ims service innovation
DESCRIPTION
Presentation at HP Software Summit, March 15, 2007. Within 3 years there will be 550 million 3G subscribers worldwide. What mobile services will user adopt ? The early experiences with interactive mobile video services allow to merge personal communications with content from the media industry. Future user interfaces on mobile handsets have the potential to match the successful internet community and multimedia services ? The presentation covers some 3G Video services deployed in Europe and the direction for instant communications, focused group communications and real-time sharing of music, video and messages.TRANSCRIPT
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© 2006 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice
IMSServiceInnovationClaude FlorinMultimedia Marketing ManagerHP OpenCall Business Unit
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3 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
IMS service innovation• 3G/IMS opportunities
− 3G adoption trends− Users and services
• 3G/IMS video services − Experiences in Europe− 3G video service portfolio
• Innovation approaches− Business strategy− HP OpenCall IMS services
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4 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Surfing on wavesCommunities and multimedia
1980s 1990s 2000s 2010s
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5 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Surfing on wavesMobile broadband technologies
WLAN/ WBA / broadcast
(2006 : 200M sub
s.)
3G mobile (2006 : 1
00M subs.)
time
DataRates(Mb/s) 100
10
5
2
0.5
WLAN
GPRS
EV-DO Rev 0
EV-DO Rev A
WCDMA
Rel 5HSDPA
OFDMFLO
WCDMAMBMS
HSxPA
Mobile IP network
WiBROWiMAX
DMB
DVBHEV-DO Rev B
Rel 6HSUPA
2003 2004 2005 2006 2007 2008 2009 2010
SQCIF 5 f/s48 kb/s
QCIF 5 f/s128 kb/s
CIF 15 f/s800 kb/s
VideoQuality
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6 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Surfing on wavesAmericas mobile video starting
0
5
10
15
20
2004 2005 2006
Extremely interested Very interested
US consumers interest in mobile video The rise of communities
Source : In-Stat July 2006
0
20
40
60
80
100
2005/12 2006/02 2006/09
on-li
ne a
cces
ses
Video uploads (thousands) Video streams (millions)
Subscribers (millions)
Source : Nielsen Netrating, YouTube, Hitwise
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7 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Surfing on waves :Asia’s WCDMA connections
WCDMA connections(millions)
10
20
30
40
50
0
60
70
Q1
1 1 25
914
2028
3645
54
64
74
Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q32004 2005 2006 2007 2008 2009 2010
• Japan
77
33
• Rest of Asia
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8 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Surfing on wavesEMEA WCDMA growth follows Asia
Estonia- EMT
Lithuania- Omnitel
Switzerland- Swisscom
Western Europe network additions 3G WCDMA HSDPA roll-out
Source: Ovum 2006
0
5
10
15
20
25
30
Q104
Q204
Q304
Q404
Q105
Q205
Q305
Q405
Q106
netw
ork
add
ition
s
EMEA 2G EMEA 3G
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A day in the life in 2010…
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10 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Nick Mark Isabelle
Meet our 3 friends
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12 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Meet Nick : he likes discovering new music
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14 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Meet Mark : he’s a football fan
Share video
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15 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Meet Mark : he also likes new technology
Share videoTech and miles
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17 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Isabelle : she is always connected to her friends
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20 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Today…
Our three friends are looking for a place to organize a college reunion party
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21 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Nick spots an interesting restaurant, and decides to suggest it as the reunion venue
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23 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
He pops in and takes a photo of the place
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24 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
He sends the picture to Mark and Isabelle
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26 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
He receives the picture from Nick
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28 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
He replies with an instant message, asking for more info
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29 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Nick decides to get his friends on a call
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31 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Nick: “I’m telling you, it’s perfect. Let me show you around.”
Share video
(embedded
video)
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36 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
She sees Nick’s photo, Mark’s IM, their call and the video in one conversation
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3G Service portfolio strategy
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43 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
3G video service portfolio4 types of user experiences
Personal messages
Call completion Blogging & messaging
Contact Center Advertising
Content discoveryMusic video
Karaoke Sport
CommunitiesConference
& monitoringContentsharing
Branding
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44 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
3G video service deploymentTurning user personalized experience into revenue
User blogson portal
Videoon portal
Select newportal skin
Video sharecall
Book tickets
concertbooking
Invitefriends
Reviews Locationservice Group
list
Impulse buy
Promotion
Generatecalls, MMS
PersonalizedPortal
UserContent
Video notifications
Locationservice
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3G Video services
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46 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Personal video strategiesFacilitate user content generation
It’s the next step; direct video blogging from your 3G mobile. It'sabout you - capturing the moment instantly and sharing it with friends, wherever they are.
1. Setup your 3Gvidcast account 2. Videocall3. Record your blog 4. Review and post your blog
Source: www.3Gvidcast.com
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47 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
“Mobile phones are cheaper than PCs, there are three times more of them. Mobile is going to be the next big internet phenomenon”Eric SchmidtCEO of Google
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48 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Video content strategiesEngaging fans with user generated content
• Fans comment matches on the web and on TV.• Up to 300 video calls / hour
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49 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Video content strategiesEngaging TV with user generated content
Source : BBC Sports, 2006
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50 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
“The response is immediate: tell people about it, ask good questions. People like to be on TV”Chris Yanda, executive producer, BBC
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51 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
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52 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Video content strategiesEngaging fans with music, ringtones, competitions
• Universal Island - Sugababes−Phase 1, September 2005
• Promotion microsite• Focused on singles and album• POC on medium for Island Records
−Phase 2 November 2006• New album & ringtone downloads• Competition & user generated content
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53 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Video marketing strategiesOutbound, inbound campaigns
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54 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Video marketing strategiesMobile advertising for consumer brands
• Short dial : "MYHP“ 6947
• SMS & e-mails push• Web page promotion• 7% response rate
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55 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
“Imagine the brand power as consumers can view a film trailer, or catch their first glimpse of a new car zooming down the road – all in the palm of their hands”Damian Blackden, CEOUniversal McCann
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3G Video business models
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57 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
3G service evolution Mobile service adoption and revenue projections
Sources: Jupiter, EMEA service migration, 2006
2005
2011
0% 20% 40% 60% 80%
Earlyadopters
Critical Mass
Massmarket
SMS
SMS
MM
S
MMS
emai
l
Vide
o
2 B€ 5 B€ 15 B€
ringto
nes
IM
emai
l
Vide
o
ringto
nes
IM
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58 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Video launch strategy Utility pricing during adoption
Util
ity /
pric
e
Penetration1% 5% 10% 15% 20% 30% 50%
PricePromotionPerceived utilityActual utility
High expectations
Rapid disapointment
Attritionrisk
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59 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Video growth strategy Exploiting the long tail content distribution
20%•Portal content (films, sport, soap, music)•Personal and group calls•Hosted user generated content (clubs, enterprises)•Advertising
10% of revenues
• Group user generated content (blogs, messages)•Friends and family content (photos, videos)
70% of revenue
• Voice, SMS, MMS bundle
Rev
enue
s
1-10 11-100 101-1000 Services
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60 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
3G video business model Mobile advertising still in its infancy
Sources : Television advertising bureau, National Newspaper association, Internet advertising bureau, Electronic software association, Yankee Group, Alcatel 2005
0
10
20
30
40
50
60
70
80
TV Newspaper Radio Internet Games Mobile0
60
120
180
240
Advertising ($B) Viewing time (min)
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3G technology and service enablers
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62 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
blogging, portal, callcompletion, messaging,conferencing
OpenCall 3G/IMS services Interactive video services
Service Creation
Video streaming
VxOneservice creation
OC mediaplatform
Video conference
IMS and network enablers
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63 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
OpenCall 3G/IMS services Service creation for web and TV production
WEB design tools
Video call flow editor
OCMP service management
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64 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
Instant Communicationclient
OpenCall 3G/IMS services Instant communication services
Applicationlauncher
Group management
Instantmessaging
server
Video conference
OC XDMS Server
OC IC application server
OC mediaplatform
Audio conference PresenceContent
Management
IMS and network enablers
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66 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
3G/IMS service innovation processBlue Ocean strategy• “Create and capture new
demand”engage communities
• “Create uncontested market space“
create complete multimedia user experience portfolio
• “Make the competition irrelevant”
cooperative business model with partners
• “Align the whole system of a company in the pursuit of differentiation and low cost”
flexible content creation and delivery infrastructure
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Thank you!