The document discusses the NTT Group's strategies for building and visualizing telecom applications, highlighting their growth challenges and the transformation from service providers to value partners. It outlines various R&D technologies, frameworks for service modeling, and innovations like wearable health devices and cloud-based virtual offices. The summary emphasizes the need for collaboration and offers insights into the evolving telecom landscape as NTT aims to enhance customer engagement through service visualization.

1. Telecom Application Developers Summit
TELECO CASE STUDY:
Experiences in Building Telecom Applications
within the Telco
November 22, 2013
Naoki Uchida, PhD.
NTT Service innovation Labs.

2. Agenda
What we are
Telco’s Reality
Service Visualization in R&D
How we are creating new services ~ Frameworks
Service model
Work field Portfolio
Three type of purpose
Summary
Copyright©2013 NTT CORPORATION
1

3. NTT group
Operating revenues
# of employees
: 10.7 trillion yen (:=$107B)
: 227,000
(as of Mar 2013)
Fixed regional
communication
Holding company
•Group strategy
•R&D
R&D
Mobile
communication
LongLong-distance and
Int’l communication
Data com. & SI
830 consolidated subsidiaries
No.2 among Japanese companies
No.16 in the world
No.1 among global carriers,
No. 32 in all industries
2011, 2012
Aa2
Copyright©2013 NTT CORPORATION
2
2

4. NTT R&D
highExtremely high-density optical cable
world's highest-density outdoor optical fiber cable with a
smaller diameter and lighter weight.
Wearable Electrodes
Wearable electrodes have been fabricated by mounting a
conductive textile on a shirt. This simple approach facilitates the
continuous monitoring of heartbeats and serves as an
electrocardiogram.
11/1511/15-GHz Wireless Relay System
This system can restore IP relay networks easily and rapidly
if fiber optic are damaged due to a disaster or other incident.
GaNNobel process to release GaN-based devices
from substrates
A novel process to mechanically release GaN-based thin-film
devices from substrates and transfer them to foreign
substrates.
Copyright©2013 NTT CORPORATION
3

5. Agenda
What we are
Telco’s Reality
Service Visualization in R&D
How we are creating new services ~ Frameworks
Service model
Work field Portfolio
Three type of purpose
Summary
Copyright©2013 NTT CORPORATION
4

6. Regional Communication Business Status
[x10000]
6000
# of Telephone subscribers
4000
5000
3500
4000
3000
Telephone
3000
Prim. IPtel
2000
2500
Flet'sTV
2000
HikarTV
1500
1000
1000
500
0
[x10000]
IP-TV Service subscribers
[x1000]
0
06.3 07.3 08.3 09.3 10.3 11.3 12.3
12.6
12.9
12.12
13.3
13.6
Broadband Lines in Japan and NTT’s FTTH
2500
Revenue/Expenses
FY2013/1Q year-on-year
2000
73%
1500
[Bill.Yen]
CATV
FTTH
Revenue
LTE
Expenses
WiFi
500
60
40
FTTH（NTT)
1000
0
DSL
-56.3
20
0
20
22.7
-33.7
40
11.9
11.12
12.3
12.6
12.9
Copyright©2013 NTT CORPORATION
5

7. Mobile Business Status
160000000
# of subscribers
and share
OTT services
140000000
24%
120000000
100000000
80000000
60000000
40000000
20000000
0
16%
+1000000
+500000
07.9
08.9
au(KDDI)
1010500
SB Mobile
411200
09.9
10.9
11.9
6000
[Yen]
12.9
13.9
ARPU
Revenue/Expenses
5000
FY2013/1Q year-on-year
4000
[Bill.Yen]
3000
2000
0
-500000
-1500000
LTE Expansion
24,400 BS(2013.3)
=> 50,000(2014.3 planed)
Revenue
1000
0
-1000000
au(KDDI)
45%
MNP moving-in/out FY2012
+1500000
SB Mobile
docomo
56%
06.9
EMOBILE
28%
28%
47million DLs/Japan
docomo
▲1409500
Add.
Service
Data
Voice
40
20
41.3
0
FY2012
FY2013E
420
510
2690
1730
2720
1340
Expenses
20
21.4
62.7
40
60
Copyright©2013 NTT CORPORATION
6

8. From a "Provider" to a "Value Partner"
NTT announced the medium-term management strategy “towards next step” on last
November.
The “Value Partner” that customers continue to select
Value
“Linking a wide range of services, connecting users and services”
• Supporting business model transformation of our corporate customers
(B2B2C business model)
• Supporting the enriched lifestyles of our individual customers
• Pursuing growth by self-transformation
Goal
Enhancing Global Cloud Services as the cornerstone of NTT’s business operations
• Overseas sales > $20B(FY2016) ref. $12B(FY2012)
• >50% revenue of enterprise business(FY2016)
Comprehensively Strengthen Network Service Competitiveness
• Cost reduction of Fix/Mobile access operation > 400B yen from that of FY2011
(FY2014)
Copyright©2013 NTT CORPORATION
7

