The RCS initiative aims at bringing IP communication services to a state-of-the-art level of maturity where their
usage would be straightforward and their reach would
be ubiquitous.
RCS Hub - Driving global interconnectivity for RCS Openmind Networks
As mobile messaging evolves to offer rich communications, there is a key requirement for an RCS Interconnect Hub as identified by the GSMA with their recent RFI. Openmind's White Paper describes the architecture and features of an RCS Interconnect Hub and discusses future interworking possibilities.
Rich Communication Suite (RCS) and RCS-e aims to seamlessly unify the communications experience by integrating traditional mobile telephony with new interactive services such as presence, instant messaging and content sharing enabled by the enhanced address book of the mobile phone.
OTT & RCS:
Telecom industry is being challenged, it is fighting to stay relevant and business viable, required to continue showing growth and profitability. Challenges from players offering - VoIP, chat, video, SIM less devices, BYOD, and other rich media IP based services present a threat and an opportunity.
Carriers considering their strategy have two paths to consider: Internet based communication OTT and RCS by GSMA. Naturally Pro's and Con's for each solution. risks and benefits going hand in hand.
Yet, to large extent, OTT and RCS are complementary from value proposition and product offering. Considering from within Dual spear head approach can be relevant, effective and tangible tactical approach for many carries , MVNOs, MVNes and OEMs.
RCS vs OTT, Rich Communication System versus Over The Top, How the operators to avoid lossing their revenue of voice and sms of current mobile business
Rich Communication Services (RCS) is known to be the next generation of SMS. With the world now more in favor of text messaging, RCS will be able to mimic these enriched features for businesses to engage with customers. Let’s get to know the RCS business more!
Providing VoLTE & RCS services and connecting enterprise customers to these new networks and services is an opportunity for the service providers to enhance their services and generate growth. Surveying ways in which this opportunity can be realized.
RCS Hub - Driving global interconnectivity for RCS Openmind Networks
As mobile messaging evolves to offer rich communications, there is a key requirement for an RCS Interconnect Hub as identified by the GSMA with their recent RFI. Openmind's White Paper describes the architecture and features of an RCS Interconnect Hub and discusses future interworking possibilities.
Rich Communication Suite (RCS) and RCS-e aims to seamlessly unify the communications experience by integrating traditional mobile telephony with new interactive services such as presence, instant messaging and content sharing enabled by the enhanced address book of the mobile phone.
OTT & RCS:
Telecom industry is being challenged, it is fighting to stay relevant and business viable, required to continue showing growth and profitability. Challenges from players offering - VoIP, chat, video, SIM less devices, BYOD, and other rich media IP based services present a threat and an opportunity.
Carriers considering their strategy have two paths to consider: Internet based communication OTT and RCS by GSMA. Naturally Pro's and Con's for each solution. risks and benefits going hand in hand.
Yet, to large extent, OTT and RCS are complementary from value proposition and product offering. Considering from within Dual spear head approach can be relevant, effective and tangible tactical approach for many carries , MVNOs, MVNes and OEMs.
RCS vs OTT, Rich Communication System versus Over The Top, How the operators to avoid lossing their revenue of voice and sms of current mobile business
Rich Communication Services (RCS) is known to be the next generation of SMS. With the world now more in favor of text messaging, RCS will be able to mimic these enriched features for businesses to engage with customers. Let’s get to know the RCS business more!
Providing VoLTE & RCS services and connecting enterprise customers to these new networks and services is an opportunity for the service providers to enhance their services and generate growth. Surveying ways in which this opportunity can be realized.
Service providers are starting deployment of VoLTE and adding RCS as part of the Joyn initiative. As service providers are looking for new sources of revenue and ways to compete with OTT service providers they are starting to provide RCS based UC services to enterprises and SMBs.
The presentation reviews VoLTE and RCS technology and market, drivers for service providers to offer such services to enterprises and RADVISION's offering for building such services with emphasis on clients for mobile, tablet and desktop.
Integration of Rich Communication Services:
- Converged (fixed/mobile) operator requirements
- Integration of rich communications as an enabler for advanced IPTV services
- Use cases and business perspectives of selected scenarios
Presented at Rich Communication 2012 in Berlin, Germany.
Telcos, RCS & WebRTC - "democratisation" of voice and videoRadu Vulpescu
OTT apps and new web technologies invalidate the current business model of the telecom operator for selling voice communications.
How can emerging web technologies help or take over!
No login, installations, downloads or add-ons. WebRTC allows developers to easily incorporate voice and video features into apps or even physical devices and M2M systems.
WebRTC can be used in Firefox, Opera and in Chrome on desktop and Android. It is also available for native apps on iOS and Android.
Radisys was joined by Mavenir's Ian Maclean for this informative session focused on how operators can monetize LTE networks beyond basic data plans by delivering Voice over LTE (VoLTE), Rich Communications Services (RCS) and other value-added services.
Offering Rich Communications Services (RCS) as a Multimedia Application to co...Ali Saghaeian
Some of the topics covered in this slide deck:
Drivers for RCS adoption
RCS to provide competitive like-for-like services as OTT
Providing promising business opportunities for RCS based services
RCS based business model, creating additional revenues for telco operators
RCS-e to VoLTE evolution
RCS Monetization Options
RCS/VoLTE to provide a Platform for Contextual Communication Services
RCS, the carriers' weapon. The Killer Enabler.Solaiemes
in this ppt we repeat the explanation of what is RCS (Rich Communication Suite) for non IT people, explain the Solaiemes portfolio opening RCS with API's to create services on top and creating thin/light RCS clients to make RCS ubiquitous. Finally, we talked, also with lessig style about the role of the carriers and comparing it with other markets, the focus of the carriers should delight the masses, not focused in the high tier pro-app individuals :-)
Leveraging IMS for VoLTE and RCS Services in LTE Networks Presented by Adnan ...Radisys Corporation
ETSI Workshop – RCS VoLTE and Beyond
Kranj, Slovenia
October 11, 2012
Adnan Saleem discusses the advantages of moving to VoLTE/RCS for mixed mobile operators – and addresses the key challenges along the way.
