Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Telco ott - webminar slides


Published on

Published in: Technology

Telco ott - webminar slides

  1. 1. Telco-OTT: the Good, the Fast and the Nimble • Thank you for joining us at this FierceLive! Webinar. We will begin momentarily. • The audio will be streamed live over the Internet, so please make sure your computer speakers or headphones are turned on and your volume is turned up. • During the presentations, you can submit your questions in the ―Q&A‖ box to the right of this screen. The speakers will answer questions at the end of the webinar. Enjoy the presentation!Presenter:
  2. 2. The inevitability of Telco-OTT & the implications for operator infrastructure Fierce Webinar 27th September, 2012 @disruptivedean
  3. 3. Harsh truth: OTT services are telcos’ only option • Telephony & SMS prices have peaked • Telephony & SMS demand has peaked • APIs, bundles, HD, video only delay the inevitable • Need for new voice-based services beyond ―calls‖ • Too fast-evolving for new ―federated‖ services • Too uncertain / innovation-driven for standards OTT-style services offer only the hope for continued telco communications services growth & increase in relevanceSep 2012 Copyright Disruptive Analysis Ltd 2012
  4. 4. Europe already far down the cliff Mobile core services revenue, indicative W Europe Total c40% fall from peak Telephony c80% fall from peak SMS & today’s mobile data services Mobile telephony 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020September 2012 Copyright Disruptive Analysis Ltd 2012
  5. 5. ―Peak Telephony‖ is here If telephony was free, how many minutes would you use? Source: Ofcom And is that number rising or falling? UK mobile call volumes falling despite increasing use of contract plans with large inclusive bundles of minutesSeptember 2012 Copyright Disruptive Analysis Ltd 2012
  6. 6. Voice Telephony: Catastrophe imminent? Supply Price Demand Core question: Can data services & other revenue streams grow enough to offset the probable flattening & decline of voice & messaging? Uncomfortable answer: probably not, based on recent evidence Disruption (positive & negative) is both inevitable & essentialSeptember 2012 Copyright Disruptive Analysis Ltd 2012
  7. 7. Messaging (SMS): Dead Man Walking Supply Price DemandMessaging is already fragmented & becoming more so. It is already a feature, not a service, for many use-cases. Can it continue to be monetised directly? Very uncomfortable answer: not much, for anyone with a data connection Disruption is likely to be terminal, in the medium termSeptember 2012 Copyright Disruptive Analysis Ltd 2012
  8. 8. Outright substitution often = better experience Voice telephony only used for exceptions & problemsSep 2012 Copyright Disruptive Analysis Ltd 2012
  9. 9. Phone calls are old, clunky & rude Ruth: Am I alone in really not liking talking on the phone? Or am I a bit weird? Its just that someone phoning you on a mobile is a bit like someone leaping into the middle of your room yelling "Talk to me! Drop everything you are doing and talk to me RIGHT NOW! Scott: I like voicemail. My phone is for me to talk to people when I want to. Not for them to bug me at their leisure. Matt: ‎ nods* Asynchronous communication FTW! * Fleur: Totally agree. People should ask for permission by text or email before calling.
