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Integration of Rich
Communication Services
Sebastian Schumann
Slovak Telekom
7. November 2012. Berlin, Germany
Slovak Telekom, a.s.
§  Slovak Telekom Group is the telecommunication market leader in Slovakia
§  T-Com, T-Mobile (merger in 2010), Zoznam, Posam
§  We provide fixed network services, mobile communications, Internet access + content,
data services, CPE, ICT services (data center + cloud), radio and TV broadcasting
as well as commercial call center services
§  The major shareholder is Deutsche Telekom AG, one of the largest telecommunications
operators worldwide
§  Successful deployments in SEE as well as in DT group
§  One of the biggest national-wide deployment of NGN technology in Europe in 2004,
whole city migrated to all-IP NGN in 2007
§  Fixed network IMS migration started in 2011 (class 5 replacement)
§  Leader in IPTV (since 2006) and providing also hybrid sat TV (since 2009)
§  Extensive FTTx deployments (370.000 households)
§  First Flash-OFDM deployment for mobile data in 2005
Scope
§  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
Textbox Headline
§  What are rich communication services in scope of this presentation?
§  How can integration help to improve the perception of the “uncool” Telco? Can it?
§  Where do I see price tags to be placed in future network architectures?
Share my vision how and where “former Telco’s” can gain some ground
in the ever-changing service landscape
Ideas from an operator for other operators.
Our environment changes!
Calling from the fixed phone.
§  (Younger) people barely use fixed phones anymore.
§  Telephone use per se is going done, however, only
legacy telephony use!
§  People talk even more, but through different channels
§  Mobile phone
§  Skype
§  Viber, Facetime
§  Still used in the corporate environment, but for how
long?
§  Mobile phone
§  Lync
§  The demand for talking to a distant person remains,
but is satisfied differently.
Image: http://www.dailymail.co.uk/news/article-2047625/Half-people-30-admit-using-home-phone.html
Our environment changes!
Family/friends in front of the TV
Image: http://theotherjournal.com/filmwell/2009/10/28/made-for-tv-filmwells-resident-telephobe-launches-new-series/
§  Households have
multiple TV
§  “TV” is not watched
on the TV anymore
(shift to iPads etc.)
§  People are not
gathering in one
location anymore
§  The demand for
watching movies,
even “together”,
remains, but is
satisfied differently.
Our environment changes!
Choice of television program
§  In the past, people had printed TV
guides (and even paid for it)
§  Set of channels
§  Movie information
§  Rating
§  EPG is a first step forward, but
demand still not satisfied
§  Several ratings, discussion, link
to actors’ other movies, etc.
§  Differing per TV vendor,
per program supplier
§  The demand to know what
currently runs remains, but is
satisfied differently.
Image: http://vintagedisneylandtickets.blogspot.com/2008/11/disneyland-album-tv-guide-january-1955_14.html, http://telekom.sk
Our environment changes!
TV watching behavior
§  People used to meet in front of TV
at a certain time
§  Evenings where scheduled acc. TV
program
§  If people were not able to watch
something, it had been explicitly
recorded
§  People still watch content they
want, but differently
§  On the place of their choice
§  At the time of their choice
Image: http://www.netflix.com. http://videoload.de, http://telekom.sk
Why is there so much about TV?
§  Slovak Telekom launched TV apps and OTT TV a while ago
§  Television from Slovak Telekom marketed under the brand name “Magio”
§  Magio IPTV & SAT apps on ST’s own web based framework with non NGN IPTV -
including Hybrid TV interactive applications
§  Facebook
§  Video portal free.sk, sports app
§  Magio Go includes device- and access-independent access to many local channels
§  Web access
§  Mobile web access
§  Mobile app access
§  Includes access to control the set-top-box at home (e.g. for recordings)
ST Magio Go – Operator OTT for multiscreen
§  OTT multiscreen service over any network
§  PC, mobile, iPhone
§  Profile detected based on IP access network
§  Additional service to Magio TV
§  10 live TV channels
§  HLS adaptive streaming
§  PC browser, Android, iOS
§  Limited to Slovakia
§  (GeoIP)
Images: http://www.magio.tv
Benefits of TV OTT
§  Customer has access to content he pays for – independently of the current location
§  Ideally also to TV archive/recordings
§  Extend reach of customers – IPTV not limited anymore to own access infrastructure
§  The inclusion of delivering TV off-net means also finding ways to deal with others
delivering TV on-net
§  Reduce amount of set top boxes (one of the most important cost factors for IPTV)
§  Local operators can use the local presence and country as specific advantages
§  Local content
§  Language
How can we apply our experience to communications – the current core business?
