WebRTC: Market Disruption
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WebRTC is going to disrupt the telecom market and leave behind telephony companies that rely on traditional models. Just like the smartphone app revolution, WebRTC is flattening the ecosystem and empowering users to make their own apps--and leaving traditional providers scrambling. But for telephony providers who learn the value of WebRTC and how to deliver it, the future offers new revenue and the opportunity to break away from the competition.
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WebRTC: Market Disruption
- 1. www.trilogy-lte.com Threat Or Opportunity Venky Swaminathan www.trilogy-lte.com Confidential
- 2. COMMUNICATION IS MOVING TO THE WEB www.trilogy-lte.com • Service • Subscribers • Subscription • Application • Users • Transient • Feature • Contextual • Revenue? 2 What HTML Did To Content – WebRTC Will Do To Telephony Confidential
- 3. W HAT IS W EBRTC? Voice www.trilogy-lte.com Video File Sharing Browser Based 3 Peer to Peer • Disruptive HTML5 Drafted by W3C. Standard Open Source Libraries. Confidential
- 4. S IGNALING Control Messages XMPP www.trilogy-lte.com Session Management SIP 4 WebRTC Does Not Specify Signaling Method Confidential
- 5. U SE C ASES www.trilogy-lte.com Browser to Browser 5 • Social Media • Entertainment • Conferencing • App To App • Gaming Enterprise • Click To Call • Video Chat • Sales • Support Telecom • Traditional Calls • Non Traditional Devices • Video Verticals • Healthcare • Education • Emergency Repeat of Smartphone App Phenomenon – Millions of Apps Confidential
- 6. O PPORTUNITIES www.trilogy-lte.com Audio/V ideo Apps Your Current Services OTT Apps Gateway to your Network WebRTC Toolkits & API’s 6 From Device Centric To Access Centric Solutions Confidential
- 7. W EBRTC S ERVICES Platform As a Service www.trilogy-lte.com WebRTC To SIP Video/Media Gateway Softphones Roaming Apps Developer Program Toolkits 7 API Prepare For New & Untested Revenue Models Confidential
- 8. www.trilogy-lte.com DAAS - DIAMETER AS A SERVICE Thank You www.trilogy-lte.com Confidential
Editor's Notes
- For the past many decades telephony was a service. Telephone companies provided a service and they had subscribers and monthly subscriptionFundamental business model – wireline and remained pretty much the same for wirelessWith Smartphones, calling became an app. Just like other apps on the phoneThere were users for the app and they were transient. Lot of alternatives for calling/messagingVoice revenue has saturated.Now communication is moving to the web – Voice, video, data sharing, screen sharingIt can be enabled on any connected deviceVoice calling is becoming a feature that is enabled on apps. I don’t need to remember a phone numberThe phone number is becoming irrelevant – Anyone I want to call is connected and signed in.It is contextual based on the requirements of the appFor example, You are browsing a website for clothes and want to talk to a sales agent, you simply click on the call button and you both sharing the same screenNow how do you monetize that ? Who is going to pay for that call, the customer ?, the store ? Did the call use your voice network ? That is the biggest challengeYou all saw what happened to content with the advent of the Internet browsers and HTML. It flattened the entire ecosystem. Anybody could set up a web site, post blogs and sell goods and servicesThat is exactly is what is going to happen to Telephony. This is the end of telephony as we know it.
- It is a set of standards from W3C to enable real time communication on the web between browsersChrome, Firefox and Opera browsers natively support itYou can do peer to peer phone calls, video chat, share screens and exchange files.Apps can be built with HTML5 and JavaScriptSoftware kits are available to build mobile apps.Any connected device can be WebRTC enabledSo every connected device becomes a communication device.
- Interestingly the WebRTC spec does not specify any methods for signalingI think it is a very wise decisionAll of the call initiation, management, teardown, authentication, accounting can be implemented using any method.There are a lot of technologies out there for controlling and managing communicationsThey can be integrated to WebRTC. Service providers have a lot of experience in this domain and have an exciting opportunity hereIntegrating WebRTC to their existing telecom infrastructure combines best of both worldsThe latest web technology and reliable telecom infrastructure that results in cool applications
- The most obvious ones are the apps built for browsers and communicates between browsers – drivers – stickiness, spend longer time on the site.Natural extension is embedding the browser into mobile appsEnterprise will start adopting WebRTC as they realize cost savings and easier maintenance of their complex call center and conferencing applications. Telecom service providers and platform providers will see their value erode as enterprise adopt WebRTCPBX equipment/hosted services will have to support webRTCIntegration to telecom networks - This is the biggest opportunity for service providers – terminating calls to PSTN – traditional devices and to non traditional devices – any connected device.Supporting video is a big new opportunityIndustry specific applications are the most exciting. Imagine combining real time communication with contextual data/screen sharing. A lot of innovative apps will be builtIt will be a repeat of the smartphone app phenomenon - The world of developers will build cool communication apps that we have never imagined before.
- What are the opportunities for service providers ?Look at how you intersect with the WebRTC and over the top applications.I included OTT apps because they will adopt WebRTC and even more erode into your space. But the overlaps open up 3 sets of opportunitiesThe first is opening up your network to be a gateway for webRTC apps to integrate – “Platform a service” Using your existing SIP gateway and session border controllers you can set up the platform and offer it as a serviceAnother one is making available your own OTT audio/video apps . This will depend on your resources. You can partner with app developers and build this.
- Platform as a service – easy extension to your existing servicesWebRTC to SIP Adapters for Enterprise CustomersSoftphone for roaming and other appsDeveloper Program with Toolkits and API’s for access to your networkMake it very easy for your customers to build WebRTC apps. Provide the toolkits and API’s to your network. Become developer friendly.
- In conclusion, It is a brave new world of technological changesChanging value propositions, changing business modelsThe opportunities are there, but it requires good understanding of where the value is and how to deliver it.