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Telco-OTT: the Good, the Fast and the Nimble
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Presenter:
The inevitability of Telco-OTT & the implications for
               operator infrastructure
                          Fierce Webinar
                       27th September, 2012


       dean.bubley@disruptive-analysis.com    @disruptivedean
Harsh truth: OTT services are telcos’ only option

           • Telephony & SMS prices have peaked
           • Telephony & SMS demand has peaked

           • APIs, bundles, HD, video only delay the inevitable
           • Need for new voice-based services beyond ―calls‖

           • Too fast-evolving for new ―federated‖ services
           • Too uncertain / innovation-driven for standards

   OTT-style services offer only the hope for continued telco
   communications services growth & increase in relevance
Sep 2012                 Copyright Disruptive Analysis Ltd 2012
Europe already far down the cliff
           Mobile core
           services revenue,
           indicative W Europe                                                     Total c40% fall
                                                                                     from peak

                                                                             Telephony c80%
                                                                              fall from peak



                                                              SMS & today’s
                                                            mobile data services


             Mobile telephony


         2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

September 2012                  Copyright Disruptive Analysis Ltd 2012
―Peak Telephony‖ is here


                                                                        If telephony was
                                                                         free, how many
                                                                         minutes would
                                                                             you use?

                                        Source: Ofcom
                                                                          And is that
                                                                        number rising or
                                                                           falling?
         UK mobile call volumes falling despite
         increasing use of contract plans with
           large inclusive bundles of minutes


September 2012                 Copyright Disruptive Analysis Ltd 2012
Voice Telephony: Catastrophe imminent?
        Supply                                Price                         Demand




     Core question: Can data services & other revenue streams grow enough to
           offset the probable flattening & decline of voice & messaging?

            Uncomfortable answer: probably not, based on recent evidence

                 Disruption (positive & negative) is both inevitable & essential


September 2012                     Copyright Disruptive Analysis Ltd 2012
Messaging (SMS): Dead Man Walking
        Supply                            Price




                                                                        Demand

Messaging is already fragmented & becoming more so. It is already a feature, not
   a service, for many use-cases. Can it continue to be monetised directly?

      Very uncomfortable answer: not much, for anyone with a data connection

                 Disruption is likely to be terminal, in the medium term
September 2012                 Copyright Disruptive Analysis Ltd 2012
Outright substitution often = better experience



                                                              Voice
                                                           telephony
                                                          only used for
                                                          exceptions &
                                                            problems




Sep 2012         Copyright Disruptive Analysis Ltd 2012
Phone calls are old, clunky & rude

 Ruth: Am I alone in really not liking talking on the phone? Or am I
 a bit weird? It's just that someone phoning you on a mobile is a bit
 like someone leaping into the middle of your room yelling "Talk to me!
 Drop everything you are doing and talk to me RIGHT NOW!

 Scott: I like voicemail. My phone is for me to talk to people when I
 want to. Not for them to bug me at their leisure.

 Matt: ‎ nods* Asynchronous communication FTW!
       *

 Fleur: Totally agree. People should ask for permission by text or
 email before calling.
APIs, HD & bundles aren’t going to save the day
   HD – may drive a little extra use
   Video-calling – extremely niche
   Bundles
      Most bundled products are cheaper than constituent parts
      Unclear where telcos can ―magic‖ extra value from
      Unlikely customers too stupid to spot implicit price rises
   APIs
      Definite uses for embedding voice/messaging in apps
      Telephony or SMS aren’t always the best ―raw ingredients‖
      WebRTC on the horizon
   RCS / RCSe. No.
   VoLTE – really just ToLTE. Necessary but too late to matter



Sep 2012                      Copyright Disruptive Analysis Ltd 2012
Voice ≠ Telephony
    Now: 2G & 3G                                      Future: Smartphones & LTE
             Voice
                                                                          Voice


                 Telephony




                                                                              Telephony


 Voicemail                        Gaming, CEBP,
Conferencing                     surveillance, social
    PTT                  Video   voice, TV voice etc
                                                                              Video, context, sense


    September 2012               Copyright Disruptive Analysis Ltd 2012
Fragmentation is valuable & inevitable



                     Convergence,                 OTT-led Fragmentation &
                   interoperability &                    innovation
                       standards
                        It will fragment ―because it
                         can‖. Consumer need for
                           ubiquity is over-rated