Think user centric and redefine our terms
§  It is not telephony anymore, voice is only one of the communications means
§  It is not text messaging between phones anymore, it is multi-device on multi-net
multimedia messaging
§  Decoupling of network and service is now technically possible – since it is all IP
§  Service is accessible no matter how the user is connected
§  “Just add voice” to own apps is now an option
§  We started well off with taking TV to an OTT level, it has to continue with voice/messaging
§  Customer should not be limited by access or device to access operator services
§  Why can I not send SMS from my WiFi iPad?
§  Why can I not do phone calls incl. in my mobile phone bundle using my PC?
§  …
§  All of this could generate revenues for the service operator!
Is RCS-e/joyn the way to go?
§  Maybe.
§  joyn as “chat for mobile phones” is – in fact – most likely not going to convince alone
§  Messages have different values and are exchanged differently than legacy SMS
§  Picture sharing is not done during a call but using Instagram
§  RCS-e as a platform may enable interesting use cases, if the concept is done right
§  Provide interfaces to extend basic service offers seamlessly
§  Messaging on the TV, interop with SMS, carrier billing
§  Phonebook, messaging integration on IPTV missing – why?
§  Presence ( ) is nothing scary anymore for the users, but not delivered – why?
§  Commonplace in communications applications, web sites, mobile phones for years
§  many applications can be enhanced with communications,
joyn as platform/enabler is not a bad idea as such, but it is not the new SMS!
Ideas
IPTV – a disregarded communications opportunity
§  Seamless integration of IPTV services with regard to communications offer
§  Phonebook integration
§  Call initiation
§  CLIP on TV
§  Recommend via joyn
§  Use benefit of not requiring particular TV (not “smart”, not new, not connected) but offer
this “smart” experience through set-top-box (“valuable” end device)
§  Make first integration experience of joyn communications enabler platform locally,
to offer its capability later on to third parties
§  Example
§  Magio integration with Facebook
§  Telekom Deutschland Entertain integrations
§  Mediencenter, Shair
IPTV – a disregarded communications opportunity ctd.
Sean Connery
Roger Moore
Pierce Brosnan
Daniel Craig
Phonebook
PSTN
IMS
TelekomCloud
Refurbishing Telco services for today’s world
§  New “former legacy” telecommunications services are currently just build acc. the
previous requirements
§  When “rebuilding the PSTN”, Telco’s should at least “mash up services” using web
services or consider integration with today’s services
§  Voicemail extension
§  Speech to text, SMS to mail
§  WAV file delivery via mail, web front-end
§  Call Forwarding or Do Not Disturb based on calendar information
§  Conferencing enhancement with web portal, mail invite, secure data store etc.
§  Televoting integration to IPTV
Refurbishing Telco services for today’s world ctd.
Televoting
PSTN
Full service experience packaged by Telekom
§  All services that are now only integrated using “bundled sales” can be fully integrated
to offer device independent experience
§  Fixed/mobile converged communications
§  TV communications central
§  PC + tablet extension
§  Example
§  1st step: Hometalk – use the “fixed line” on the mobile phone
§  Future possibilities
§  Provide convergence network-wise w/o separate app
§  Use “mobile services”, e.g. MyPhonebook, through TV at the “fixed line” or on WiFi
§  Permit seamless access to commodities like voice, messaging
through non-classical access/devices (e.g. tablet on WiFi, PC)
What else can we do?
§  Permit integration as features in third party products using APIs
§  Do not only start integrating capabilities provided by Internet services, but also offer
own capabilities to be integrated
§  Sample:
§  Elaborate new possibilities that may bring
§  Support break-out to PSTN
§  Add joyn communications features – enabled by the platform, not a particular client.