9. Global Presence
Office: 72 countries, Service area covers 160 countries
51,000 overseas employees (22%)
High quality Data Center(DC) operator: 24 DCs, 380,000m2 footprint (No.2 in the world).
3rd largest IP backbone operator
Applications
Solutions
NTT Group strengths
Apps
Advisory +
services
Managed
service
+ NW/ DC +
Services
Mobility
+
R&D
Managed ICT
Footprint in emerging /developed countries
Clients
Business model transformation
Accelerated investment
Organic
Enhancing
HR
Data Centers
M&A
R&D
Networks
Partnering
IP
Dev
Copyright©2013 NTT CORPORATION
8

10. Agenda
What we are
Telco’s Reality
Service Visualization in R&D
How we are creating new services ~ Frameworks
Service model
Work field Portfolio
Three type of purpose
Summary
Copyright©2013 NTT CORPORATION
9

11. Service Visualization
Service visualization is an activity for making service prototypes as much as possible
incorporating with R&D core technologies and those of other companies’.
After offering prototypes to operating companies, they brush up through cooperation with their
customers.
Open innovation
R&D Core-tech.
& engines
assemble
feed-back
Service offering
(proto. and trial)
Consideration of operating company matters
(e.g., regulation, etc.)
Service
commercialization
(rough) req.
2nd
valley
1st
valley
Other parts/components
engines
・・・
Service prototyping & trial
assemble
Commercial use
promotion
・・・
Chassis(=NW)
・・・
Copyright©2013 NTT CORPORATION
10

12. (ARAiR Stamper (AR-based remote support communication service)
AiR Stamper is an example service formally collaborated with Metaio(AR technology
company in Germany ).
R&D provided its prototype to NTT East, and now it is under field trial with RICOH and
Panasonic corporation.
Instructor
On-site worker
AS server
MCU
AR server
AiR stamp
Mgmt.
Copyright©2013 NTT CORPORATION
11

13. Agenda
What we are
Telco’s Reality
Service Visualization in R&D
How we are creating new services ~ Frameworks
Service model
Work field Portfolio
Three type of purpose
Summary
Copyright©2013 NTT CORPORATION
12

14. Service model ~ A conceptual hierarchy of Services
Super ordinate
concepts
(Super-classes)
RTC
NonRTC
Service
Classes
Services
(Instances)
Use cases
Domains
of use cases
Learning
Foreign Tongs
P2P
VBS+
Mashup
AiR
Stamper
7-5-3
Anot .
Conf.
Set-up
Appliances
Remote
Instructions
Energy
Business
Medical/Health Care
…
MCC
DS
…
EMS
OOD/OiC
Sight
Finder
FMC
PUSH
RTC
w/MC
Personal
Welfare
M2M
RCS
SIS
Com.
Com.
P2M
OTT
Services
HEMS +
RemoCon
SaaS
CaaS
CC
Family
…
IDS
Power
Monitor/
Control
Guide
Booking
Popularity
Contests
Community
Government
Agriculture
Entertainment
Copyright©2013 NTT CORPORATION
13

15. Sight Finder
Sight Finder can assist such as visually impaired, aged, foreign, and specialneeds people using sight information.
The architecture consists of cloud-based recognition engines running in parallel.
Recognition
Engines
Object
Video/
Distributor
Picture
Text
Maker
Face
Color
Audio
ROI*
Sync.
Voice
Alarm
Inst.
*Region of Interest
Location
etc.
Copyright©2013 NTT CORPORATION
14

16. Sight-X ~Sight Finder variation
Docomo’s commercial service, “Shabette(Speech)-Concierge” is a Siri-type
speech recognition based Q&A service.
Sight-X adds real-time image recognition capability to the above. User can get
additional information of already registered object images.
Tell me
detail！
Name
【宮坂醸造・真澄】
宮坂醸造・真澄】
純米「奥伝寒造り
「奥伝寒造り」
純米「奥伝寒造り」
¥1200(税込)
Caracteristics
I’m curious
about this.
How is its
reputation？
Reputation
昔ながらの日本酒の
味ですが、くせのな
い洗練された味で美
味しい魚ととても合
いました。（40代男
性）
Like what？
Similar wine
先月購入した“花美蔵”
に似た味わいです
Recommendation
冷蔵庫でよく冷や
し、魚料理と一緒に
飲むと最高です！
（２０代女性）
日本酒通のAさん
Copyright©2013 NTT CORPORATION
15

17. Iro-coco (Color indicator) ~Sight Finder variation
“Iro-coco” is a service for color-vision deficiency people. It indicates specified
color objects by displaying color signs.
Multiple color objects can be simultaneously indicated as well.
Normal View
Deficiency view
The example
indicates red
objects.
Color signs
Red
Orange
Yellow
Green
Sky blue
Blue
Purple
Copyright©2013 NTT CORPORATION
16

