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World’s Best Practices and
Success Stories in Launching
Multimedia and Value Added Services
By ALI Saghaeian
Chief Analyst & Consultant
Telecoms, IT and Media
Ali.Saghaeian [at] gmail.com
Objectives
• Can we make sense of the OTT Video Market
• Success Stories for OTT-Telco Collaboration
• Learning about some of Operators' Key VAS
Offerings
• Cases of Operators with Rich Communication
Services
• Operators' Approach in emerging Vertical Markets
• World’s Best Practices in launching New Voice
Technologies
Ali.Saghaeian [at] gmail.com
Agenda
• OTT Communications and APAC Players as
Innovators
• Success Stories for OTT-Telco Collaboration
• Redefining Mobile Calling and Modernizing Legacy
Touch-points
• Key VAS Offerings by Telecom Operators
• Best Practices for RCS-based Services
• Successful launches of VoLTE and VoWiFi
• Operators' Success across Vertical Markets
Ali.Saghaeian [at] gmail.com
2015 has been an eventful year!
Jan Feb Mar Apr May Jun Jul Aug
Sep Oct Nov Dec
1. US venture-backed private
companies valued at over $1 billion
Amazon takes on Top Gear
presenters for global series
(July)
Netflix announces more
subscriber adds abroad
than in the US for the first
time
(January)
Twitter buys
Periscope for $87M
(March)
YouTube launches
YouTube Red.
More than half of
YouTube views now come
from mobile devices
(October)
“Now only US 12-17
year-olds watch 15 hours
of linear TV per week
(40% down from 2011)”
- Nielsen)
(September)
Disney launches
DisneyLife OTTv in UK
(October)
Snapchat launches
Discover – now with 15
publishers
(January)
Facebook launches
Mentions live streaming
(August)
$37bn wiped off US Media
stocks. Disney down 9%,
Time Warner down 9%,
21CF down 7%
(Netflix up 12% that week)
(5th August)
David Beckham launches
MyEye video streaming
(August)
Number of US
“Unicorns”
reaches 113
(August)
“Half of Netflix’s
Millennial users stream
on smartphone”-
Comscore
(January)
Snapchat opens
live streams from Mecca
during Ramadan –
earns great praise
(July)
Country
launches
“YouTube is the second
largest search engine in
the world”
(May)
Yahoo wins rights
to the first NFL
streaming-only game
(June)
PayPal IPOs with
valuation more than
Netflix, eBay or Twitter
(July)
Ali.Saghaeian [at] gmail.com
OTT is a big world, its growing fast and its
fluid
SVOD AVOD UGC TVOD Linear OTT TV Everyw.
Ali.Saghaeian [at] gmail.com
Can we make sense of the OTT video market?
Source: A.T. Kearney
Mass Digital MCN
Social Video Center Mass Aggregator
Thematic Addict Niche Premium
Semi-Premium Discovery
Specialist Community
Big Media Home
Hybrid Hub
Segment
Positioning
Mainstream
Targeted
(Niche/Verticals)
Experience
(Discovery/Social/Community)
Content
(Premium/Branded) Primary Usage Trigger
Ali.Saghaeian [at] gmail.com
APAC OTT communication players are leaders in
innovation and offer a multi-feature platform
15 COMMUNICATION OTHERS
IM Voice (on-net) Voice
(off-net) Video chat Video sharing Social platform Games
Cloud storage Location based
Asia–Pacific WeChat   
   
  Line 
   
   
KakaoTalk   
   
 
W orldwide WhatsApp   
   
  Viber 
   
   
BBM
Ali.Saghaeian [at] gmail.com
Larger, and un-concentrated, markets are
attracting a bigger fight among OTT players
for market share
21
W hich apps do consumers use in various markets 0%20%40%60%80%100%South KoreaMalaysiaIndonesiaPercentage of respondentsViberKakaoTal kWhatsAppLINEWeChatFacebookMessengerBBMSkype2.6
Ali.Saghaeian [at] gmail.com
Starz Arabia and Du, September 2015
First significant OTT-telco collaboration.
