Vous êtes sur la page 1sur 52
Telco-OTT: the Good, the Fast and the Nimble • Thank you for joining us at

Telco-OTT: the Good, the Fast and the Nimble

Thank you for joining us at this FierceLive! Webinar. We will begin momentarily.

The audio will be streamed live over the Internet, so please make

sure your computer speakers or headphones are turned on and

your volume is turned up.

During the presentations, you can submit your questions in the ―Q&A‖ box to the right of this screen. The speakers will answer questions at the end of the webinar.

Enjoy the presentation!

Presenter:
Presenter:
right of this screen. The speakers will answer questions at the end of the webinar. Enjoy
right of this screen. The speakers will answer questions at the end of the webinar. Enjoy
The inevitability of Telco-OTT & the implications for operator infrastructure Fierce Webinar 27th September, 2012

The inevitability of Telco-OTT & the implications for

operator infrastructure

Fierce Webinar

27th September, 2012

@disruptivedean

Harsh truth: OTT services are telcos’ only option • Telephony & SMS prices have peaked

Harsh truth: OTT services are telcos’ only option

Harsh truth: OTT services are telcos’ only option • Telephony & SMS prices have peaked •
Harsh truth: OTT services are telcos’ only option • Telephony & SMS prices have peaked •
Harsh truth: OTT services are telcos’ only option • Telephony & SMS prices have peaked •

Telephony & SMS prices have peaked

Telephony & SMS demand has peaked

APIs, bundles, HD, video only delay the inevitable

Need for new voice-based services beyond ―calls‖

Too fast-evolving for new ―federated‖ services

Too uncertain / innovation-driven for standards

OTT-style services offer only the hope for continued telco

communications services growth & increase in relevance

Sep 2012

Copyright Disruptive Analysis Ltd 2012

Europe already far down the cliff Mobile core services revenue, indicative W Europe Total c40%

Europe already far down the cliff

Mobile core

services revenue, indicative W Europe Total c40% fall from peak Telephony c80% fall from peak
services revenue,
indicative W Europe
Total c40% fall
from peak
Telephony c80%
fall from peak
SMS & today’s
mobile data services
Mobile telephony

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

September 2012

Copyright Disruptive Analysis Ltd 2012

―Peak Telephony‖ is here Source: Ofcom UK mobile call volumes falling despite increasing use of

―Peak Telephony‖ is here

―Peak Telephony‖ is here Source: Ofcom UK mobile call volumes falling despite increasing use of contract
―Peak Telephony‖ is here Source: Ofcom UK mobile call volumes falling despite increasing use of contract

Source: Ofcom

UK mobile call volumes falling despite increasing use of contract plans with large inclusive bundles of minutes

September 2012

Copyright Disruptive Analysis Ltd 2012

If telephony was free, how many minutes would you use?

And is that

number rising or falling?

Voice Telephony: Catastrophe imminent? Supply Price Demand Core question: Can data services & other revenue

Voice Telephony: Catastrophe imminent?

Supply

Voice Telephony: Catastrophe imminent? Supply Price Demand Core question: Can data services & other revenue streams

Price

Voice Telephony: Catastrophe imminent? Supply Price Demand Core question: Can data services & other revenue streams

Demand

Voice Telephony: Catastrophe imminent? Supply Price Demand Core question: Can data services & other revenue streams

Core question: Can data services & other revenue streams grow enough to offset the probable flattening & decline of voice & messaging?

Uncomfortable answer: probably not, based on recent evidence

Disruption (positive & negative) is both inevitable & essential

September 2012

Copyright Disruptive Analysis Ltd 2012

Messaging (SMS): Dead Man Walking Supply Price Demand Messaging is already fragmented & becoming more

Messaging (SMS): Dead Man Walking

Supply

Messaging (SMS): Dead Man Walking Supply Price Demand Messaging is already fragmented & becoming more so.

Price

Messaging (SMS): Dead Man Walking Supply Price Demand Messaging is already fragmented & becoming more so.
Messaging (SMS): Dead Man Walking Supply Price Demand Messaging is already fragmented & becoming more so.

