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Carriers own brand_ott_social_sharing_service

  1. 1. Carriers' Own Brand OTT Social Sharing Service Aswath Rao     EnThinnai
  2. 2. Call for Action  <ul><ul><li>Dan Berninger's blog post in Fractals of Change </li></ul></ul><ul><ul><ul><li>Regulatory framework is not suitable for the new Network </li></ul></ul></ul><ul><ul><ul><li>Telecom services are no more exclusive franchise </li></ul></ul></ul><ul><ul><ul><li>Voice is not a distinct service anymore </li></ul></ul></ul><ul><ul><ul><li>Communication has become </li></ul></ul></ul><ul><ul><ul><ul><li>multimodal </li></ul></ul></ul></ul><ul><ul><ul><ul><li>part of other applications </li></ul></ul></ul></ul><ul><ul><ul><li>Need to avoid becoming a &quot;bit pipe&quot; </li></ul></ul></ul><ul><ul><ul><li>Move up stream and offer new communications services </li></ul></ul></ul><ul><ul><ul><li>Exploit managed federation expertise  </li></ul></ul></ul>
  3. 3. Carrier Services in IP Network (Current) <ul><ul><li>EMail </li></ul></ul><ul><ul><ul><li>Offered with Access Service </li></ul></ul></ul><ul><ul><ul><li>But anemic mindshare </li></ul></ul></ul><ul><ul><li>User Generated Content </li></ul></ul><ul><ul><ul><li>Not offered </li></ul></ul></ul><ul><ul><ul><li>Dominated by Flicker and You Tube </li></ul></ul></ul><ul><ul><li>Professional Content </li></ul></ul><ul><ul><ul><li>  Netflix </li></ul></ul></ul><ul><ul><ul><li>Pandora </li></ul></ul></ul><ul><ul><li>Social Sharing </li></ul></ul><ul><ul><ul><li>Not offered, yet </li></ul></ul></ul><ul><ul><ul><li>Dominated by Facebook and Twitter </li></ul></ul></ul><ul><ul><ul><li>  ... and now Google Plus </li></ul></ul></ul>
  4. 4. Two Big Issues <ul><li>OTT players </li></ul><ul><ul><li>Backed by risk loving Venture Capital </li></ul></ul><ul><ul><ul><li>Mostly startups </li></ul></ul></ul><ul><ul><ul><li>Quick entry </li></ul></ul></ul><ul><ul><ul><li>Fast exit (up or down) </li></ul></ul></ul><ul><ul><li>Worldwide presence </li></ul></ul><ul><ul><ul><li>Viral adoption  </li></ul></ul></ul><ul><li>Carriers </li></ul><ul><ul><li>  Dividend seeking shareholders </li></ul></ul><ul><ul><ul><li>Established services </li></ul></ul></ul><ul><ul><ul><li>Need to worry about cross-elasticity </li></ul></ul></ul><ul><ul><li>Regional presence </li></ul></ul><ul><ul><ul><li>Peers in out-of-region </li></ul></ul></ul><ul><ul><ul><li>Lack of network effect </li></ul></ul></ul><ul><ul><ul><li>Federation is easier said than done </li></ul></ul></ul><ul><ul><ul><li>Day 1 problem  </li></ul></ul></ul>
  5. 5. Rethink the Problem  <ul><ul><li>Avoid the weaknesses </li></ul></ul><ul><ul><ul><li>Don't use capital intensive architectures </li></ul></ul></ul><ul><ul><ul><li>Don't aim for global presence </li></ul></ul></ul><ul><ul><ul><li>Don't depend on federation </li></ul></ul></ul><ul><ul><li>Exploit core strengths </li></ul></ul><ul><ul><ul><li>Use the existing and deployed infrastructure </li></ul></ul></ul><ul><ul><ul><li>Emphasize traditional values of customer care and privacy </li></ul></ul></ul><ul><ul><ul><li>Focus on data ownership </li></ul></ul></ul><ul><ul><li>Redefine Services and Architecture </li></ul></ul><ul><ul><li>Example service - Social Sharing </li></ul></ul>
  6. 6. EnThinnai <ul><ul><li>Web Application </li></ul></ul><ul><ul><li>Front-end to a database consisting of </li></ul></ul><ul><ul><ul><li>Profile information </li></ul></ul></ul><ul><ul><ul><li>Social data like photos </li></ul></ul></ul><ul><ul><ul><li>Status updates </li></ul></ul></ul><ul><ul><li>Access control using user-centric identity </li></ul></ul><ul><ul><ul><li>OpenID/OAuth </li></ul></ul></ul><ul><ul><li>  Also a Real-Time Communications Server </li></ul></ul><ul><ul><ul><li>Facilitating 2nd parties to initiate a session </li></ul></ul></ul><ul><ul><ul><li>Strictly permission-based </li></ul></ul></ul><ul><ul><ul><li>Presence </li></ul></ul></ul><ul><ul><ul><li>Multi modal (Text, voice, video) </li></ul></ul></ul><ul><ul><ul><ul><li>Escalation of modes </li></ul></ul></ul></ul><ul><ul><ul><li>Dynamically downloaded plugin (anticipating WebRTC) </li></ul></ul></ul>