§  Offer simple APIs to integrate what is missing on the app side
§  Stop thinking in legacy patters, evolve communications + services.
§  Don’t try to be “like OTT” without benefits users know from their proposition!
The IMS and RCS does not change anything per se
§  Migration of legacy platforms is currently mainly cost driven
§  IMS is seen as the best alternative at the moment – following the legacy view of telephony!
§  What can Telco’s do once they have IMS or RCS infrastructure (for whatever reason)
§  Wrong: Look at what we can do with it. Create need or technical motivation.
§  joyn???
§  Right: Check what we need! And what our customers need.
à Look how the IMS and transitioned Telco infrastructure can help.
§  Optimize processes and infrastructure
§  Find new business models
§  Consider the web (also with regard to payment options, feature activation, etc.)
§  Integrate, but offer also means to be integrated (messaging, voice)
Technology driven services and features are wrong!
Summary
§  Motivation to rather act now than wait for the perfect standard
§  Utilize existing infrastructure
§  Integrate on the back-end/blend services
§  Development should happen for the future (with legacy support) and NOT to keep legacy
logic and integrate it somehow with future systems
§  Northbound integration of IMS service layer should not be an option, but a must!
§  … and should be done with Web 2.0 technologies/protocols
§  The Web 2.0 is user centric and open to be extended with 3rd party applications
– the Telco 2.0 should follow this approach
§  Integration on back-end (e.g. with IPTV, IMS services) is cheap and helps transition of the
customer feeling of “Telco as single home communications provider”
§  Not only keep QoS on IP (“assure it’s not worse”) but increase QoE (“make it better”)
§  Integration is important (internally as well as opening for external access)
Thank you.
Sebastian Schumann
Senior Designer
Slovak Telekom, a.s.
Sebastian.Schumann@telekom.sk
+421 903 419 345
@s_schumann
sschumann
References
§  http://newsroom.sprint.com/news/sprint-offers-personalized-names-as-alternatives-to-phone-numbers.htm
§  Thanks to Juraj Matejka, Eugen Mikoczy, and Tomas Sustr for contributing to preparing this presentation!

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Integration of Rich Communication Services

  • 1. Integration of Rich Communication Services Sebastian Schumann Slovak Telekom 7. November 2012. Berlin, Germany
  • 2. Slovak Telekom, a.s. §  Slovak Telekom Group is the telecommunication market leader in Slovakia §  T-Com, T-Mobile (merger in 2010), Zoznam, Posam §  We provide fixed network services, mobile communications, Internet access + content, data services, CPE, ICT services (data center + cloud), radio and TV broadcasting as well as commercial call center services §  The major shareholder is Deutsche Telekom AG, one of the largest telecommunications operators worldwide §  Successful deployments in SEE as well as in DT group §  One of the biggest national-wide deployment of NGN technology in Europe in 2004, whole city migrated to all-IP NGN in 2007 §  Fixed network IMS migration started in 2011 (class 5 replacement) §  Leader in IPTV (since 2006) and providing also hybrid sat TV (since 2009) §  Extensive FTTx deployments (370.000 households) §  First Flash-OFDM deployment for mobile data in 2005
  • 3. Scope §  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 Textbox Headline §  What are rich communication services in scope of this presentation? §  How can integration help to improve the perception of the “uncool” Telco? Can it? §  Where do I see price tags to be placed in future network architectures? Share my vision how and where “former Telco’s” can gain some ground in the ever-changing service landscape Ideas from an operator for other operators.
  • 4. Our environment changes! Calling from the fixed phone. §  (Younger) people barely use fixed phones anymore. §  Telephone use per se is going done, however, only legacy telephony use! §  People talk even more, but through different channels §  Mobile phone §  Skype §  Viber, Facetime §  Still used in the corporate environment, but for how long? §  Mobile phone §  Lync §  The demand for talking to a distant person remains, but is satisfied differently. Image: http://www.dailymail.co.uk/news/article-2047625/Half-people-30-admit-using-home-phone.html
  • 5. Our environment changes! Family/friends in front of the TV Image: http://theotherjournal.com/filmwell/2009/10/28/made-for-tv-filmwells-resident-telephobe-launches-new-series/ §  Households have multiple TV §  “TV” is not watched on the TV anymore (shift to iPads etc.) §  People are not gathering in one location anymore §  The demand for watching movies, even “together”, remains, but is satisfied differently.
  • 6. Our environment changes! Choice of television program §  In the past, people had printed TV guides (and even paid for it) §  Set of channels §  Movie information §  Rating §  EPG is a first step forward, but demand still not satisfied §  Several ratings, discussion, link to actors’ other movies, etc. §  Differing per TV vendor, per program supplier §  The demand to know what currently runs remains, but is satisfied differently. Image: http://vintagedisneylandtickets.blogspot.com/2008/11/disneyland-album-tv-guide-january-1955_14.html, http://telekom.sk
  • 7. Our environment changes! TV watching behavior §  People used to meet in front of TV at a certain time §  Evenings where scheduled acc. TV program §  If people were not able to watch something, it had been explicitly recorded §  People still watch content they want, but differently §  On the place of their choice §  At the time of their choice Image: http://www.netflix.com. http://videoload.de, http://telekom.sk
  • 8. Why is there so much about TV? §  Slovak Telekom launched TV apps and OTT TV a while ago §  Television from Slovak Telekom marketed under the brand name “Magio” §  Magio IPTV & SAT apps on ST’s own web based framework with non NGN IPTV - including Hybrid TV interactive applications §  Facebook §  Video portal free.sk, sports app §  Magio Go includes device- and access-independent access to many local channels §  Web access §  Mobile web access §  Mobile app access §  Includes access to control the set-top-box at home (e.g. for recordings)
  • 9. ST Magio Go – Operator OTT for multiscreen §  OTT multiscreen service over any network §  PC, mobile, iPhone §  Profile detected based on IP access network §  Additional service to Magio TV §  10 live TV channels §  HLS adaptive streaming §  PC browser, Android, iOS §  Limited to Slovakia §  (GeoIP) Images: http://www.magio.tv
  • 10. Benefits of TV OTT §  Customer has access to content he pays for – independently of the current location §  Ideally also to TV archive/recordings §  Extend reach of customers – IPTV not limited anymore to own access infrastructure §  The inclusion of delivering TV off-net means also finding ways to deal with others delivering TV on-net §  Reduce amount of set top boxes (one of the most important cost factors for IPTV) §  Local operators can use the local presence and country as specific advantages §  Local content §  Language How can we apply our experience to communications – the current core business?
  • 11. Think user centric and redefine our terms §  It is not telephony anymore, voice is only one of the communications means §  It is not text messaging between phones anymore, it is multi-device on multi-net multimedia messaging §  Decoupling of network and service is now technically possible – since it is all IP §  Service is accessible no matter how the user is connected §  “Just add voice” to own apps is now an option §  We started well off with taking TV to an OTT level, it has to continue with voice/messaging §  Customer should not be limited by access or device to access operator services §  Why can I not send SMS from my WiFi iPad? §  Why can I not do phone calls incl. in my mobile phone bundle using my PC? §  … §  All of this could generate revenues for the service operator!
  • 12. Is RCS-e/joyn the way to go? §  Maybe. §  joyn as “chat for mobile phones” is – in fact – most likely not going to convince alone §  Messages have different values and are exchanged differently than legacy SMS §  Picture sharing is not done during a call but using Instagram §  RCS-e as a platform may enable interesting use cases, if the concept is done right §  Provide interfaces to extend basic service offers seamlessly §  Messaging on the TV, interop with SMS, carrier billing §  Phonebook, messaging integration on IPTV missing – why? §  Presence ( ) is nothing scary anymore for the users, but not delivered – why? §  Commonplace in communications applications, web sites, mobile phones for years §  many applications can be enhanced with communications, joyn as platform/enabler is not a bad idea as such, but it is not the new SMS!
