Post on 11-May-2015
description
On Standards, Identity and Telco Strategy
CTO, Voxeo LabsSoftware Developer for 15 years10 Years Designing Telco APIs
@loopingragejose@voxeolabs.com
Headquartered in Menlo Park, California
Creators of Tropo.com
We bridge the gap between Telco and Web
Editors of the WebRTC Specification
http://voxeolabs.com
WebRTC is a new API for embedding real-time communications into web sites and browser-based applications
Voice, Video and even Screen Sharing becomestandard capabilities of the modern web browser
Generous Donation of Codecs and Media Framework
http://webrtc.org
WebRTC is more than an API...
It’s a simplified profile for real-time communications on the Web
Expect a wave of ‘WebRTC-compatible’ devices and non-browser platforms
Mobile, desktop embedded systems will soon begin shipping with compatible stacks, thereby increasing the already staggering number of RTC-ready platforms and devices.
API or VoIP 2.0?
✓ ‘Calling’ becomes a common feature within social networks and business applications like Facebook, LinkedIn, and SalesForce.com
✓ Company websites become the contact center (i.e. real click to call)
✓ Tons of new collaboration and ‘virtual meeting’ sites will give products like GoToMeeting and WebEx a run for their money.
✓ Mobile games makers will further incorporate live video and real-time image processing to provide immersive augmented-reality experiences
✓ Home surveillance and remote monitoring are more convenient and affordable as sensors, video codecs and network stacks become commoditized
✓ Expect terms like ‘life streaming’ and ‘crowd vision’ to enter the our lives
Impact of WebRTC
Standards Track
RTP/SRTP
SDP
ICE/TURN
Codecs
DTLS
JavaScript Bindings
<video> <audio>
GetUserMedia
PeerConnection API
DataChannel API
WebRTC RTCWeb
Video. Let the games begin.
ROAP vs JSEPROAP was the initial attempt at providing an offer/answer model for WebRTC. After some experimentation the working group concluded that ROAP put too much state in the browser making it difficult, and in some cases impossible, to implement a variety of advanced use cases and failover models.
JSEP was introduced in Feb‘2012 to address these shortcomings and is now the standard model for setting up PeerConnections
A great retrospective can be found in the JSEP proposal:http://tools.ietf.org/html/draft-uberti-rtcweb-jsep-02
APIs + Protocols
getUserMedia()
getUserMedia()getUserMedia()
MediaConstraint
getUserMedia()getUserMedia()
PeerConnectionMediaConstraint
Caller creates new PeerConnection
• Invokes getUserMedia()
• Adds Stream to PeerConnection
• Sends stream ‘description’ to remote party
Callee received description and invokes createAnswer()
• Sends his own description to caller
Caller uses remote description to complete the connection
Putting it all together...
GetUserMediahttp://simpl.info/getusermedia/
PeerConnectionhttp://www.simpl.info/rtcpeerconnection/
MediaConstraintshttps://code.google.com/p/webrtc-samples/source/browse/trunk/demos/html/constraints-and-stats.html
Screen Sharinghttps://webrtc-experiment.appspot.com/Pluginfree-Screen-Sharing/
Face Recognitionhttps://github.com/auduno/headtrackr
Demos
WebRTC Signaling
This is a common misunderstanding
WebRTC enables peer-to-peer media but the connection must still be setup via some form of signaling.
Typical signaling involves the help of a web server with enough context to route session descriptions to each participating browser or network.
Signaling?!?I thought WebRTC was P2P!
Bob Alice
1 2
5
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Web Thingy
WebRTC Signaling Triangle
It’s whatever you want :-)
WebRTC does not specify a signaling protocol
The reasons are simple:
• WebRTC is a media technology (i.e. not just for calls)
• SIP is flexible but way too complicated
• Many sites like Facebook already do signaling
So what’s the protocol?
Bob Alice
Bob likes your status “Finally!”
Facebook Signaling
Call Alice Bob is Calling...