Radisys hosted this webinar on July 9, 2014: VoLTE in Asia Pacific - from Delay to Deploy. Ray Adensamer reviews VoLTE activity in the APAC region Ray discusses the industry hesitancy around VoLTE and walk throught a business case example.
Monetizing VoLTE, RCS and Video; IMS MRF and Conferencing SolutionsRadisys Corporation
Presentation given by Al Balasco, Radisys Sr. Director of Product Management at IMS World Summit on April 23:
Title: Monetizing VoLTE and RCS
• Global trends in LTE, VoLTE, RCS, and other services.
• Strategies to grow revenues beyond data plans
• IMS service delivery architectures for generating revenues from VoLTE and RCS
Manish Singh presents Monetizing VoLTE, RCS, and WebRTC at LTE North America 2013. This presentation explores how MRF facilitates incremental service revenues, OneMRF Strategy, and WebRTC Media Processing Platforms.
For a long time, IP Multimedia Subsystem (IMS) was nothing more than just a revolutionary idea to move all existing teleservices, including telephony to the PS domain of the mobile network and to create a vast variety of brand new teleservices totally based on end-to-end IP connectivity. Today, thanks to Rich Communication Suite-enhanced (RCS-e) initiative, there is a clear path and agreement on how to turn IMS into practice. RCS-e ensures that the same initial subset of IMS services will be introduced by all operators, infrastructure and terminal vendors and will work smoothly also in inter-operator scenarios. The course explains RCS-e services, underpaying IMS architecture and basic procedures and their impact on existing operator infrastructure.
Service providers are starting deployment of VoLTE and adding RCS as part of the Joyn initiative. As service providers are looking for new sources of revenue and ways to compete with OTT service providers they are starting to provide RCS based UC services to enterprises and SMBs.
The presentation reviews VoLTE and RCS technology and market, drivers for service providers to offer such services to enterprises and RADVISION's offering for building such services with emphasis on clients for mobile, tablet and desktop.
Integration of Rich Communication Services:
- Converged (fixed/mobile) operator requirements
- Integration of rich communications as an enabler for advanced IPTV services
- Use cases and business perspectives of selected scenarios
Presented at Rich Communication 2012 in Berlin, Germany.
Telcos, RCS & WebRTC - "democratisation" of voice and videoRadu Vulpescu
OTT apps and new web technologies invalidate the current business model of the telecom operator for selling voice communications.
How can emerging web technologies help or take over!
No login, installations, downloads or add-ons. WebRTC allows developers to easily incorporate voice and video features into apps or even physical devices and M2M systems.
WebRTC can be used in Firefox, Opera and in Chrome on desktop and Android. It is also available for native apps on iOS and Android.
Radisys was joined by Mavenir's Ian Maclean for this informative session focused on how operators can monetize LTE networks beyond basic data plans by delivering Voice over LTE (VoLTE), Rich Communications Services (RCS) and other value-added services.
Offering Rich Communications Services (RCS) as a Multimedia Application to co...Ali Saghaeian
Some of the topics covered in this slide deck:
Drivers for RCS adoption
RCS to provide competitive like-for-like services as OTT
Providing promising business opportunities for RCS based services
RCS based business model, creating additional revenues for telco operators
RCS-e to VoLTE evolution
RCS Monetization Options
RCS/VoLTE to provide a Platform for Contextual Communication Services
RCS, the carriers' weapon. The Killer Enabler.Solaiemes
in this ppt we repeat the explanation of what is RCS (Rich Communication Suite) for non IT people, explain the Solaiemes portfolio opening RCS with API's to create services on top and creating thin/light RCS clients to make RCS ubiquitous. Finally, we talked, also with lessig style about the role of the carriers and comparing it with other markets, the focus of the carriers should delight the masses, not focused in the high tier pro-app individuals :-)
Leveraging IMS for VoLTE and RCS Services in LTE Networks Presented by Adnan ...Radisys Corporation
ETSI Workshop – RCS VoLTE and Beyond
Kranj, Slovenia
October 11, 2012
Adnan Saleem discusses the advantages of moving to VoLTE/RCS for mixed mobile operators – and addresses the key challenges along the way.
Radisys hosted this webinar on July 9, 2014: VoLTE in Asia Pacific - from Delay to Deploy. Ray Adensamer reviews VoLTE activity in the APAC region Ray discusses the industry hesitancy around VoLTE and walk throught a business case example.
Monetizing VoLTE, RCS and Video; IMS MRF and Conferencing SolutionsRadisys Corporation
Presentation given by Al Balasco, Radisys Sr. Director of Product Management at IMS World Summit on April 23:
Title: Monetizing VoLTE and RCS
• Global trends in LTE, VoLTE, RCS, and other services.
• Strategies to grow revenues beyond data plans
• IMS service delivery architectures for generating revenues from VoLTE and RCS
Manish Singh presents Monetizing VoLTE, RCS, and WebRTC at LTE North America 2013. This presentation explores how MRF facilitates incremental service revenues, OneMRF Strategy, and WebRTC Media Processing Platforms.
