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New Opportunities
in Voice and Messaging
ITU Telecom World 2013, Bangkok
Dean Bubley & Martin Geddes
dean.bubley@disruptiv...
About Disruptive Analysis









London-based analyst house & strategic consulting firm
Cross-silo, contrarian, ...
About Martin Geddes Consulting







Strategy consulting on broadband, voice and cloud services
Industry thought le...
To learn more…

www.disruptive-analysis.com
www.martingeddes.com
MORE

November 2013

Copyright Disruptive Analysis Ltd an...
Declaration of relevant business interests


Martin:









Board member: Voxygen
Client: HarQen
Advisory board:...
A map of the ‘new world’ of voice

November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consulting Ltd 2013
Agenda



Overview of the Future of Voice (Martin)
The Death of Ubiquity (Dean)



Beyond telephony: Value-added voice ...
Overview of the
Future of Voice
Telephony is like a Marks & Spencer sandwich





Perishable product
Beautiful packaging
Own-branded only
No personali...
Voice evolution is suddenly accelerating

2003 … … … 2011 … 2013 … 2015
“Telepocalypse”

November 2013

Copyright Disrupti...
Voice evolution is suddenly accelerating

2003 … … … 2011 … 2013 … 2015
Slow growth of OTTs & UC
Slow shift of TDM to IP f...
Voice evolution is suddenly accelerating

2003 … … … 2011 … 2013 … 2015
First
Future of Voice
Workshop

November 2013

Cop...
Voice evolution is suddenly accelerating

2003 … … … 2011 … 2013 … 2015
Today

November 2013

Copyright Disruptive Analysi...
Voice evolution is suddenly accelerating

Two years ago

Now

Volume & value
Predicting
declines in
“peak telephony”
matur...
Voice evolution is suddenly accelerating

Two years ago

Now

Risk of voice
over-supply

Risk of voice
under-demand

Novem...
Voice evolution is suddenly accelerating

Two years ago

Now

OTT =
threat

OTT =
opportunity

November 2013

Copyright Di...
Voice evolution is suddenly accelerating

Two years ago

Now

Voice-in-apps
as concept

APIs, WebRTC &
cloud telephony

No...
Voice evolution is suddenly accelerating

Two years ago

Now

4G voice &
messaging
doubts

VoLTE and RCS
problems real

No...
Mainstream opinion is finally catching up…
“After decades of stagnation, the voice landscape is undergoing
a seismic shift...
Voice is suddenly changing fast

2003 … … … 2011 … 2013 … 2015

?
November 2013

Copyright Disruptive Analysis Ltd and
Mar...
Voice gets “app stored”


Demand-driven future





No two users have the exact same
needs

Hyper-personalised
There i...
From ubiquity to Hi-Lo mix of communications
Sunglasses: $100
Jacket: $1000
Uniform: $150

Leggings: $10

November 2013

C...
Your fate if you don’t adapt to changing context!

Marks & Spencer has revealed a 9.1% fall in half-year profits as
underl...
To learn more…

Sign up to the
Future of Communications
newsletter
http://eepurl.com/dSkfz
MORE

November 2013

Copyright ...
For IP Communications,
Ubiquity is Dead
ITU Telecom World 2013, Bangkok
Dean Bubley & Martin Geddes
dean.bubley@disruptive...
Neuroscience explains reluctance to change


Predictable irrationality



Endowment effect
Optimism bias
Confirmation bi...
Convergence
& standards

Fragmentation &
differentiation

Telephony & SMS will continue to exist,
but there will be
NO mor...
Comforting myths about demand
“Voice” = ubiquitous phone calls
Good quality is critical

Interoperability is essential
Min...
Uncomfortable demand reality
Phone calls are
becoming less useful

Good quality is only sometimes critical
Interoperabilit...
Essential supply consequences
Need personalisation and
contextualisation capabilities
Range of levels of network quality a...
In the beginning – “Proxi-phone”

Near voice

November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consultin...
Pretty good for the 19th century...
Old distant voice [Tele-phone]

>100 years ago

November 2013

Copyright Disruptive An...
... but really not good enough for 21st century

“Hegemony
of the
caller”
Fragmentation of communications models

Standalone
Circuit calls

Good to have “lowest
common denominator”

IP

Embedded
a...
Intent & context....