… new standardised services are neither necessary, nor sufficient.
   They are irrelevant at best, and actively damaging at worst.
  Sep 2012               Copyright Disruptive Analysis Ltd 2012
Device diversity more reason OTT is inevitable
           Probability of all of a user’s Internet / messaging devices being
                               on a single telco’s network
100%
              Free 3rd party WiFi
 90%
 80%                                                                         Shared data plans only a
 70%                                                                         partial response
 60%
 50%
 40%
 30%
 20%
 10%
  0%
               1              2                  3                   4            5            6
                                        # connected devices owned

Sep 2012                            Copyright Disruptive Analysis Ltd 2012
What do these services have in common?




            Owned & operated by mobile operators
            Usable by anyone, not just subscribers
            Via apps & public Internet

            Telco-OTT Services

Sep 2012       Copyright Disruptive Analysis Ltd 2012
Different models for Telco-OTT

      Telco OTT
       service    Internet


            Normal ―on
            net‖ users
                                                                      Off-net
 Telco                                                            extension user
service
            Telco                               Internet
Billing &
    ID

Sep 2012                 Copyright Disruptive Analysis Ltd 2012
Telco-OTT is neither new, nor impossible




            Not just voice & messaging: Telco-OTT Cloud,
                 Content, Social, TV, Connectivity…..
Sep 2012          Copyright Disruptive Analysis Ltd 2012
Build vs. buy decision

                                  Build own OTT
                                  from ground up



                    Integrate off-the-                         Acquisition
                   shelf OTT solution
   Uniqueness &
     flexibility
                              Customise existing
                                Internet-OTT

                     Partner existing
                      Internet-OTT

                   Budget, resources & skills


Sep 2012              Copyright Disruptive Analysis Ltd 2012
Key success factors for Telco-OTT services




Organisation & governance   Managing cannibalisation                 Network awareness




             Design                 Software mindset                     Synergies
  Sep 2012                  Copyright Disruptive Analysis Ltd 2012
Telco-OTT: Carrier-grade & Internet sensibilities
   Web / app philosophies (eg freemium)
   Security
   Scalability
   Flexible platform for multiple services/features
   Good QoE (UI design, battery life, voice quality, OS’s etc)

But also:
 (Probably) Lawful intercept / emergency
 (Possibly) integration with billing / OSS
 (Maybe) interop with legacy / IMS / OTT services & enablers
 (Maybe) integration with network QoS mechanisms

Sep 2012                Copyright Disruptive Analysis Ltd 2012
OTT infrastructure choices


    OSS


                    Telco-OTT                  Security,
    Web             Application                session                  Internet
                     platform                  mgmt etc

    Telco                Flexible
                                                Service-                           App / Web /
    core             Rapid update
                                              independent                          OS native .
                     Differentiation                                               Proprietary
                                           functions (mostly
 Various back-    Mostly proprietary                                                UI, maybe
                                             standardised)
end integration     logic, may use                                                  standard
  strategies      standard platform                                                 protocols
   Sep 2012                    Copyright Disruptive Analysis Ltd 2012
Conclusions
   Traditional telephony & SMS future looks bleak
   Some mileage in bundling, marketing voice better, APIs etc.
          But only postponing the inevitable
   VoLTE likely, but late & won’t fundamentally change things
          RCS unlikely & may damage things
   Fragmentation is desirable, valuable & inevitable
   OTT plays will dominate in usage & value, maybe not revenue
          (Revenue from other sources, offset from voice/messaging directly)
   Telco-OTT strategy becoming mainstream
   But not easy to design, manage or build
      Ownership & infrastructure decisions determine scalability & flexibility
      Investment in platform approach is desirable, if possible




Sep 2012                          Copyright Disruptive Analysis Ltd 2012
Telco OTT
infrastructure
challenges &
solutions
                                          chart@acmepacket.com
            Chad Hart                     @chadwallacehart
            Director, Product Marketing
Non-exclusive real-time service delivery
  choices


Networks
architectures

                  IMS         Web            Telco-OTT




User interfaces


                  phone       app            browser


Technologies
                  SIP
OTT service delivery challenges

Immediate
Practical core session
management
•Cost effective at low & high-end
•Able to start small & grow rapidly