For a long time, IP Multimedia Subsystem (IMS) was nothing more than just a revolutionary idea to move all existing teleservices, including telephony to the PS domain of the mobile network and to create a vast variety of brand new teleservices totally based on end-to-end IP connectivity. Today, thanks to Rich Communication Suite-enhanced (RCS-e) initiative, there is a clear path and agreement on how to turn IMS into practice. RCS-e ensures that the same initial subset of IMS services will be introduced by all operators, infrastructure and terminal vendors and will work smoothly also in inter-operator scenarios. The course explains RCS-e services, underpaying IMS architecture and basic procedures and their impact on existing operator infrastructure.
RCS-e API exposure:A valuable asset to create application innovation & revenue generation?
Solaimes keynote at IMS Global Congress 2011 (Madrid, 5/OCt/2011)
This pdf describes the Solaiemes approach to create RCS based services, merging telco and web capabilities, and making feasible smooth "connection" between carrier core and internet services, and enabling the mobile user to have a lot of use cases with a common enabler/feature
PPT by Jose Recio presented at IMTC 2025 Forum, during the Triple Play in the living room panel.
In this ppt is explained how using currently available javascript frameworks for tv widgets or STB apps, you can create a view of a more complex Rich Communication Suite client in a shared platform in the cloud, becoming feasible a real triple play and making true common experience for enhanced mesaging and UC also in the TV screen.
StreamWIDE: Filling the gap between OTT and RCS-e StreamWIDE
During the CTO Telecoms Forum held in London (June 6th, 2013) Pascal BEGLIN, CEO presented on the following topic: Filling the gap between OTT & RCS-e.
Presented by Andy Sutton, Principal Network Architect - Chief Architect’s Office, TSO, BT at IET "Towards 5G Mobile Technology – Vision to Reality" seminar on 25th Jan 2017
Shared with permission
3GPP Standards for the Internet-of-ThingsEiko Seidel
Presenation by 3GPP RAN3 Chairman - Philippe Reininger - at the IoT Business & Technologies Congress (November 30, in Singapore). Main topics are eMTC, NB-IOT and EC-GSM-IoT as completed in 3GPP Release 13 and enhanced in Release 14
2016 Broadband Outlook Report, Telecoms.comBrian Metzger
The Broadband Outlook Report is based on quantitative research from more than 600 telecommunications and internet professionals, with over 50% of respondents representing communications service providers (CSPs). Inside you will discover:
* How CSPs define digital transformation
* What percentage of CSPs have a digital transformation strategy
* Which capabilities CSPs say are the most important to improving the digital experience
* And much more insight into the telecom industry’s digital transformation imperative
Mavenir: Monetizing RCS through Innovation on Cloud Native NetworkMavenir
A Rich Communication Services (RCS) market overview, how RCS is adding value to mobile networks, and the RCS evolution.
Presentation from Rakuten Showcase at Mobile World Congress 2019.
We at Comverse provide CSPs with the vehicles to grow from wholesale connectivity suppliers, to smart data providers and beyond – true connected service enablers and providers.
Innovations for Better Performing NetworksAviat Networks
In the past decades one innovation has radically changed the way we approach our daily life - the smartphone. Adopted by the entire world this indispensable device combines three core characteristics: intelligence, compactness, and simplicity of use. Now, imagine if you applied these same characteristics to your network. The future is smarter ,smaller, simple.
Comverse VAS 3.0 IP Messaging and Service Enablement Middleware pave the way to opportunities for communication service providers (CSPs) to expand their markets and introduce compelling new consumer, enterprise and machine-to-machine (M2M) experiences.
Delivering the Future of Networking with Hyper-scalable Connectivity, Liang D...Alan Quayle
Delivering the Future of Networking with Hyper-scalable Connectivity
Liang Dong, Senior Product Manager, Epsilon
In recent years, Service Providers across Asia are looking at capturing new growth opportunities fuelled by the rapid pace of digitalisation in the region. This has led to an increased adoption of some form of cloud services and hybrid cloud strategies. However, it can be a challenge when connecting these infrastructure without the right networking expertise and cloud knowledge.
Network-as-a-Service (NaaS) addresses this challenge through software-defined networking or programmable networking, by enabling connectivity through the platform and the use of API. This presentation will cover the challenges of accessing and connecting to Asian markets and how service providers can leverage on NaaS to deliver connectivity on-demand. You will also learn about:
Landscape of complexity for service providers in Asian markets (including Mainland China)
Traditional networking vs NaaS model
API and Networking – Introduction to Epsilon’s NaaS platform, Infiny
Use case – DCConnect
Infiny demonstration
Comparative analyisis on some possible partnership schemes of global ip excha...IJCNCJournal
IPX (IP eXchange) is GSMA’s proposal for IP interconnection model which supports multi services to offer
end-to-end QoS, security, interoperability, SLAs through a dedicated connection. It provides a commercial
and technical solution to manage IP traffic and follows the GSMA’s 4 key IP interworking principle such as
openness, quality, cascading payments, and efficient connectivity. In order to get global IPX reachability, it
is possible for an IPX provider to build partnership with other global IPX providers in business and
network configuration. There are some possible partnership schemes between IPX providers such as
peering mode, semi-hosted mode, full-hosted mode, or combination between these modes. The
implementation of the schemes will be case-by-case basis with some considerations based on (but not
limited to) IPX Provider’s network asset & coverage, services & features offer, commercial offer, and
customers. For an IPX provider to become competitive in IPX business and become a global IPX hub, some
value added should be considered such as cost efficiency and great network performance. To achieve it, an
IPX provider could implement some strategies such as build network sinergy between them and partners to
develop IPX Service as single offering, offer their customers with bundled access network and services. An
IPX provider should also consider their existing customer-based that can be a benefit to their bargaining
position to other potential IPX provider partners to determine price and business scheme for partnership.
