OTT need to be embraced by the carriers. Give it a shape and there will be meaningful revenue while complimenting the society,the planet.

1. Leveraging WIN-WIN
ECHOSYSTEM of MOBILE VAS
in OTT ERA
5th March 2013
RADHAKANT DAS
@dasradhakant

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

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

4. OTT services, delighted them continuously with cool
features .
Even though some countries have free SMS services,
users prefer to use cool OTT messaging.
It becomes so cool that, Kids discover more features
of OTT service than the adults.

5. 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

6. The Umbilical
Care
O Trust
Operator
Cool features, Utilities
T
T Respect for Privacy
Reliability
Stronger ,Trusted OTT overpowers the umbilical between
Operator and Consumer

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

8. 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.

9. Network API will
Facilitate Velocity of creation
Create Differentiation.

10. 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

11. • 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 ,

12. 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.

13. 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.

14. Emerging OTT Areas
Significant
(Financial and Strategic)
VOICE
Multimedia
MESSAGING
Entertainment
Connected
Impact
CLOUD Life
Limited Strong
Operator ability to Influence

15. 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.

16. Undesirable events share resources during a VOIP call.
Voice traffic Internet
Operator
Auto update of installed programmes
Policy
Social network, Email functions
feeds
Only Operator can shape the mission critical traffic to
deliver the desired user experience

17. 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.

18. It has been quite long since
VOICE≠ Telephony

19. In Past ,
All voice calls were phone calls and
almost all phone calls were voice
VOICE =
Telephony+ Voicemail+ Conferencing+ PTT+ Video

20. 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

21. 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

22. 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

23. 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

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