unified messaging ‘2005
TRANSCRIPT
LEADINGTHE FUTURE
2Telefónica Móviles EspañaServices Development
Index
01 Unified Messaging revisited
02 Unified Address Book
03 Handset vs. network… let’s go hybrid
LEADINGTHE FUTURE
3Telefónica Móviles EspañaServices Development
INDEX
Unified Messaging
revisited
01
LEADINGTHE FUTURE
4Telefónica Móviles EspañaServices Development
The “original” Unified Messaging
n The traditional equation:UM = voice mail + email
n Seemed so compelling…n Two popular services togethern Innovative and attractiven Cost advantages in theory
n But it didn’t workn No clear selling pointn Too different services and technologiesn Cost disadvantages in practicen Created for fixed, not suitable for mobile
01
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So we forgot Unified Messaging…
n … and developed many new services beyond voice mail and email
01
SMS MMS BrowsingVoice
VoiceMail SMS Store
Web SMS
Legacysupport
MultimediaAlbum
VoicePostcards
Lost Callsalerts
Downloads
Mobileemail
Postcards
Chat Community
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And inside each service…
n … wstored messages on behalf of our users
01
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And this is what we got01
SMS MMS BrowsingVoice
VoiceMail SMS Store
Web SMS
Legacysupport
MultimediaAlbum
VoicePostcards
Lost Callsalerts
Downloads
Mobileemail
Postcards
Chat Community
Calls Messages Messages Messages
Messages Messages Messages Messages
Messages Messages Messages Objects
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Yes, you guessed what’s next01
SMS MMS BrowsingVoice
VoiceMail SMS Store
Web SMS
Legacysupport
MultimediaAlbum
VoicePostcards
Lost Callsalerts
Downloads
Mobileemail
Postcards
Chat Community
Messages
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9Telefónica Móviles EspañaServices Development
It’s the time for Unified Messaging
n Clear, tangible benefits for the customern Suitable technologies and providers availablen Oriented to mobile world
n Real cost advantages to be foundn A good “excuse” to improve existing servicesn Voice mailn Multimedia albumn Mobile email
n Good foundation for new servicesn Video mailn Instant messaging
01
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What is needed to communicate?
n Something to say or send
n Somebody to contact with
02
The more “somethings” and “somebodies” our customers can reach, the more they will communicate and enjoy
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Current address book limitations
n Need for more spacen More entriesn More fields per entry
n Need for safety and continuityn At risk in the SIM and even more in the phone
n Non available for Value Added Servicese.g. postcards service require manual typing of the destination’s mobile number
02
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Enhancements required02
n Network supportn Virtually unlimited spacen Permanent, safe storage of all the entries
n Local storage in device of frequently used entriesn Accessible from Value Added Servicesn VAS benefiting from Address Bookn Address Book being fed by VAS
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The perfect companion for UM02
SMS MMS BrowsingVoice
VoiceMail SMS Store
Web SMS
Legacysupport
MultimediaAlbum
VoicePostcards
Lost Callsalerts
Downloads
Mobileemail
Postcards
Chat Community
Messages Address Book
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15Telefónica Móviles EspañaServices Development
Dynamic Address Book
n So far, address book is a passive repository. New entries have to be manually, explicitly entered by the address book owner.
n Value added services can feed the address book to boost contact-ability
Some examples:n Shared AB / delegated AB / company directoryn Public directories / Community servicesn Viral propagation of virtual cards:n Mutual exchange (Plaxo-like model)n Associated to traffic (like in Instant Messaging
and email)
02
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INDEX
Handset vs.network
...Let’s go hybrid
03
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Where to store
n Unified messaging and address book services offer storage for personal contents: messages, contact information, photos, phone calls, calendar…
n Where should this personal data be stored?n In the device?n In the network?
n Each option alone is insufficientn Combination of device and network storage can
offer best of breedn But how should they be combined?
03
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18Telefónica Móviles EspañaServices Development
Two competing models
Strategies to combine handset and network storages can be grouped in two categories
n Fat client, or device-centric models:n All information is stored in the devicen Device offers main functionality and user experiencen The network offers plain transport and replican e.g. Blackberry, SyncML
n Thin client, or online modelsn All information is stored in the networkn Network retains functionality and user experiencen Device stores no content, just offers user interface
via “dumb” client: browsing, messaging or similarn e.g. Multimedia album/composer, web/wapmail,
online address book / buddy list
03
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Each model has limitations
Device-centric models fail by:n Downloading all information to the device, including
non-important or non-required datan Waste of traffic, unrelated to value
Creates demand for very low or flat tariffs.n Expensive handsets (large storage, CPU, software)n Service evolution requires handset substitution or
software updateOnline models fail by:n Acceding all information online, including frequently
used or urgently required datan Waste of traffic, for common actions that should be freen Slow operation, reducing attractiveness and usabilityn Expecting customers to visit the wap/imode menu
instead of the usual menus (messaging, address book)
03
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A hybrid approach
The handset and the network should cooperate to offer a best-of-bred experience:
In a hybrid approach, the device:n Stores recent messages and photos, frequently
used address book entries… and locally implements common functionality
n Offers one-click access to network-based extensions of the local features
And the network:n Offers extended, virtually unlimited space and
functionality (e.g. directories, shared AB, galleries)n Allows easy download to the handset of the
desired pieces of information.
03
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An example: Address Book03
Address Book
Search by : G
GandalfGimliGollum
<More >
SELECT
NetworkAddress Book
Search by : G
GaladrielGandalfGimliGloinGollum
Galadriel.vcfN: GaladrielTEL: mobile;+34609000001email:[email protected]: queens,
elf
MENU
1. Save vCard2. Phone call3. Send Message4. Back
SELECT
LocalAddress Book
NetworkAddress Book
(Browser-based)
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22Telefónica Móviles EspañaServices Development
Let’s go hybrid
Strong interests support each approach:n Handset manufacturers promote device-centricn Platform providers implement online modelsn Operators should push for hybrid modelsThe hybrid approach:n Provides the customer with the best experience
and value for money (device and traffic cost).n Still allows for evolution and differentiation by
manufacturers and platform providers.n Requires operators to arbitrate between
manufacturers and platform providers
03
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What we are doing
n Telefónica Moviles has defined and fully specified a hybrid approach to messaging and address bookn Codename is AMA.
n We are presenting these specifications in different operator groups and standards bodies
n We expect to inspire the industry and promote these kind of customer-oriented hybrid models
n We are working to extend this model and incorporate Instant Messaging featuresn Integrated address book-buddy listn Messaging sessions spanning over device
memory and network storage
03