disruptive analysis - telco-ott opportunities, kiev ott services conferences mar 22 2013
TRANSCRIPT
Telco-OTT : Exploiting the Internet vs. fighting it
Dean Bubley, Disruptive Analysis
OTT Services, Kiev, 22nd March 2013
[email protected] @disruptivedean
About Disruptive Analysis
London-based analyst house & strategic consulting firm Cross-silo, contrarian, visionary, independent Advisor to telcos, vendors, regulators & investors Published report on “Telco-OTT Strategies”, Feb 2012 New report on WebRTC, Feb 2013 Workshops on Future of Voice & TelcoOTT
Twitter @disruptivedean Blog: disruptivewireless.blogspot.com
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What do these have in common?
March 2013
Mobile advertising Movies on demand Online web portal
Music streaming VoIP & messaging Home automation
All are “OTT” Internet-based services
SingTel Telenor Telefonica
KDDI Telefonica Swisscom
All are “Telco-OTT” services
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What is “OTT”?
Simply: any capability delivered “over the top” of the Public Internet
Can be service, application, feature or function, decoupled from the underlying access network
Often used negatively by telecom “establishment”
Overlooks 130+ examples of “Telco OTT”
March 2013
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Classic telco & Internet-OTT model
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InternetInternet OTT service
Telco broadband
TODAY: clear distinction between Internet-OTT services, and on-net integrated telco services
Billing & ID
Telco service
Note distinction between broadband vs. Internet access
Telcos, like developers, can exploit the Internet
Owned & operated by mobile operatorsUsable by anyone, not just subscribers
Via apps & public Internet
Telco-OTT Services
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Telco-OTT on same model as Internet-OTT
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InternetTelco OTT service
TELCO-OTT MODEL #1: Same model as Internet players – use OTT & apps to reach billions of potential users.
and add extra value to access customers
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OTT-extension model for telco services
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Telco Internet
Billing & ID
Telco service
TELCO-OTT MODEL #2: Telco “extends” in-house service to subscribers remotely, via OTT Internet
connection & application
Normal “on net” users
Off-net extension user
Telco-OTT trend spans multiple categories
Comms Content CloudConnec-
tivity
More than 130 identified Telco-OTT services worldwide
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Cloud services for business
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Fixed operators can offer mobile OTT services
March 2013
(or mobile-to-fixed)
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Key success factors for Telco-OTT services
March 2013
Organisation & governance Managing cannibalisation
Design Software mindset
Network awareness
Synergies
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Telcos developing “digital services” arms
March 2013
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Remember these? Video & IM move to web
Mar 2013
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Coming next: voice, video, data in browser
Mar 2013
(Yes, you can sort-of do it with plug-ins and Flash already.... But it’s not great)
Voice ≠ Telephony• Now: 2G & 3G • Future: Smartphones & LTE
Voice
Telephony
Voice
Telephony
Video, context, senseVideo
Gaming, CEBP, surveillance, social voice, TV voice etc
VoicemailConferencing
PTT
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Servicee.g. SMS, Telephony Product
e.g. Lync, Uberconference
Featuree.g. Business social
Function
WebRTC & HTML5 are game-changers
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Device base supporting WebRTC
Mar 2013
Mil
lio
n
Source: Disruptive Analysis WebRTC Strategy Report, Feb 2013Definitions & methodology in report - See disruptivewireless.blogspot.com for details
0
500
1000
1500
2000
2500
3000
3500
4000
Tablets
Smartphones
PCs
Conclusions: Telco-OTT
Operators can exploit the Internet too Extend existing services Develop new ones outside access footprint Spans voice, content, cloud etc.
Requires Software & web skills Innovation & partnering ability Requires cultural & organisational change
Technology making this easier to achieve at low cost Mobile apps HTML5 & WebRTC are game-changers
No more false distinction Telco vs. OTT
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www.disruptive-analysis.com
disruptivewireless.blogspot.com
@disruptivedean
Skype:disruptiveanalysis
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