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Introduction to
Telco-OTT (‘over the top’) Services
         dean.bubley@disruptive-analysis.com
               mail@martingeddes.com


                © 2012 Disruptive Analysis Ltd and
                  Martin Geddes Consulting Ltd
Telco World                       OTT World
 Service-centric              Experience-centric
Telco-controlled devices          Any combination of
  Telco-owned access                device, access
 Telco-created services              and service*

  Network roaming               Experience roaming




                             * Supported within any one ecosystem

This is the familiar world      …and this is the world
  of telecoms service          they see encroaching on
       providers…                    their territory
The telecoms world today

                                           IMPORTED
                     Interconnected
IMPORTED             call & SMS A-B
                                             CLOUD
 IPTV, WEB                                    APPS
 CONTENT
              Telco A           Telco B
               Interconnected/federated
               services make up the bulk
                   of telecoms profits

                      Telco C              EXPORTED
EXPORTED                                   BULK SMS
CONTENT
DELIVERY
                      On-net call /
                       SMS C-C
The “traditional” vision of future IP/4G telecom
                        Interconnected
                       VoLTE & RCS A-B     IMPORTED
IMPORTED                                      M2M
  HDTV,                                    SERVICES
SOCIAL TV
                Telco A          Telco B

                  “More of the same” has
                  been the main strategy
                    response to OTT
                       Telco C             EXPORTED
EXPORTED                                    RICH APIs
   QoS
DELIVERY                On-net VoLTE /
                          RCS C-C
Sessions     Subscription               Service
                      based
Regulated                                     bundling

 Minutes &       Telco                       Converged
 messages
                 World                        Services


     Customer         Phonebook
                       -centric               Ubiquity &
     loyalty &
       churn                                 Interconnect
                 This response is based on
                 unspoken assumptions as
                  to “what really matters”
Problem:
    What worked in the past…
…won’t work in the future
Because in parallel….
Consumer              Enterprise    Contextual
 Comms              Comms & BYOD     change




           Telcos keep pursuing a
          “convergence” approach
         when “divergence” rules…
Multiplicity of services
                       + Multiplicity of devices
                      + Multiplicity of networks
                     + Multiplicity of ecosystems
                     + Multiplicity of interactions

                    Federated telecom services
    …and telcos rely on        (lowest common denominator)
 “ubiquity” – but they can’t
even deliver that any more
Device diversity means OTT models inevitable

       Probability of all of a user’s                                 On-Net
       Internet devices being on a                        • WiFi roaming & Next-Generation
          single telco’s network                            Hotspot
100%                                                      • Telco QoS (?)
          Free 3rd party WiFi
80%
60%                                                                   Off-Net
40%
                                                      •    More devices (and rising)
20%
                                                      •    More (free) WiFi & 3rd party connections
 0%                                                   •    More places of use
          1         2           3   4     5    6      •    Roaming & federation scaling issues
            # connected devices owned                 •    Slow uptake of triple/quadplay
                                        The math of a multi-device
                                         world works against the
                                          federated telco model
Service
e.g. Telephony
                        Meanwhile, the Web is
                      turning telco services into
                         browser capabilities



                 Product
                 e.g. Skype

                               Feature
                              e.g. Xbox Live

                                              Function
Unsustainable      Going from          Changing user      Collaboration is
number of local    scarcity to           behaviour           too slow,
   service        abundance in         (apps are cool,    bureaucratic &
   creators          apps                not geeky)        non-creative




                  NOW!
                                                            Smartphone
Operators need                                                & tablet
to compete at a                                             penetration
  service level               So it’s time for               rocketing
                           a change of strategy

                                        Clever adaptive
No more “you’ll                                            Good-enough
                  Viral uptake of          software
eat what you’re                                            fixed & mobile
                       apps               makes OTT
     given”                                                   networks
                                          work better
$1tn question
How can telcos meet the
OTT services challenge?
         (deep breath…)
Answer:
If you can’t beat them…
  …join them

 (…phew!)
Telco World        Telco-OTT World                 OTT World
Service-centric      Product-centric           Experience-centric
   Telco device       Mixture of telco and         Any combination of
   Telco access        3rd party devices,            device, access
   Telco service      access and services             and service*