Why do people make
phone calls (or send
messages, share media
or use video), anyway?

November 2013
...
The chart you’ll never see…
Calls by purpose
Gossip
Meeting up
Flirting
Spam
Showing off
Work
Wasting time

November 2013
...
Different contexts

Out walking
Public transport

Living room

Board room

Bar

November 2013

At work
Airline lounge
Copy...
1 OR 2 “UBIQUITOUS”
SERVICES CANNOT
FULFILL ALL THESE
PURPOSES WELL
November 2013

Copyright Disruptive Analysis Ltd and
M...
Tools are cheap/free. So we pick the right ones

SMS
November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Co...
So how important is quality?
% calls

Must have

I'll call back
Nice to have

Meh. I want free

November 2013

Copyright D...
Beyond “the minute” as a metric & model







We don’t pay for movies or flights by the minute
Short calls often mor...
Service

Product
Feature

Function

November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consulting Ltd 2013
Ubiquity is dead. And that’s a good thing.

November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consulting ...
To learn more…

Sign up to the
Disruptive Wireless newsletter
http://eepurl.com/wAqC5

Blog: disruptivewireless.blogspot.c...
Voice Value-added Services
ITU Telecom World 2013, Bangkok
Dean Bubley & Martin Geddes
dean.bubley@disruptive-analysis.com...
Voice VAS
Standard fixed +
mobile feature set

Next-gen
“mobile, social,
cloud” feature set

Standard feature set
(caller ...
Singtel – concierge-type services



“Next-generation Yellow Pages + search, for voice”




More than 150,000 local bu...
Yes, you can compete with Google (and win!)

“We have spent a lot of effort to ensure the
app is able to understand the wa...
If you can’t beat them…

Nigeria
+

November 2013

Philippines
+

Copyright Disruptive Analysis Ltd and
Martin Geddes Cons...
DoCoMo - automatic voice translation service



World’s first commercial mobile service for translation of
conversations ...
Tropo Ameche – telco-centric “voice apps store”




Integrated with telco core network
Wide range of capabilities (e.g. ...
CallTrunk – consumer call recording

Capture
November 2013

Cloud
integration
Copyright Disruptive Analysis Ltd and
Martin...
VoiceBase – enterprise call search

November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consulting Ltd 2013
Cloud/SaaS integration is important

November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consulting Ltd 201...
Op3nVoice - Call recording seems to be ‘hot’

November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consultin...
C2B Inbound call source/lead tracking




Optimise the ROI of your marketing campaigns
Compare response rates of differe...
SME: Telefonica Azul - Rich visual call control
1:1 call

Group or
conference call

November 2013

Copyright Disruptive An...
Adds mute, earmuff, kick participants
or put them on hold.
B2B: Next-generation conference calling

“Links what
you say to
what you
do.”
How?


Not just traditional “network services” and call control





Multiple commercial options: Build, partner, re-s...
WHERE NEXT?

November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consulting Ltd 2013
What is hypervoice?
Voice as 2-way audio

November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consulting Lt...
Problems we are solving

Voice has value at a
single instant

November 2013

Voice has value beyond
a single instant

Copy...
Defining characteristics
Activity stream
Recordable
Shareable
Workflow integration
Searchable
Rich UI
Web 1.0
Hypertext

Web 2.0
Hypermessaging

Web 3.0
Hypervoice

?

November 2013

Copyright Disruptive Analysis Ltd and
Mar...
Summary

Hypervoice conversations are the
‘social’ version of telephony
and unified communications.

November 2013

Copyri...
To learn more…

White paper, newsletter, blog at www.hypervoice.org
MORE

November 2013

Copyright Disruptive Analysis Ltd...
WebRTC Market
Status & Opportunities
ITU Telecom World 2013, Bangkok
Dean Bubley & Martin Geddes
dean.bubley@disruptive-an...
The vision: voice & video everywhere

November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consulting Ltd 20...
Talked about for years, but hard to achieve
•
•
•
•
•
•
•

Expensive
Inflexible
Poor developer support
Limited use-cases
R...
But now….

November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consulting Ltd 2013
WebRTC – what is it?



An easy way to put voice & video into web browsers…
… and also apps, and devices and more
High qu...
When?

NOW
Already being commercialised & monetised…
…before it is standardised

November 2013

Copyright Disruptive Analy...
Who’s involved?