Service quality
•NAT & firewall traversal (i.e. HTTP &
 HTTPS only)
•Near PSTN-quality – media & availability
•Consistent experience across devices &
 interfaces
OTT service delivery challenges

Immediate                                   Imminent
Practical core session                      Flexibility
management                                  •Quickly adjust to changing service needs
                                            •Works with many infrastructure & client
•Cost effective at low & high-end
                                             devices
•Able to start small & grow rapidly
                                            •Federates with network service providers



                                            Security
Service quality                             •Protect user information
                                            •Maintain service availability during attacks
•NAT & firewall traversal (i.e. HTTP &
 HTTPS only)
•Near PSTN-quality – media & availability   Regulatory compliance
•Consistent experience across devices &
                                            •Current expectations: E911, lawful
 interfaces
                                             intercept, taxes
                                            •Expect more IP network regulations, not
                                             less
OTT service delivery implications

Immediate                                 Imminent
Practical core session                    Flexibility
management                                •Off-the-shelf, but programmable for
                                           flexible, rapid changes
•Light weight, dynamic core session
 management                               •Quickly interoperable with any device
                                           & network
•Smarter clients vs. omnipotent core
 for scalability
                                          Security
Service quality                           •Robust, service-intelligent security
•Client-side technologies to overcome
 packet-loss & jitter
•Make all traffic look like web-traffic   Regulatory compliance
 (http & https, SSL, etc.)                •Out-of-the box regulatory compliance
Today’s core session management
options are not ideal
            IMS                       Open source



                                                My SIP Switch




                                        Opensourcesip.org

 Too complex – difficult to    Too long – time-to-service
  implement & maintain          Too risky – many unknowns
 Too costly – OPEX & CAPEX     Too costly – creation,
                                 maintenance & evolution
What are the leading service delivery
architectures?
     3GPP R10 IMS                         Web
                                               DB
                                              DB

                                    AS        AS        AS


                               WS        WS        WS        WS

                                                              LB-L
                                                               LB-G


                                         Internet
Telecom architecture can be web-like
                                                    M
                                                    Q
                            AS    TDM               C


           Database                                Fire-
                        Web                        walls
                       servers
                                                    LB
                 M
                 Q      Load




                                        AS media
                 C    balancers

                      Firewalls                       TDM


                                  TDM




                                        TDM                 MQC:
                                                            • Mobility
                                                            • Quality
                                                            • Charging
Telco-OTT architectures
 should be web-like
                 Web                                Telco-OTT

                     DB                    DB
                    DB                    DB
                                                      AS    AS
          AS        AS        AS        DSC
                                                                      Peering
                                                                      partners
     WS        WS        WS        WS         SMX   SMX    SMX




                  LB-L
                LB-G                                     LB-L
                                                      SLB-G

                                         Managed IP
                Internet                                         Internet
                                          Network




30
                                                                            30
Telco-OTT architectures
should rapidly scale & adapt
                 Start-up                        High-scale
                                        DB
                                       DB
                                                   AS    AS
            DB                       DSC
                                                                   Peering
                     AS                                            partners
                                           SMX   SMX    SMX
                     SMX


                                                      LB-L
                                                   SLB-G

    Managed IP                        Managed IP
                          Internet                            Internet
     Network                           Network




9/27/2012                                                                31
Scaling strategies are changing

 Hardware systems           Virtual machines
     Vertical scaling         Horizontal scaling

                                  Elasticity Manager




                                  Virtualization Layer




                                                         32
Simplicity should not preclude
ecosystem interoperability



                                               TAS
                                                            CS
                    ENUM                         ISC
                                                            SIP
                                  DNS/DDNS
                                                                    ISC
                                                                                IM&P
                      Cx
              HSS
                                                                           SIP     MCU
                           Rx
               PCRF
                                                                  SIP/ WebTRC
                                SIP


                                 TSCF
                                                SBC &
                                             Core session
                                             management


                                                                                Web-based RTC
          SIP clients                                                              with SIP

                                                                                                33
Its all about apps



700M    apps available in App Store

250M    iPad specific apps

90%     downloaded each month

>100    average apps per user

                                      34
Tunneled Service Control Function brings
firewall traversal & QoE to Apps
                                                       Service provider data center
   Individual user’s real-time comms & data
    services within a TLS or DTLS tunnel
                                                       Web         SIP        MSRP
   Strict firewall traversal
      Appears as SSL port 443
   QoE controls
       Tunnel redundancy                                TLS/
       Bandwidth controls per app – voice vs. data      DTLS
                                                        tunnel
       Admission control - server transaction load
   Security
       User authentication
       Privacy and confidentiality
       Service delivery security (Net-SAFE)
                                                                 TSCF
   High availability – stateful failover                        SDK




