To IMS or NotShould Service Providers Integrate WebRTC to IMS or Separate

• Dean Bubley

• Disruptive Analysis

June 2014 Copyright Disruptive Analysis Ltd 2014

Two charts you’ll never see…Calls by purpose

Gossip

Meeting up

Flirting

B2C Cust Svc

B2B internal

Spam

Showing off

Work

Wasting time

Must have

Nice to have

Meh. I want free

I'll call back

Importance of QoS, % calls

Diagrams are illustrative, not actual data

Telecom industry doesn’t understand demand for its core productMakes it impossible to defend vs. competition & substitution

June 2014 Copyright Disruptive Analysis Ltd 2014

Standards & interoperability aren’t everything

Standard & interoperable

Silo or proprietary

Transport(calls) Value-adds

(conferencing, 1-800 etc)

Transport

Value-adds (Cloud, context, analytics etc)

Much (not all) future voice value derived from silos or proprietary implementations

June 2014 Copyright Disruptive Analysis Ltd 2014

RCS/joyn… epitomises flawed thinking in telecoms

Attribution (Creative Commons): https://www.flickr.com/photos/dhollister/2596483147

June 2014 Copyright Disruptive Analysis Ltd 2014

For some users, Quality = “cuteness” not QoS

Panel Participants

• Russ Coffin – Huawei

• Doug Tait – Oracle

• Graham Holt – Daitan

• Mike Trank– Apex Voice

Russ Coffin

Huawei

Decision Point: To IMS or NotShould Service Providers Integrate WebRTC to IMS or separate

WebRTC Conference2014 06 19Russ Coffin - Strategic ArchitectHuawei Technologies USA

Dean Bubley blog, June 13, 2014

“ I suspect we'll get to rehash some of the same arguments about IMS again, although hopefully the fervent & innovative web/IT-centric atmosphere will permeate a few telco-academia brainwashed skullsand osmose into the legacy mindsets about service creation....”

And the answer is …• CAN you integrate IMS and WebRTC? Cost Effectively?

– YES and YES and in 2014 – incremental products & services available – integrated or standalone– Standards understood and available - standards ongoing

• 3GPP TS 23.228 V12.4.0 (2014-03) and others• Policy & QoS

– Back Office (Provisioning, Billing, Maintenance, Support) is key but also understood and available

• SHOULD you support WebRTC on IMS?– MAYBE, MAYBE NOT

• What RTC components are needed for the service? Native, WebApp, or Hybrid?• if (IMS = existing OR planned) then YES (probably); eg. WebRTC-over-LTE, PacketCable2.0, RCS, …• If (PSTN Connectivity = required) then YES (why not); eg. GrandMother’sPhone WebRTC-Call Center, Centrex, …

– depends upon the BUSINESS SEGMENTS AND CHANNELS

• Do you have to choose one? – Both, either, neither; first one then the other– pick a level of synergies/reuse– Choices based upon business model and organization structure

What carrier opportunity with this new technology?

• Phone(app) replacement/alternative• Carrier VoIP alternative i.e. OTT some other carrier• Internal – CRM, ERP, just like any other enterprise• Hosted Enterprise VoIP “CPE-less” “truckroll-less”• Hosted Enterprise (IaaS/PaaS/SaaS) WebRTCServer + Professional Services

– RTC as “Spice” with full PSTN interconnect and QoE• Enterprise Wholesale WebRTC GW carriage better than “best effort”• M2M, M2X, RTC as a “Service Segment”• Multi-Screen• Part of the bundle• Many More …

Same Technology – Different Business and Market Channels

IMS X

IMS Integration

3GPP TS 23.228 V12.4.0 (2014-03)

HSS

Provisioning

PSTN

Vendor/Carrier

Incremental, Software Only, Existing BackOffice & Maintenance

E2E Service Development Ecosystem• RTC engine – native

app

• WebRTC GW –WebApp

• NorthBound Open APIs

• Integrated Provisioning

• E2E Trouble Shooting

• “Service Session” persistence

Modern Service: Multi-Device/Access/Screen/Anywhere; Hybrid

AS

IMS Core

CaaS Management Platform

common web interfaces e.g. SOAP, RESTful, XML, CDR…

SIP over Gm interface

Conference Voice/IVR RCS

BW Control (PCRF)

ENUM I/P/S CSCF

HSS

RTC SDKVoice/Video Contacts IM/File

Conference Others…Presence

OSS/BSS

SPG

NMS

CCF

OMS

Partner Ctl

App Ctl

API Mgt SLA Control User Mgt

Auth Others…Portal

Enterprise Market Niche Market

Application Layer

API (JS, php, Ruby…)

API

Vertical Market Consumer Market

UNI GW (WebRTC, RCS)

3rd Party Capability

SSO/Identity (HSS)

Consulting & Operation

Services

Vertical Market Use Case 1: Tele-medicine

Key Relevant capabilities:• Voice call

• Video call

• Instant Message (1-1, 1-M)

• IM-SMS

• File transfer/document sharing

• Video/Image//location sharing

• Presence

• NAB

• History (incoming, outgoing and missed calls, etc.)