Starz launched in MENA in April. Within six months, it has partnered, indicating
fertile territory for telco collaboration with international operators. Ovum expects
this to be the first of many in the coming years.
Du mobile customers have access to Starz HD content via the Starz app for $13
monthly, billed directly through their du line.
Sidesteps customer fears of using credit cards.
Ali.Saghaeian [at] gmail.com
OTT Monetization: Case of Telefonica Spain
Ali.Saghaeian [at] gmail.com
Enterprise OTT: Telefonica Mobile
Collaboration and Productivity
Ali.Saghaeian [at] gmail.com
Redefining Mobile Calling
Case of Direct-Talk (in Brazil)
Talk Instantly
w/o Setup Delay
Whisper-in to Indicate Intent
Whisper-out, Shout or Answer Shout, Whisper or Text Invite Check Response, Run Huddle Customize Vertical Experience
Mimic Real-life Collaboration Join Later if Still Huddling
 Streamline Voice Interactions
 Enable Efficient, Predictable Behavior
Ali.Saghaeian [at] gmail.com
Smart Dialler, Visual IVR: Modernize Legacy
Touch-points
Ali.Saghaeian [at] gmail.com
Key VAS offerings by Telna (Telecom North
America)
Ali.Saghaeian [at] gmail.com
Case of Vodafone Message+: RCS-based
service
Features
• Text, picture, voice
and video
messaging
• Emoticons and
emojis
• Location sharing
• Group messaging
• Status/message
read notification
Market
positioning
• Enhanced
messaging
experience
• RCS-based
alternative to third
party messaging
apps
Challenges
• Integrated
messaging not
available on iOS
• Limited availability
of Message+
natively on devices
and in markets Ali.Saghaeian [at] gmail.com
Libon is Orange’s Rich Communications Suite
Ali.Saghaeian [at] gmail.com
Some early results for VoLTE/VoWiFi
VoLTE offers better voice quality and connects calls 20 times faster than the 3G average of five seconds. SKT is promoting VoLTE to improve customer experience and boost customer loyalty.
VoLTE: More than10% of T-Mobile calls run over VoLTE by March 2015; T-Mobile seeing better quality and better performance. Launches with iPhone and Samsung Galaxy helpful.
Wi-Fi Calling: reportedly 7mn users by March 2015
RCS: VoLTE the baseline for RCS; RCS coming “soon”
ViLTE: will be built on top of VoLTE
IMS infrastructure has allowed T-Mobile to build services on top of LTE.
Source: http://www.lightreading.com/mobile/4g-lte/qanda-the-castle-in-t-mobiles-lt e-netw ork-/d/d-id/714087?page_number=2
3 UK’s VoWiFi app, Three in Touch, had 1mn downloads in nine months since launch in mid-2014
Ali.Saghaeian [at] gmail.com
T-Mobile US WiFi Calling
Ali.Saghaeian [at] gmail.com
Case Study: T-Mobile USA VoWiFi Rate
Ali.Saghaeian [at] gmail.com
AT&T earns new revenue with connected car
Concierge pays for pre-paid minutes
User pays connected device
User pays pre paid minutes and concierge fees
Consumer
AT&T
•AT&T’s VoLTE service includes cars
•OnStar used by GM:
•Hands free calls to and from car
•Automatic emergency call in accident
•Concierge services
•Theft alarm notification to car owner
•New revenue for AT&T from:
•$10/month connected car fee (to shared data plan)
•Pre-paid voice minutes
•Next step wearables...