18. Service Class broken down into Service instances
All services(instances) are derived from the service class “Real-Time
Communication with Media Conversion(RTC/w MC) ”.
Services (instances)
Sight
Finder
Service class
RTC w/MC
SightX
Iro-coco
The media stream is
modified/processed
during real-time communication
with users and cloud.
(Color Indicator)
AiR
Stamper
…and more
Copyright©2013 NTT CORPORATION
17

19. Architecture for RTC with Media Conversions
Converged media stream
A
Audio
Video
B
Contributes
Additional info./ annotation with Media proc.
RTC w/ MC
Services
Services (instances)
Media proc. Enablers
A
Real-time
Communication Platform
Copyright©2013 NTT CORPORATION
B
18

20. Agenda
What we are
Telco’s Reality
Service Visualization in R&D
How we are creating new services ~ Frameworks
Service model
Work field Portfolio
Three type of purpose
Summary
Copyright©2013 NTT CORPORATION
19

21. Work field Portfolio
The work field portfolio gives an overall view of created/creating services.
It also allows combinational considerations for technologies and application
domains.
Use-case domain
Technology
Personal
Home
Work
City
Media processing
HTML5/WebRTC
Big data mining
Copyright©2013 NTT CORPORATION
20

22. HTML5/WebRTC impact on Carriers
• Independent from OS and machines
• Ability to realize similar native-applications
• Enabling browser based RTC
1. Possibility to restructure current OTT driven App/Contents markets
2. New business opportunity using its scale merit of “One-source-multi-devices”
nature
3. Providing novel-UX services combining with RTC and Web
Copyright©2013 NTT CORPORATION
21

23. HTML5/WebRTC applicable domain
PERSONAL
HOME
BUSINESS
CITY
Copyright©2013 NTT CORPORATION
22

24. OiC(Office in the Cloud)
OiC is a HTML5 based novel service which establishes a virtual office in the
cloud, where all office staffs work together virtually using any HTML5 browser
equipped devices from remote (i.e., nomadic working).
Cloud
NGN（+Wifi)/LTE
Copyright©2013 NTT CORPORATION
23

25. OiC Screen
Entry screen is designed as an office SNS and basic communication screen is
like that of RCS.
Other applications include teleconference, collaboration, document share,
scheduler, and many business applications are all browser based.
OiC Cloud
Browser
(basic communication tool)
Browser (office member list = phone book and presence)
Copyright©2013 NTT CORPORATION
24

26. “Informative city” concept
Everywhere you go, you can get information
• you want based on your preference and situation.
• that can only be found there.
• using your own usual device.
You can also generate information
• for someone in the same area.
We aim to at “Informative city”, where such information services are filled with.
Copyright©2013 NTT CORPORATION
25

27. Wifi-LBS(Location Based Service)
「Wi-Fi LBS」
Wifi-LBS can provide wide variety of location-based services to users.
HTML5 browser and small resident program* enables Wifi-LBS.
LB rich contents
delivery/aquisition
services
Virtual library/
cinema theater
Location info.
delivery
Ad-hoc services by
mobile Wifi AP
Mobile Wifi
AP curator
Mobile Wifi AP
Tour guide
LB messaging w/
photos and voice
Coupon push
Wifi based
meter reader
LB communication
services
Movement monitoring
Mobile Wifi services
in train/bus
Copyright©2013 NTT CORPORATION
26

28. Agenda
What we are
Telco’s Reality
Service Visualization in R&D
How we are creating new services ~ Frameworks
Service model
Work field Portfolio
Three type of purpose
Summary
Copyright©2013 NTT CORPORATION
27

29. Three type of purpose
This defines service visualization purpose and the work procedure.
Type-I: R&D proposal incorporating near-term and maturated R&D technologies
Type-II: Service visualization aimed at addressing issues on the business side
Type-III: Feedback of R&D core technology development
Type-III
Business
side
R&D core
tech.
development
Type-I
Type-II
Time required for commercialization
Copyright©2013 NTT CORPORATION
28

30. Summary
Telco’s Reality
Organic growth in communication area is getting difficult.
Transforming from “a provider” to a “Value partner”
Service Visualization in R&D
How we are creating new services ~ Frameworks
Service model
• Service class gives an unified architecture allowing efficient service implementation.
• Service(instance)s can be derived from the service class, that enriches service ideas.
Work field Portfolio
• This portfolio gives an overall view of created/creating services.
• It allows combinational considerations for technologies and application domains.
Three type of purpose
• defines the purpose of service visualization and the work procedure.
Copyright©2013 NTT CORPORATION
29

31. Collaborations are welcome ☺
Thank you
Contact: sst@lab.ntt.co.jp
30