                                                      Acme Packet-enabled
                                                          TSCF client
Engineering around packet-loss: Tunnel
redundancy

                                          Service provider data center



            Redundant tunnels
                 created
                 by SBC
                                                               Network with
             Tunneled packets                                  packet loss
               take different
              network paths

            TSCF client chooses
            switches to optimal
                  tunnel
                                                      TSCF
                                                      client




5/30/2012    Acme Packet | Confidential                                       36
Better voice quality than Skype during
severe packet loss



                                                                         Tunnel redundancy -
                                                                         MOS preserved



                                  No tunnel redundancy
                                  MOS quickly degrades




                                         MOS estimates based on R-factor scores at the SBC.
5/30/2012   Acme Packet | Confidential
                                         MOS at user device typically higher.                  37
TSCF is open

 3GPP technical requirement – TR
  33.830 (V.0.2.0)
    TSCF approved for inclusion in TR
     SA3#68 in Bratislava (July)
    Supporting companies:               Windows 7, Vista, XP –    PC
       • Acme Packet • Intel             & laptop based softphones
       • China Mobile • RIM
       • Ericsson     • Vodafone
                                         Android 2.3/3.x/4.0 –
       • Huawei       • ZTE              Honeycomb (2.3),
 Free TSCF client source code           Gingerbread (3.x), Ice Cream
                                         Sandwich (4.0)
  available
 Reference applications & tools
      Linphone TSCF client              iOS 5.1/5.0 – iPhone 4G/4GS,
                                         iPad 2/3 & iTouch
      tsc_sip_client, tsc_sip_server
      sipp
      Wireshark plug-in
        Acme Packet Interconnect 2012                              38
TSCF vs. WebRTC - different approaches for
different use cases
        SIP with TSCF                                Web-based RTC
          Services data center                           Services data center
        Web        SIP        MSRP                     Web        SIP          MSRP
       servers     core      servers                  servers     core        servers




       Any                                            Any
      network                                        network




       HTTP(s)        SIP     MSRP                                SIP & RTP
                                                      HTTP(s)                  MSRP(s)
                      RTP                                       RTMP/WebRTC

                   Voice      Video/file                         Voice        Video/file
App     Data                               Browser     Data
                                                                 video          share
                 video, IM      share
Net-Net


      Telco-OTT architectures should resemble web-architectures
      without sacrificing key service-enablement features



          Telco OTT service delivery challenges are numerous, but
          surmountable - i.e. TSCF, effective core session
          management, smart clients, etc.



      Telco-OTT is already delivering successful services in time-
      spans of months!
'Me Too’ won’t cut it…
      So we made TU Me
TU Me is...
• Communications timeline

• Voice + text

• Media and photos

• Location

• More... And much more to come

• Pure OTT (first ever from a Telco!)

• Engineered in 100 days
TU Me is not..
• Not meant to undermine Telco value.. Instead
  create new categories.

 • The game has changed—Google, Facebook,
   Apple, Microsoft…have been innovating for
   years… !!

• Not a tricky maneuver to distract consumers or
  confuse the marketplace

 • We're building a real service for real people
DIY Lessons
• Don't do fake digital... Customers will know.
  Have a vision and do the vision.

• Break down your internal walls: digital has to be
  the plan, not the enemy or an afterthought

• Shoot for Near-Telco-Grade, not perfection, and
  compete on quality and vision…

• Build an infrastructure that will allow you to
  expand
Incubate + risk
• Twitter emerged from a different product
  idea … nobody ―strategized‖ it

• Startups incubate concepts and discover
  products, Telcos need to invest a similar
  way. Plan two years of risk before
  expecting good things

• Think about the larger value picture…not
  about squeezing more out of old models
Digital Infrastructure
• Telco’s can go industrial faster and jump to the right
  infrastructure

• Invest in the future or prepare to be a dumb pipe
  (which might be fine, too)

• Voice and text will have near zero value soon…
  only connectivity and new services matter