  7. 7. Platform Requirement <ul><li>EnThinnai can be run on many varied platforms </li></ul><ul><ul><li>Home based </li></ul></ul><ul><ul><ul><li>Plug Computers   (1GHz ARM SoC, 512MB RAM) </li></ul></ul></ul><ul><ul><ul><li>Efika (800MHz Cortex A8 ARM SoC, 512MB RAM) </li></ul></ul></ul><ul><ul><ul><li>Wi-Fi routers, Media servers </li></ul></ul></ul><ul><ul><ul><li>Carrier supplied boxes like Home Gateways </li></ul></ul></ul><ul><ul><li>Amazon EC2 instance </li></ul></ul>
  8. 8. EnThinnai and Google+/Facebook
  9. 9. EnThinnai and Google+/Facebook
  10. 10. EnThinnai and Google+/Facebook
  11. 11. EnThinnai and Google+/Facebook
  12. 12. Users' Benefits <ul><ul><li>Privacy </li></ul></ul><ul><ul><li>Ownership of content </li></ul></ul><ul><ul><li>Portability </li></ul></ul><ul><ul><li>Full Network Effect from Day 1 </li></ul></ul><ul><ul><ul><li>Minimal requirements on 2nd parties </li></ul></ul></ul><ul><ul><ul><li>Internet connectivity </li></ul></ul></ul><ul><ul><ul><li>Browser </li></ul></ul></ul><ul><ul><ul><li>OpenID/OAuth  </li></ul></ul></ul>
  13. 13. Value Proposition to Carriers <ul><ul><li>Full Network effect from day one </li></ul></ul><ul><ul><ul><li>As sharing is allowed with non-members any member can share with all their friends </li></ul></ul></ul><ul><ul><ul><li>No need for any elaborate federation agreements </li></ul></ul></ul><ul><ul><li>Minimal capex requirement </li></ul></ul><ul><ul><ul><li>Leverage existing CPE </li></ul></ul></ul><ul><ul><ul><li>No need for large risky capital investment </li></ul></ul></ul><ul><ul><li>Low opex </li></ul></ul><ul><ul><li>Compelling alternative to existing social networks </li></ul></ul><ul><ul><ul><li>Customer-centric architecture </li></ul></ul></ul><ul><ul><ul><li>Privacy focused </li></ul></ul></ul><ul><ul><ul><li>Data portability </li></ul></ul></ul><ul><ul><ul><li>Customer friendly B2C service  </li></ul></ul></ul>
  14. 14. Digging Deeper ...
  15. 15. EnThinnai as a Personal Data Store (PDS) <ul><ul><li>Fully owned and controlled an individual </li></ul></ul><ul><ul><li>Store personal digital information like </li></ul></ul><ul><ul><ul><li>Profile information </li></ul></ul></ul><ul><ul><ul><li>Files </li></ul></ul></ul><ul><ul><ul><li>Photos and </li></ul></ul></ul><ul><ul><ul><li>yes Status updates </li></ul></ul></ul><ul><ul><li>  Each piece of information has a permitted list </li></ul></ul><ul><ul><ul><li>Only people in that list can access the information </li></ul></ul></ul><ul><ul><ul><li>Permission to a single person can be withdrawn at any time </li></ul></ul></ul><ul><ul><li>Can easily delete an item </li></ul></ul><ul><ul><ul><li>Once deleted, it can not be accessed by others </li></ul></ul></ul><ul><ul><li>In short it is like a personal SN where &quot;friends&quot; are &quot;visitors&quot; </li></ul></ul>
  16. 16. EnThinnai as a Federated Social Web <ul><ul><li>Individual ET servers federate on an as needed basis </li></ul></ul><ul><ul><li>Use of webhooks to notify new postings </li></ul></ul><ul><ul><ul><li>Only notifications are pushed </li></ul></ul></ul><ul><ul><ul><li>2nd parties pull them </li></ul></ul></ul><ul><ul><li>Non ET users may be notified by email </li></ul></ul><ul><ul><ul><li>Only the notification portion with an URL </li></ul></ul></ul><ul><ul><li>This form of federation has fewer drawbacks </li></ul></ul><ul><ul><ul><li>Maintaining control of content </li></ul></ul></ul><ul><ul><ul><li>Privacy across domains </li></ul></ul></ul><ul><ul><ul><li>Access log </li></ul></ul></ul>
  17. 17. EnThinnai as a VRM Tool <ul><ul><li>There is more to life than just social interactions </li></ul></ul><ul><ul><li>We deal with business as part of our daily life </li></ul></ul><ul><ul><ul><li>Get quotes from plumbers </li></ul></ul></ul><ul><ul><ul><li>Do comparative shopping for a good price </li></ul></ul></ul><ul><ul><li>These ideas are captured in a developing concept called Vendor Relationship Management (VRM) </li></ul></ul><ul><ul><li>PDS can be an individual's VRM </li></ul></ul><ul><ul><ul><li>Explored further at http://xth.in/ETVRM </li></ul></ul></ul>

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