webrtc global summit summary 2015

WebRTC Global Summit 2015

The Telco’s WebRTC dichotomy (it only exists from a telecom perspective)

the obvious stuff

The core product of the telecom industry is internet access, not voice and messaging.

Svein kicked things off on Day 2 with a simple fact – mobile operators have become ISPs

path: create service platforms

Telcos continue to be conned by their vendors into spending $10s to $100s of millions on platforms. Even on Big Data, they’ve spent on data lakes with no clear insights that generate

a return on investment.

path: create communication services

Naturally, I agree with Svein’s conclusions. But Telcos continue to massively under-invest in services. Spending money on a platform (IMS, VoLTE app server, Cloud, etc.) is not

investing in services. TADHack is about trying to show the power of telecom capabilities and bring new service ideas and partners together.

This slide from Andreas Gal of Mozilla got the 3GPP guys fuming with quotes like “so you do not want 5G”. Firstly, let’s remember Opus is thanks to IETF not ITU or 3GPP. Shame on the telecom industry we’ve not adopted it. Claims on Opus IPR issues are massively

overstated, the army of lawyers the web companies will bring to any troll party will make it a non-issue. Everything has a risk, likely the biggest risk you took today is driving.

For 5G perhaps we should look at broader standards body cooperation, given the few telco vendors left in the game. Beyond the air interface 3GPP has failed to deliver, most notably

on updating IMS and resetting RCS given the word has changed.

Shift in Standards Bodies

What is Libon

￭ Libon is a communications platform providing new services, business models and reach

￭ It’s a global service focused on Calling, Messaging and Greeting

￭ Developed, hosted and operated by the Libon team who are part ofDeveloped, hosted and operated by the Libon team who are part of the Orange IMT (Innovation, Marketing and Technology) group

Orange Vallée | 2 | April 2015 | Libon & WebRTC |

Paul Beardow, CTO Libon, shows as Svein pointed out the focus should be on communication service innovation. I use Libon, but remain disappointed on the lack of

progress in signing up other telcos, perhaps they need to cooperate with the Fring Alliance?

WebRTC use cases in Libon

￭ Browser to browser

￭ Browser to mobile application￭ Browser to mobile application

￭ Mobile application to browser

￭ Browser to landline and mobile

￭ Browser to voicemail

Orange Vallée | 4 | April 2015 | Libon & WebRTC |

Libon is another commercial Telco service using WebRTC, several were presented through the conference.

Matrix Clients

MatrixHome Servers

New Matrix App

Existing Comms App

MatrixApplication Services

Architecture (Bridging)

Existing Comms Solution

Matrix is important to the telecoms industry, this diagram summarizes what is does – federate communications silos. See TADHack-mini London for all the ways it can be used in

practice. Another example of how taking a web-centric developer-friendly approach wins.

Doug from Oracle gave some nice WebRTC use cases.

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 9

IVR Replacement Connection - Use Case

• Leverage customer browsing context - web links they followed, etc and learning knowledge base as a richer selection criteria to route requests directly bypassing the IVR

• Provide direct and more intelligent routing of Web voice escalated from a regular browser session

• Use the same richer browsing and knowledge base context to deflect inquiries from live engagement or to offer callback options.

• Leverage richer selection context to qualify potential sale/upsell opportunities and segregate from support inquiries

• Cap IVR maintenance and customization costs by leveraging lower cost Web technologies

• Deploy more precise and automated ways to identify high value versus high cost customer traffic

Value Summary

Business Case WebRTC-enabled website Knowledge Base

& Web Links

Routing Logic

ACD

IVR

Web Voice

I reviewed WebRTC with BCBS (Blue Cross Blue Shield) using Phono about 2.5 years ago. This is a maturing application area.

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |

Vertical Industry

Healthcare

Benefits/News

Effective communication between patient and doctor

Community benefits - rural healthcare, increased collaboration

Eliminate desk and wall phones and communication

infrastructure

Near zero communications costs

Time savings

Cost Savings: Overall savings of $2M-$20M

http://stcblog.com/2012/10/31/healthcare-disruption-webrtc/?goback=%2Egde_4677426_member_180792367#%21

10

Doug from Oracle gave some great WebRTC use cases.