• Break down the technical walls that prevent you
  from taking advantage of the opportunities
TU Me Infrastructure

                Application
                       Enum
 Analytics




             Public Internet
Telco-OTT from the Softphone POV

Todd Carothers,, EVP Sales and Marketing
Fierce Webinar
27th September, 2012




                                           © CounterPath Corporation 2012
Telco-OTT: Challenges


•   NAT issues
     – Media routing difficult in ―all‖
         cases
     –   No media
     –   1-way media
•   Consistent user experience
     – Goal is provide a consistent
         user experience over disparate
         networks
•   Mobile/Tablet, desktop
    – Devices / OSs have different
         challenges of their own
     –   Mobiles/Tablet require support
         for Wi-Fi and Mobile broadband
         networks
•   Want to be like Skype

CounterPath www.counterpath.com           49
Telco-OTT: How TSM can help from a Softphone POV


•   Creates an SSL tunnel –
    signaling and media to go
    over a single tunnel
     – Less complicated
     – Local media can be run locally
•   Enabling a consistent user
    experience
     – Overcome Internet restrictions
     – Combines the SIP/RTP over a
        single connection (i.e., ports 80
        or 443)
•   Better packet loss
    performance
     – Redundant data (RTP)
•   Secure
     – Encrypted (TLS)
CounterPath www.counterpath.com                    50
Questions
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Telco ott - webminar slides

