Integration of Rich Communication Services
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Integration of Rich Communication Services Sebastian Schumann Slovak Telekom
7. November 2012. Berlin, Germany
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Slovak Telekom, a.s.
§ Slovak Telekom Group is the telecommunication market leader in Slovakia § T-Com, T-Mobile (merger in 2010), Zoznam, Posam
§ We provide fixed network services, mobile communications, Internet access + content, data services, CPE, ICT services (data center + cloud), radio and TV broadcasting as well as commercial call center services
§ The major shareholder is Deutsche Telekom AG, one of the largest telecommunications operators worldwide
§ Successful deployments in SEE as well as in DT group § One of the biggest national-wide deployment of NGN technology in Europe in 2004,
whole city migrated to all-IP NGN in 2007 § Fixed network IMS migration started in 2011 (class 5 replacement) § Leader in IPTV (since 2006) and providing also hybrid sat TV (since 2009) § Extensive FTTx deployments (370.000 households) § First Flash-OFDM deployment for mobile data in 2005
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Scope
§ Integration of Rich Communication Services § Converged (fixed/mobile) operator requirements § Integration of rich communications as an enabler for advanced IPTV services § Use cases and business perspectives of selected scenarios
Textbox Headline
§ What are rich communication services in scope of this presentation? § How can integration help to improve the perception of the “uncool” Telco? Can it? § Where do I see price tags to be placed in future network architectures?
Share my vision how and where “former Telco’s” can gain some ground in the ever-changing service landscape
Ideas from an operator for other operators.
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Our environment changes! Calling from the fixed phone.
§ (Younger) people barely use fixed phones anymore. § Telephone use per se is going done, however, only
legacy telephony use! § People talk even more, but through different channels
§ Mobile phone § Skype § Viber, Facetime
§ Still used in the corporate environment, but for how long? § Mobile phone § Lync
§ The demand for talking to a distant person remains, but is satisfied differently.
Image: http://www.dailymail.co.uk/news/article-2047625/Half-people-30-admit-using-home-phone.html
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Our environment changes! Family/friends in front of the TV
Image: http://theotherjournal.com/filmwell/2009/10/28/made-for-tv-filmwells-resident-telephobe-launches-new-series/
§ Households have multiple TV
§ “TV” is not watched on the TV anymore (shift to iPads etc.)
§ People are not gathering in one location anymore
§ The demand for watching movies, even “together”, remains, but is satisfied differently.
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Our environment changes! Choice of television program
§ In the past, people had printed TV guides (and even paid for it) § Set of channels § Movie information § Rating
§ EPG is a first step forward, but demand still not satisfied § Several ratings, discussion, link
to actors’ other movies, etc. § Differing per TV vendor,
per program supplier
§ The demand to know what currently runs remains, but is satisfied differently.
Image: http://vintagedisneylandtickets.blogspot.com/2008/11/disneyland-album-tv-guide-january-1955_14.html, http://telekom.sk
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Our environment changes! TV watching behavior
§ People used to meet in front of TV at a certain time
§ Evenings where scheduled acc. TV program
§ If people were not able to watch something, it had been explicitly recorded
§ People still watch content they want, but differently § On the place of their choice § At the time of their choice
Image: http://www.netflix.com. http://videoload.de, http://telekom.sk
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Why is there so much about TV?
§ Slovak Telekom launched TV apps and OTT TV a while ago § Television from Slovak Telekom marketed under the brand name “Magio” § Magio IPTV & SAT apps on ST’s own web based framework with non NGN IPTV -
including Hybrid TV interactive applications § Facebook § Video portal free.sk, sports app
§ Magio Go includes device- and access-independent access to many local channels § Web access § Mobile web access § Mobile app access
§ Includes access to control the set-top-box at home (e.g. for recordings)
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ST Magio Go – Operator OTT for multiscreen
§ OTT multiscreen service over any network § PC, mobile, iPhone
§ Profile detected based on IP access network § Additional service to Magio TV § 10 live TV channels § HLS adaptive streaming § PC browser, Android, iOS § Limited to Slovakia
§ (GeoIP)
Images: http://www.magio.tv
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Benefits of TV OTT
§ Customer has access to content he pays for – independently of the current location § Ideally also to TV archive/recordings
§ Extend reach of customers – IPTV not limited anymore to own access infrastructure § The inclusion of delivering TV off-net means also finding ways to deal with others
delivering TV on-net § Reduce amount of set top boxes (one of the most important cost factors for IPTV) § Local operators can use the local presence and country as specific advantages
§ Local content § Language
How can we apply our experience to communications – the current core business?
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Think user centric and redefine our terms
§ It is not telephony anymore, voice is only one of the communications means § It is not text messaging between phones anymore, it is multi-device on multi-net
multimedia messaging § Decoupling of network and service is now technically possible – since it is all IP
§ Service is accessible no matter how the user is connected § “Just add voice” to own apps is now an option
§ We started well off with taking TV to an OTT level, it has to continue with voice/messaging § Customer should not be limited by access or device to access operator services
§ Why can I not send SMS from my WiFi iPad? § Why can I not do phone calls incl. in my mobile phone bundle using my PC? § …
§ All of this could generate revenues for the service operator!
