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

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

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

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)

OTT is a big world, its growing fast and its
fluid
SVOD AVOD UGC TVOD Linear OTT TV Everyw.

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

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

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

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.

OTT Monetization: Case of Telefonica Spain

Enterprise OTT: Telefonica Mobile
Collaboration and Productivity

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

Smart Dialler, Visual IVR: Modernize Legacy
Touch-points

Key VAS offerings by Telna (Telecom North
America)

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

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

T-Mobile US WiFi Calling

Case Study: T-Mobile USA VoWiFi Rate

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...

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

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

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?

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

Any Questions?

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

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