  • 13. Ideas
  • 14. IPTV – a disregarded communications opportunity §  Seamless integration of IPTV services with regard to communications offer §  Phonebook integration §  Call initiation §  CLIP on TV §  Recommend via joyn §  Use benefit of not requiring particular TV (not “smart”, not new, not connected) but offer this “smart” experience through set-top-box (“valuable” end device) §  Make first integration experience of joyn communications enabler platform locally, to offer its capability later on to third parties §  Example §  Magio integration with Facebook §  Telekom Deutschland Entertain integrations §  Mediencenter, Shair
  • 15. IPTV – a disregarded communications opportunity ctd. Sean Connery Roger Moore Pierce Brosnan Daniel Craig Phonebook PSTN IMS TelekomCloud
  • 16. Refurbishing Telco services for today’s world §  New “former legacy” telecommunications services are currently just build acc. the previous requirements §  When “rebuilding the PSTN”, Telco’s should at least “mash up services” using web services or consider integration with today’s services §  Voicemail extension §  Speech to text, SMS to mail §  WAV file delivery via mail, web front-end §  Call Forwarding or Do Not Disturb based on calendar information §  Conferencing enhancement with web portal, mail invite, secure data store etc. §  Televoting integration to IPTV
  • 17. Refurbishing Telco services for today’s world ctd. Televoting PSTN
  • 18. Full service experience packaged by Telekom §  All services that are now only integrated using “bundled sales” can be fully integrated to offer device independent experience §  Fixed/mobile converged communications §  TV communications central §  PC + tablet extension §  Example §  1st step: Hometalk – use the “fixed line” on the mobile phone §  Future possibilities §  Provide convergence network-wise w/o separate app §  Use “mobile services”, e.g. MyPhonebook, through TV at the “fixed line” or on WiFi §  Permit seamless access to commodities like voice, messaging through non-classical access/devices (e.g. tablet on WiFi, PC)
  • 19. What else can we do? §  Permit integration as features in third party products using APIs §  Do not only start integrating capabilities provided by Internet services, but also offer own capabilities to be integrated §  Sample: §  Elaborate new possibilities that may bring §  Support break-out to PSTN §  Add joyn communications features – enabled by the platform, not a particular client. §  Offer simple APIs to integrate what is missing on the app side §  Stop thinking in legacy patters, evolve communications + services. §  Don’t try to be “like OTT” without benefits users know from their proposition!
  • 20. The IMS and RCS does not change anything per se §  Migration of legacy platforms is currently mainly cost driven §  IMS is seen as the best alternative at the moment – following the legacy view of telephony! §  What can Telco’s do once they have IMS or RCS infrastructure (for whatever reason) §  Wrong: Look at what we can do with it. Create need or technical motivation. §  joyn??? §  Right: Check what we need! And what our customers need. à Look how the IMS and transitioned Telco infrastructure can help. §  Optimize processes and infrastructure §  Find new business models §  Consider the web (also with regard to payment options, feature activation, etc.) §  Integrate, but offer also means to be integrated (messaging, voice) Technology driven services and features are wrong!
  • 21. Summary §  Motivation to rather act now than wait for the perfect standard §  Utilize existing infrastructure §  Integrate on the back-end/blend services §  Development should happen for the future (with legacy support) and NOT to keep legacy logic and integrate it somehow with future systems §  Northbound integration of IMS service layer should not be an option, but a must! §  … and should be done with Web 2.0 technologies/protocols §  The Web 2.0 is user centric and open to be extended with 3rd party applications – the Telco 2.0 should follow this approach §  Integration on back-end (e.g. with IPTV, IMS services) is cheap and helps transition of the customer feeling of “Telco as single home communications provider” §  Not only keep QoS on IP (“assure it’s not worse”) but increase QoE (“make it better”) §  Integration is important (internally as well as opening for external access)
  • 22. Thank you. Sebastian Schumann Senior Designer Slovak Telekom, a.s. Sebastian.Schumann@telekom.sk +421 903 419 345 @s_schumann sschumann
  • 23. References §  http://newsroom.sprint.com/news/sprint-offers-personalized-names-as-alternatives-to-phone-numbers.htm §  Thanks to Juraj Matejka, Eugen Mikoczy, and Tomas Sustr for contributing to preparing this presentation!