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 11

Web Customer Service Network Use Case

• Offer faster service tools where most interactions with a business begin, on the Web

• 72% prefer web self-service, but only 52% find what they need

• Knowledge management closes the gap by learning and updating the data based on customer feedback

• Deflect more customer issues to self-service • Offer live engagement using web channels at a

lower cost per interaction • Allow live engagement as an escalation path from

self-service, reinforcing self-service as a way to solve future issues

• Offer live engagement with the right context reducing resolution time

Value Summary

Business Case Web Self Service CU

STO

MER

Knowledge Management

FEEDBACK & LEARN

LIVE CHAT

WEB VOICE & VIDEO

esca

late

AGENT

esca

late

SELF SERVICE

Doug from Oracle gave some nice WebRTC use cases.

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |

Deployment Example: Amazon Mayday

• How WebRTC is used – Enables voice, video, and other forms

of collaboration

– Well-integrated into Kindle device (no special setup; no exposure of WebRTC technology to end customer)

• Benefits – Face-to-face engagement with high

value customers

– Ability to reach customers that always require live help

Customer & WebRTC Endpoint

(Kindle)

Agent Desktop

Victor highlighted 2 important WebRTC initiatives to keep an eye on: an attempt to produce a video version of Opus, and TURN/STUN are getting a much needed update.

16'

04/15/2015 5

number of outgoing phone minutes in germany (in billion)

Source: BITKOM, 2014

Thomas from DT shared their peak Telephony happened in 2010 – so ‘peak telephony’ is quite old news.

04/15/2015 6

numbers of sended sms in germany (millions per day)

Source: VATM, Dialog Consult / Statista 2015

And since 2012 SMS has crashed.

WebRTC has an important role for telcos across a number of business areas, through the conference we saw many new services that included WebRTC from telcos, a few of which

were commercial.

12/16/2014 8

web rtc creates new business opportunities for dtag connecting telcos and web

low-cost cloud-based mvno Combine core network + cloud services Optimized cost structure

disruptive services

enterprise communication

re-invent telco blueprint

Customer service +++ Sales & support +++ Pricing & license models +++ M2M +++ Industry 4.0 +++ Content delivery networks +++ DTAG benefits

efficiency and cost savings

Makes collaboration easier, cheaper and more flexible!

MVNO

Extend DT’s core offerings e.g. VoLTE

Popular Verticals

4/17/2015 17

Financial

Surveillance

Job Interviews

Gaming

Education

Experts market

Healthcare

WebRTC Use Case Verticals

April 2015

Vertical applications, that is embedding communications within an application, service or business process is becoming more important. And generally it’s the application of

telecommunications where WebRTC is one of the technologies being used because services just need to work for the end users, as mentioned with Phono and BCBS.

Conclusion

• Anywhere, Anytime – 3G, 4G(+), Wifi …

What is the Next Gen. Comm ? Æ « 9A »

• Any Device – Smartphone, tablet, PC, TV…

Any Voice/Visio, Any Messaging, Any Content

• Anyone – User, 3rd-Pty Apps

• Anonymous – Simple clic

• Aware – Discover presence, capability…

Visio on TV

Visio on Web browser

Click2All

RCS features (Presence, Discovery, content (sharing)…)

Visio Conferencing

New apps (ehealth, ecommerce, gaming, automotive, eLearning,

enterprise, contact center…)

Multi-devices

H264 VGA

Interco

Enabler

Bouygues shared their vision on how WebRTC and 3GPP services fit together. Highlighting the importance of vertical applications, and interestingly RCS features, not RCS itself. The assumption being RCS gets embedded across all phones, so offers presence and discovery

capabilities to be used by services – let’s see which devices implements it.

Chad from Dialogic gave a great presentation reviewing when media must be terminated in the network / cloud.

COMPANY CONFIDENTIAL © COPYRIGHT 2015 DIALOGIC CORPORATION. ALL RIGHTS RESERVED. 3

Why Terminate Media?

NAT Traversal: TURN Gateway Media Server

This slide covers the main media server scenarios.


Many Reasons for a Media Server

Conferencing Interworking Transcoding

Stream processing Recording Person-to-machine

The week after the conference Atlassian bought the Jitsi guys who are one of the main proponents of this approach. Congrats to Emil and his team. And Telcos watch out on your

enterprise communication revenues, you’re falling behind.


Newer Approach: SFU

SFU

Selective Forwarding Unit (SFU) routing

Clients send one & receive many Client can instruct SFU which streams to send High throughput Can be lots of downlink bandwidth Low latency

Consumer behaviour – device and app usage (an operator view)

© Analysys Mason Limited 2015

Seven screens compete for our attention

4

Average daily usage and penetration of selected device types

MobilehandsetTablet

eBook reader

TV set

PC

Handheldconsole

PMP

0

0.5

1

1.5

2

2.5

3

3.5

4

0% 25% 50% 75% 100%

Hou

rs p

er d

ay

Percentage of respondents

Source: The Connected Consumer Survey 2014; “Which of the following devices do you own, or have very regular access to (for example through someone who lives with you)?”; n = 7485.