Demand

Messaging is already fragmented & becoming more so. It is already a feature, not a service, for many use-cases. Can it continue to be monetised directly?

Very uncomfortable answer: not much, for anyone with a data connection

Outright substitution often = better experience Sep 2012 Voice telephony only used for exceptions &

Outright substitution often = better experience

Outright substitution often = better experience Sep 2012 Voice telephony only used for exceptions & problems
Outright substitution often = better experience Sep 2012 Voice telephony only used for exceptions & problems

Sep 2012

Outright substitution often = better experience Sep 2012 Voice telephony only used for exceptions & problems
Outright substitution often = better experience Sep 2012 Voice telephony only used for exceptions & problems
Outright substitution often = better experience Sep 2012 Voice telephony only used for exceptions & problems
Outright substitution often = better experience Sep 2012 Voice telephony only used for exceptions & problems

Voice

telephony

only used for exceptions & problems

Copyright Disruptive Analysis Ltd 2012

Phone calls are old, clunky & rude Ruth : Am I alone in really not

Phone calls are old, clunky & rude

Ruth: Am I alone in really not liking talking on the phone? Or am I a bit weird? It's just that someone phoning you on a mobile is a bit like someone leaping into the middle of your room yelling "Talk to me! Drop everything you are doing and talk to me RIGHT NOW!

Scott: I like voicemail. My phone is for me to talk to people when I want to. Not for them to bug me at their leisure.

Matt: *nods* Asynchronous communication FTW!

Fleur: Totally agree. People should ask for permission by text or email before calling.

APIs, HD & bundles aren’t going to save the day  HD – may drive

APIs, HD & bundles aren’t going to save the day

HD may drive a little extra use

Video-calling extremely niche

Bundles

Most bundled products are cheaper than constituent parts

Unclear where telcos can ―magic‖ extra value from

Unlikely customers too stupid to spot implicit price rises

APIs

Definite uses for embedding voice/messaging in apps

Telephony or SMS aren’t always the best ―raw ingredients‖

WebRTC on the horizon

RCS / RCSe. No.

VoLTE really just ToLTE. Necessary but too late to matter

Sep 2012

Copyright Disruptive Analysis Ltd 2012

Voice ≠ Telephony Now: 2G & 3G Voice Telephony Voicemail Conferencing PTT Video Future: Smartphones

Voice ≠ Telephony

Now: 2G & 3G

Voice Telephony Voicemail Conferencing PTT Video
Voice
Telephony
Voicemail
Conferencing
PTT
Video

Future: Smartphones & LTE

Voice Telephony
Voice
Telephony

Gaming, CEBP, surveillance, social voice, TV voice etc

Video, context, sense

September 2012

Copyright Disruptive Analysis Ltd 2012

Fragmentation is valuable & inevitable Convergence, OTT-led Fragmentation & interoperability & innovation

Fragmentation is valuable & inevitable

Convergence, OTT-led Fragmentation & interoperability & innovation standards It will fragment ―because it
Convergence,
OTT-led Fragmentation &
interoperability &
innovation
standards
It will fragment ―because it
can‖. Consumer need for
ubiquity is over-rated

… new standardised services are neither necessary, nor sufficient. They are irrelevant at best, and actively damaging at worst.

Sep 2012

Copyright Disruptive Analysis Ltd 2012

Device diversity more reason OTT is inevitable Probability of all of a user’s Internet /

Device diversity more reason OTT is inevitable

Probability of all of a user’s Internet / messaging devices being on a single telco’s
Probability of all of a user’s Internet / messaging devices being
on a single telco’s network
100%
Free 3 rd party WiFi
90%
80%
70%
Shared data plans only a
partial response
60%
50%
40%
30%
20%
10%
0%
1
2
3
4
5
6
# connected devices owned

Sep 2012

Copyright Disruptive Analysis Ltd 2012

What do these services have in common? Owned & operated by mobile operators Usable by

What do these services have in common?

