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WebRTC: players, business models and implications for telecommunication carriers


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WebRTC: players, business models and implications for telecommunication carriers

  1. 1. Hier bitte vollflächig Titelbild einfügen Bild immer bis zu den ODER Kanten führen Diesen Text und Begrenzungslinie unten mit einem weissen Kasten überdecken. Titel: Zweite Zeile Orange+ fett formatieren! © mm1 Consulting & Management, Stuttgart/Aichwaldmm1 Consulting & ManagementWebRTC: A reviewA technology and its implicationsBonn, October 2012
  2. 2. WebRTC: Summary • Real-time Communication embedded in browser • Based on HTML5 Technology • Open Source backed and pushed by Google • No signalling: i.e. no infrastructure defined • Google • Mozilla Players • Apple: directly affected non-player • Microsoft: directly affected non-player • Still very much in flux Business • First level: video-based games or communication Models • B2B2C: provide the missing signalling backplane • Enemy of my enemy is my friend: WebRTC squeezes OTT • Too far from traditional TelCo business to have direct effect Implications • Some potential for innovative providers of cloud-based infrastructure 2
  3. 3. Technology: WebRTC provides full video, voice and text communication capabilities to web browsers RTC: Real-Time Communications, i.e. text, voice and video It is an implementation of an IETF workgroup (RTCweb)  open standard Based on code Google acquired from Global IP Solutions (GIPS: the voice engine used by Skype) Released to the public domain:  open source WebRTC enables rich media applications such as voice calls, video chat, white-boarding, gaming etc. without any client or plug-in to run from a browser using simple HTML and JavaScript APIs. 3
  4. 4. Technology: Pure greenfield technology with heavy useof Web 2.0 and HTML 5 elements  Media fully supported  Pure JavaScript: no plugins or executable beyond the browser!  open standard (IETF), open source (thx to Google)  No signalling: switching and connecting is out of scope, i.e. bring (or rather build) your own network.  No legacy integration provided: pure greenfield disruption  Very high-level and user friendly: „With the WebRTC spec, a great 1:1 video chat experience can be built with under 100 lines of JavaScript code” 4
  5. 5. Players: Google is using the „Android“-model to createcritical mass and market penetration  Build and improve a high-quality technology framework.  License it to the public domain (BSD license)  Support by providing stage and technical support  Mozilla has already joined  Microsoft is attempting the C# approach: push a Redmond flavor  Apple is above this...  So far no big 3rd party players  Early stage: Voxeo, Twilio and Plivo will probably respond (because of Browser2Phone Use Case) 5
  6. 6. Business Models: Much still unclear, and need todifferentiate two phases Critical Mass is reached when browsers with integrated WebRTC have reached sufficient penetration Before After  B2C: Focus on one on one  Unified communication in the games and video. browser  B2C: Browser2Phone and  Great future for browser- Phone2Browser based OS, e.g. ChromeOS,  B2B: still too many questions Boot2Gecko  B2B2C: provide the missing  Bad news for VoIP OTT signalling plane and players infrastructure Whatever the business models and whoever the players: a signalling backplane, ideally exposed through APIs for easy integration is needed 6
  7. 7. Implications: WebRTC is so innovative that it is still 2degrees removed from incumbent carriers  Is the enemy of my enemy my friend?  The biggest immediate threat seems to be to „insular“ OTT players such as Skype, WhatsApp, FaceTime etc.  Potentially tilt balance of power from Apple to Google, especially if Google manages to integrate with Android and/or ChromeOS as well as Google Cloud.  Innovative infrastructure providers will fill the need for B2B2C infrastructure.  In terms of current players this role will be filled by Voxeo, Twilio and Plivo.  The backend will be purely cloud-based, and will therefore not directly affect current telecommunication networks  Potential (if done rightly ....): Provide API glue based on Developer Garden, possibly based on Tropo API 7
  8. 8. BACKUPmm1 bid management: The CCT approach. 8
  9. 9. WebRTC Infrastructure and Ecosystem1. Browser2. Webserver (reception)3. WebRTC Service Platform (service)4. auxiliary: WebRTC – SIP/PSTN gateway mm1 bid management: The CCT approach. 9
  10. 10. Market penetration will be almost completeChrome, Firefox and IE are working on it.Android browsers – tablets first – will follow  Google Chrome: WebRTC in developer channel.  Google Talk and Google Hangouts (G+) will eventually be ported to WebRTC.  Mozilla Firefox: Mozilla integrated WebRTC into its Firefox alpha in early 2012 which gave the browser the ability to perform audio mixing on a media stream. In April 2012 Mozilla released a demo of WebRTC video calling that ran inside the Firefox browser  Internet Explorer: Microsoft has also started work on implementation of the API  Android browsers: rumours only...but think of the implications! mm1 bid management: The CCT approach. 10
  11. 11. WebRTC cs. SIP-based VoIP: technobabble.. Classic VoIP WebRTC SIP or H.323 in Signaling Undefined most cases Media transport RTP/RTCP RTP/RTCP SRTP in SIP,H.235 Security SRTP in H.323 STUN/TURN/ICE in STUN/TUR NAT traversal SIP,H.450.x in N/ICE H.323 Video codecs H.263, H.264 VP8 G.7xx series of G.711, Voice codecs codecs, and then iLBC, iSAC some 11
  12. 12. Use Cases: by nature this is a pure OTT proposition  Video conferencing: Video in browser  Browser 2 phone  Web-based help desk communication:  Integration of Call Center and CRM: coming soon  Social Communication: coming soon 12