  10. 10. APIs, HD & bundles aren’t going to save the day HD – may drive a little extra use Video-calling – extremely niche Bundles  Most bundled products are cheaper than constituent parts  Unclear where telcos can ―magic‖ extra value from  Unlikely customers too stupid to spot implicit price rises APIs  Definite uses for embedding voice/messaging in apps  Telephony or SMS aren’t always the best ―raw ingredients‖  WebRTC on the horizon RCS / RCSe. No. VoLTE – really just ToLTE. Necessary but too late to matterSep 2012 Copyright Disruptive Analysis Ltd 2012
  11. 11. 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 September 2012 Copyright Disruptive Analysis Ltd 2012
  12. 12. Fragmentation is valuable & inevitable Convergence, OTT-led Fragmentation & interoperability & innovation standards It will fragment ―because it can‖. Consumer need for ubiquity is over-rated… new standardised services are neither necessary, nor sufficient. They are irrelevant at best, and actively damaging at worst. Sep 2012 Copyright Disruptive Analysis Ltd 2012
  13. 13. Device diversity more reason OTT is inevitable Probability of all of a user’s Internet / messaging devices being on a single telco’s network100% Free 3rd party WiFi 90% 80% Shared data plans only a 70% partial response 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 # connected devices ownedSep 2012 Copyright Disruptive Analysis Ltd 2012
  14. 14. What do these services have in common? Owned & operated by mobile operators Usable by anyone, not just subscribers Via apps & public Internet Telco-OTT ServicesSep 2012 Copyright Disruptive Analysis Ltd 2012
  15. 15. Different models for Telco-OTT Telco OTT service Internet Normal ―on net‖ users Off-net Telco extension userservice Telco InternetBilling & IDSep 2012 Copyright Disruptive Analysis Ltd 2012
  16. 16. Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV, Connectivity…..Sep 2012 Copyright Disruptive Analysis Ltd 2012
  17. 17. Build vs. buy decision Build own OTT from ground up Integrate off-the- Acquisition shelf OTT solution Uniqueness & flexibility Customise existing Internet-OTT Partner existing Internet-OTT Budget, resources & skillsSep 2012 Copyright Disruptive Analysis Ltd 2012
  18. 18. Key success factors for Telco-OTT servicesOrganisation & governance Managing cannibalisation Network awareness Design Software mindset Synergies Sep 2012 Copyright Disruptive Analysis Ltd 2012
  19. 19. Telco-OTT: Carrier-grade & Internet sensibilities Web / app philosophies (eg freemium) Security Scalability Flexible platform for multiple services/features Good QoE (UI design, battery life, voice quality, OS’s etc)But also: (Probably) Lawful intercept / emergency (Possibly) integration with billing / OSS (Maybe) interop with legacy / IMS / OTT services & enablers (Maybe) integration with network QoS mechanismsSep 2012 Copyright Disruptive Analysis Ltd 2012
  20. 20. OTT infrastructure choices OSS Telco-OTT Security, Web Application session Internet platform mgmt etc Telco Flexible Service- App / Web / core Rapid update independent OS native . Differentiation Proprietary functions (mostly Various back- Mostly proprietary UI, maybe standardised)end integration logic, may use standard strategies standard platform protocols Sep 2012 Copyright Disruptive Analysis Ltd 2012
  21. 21. Conclusions Traditional telephony & SMS future looks bleak Some mileage in bundling, marketing voice better, APIs etc.  But only postponing the inevitable VoLTE likely, but late & won’t fundamentally change things  RCS unlikely & may damage things Fragmentation is desirable, valuable & inevitable OTT plays will dominate in usage & value, maybe not revenue  (Revenue from other sources, offset from voice/messaging directly) Telco-OTT strategy becoming mainstream But not easy to design, manage or build  Ownership & infrastructure decisions determine scalability & flexibility  Investment in platform approach is desirable, if possibleSep 2012 Copyright Disruptive Analysis Ltd 2012
  22. 22. Telco OTTinfrastructurechallenges &solutions Chad Hart @chadwallacehart Director, Product Marketing