The programmable telephone network has always intrigued me. As a developer, having the ability to create custom applications within the service provider network seems to have endless possibilities. I can envision all sorts of applications that make businesses more productive and consumers better informed. I can also envision business opportunities for service providers, offering hosted development platforms that developers can use to create new customer-facing services.
Communications Platform as a Service (CPaaS) is a means to offer an open API-based development environment to businesses of all sizes, allowing them to build custom business applications to improve their customer experience and better secure their data. Today we plan to explore opportunities for CPaaS, explain how service providers can integrate CPaaS into their existing networks and review a live customer case study of CPaaS in action.
The programmable telephone network has always intrigued me. As a developer, having the ability to create custom applications within the service provider network seems to have endless possibilities. I can envision all sorts of applications that make businesses more productive and consumers better informed. I can also envision business opportunities for service providers, offering hosted development platforms that developers can use to create new customer-facing services.
Communications Platform as a Service (CPaaS) is a means to offer an open API-based development environment to businesses of all sizes, allowing them to build custom business applications to improve their customer experience and better secure their data. Today we plan to explore opportunities for CPaaS, explain how service providers can integrate CPaaS into their existing networks and review a live customer case study of CPaaS in action.
Comverse Managed Services help you secure traditional revenues, monetize new connected opportunities, increase your efficiency, accelerate time-to-market of new initiatives – and reduce cost and risk.
With data traffic growing rapidly worldwide, Communication Service Providers (CSPs) seek to expand their business offering, move beyond flat rate pricing models, and adopt
multiple marketing and monetization tools for maximizing their revenues – while assuring an enhanced real-time subscriber experience.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
3. Making RCS Happen
Contents
04 . . . . Introduction
05 . . . . Background
05 . . . . Network Transformation Towards the IP Era
06 . . . . What Is RCS?
06 . . . . Internet Service Alternatives
07 . . . . Highlights of RCS Specifications
08 . . . . The Promise of RCS
08 . . . . Just There, Just Works
08 . . . . The Real Deal
09 . . . . The Challenge
09 . . . . A Paradigm Shift Is Required
09 . . . . The Challenging Interim Phase in an Ecosystem-Dependent Promise
10 . . . . A Growing Sense of Urgency
11 . . . . Suggested Tactics for Making RCS Happen
1 . . . . From Irrelevant Incumbent to Relevant Challenger
1
12 . . . . Address Your Subscribers – Not Theirs
12 . . . . New RCS Services for a Well Developed User Base
12 . . . . Segment and Conquer
13 . . . . Erroneous Tactics Resulting from Non-Relevant Paradigm: RCSe
15 . . . . Comverse Digital and Value Added Services
16 . . . . Wrap Up
4. Introduction
IP communication services have profoundly changed the
way we communicate, collaborate, share experiences
and lead our daily lives. They define groundbreaking
user experiences and deliver communication services
to a multitude of devices: tablets, smartphones, laptops,
PCs and TVs – effectively usurping the phone’s status
as the central means of communication.
Key telecom service concepts such as long distance
and roaming charges are losing their relevance in an
IP world. When compared to traditional telephony
(Time Division Multiplexing – TDM), the flexibility and
low capacity costs of IP enable communication service
providers (CSPs) to reduce their operational costs. This
higher value / lower costs equation leads to a simple
conclusion: a decline of TDM-based communication
services and an inevitable shift to IP communication
services.
On a network level, CSPs have yielded to the consumer
demand for greater bandwidth and capacity by
transforming their networks to all-IP, further strengthening
the momentum towards IP communication. However,
on the services side, they lag far behind Internet players.
In 2007, the GSMA published the Rich Communication
Suite (RCS) specification, which clearly defined a
modern framework for IP communication services
(Services Platform) and detailed the optimal suite of
rich, interoperable, IP communication services that
should ultimately be delivered by any modern CSP. The
hope of the initiative was that RCS would be developed,
deployed and adopted alongside the advancement in
IP networks and access services.
4
15 Making RCS Happen
However, the hope has not been realized, and the delay
in the development of services created a substantial
gap in which Internet-based communication players
have developed, grown and staked their claim in the IP
communication domain. The result is that CSPs are not
perceived as IP communication service providers. If this
perception remains, CSPs will inevitably be reduced to
the role of mere network CSPs.
The RCS initiative aims at bringing IP communication
services to a state-of-the-art level of maturity where their
usage would be straightforward and their reach would
be ubiquitous. In an expression coined by GSMA, RCS
is about IP communication services that are “just there,
just work”. This creates a very high value proposition
that can be only realized by the telecom industry. The
key strength and enabler of this value proposition is
the ecosystem of CSPs, device manufacturers, system
vendors and users joining forces and working together
to realize this promise.
However, the late entry of CSPs into the IP
communication market turns this key strength into a key
weakness, as it will take at least two years for the RCS
ecosystem to come to fruition. Until that happens, RCS
services face a significant challenge in trying to stand
out in a market congested with free, innovative, popular,
Internet-based IP communication services. Without
significant uptake, the ecosystem cannot be realized
and RCS will remain a “too little too late” failed attempt
of the telecom industry.
The key challenge in making RCS happen is not a
technical challenge but rather a marketing challenge.