 Network roaming                                 Experience roaming




                          ?
                     Bring the best of both   * Supported within any one ecosystem
                        worlds together
Telco World           Telco-OTT World               OTT World
 Service-centric         Product-centric          Experience-centric
    Telco device          Mixture of telco and      Any combination of
    Telco access           3rd party devices,         device, access
    Telco service         access and services          and service

  Network roaming                                  Experience roaming




Comms
           Connec
            -tivity          ?
                       There are four Telco-OTT
                       segments – already with
                                                    Content      Cloud




                       many products & services
How?
  Build businesses that…
…use OTT strategies
Operators must offer OTT extension services
Operator A is at a
  competitive
 disadvantage
                               Telco A          Telco B
          C-IPTV app on 3G                                Interconnected call
             (A gets data                                         C-B
               charges)
                                                  On-net rich IP
  A Prisoners’ Dilemma                            call & UC C-C
  effect forces losers to               Telco C
carry cost, but no revenue                                   Telco-OTT disrupts call &
                                                               SMS origination and
                                                                termination regimes
                             Telco C’s domain
                              OTT extension
Logical end-point? Full Telco-OTT services

                                         Telco C’s OTT
                                              apps



                              Telco A   Telco B



    We are seeing a
 free-for-all to retain the        Telco C
user & billing relationship
                                               On-net QoS-
                                             optimised call C-C
OTT is a trade-off for users

                               More choice of applications
                               Wider distribution for applications
                               Lower cost of usage
                               (Sometimes) better performance at


Demand
                               low network load



  Make the trade-off to give
  users a broader reach of
                                   Performance is
       richer services
                                   - more variable, and
                                   - worse at high network load
OTT is a trade-off for telcos

                              New markets & new customers
                              Extend value of existing services & retain
                              customers
                              Remain relevant beyond transmission


 Supply                            Direct competition with Internet-OTT
  Accept that your business        players & “cult of free”
  strategy needs to change         Lack of control can damage brand if
        to achieve this            experience is poor
                                   Stresses organisation and exceeds
                                   core competence
Create value propositions
                         that address both telco
                         and OTT characteristics

Telco-style      Familiar                      Functionality          OTT-style
 services                     Transmission
                                                        Reach         services
          Convenient        Storage      Delivery

                        Mobility        Universality
                                                           Tailored
          Rentable
                            Usability      Ubiquity
                                                        Coolness
        Preinstalled    Relevance        Governance
                                                         Exclusivity
                            Availability     Urgency
               Simple                                  Personalised
                               Accountability

                Dependable                      Affinity

              Example: Peer-to-peer messaging
Telco-style                                     OTT-style
 services      Adopt a design rather than       services
                 engineering culture in
                  solving user needs



                                            Design!
   Engineer!
Pick use cases which are
                                   less sensitive to variable      Mobile VoIP
Perceived                           or poorer performance
  value
                  Mobile
 Acceptable




                telephony
                                                                            Application
                                                                           performance
                                                                              (speed,
                WORST                                                BEST
 Unacceptable




                                                                             accuracy,
                 CASE                                                CASE responsiveness,
                                                                             continuity)
                                                       Better
                              Worse
                                                     “best case”
                            “worst case”
Other characteristics may be equally or more
important than the network

           DEVICE                             DISTRIBUTION
           Screen size                          Pre-installation
           Battery life                       Apps store promotion
                          Understand & mitigate all
                           the bottlenecks to QoE
                              and value-in-use
      REGULATION                           CONTENT RIGHTS
     Legality (e.g. intercept)                        DRM
           Numbering                           License agreements
What next?
      Join in…
…everyone’s at it!
Comms



Connec         Over 100 identified
 -tivity   Telco-OTT products in the
                    market.