  23. 23. Non-exclusive real-time service delivery choicesNetworksarchitectures IMS Web Telco-OTTUser interfaces phone app browserTechnologies SIP
  24. 24. OTT service delivery challengesImmediatePractical core sessionmanagement•Cost effective at low & high-end•Able to start small & grow rapidlyService quality•NAT & firewall traversal (i.e. HTTP & HTTPS only)•Near PSTN-quality – media & availability•Consistent experience across devices & interfaces
  25. 25. OTT service delivery challengesImmediate ImminentPractical core session Flexibilitymanagement •Quickly adjust to changing service needs •Works with many infrastructure & client•Cost effective at low & high-end devices•Able to start small & grow rapidly •Federates with network service providers SecurityService quality •Protect user information •Maintain service availability during attacks•NAT & firewall traversal (i.e. HTTP & HTTPS only)•Near PSTN-quality – media & availability Regulatory compliance•Consistent experience across devices & •Current expectations: E911, lawful interfaces intercept, taxes •Expect more IP network regulations, not less
  26. 26. OTT service delivery implicationsImmediate ImminentPractical core session Flexibilitymanagement •Off-the-shelf, but programmable for flexible, rapid changes•Light weight, dynamic core session management •Quickly interoperable with any device & network•Smarter clients vs. omnipotent core for scalability SecurityService quality •Robust, service-intelligent security•Client-side technologies to overcome packet-loss & jitter•Make all traffic look like web-traffic Regulatory compliance (http & https, SSL, etc.) •Out-of-the box regulatory compliance
  27. 27. Today’s core session managementoptions are not ideal IMS Open source My SIP Switch Too complex – difficult to  Too long – time-to-service implement & maintain  Too risky – many unknowns Too costly – OPEX & CAPEX  Too costly – creation, maintenance & evolution
  28. 28. What are the leading service deliveryarchitectures? 3GPP R10 IMS Web DB DB AS AS AS WS WS WS WS LB-L LB-G Internet
  29. 29. Telecom architecture can be web-like M Q AS TDM C Database Fire- Web walls servers LB M Q Load AS media C balancers Firewalls TDM TDM TDM MQC: • Mobility • Quality • Charging
  30. 30. Telco-OTT architectures should be web-like Web Telco-OTT DB DB DB DB AS AS AS AS AS DSC Peering partners WS WS WS WS SMX SMX SMX LB-L LB-G LB-L SLB-G Managed IP Internet Internet Network30 30
  31. 31. Telco-OTT architecturesshould rapidly scale & adapt Start-up High-scale DB DB AS AS DB DSC Peering AS partners SMX SMX SMX SMX LB-L SLB-G Managed IP Managed IP Internet Internet Network Network9/27/2012 31
  32. 32. Scaling strategies are changing Hardware systems Virtual machines Vertical scaling Horizontal scaling Elasticity Manager Virtualization Layer 32
  33. 33. Simplicity should not precludeecosystem interoperability TAS CS ENUM ISC SIP DNS/DDNS ISC IM&P Cx HSS SIP MCU Rx PCRF SIP/ WebTRC SIP TSCF SBC & Core session management Web-based RTC SIP clients with SIP 33
  34. 34. Its all about apps700M apps available in App Store250M iPad specific apps90% downloaded each month>100 average apps per user 34
  35. 35. Tunneled Service Control Function bringsfirewall traversal & QoE to Apps Service provider data center Individual user’s real-time comms & data services within a TLS or DTLS tunnel Web SIP MSRP Strict firewall traversal  Appears as SSL port 443 QoE controls  Tunnel redundancy TLS/  Bandwidth controls per app – voice vs. data DTLS tunnel  Admission control - server transaction load Security  User authentication  Privacy and confidentiality  Service delivery security (Net-SAFE) TSCF High availability – stateful failover SDK Acme Packet-enabled TSCF client
  36. 36. Engineering around packet-loss: Tunnelredundancy Service provider data center Redundant tunnels created by SBC Network with Tunneled packets packet loss take different network paths TSCF client chooses switches to optimal tunnel TSCF client5/30/2012 Acme Packet | Confidential 36
  37. 37. Better voice quality than Skype duringsevere packet loss Tunnel redundancy - MOS preserved No tunnel redundancy MOS quickly degrades MOS estimates based on R-factor scores at the SBC.5/30/2012 Acme Packet | Confidential MOS at user device typically higher. 37
