Simplifying IMSIMS, VoLTE, RCS and LTE

Guy Redmill

About UsA brief overview of Redmill Marketing Associates

• Outsourced marketing and strategic consultancy services for the TMT sector• Strategy• Communications• Analysis

• Deep knowledge of marketing and strategic needs of the TMT industries

• Clear, insightful communications and actionable marketing programmes

• An experienced, multi-skilled team to complement your in-house resources

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Before we begin...Some Clarifications

• How to simplify the IMS network to associate greater deployment of VoLTE, RCS and LTE • Creating seamless and integrated user

experience across multiple networks and devices is key

• Standardisation and how to successfully migrate

• Future plans and the importance of interoperability to prevent OTT spread

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Before we begin...Questions and Assumptions

• Do we need to simplify IMS?

• Do we need standards?

• Why do we want to halt the spread of OTTs?

• Isn’t there an alternative?

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IMSWhy is it so complicated?

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IMSWhy is it so complicated?

• All encompassing• Evolved by accretion - may contain defunct / obsolete genes

• Must support basic, as well as advanced telco services• Legacy preservation and protection• Complex call scenarios• Multiple network peering / interop

• Emergency calling• Regulatory compliance

• Local resolution

• Security and Scale

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But...It’s not just IMS that should be simplified

• It’s the processes around it...• Technical• Organisational• Cultural• Financial• Purchasing and integration

• Virtualisation and new business models will help• Turning of the PSTN to help too

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Positive Signs...But not enough

• Virtualisation removes need for proprietary hardware• Combines multiple entities into fewer elements

• Depending on scale and approach

• Enables more IMSaaS models or hosted offer or outsourcing• But business processes still need rethink

• Too many complex processes

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Seamless ExperiencesWhat do we mean by this?

• On a single device or between devices? • For what applications?

• Have expectations changed?

• How will expectations change?• Increasing real-time demands will have an

impact

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Experience vs Expectation Users demand consistency across devices

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Seamless ExperiencesHow is this to be achieved?

• Network connectivity / coverage• Behaviour• Nomadic• Mobile

• Quality of Service• Controversial but something needs to be done

• Sufficient bandwidth• Transition / persistence• Integration

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Standards & InteroperabilityComplicated but necessary

• Why?• For complex functionality to be easily replicated• For choice and flexibility• To enable a seamless experience

• But achieving standardisation is complicated• Process orientated• Time consuming

• Must be selective over when & where standards are used

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Standards & InteroperabilityComplicated but necessary

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InteroperabilityWithin and between networks

• Interoperability within and between networks• Commercial benefits

• Can be achieved without standards• But hard work

• Processes help accelerate process• Not the same as SAP integrating with AWS

• Need interop for seamless service delivery• And to deliver mandated requirements

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Islands of MessagingOTT’s problem with interconnectivity

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The Messaging ArchipelagoHow to navigate

• OTT threat depends on subscriber acquisition• Each community gathers its critical mass• There are big islands but the biggest is the mobile

community with IMSI• Most of the rest are walled gardens

• Mobile has the potential to unify• Not the other way round

• We use multiple services but I am only universally reachable via my phone numbers

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The threat...Is there one?

• Is there a consensus about messaging erosion?• Conflicting views...

• Apocalypse Now!• Nothing to see here, chaps• An opportunity

• Portio research:• 2017 - 2.5 billion OTT messaging users• 2017 - 6.7 billion SMS users

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The threat...The research

SMSVs

OTT $15Million

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RevenuePer

Hour

$3Million

OTTPortio Research

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Usage Patterns ChangeOTT and SMS use

• 2017 revenue per hour forecast (Portio Research)• OTT $5.2 million• SMS $13.4 million

• OTT and SMS are perceived as direct competitors• Zero sum game

• RCS has been positioned as a response / challenge to OTT

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RCS and VoLTEDriving IMS adoption?

• VoLTE is coming• HD voice quality and making effective use of data network• CSFB is fine as an interim step but VoLTE will grow

• Phase 2: SRVCC• Anchors voice session on IMS and enables voice services to be

delivered across LTE and legacy networks

• Most expect VoLTE to drive IMS adoption in mobile operators

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The FutureWhat’s in store?

• Interoperability, by whatever means, is essential• All IP networks also enable OTTs to offer better experience from the

their data-intensive applications• WebRTC is a big disruptor both for OTTs and operators• Alternatives to IMS will emerge but voice drives further deployments

for mobile• New network service delivery models are instructive

• Only operators with network coverage can ensure full continuity and

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Parasitism?What’s in store...

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Symbiosis?What’s in store...

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MutualismWhat’s in store...

OTT Spread?What’s in store...

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OTT Spread?What’s in store...

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• What’s to fear?• RCS etc won’t change anything

• But it (or something like it) is essential

• Legacy mindset must change - App download

• Must embrace change and offer:• A better experience• Something different

Embracing ChangeHow to do it...

• Make interoperability work• Provide a means of communication that is seamless and not

restricted to specific client applications• VoLTE / RCS• Voice is critical• Don’t think about challenging OTTs - consider developing symbiotic/

mutualistic relationships

• OTTs won’t replace MNOs...they need you!

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In ConclusionSumming up

• Simplifying IMS may be desirable, but it is not essential• Changing organisational processes is

• Standards are important, but not for everything• Interoperability is easier with standards than without

• OTT is not necessarily interoperable and users need this

• OTT is an unstoppable tide - but universal messaging and voice capabilities plus APIs offers most potential for MNOs to monetise beyond basic service revenues

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Post ScriptSumming up

• What services can add value and attract a premium in an MNO network?• Enterprise?• SME?• SoHo?• Consumer?

• My MNO offers me no value added services at all and probably makes more from my insurance policy...

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What are all of these?

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info@ redmillcommunications.com

@redmill_mktg

+44 (0) 203 137 2070

www.redmillcommunications.com

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ContactsHow to get in touch with us