That is the focus of this whitepaper.
5. Background
Network Transformation
Towards the IP Era
Telecom network CSPs are undergoing a major shift
from a telephony (Circuit Switch – TDM) network
to a computer (Packet Switch – IP) network. This
transformation is due to a clear and ongoing trend:
increased data traffic, with a need for high bandwidth for
more and more users. Networks are finding it tough to
keep up with this rapidly evolving traffic and the demands
of customers for new services and applications. In order
to deliver this traffic correctly, the transport infrastructure
will continue to evolve. IP is seen as the way forward
and the need for all-IP networks has never been greater.
The IP communication experience is not new to
consumers. Early adopters and the young generation
are already utilizing IP-enabled rich communication
services provided by Internet players who evolved IP
rich communication from its bleeding edge phase in
the late 1990s to mid-2000s, to its current leading
edge phase.
Soon all CSPs around the globe, fixed and mobile,
will be managing such interconnected, carrier-class
computer networks. Towards this end, CSPs are investing
unprecedented capital, and are undergoing significant
organizational and operational transformation.
A native IP network has very little in common with a
legacy TDM network. The new IP network implements
a fundamentally different networking philosophy that
changes network operation from the ground up and, as
a result, requires a whole different skill set from network
planners, managers and service designers. The IP
network also introduces much higher capacity and QoS
flexibility, enabling a far richer set of communication
services. When it comes to communication services,
instead of connecting the CSP’s services garden to its
subscribers’ phones, the new IP network interconnects
between the CSP’s garden, the Internet’s open garden
and every IP-enabled consumer device – smartphones,
tablets, PCs, TV, etc. It does not, however, connect
phones per-se. That is, every communication service,
even the basic voice service, requires a software
implemented client on the user’s device.
Technology Lifecycle
With the shift to IP networks, CSPs are now set to further
evolve IP communications services to a state-of-the-art
phase.
Making RCS Happen 51
5
6. What is RCS?
The high capacity, flexibility and agility of IP networks
enable new, media-enhanced communication services
plus significant enrichment of existing services. Hence,
with the evolution to an IP network, there is an obvious
need to rethink core services.
With telephony networks, CSPs had one core service
– voice – along with a minimal set of value-added
messaging services. The questions now are how CSPs
should migrate their existing services to IP and what new
services they should offer. In other words, what new
base set of services should customers expect to get from
CSPs in the IP era? The GSMA’s Rich Communication
Suite (RCS) initiative answers this question.
RCS specifications clearly define a modern framework
for communication services (Services Platform) and
detail the optimal suite of rich, IP-based communication
services that should be offered on this modern platform
– see Highlights of RCS Specifications (page 7). RCS
specifies exactly what standards should be utilized for
each feature and service, and then goes the extra mile
to define the User to Network Interface (UNI) or basic
user experience (UX) that should be implemented for
these services. It thereby assures that these services will
be globally interoperable, automatically discoverable,
and that the UX will be straightforward and generally
uniform across all platforms, CSPs and continents.
Internet Service Alternatives
As mentioned above, none of the RCS services are
new to consumers today. Utilization of IP to deliver rich
communication experiences (IM, VoIP, video, social
communication) was started by Internet startups in the
late 90s, and was adopted and further developed by
the big Internet technology players (Microsoft, Google,
Apple, Facebook). These types of communication have
profoundly changed the way that people communicate,
share their everyday experiences and stay in touch.
As such, RCS services come to serve the customers’
well-developed needs and expectations of modern, IPbased, communication services.
RCS is set to deliver an experience beyond voice and SMS by
providing users with instant messaging or chat, live video sharing and
file transfer across any device, on any network, with anyone in their
mobile address book
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15 Making RCS Happen
7. Highlights of RCS Specifications
An RCS Service Platform Should Enable:
Capability/Service Discovery
RCS Services (Based on RCS 5.1)
Standalone Messaging
User A can determine what services are available before
Replacing and modernizing SMS and MMS, it adds group
initiating communication with User B (Capability Discovery).
messaging with reply to all, multi-device capability with no
limitations on size and type of message. Includes fallback to
Service Providers (SPs) can roll out new, agreed-upon
legacy SMS/MMS for users without RCS capability.
services based on their own deployment schedule or
One-to-One Chat
market requirements (Service Discovery).
User alias and notifications for Delivered, Displayed and Is
Auto Provisioning, Auto Client Configuration
Composing.
and Auto User Registration
Gives the user the impression that the new services work
out of the box; minimizes the operational impact on SPs.
End User Confirmation Request
Group Chat
Multiple party chat.
File Transfer
Allows the SP to inform the user about a certain situation by
Exchange content (files) during a call or in a standalone
opening an information dialog box and asking the user to
manner.
confirm or decline the proposed request.
Content Sharing
Multi-Device Support
Share videos and pictures in near real-time during a call or
A user can interact with a service via any connected device
in a standalone manner.
that is technically capable of initiating or terminating the
service – e.g., mobile phone, tablet, PC, TV. When the
Social Presence Information
recipient accepts or rejects a call from any of the devices,
Share availability, portrait icon, status text, links, and user
the other devices will stop alerting.
location & time zone with selected contacts.
Geolocation Services
Security and Privacy
Mechanisms
to
ensure
user authentication,
secure
user communications and enable users to control the
Push or pull location information and optional descriptive
text to or from another RCS subscriber.
information they share.
IP Voice Call
Personal Network Blacklists
User may block undesired communication, messages and
IP Video Call
media.
Network Store
Enables service synchronization between multiple devices
and optional auto-archiving of communication history.
For the latest RCS specification go to the GSMA website: www.gsma.com/rcs/specification-update
Making RCS Happen 51
7
8. The Promise of RCS
CSPs who facilitate a large eco-system of CSPs,
network equipment vendors, device manufacturers
and third-party developers. This places these services
at the core of the communication service package
and enables seamless, system-wide integration of
the client and user interface into operating systems
of IP-enabled devices (mobile devices, PCs and TVs).
Consequently, subscribers can initiate any service via
a very simple, straightforward interface on any device,
without wondering if the other party can receive such
communication.
Just There, Just Works
Internet players enable a vast selection of innovative
rich communication services with admirable user
experiences. However, these independent service
providers are creating silos of users and services that
will never interconnect. Furthermore, registration and
usage of these Internet services requires the user to
have a relatively high level of technology awareness.
The vision of the RCS initiative is to create such services
that work out of the box with carrier grade quality. Or as
the GSMA puts it, these services should be just there,
just work for every subscriber on every device.
This will define IP communication as a state-of-the-art
technology.
What sets the RCS initiative apart from the herd of
Internet services is that it is driven by global telecom
8
15 Making RCS Happen
The Real Deal
The key value proposition for consumers to have these
services just there just work is that this set of services
will then become a platform for innovative third-party
applications. That is, a third-party application, game, TV
program, CRM system, commercial website, etc., will be
able to utilize these services trusting that they are just
there, just work.
This has endless potential for enriching our lives.
The synergy between services such as chat, video
streaming, file transfer and geo-location that “just work”,
and vertical applications for mobile health, customer
support, parental control, enterprise applications, etc.,
is limited only by the imagination. Such a realization
requires a cross-platform, standardized set of base
services, available out of the box, with a globally unified
UX. No silo Internet service can offer this value.
9. The Challenge
A Paradigm Shift Is Required
The telecom industry refers to the existing IP
communication service providers as Over the Top (OTT)
services and some refer to the RCS services as tools to
fight the OTTs. This paradigm implies that CSPs are the
incumbents whose walled garden was recently broken
into by niche service providers providing services over
their head and cannibalizing their revenues.
This is a flawed perception that ignores market
dynamics. It may cause a misunderstanding of the
marketing challenge of making RCS happen – and, as a
result, contribute to the failure to do so.
For more than a century, CSPs have been operating
telephone networks connecting user phones to the
CSPs’ walled garden. For TDM telephony services, these
walls are still sealed.
In the late 90s, a new parallel IP communication
services market started to form, offering innovative
communication services that did not exist in the CSPs
sphere to date. Today, this market has established
incumbents – strong, innovative giants such as Google,
Facebook, Apple and Microsoft.
Due to the characteristics of IP communication services
(see text box), users perceive a strong distinction
between the CSP garden and the IP communication
garden – and may even favor a specific CSP service (e.g. ,
SMS) for certain needs and a similar IP communication
service (Facebook chat/Google Hangouts) for other
needs.
However, users don’t regard CSPs as providers of
IP communication services. Hence, as far as IP
communication goes, CSPs are the challengers
and Internet players are the incumbents. With
RCS, CSPs aspire to become the provider of choice
for IP communications – a market they currently hold
practically no share in.
Understanding and accepting this new paradigm is
crucial for crafting a winning strategy and effective
tactics to make RCS happen.
Key Differentiating Characteristics of IPBased Communication Services:
Available in parallel on any IP-enabled
device
Enriched and evolving user experience
True global communications irrespective
of distance or geographic issues (long
distance and roaming charges)
Less reliable than telecom service, but
more than good enough
The Challenging Interim
Phase in an EcosystemDependent Promise
The promised value of having rich communication
services that are just there, just work will be delivered
only once the entire telecom ecosystem – vendors,
CSPs, device manufacturers and subscribers – migrates
to the new platform. In the interim phase, prior to
having the ecosystem come to its RCS fruition, the
promise will remain distant and the new RCS services
will offer only limited value to users: limited reachability
and downloadable clients with limited UX will make it
hard for RCS services to gain traction. However, CSPs
cannot afford to wait for ecosystem readiness.
Making RCS Happen 51
9
10. A Growing Sense of Urgency
The RCS initiative kicked off in 2007. At that point in
time there was no (or practically no) Facebook, Twitter,
iPhone, Google Play Store, WhatsApp, Google Hangouts,
Viber, cloud services, etc. Looking back, it is hard to
believe that all these services and brands, that today
form the cornerstone of our digital life, are so new. But
that’s the development pace of the IP communication
market. Internet-based services proliferate, propagate
and improve at an unbelievable speed.
Had CSPs launched RCS services in 2008/9, the
marketing challenge would have been significantly
simpler. It is still possible to make RCS happen, but the
IP communications development clock is ticking. The
discrete communities formed by the different players
are merging: Apple introduced system-wide integration
with Facebook and Twitter in iOS and Mac OS, Microsoft
is merging the Messenger community with the Skype
community and making both of them native on the
Windows Mobile 8 OS. Google is pushing WebRTC,
an HTML 5 technology that aims to break down the
walls between all of the silo services and enable rich
communication directly between Internet browsers of
any IP device.
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15 Making RCS Happen
The speed with which things change in this IP world
places tremendous pressure on CSPs to enter the IP
market or risk losing their dominance as communication
service providers and be relegated to mere network
operators. To maintain their incumbent service provider
position, CSPs should strive to become the provider of
choice for IP communications.