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Is RCS-e/joyn the way to go?
§ Maybe. § joyn as “chat for mobile phones” is – in fact – most likely not going to convince alone
§ Messages have different values and are exchanged differently than legacy SMS § Picture sharing is not done during a call but using Instagram
§ RCS-e as a platform may enable interesting use cases, if the concept is done right § Provide interfaces to extend basic service offers seamlessly § Messaging on the TV, interop with SMS, carrier billing
§ Phonebook, messaging integration on IPTV missing – why? § Presence ( ) is nothing scary anymore for the users, but not delivered – why?
§ Commonplace in communications applications, web sites, mobile phones for years
§ many applications can be enhanced with communications, joyn as platform/enabler is not a bad idea as such, but it is not the new SMS!
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Ideas
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IPTV – a disregarded communications opportunity
§ Seamless integration of IPTV services with regard to communications offer § Phonebook integration
§ Call initiation § CLIP on TV § Recommend via joyn
§ Use benefit of not requiring particular TV (not “smart”, not new, not connected) but offer this “smart” experience through set-top-box (“valuable” end device)
§ Make first integration experience of joyn communications enabler platform locally, to offer its capability later on to third parties
§ Example § Magio integration with Facebook § Telekom Deutschland Entertain integrations
§ Mediencenter, Shair
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IPTV – a disregarded communications opportunity ctd.
Sean Connery
Roger Moore
Pierce Brosnan
Daniel Craig
Phonebook
PSTN IMS
TelekomCloud
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Refurbishing Telco services for today’s world
§ New “former legacy” telecommunications services are currently just build acc. the previous requirements
§ When “rebuilding the PSTN”, Telco’s should at least “mash up services” using web services or consider integration with today’s services § Voicemail extension
§ Speech to text, SMS to mail § WAV file delivery via mail, web front-end
§ Call Forwarding or Do Not Disturb based on calendar information § Conferencing enhancement with web portal, mail invite, secure data store etc. § Televoting integration to IPTV
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Refurbishing Telco services for today’s world ctd.
Televoting
PSTN
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Full service experience packaged by Telekom
§ All services that are now only integrated using “bundled sales” can be fully integrated to offer device independent experience § Fixed/mobile converged communications § TV communications central § PC + tablet extension
§ Example § 1st step: Hometalk – use the “fixed line” on the mobile phone § Future possibilities
§ Provide convergence network-wise w/o separate app § Use “mobile services”, e.g. MyPhonebook, through TV at the “fixed line” or on WiFi § Permit seamless access to commodities like voice, messaging
through non-classical access/devices (e.g. tablet on WiFi, PC)
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What else can we do?
§ Permit integration as features in third party products using APIs § Do not only start integrating capabilities provided by Internet services, but also offer
own capabilities to be integrated § Sample:
§ Elaborate new possibilities that may bring § Support break-out to PSTN § Add joyn communications features – enabled by the platform, not a particular client. § Offer simple APIs to integrate what is missing on the app side
§ Stop thinking in legacy patters, evolve communications + services.
§ Don’t try to be “like OTT” without benefits users know from their proposition!
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The IMS and RCS does not change anything per se
§ Migration of legacy platforms is currently mainly cost driven § IMS is seen as the best alternative at the moment – following the legacy view of telephony!
§ What can Telco’s do once they have IMS or RCS infrastructure (for whatever reason) § Wrong: Look at what we can do with it. Create need or technical motivation.
§ joyn??? § Right: Check what we need! And what our customers need.
à Look how the IMS and transitioned Telco infrastructure can help. § Optimize processes and infrastructure § Find new business models § Consider the web (also with regard to payment options, feature activation, etc.) § Integrate, but offer also means to be integrated (messaging, voice)
Technology driven services and features are wrong!
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Summary
§ Motivation to rather act now than wait for the perfect standard § Utilize existing infrastructure § Integrate on the back-end/blend services
§ Development should happen for the future (with legacy support) and NOT to keep legacy logic and integrate it somehow with future systems
§ Northbound integration of IMS service layer should not be an option, but a must! § … and should be done with Web 2.0 technologies/protocols
§ The Web 2.0 is user centric and open to be extended with 3rd party applications – the Telco 2.0 should follow this approach
§ Integration on back-end (e.g. with IPTV, IMS services) is cheap and helps transition of the customer feeling of “Telco as single home communications provider”
§ Not only keep QoS on IP (“assure it’s not worse”) but increase QoE (“make it better”) § Integration is important (internally as well as opening for external access)
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Thank you. Sebastian Schumann Senior Designer Slovak Telekom, a.s. [email protected] +421 903 419 345
@s_schumann
sschumann
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References
§ http://newsroom.sprint.com/news/sprint-offers-personalized-names-as-alternatives-to-phone-numbers.htm
§ Thanks to Juraj Matejka, Eugen Mikoczy, and Tomas Sustr for contributing to preparing this presentation!