Ali.Saghaeian [at] gmail.com
Cloud Automation Service Model: Case of
Telecom Italia
Telecom Italia Digital Solutions
5
APPLICATIONS
Proprietary Services
(provider specific)
Integration Interfaces
CLOUD AUTOMATION PLATFORM
CLOUD OFFERING
UNIQUE TO CUSTOMER & RESELLERS
SIMPLIFIED CUSTOMER EXPERIENCE
Package A (Telco)
Package B (Cloud SaaS)
Package C (Infrastructure)
+
Syndicated or Hosted
Multi-tiered Reseller Support (Direct, VAR, Online,
Wholesale,…)
CRM
(web ads, telesales, lead generation,…)
SERVICE PROVISIONING
BUSINESS ORCHESTRATION
1 panel
1 bill
1 login
1 integrated experience
Marketplace
Vouchering System
Sales Automation Portal
AUTOMATED BILLING
Service Onboarding
Consulting & System Integration services
Solutions
Services
REPORTING
+
+
+
TIDS Cloud Automation Service Model
Ali.Saghaeian [at] gmail.com
China Telecom earns new wholesale revenue
with virtual numbers
Didi buys the service from app developer
Developer buys virtual numbers and pays per call (APIs usage)
User pays the taxi service
Didi taxi
Developer
Consumer
70K APIs calls/day
70
2.5
Million users in 2 cities
Disposable virtual numbers launched using China Telecom’s APIs Alcatel-Lucent Rapport™ Didi Dache Taxis
58.com
real estate
Personal
Ali.Saghaeian [at] gmail.com
Smart Home and Telcos: Operators’
Positioning
HOME AUTOMATION
MONITORED SECURITY
LINKED W ITH FIXED CONNECTION
LINKED W ITH MOBILE CONNECTION
OTT
Poland
France
Bundles? W ith fixed or mobile access? Or OTT?
Ali.Saghaeian [at] gmail.com
Case Study: Remote Patient Monitoring
› Remote Patient Monitoring is a service provided to
AT&T, built on the Service Enablement platform
– Ericsson owns the roadmap and evolves the service together
with AT&T
– Vivify Health and Polycom are part of the service
– Ericsson provide the kits which includes a preconfigured tablet
with wireless sensors
› AT&T promote, provide and owns the commercial
ownership with care givers
– Since 2011 AT&T have their own Chief Medical Information
Officer (Geeta Nayyar)
– A 400+ strong sales force focusing entirely on AT&T’s solutions
for healthcare
Ali.Saghaeian [at] gmail.com
Any Questions?
Ali.Saghaeian [at] gmail.com

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World’s Best Practices and Success Stories in Launching Multimedia and Value Added Services

  • 1. World’s Best Practices and Success Stories in Launching Multimedia and Value Added Services By ALI Saghaeian Chief Analyst & Consultant Telecoms, IT and Media Ali.Saghaeian [at] gmail.com
  • 2. Objectives • Can we make sense of the OTT Video Market • Success Stories for OTT-Telco Collaboration • Learning about some of Operators' Key VAS Offerings • Cases of Operators with Rich Communication Services • Operators' Approach in emerging Vertical Markets • World’s Best Practices in launching New Voice Technologies Ali.Saghaeian [at] gmail.com
  • 3. Agenda • OTT Communications and APAC Players as Innovators • Success Stories for OTT-Telco Collaboration • Redefining Mobile Calling and Modernizing Legacy Touch-points • Key VAS Offerings by Telecom Operators • Best Practices for RCS-based Services • Successful launches of VoLTE and VoWiFi • Operators' Success across Vertical Markets Ali.Saghaeian [at] gmail.com