  • 1. Telco-OTT: the Good, the Fast and the Nimble • Thank you for joining us at this FierceLive! Webinar. We will begin momentarily. • The audio will be streamed live over the Internet, so please make sure your computer speakers or headphones are turned on and your volume is turned up. • During the presentations, you can submit your questions in the ―Q&A‖ box to the right of this screen. The speakers will answer questions at the end of the webinar. Enjoy the presentation! Presenter:
  • 2. The inevitability of Telco-OTT & the implications for operator infrastructure Fierce Webinar 27th September, 2012 dean.bubley@disruptive-analysis.com @disruptivedean
  • 3. Harsh truth: OTT services are telcos’ only option • Telephony & SMS prices have peaked • Telephony & SMS demand has peaked • APIs, bundles, HD, video only delay the inevitable • Need for new voice-based services beyond ―calls‖ • Too fast-evolving for new ―federated‖ services • Too uncertain / innovation-driven for standards OTT-style services offer only the hope for continued telco communications services growth & increase in relevance Sep 2012 Copyright Disruptive Analysis Ltd 2012
  • 4. Europe already far down the cliff Mobile core services revenue, indicative W Europe Total c40% fall from peak Telephony c80% fall from peak SMS & today’s mobile data services Mobile telephony 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 September 2012 Copyright Disruptive Analysis Ltd 2012
  • 5. ―Peak Telephony‖ is here If telephony was free, how many minutes would you use? Source: Ofcom And is that number rising or falling? UK mobile call volumes falling despite increasing use of contract plans with large inclusive bundles of minutes September 2012 Copyright Disruptive Analysis Ltd 2012
  • 6. Voice Telephony: Catastrophe imminent? Supply Price Demand Core question: Can data services & other revenue streams grow enough to offset the probable flattening & decline of voice & messaging? Uncomfortable answer: probably not, based on recent evidence Disruption (positive & negative) is both inevitable & essential September 2012 Copyright Disruptive Analysis Ltd 2012
  • 7. Messaging (SMS): Dead Man Walking Supply Price Demand Messaging is already fragmented & becoming more so. It is already a feature, not a service, for many use-cases. Can it continue to be monetised directly? Very uncomfortable answer: not much, for anyone with a data connection Disruption is likely to be terminal, in the medium term September 2012 Copyright Disruptive Analysis Ltd 2012
  • 8. Outright substitution often = better experience Voice telephony only used for exceptions & problems Sep 2012 Copyright Disruptive Analysis Ltd 2012
  • 9. Phone calls are old, clunky & rude Ruth: Am I alone in really not liking talking on the phone? Or am I a bit weird? It's just that someone phoning you on a mobile is a bit like someone leaping into the middle of your room yelling "Talk to me! Drop everything you are doing and talk to me RIGHT NOW! Scott: I like voicemail. My phone is for me to talk to people when I want to. Not for them to bug me at their leisure. Matt: ‎ nods* Asynchronous communication FTW! * Fleur: Totally agree. People should ask for permission by text or email before calling.
  • 10. APIs, HD & bundles aren’t going to save the day  HD – may drive a little extra use  Video-calling – extremely niche  Bundles  Most bundled products are cheaper than constituent parts  Unclear where telcos can ―magic‖ extra value from  Unlikely customers too stupid to spot implicit price rises  APIs  Definite uses for embedding voice/messaging in apps  Telephony or SMS aren’t always the best ―raw ingredients‖  WebRTC on the horizon  RCS / RCSe. No.  VoLTE – really just ToLTE. Necessary but too late to matter Sep 2012 Copyright Disruptive Analysis Ltd 2012
  • 11. Voice ≠ Telephony Now: 2G & 3G Future: Smartphones & LTE Voice Voice Telephony Telephony Voicemail Gaming, CEBP, Conferencing surveillance, social PTT Video voice, TV voice etc Video, context, sense September 2012 Copyright Disruptive Analysis Ltd 2012
  • 12. Fragmentation is valuable & inevitable Convergence, OTT-led Fragmentation & interoperability & innovation standards It will fragment ―because it can‖. Consumer need for ubiquity is over-rated … new standardised services are neither necessary, nor sufficient. They are irrelevant at best, and actively damaging at worst. Sep 2012 Copyright Disruptive Analysis Ltd 2012
  • 13. Device diversity more reason OTT is inevitable Probability of all of a user’s Internet / messaging devices being on a single telco’s network 100% Free 3rd party WiFi 90% 80% Shared data plans only a 70% partial response 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 # connected devices owned Sep 2012 Copyright Disruptive Analysis Ltd 2012
  • 14. What do these services have in common? Owned & operated by mobile operators Usable by anyone, not just subscribers Via apps & public Internet Telco-OTT Services Sep 2012 Copyright Disruptive Analysis Ltd 2012
  • 15. Different models for Telco-OTT Telco OTT service Internet Normal ―on net‖ users Off-net Telco extension user service Telco Internet Billing & ID Sep 2012 Copyright Disruptive Analysis Ltd 2012
  • 16. Telco-OTT is neither new, nor impossible Not just voice & messaging: Telco-OTT Cloud, Content, Social, TV, Connectivity….. Sep 2012 Copyright Disruptive Analysis Ltd 2012