Content




Cloud
Operator strategies & positioning vary widely
                    Key
               partnerships,
              customisation,                                                Full details in report from
               co-branding                                                     Disruptive Analysis
                                                                             (click for information)


Internet-OTT   Tactical
 enthusiasm collaboration




                 Hostility
                             Skeptical        Tactical /        Strategic
                                               niche             focus
                                    Telco-OTT enthusiasm
                      Source: Disruptive Analysis Telco-OTT Strategies report
Free resources
Dean Bubley
Founder & Director, Disruptive Analysis Ltd

               @disruptivedean
               Blog: disruptivewireless.blogspot.com


Martin Geddes
Founder, Martin Geddes Consulting Ltd

               @martingeddes
               Newsletter: www.futureofcomms.com
Premium resources

   Click for full details of   Click to join free Future of
                                                                 Click for details of
  Telco-OTT Strategies &        Communications list and
                                                               Premium Twitter feeds
   Case Studies report         be notified of future events


                                     Public and
                                                                 @DAPremium
                                       private
                                    workshops on
                                                                 @GeddesPlus
                                     Telco-OTT
                                      services



 Next public workshops: US East Coast, Summer 2012
To be first to know when & where, sign up for the newsletter at www.futureofcomms.com
www.disruptive-analysis.com & www.martingeddes.com


          Thank you.

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Introduction to Telco-OTT Services

  • 1. Introduction to Telco-OTT (‘over the top’) Services dean.bubley@disruptive-analysis.com mail@martingeddes.com © 2012 Disruptive Analysis Ltd and Martin Geddes Consulting Ltd
  • 2. Telco World OTT World Service-centric Experience-centric Telco-controlled devices Any combination of Telco-owned access device, access Telco-created services and service* Network roaming Experience roaming * Supported within any one ecosystem This is the familiar world …and this is the world of telecoms service they see encroaching on providers… their territory
  • 3. The telecoms world today IMPORTED Interconnected IMPORTED call & SMS A-B CLOUD IPTV, WEB APPS CONTENT Telco A Telco B Interconnected/federated services make up the bulk of telecoms profits Telco C EXPORTED EXPORTED BULK SMS CONTENT DELIVERY On-net call / SMS C-C
  • 4. The “traditional” vision of future IP/4G telecom Interconnected VoLTE & RCS A-B IMPORTED IMPORTED M2M HDTV, SERVICES SOCIAL TV Telco A Telco B “More of the same” has been the main strategy response to OTT Telco C EXPORTED EXPORTED RICH APIs QoS DELIVERY On-net VoLTE / RCS C-C
  • 5. Sessions Subscription Service based Regulated bundling Minutes & Telco Converged messages World Services Customer Phonebook -centric Ubiquity & loyalty & churn Interconnect This response is based on unspoken assumptions as to “what really matters”
  • 6. Problem: What worked in the past… …won’t work in the future
  • 7. Because in parallel…. Consumer Enterprise Contextual Comms Comms & BYOD change Telcos keep pursuing a “convergence” approach when “divergence” rules…
  • 8. Multiplicity of services + Multiplicity of devices + Multiplicity of networks + Multiplicity of ecosystems + Multiplicity of interactions Federated telecom services …and telcos rely on (lowest common denominator) “ubiquity” – but they can’t even deliver that any more
  • 9. Device diversity means OTT models inevitable Probability of all of a user’s On-Net Internet devices being on a • WiFi roaming & Next-Generation single telco’s network Hotspot 100% • Telco QoS (?) Free 3rd party WiFi 80% 60% Off-Net 40% • More devices (and rising) 20% • More (free) WiFi & 3rd party connections 0% • More places of use 1 2 3 4 5 6 • Roaming & federation scaling issues # connected devices owned • Slow uptake of triple/quadplay The math of a multi-device world works against the federated telco model
  • 10. Service e.g. Telephony Meanwhile, the Web is turning telco services into browser capabilities Product e.g. Skype Feature e.g. Xbox Live Function
  • 11. Unsustainable Going from Changing user Collaboration is number of local scarcity to behaviour too slow, service abundance in (apps are cool, bureaucratic & creators apps not geeky) non-creative NOW! Smartphone Operators need & tablet to compete at a penetration service level So it’s time for rocketing a change of strategy Clever adaptive No more “you’ll Good-enough Viral uptake of software eat what you’re fixed & mobile apps makes OTT given” networks work better
  • 12. $1tn question How can telcos meet the OTT services challenge? (deep breath…)
  • 13. Answer: If you can’t beat them… …join them (…phew!)
  • 14. Telco World Telco-OTT World OTT World Service-centric Product-centric Experience-centric Telco device Mixture of telco and Any combination of Telco access 3rd party devices, device, access Telco service access and services and service* Network roaming Experience roaming ? Bring the best of both * Supported within any one ecosystem worlds together
  • 15. Telco World Telco-OTT World OTT World Service-centric Product-centric Experience-centric Telco device Mixture of telco and Any combination of Telco access 3rd party devices, device, access Telco service access and services and service Network roaming Experience roaming Comms Connec -tivity ? There are four Telco-OTT segments – already with Content Cloud many products & services
  • 16. How? Build businesses that… …use OTT strategies
  • 17. Operators must offer OTT extension services Operator A is at a competitive disadvantage Telco A Telco B C-IPTV app on 3G Interconnected call (A gets data C-B charges) On-net rich IP A Prisoners’ Dilemma call & UC C-C effect forces losers to Telco C carry cost, but no revenue Telco-OTT disrupts call & SMS origination and termination regimes Telco C’s domain OTT extension
  • 18. Logical end-point? Full Telco-OTT services Telco C’s OTT apps Telco A Telco B We are seeing a free-for-all to retain the Telco C user & billing relationship On-net QoS- optimised call C-C
  • 19. OTT is a trade-off for users More choice of applications Wider distribution for applications Lower cost of usage (Sometimes) better performance at Demand low network load Make the trade-off to give users a broader reach of Performance is richer services - more variable, and - worse at high network load
  • 20. OTT is a trade-off for telcos New markets & new customers Extend value of existing services & retain customers Remain relevant beyond transmission Supply Direct competition with Internet-OTT Accept that your business players & “cult of free” strategy needs to change Lack of control can damage brand if to achieve this experience is poor Stresses organisation and exceeds core competence
  • 21. Create value propositions that address both telco and OTT characteristics Telco-style Familiar Functionality OTT-style services Transmission Reach services Convenient Storage Delivery Mobility Universality Tailored Rentable Usability Ubiquity Coolness Preinstalled Relevance Governance Exclusivity Availability Urgency Simple Personalised Accountability Dependable Affinity Example: Peer-to-peer messaging
  • 22. Telco-style OTT-style services Adopt a design rather than services engineering culture in solving user needs Design! Engineer!
  • 23. Pick use cases which are less sensitive to variable Mobile VoIP Perceived or poorer performance value Mobile Acceptable telephony Application performance (speed, WORST BEST Unacceptable accuracy, CASE CASE responsiveness, continuity) Better Worse “best case” “worst case”
  • 24. Other characteristics may be equally or more important than the network DEVICE DISTRIBUTION Screen size Pre-installation Battery life Apps store promotion Understand & mitigate all the bottlenecks to QoE and value-in-use REGULATION CONTENT RIGHTS Legality (e.g. intercept) DRM Numbering License agreements
  • 25. What next? Join in… …everyone’s at it!
  • 26. Comms Connec Over 100 identified -tivity Telco-OTT products in the market. Content Cloud
  • 27. Operator strategies & positioning vary widely Key partnerships, customisation, Full details in report from co-branding Disruptive Analysis (click for information) Internet-OTT Tactical enthusiasm collaboration Hostility Skeptical Tactical / Strategic niche focus Telco-OTT enthusiasm Source: Disruptive Analysis Telco-OTT Strategies report
  • 28. Free resources Dean Bubley Founder & Director, Disruptive Analysis Ltd @disruptivedean Blog: disruptivewireless.blogspot.com Martin Geddes Founder, Martin Geddes Consulting Ltd @martingeddes Newsletter: www.futureofcomms.com
  • 29. Premium resources Click for full details of Click to join free Future of Click for details of Telco-OTT Strategies & Communications list and Premium Twitter feeds Case Studies report be notified of future events Public and @DAPremium private workshops on @GeddesPlus Telco-OTT services Next public workshops: US East Coast, Summer 2012 To be first to know when & where, sign up for the newsletter at www.futureofcomms.com