Leveraging WIN-WIN ECHOSYSTEM of MOBILE VAS

in OTT ERA

5th March 2013

RADHAKANT DAS @dasradhakant

The OTT service creating huge usage growth. Which otherwise was not existing.

It is customer who has chosen the OTT services in-spite enough efforts made by TELCOs

It becomes so cool that, Kids discover more features of OTT service than the adults.

OTT services, delighted them continuously with cool features .

Even though some countries have free SMS services, users prefer to use cool OTT messaging.

Self portrait of an OTT enthusiast/ developer.

I am an Artist who does technology for fun.

The whole floor of State of Art technology now belong to Artists

The Umbilical

O

T

T

Op

erat

or

Care Trust

Respect for Privacy Reliability

Cool features, Utilities

Stronger ,Trusted OTT overpowers the umbilical between Operator and Consumer

It still takes 6 months from Idea to service launch in TELCO environment, where as in OTT world that’s the life of service in most cases

Innovation has not moved away from TELCOS , What majorly differentiated it from OTT was

Already OTT players pay a percentage of their revenue to the app stores that distribute the products. That's some times as high as 30 percent of OTT revenue.

A carrier could step in get revenue over and above the data pipe usage by creating the differentiation in service prioritization, extending Network APIs

and doing the distribution, too.

Create Differentiation.

Network API will

Facilitate Velocity of creation

Typical Network APIs already started in some of the larger operators

–Messaging

–Location information/Positioning

–Rating and charging

–Top-up

–Balance and service profile query

–Presence

–Service delivery control

–Service Authentication http://developer.verizon.com/content/vdc/en/verizon-tools-apis/verizon_apis.html http://developer.sprint.com/dynamicContent/lbs/ http://six.sg/developers http://www.developer.airtel.in/wps/portal

• OTT is global, in most cases TELCO is local

• Global service with local flavor and convenience already popularizing the innovations in OTT.

Examples - local currency, language , Culture, Common wallet ,

Imagine a mall, all the flashy stores are owned by OTT players and are packed with colorful, highly desirable

But the route to the mall, the highway , the billboards, care, billing and signage that lead users to different parts of the mall is the property of the mobile operator.

The value in this ecosystem will always be transitory and shifting.

OTT players and Carriers have to move continuously since any “safe space” they recently occupied is, in fact, never secure.

Emerging OTT Areas Im

pac

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Fin

an

cia

l an

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Operator ability to Influence

Strong Limited

Significant

MESSAGING

CLOUD

Multimedia Entertainment

VOICE

Connected Life

Operator’s edge on Voice OTT • Awareness on state of call.

• More than 30% of call states are wrongly

reported in VOIP –OTT solutions. Ability of Mobile operators on understanding the call state is far ahead. Living with it since beginning

• Uninterrupted calls using the real time info of Network access .

• Bidirectional Call delivery capability.

Operator Policy

functions

Voice traffic

Auto update of installed programmes

Social network, Email feeds

Only Operator can shape the mission critical traffic to deliver the desired user experience

Undesirable events share resources during a VOIP call.

Internet

Operator areas of influence………

• Managing Device resources can compensate the throughput requirement to a considerable extent .Sometimes up to 50%

• High throughput but less managed jitter, packetloss and retransmission algorithms may not help.

A suitably designed Voice and Video Engine with smartly selected and integrated CODEC can really take care of both device resource constraint as well as network issues.

It has been quite long since

VOICE≠ Telephony

In Past ,

All voice calls were phone calls and almost all phone calls were voice

VOICE = Telephony+ Voicemail+ Conferencing+ PTT+ Video

Coming days will soon see

Voice always associated with Context

Voice + Telephony+ context+ sense+

Video + Gaming + Surveillance+ Social Voice+ TV Voice

WEBRTC is being watched closely as this future enabler

Operator Opportunity in exploring Middle ware to

• Provide Service Over and Above OTT.

• Aggregation of OTT services and connect the dots to summarize for customer

• UNICAST, MULTICAST, BROADCAST

Opportunity in Respecting the Customer privacy

Device SIM authentication with unique Doctor ID- Launched by ORANGE and MORPHO

Doctor can see private health records of patient which was so far the issue in M2M Health

As an industry, we can chase moving targets and set up our own operating systems, app stores and services (we have tried all that) - or we can focus hard on becoming the end user’s dependable guide.

“The service, which began under the name VCast Video in 2005, offers video from a variety of sources for a daily or monthly fee. On Dec.’12 the carrier discontinued it in favor of Viewdini, a service it launched in June’12. Viewdini helps subscribers find content from third-party sources such as Netflix and Hulu Plus but doesn't deliver any video itself”….Verizon News Clip

THANK YOU

Radhakant Das Vice President , Technology and VAS PT. Bakrie Telecom, Indonesia radhakant@bakrietelecom.com

@dasradhakant