• Conferencing

• Screen sharing

• Whiteboard

• Calendar (e.g. see meeting attendees, meeting

invitation, scheduling voice and video conferences,

etc.)

Required IMS components :• WebRTC GW

• TAS (optional for sequential/simultaneous alerting)

• RCS AS

• Conference AS

Key differentiators of Telco WebRTC:• Carrier-grade high QoS

• High reliability

• Global reach-ability and interoperability

• Single ID (reuse Telco ID)

• Reuse network capabilities (charging, LI etc.)

End user

Tele-medicine service provider

Operator

•Service fee•Comm. fee

Number/traffic wholesale fee

Promotion

Promotion

Biz.

Model

① ②

Attending Dr.1 (PC, WebRTC)

Consultant Dr.2(PC, WebRTC)

Patient (PC/Pad, WebRTC/RCS)

(Voice/video call, whiteboard, monitoring data, IM, FT)

Remote Diagnosis Remote Monitoring and Triage

Patient (Sensor/Pad, RCS/WebRTC)

Ambulance (RCS client）

(voice, monitoring

data, IM, FT, location info)

(IM, location info)

Conf. (optional)

On-duty Dr. / Medical call center (PC, WebRTC)

① ②

Vertical Market Use Case 2: Online Customer Service

Key Relevant capabilities:• Voice call

• Video call

• Instant Message (1-1, 1-M)

• IM-SMS

• File transfer/document sharing

• Video/Image//location sharing

Biz.

ModelOperator

Online Customer Service Provider

Comm. fee

End user

Promotion

API integration fee

Key differentiators of Telco WebRTC:• Carrier-grade high QoS

• Global reach-ability and interoperability

• Single ID (reuse Telco ID)

• Reuse network capabilities (charging, LI etc.)

Car Insurance Call Center Remote Trouble Shooting

(Video sharing/ picture sharing)

Locale client (RCS)

Heavy vehicle company Maintenance center

(PC, WebRTC)

Driver’s client (RCS)

Agent’s client (RCS)

Video call

Location share/ IM

Insurance console (PC, WebRTC)

Required IMS components :• WebRTC GW

• RCS AS

Vertical Market Use Case 3: Video Surveillance

Key Relevant capabilities:• Video call

• IM-SMS

① ②

Biz.

Model

Key differentiators of Telco WebRTC:• Carrier-grade high QoS

• High reliability

• Global reach-ability and interoperability

• Single ID (reuse Telco ID)

End user

Industry provider

Operator

•Hardware fee•Service fee

Monthly fee

Revenue sharing

Promotion

(Video call)

Owner’s client (PC/Pad/Smartphone, WebRTC)

IP Camera (RCS)

HomeStore Kindergarten

IP Camera – Dial to see IP Camera – auto alarm

(Video call)

Owner’s client (PC/Pad/Smartphone, WebRTC)

IP Camera (RCS)

(SMS)

Hi, there is some abnormal situation in No.3 shop, to see it now please click here, to play back please click here.

Required IMS components :• WebRTC GW

IMS or Not? Basic Questions

• Have or plan to have IMS?

• PSTN Interworking required?

• Who is customer (who pays? subscribes? causes pain?)

– End User, Enterprise, No One, …

• Channel to Customer and Business Model?

• Part of basic Subscription Bundle?

Summary

• IMS and WebRTC integration is simple and cost effective and available now

• If you need PSTN interworking, you need something or someone who looks like IMS

• RTC is no longer a service – just a service segment -bigger than just IMS+WebRTC

WebRTC and IMSWhat matters

Douglas Tait

Director Product Marketing

IMS

Bridging the Gap

IMS

Bridging the Gap:The quick fix

“… so many boxes! …What about the experience?”

- Serge Lachapelle, Google

To IMS or not to IMS?

+ =(Vo)IP

Applications Network Cool Service

+ =IMS

Applications NetworkSame Cool Service

A Telco approach to WebRTC: ….bolt a Webrtc interface to my IMS…

... Which delivers, another phone

BobAlice

P2P

The Evolution

Phase 1:Simple P2P

Phase 2:Add Magic

BobAliceP2P

The Evolution – Cool Services

Phase 2:Add Magic

Presence/Identity

Location

video/transcodeConferencing

Emergency

IMS? -Its all about the experience

Thank You

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Questions (hidden)