& 200+ startups & 1000’s of developers
November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes...
Original 3-way support for WebRTC expanding
Enterprise

Network
tools

Devices

WebRTC
Consumer
Web

Telco

TV &
gaming
No...
WebRTC rapidly expanding past “calls”

November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consulting Ltd 2...
WebRTC supported on >4bn devices by 2016

Source: Disruptive Analysis WebRTC Strategy Report update November 2013
November...
View Oct’13: lead WebRTC use-cases
Early enterprise adoption
Live &
commercial
Initial consumer web apps/devices

Pilots /...
For telcos WebRTC is really a magnifier/catalyst

Now

With WebRTC
Bigger opportunities
Worse threats
Faster speed
Novembe...
Main WebRTC strategies for SPs?
Extend onnet services
& IMS / SS7
Strengthen
enterprise &
verticals

TV,
entertainment &
d...
Policy impact of WebRTC

?
(but urgent)
November 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consulting Ltd ...
For WebRTC report & quarterly update
details see:
http://disruptivewireless.blogspot.com/p/blog-page.html

Or email inform...
What next?
ITU Telecom World 2013, Bangkok
Dean Bubley & Martin Geddes
dean.bubley@disruptive-analysis.com
mail@martingedd...
Which way do you want to go?

Oct 2013

Copyright Disruptive Analysis Ltd and
Martin Geddes Consulting Ltd 2013
Operators


Milk the cash cow…









Re-think credit control
More bundling with new VAS
Refine segmentation
Cust...
Operators should do these five things now!
1.
2.
3.

Build off-net (TelcoOTT) service capability
Measure and manage on-net...
Regulatory and policy considerations


This is good for consumers!





Potential huge area for digital economy + R&D
...
Also available…

Workshops, Briefings, Consultancy
Dean.Bubley@disruptive-analysis.com
mail@martingeddes.com

November 201...
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New Opportunities in Voice and Messaging workshop - ITU Telecom World 2013

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This presentation was given at the New Opportunities in Voice and Messaging at ITU Telecom World 2013 in Bangkok on 20th November 2013.

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New Opportunities in Voice and Messaging workshop - ITU Telecom World 2013

