Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Expanding Service Providers’ Reach With WebRTC

607 views

Published on

Expanding Service Providers’ Reach With WebRTC
- “Quickly brush up the old and focus on the new”
- “WebRTC is much more than a technology for operators”
- “Proper enablers are more important than fully standardized services”
- “Just do it – it’s easier than ever to innovate!”

Presented at the 14th Annual Broadband World Forum (BBWF) 2014 in Amsterdam, The Netherlands

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Expanding Service Providers’ Reach With WebRTC

  1. 1. – strictly confidential, confidential, internal, public – 10/22/2014 1 EXPANDING PROVIDERS’ REACH WITH WEBRTC SEBASTIAN SCHUMANN, SLOVAK TELEKOM 22. October 2014. Amsterdam, The Netherlands FUTURE DISRUPTION
  2. 2. SCOPE Expanding Service Providers’ Reach With WebRTC  “Quickly brush up the old and focus on the new”  “WebRTC is much more than a technology for operators”  “Proper enablers are more important than fully standardized services”  “Just do it – it’s easier than ever to innovate!” Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 2 @s_schumann Feedback is welcome, get in touch during/after the event!
  3. 3. SLOVAK TELEKOM  Former fixed & mobile incumbent (merger in 2010), Zoznam, Posam, DIGI  Diverse service portfolio (fixed/mobile network and communications services, Internet access + content, data services, CPE, ICT services (data center + cloud), radio/TV broadcasting, call center services, …) The major shareholder is Deutsche Telekom AG. 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 to be finished in 2014  Leader in IPTV, offering hybrid sat TV (s. 2009) & OTT app (s. 2012)  Extensive FTTx deployments (360k households)  First nation-wide 4G/LTE network (s. 2013) Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 3 Slovak Telekom Group is the telecoms market leader in Slovakia
  4. 4. “Quickly brush up the old and focus on the new” Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 4
  5. 5. WEBRTC “OPTIONS” – EVOLVE AND INNOVATE WHAT CAN THE TECHNOLOGY BE USED FOR? Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 5 Integration Options Adding the “Web” to “RTC” Adding “RTC” to the “Web” WebRTC WebRTC ? ?
  6. 6. “WebRTC is much more than a technology for operators” Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 6
  7. 7. SO WHAT IS WEBRTC FOR OPERATORS?  For many, “adding WebRTC” means adding voice/video to a service and have this service in the browser  Due to Telecom’s business’ history “communications” = “telephony”  Is it important?  Yes, because it comes with certain presumptions for the service and also in discussions  It comes with less defined constraints than VoLTE/RCS, operators sometimes forget that!  When WebRTC is discussed within operator units, they are almost always discussed with legacy assumptions in mind  WebRTC is much more  Comparison with legacy services (IMS/RCS/VoLTE/OTT) needs to answer what they actually are  Technologies, services, concepts, ways of thinking?  “VoLTE is just telephony”  Telephony in the browser  “It’s a technology, not a service” often cited, deductions from that statement are in fact an iceberg Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 7
  8. 8. DEVELOPING OPERATOR STRATEGIES  WebRTC can be one of the technologies to accelerate development and decrease costs, if operators want to build “OTT services” services that are:  Access independent/network independent/location independent  Use a software front-end (app/web)  Completely new experience in how they deliver voice in the application  A separate “OTT strategy” does not make sense  Is has to be elaborated per service how it should be exposed, delivered, and made accessible  Current “new” operator services such as VoLTE and RCS are “old Telco services ”  Stand-alone services, no initial and easy integration considered, QoS over QoE, etc.  New thinking needs to come with building things on the web, not yet clear everywhere! Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 8 WebRTC
  9. 9. “Proper enablers are more important than fully standardized services” Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 9
  10. 10. THE IMPORTANCE OF APPROACHING SERVICES CORRECTLY  Important to affect current planning and new services. Do not think about new communications services, but  evolve existing communications services and innovate on UX/QoE  embed features in new services (own, partnering)  Service updates can include “modernized interfaces”, but need to go beyond  Adding “Web” to existing products means they are defined, and mostly limited  Integration where it makes sense is more important than a “pure web dialer”  The WebRTC paradigm introduces a new "way of thinking“ that has often not even started  The "front-end design/functions” defines services now  The back-end is completely irrelevant Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 10 Interfaces/services need to be built flexibly and deployed capabilities need to be reusable and added quickly and frequently to different products.
  11. 11. NEW ARCHITECTURAL REQUIREMENTS  The WebRTC paradigm introduces the need for new architectural requirements, also for operators  Every service or integration going beyond telephony or not requiring the full subset of its features should have a prior discussion about proper architecture (back-end enabler)  Telephony: IMS/MMTel/VoLTE vs. lightweight open-source alternatives – almost exclusively SIP  Non-telephony: Own backend, libraries, protocol alternatives (XMPP, REST/JSON)  Case-by-case decision, not just use because it is there (efficiency, suitability)  For everything that is not telephony, alternatives most likely much more suitable  The discussion about WebRTC & IMS should not be at the beginning, but the end of any consideration  Get a gateway if legacy is important (incl. identity, integration etc.), if not chose depending on your resources  Choose your vendor wisely, WebRTC often comes with the IMS and that will have impact on your creativity  Good open-source products available, client-side JavaScript knowledge often enough to get started! Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 11
  12. 12. “Just do it – it’s easier than ever to innovate!” Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 12
  13. 13. USE IN-HOUSE RESOURCES –HOWEVER LITTLE YOU HAVE  Use cases or prototypes can be developed so much faster than before  Support for building instead of talking, especially for the “renegades” , trying to inflict change for the better  Especially useful to proof that IMS is not always needed if the use case does not justify it  Much easier to show what WebRTC is at first hand  I once did a presentation from Joburg to Bratislava via Amsterdam (approx. > 10000 km, phys. delay approx. 50 ms)  People will be stunned to perceive it themselves if they all of a sudden know the people that built it  Prototyping means learning  We have developed various prototypes and every single challenge was also a lesson learned (some shared today)  Use NT and IT resources, both are needed. Expect also innovations from purely IT side Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 13
  14. 14. PRACTICAL BACKUP: WE ARE DOOGFOODING  Slovak Telekom has implemented a PoC not connected to legacy telephony, actively used by employees  A WebRTC gateway RfQ on IMS and show telephony would be easy, but doesn’t have much value yet  We developed a (simple but yet) contextual web application  Sent E-mails contain signature to web portal (address built using E-mail as identifier), contact employees  People can be contacted and also notified out-of-band using various channels, owner/guest not equal  No telephony dial-out: Faster, easy b/c no legacy boundaries such as billing, integration, approval  No complex account setup: Address confirmation using received hash/token for mapping  No one-size-fits-all: Many features consciously omitted (directory, collaboration, conferencing)  One application doing one thing well and which contains only those features required Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 14
  15. 15. SUMMARY  It is important to understand our heritage and acknowledge who pays the bills for now  Main business still legacy  IMS architecture often “a given”  Telephony and “boring use cases” need to be on board  Modernization of current voice service important  This is a pretty straight forward path, many obstacles are being worked on (as Victor presented)  Most of the operator voice back-end is IP based now, but simply attaching “a WebRTC front-end” won’t do  Less ubiquitous, but more targeted applications will replace telephony general purpose communications use case by use case  Flexible re-useable capabilities exposed through simple APIs are tremendously important  Standardized core technologies (HTML/CSS/JS, Objective-C, Java), but not services  Standardized interfaces (REST API w/ doc/SDK is enough) trumps complex E2E scenarios Sebastian Schumann: “Expanding Service Providers’ Reach With WebRTC”, 14th BBWF October 2014, Amsterdam, NL 15
  16. 16. THANK YOU. Sebastian Schumann Application & Platform Innovation | Slovak Telekom, a.s.  Sebastian.Schumann@telekom.sk @s_schumann  +421 903 419 345
  17. 17. ATTRIBUTION Refresh designed by Alex Auda Samora from the Noun Project House designed by James Christopher from the Noun Project 17

×