  • 4. 2015 has been an eventful year! Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 1. US venture-backed private companies valued at over $1 billion Amazon takes on Top Gear presenters for global series (July) Netflix announces more subscriber adds abroad than in the US for the first time (January) Twitter buys Periscope for $87M (March) YouTube launches YouTube Red. More than half of YouTube views now come from mobile devices (October) “Now only US 12-17 year-olds watch 15 hours of linear TV per week (40% down from 2011)” - Nielsen) (September) Disney launches DisneyLife OTTv in UK (October) Snapchat launches Discover – now with 15 publishers (January) Facebook launches Mentions live streaming (August) $37bn wiped off US Media stocks. Disney down 9%, Time Warner down 9%, 21CF down 7% (Netflix up 12% that week) (5th August) David Beckham launches MyEye video streaming (August) Number of US “Unicorns” reaches 113 (August) “Half of Netflix’s Millennial users stream on smartphone”- Comscore (January) Snapchat opens live streams from Mecca during Ramadan – earns great praise (July) Country launches “YouTube is the second largest search engine in the world” (May) Yahoo wins rights to the first NFL streaming-only game (June) PayPal IPOs with valuation more than Netflix, eBay or Twitter (July) Ali.Saghaeian [at] gmail.com
  • 5. OTT is a big world, its growing fast and its fluid SVOD AVOD UGC TVOD Linear OTT TV Everyw. Ali.Saghaeian [at] gmail.com
  • 6. Can we make sense of the OTT video market? Source: A.T. Kearney Mass Digital MCN Social Video Center Mass Aggregator Thematic Addict Niche Premium Semi-Premium Discovery Specialist Community Big Media Home Hybrid Hub Segment Positioning Mainstream Targeted (Niche/Verticals) Experience (Discovery/Social/Community) Content (Premium/Branded) Primary Usage Trigger Ali.Saghaeian [at] gmail.com
  • 7. APAC OTT communication players are leaders in innovation and offer a multi-feature platform 15 COMMUNICATION OTHERS IM Voice (on-net) Voice (off-net) Video chat Video sharing Social platform Games Cloud storage Location based Asia–Pacific WeChat          Line          KakaoTalk          W orldwide WhatsApp          Viber          BBM Ali.Saghaeian [at] gmail.com
  • 8. Larger, and un-concentrated, markets are attracting a bigger fight among OTT players for market share 21 W hich apps do consumers use in various markets 0%20%40%60%80%100%South KoreaMalaysiaIndonesiaPercentage of respondentsViberKakaoTal kWhatsAppLINEWeChatFacebookMessengerBBMSkype2.6 Ali.Saghaeian [at] gmail.com
  • 9. Starz Arabia and Du, September 2015 First significant OTT-telco collaboration. Starz launched in MENA in April. Within six months, it has partnered, indicating fertile territory for telco collaboration with international operators. Ovum expects this to be the first of many in the coming years. Du mobile customers have access to Starz HD content via the Starz app for $13 monthly, billed directly through their du line. Sidesteps customer fears of using credit cards. Ali.Saghaeian [at] gmail.com
  • 10. OTT Monetization: Case of Telefonica Spain Ali.Saghaeian [at] gmail.com
  • 11. Enterprise OTT: Telefonica Mobile Collaboration and Productivity Ali.Saghaeian [at] gmail.com
  • 12. Redefining Mobile Calling Case of Direct-Talk (in Brazil) Talk Instantly w/o Setup Delay Whisper-in to Indicate Intent Whisper-out, Shout or Answer Shout, Whisper or Text Invite Check Response, Run Huddle Customize Vertical Experience Mimic Real-life Collaboration Join Later if Still Huddling  Streamline Voice Interactions  Enable Efficient, Predictable Behavior Ali.Saghaeian [at] gmail.com
  • 13. Smart Dialler, Visual IVR: Modernize Legacy Touch-points Ali.Saghaeian [at] gmail.com
  • 14. Key VAS offerings by Telna (Telecom North America) Ali.Saghaeian [at] gmail.com
  • 15. Case of Vodafone Message+: RCS-based service Features • Text, picture, voice and video messaging • Emoticons and emojis • Location sharing • Group messaging • Status/message read notification Market positioning • Enhanced messaging experience • RCS-based alternative to third party messaging apps Challenges • Integrated messaging not available on iOS • Limited availability of Message+ natively on devices and in markets Ali.Saghaeian [at] gmail.com
  • 16. Libon is Orange’s Rich Communications Suite Ali.Saghaeian [at] gmail.com
  • 17. Some early results for VoLTE/VoWiFi VoLTE offers better voice quality and connects calls 20 times faster than the 3G average of five seconds. SKT is promoting VoLTE to improve customer experience and boost customer loyalty. VoLTE: More than10% of T-Mobile calls run over VoLTE by March 2015; T-Mobile seeing better quality and better performance. Launches with iPhone and Samsung Galaxy helpful. Wi-Fi Calling: reportedly 7mn users by March 2015 RCS: VoLTE the baseline for RCS; RCS coming “soon” ViLTE: will be built on top of VoLTE IMS infrastructure has allowed T-Mobile to build services on top of LTE. Source: http://www.lightreading.com/mobile/4g-lte/qanda-the-castle-in-t-mobiles-lt e-netw ork-/d/d-id/714087?page_number=2 3 UK’s VoWiFi app, Three in Touch, had 1mn downloads in nine months since launch in mid-2014 Ali.Saghaeian [at] gmail.com
  • 18. T-Mobile US WiFi Calling Ali.Saghaeian [at] gmail.com
  • 19. Case Study: T-Mobile USA VoWiFi Rate Ali.Saghaeian [at] gmail.com
  • 20. AT&T earns new revenue with connected car Concierge pays for pre-paid minutes User pays connected device User pays pre paid minutes and concierge fees Consumer AT&T •AT&T’s VoLTE service includes cars •OnStar used by GM: •Hands free calls to and from car •Automatic emergency call in accident •Concierge services •Theft alarm notification to car owner •New revenue for AT&T from: •$10/month connected car fee (to shared data plan) •Pre-paid voice minutes •Next step wearables... Ali.Saghaeian [at] gmail.com
  • 21. Cloud Automation Service Model: Case of Telecom Italia Telecom Italia Digital Solutions 5 APPLICATIONS Proprietary Services (provider specific) Integration Interfaces CLOUD AUTOMATION PLATFORM CLOUD OFFERING UNIQUE TO CUSTOMER & RESELLERS SIMPLIFIED CUSTOMER EXPERIENCE Package A (Telco) Package B (Cloud SaaS) Package C (Infrastructure) + Syndicated or Hosted Multi-tiered Reseller Support (Direct, VAR, Online, Wholesale,…) CRM (web ads, telesales, lead generation,…) SERVICE PROVISIONING BUSINESS ORCHESTRATION 1 panel 1 bill 1 login 1 integrated experience Marketplace Vouchering System Sales Automation Portal AUTOMATED BILLING Service Onboarding Consulting & System Integration services Solutions Services REPORTING + + + TIDS Cloud Automation Service Model Ali.Saghaeian [at] gmail.com
  • 22. China Telecom earns new wholesale revenue with virtual numbers Didi buys the service from app developer Developer buys virtual numbers and pays per call (APIs usage) User pays the taxi service Didi taxi Developer Consumer 70K APIs calls/day 70 2.5 Million users in 2 cities Disposable virtual numbers launched using China Telecom’s APIs Alcatel-Lucent Rapport™ Didi Dache Taxis 58.com real estate Personal Ali.Saghaeian [at] gmail.com
  • 23. Smart Home and Telcos: Operators’ Positioning HOME AUTOMATION MONITORED SECURITY LINKED W ITH FIXED CONNECTION LINKED W ITH MOBILE CONNECTION OTT Poland France Bundles? W ith fixed or mobile access? Or OTT? Ali.Saghaeian [at] gmail.com
  • 24. Case Study: Remote Patient Monitoring › Remote Patient Monitoring is a service provided to AT&T, built on the Service Enablement platform – Ericsson owns the roadmap and evolves the service together with AT&T – Vivify Health and Polycom are part of the service – Ericsson provide the kits which includes a preconfigured tablet with wireless sensors › AT&T promote, provide and owns the commercial ownership with care givers – Since 2011 AT&T have their own Chief Medical Information Officer (Geeta Nayyar) – A 400+ strong sales force focusing entirely on AT&T’s solutions for healthcare Ali.Saghaeian [at] gmail.com