  1. 1. New Opportunities in Voice and Messaging ITU Telecom World 2013, Bangkok Dean Bubley & Martin Geddes dean.bubley@disruptive-analysis.com mail@martingeddes.com
  2. 2. About Disruptive Analysis         London-based analyst house & strategic consulting firm Cross-silo, contrarian, visionary, independent Advisor to telcos, vendors, regulators & investors Covering VoIP since 1997 & 3G/4G mVoIP since 2007 Critic of RCS since 2008 Published report on “Telco-OTT Strategies”, Feb 2012 Report on WebRTC, Feb 2013, updated Jun & Nov 2013 Workshops on WebRTC, Future of Voice & TelcoOTT Twitter @disruptivedean November 2013 Blog: disruptivewireless.blogspot.com Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  3. 3. About Martin Geddes Consulting       Strategy consulting on broadband, voice and cloud services Industry thought leader – Sprint, BT, Telco 2.0 Focus on network performance and next-gen voice services Blogging and speaking on OTT and Future of Voice since 2003 Co-founder and Executive Director of Hypervoice Consortium Workshops on Future of Voice & TelcoOTT Twitter @martingeddes November 2013 Free newsletter: martingeddes.com Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  4. 4. To learn more… www.disruptive-analysis.com www.martingeddes.com MORE November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  5. 5. Declaration of relevant business interests  Martin:        Board member: Voxygen Client: HarQen Advisory board: VoiceSage Business advisor: Predictable Network Solutions Paid by Hypervoice Consortium members Many other consulting clients Dean:   Many research and consulting clients across telecoms ecosystem (too many to list them all here!) Advisor: Voxygen, Temasys, Movirtu November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  6. 6. A map of the ‘new world’ of voice November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  7. 7. Agenda   Overview of the Future of Voice (Martin) The Death of Ubiquity (Dean)  Beyond telephony: Value-added voice & Hypervoice (Martin) Beyond telephony: WebRTC (Dean)  So what and what next for telcos?  November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  8. 8. Overview of the Future of Voice
  9. 9. Telephony is like a Marks & Spencer sandwich     Perishable product Beautiful packaging Own-branded only No personalisation  “Hold   November 2013 the mayo…” The highest quality… …but at a high price
  10. 10. Voice evolution is suddenly accelerating 2003 … … … 2011 … 2013 … 2015 “Telepocalypse” November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  11. 11. Voice evolution is suddenly accelerating 2003 … … … 2011 … 2013 … 2015 Slow growth of OTTs & UC Slow shift of TDM to IP for voice Lots of good ideas, hard to implement Broadband and smartphone explosion… …but no change to core telephony offer November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  12. 12. Voice evolution is suddenly accelerating 2003 … … … 2011 … 2013 … 2015 First Future of Voice Workshop November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  13. 13. Voice evolution is suddenly accelerating 2003 … … … 2011 … 2013 … 2015 Today November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  14. 14. Voice evolution is suddenly accelerating Two years ago Now Volume & value Predicting declines in “peak telephony” mature markets November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  15. 15. Voice evolution is suddenly accelerating Two years ago Now Risk of voice over-supply Risk of voice under-demand November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  16. 16. Voice evolution is suddenly accelerating Two years ago Now OTT = threat OTT = opportunity November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  17. 17. Voice evolution is suddenly accelerating Two years ago Now Voice-in-apps as concept APIs, WebRTC & cloud telephony November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  18. 18. Voice evolution is suddenly accelerating Two years ago Now 4G voice & messaging doubts VoLTE and RCS problems real November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  19. 19. Mainstream opinion is finally catching up… “After decades of stagnation, the voice landscape is undergoing a seismic shift. Migration is in full swing to richer IP-based communication, and Web real-time communication is expected to significantly disrupt the value chain. CSPs should reassess their strategy to avoid being disenfranchised.” “The Future Evolution of CSP Voice Services” Gyanee Dewnarain, Research Director, Gartner 14 November 2013 November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  20. 20. Voice is suddenly changing fast 2003 … … … 2011 … 2013 … 2015 ? November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  21. 21. Voice gets “app stored”  Demand-driven future    No two users have the exact same needs Hyper-personalised There is no “one-size-fits-all” voice solution  Supply-centric outlook = death November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  22. 22. From ubiquity to Hi-Lo mix of communications Sunglasses: $100 Jacket: $1000 Uniform: $150 Leggings: $10 November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  23. 23. Your fate if you don’t adapt to changing context! Marks & Spencer has revealed a 9.1% fall in half-year profits as underlying sales of clothing and homewares slipped back for the ninth consecutive quarter. Tuesday 5 November 2013 November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  24. 24. To learn more… Sign up to the Future of Communications newsletter http://eepurl.com/dSkfz MORE November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  25. 25. For IP Communications, Ubiquity is Dead ITU Telecom World 2013, Bangkok Dean Bubley & Martin Geddes dean.bubley@disruptive-analysis.com mail@martingeddes.com
  26. 26. Neuroscience explains reluctance to change  Predictable irrationality  Endowment effect Optimism bias Confirmation bias Defence of belief systems    November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  27. 27. Convergence & standards Fragmentation & differentiation Telephony & SMS will continue to exist, but there will be NO more standard, interoperable services
  28. 28. Comforting myths about demand “Voice” = ubiquitous phone calls Good quality is critical Interoperability is essential Minutes / messages = value November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  29. 29. Uncomfortable demand reality Phone calls are becoming less useful Good quality is only sometimes critical Interoperability is essential for basic lowest-common denominator services only Intention & outcomes = value October 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  30. 30. Essential supply consequences Need personalisation and contextualisation capabilities Range of levels of network quality and cost… …from unmanaged to assured Shift focus to embedded voice Need new demand-driven services model November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  31. 31. In the beginning – “Proxi-phone” Near voice November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  32. 32. Pretty good for the 19th century... Old distant voice [Tele-phone] >100 years ago November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  33. 33. ... but really not good enough for 21st century “Hegemony of the caller”
  34. 34. Fragmentation of communications models Standalone Circuit calls Good to have “lowest common denominator” IP Embedded app/web calls Ubiquity no/negative benefit November 2013 Non-call comms Maybe ubiquitous in a niche Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  35. 35. Intent & context.... Why do people make phone calls (or send messages, share media or use video), anyway? November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  36. 36. The chart you’ll never see… Calls by purpose Gossip Meeting up Flirting Spam Showing off Work Wasting time November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  37. 37. Different contexts Out walking Public transport Living room Board room Bar November 2013 At work Airline lounge Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  38. 38. 1 OR 2 “UBIQUITOUS” SERVICES CANNOT FULFILL ALL THESE PURPOSES WELL November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  39. 39. Tools are cheap/free. So we pick the right ones SMS November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  40. 40. So how important is quality? % calls Must have I'll call back Nice to have Meh. I want free November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  41. 41. Beyond “the minute” as a metric & model      We don’t pay for movies or flights by the minute Short calls often more valuable than long Minutes = easy to count (and must be counted) Locks telecom industry to obsolete business model Regulator mindset needs to shift too November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  42. 42. Service Product Feature Function November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  43. 43. Ubiquity is dead. And that’s a good thing. November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  44. 44. To learn more… Sign up to the Disruptive Wireless newsletter http://eepurl.com/wAqC5 Blog: disruptivewireless.blogspot.com November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013 MORE
  45. 45. Voice Value-added Services ITU Telecom World 2013, Bangkok Dean Bubley & Martin Geddes dean.bubley@disruptive-analysis.com mail@martingeddes.com
  46. 46. Voice VAS Standard fixed + mobile feature set Next-gen “mobile, social, cloud” feature set Standard feature set (caller ID, voicemail, forwarding, etc.) Voice, video and messaging Audio conferencing Call recording Premium voice Visual call control Ringback tones Source tracking Centrex Next-generation conference calling November 2013 Translation Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013 “Hypervoice”
  47. 47. Singtel – concierge-type services  “Next-generation Yellow Pages + search, for voice”    More than 150,000 local businesses and 7,000 hawker locations Singapore English and local terms Mobile-app based November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  48. 48. Yes, you can compete with Google (and win!) “We have spent a lot of effort to ensure the app is able to understand the way Singaporeans speak English, and this sets deF!ND apart from other voice recognition apps that have been developed abroad” November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  49. 49. If you can’t beat them… Nigeria + November 2013 Philippines + Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  50. 50. DoCoMo - automatic voice translation service  World’s first commercial mobile service for translation of conversations between people speaking Japanese and other languages.    Hanashite Hon’yaku provides translations between Japanese and the receiver’s language. Translations are provided both as screen text and voice readouts. Dial the other party using an Android app for DOCOMO smartphones and tablets running Android 2.2 or higher. November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  51. 51. Tropo Ameche – telco-centric “voice apps store”   Integrated with telco core network Wide range of capabilities (e.g. voice whisper) November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  52. 52. CallTrunk – consumer call recording Capture November 2013 Cloud integration Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013 Search and analyse
  53. 53. VoiceBase – enterprise call search November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  54. 54. Cloud/SaaS integration is important November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  55. 55. Op3nVoice - Call recording seems to be ‘hot’ November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  56. 56. C2B Inbound call source/lead tracking   Optimise the ROI of your marketing campaigns Compare response rates of different marketing channels with unique trackable phone numbers November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  57. 57. SME: Telefonica Azul - Rich visual call control 1:1 call Group or conference call November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  58. 58. Adds mute, earmuff, kick participants or put them on hold.
  59. 59. B2B: Next-generation conference calling “Links what you say to what you do.”