Bob Alice
Facebook Signaling
Web signaling introduces new challenges not generally addressed by traditional signaling protocols
Some dimensions to consider when shopping for a WebRTC stack:✓ Single Sign-on✓ Connection Resume✓ Multi-endpoint Registration✓ Mobile Notifications / App ‘Background’ Support✓ Chattiness / Battery Life
Picking a Web-signaling protocol
Identity + Addressing
Anonymous Identity
Web Identity
Telco Identity
Googlehttp://dominos.com
Dominos Pizza
Call Now
(800)
DOMINOS
Web Ordering. Sponsored Calls.
http://meet.here/e1qn7
URLs = Conference Rooms
Anonymous Identity
Web Identity
Telco Identity
Googlehttp://socialsite.cool
Social Network
Googlehttp://socialsite.cool
Social Network
Bob AliceSan Francisco New York
Call Now
Call NowPlease describe the accident:
Jorge Rodriguez Acct #772635
Call Now
Need help? Click to speak with an agent.
“Hello Mr. Rodriguez, I see you got into a fender bender... “
Web Identity = Web Context
Anonymous Identity
Web Identity
Telco Identity
Telco Identity = Web Reach
Web Partners = Subscriber Value
Answer Ignore
Robert Scoble
* AT&T logo used as a placeholder for demonstration purposes
Frameworks + Gateways
WebRTC Gateway
WebRTC Client SDK
SBG
CSCF
MobileGW
HSS
The lack of signaling coupled with incompatibilities between WebRTC implementations has created a need for libraries and frameworks to accelerate development and lower the barrier of entry for new applications.
Just as jQuery normalized HTML rendering and event models between browsers, this new wave of WebRTC frameworks will provide longevity and backwards compatibility for developers; allowing them to focus on features and creating value for their users.
WebRTC Frameworks
WebRTC Frameworks
http://webrtc2sip.org
http://resiprocate.org
http://phono.com http://js.att.io
http://zingaya.com
http://tokbox.com
Open Source Commercial
WebRTC Gateways are server-side nodes that bridge Web clients into an existing network (e.g. Telco or Enterprise)
WebRTC Gateways will often perform basic protocol conversion and media adaptation to ensure that both side can communicate without modification (e.g. converting from SRTP to RTP)
However, not all gateways are created equal. Simply delivering SIP to the browser and performing basic media conversion does not make for a quality user or developer experience (especially on mobile).
Be sure to find a vendor with equal Web and Telco experience.
WebRTC Gateways
What is the signaling protocol? How well does it work on mobile connections and what is the impact on battery life?
Does it was with both IMS and legacy MSC/CS network?
What identity models are supported? Telco only? Is that OK?
What codecs are supported? Opus to the endpoints is key for a quality experience.
What happens when users close their browser tab? How long does it take the network to realize it’s gone?
How are users authenticated? Do they have to log in twice? How are credentials treated in the browser? Are DTLS certificates used to verify identity?
What about mobile? How are incoming calls signaled when the app or browser is in the background?
And most importantly: how quick can my vendor apply fixes and updates? WebRTC is still evolving but the telco industry can’t afford to sit and wait. Gateway vendors must be able to adapt quickly to web browser changes, regressions and incompatibilities.
Gateway Evaluation Criteria
Telco Landscape
© Voxeo Corporation© Voxeo Corporation© Voxeo Corporation© Voxeo Corporation | CONFIDENTIAL
Today - Innovation on Devices
42
Developers Consumers
Carrier CarrierYourNetwork
© Voxeo Corporation© Voxeo Corporation© Voxeo Corporation© Voxeo Corporation | CONFIDENTIAL
Today - OTT Players
43
Infrastructure
YourNetwork
Services
© Voxeo Corporation© Voxeo Corporation© Voxeo Corporation© Voxeo Corporation | CONFIDENTIAL
CaaS - Communications as a Service
44
Developers
WebRTC
AppsAPIs
Subscribers
YourNetwork!