The window of opportunity for CSPs to establish
themselves as the ultimate providers of choice in the
IP communication sphere is rapidly closing. The shortterm ramifications of not having the full RCS ecosystem
in place to unleash the promise of just there, just works
can be mitigated by a well thought out marketing plan
and effective tactics that will ensure high adoption rates
for the new services.
11. Suggested Tactics for
Making RCS Happen
Due to the network effect of communication services
(the value of a service for a user depends on the size
of the user base), the key milestone to making RCS
happen is to reach a critical mass of users. According to
the network effect theory, the critical mass point, where
enough individuals are using a communication service
in order to ensure self-sustained adoption, is estimated
to be around 15%-20% of market share. By definition,
this initial market share is of the Early Adopter user type.
(See illustration below).
popular services, the Early Majority can be correctly
defined as smartphone users who understand the
concept of downloading and using different applications
on their smartphones. While they may not be the first
to utilize new services, they would find value in utilizing
traditional voice and messaging services on their tablet
or PC, as well as utilizing them while roaming, knowing
that they will be charged local rates.
But first things first – the CSPs need to build a new,
state-of-the-art IP communication platform.
From Irrelevant Incumbent
to Relevant Challenger
The Diffusion of Innovation According to Rogers
As such, CSPs need to focus their value proposition on
the Early Adopters. Once they are on board, growth will
be self-sustained. However, these types of users are
already interconnected between themselves with various
Internet-based IP communication services providing the
same services as the “new” RCS services but with a
much larger user base. How then can CSPs lure the
Early Adopters to their new IP communication platform?
To answer that, we need to search for key CSP assets
that can be leveraged to enter this new market. The
answer lies in the existing CSP services.
By offering an IP version of the existing CSP services,
CSPs provide relevant value not only to Early Adopters
but also to the Early Majority. Since these services are
not new and are in fact, existing, established and highly
The cornerstone for the delivery of IP communication
services is the IP service platform, whose role is to
streamline service introduction and realize the unique
service characteristics enabled in an IP platform (see
Table 1). The RCS Framework specification (described
in Highlights of RCS Specifications, page 7) describes
the essential requirements of an IP communication
services platform. However, the RCS specification does
not address one key characteristic of IP – its inherent
openness to the Internet. By enhancing the RCS
platform with Open API and Internet Services Gateway,
CSPs can augment the value for their customers
through interaction with Internet services, integration
with webpages through WebRTC and the introduction
of high-value third-party applications that utilize the CSP
communication services, thereby increasing the value
offered by the new platform.
CSPs need to step into the ring and become relevant
challengers.
Making RCS Happen 51
11
12. Address Your Subscribers –
Not Theirs
New RCS Services for a Well
Developed User Base
As mentioned above, the first services offered on the
new platform should be the existing CSP services: voice,
SMS, MMS and voicemail. These services are the key
assets of the CSP as they are heavily used and are still
generally attributed to CSPs. By offering these services
on the new service platform, the CSP approaches its
own customers – not the Internet players’ customers.
Once the value for early adopters is maximized, CSPs
can introduce new rich services. Early adopters are
familiar with these types of services and utilize them
highly. The goal should be to become the provider of
choice for these rich services. The CSP can leverage its
key assets by enabling interaction between all services
– existing, new and Internet services.
Early Adopters and the Early Majority will find value in
the enriched user experience of using these popular
services on their tablet, PC or TV, communicating
globally without incurring long distance or roaming
charges, and in the interaction of these services with
Web services such as messaging interactively with
Facebook, calling by clicking on a phone number on a
webpage, etc. In fact, these services would be the only
IP communication services on earth that have 100%
reach for any layman user. By providing real value to the
initial users, CSPs are more likely to build their critical
mass of users faster.
Segment and Conquer
Another key reason for introducing the existing services
first is to break the perceptual fences between IP
communication services and traditional CSP services
and, as such, to position the CSP not only as a relevant
IP communication provider, but as an established one.
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15 Making RCS Happen
To realize the power of just there, just works IP
communication services, CSPs should strive for quick
utilization of RCS services by vertical applications that
will provide high value for specific segments: enterprise
applications, mobile health, parental control, education,
etc. A popular TV show that utilized these services as
input for voting, content creation, etc. would greatly
assist in positioning these services as the de-facto IP
communication services.
13. Erroneous Tactics Resulting
from Non-Relevant
Paradigm: RCS-e
Five years after the publication of the first RCS
specification and upon witnessing the fast propagation
of OTT IP communication services, the big 5 European
CSPs* decided to initiate RCS by launching RCS-e, a
cut-down version of RCS aimed at simplifying the
introduction of services and providing faster time-tomarket. RCS-e focuses on a set of new communication
services: namely chat, file transfer and video share,
and completely ignores existing CSP services. The first
implementations of RCS-e were launched during the
second half of 2012.
The problem is that while the long-term promise
of RCS is to be just there just works, the current
implementation of RCS requires downloading a client,
offering no competitive edge over existing OTT services,
as it not only impairs the user experience but it also
limits the service reachability.
Let’s look at it from the perspective of an Early Adopter
who is considering downloading and installing the
RCS-e client on his mobile device. Given that he is
already using the top OTT rich communication services,
what new services are enabled by RCS-e? Will RCS-e
improve the UX of the OTT services he is already using?
Will it extend the reach of existing services? The answer
is a resounding “no”.
By overlooking the need to create a value proposition
for Early Adopters to encourage service uptake, CSPs
are unable to hit the critical mass point and the services
are not taking off.
Ignoring the existing services, the key asset of the CSPs,
RCS-e has reinforced the perception that CSPs are the
incumbents and Internet players are the challengers
and as such, assumed that by offering services similar
to OTT services, IP communication users will be inclined
to use their services.
* Orange™, Vodafone, Telefónica, Telecom Italia™ and
Deutsche Telekom.
Already using top OTT rich communication services, Early Adopters are not seeing the value in RCS-e
Making RCS Happen 51
13
14. The Shift to IP Services and the Resulting Requirements of an IP Service Platform - Table 1
TDM-Era Network
IP-Era Network
Implication
Resulting Requirements from a
Modern Service Platform
Connecting
subscriber phones to
the CSP network
Interconnecting between
IP-enabled devices
(phones, computers,
tablets, TVs), the CSP
network and the Internet
cloud
Any service should
be enabled on
every connected
device capable of
terminating/initiating
the service
Multi-device service capability,
including central network store For
synchronization between all devices
Requires a client and
configuration of each
UE device
Mechanisms to enable out-of-thebox user experience and streamline
service ignition
Every IP service
provider on the planet
may offer services to
the subscriber
The platform should enable the
CSP to tap the creativity of the WW
community of developers (Open
API), and leverage existing 3rd party
services (Internet Services Gateway)
Consists of many
vendors’ proprietary
technologies
Implementation
of services should
adhere to standards
whenever possible
The platform should conform to the
generally accepted standards in the
industry i.e., RCS
Circuit Switch
based (high cost
for capacity, zero
flexibility in QoS)
14
Based solely on open
standards, driven by
global interops
Packet Switch based
(low costs per capacity,
ultimate flexibility in
QoS)
All services planned
for the long term
should eventually
be natively packet
switched
The platform should support a native
IP version of existing services
15 Making RCS Happen
15. Comverse
Digital and Value
Added Services
Become an integral part of subscribers’
digital lifestyle with Comverse Digital
and Value-Added Services offering
Safeguard profits from existing services
Introduce new (RCS) communication services
Turn social networks into an opportunity
Evolving traditional services to IP to
safeguard profits and build a critical
mass of users for new IP services
Comverse dVAS prevents the erosion of traditional voice
and messaging communication services by enabling
them on any Internet-connected device, with a rich user
experience. Comverse dVAS interworks with existing
legacy services to create IP communication services
with 100% reach, using the subscriber’s existing phone
number. This enables CSPs to rapidly build a critical
mass of users for new IP-based offerings, an essential
step towards evolving to the digital era. Moreover, by
providing enhanced voice and messaging services over
IP, Comverse dVAS empowers CSPs to become an
integral part of subscriber digital lifestyles, positioning
them as progressive digital service players.
Delivering the promise of RCS to remain
relevant as a communications service
provider in the digital era
in addition to visual voicemail connectivity, archiving
and social network communications. Comverse
RCS+ also enables the decommissioning of legacy
delivery engines, by converging SMSC/MMSC/VMS
functionalities. Comverse RCS+ services are supported
on any Internet-connected device, across operating
systems and networks.
Harvesting social information to
sharpen retail and marketing power
Comverse Share™ works in concert with Comverse
dVAS and RCS+ and provides insight into the digital
lifestyle of subscribers. Comverse Share™ enables
CSPs to cost-effectively utilize social networks and gain
insight into the digital lifestyle of their subscribers from
social networks, by leveraging their new IP presence on
subscribers’ devices. Comverse Share™ provides access
to communication services alongside self-service
options, attracting heavy users of social networks while
facilitating the adoption of new services such as RCS.
This enables CSPs to increase retail and marketing
power while effectively enhancing the overall customer
experience.
Providing the architecture essential
for CSP success
Comverse Digital and Value Added Services offering
utilizes Comverse’s scalable, telco-grade ICS
Foundation, which is designed for IMS environments
and includes OAM&P tools, alongside centralized
H-Base multi-content storage and WebRTC support
through open API. The new offering fully complies with
RCS/VoLTE specifications to deliver full network/device
interoperability and enable multi-device services.
Moreover, it can be fully virtualized and enabled as a
service, facilitating increased agility and profitability.
Comverse RCS+ enhances the communication service
package by extending it with the full range of RCS 5.1
services (standalone messaging, one-to-one chat,
group chat, file transfer, content sharing, social presence
information, geolocation and IP voice and video calls),
Making RCS Happen 51
15
16. Wrap Up
In summary, the shift from TDM services to IP
communication services is inevitable. However, to date,
CSPs have practically no market share as providers of IP
communication services. This market is dominated by
Internet giants who provide free, innovative, global IP
communication services.
The RCS initiative defines the ultimate set of services
CSPs should provide on their new IP network. However,
due to the late entry into the IP communication services
market, the key challenge of making RCS happen is a
marketing challenge. CSPs should realize that in the
IP communication market they are the challengers,
while the Internet players are the incumbent service
providers.
To make their new IP communication services stand
out, CSPs should leverage their traditional voice and
messaging services. By introducing IP versions of these
services, with a fallback to their TDM equivalent, CSPs
can create a significant value proposition for initial
users of the new platform and position themselves
as established IP communication service providers.
This would assist CSPs in gaining a strong initial user
base for their new IP services platform, providing
enough value from the new RCS services to make the
continued adoption self-sustained – and in this way,
making RCS happen.
Comverse has created their Digital and Value Added
Services offering based on the above strategy and
accompanying tactics. This offering provides CSPs with
the optimal tools to evolve their services to IP and
become the provider of choice for next-generation IP
communications.
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15 Making RCS Happen