  60. 60. How?  Not just traditional “network services” and call control    Multiple commercial options: Build, partner, re-sell   New architectures expose or defer call control Many value-added integration points (Hosting, security, etc.) E.g. Vodafone OneNet vs Cisco UC + SingTel UCaaS Enterprise segment tends to lead    Long history of making money from reselling 3rd party applications and services and supplying appropriate connectivity Used to re-selling PBX, video conferencing + service wrapper “OTT” – has always been that way in the enterprise world! November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  61. 61. WHERE NEXT? November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  62. 62. What is hypervoice? Voice as 2-way audio November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013 Voice as information
  63. 63. Problems we are solving Voice has value at a single instant November 2013 Voice has value beyond a single instant Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  64. 64. Defining characteristics Activity stream Recordable Shareable Workflow integration Searchable Rich UI
  65. 65. Web 1.0 Hypertext Web 2.0 Hypermessaging Web 3.0 Hypervoice ? November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  66. 66. Summary Hypervoice conversations are the ‘social’ version of telephony and unified communications. November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  67. 67. To learn more… White paper, newsletter, blog at www.hypervoice.org MORE November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  68. 68. WebRTC Market Status & Opportunities ITU Telecom World 2013, Bangkok Dean Bubley & Martin Geddes dean.bubley@disruptive-analysis.com mail@martingeddes.com
  69. 69. The vision: voice & video everywhere November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  70. 70. Talked about for years, but hard to achieve • • • • • • • Expensive Inflexible Poor developer support Limited use-cases Reliance on “call” model Poor audio/video Hard to integrate = Patchy adoption & little developer enthusiasm / buzz November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  71. 71. But now…. November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  72. 72. WebRTC – what is it?  An easy way to put voice & video into web browsers… … and also apps, and devices and more High quality, network-intelligent (eg firewalls) Also with “context”, realtime data & encryption Developer-friendly & user-friendly Excitement, buzz & “cool factor” “Democratises” voice & video. Cheap, easy innovation More than just a tech standard. A “movement”.  Huge disruption potential for telcos & others        November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  73. 73. When? NOW Already being commercialised & monetised… …before it is standardised November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  74. 74. Who’s involved? & 200+ startups & 1000’s of developers November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  75. 75. Original 3-way support for WebRTC expanding Enterprise Network tools Devices WebRTC Consumer Web Telco TV & gaming November 2013
  76. 76. WebRTC rapidly expanding past “calls” November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  77. 77. WebRTC supported on >4bn devices by 2016 Source: Disruptive Analysis WebRTC Strategy Report update November 2013 November 2013
  78. 78. View Oct’13: lead WebRTC use-cases Early enterprise adoption Live & commercial Initial consumer web apps/devices Pilots / precommercial Trials & demos November 2013 Verticals & corporate Telco, Entertainment, M2M, other… Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  79. 79. For telcos WebRTC is really a magnifier/catalyst Now With WebRTC Bigger opportunities Worse threats Faster speed November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  80. 80. Main WebRTC strategies for SPs? Extend onnet services & IMS / SS7 Strengthen enterprise & verticals TV, entertainment & digital services October 2013 Turbocharge Telco-OTT apps IMS should be <30% total WebRTC effort & investment Sell packaged WebRTC services to subscriber Enhance developer platform Also: invest / incubate Improve own CRM & systems Maybe M2M, devices etc
  81. 81. Policy impact of WebRTC ? (but urgent) November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  82. 82. For WebRTC report & quarterly update details see: http://disruptivewireless.blogspot.com/p/blog-page.html Or email information@disruptiveanalysis.com October 2013 Copyright Disruptive Analysis Ltd 2013
  83. 83. What next? ITU Telecom World 2013, Bangkok Dean Bubley & Martin Geddes dean.bubley@disruptive-analysis.com mail@martingeddes.com
  84. 84. Which way do you want to go? Oct 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  85. 85. Operators  Milk the cash cow…       Re-think credit control More bundling with new VAS Refine segmentation Customers, not devices New payment models …and recognise and engage with inevitable change    Can’t limit user behaviour “Don’t fight demand” Lots of opportunity so accept change November 2013
  86. 86. Operators should do these five things now! 1. 2. 3. Build off-net (TelcoOTT) service capability Measure and manage on-net OTT voice quality Create a value-added voice strategy  Integrated 4. 5. with core voice offer only where appropriate Re-examine responsibility for voice Engage regulator in pro-active dialogue November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  87. 87. Regulatory and policy considerations  This is good for consumers!    Potential huge area for digital economy + R&D    Will increase pressure on telcos in some cases Protecting ‘national champion’ incumbent players may backfire Regulation is going to get more complex    Service innovation and competition Treat like the rest of the web – progress & diversity is good ‘Voice’ is becoming 1000’s of apps, not just “calls”? Revisit rules & laws to reflect new world of voice/video Difficult issues around privacy, security, encryption November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  88. 88. Also available… Workshops, Briefings, Consultancy Dean.Bubley@disruptive-analysis.com mail@martingeddes.com November 2013 Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2013
  • eayoub

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    Jun. 15, 2015
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    Feb. 6, 2015
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    Dec. 2, 2013
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    Nov. 30, 2013

This presentation was given at the New Opportunities in Voice and Messaging at ITU Telecom World 2013 in Bangkok on 20th November 2013.

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