Telco API Strategies
HSS
© Voxeo Corporation© Voxeo Corporation© Voxeo Corporation
46
Strategy #1 - Network Exposure
I-CSCF P-CSCFS-CSCF
Location Payment Voice Messaging
Developers
APIs
Network
$
13
© Voxeo Corporation© Voxeo Corporation© Voxeo Corporation
Use Cases: User Calls App
Conference Line
Contact Center
Self-Service
Conferencing
Surveys + Voting
Info LookupVoice Search
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© Voxeo Corporation© Voxeo Corporation© Voxeo Corporation
Use Cases: App Calls User
AppointmentReminder
Click-to-Call
Emergency Response
Appointment Reminder
Voice Broadcast
Security VerificationConditional Dial
This is the most common API approach being taken by carriers
The idea is simple: open the network and charge for transactions and usage.
The main targets for this model are:• 3rd Party Developers - Long Tail and Enterprise Customers
• 2nd Party Developers - Cloud Partners and System Integrators
• 1st Party Developer - Internal Teams use APIs to launch services
The challenge with this approach is that the focus is on the network instead of users
Networks are becoming commoditized. Aligning a strategy around the network does not create incremental value for end users.
Strategy #1 - Network Exposure
Strategy #2 - User Centric
Rather that build a platform around the network, start with amazing services and then build a platform / developer ecosystem around your users
Model repeatedly proven by Internet companies• Facebook was a website before it was a platform
• LinkedIn was a website before it was a platform
• Apple set out to build the world’s coolest phone before even considering an App Store
Happy users attract developers. Developers and apps attract more users.
Strategy #2 - User Centric
Users are the operator’s most valuable asset
Users represent data and potential customers for developers
In other words... users attract developers
Ameche enables developers to enhance the mobile experience thereby creating value
Value comes in the form of user satisfaction, new users and new revenue
Happy users produce more users; which attracts more developers
The cycle creates a positive network effect
User-Centric Network Effect
Developer Developer Portal Operator CMO Network Apps Catalog Subscriber
Users Attract Developers
* AT&T logo used as a placeholder for demonstration purposes
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© Voxeo Corporation© Voxeo Corporation© Voxeo Corporation
CRM Integration
The ProblemSales people forget to log their calls in their CRM (e.g. SalesForce.com) resulting in incomplete analytics and missed business opportunities.
The Solution - Integrated Call LoggingWhen a sales person receives a call, this triggers a look-up using the called number and preferred CRM package. If the number matches one of the clients’ phone numbers, this creates a further trigger to display the calling client’s information. In addition, all communications with clients are recorded and uploaded in real-time to Salesforce.com or the preferred CRM package.
Retail Price - $5-7 per user/month
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© Voxeo Corporation© Voxeo Corporation© Voxeo Corporation
In-Call Assistant
The ProblemTaking notes while driving is dangerous. What if you could activate an in-call assistant to take notes, transcribe the call to text and send you an email or MMS message when you hang up?
The Solution - Voice Activated In-Call AssistantThrough the power of your voice: record calls, take notes that upload to Evernote, listen and send email / SMS / IM / Tweet / to do list / blog posts, receive whisper meeting alerts during calls that only you hear, add people to calls, divert calls to other devices, check your calendar to add or change appointments, and lots more…
Retail Price - $1-3 per user/month
“Record this call”[CHIME] “This call is being recorded...”“Recording sent”
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© Voxeo Corporation© Voxeo Corporation© Voxeo Corporation
Social Weaving
The OpportunitySocial Networking sites like Facebook and LinkedIn have changed the way people communicate. Rather than fight this movement, operators have an opportunity to integrate the mobile experience with these services to create brand continuity and stickiness with consumers.
The Solution - Social Call Activity. Social Caller ID.With Ameche, operators can weave real-time voice and text conversations into social streams. For example, a service can be created that logs call activity and SMS messages to the user’spublic or private activity feed on Facebook, allowing then to see all their conversations in one place. Called you mom on her birthday? You get a ‘good daughter’ badge :-)
Another service could trigger a real-time call Social Caller ID window on LinkedIn with the caller’s profiles and latest activity steam. Ameche makes these types of real-time interaction very simple for operators to deploy using public APIs.
Thank You!
voxeolabs.com