Assuring Innovation CONTENT AND CONVERGENCE THE PERFECT MARRIAGE.
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Transcript of Assuring Innovation CONTENT AND CONVERGENCE THE PERFECT MARRIAGE.
Assuring Innovation
CONTENT AND CONVERGENCE THE PERFECT MARRIAGE
Assuring Innovation
Glenn J. KiladisDirector, Marketing
Assuring Innovation
LogicaCMG today
• A major international force in IT services and wireless telecoms
• 20,000+ staff (3,000 in Telecom)
• 35 countries
• $3.0 billion revenues
• 40 years of experience in IT services
• A worldwide client base of blue-chip organizations
• Global Leader in Messaging, Mobile Content Delivery and Payments
300 Service Provider Customers Worldwide (270 Mobile Operators)
Assuring Innovation
Global Telecoms makes up nearly a quarter of LogicaCMG Business
Telco Solutions8%
Telco Product14%
Global Telecoms$659m (22%)
Energy andutilities
$476m (16%)
Industry,distribution
and transport$588M (20%)
Financial services$470m (16%)
Public sector$801m (26%)
GT is 2nd Largest Business
Assuring Innovation
Some Of LogicaCMG’s Major Clients
Assuring Innovation
LogicaCMG in telecoms…our Commitment to the Caribbean
Installations serving 23+ Caribbean, Mexican
And Central American Sovereign Nations
Member Since
2002
Assuring Innovation
Consumer trends for 2005
• More mobiles (1.3Bn) globallythan fixed lines
• Camera phones will outselldigital cameras
• Legal music downloads will exceed retail sales
• Growth of Wireless VoIP phone services e.g. Motorola launch VoIP Skype phone
Assuring Innovation
Wireless Market Trends – Mexico & CALA
• Wireless Subscribers in CALA is rising - annual rate of 25%... Forecast to reach over 186 million subscribers by end of 2006
• Wireless Data Latin America (Central America, Caribbean, Mexico & South America) set to jump from $200 million in 2002 to $5.3 billion in 2006.
• Caribbean is Morphing
– Liberalization means that new entrants and existing operators will co-exist
– Working towards Creation of the CSME (Caribbean Single Market Economy)
• Within Latin America, Mexico one of the largest growth markets
– Mexico's mobile penetration growth 6 percentage points over the next four years, reaching 46% of the population by the end of 2009.
– Mobile data revenue will reach $1.8 billion in Mexico by 2009
Assuring Innovation
The Opportunity for Operators
Basic texting$40bn (33%)
Picture messaging$6bn (5.5%)
Instant messaging; email$7bn (6%)
Audio & video messaging $3bn (2%)
Source: OC&C; Ovum; Strategy Analytics; Analysis; Yankee Group; IDC
Messaging$56bn
CorporateProductivity$9bn (7.5%)
Email & PIM$8bn (6.5%)
Internet access$2bn (1.5%)
Enterprise$19bn
Personalization$6bn (5%)
Music & Audio$3.5bn (3%)
Gaming$7bn (6%)
Video & images$5.5bn (4.5%)
Other$2.5bn (2%)
Entertainment$25bn
Informationupdates
$9bn (7.5%)
Video clipInformation$7bn (6%)
Locationinformation$3bn (2.5%)
Information$20bn
Assuring Innovation
Silo Questions
• Functional– What functions can be provided across silos?– How do cross-silo functions increase bundle uptake?– How do cross-silo functions increase ARPU?
• Value Focused– Which cross-silo functions are valued by customers?– Can a cross-silo function lead to a new bundle?– How is value migration modeled and reflected in the offer?
• Segment Focused– How are functions being added to target desired segments?– How do the cross-silo functions bring additional desired segment customers?
• Market Environment– What are the competitors doing, and how is the cross-silo function making the
bundle offer superior?– How agile and fast can new functions be added?– How accurate is visibility uptake / penetration / ROI models?
Assuring Innovation
Silos by Industry
• Silos of Diverse Technologies
– Video: Cable, Satellite, IP TV
– Telephony: Circuit Switched, VoIP
– Broadband / Portal: Cable, DSL also the Internet Portal
– Cellular: GSM (GPRS), CDMA (1XrTT)
Video Telephony Broadband Mobile
Assuring Innovation
Silos in Technology
IP SS7PLMNIP
MMS WirelessBrowsing
Voicemail SMS
IP
The Next Service…
Rating &Charging
CustomerProfiling
Rating &Charging
CustomerProfiling
Rating & Charging
CustomerProfiling
Rating &Charging
CustomerProfiling
Rating &Charging
CustomerProfiling
Ne
two
rk &
Ser
vice
pro
vid
er
Reality in Many Networks
Assuring Innovation
Network connectivity and the construction of a content delivery and messaging architecture is a means to an end…
users want access to their services, content, applications
Any time, Any where, Any Device
They don't particularly care over what kind of network they travel, how we do it and they do not care about industry
acronyms we all use.
Assuring Innovation
Convergence Trends for 2005
Convergence in Multiple Areas of Telecom
1. Technology Architecture (voice and data)
• Movement towards IP
• Converged Messaging Applications and content delivery via IMS leveraging IP and SIP
2. Simplifying Content Development for delivery to multiple platforms
• Content Anywhere, Anytime, Any Device
3. Operators Bundling Services across traditionally separate “Silos” to Increase Customer Loyalty and Overall Revenue
“Triple or Quadruple Play” Bundling
Video
Broadband / Portal
Telephony (VoIP, LD or Fixed Line)
Cellular
Other Bundling Models…
Local Telephone Long Distance Mobile Television CPE and in-house wiring Other bundled services (etc…)
Assuring Innovation
Convergence & Content
• Introduction new services = creation of networks based on several silos.
