webrtc: business models and implications for mobile

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mm1 Consulting & ManagementWebRTC: Telecommunication for the 21st century

March 2014

mm1: The Consultancy for Connected Business

Executive Summary

A WebRTC: Overview

WebRTC provides a high-quality media engine for voice as well as video

It is built into browsers and can be embedded into apps Pure HTML5, e.g. can be coded using simple JavaScript High security due to encryption of all media packets Signaling and backend are not part of WebRTC

B BusinessModels

Crowded B2C market, due to very low entry barriers No convincing B2C business models have emerged yet APIs provide the interconnection between B2C and B2B Signaling, (SIP) gateways and backend infrastructure are necessary:

„Sell shovels in a gold rush!“

C Mobile

Mobile WebRTC delivers what joyn/RCS-e promised: Rich communication without „walled garden“ – from (almost) any device

Using SDKs and APIs WebRTC can be integrated into Android and iOS apps

Backend APIs (such as Twilio, Voxeo) facilitate development of end-to-end mobile services

Secure and encrypted communication: „NSA-proof“

2

mm1: The Consultancy for Connected Business 3

WebRTC: OverviewA


WebRTC: the next (r)evolution in telecommunication!

4

Independence from network

Time

Circuit-switched Electric gear Dedicated lines

SIP, IP-based Somewhat

interoperable IMS core (for carriers) Complex systems

Pure IP Peer-to-peer (P2P) Need client software „Walled garden“

Pure HTML5 No plugin needed No client software Fully interoperable

PSTN

VoIP

WebRTC

P2P VoIP


WebRTC integrates a high quality and interoperable voice and media engine directly into the browser

5

WebRTC (integrated into browser)

Powerfulmedia engine

No “walled garden”

(interoperability doesn‘t rely on specific client

software)

No client software needed

(just browser with WebRTC engine)

Open ecosystem


Open source, open standard and simplicity all contribute to WebRTC’s wide-spread acceptance

Wide-spread acceptance

Simple code

Open source

Open standard

No telco know-how needed

Just JavaScript, very easy to learn and adopt

Encourages use and lowers entry barriers

What‘s better than a free lunch?

Reliability

Interoperability

6


WebRTC integrates telecommunication and web

7

WebRTC: Telephony as a part of HTML5

Voice and video are becoming a part of normal HTML webpages

Strong backing Simple & openPowerful product


WebRTC neither specifies nor provides backend infrastructure

8

Who are you?Where are you?

Are you reachable/online

? If not, what then?

How do we connect?

?or

Name resolution Presence Switching / signaling


The beef is in the integration of WebRTC B2C frontends with scalable, stable and secure backend infrastructure

9

B2C B2B

User WebRTC-based B2C service API Gateway Carrier network

Many new ventures operating no backend of their own

No telco know-how

Interface between web developers & telecommunication infrastructure

Telco know-how

Connects media streams

Gateway to the telco world

Infrastructure Billing Capability Phone numbers

APIs connect B2C with B2B


Business ModelsB


B2B business models appear more promising than pure B2C

11

Red Ocean: lots of little sharks Blue Ocean: where the Big Boys play

TwiliofrisB

C-Button


Due to low entry barriers the B2C market is crowding fast

12

P2P VoIP

WebRTC

PSTN

Entry barrier: complexity

Time

VoIP

Examples see

next page


Even well-known WebRTC B2C startups have few – if any – revenue streams and no obvious monetization strategy

13

Real time web meetings with conferencing

Visual interface for free-of-charge telephone conferencing

Click-to-dial

Use Twitter for session establishment (signaling) of WebRTC calls

Description Business model

?

?

?

?


MobileC


15

„Enablers“ for mobile WebRTC:

APIs

SDKs

Backend systems

Status quoBenefits of WebRTC @mobile

Requirements for success

Android: complete integration with Chrome on Android

iOS: SDKs allow integration of WebRTC media engine into apps

User experience just as good as Skype, FaceTime, Viber etc.

Low entry barriers of developers and ventures

Easy integration into apps and with backend systems

See next page for details

WebRTC on mobile devices will be a quantum leap for customer reach and market penetration


APIs and SDKs bring WebRTC to the mobile device

APIs can be used to provide complex backend functionality for

B2C services

„Simplicity is the key to success“ –APIs and SDKs provide this key for WebRTC

Especially for iOS, SDKs provide an important link between app and media engine

Using APIs WebRTC can be used in „thin clients“ (HTML5) as well as „fat clients“ (app)

Actual transmission of media streams requires powerful and scalable network infrastructure

Signaling, address resolution as well as billing are complex B2B services, which B2C providers shouldn‘t have to implement themselves

APIs/SDKs Backend systems


Mobile WebRTC can seriously disrupt the world of mobile communication!

17

mm1 prognoses:

ReplaceRCS-e/joyn on

Android smartphones

Break up existing ecosystems

(Skype, Apple, Microsoft)

APIs are of growing importance

to ICT and telco businesses

Secure mobile communication: neither signaling nor media can be eavesdropped on!


Contact

Laurenz KirchnerPartner+ 49 (151) [email protected]

18mm1 Consulting & Management Partnerschaftsgesellschaft

www.mm1.comLocal court Stuttgart, PR 720033

Königstr. 10c, 70173 Stuttgart, GermanyPhone: +49 711 363095-0 | Fax: +49 711 363095-9

Dr. Harry BehrensSenior Consultant+ 49 (171) [email protected]

webrtc: business models and implications for mobile

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