  • 17. Build vs. buy decision Build own OTT from ground up Integrate off-the- Acquisition shelf OTT solution Uniqueness & flexibility Customise existing Internet-OTT Partner existing Internet-OTT Budget, resources & skills Sep 2012 Copyright Disruptive Analysis Ltd 2012
  • 18. Key success factors for Telco-OTT services Organisation & governance Managing cannibalisation Network awareness Design Software mindset Synergies Sep 2012 Copyright Disruptive Analysis Ltd 2012
  • 19. Telco-OTT: Carrier-grade & Internet sensibilities  Web / app philosophies (eg freemium)  Security  Scalability  Flexible platform for multiple services/features  Good QoE (UI design, battery life, voice quality, OS’s etc) But also:  (Probably) Lawful intercept / emergency  (Possibly) integration with billing / OSS  (Maybe) interop with legacy / IMS / OTT services & enablers  (Maybe) integration with network QoS mechanisms Sep 2012 Copyright Disruptive Analysis Ltd 2012
  • 20. OTT infrastructure choices OSS Telco-OTT Security, Web Application session Internet platform mgmt etc Telco Flexible Service- App / Web / core Rapid update independent OS native . Differentiation Proprietary functions (mostly Various back- Mostly proprietary UI, maybe standardised) end integration logic, may use standard strategies standard platform protocols Sep 2012 Copyright Disruptive Analysis Ltd 2012
  • 21. Conclusions  Traditional telephony & SMS future looks bleak  Some mileage in bundling, marketing voice better, APIs etc.  But only postponing the inevitable  VoLTE likely, but late & won’t fundamentally change things  RCS unlikely & may damage things  Fragmentation is desirable, valuable & inevitable  OTT plays will dominate in usage & value, maybe not revenue  (Revenue from other sources, offset from voice/messaging directly)  Telco-OTT strategy becoming mainstream  But not easy to design, manage or build  Ownership & infrastructure decisions determine scalability & flexibility  Investment in platform approach is desirable, if possible Sep 2012 Copyright Disruptive Analysis Ltd 2012
  • 22. Telco OTT infrastructure challenges & solutions chart@acmepacket.com Chad Hart @chadwallacehart Director, Product Marketing
  • 23. Non-exclusive real-time service delivery choices Networks architectures IMS Web Telco-OTT User interfaces phone app browser Technologies SIP
  • 24. OTT service delivery challenges Immediate Practical core session management •Cost effective at low & high-end •Able to start small & grow rapidly Service quality •NAT & firewall traversal (i.e. HTTP & HTTPS only) •Near PSTN-quality – media & availability •Consistent experience across devices & interfaces
  • 25. OTT service delivery challenges Immediate Imminent Practical core session Flexibility management •Quickly adjust to changing service needs •Works with many infrastructure & client •Cost effective at low & high-end devices •Able to start small & grow rapidly •Federates with network service providers Security Service quality •Protect user information •Maintain service availability during attacks •NAT & firewall traversal (i.e. HTTP & HTTPS only) •Near PSTN-quality – media & availability Regulatory compliance •Consistent experience across devices & •Current expectations: E911, lawful interfaces intercept, taxes •Expect more IP network regulations, not less
  • 26. OTT service delivery implications Immediate Imminent Practical core session Flexibility management •Off-the-shelf, but programmable for flexible, rapid changes •Light weight, dynamic core session management •Quickly interoperable with any device & network •Smarter clients vs. omnipotent core for scalability Security Service quality •Robust, service-intelligent security •Client-side technologies to overcome packet-loss & jitter •Make all traffic look like web-traffic Regulatory compliance (http & https, SSL, etc.) •Out-of-the box regulatory compliance
  • 27. Today’s core session management options are not ideal IMS Open source My SIP Switch Opensourcesip.org  Too complex – difficult to  Too long – time-to-service implement & maintain  Too risky – many unknowns  Too costly – OPEX & CAPEX  Too costly – creation, maintenance & evolution
  • 28. What are the leading service delivery architectures? 3GPP R10 IMS Web DB DB AS AS AS WS WS WS WS LB-L LB-G Internet
  • 29. Telecom architecture can be web-like M Q AS TDM C Database Fire- Web walls servers LB M Q Load AS media C balancers Firewalls TDM TDM TDM MQC: • Mobility • Quality • Charging
  • 30. Telco-OTT architectures should be web-like Web Telco-OTT DB DB DB DB AS AS AS AS AS DSC Peering partners WS WS WS WS SMX SMX SMX LB-L LB-G LB-L SLB-G Managed IP Internet Internet Network 30 30
  • 31. Telco-OTT architectures should rapidly scale & adapt Start-up High-scale DB DB AS AS DB DSC Peering AS partners SMX SMX SMX SMX LB-L SLB-G Managed IP Managed IP Internet Internet Network Network 9/27/2012 31
  • 32. Scaling strategies are changing Hardware systems Virtual machines Vertical scaling Horizontal scaling Elasticity Manager Virtualization Layer 32
  • 33. Simplicity should not preclude ecosystem interoperability TAS CS ENUM ISC SIP DNS/DDNS ISC IM&P Cx HSS SIP MCU Rx PCRF SIP/ WebTRC SIP TSCF SBC & Core session management Web-based RTC SIP clients with SIP 33
  • 34. Its all about apps 700M apps available in App Store 250M iPad specific apps 90% downloaded each month >100 average apps per user 34