• Silos span various business structures, platforms, content delivery systems and technologies
• We need to recognize these silos as we plan for next-generation migration.
• How and what should we address to achieve the best benefits of the next-generation solution?
Cingular’s 4th Quarter Earnings (ended December 31, 2004) saw strong growth in data ARPU by 65%
Primarily fueled by text messaging, mobile instant messaging, mobile email, downloadable ringtones, games and photo messaging.
Assuring Innovation
Portable Mobile
Current Content Delivery SystemExisting Silo Approach
Fixed
Mobile Broadband and Wireless Broadcast
Services and content specific to device and delivery system
Assuring Innovation
The future of telecoms - unprecedented convergence
FixedMobile
IP to all devices over all delivery systems
Mobile Broadband and Wireless Broadcast
Content and services repurposed for all devices
Assuring Innovation
Proposed IMS Interface for car shot
Sample “UNIFIED INBOX” of the Future
Assuring Innovation
Evolution of key services
VoiceVoice
SMSSMS
MMSMMS
VoiceVoice
DataData
DataData
Current Services Next Generation Services Any Application
Next Generation Initiative
Assuring Innovation
“There is huge
pressure on operators
to change the way
they deal with voice
and data, and the
convergence of the
two……”
Assuring Innovation
Back to IP
• IP technology is changing market dynamics
– Low OPEX and CAPEX
– Thus attracting new entrants
– Combined with WIFI, IP provides alternatives
• IP and is the foundation for the mobile operator’s “flexible data service strategy”
• Migration to IP service networks needs to be managed carefully in order to garantuee continuity
Assuring Innovation
ProducersAuthors &Developers(GUI, Encoding)
AggregationPublishing& Marketing
ISP’s
MVNO’s MobileOperators
WirelessOperators
Broadcaster
Cable TV Companies
Content Creation ContentDistribution
Service design& creation
ContentDelivery
ContentUser
Content Assets
OptimizationCompliance Management
Content Value Chain
Assuring Innovation
2.5G & 3G Supported by IP Content Delivery... Breeding ground for new services
• Video Content in the palm of your hand
• Video Ringtones
• Video Chat
• Remote Surveillance and Diagnosis
• Fixed and Mobile Video Calling
• Video Call Completion
• Video Gaming and QuizzingThe Olympic Case
• Gold Medal Alert
• Live results
• ‘Famous Quotes’
• Olympic Bloopers
• Collectable Clips
• ‘Golden Moments’
Assuring Innovation
Video will play an increasing role
The true power is in synergy
MMS
Video Messaging Person to Person
Content to Persons
Multimedia Album
Video Communications Person to Person, fixed and mobile
Person to Persons
Call Completion
conversation
Video Portals Live and stored content
Streaming and Downloading
2.5G and 3G Mobile
browsing
Assuring Innovation
Three Phases of Successful Bundling
1. Product Portfolio
– Common Relationship Provided By Advances in Technology and/or Changes in Government Regulation
2. Common Touch and Feel (User Experience)
– Common Branding, Terminology, User Interface Similarities
3. Integration
– Unifying content delivery
– Providing Additional Utility to the Subscriber by Increasing the Ease of Use, Functionality and Price Point of the Overall Bundle
– Fighting Price Erosion Inherent in Bundling
– Increasing Stickiness
Assuring Innovation
Convergence in Messaging and
Content Delivery
Assuring Innovation
Proposed IMS Interface for car shot
Sample “UNIFIED INBOX” of the Future
Assuring Innovation
Convergence in Content & Messaging Cingular & SBC
•Manage and listen to wireless and fixed line voice mail messages from a computer with Internet access.
•Receive fax messages… forward them via email or print them out using your computer.
•Read email anywhere, anytime over the Internet from a computer.
•Listen to your voice messages, email messages and fax headers over fixed or wireless line
Assuring Innovation
New World Old World
Assuring Innovation
Network Provider
TelecomsQuality
Commodity
Service Provider
ITFlexibiltyValue
From Present: Silo Content & P2P
Telecoms & Service Provider
TelecomsQualityValue
FUTURE SERVICE PROVIDER ARCHITECTURE
To Future: Horizontal
Assuring Innovation
Step 1 – Enabling a device aware architecture
SS7
SMSC
OAM
Provisioning
Charging
ESMEs / Applications
SS7
SMSC
OAM
Provisioning
ChargingSS7
SMSC
OAM
Provisioning
Charging
MSC/STP MSC/STP MSC/STP
IP
SS7GW
SS7GW
MMSC
Messaging Proxy
GGSN
CustomerCare
Reporting
Centralising common componentsEnable all IP infrastructureAdd horizontal components
Assuring Innovation
Assuring messaging innovation in IMS
• IMS poses challenges for operators:– business case for investment in IMS technology
– migrating the current network and protecting investments
– assuring interconnectivity for all customers
– assuring value and user experience in a changed world
• Messaging Application Server (MAS) fills a currentgap in the current IMS space providing storage,gateway and presence capability and offeringan enhanced user experience
Seamless Migration Strategy is Key
Assuring Innovation
The Operator Challenge - Charging for Messaging and Data Services
Assuring Innovation
Exploiting the Content Value Chain & Convergence
IP framework for Messaging & Content Delivery, enables OPEX reduction, and horizontal introduction of services that level silos
Assuring Innovation
IP & Information Flow = Power
Total Visibility
Assuring Innovation
With IP Comes Intelligence
Assuring Innovation
BUSINESS BENEFIT
Assuring Innovation
CONTENT AND CONVERGENCE: HAVE THE RIGHT DELIVERY ARCHITECTURE
GO TO MARKET WITH THE RIGHT CONTENT DELIVERY ARCHITECTURE
39
Glenn Kiladis Director, Marketing