What do these services have in common? Owned & operated by mobile operators Usable by anyone,
What do these services have in common? Owned & operated by mobile operators Usable by anyone,
What do these services have in common? Owned & operated by mobile operators Usable by anyone,
What do these services have in common? Owned & operated by mobile operators Usable by anyone,

Owned & operated by mobile operators Usable by anyone, not just subscribers

Via apps & public Internet

Telco-OTT Services

Sep 2012

Copyright Disruptive Analysis Ltd 2012

Different models for Telco-OTT Telco OTT service Internet Telco service Billing & ID Sep 2012

Different models for Telco-OTT

Telco OTT service Internet
Telco OTT
service
Internet

Telco

service

Billing &

ID

Sep 2012

Normal ―on

net‖ users

Telco

& ID Sep 2012 Normal ―on net‖ users T e l c o Internet Copyright Disruptive

Internet

Copyright Disruptive Analysis Ltd 2012

Off-net extension user

―on net‖ users T e l c o Internet Copyright Disruptive Analysis Ltd 2012 O f
Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social,

Telco-OTT is neither new, nor impossible

Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV,
Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV,
Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV,
Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV,
Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV,
Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV,
Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV,
Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV,
Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV,
Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV,
Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV,
Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV,

Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV, Connectivity…

Sep 2012

Copyright Disruptive Analysis Ltd 2012

Build vs. buy decision Build own OTT from ground up Integrate off-the- shelf OTT solution

Build vs. buy decision

Build own OTT from ground up Integrate off-the- shelf OTT solution Uniqueness & flexibility Customise
Build own OTT
from ground up
Integrate off-the-
shelf OTT solution
Uniqueness &
flexibility
Customise existing
Internet-OTT
Partner existing
Internet-OTT

Sep 2012

Budget, resources & skills

Partner existing Internet-OTT Sep 2012 Budget, resources & skills Copyright Disruptive Analysis Ltd 2012 Acquisition

Copyright Disruptive Analysis Ltd 2012

Partner existing Internet-OTT Sep 2012 Budget, resources & skills Copyright Disruptive Analysis Ltd 2012 Acquisition

Acquisition

Key success factors for Telco-OTT services Managing cannibalisation Network awareness Organisation & governance Sep
Key success factors for Telco-OTT services Managing cannibalisation Network awareness Organisation & governance Sep

Key success factors for Telco-OTT services

Key success factors for Telco-OTT services Managing cannibalisation Network awareness Organisation & governance Sep
Key success factors for Telco-OTT services Managing cannibalisation Network awareness Organisation & governance Sep

Managing cannibalisation

Network awareness

Organisation & governance

Network awareness Organisation & governance Sep 2012 Design Software mindset Copyright Disruptive

Sep 2012

Design

awareness Organisation & governance Sep 2012 Design Software mindset Copyright Disruptive Analysis Ltd 2012

Software mindset

Copyright Disruptive Analysis Ltd 2012

awareness Organisation & governance Sep 2012 Design Software mindset Copyright Disruptive Analysis Ltd 2012 Synergies

Synergies

Telco-OTT: Carrier-grade & Internet sensibilities  Web / app philosophies (eg freemium)  Security 

Telco-OTT: Carrier-grade & Internet sensibilities

Web / app philosophies (eg freemium)

Security

Scalability

Flexible platform for multiple services/features

Good QoE (UI design, battery life, voice quality, OS’s etc)

But also:

(Probably) Lawful intercept / emergency

(Possibly) integration with billing / OSS

(Maybe) interop with legacy / IMS / OTT services & enablers

(Maybe) integration with network QoS mechanisms

Sep 2012

Copyright Disruptive Analysis Ltd 2012

OTT infrastructure choices Web OSS Telco-OTT Application platform Security, session mgmt etc Telco core Various

OTT infrastructure choices

Web
Web
OSS
OSS
OTT infrastructure choices Web OSS Telco-OTT Application platform Security, session mgmt etc Telco core Various
OTT infrastructure choices Web OSS Telco-OTT Application platform Security, session mgmt etc Telco core Various
OTT infrastructure choices Web OSS Telco-OTT Application platform Security, session mgmt etc Telco core Various

Telco-OTT

Application

platform

Security,

session

mgmt etc

Application platform Security, session mgmt etc Telco core Various back- end integration strategies
Application platform Security, session mgmt etc Telco core Various back- end integration strategies
Telco core
Telco
core

Various back- end integration strategies

Flexible Rapid update Differentiation Mostly proprietary logic, may use standard platform

Service-

independent

functions (mostly standardised)

Sep 2012

Copyright Disruptive Analysis Ltd 2012

Internet
Internet
Sep 2012 Copyright Disruptive Analysis Ltd 2012 Internet App / Web / OS native . Proprietary
Sep 2012 Copyright Disruptive Analysis Ltd 2012 Internet App / Web / OS native . Proprietary

App / Web / OS native . Proprietary

UI, maybe

standard

protocols

Conclusions  Traditional telephony & SMS future looks bleak  Some mileage in bundling, marketing

Conclusions

Traditional telephony & SMS future looks bleak

Some mileage in bundling, marketing voice better, APIs etc.

But only postponing the inevitable

VoLTE likely, but late & won’t fundamentally change things

RCS unlikely & may damage things

Fragmentation is desirable, valuable & inevitable

OTT plays will dominate in usage & value, maybe not revenue

(Revenue from other sources, offset from voice/messaging directly)

Telco-OTT strategy becoming mainstream

But not easy to design, manage or build

Ownership & infrastructure decisions determine scalability & flexibility

Investment in platform approach is desirable, if possible

Sep 2012

Copyright Disruptive Analysis Ltd 2012

Telco OTT

infrastructure

challenges &

solutions

Chad Hart

chart@acmepacket.com

@chadwallacehart

Director, Product Marketing

OTT infrastructure challenges & solutions Chad Hart chart@acmepacket.com @chadwallacehart Director, Product Marketing

Non-exclusive real-time service delivery

choices

Networks

architectures

User interfaces

Technologies

delivery choices Networks architectures User interfaces Technologies IMS phone S I P Web app Telco-OTT b

IMS

delivery choices Networks architectures User interfaces Technologies IMS phone S I P Web app Telco-OTT b

phone

delivery choices Networks architectures User interfaces Technologies IMS phone S I P Web app Telco-OTT b

S I P

delivery choices Networks architectures User interfaces Technologies IMS phone S I P Web app Telco-OTT b

Web

delivery choices Networks architectures User interfaces Technologies IMS phone S I P Web app Telco-OTT b

app

delivery choices Networks architectures User interfaces Technologies IMS phone S I P Web app Telco-OTT b
delivery choices Networks architectures User interfaces Technologies IMS phone S I P Web app Telco-OTT b

Telco-OTT

delivery choices Networks architectures User interfaces Technologies IMS phone S I P Web app Telco-OTT b

browser

delivery choices Networks architectures User interfaces Technologies IMS phone S I P Web app Telco-OTT b

OTT service delivery challenges

Immediate

Practical core session management

Cost effective at low & high-end

Able to start small & grow rapidly

Service quality

NAT & firewall traversal (i.e. HTTP &

HTTPS only)

Near PSTN-quality media & availability

Consistent experience across devices & interfaces

OTT service delivery challenges

Immediate

Practical core session management

Cost effective at low & high-end

Able to start small & grow rapidly

Service quality

NAT & firewall traversal (i.e. HTTP &

HTTPS only)

Near PSTN-quality media & availability

Consistent experience across devices & interfaces

Imminent

Flexibility

Quickly adjust to changing service needs

Works with many infrastructure & client devices

Federates with network service providers

Security

Protect user information

Maintain service availability during attacks

Regulatory compliance

Current expectations: E911, lawful intercept, taxes

Expect more IP network regulations, not

less

OTT service delivery implications

Immediate

Practical core session

management

Light weight, dynamic core session management

Smarter clients vs. omnipotent core for scalability

Service quality

Client-side technologies to overcome

packet-loss & jitter

Make all traffic look like web-traffic (http & https, SSL, etc.)

Imminent

Flexibility

Off-the-shelf, but programmable for flexible, rapid changes

Quickly interoperable with any device & network

Security

Robust, service-intelligent security

Regulatory compliance

Out-of-the box regulatory compliance

Today’s core session management

options are not ideal

IMS

Today’s core session management options are not ideal IMS  Too complex – difficult to implement

Too complex difficult to implement & maintain

Too costly OPEX & CAPEX

Open source

maintain  Too costly – OPEX & CAPEX Open source My SIP Switch Opensourcesip.org  Too
maintain  Too costly – OPEX & CAPEX Open source My SIP Switch Opensourcesip.org  Too
maintain  Too costly – OPEX & CAPEX Open source My SIP Switch Opensourcesip.org  Too
maintain  Too costly – OPEX & CAPEX Open source My SIP Switch Opensourcesip.org  Too

My SIP Switch

Too costly – OPEX & CAPEX Open source My SIP Switch Opensourcesip.org  Too long –

Opensourcesip.org

Too long time-to-service

Too risky many unknowns

Too costly creation, maintenance & evolution

What are the leading service delivery

architectures?

3GPP R10 IMS

Web

DB DB AS AS AS WS WS WS WS LB-L LB-G Internet
DB DB
AS
AS
AS
WS
WS
WS
WS
LB-L
LB-G
Internet

Telecom architecture can be web-like

M Q C AS TDM Database Fire- Web walls servers LB M Q Load C
M
Q
C
AS
TDM
Database
Fire-
Web
walls
servers
LB
M
Q
Load
C
balancers
Firewalls
TDM
TDM
TDM
AS media

MQC:

Mobility

Quality

Charging

Telco-OTT architectures

should be web-like

Web

Telco-OTT

DB DB DB DB AS AS AS AS AS DSC Peering partners SMX SMX SMX
DB
DB DB
DB
AS
AS
AS
AS
AS
DSC
Peering
partners
SMX
SMX
SMX
WS
WS
WS
WS
LB-G LB-L
SLB-G LB-L
Internet
Managed IP
Network
Internet

30

30

Telco-OTT architectures

should rapidly scale & adapt

Start-up

High-scale

DB DB AS AS DB DSC Peering AS partners SMX SMX SMX SMX SLB-G LB-L
DB DB
AS
AS
DB
DSC
Peering
AS
partners
SMX
SMX
SMX
SMX
SLB-G LB-L
Managed IP
Network
Internet
Managed IP
Network
Internet

Scaling strategies are changing

Hardware systems

Vertical scaling

strategies are changing Hardware systems Vertical scaling Virtual machines Horizontal scaling Elasticity Manager
strategies are changing Hardware systems Vertical scaling Virtual machines Horizontal scaling Elasticity Manager

Virtual machines

Horizontal scaling

Elasticity Manager

changing Hardware systems Vertical scaling Virtual machines Horizontal scaling Elasticity Manager Virtualization Layer 32
changing Hardware systems Vertical scaling Virtual machines Horizontal scaling Elasticity Manager Virtualization Layer 32
changing Hardware systems Vertical scaling Virtual machines Horizontal scaling Elasticity Manager Virtualization Layer 32
changing Hardware systems Vertical scaling Virtual machines Horizontal scaling Elasticity Manager Virtualization Layer 32
changing Hardware systems Vertical scaling Virtual machines Horizontal scaling Elasticity Manager Virtualization Layer 32

Virtualization Layer

changing Hardware systems Vertical scaling Virtual machines Horizontal scaling Elasticity Manager Virtualization Layer 32
changing Hardware systems Vertical scaling Virtual machines Horizontal scaling Elasticity Manager Virtualization Layer 32

Simplicity should not preclude

ecosystem interoperability

TAS CS ENUM ISC SIP DNS/DDNS IM&P ISC Cx HSS SIP MCU Rx PCRF SIP/
TAS
CS
ENUM
ISC
SIP
DNS/DDNS
IM&P
ISC
Cx
HSS
SIP
MCU
Rx
PCRF
SIP/ WebTRC
SIP
TSCF
ISC Cx HSS SIP MCU Rx PCRF SIP/ WebTRC SIP TSCF SIP clients SBC & Core