And to wrap-up the conference Stephen Sale presented some interesting customer analysis on how we use devices.

Interestingly Samsung has over half of people’s attention, thanks to TVs and phones



Seven screens compete for our attention

6

Average daily usage and penetration of selected device types

Source: The Connected Consumer Survey 2014; “Which of the following devices do you own, or have very regular access to (for example through someone who lives with you)?”; n = 7485.

MobilehandsetTablet

eBook reader

TV set

PC

Handheldconsole

PMP

Smartphone

Non-smartphone

DesktopLaptop

Apple

Samsung

0

0.5

1

1.5

2

2.5

3

3.5

4

0% 25% 50% 75% 100%

Hou

rs p

er d

ay

Percentage of respondents

Apps currently dominate customer time on smartphones, but browsers continue their slow climb. And operator app usage falls away quite rapidly. Many telco apps remain slow and

ponderous compared to the state of the art app experiences.



Smartphones have driven changes in consumer engagement

7

Time spent on smartphones by type of interface [Source: Analysys Mason and Nielsen, 2014]

98 mins 197 mins

Interface

Operator interface Device functions

Browser Apps

31%

16%8%

45%

2011

252 mins

17%

8%

10%65%

2013

11%

8%

12%

69%

2015 (est.)

VoIP means cheap break-out calling applications versus video services from Skype or Facetime. This highlights video telephony is important to people, more important that

cheap bypass VoIP bypass calling. Peer group communications is important – not universal connectivity. I just need to video skype with my mum, not everyone and my mum.



0%

10%

20%

30%

40%

50%

0% 10% 20% 30% 40% 50%

Vide

o ca

lling

VoIP

VoIP and video-calling penetration on handsets, by country [Source: Analysys Mason]

9

Highest penetration amongst migrant worker populations Correlation between penetration of VoIP and video calling service usage. Video calling was a more widely used service than VoIP on handsets. • adds value to the experience in

typical use cases, overwhelmingly on Wi-Fi.

• apps perceived primarily as video apps, rather than simply cheap voice.

Video calling is more widely used than VoIP in most markets Vi

deo

calli

ng



Operators should be looking for growth in consumer attention and identifying service/partnership opportunities

16

Penetration of apps by category, and corresponding growth between 2011 and 2013; (2011: n = 1079; 2013: n = 1596)

9%38% 30% 42%

89%

83%

242%

40%

0%

50%

100%

150%

200%

250%

300%

0%

20%

40%

60%

80%

100%S

ocia

lne

twor

king

Pro

duct

ivity

Gam

ing

TV a

ndvi

deo

Com

mer

ce

Mus

ic

Fina

ncia

lse

rvic

es

Hea

lth

Add

ress

able

mar

ket g

row

th

Per

cent

age

of p

anel

lists

Source: Analysys Mason and Nielsen

2011 2013 Growth Penetration:

In vertical applications telcos should focus upon applying all relevant telecom technologies, not just one tech. Requires a vertical focus – people who can sell into those verticals, this is

where some telcos with a lack of enterprise ICT sales experience struggle.

Similar to Tsahi’s analysis, rather showing the readiness of the initiatives. From TADHack-mini London education and training is definitely are area receiving much start-up attention.



WebRTC initiatives should also try to align with verticals that operators are already targeting

18

Number of consumer-focused initiatives and average readiness score, by vertical, Q4 2014

Cloud-basedservices

Mobile agriculture

Mobile commerce and

advertising

Mobile education

Mobile financial services

Mobile healthMobile identityand security

Smart homesVenture capital –

accelerator

0

5

10

15

20

25

30

0 10 20 30 40 50 60 70 80 90 100

Ave

rage

read

ines

s sc

ore

Number of initiatives

Put simply do more services, else be and ISP. Its not about buying platforms, its about delivering services with partners or direct. I know I sound like a broken record – but it

really is all about the services.



Summary

19

� Defend and evolve operator comms capabilities

� Identify growth opportunities in other verticals

� Assess capabilities for own retail offering and/or address via channels

Operator actions

� Providing an ever-larger suite of services

� Moving into real-time voice and video

� Enhancing native capabilities of devices, integrating services into OS

� Developing new business models to support the above

Internet players

� Rich communications within peer groups

� Fragmentation across devices and interfaces (and apps and browsers)

� Many features beyond core expertise of operators

� Real-time capabilities still emerging, but good fit

End-user trends