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Next Generation Services. The operator’s dream - The OTT’s reality?
The document discusses the evolving landscape of telecommunications and over-the-top (OTT) services, emphasizing the need for telcos to adapt to user demands and remain competitive. It highlights the shift in service offerings, the importance of integration and user-centric approaches, and outlines the challenges telcos face, including competition and internal processes. The conclusion advocates for telcos to open their architecture and leverage existing infrastructure to better serve users and meet market demands.
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Next Generation Services. The operator’s dream - The OTT’s reality?
- 1. The operator's dream- The OTT's reality?! Sebastian Schumann Slovak Telekom, a.s. Next Generation Services 3rd ngnlab.eu workshop 3. November 2011 Delft, The Netherlands Hosted by:
- 2. Goal ¡ Briefly analyze Telcoand Over-The-Top services ¡ Define next generation services, what users might demand from them, and what providers can offer ¡ Provide an opinion on what Telco’s can do to stay /or become again/ “smart” ¡ Discuss, question, exchange, propose, … IDEAS and OPINIONS
- 3. Telco services ¡ Operators mainlyoffer the following services nowadays: ¡ Voice (fixed/mobile) ¡ Messaging (SMS, MMS) ¡ Network connectivity (fixed/mobile) ¡ Television ¡ These services are currently in transition à Operators slowly perceive them as actual services ¡ Convergence so far only from sales perspective (bundled packages)
- 4. Telco services ctd. ¡ “Voice”service has undergone a big change in the past ¡ Network and service were conjunct (“assured delivery”) ¡ Interconnect and call-through fees for the network operator were paid ¡ Telephony was overall source of income ¡ Mobile messaging gets competition ¡ Better programs from OTTs with increasing reach ¡ Web integration important (Facebook, Twitter) ¡ IPTV is rather television over IP than “TV 2.0” so far
- 5. Telco’s (forced) transitions ¡ Operatorsmade new investments ¡ Data networks (fixed, mobile) ¡ IPTV started ¡ Currently connectivity is widely deployed and IPTV as a single product is established ¡ IP Multimedia Subsystem ¡ IP connectivity ¡ IPTV All-IP 5
- 6. OTT services ¡ IP basedfrom the very beginning ¡ Long history of integration (APIs, functionality) ¡ Some services are only mash-ups of other services ¡ Monetization not always trivial ¡ Ad based ¡ Premium tariffs: subscriptions, features ¡ Usually require smart end devices ¡ Smart phones, smart TV (incl. set-top-boxes like PS3, Xbox) ¡ Greenfield conditions, not afraid to fail
- 7. Next generation services ¡ Hardto define, different for Telco’s and OTT’s ¡ Requirements ¡ Converged high-quality access (fixed, mobile) ¡ Fast TTM, adaptive ¡ Integrated (w/ core, other services, devices) ¡ User centric ¡ Generate revenue ¡ Easy to use ¡ BETTER ?
- 8. Is that so? ¡ Telcoservices ¡ Converged high-quality access (fixed, mobile) ¡ Fast TTM, adaptive ¡ Integrated (w/ core, other services, devices) ¡ User centric ¡ Generate revenue ¡ Easy to use ¡ BETTER ¡ OTT’s services ¡ Converged high-quality access (fixed, mobile) ¡ Fast TTM, adaptive ¡ Integrated (w/ core, other services, devices) ¡ User centric ¡ Generate revenue ¡ Easy to use ¡ BETTER
- 9. Telco’s vs. OTT’s ¡ Similarities ¡ Softwarehandles logic ¡ Network complexity is decreasing ¡ Differences ¡ Understanding of ‘service’ ¡ Addressed market (partially) ¡ Managed vs. unmanaged service delivery ¡ Third party integration (e.g. cloud) ¡ Revenue generation vs. user relation
- 10. Telco’s opportunities ¡ Residential segment ¡ Churn and revenue prevention ¡ Create individual unique selling points within local market ¡ Mash ups ¡ Follow the move of the web 2.0 hype and integrate applications and services (mash-ups) ¡ Gain revenue from possibilities to generate new services on top of IMS and IPTV ¡ Business segment ¡ Provide communication interface for customer's web presence ¡ Provide integrated „new“ communication services (CaaS)
- 11. Telco’s new All-IPadvantages ¡ Rapid application development on top of a service platform ¡ Cheaper launch of services ¡ Faster time-to-market ¡ Third party interfaces ¡ Vertical integration with own and public services and enablers ¡ Horizontal service development on open platform ¡ Open frameworks/API’s on top of the IMS ¡ Telco offer enhanced web API‘s and mash-ups for own services (click2dial, web phone, CaaS, QoS) ¡ Telco integrates web 2.0 services to enrich own service base (integrate Facebook, Youtube, Netflix)
- 12. Telco’s challenges ¡ Partially wrongcommunication with the customer ¡ Customer still has the choice for technology (analog, ISDN, IP-based) ¡ Wrong understanding: IP-based à Telephony via the Internet à Why not Skype? ¡ Wrong processes internally ¡ Process complexity hinders better time to market ¡ Lifecycle changed ¡ Managing local vs. global competition
- 13. Service scenarios ¡ Integration ofcomm’s with existing IP based television à Use all services and devices in your domain for an overall service experience ¡ Extend business voice products towards unified communications à Voice is not the only product anymore, but multi-channel interoperable communications ¡ IT integration to gain unique view about users ¡ Subscribers become users, strong OSS/BSS support required ¡ Identity management to be able to map users
- 14. Service scenarios ctd. ¡ Not only keep QoS on IP (“assure it’s not worse”) but increase QoE (“make it better”) ¡ High-definition will become standard also in communications (voice, video) ¡ Blended services ¡ Communications as enabler (presence, messaging, multi-media) ¡ Integration with own services ¡ Capable of being integrated with external apps (APIs) ¡ New business/tariff models ¡ Ad supported calling (TV set has enough screen estate) ¡ Traffic vs. content billing (more understandable for the user) ¡ Multiple devices per user, SMS vs. chat (per-message-billing) ¡ Web integration
- 15. Integration ¡ Integration is important ¡ Back-endservice logic can be integrated now ¡ Service enablers, application layer integration ¡ Rich set of multimedia services accessibility from anywhere, anytime with the same experience ¡ Service personalization on user/group/community level ¡ Follow the real user demand for new services à define new service requirements now ¡ “Reusable capabilities” concept to minimize complexity of systems
- 16. Conclusion ¡ Telco’s have toopen up their architecture – the future is not a walled garden! ¡ Users needs a reason to use their applications – they have to federate with the web! … or it will be accessed directly ¡ The Web 2.0 is user centric and open to be extended with applications – the Telco 2.0 should follow this approach ¡ Churn and revenue prevention with often forgotten chances that mash-ups offer
- 17. Summary ¡ Overview about afew challenges in the service area as well as approaches how to cope with them ¡ Highlight Telco’s potential in the growing competition ¡ Motivation to rather act now than wait for the perfect standard ¡ Utilize existing infrastructure ¡ Integrate on the back-end ¡ Blend services ¡ Integration is important (internally as well as externally)
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