SIP clients

SBC & Core session management
SBC &
Core session
management

Web-based RTC with SIP

Its all about apps

Its all about apps 700M 250M 90% >100 apps available in App Store iPad specific apps

700M

250M

90%

>100

apps available in App Store

iPad specific apps

downloaded each month

average apps per user

Tunneled Service Control Function brings

firewall traversal & QoE to Apps

Individual user’s real-time comms & data services within a TLS or DTLS tunnel

Strict firewall traversal

Appears as SSL port 443

QoE controls

Tunnel redundancy

Bandwidth controls per app voice vs. data

Admission control - server transaction load

Security

User authentication

Privacy and confidentiality

Service delivery security (Net-SAFE)

High availability stateful failover

Service provider data center Web SIP MSRP
Service provider data center
Web
SIP
MSRP
failover Service provider data center Web SIP MSRP TLS/ DTLS tunnel TSCF SDK Acme Packet-enabled TSCF
TLS/ DTLS tunnel
TLS/
DTLS
tunnel
failover Service provider data center Web SIP MSRP TLS/ DTLS tunnel TSCF SDK Acme Packet-enabled TSCF
TSCF SDK
TSCF
SDK

Acme Packet-enabled TSCF client

Engineering around packet-loss: Tunnel

redundancy

Service provider data center Redundant tunnels created by SBC Network with packet loss Tunneled packets
Service provider data center
Redundant tunnels
created
by SBC
Network with
packet loss
Tunneled packets
take different
network paths
TSCF client chooses
switches to optimal
tunnel
TSCF
client

Better voice quality than Skype during

severe packet loss

Tunnel redundancy - MOS preserved No tunnel redundancy MOS quickly degrades
Tunnel redundancy -
MOS preserved
No tunnel redundancy
MOS quickly degrades

5/30/2012

Acme Packet | Confidential

MOS estimates based on R-factor scores at the SBC. MOS at user device typically higher.

37

TSCF is open

3GPP technical requirement TR 33.830 (V.0.2.0)

TSCF approved for inclusion in TR

SA3#68 in Bratislava (July)

Supporting companies:

Acme Packet

Intel

China Mobile

RIM

Ericsson

Vodafone

Huawei

ZTE

Free TSCF client source code available

Reference applications & tools

Linphone TSCF client

tsc_sip_client, tsc_sip_server

sipp

Wireshark plug-in

tsc_sip_server  sipp  Wireshark plug-in Windows 7, Vista, XP – & laptop based softphones PC
Windows 7, Vista, XP – & laptop based softphones PC
Windows 7, Vista, XP –
& laptop based softphones
PC
Android 2.3/3.x/4.0 – Honeycomb (2.3), Gingerbread (3.x), Ice Cream Sandwich (4.0)
Android 2.3/3.x/4.0 –
Honeycomb (2.3),
Gingerbread (3.x), Ice Cream
Sandwich (4.0)
iOS 5.1/5.0 – iPhone 4G/4GS, iPad 2/3 & iTouch
iOS 5.1/5.0 – iPhone 4G/4GS,
iPad 2/3 & iTouch

TSCF vs. WebRTC - different approaches for

different use cases

SIP with TSCF

Services data center Web SIP MSRP servers core servers Any network SIP HTTP(s) MSRP RTP
Services data center
Web
SIP
MSRP
servers
core
servers
Any
network
SIP
HTTP(s)
MSRP
RTP
Voice
Video/file
App
Data
video, IM
share

Web-based RTC

Services data center Web SIP MSRP servers core servers Any network HTTP(s) SIP & RTP
Services data center
Web
SIP
MSRP
servers
core
servers
Any
network
HTTP(s)
SIP & RTP
RTMP/WebRTC
MSRP(s)
Voice
Video/file
Browser
Data
video
share

Net-Net

Telco-OTT architectures should resemble web-architectures without sacrificing key service-enablement features Telco OTT
Telco-OTT architectures should resemble web-architectures
without sacrificing key service-enablement features
Telco OTT service delivery challenges are numerous, but
surmountable - i.e. TSCF, effective core session
management, smart clients, etc.
Telco-OTT is already delivering successful services in time-
spans of months!

'Me Toowon’t cut it…

So we made TU Me

TU Me is

Communications timeline

Voice + text

Media and photos

Location

More

And much more to come

Pure OTT (first ever from a Telco!)

Engineered in 100 days

photos • Location • More And much more to come • Pure OTT (first ever from

TU Me is not

Not meant to undermine Telco value

create new categories.

Instead

The game has changedGoogle, Facebook, Apple, Microsoft…have been innovating for

years… !!

Not a tricky maneuver to distract consumers or confuse the marketplace

We're building a real service for real people

DIY Lessons

Don't do fake digital

Customers will know.

Have a vision and do the vision.

Break down your internal walls: digital has to be the plan, not the enemy or an afterthought

Shoot for Near-Telco-Grade, not perfection, and

compete on quality and vision…

Build an infrastructure that will allow you to expand

Incubate + risk

Twitter emerged from a different product

idea … nobody ―strategizedit

Startups incubate concepts and discover products, Telcos need to invest a similar

way. Plan two years of risk before

expecting good things

• Think about the larger value picture…not about squeezing more out of old models

risk before expecting good things • Think about the larger value picture…not about squeezing more out
risk before expecting good things • Think about the larger value picture…not about squeezing more out
risk before expecting good things • Think about the larger value picture…not about squeezing more out

Digital Infrastructure

Telcos can go industrial faster and jump to the right

infrastructure

Invest in the future or prepare to be a dumb pipe (which might be fine, too)

• Voice and text will have near zero value soon…

only connectivity and new services matter

Break down the technical walls that prevent you from taking advantage of the opportunities

TU Me Infrastructure

Application
Application
TU Me Infrastructure Application E n u m Analytics Public Internet
TU Me Infrastructure Application E n u m Analytics Public Internet

Enum

Analytics

TU Me Infrastructure Application E n u m Analytics Public Internet
TU Me Infrastructure Application E n u m Analytics Public Internet
TU Me Infrastructure Application E n u m Analytics Public Internet
TU Me Infrastructure Application E n u m Analytics Public Internet
TU Me Infrastructure Application E n u m Analytics Public Internet
TU Me Infrastructure Application E n u m Analytics Public Internet
TU Me Infrastructure Application E n u m Analytics Public Internet
TU Me Infrastructure Application E n u m Analytics Public Internet
TU Me Infrastructure Application E n u m Analytics Public Internet

Public Internet

Telco-OTT from the Softphone POV

Todd Carothers,, EVP Sales and Marketing Fierce Webinar 27th September, 2012

© CounterPath Corporation 2012

Telco-OTT: Challenges

NAT issues

Media routing difficult in allcases

No media 1-way media

Consistent user experience

Goal is provide a consistent user experience over disparate networks

Mobile/Tablet, desktop

Devices / OSs have different challenges of their own

Mobiles/Tablet require support for Wi-Fi and Mobile broadband

networks

Want to be like Skype

CounterPath www.counterpath.com

require support for Wi-Fi and Mobile broadband networks • Want to be like Skype CounterPath www.counterpath.com

49

Telco-OTT: How TSM can help from a Softphone POV

Creates an SSL tunnel signaling and media to go over a single tunnel

Less complicated

Local media can be run locally

Enabling a consistent user experience

Overcome Internet restrictions

Combines the SIP/RTP over a single connection (i.e., ports 80 or 443)

Better packet loss performance

Redundant data (RTP)

Secure

Encrypted (TLS)

CounterPath www.counterpath.com

packet loss performance – Redundant data (RTP) • Secure – Encrypted (TLS) CounterPath www.counterpath.com 50

50

Questions

Questions

Questions
Thank you for joining us! • Thank you for joining us at this FierceLive! Webinar!

Thank you for joining us!

Thank you for joining us at this FierceLive! Webinar!

This webinar has been recorded and will be available on- demand within 24 hours. You will receive a notice when the recording is up.

Presenter:
Presenter:
recorded and will be available on- demand within 24 hours. You will receive a notice when
recorded and will be available on- demand within 24 hours. You will receive a notice when