  • 35. Tunneled Service Control Function brings firewall traversal & QoE to Apps Service provider data center  Individual user’s real-time comms & data services within a TLS or DTLS tunnel Web SIP MSRP  Strict firewall traversal  Appears as SSL port 443  QoE controls  Tunnel redundancy TLS/  Bandwidth controls per app – voice vs. data DTLS tunnel  Admission control - server transaction load  Security  User authentication  Privacy and confidentiality  Service delivery security (Net-SAFE) TSCF  High availability – stateful failover SDK Acme Packet-enabled TSCF client
  • 36. Engineering around packet-loss: Tunnel redundancy Service provider data center Redundant tunnels created by SBC Network with Tunneled packets packet loss take different network paths TSCF client chooses switches to optimal tunnel TSCF client 5/30/2012 Acme Packet | Confidential 36
  • 37. Better voice quality than Skype during severe packet loss Tunnel redundancy - MOS preserved No tunnel redundancy MOS quickly degrades MOS estimates based on R-factor scores at the SBC. 5/30/2012 Acme Packet | Confidential MOS at user device typically higher. 37
  • 38. TSCF is open  3GPP technical requirement – TR 33.830 (V.0.2.0)  TSCF approved for inclusion in TR SA3#68 in Bratislava (July)  Supporting companies: Windows 7, Vista, XP – PC • Acme Packet • Intel & laptop based softphones • China Mobile • RIM • Ericsson • Vodafone Android 2.3/3.x/4.0 – • Huawei • ZTE Honeycomb (2.3),  Free TSCF client source code Gingerbread (3.x), Ice Cream Sandwich (4.0) available  Reference applications & tools  Linphone TSCF client iOS 5.1/5.0 – iPhone 4G/4GS, iPad 2/3 & iTouch  tsc_sip_client, tsc_sip_server  sipp  Wireshark plug-in Acme Packet Interconnect 2012 38
  • 39. TSCF vs. WebRTC - different approaches for different use cases SIP with TSCF Web-based RTC Services data center Services data center Web SIP MSRP Web SIP MSRP servers core servers servers core servers Any Any network network HTTP(s) SIP MSRP SIP & RTP HTTP(s) MSRP(s) RTP RTMP/WebRTC Voice Video/file Voice Video/file App Data Browser Data video share video, IM share
  • 40. Net-Net Telco-OTT architectures should resemble web-architectures without sacrificing key service-enablement features Telco OTT service delivery challenges are numerous, but surmountable - i.e. TSCF, effective core session management, smart clients, etc. Telco-OTT is already delivering successful services in time- spans of months!
  • 41. 'Me Too’ won’t cut it… So we made TU Me
  • 42. TU Me is... • Communications timeline • Voice + text • Media and photos • Location • More... And much more to come • Pure OTT (first ever from a Telco!) • Engineered in 100 days
  • 43. TU Me is not.. • Not meant to undermine Telco value.. Instead create new categories. • The game has changed—Google, Facebook, Apple, Microsoft…have been innovating for years… !! • Not a tricky maneuver to distract consumers or confuse the marketplace • We're building a real service for real people
  • 44. DIY Lessons • Don't do fake digital... Customers will know. Have a vision and do the vision. • Break down your internal walls: digital has to be the plan, not the enemy or an afterthought • Shoot for Near-Telco-Grade, not perfection, and compete on quality and vision… • Build an infrastructure that will allow you to expand
  • 45. Incubate + risk • Twitter emerged from a different product idea … nobody ―strategized‖ it • Startups incubate concepts and discover products, Telcos need to invest a similar way. Plan two years of risk before expecting good things • Think about the larger value picture…not about squeezing more out of old models
  • 46. Digital Infrastructure • Telco’s can go industrial faster and jump to the right infrastructure • Invest in the future or prepare to be a dumb pipe (which might be fine, too) • Voice and text will have near zero value soon… only connectivity and new services matter • Break down the technical walls that prevent you from taking advantage of the opportunities
  • 47. TU Me Infrastructure Application Enum Analytics Public Internet
  • 48. Telco-OTT from the Softphone POV Todd Carothers,, EVP Sales and Marketing Fierce Webinar 27th September, 2012 © CounterPath Corporation 2012
  • 49. Telco-OTT: Challenges • NAT issues – Media routing difficult in ―all‖ cases – No media – 1-way media • Consistent user experience – Goal is provide a consistent user experience over disparate networks • Mobile/Tablet, desktop – Devices / OSs have different challenges of their own – Mobiles/Tablet require support for Wi-Fi and Mobile broadband networks • Want to be like Skype CounterPath www.counterpath.com 49
  • 50. Telco-OTT: How TSM can help from a Softphone POV • Creates an SSL tunnel – signaling and media to go over a single tunnel – Less complicated – Local media can be run locally • Enabling a consistent user experience – Overcome Internet restrictions – Combines the SIP/RTP over a single connection (i.e., ports 80 or 443) • Better packet loss performance – Redundant data (RTP) • Secure – Encrypted (TLS) CounterPath www.counterpath.com 50
  • 52. Thank you for joining us! • Thank you for joining us at this FierceLive! Webinar! • This webinar has been recorded and will be available on- demand within 24 hours. You will receive a notice when the recording is up. Presenter: