consulting in Multimedia Messaging, Wide Area Networks (WAN), Content Distribution Networks (CDN) and Online Video Platforms (OVP) markets. For any other enquiries, email us: