mobile ucaas unified comms as a service - disruptive analysis oct 2013
DESCRIPTION
Presentation on the growing practical reality of operator-provided UCaaS propositions. Enterprises are finding it ever-harder to manage mobility & voice/video communications, given device diversity, BYOD and employee behavioural changes in using UC. Hosted options may allow greater flexibility - and also a better platform for future innovations such as app-embedded comms and WebRTC. Carriers can also blend in service value-adds such as roaming deals and WiFi access. Working with a 3rd-party UC vendor is likely to be a better bet than trying to implement UCaaS in an IMS.TRANSCRIPT
UCaaS: Mobility & the Future of Comms
Dean Bubley, Disruptive Analysis
Singapore, Oct 23rd 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 Covering VoIP since 1997 & 3G/4G mVoIP since 2007 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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Neuroscience explains reluctance to change
Predictable irrationality
Endowment effect Optimism bias Confirmation bias Defence of belief systems
Oct 2013
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UC & MOBILITY
October 2013
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“Mobility” has many meanings & contexts
October 2013
Mobile Device Mobile Network / Calls “On the move”
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Historically, UC/comms & mobile = 2 worlds
October 2013
Comms as an “owned function”
Enterprise control & numberingCall control in PBX/UC systemOn premiseFixed/short numbering5-7 year cyclesLittle end-user choice
Telco
Comms as a “billed service”
Telco control & numberingCall control in telco networkManaged serviceMobile numbering1-2 year cyclesPersonal preferences hugeOnly limited technical
& commercial linkage in the past
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Two simultaneous challenges for IT/comms
October 2013
Classic enterprise
IT & comms systems
Cloud Mobility?
... and cost, security & better alignment with the business
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BYOD realities Becoming pervasive & inevitable 80%+ of employees use own devices/services for business... ... although a smaller % of companies have a formal BYOD policy BYOD typically driven by productivity, increased mobility & employee
harmony reasons, rather than cost-saving
October 2013
Source: Intel Survey Oct 2012, n=3000
BYOD prevalence (all business sizes), 2012
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BYOD is an acceleration of an old trend
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Fax
PBX
Home phone
1993
IP-PBX
Company mobile
Company email
Personal email
Home b-band
2003
UC
Company mobile
Company Email & social
Personal mobile
Personal Email & social
2013Deskphones losing to mobile calls & email...... which are inherently more “consumerisable”
Potential reach of
own device
Retain share of employee comms; manage risk
Need to be realistic: employees have broad choice of comms Some choices made by clients / partners (eg LinkedIn, conferencing)
Companies need mindset of “competing for market share” Corporate policies & S/W for controlling most important risks Education & training of staff about risks Best-in-class tools & apps to capture & retain user “loyalty”
Pick the winnable fights Depends on industry & company
More important to have company service than device
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BYOD risks & best-practice
Corporate-approved security software (needs to be cross-OS) Virtualisation / work & personal profiles and data stores Remote-wipe capability Liability for users’ personal data / privacy concerns Employee code-of-conduct Regulatory limits (vary by country / industry) Various issues around apps & containerisation approaches
Move to web-apps, browsers & HTML5 will add complexity Ongoing assessment of consumerisation trends / user
perspective; responsiveness to change
October 2013
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Not just BYOD.... countering the risk of BYOX
If corporate-run communications capabilities are not good enough, employees will start using their own web-based tools
Staff already choose their own phones, WiFi hotspots etc....
October 2013
Web-conferencing service
Informal contact centre
Messaging & enterprise social
Enterprises need both strong policies & capable in-house options to minimise risks of “self-outsourcing”
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“Communications” extends beyond mobile calls
Mobile calls
E2E/B2B/B2CSMS & IM &
EmailConferencing from mobile
Mobile collaboration &
productivity
October 2013
Video
Enterprise socialMobility ever more entwined with business process. Separation from UC/IT no longer realistic
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Earlier versions of mobile UC were weak
October 2013
3GVoIPo3G
trickyClunky UI / UX
030608
Numbering issues
Roaming
Unpredictable costs
Awkward WiFi experience
Platform / OS limitations
Provisioning / mgmt of apps hard
User unfamiliarity
?
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2013: Mobile UC & UCaaS vastly improved
October 2013
VoIPo4G OK + QoS
Design improved
Numbering best-practice
Tablet support
WiFi improved & common
Platform / OS capable
Better processes
Comms apps widely used
06 (+08)
MDM & BYOD
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Changing: Service provider attitudes
In the past, telcos (especially mobile): Too focused on SIMs & minutes Coupling of access + service Limited understanding of enterprise needs & solutions & vendors
Now, things are changing: Fixed/mobile hybrid offers More integration / solutions skill-sets Acceptance of 3rd-party access (WiFi, OTT etc) Willingness to work with key vendors Cloud, API & future potential roadmaps
UCaaS (+mobility) now entering mass market
October 2013
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Different UC options
Non-unified cloud & web comms
Premise-
based vendor
UC
SP-hosted vendor UC &
mobility
SP in-network IMS-based
October 2013
• Inexpensive• Cutting-edge• Secure?• Robust?• Mobility hard
• Capex+Opex• Feature set• Mobility?• Management• IT integration• Control• Separate
comms services• Hard to
provision
• Opex-centric• Mobile integrtn• Mobile VAS eg WiFi• Billing integration• Vendor ecosystem• Lower admin o/head• Easy updates• Managed security
• Opex-centric• Flexibility?• Features?• IT integration?• Slow evolution
Sweet spot for most enterprises
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THE FUTURE OF VOICE & COMMUNICATIONS
October 2013
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Intent....
October 2013
Why do people make phone calls*, anyway?
*or send messages, have conferences, use IM & presence
Voice ≠ Telephony
Historic communications Future voice apps & servicesVoice
Telephony
Voice & video
Telephony
Context, sense9Video
In-game chat, CEBP, surveillance, social
voice, telepresence etc
VoicemailConferencing
PTT
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Communications getting richer & moving “in-context”
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Fragmentation of voice (& msgng/video) models
Standalone calls
Non-call comms
Embedded app/web
calls
Oct 2013
CircuitIP
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The role of video in communications
Video really needs to have a clear “purpose” We will not default to “video everywhere”
Even more contextualised than voice & messaging Ergonomics, social norms, behaviour No interruptive straight-to-video calls Numerous niches for B2B, B2C, C2C
Skype calls between distant relatives / expats / diaspora Customer service (NB staff retraining) Personal consulting
Need for interoperability unclear as in-context/in=app
October 2013
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Mobile UC/UCaaS meets the Cloud
October 2013
UCSocial
Enterprise apps
APIs & mashups
Integration
Cloud commsRecordingTranslationAnalyticsTranscription etc
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Design & software simpler via the Web
June 2013
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Benefits of WebRTC
Democratises voice & video in websites & apps Add context to communications & vice-versa Cheap / easy / open-source components Advocacy from Google, major vendors, telcos, IETF, W3C etc Enterprises & telcos can extend comms over the Internet Real momentum & enthusiasm No predefined signalling Growing ecosystem even pre-standardisation Realtime data even more disruptive
October 2013
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WebRTC will drive disruptive service innovation
October 2013
Source: Disruptive Analysis WebRTC Strategy Report, Feb 2013 & Q2 Update August 2013Definitions & methodology in report - See disruptivewireless.blogspot.com for details
Device base supporting WebRTC growing Zero4bn in 4 years
Mil
lio
n
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Conclusions
Mobility & cloud are two key drivers for enterprise comms & IT Mobility = productivity, flexibility, lower costs, higher morale
But need to acknowledge that BYO models inevitable for most Look for tools to help control security & spending... ... & retain enterprise “market share” of employee comms Mobile UCaaS maturing Fits with both BYOD & corporate-issued devices Aligns with future of comms (cloud, APIs, social WebRTC etc)
October 2013
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