  38. 38. TSCF is open 3GPP technical requirement – TR 33.830 (V.0.2.0)  TSCF approved for inclusion in TR SA3#68 in Bratislava (July)  Supporting companies: Windows 7, Vista, XP – PC • Acme Packet • Intel & laptop based softphones • China Mobile • RIM • Ericsson • Vodafone Android 2.3/3.x/4.0 – • Huawei • ZTE Honeycomb (2.3), Free TSCF client source code Gingerbread (3.x), Ice Cream Sandwich (4.0) available Reference applications & tools  Linphone TSCF client iOS 5.1/5.0 – iPhone 4G/4GS, iPad 2/3 & iTouch  tsc_sip_client, tsc_sip_server  sipp  Wireshark plug-in Acme Packet Interconnect 2012 38
  39. 39. TSCF vs. WebRTC - different approaches fordifferent use cases SIP with TSCF Web-based RTC Services data center Services data center Web SIP MSRP Web SIP MSRP servers core servers servers core servers Any Any network network HTTP(s) SIP MSRP SIP & RTP HTTP(s) MSRP(s) RTP RTMP/WebRTC Voice Video/file Voice Video/fileApp Data Browser Data video share video, IM share
  40. 40. Net-Net Telco-OTT architectures should resemble web-architectures without sacrificing key service-enablement features Telco OTT service delivery challenges are numerous, but surmountable - i.e. TSCF, effective core session management, smart clients, etc. Telco-OTT is already delivering successful services in time- spans of months!
  41. 41. Me Too’ won’t cut it… So we made TU Me
  42. 42. TU Me is...• Communications timeline• Voice + text• Media and photos• Location• More... And much more to come• Pure OTT (first ever from a Telco!)• Engineered in 100 days
  43. 43. TU Me is not..• Not meant to undermine Telco value.. Instead create new categories. • The game has changed—Google, Facebook, Apple, Microsoft…have been innovating for years… !!• Not a tricky maneuver to distract consumers or confuse the marketplace • Were building a real service for real people
  44. 44. DIY Lessons• Dont do fake digital... Customers will know. Have a vision and do the vision.• Break down your internal walls: digital has to be the plan, not the enemy or an afterthought• Shoot for Near-Telco-Grade, not perfection, and compete on quality and vision…• Build an infrastructure that will allow you to expand
  45. 45. Incubate + risk• Twitter emerged from a different product idea … nobody ―strategized‖ it• Startups incubate concepts and discover products, Telcos need to invest a similar way. Plan two years of risk before expecting good things• Think about the larger value picture…not about squeezing more out of old models
  46. 46. Digital Infrastructure• Telco’s can go industrial faster and jump to the right infrastructure• Invest in the future or prepare to be a dumb pipe (which might be fine, too)• Voice and text will have near zero value soon… only connectivity and new services matter• Break down the technical walls that prevent you from taking advantage of the opportunities
  47. 47. TU Me Infrastructure Application Enum Analytics Public Internet
  48. 48. Telco-OTT from the Softphone POVTodd Carothers,, EVP Sales and MarketingFierce Webinar27th September, 2012 © CounterPath Corporation 2012
  49. 49. Telco-OTT: Challenges• NAT issues – Media routing difficult in ―all‖ cases – No media – 1-way media• Consistent user experience – Goal is provide a consistent user experience over disparate networks• Mobile/Tablet, desktop – Devices / OSs have different challenges of their own – Mobiles/Tablet require support for Wi-Fi and Mobile broadband networks• Want to be like SkypeCounterPath 49
  50. 50. Telco-OTT: How TSM can help from a Softphone POV• Creates an SSL tunnel – signaling and media to go over a single tunnel – Less complicated – Local media can be run locally• Enabling a consistent user experience – Overcome Internet restrictions – Combines the SIP/RTP over a single connection (i.e., ports 80 or 443)• Better packet loss performance – Redundant data (RTP)• Secure – Encrypted (TLS)CounterPath 50
  51. 51. Questions
  52. 52. Thank you for joining us! • Thank you for joining us at this FierceLive! Webinar! • This webinar has been recorded and will be available on- demand within 24 hours. You will receive a notice when the recording is up.Presenter: