RCS as a platform. Monetization: API & VAS Platforms

Webinar slides. Jan, 21st 2014

RCS  vs  OTT.  

And,  what  is  RCS  /                    &  where  is  deployed?  

OTT  Facts  

q  OTTs succeed gaining traction among users, being multi-platform.

q  OTTs have imposed a free or very cheap service that makes difficult for telcos to charge the person to person messaging anymore.

q  OTTs still perceived as less secure by enterprise but it is changing.

q  Different business models being tested: Telco partnership, internal games, annual fee,

Good  news  for  telcos  !!!  

Offering only person to person communications for annual minimum fee and not exposing API for B2C use cases cases

BAD  news  for  telcos  !!!  

WeChat & Line among others are opening messaging to B2C cases SUCCSESSFULLY.

http://www.abs-cbnnews.com/lifestyle/gadgets-and-tech/09/29/13/line-wechat-move-conquer-europe

The  DEMAND  for  B2C  rich  messaging  ALREADY  EXISTS  

A couple of examples about how enterprise is using IM (Whatsapp in this case) “rudimentary” for business purposes.

Take Away fast food using Whatsapp rudimentary to take orders, just reading the app client, no possible integration with their order

back-end

Radio-Station using Whatsapp to get feedback from audience.

Just reading the IM client, no IT integration that

could add value

Why not having API to integrate IM with IT back-ends?

Why not RCS to fulfil this market demand?

Time  is  Money  

q  Coca-Cola VP Marketing asked in the RCS Seminar (MWC 2013) to use joyn as channel.

q  In the meantime Coca-Cola tested with Line.

q  Nobody will be waiting for telcos anymore…brands prefer telcos, enterprises rely more in telco security…but it is not an stopper. If telcos do not offer what they need they will look somewhere out.

Sirs, it is happening right now

Time  is  money  What  to  do?  

Create  a  3rd  way  to  access  to  mobile  services  complementary  to  Mobile  Web  &  Apps,  where  the  telcos  have  a  role.  

Towards  a  Messaging-­‐Centric  

Mobility  

From  voice  to  text  

q  Due the easiness of the new messaging alternatives, and data connectivity almost “always” there, people is starting to consider intrusive to make a call if it could be solve by texting.

q  Texting cheaper than voice

q  Young people likes texting, they text as fast as they can talk, then it is preferred

q  The texting “remains”, local history. It helps personal management.

visionary  companies  saw  that  4  years  ago    

http://www.slideshare.net/voxeo/the-rise-of-realtime-text-and-the-demise-of-voice

today  is  RCS  ready  to  add  telco  IM  as  B2C  channel  

Voxeo CXP is a Self-Service Application Lifecycle Management suite, and RCS/joyn as a new delivery channel was included using RCS network API to reach RCS users.

Source: http://blogs.voxeo.com/voxeotalks/2013/09/04/joyn-voxeo-cxp-a-new-way-to-deliver-customer-care/

What  is  RCS  as  a  PlaTorm  using  the  network  API?  

A2P – P2A, Communicating

People with Services & Brands :

CRM self-service, advertisement, etc

OPENNESS:  API  to  create  interacXve  Services  

M2P, communicating people and things

Mash-Up Cases,

Internet tools as joyn

Combining content API & joyn API

RCS API GW

Example: own telco self-service

Textual  CRM  Self-­‐Service  

http://www.youtube.com/watch?v=vn1hqFmN4Q4

Example: using joyn by airline to provide 2 hours befor flight the boarding card and likely a plan to arrive to the gate. It could be done.

Push  B2C  comms.  

LBS self-service, bus real time information. Sending location to bus company, info of nearest stop & its line and waiting times delivered real time.

GeolocaXon  based  chat  based  service  

https://www.youtube.com/watch?v=TN6L-_UXwpA

In-­‐app  RCS  embedded  communicaXons  

q  If the customer supports multi-device environment, RCS Thin Client Server API can be used to embed joyn chat and file transfer in mobile apps as REST.

q  App developers will have a communication framework to embed chat, FT, location push,etc without needing a mobile base with mobile joyn clients powering “device API”.

q  It could help to boost telco messaging for in-app 2 in-app communications cross platform and acquire joyn users via in app messaging.

 The  role  of  RCS  Ubiquity  

Smart TV

UBIQUITY:  API  expand  RCS  across  all  screens  

WebRTC unified communications

Firefox OS

Messaging-­‐Centric  use  cases  available  in  all  your  screens  make  telcos  perceived  value  &  relevance  soar.  

Business  Models.    The  key,  moneXzaXon  

It is not possible to charge RCS/joyn to the users as SMS in the past, as today’s alternatives (OTTs) make it impossible.

Needed to rethink the messaging monetization

The  NON  possible  business  model  

While voice and SMS are commoditized and offered as fix bundle, voice & SMS charged by message and minute still work for A2P (application to person).

Tropo & Twilio are examples of independent voice & SMS providers as API with a lot of developers registered & revenue.

ApplicaXon  to  person-­‐A2P  Traffic    

And  Telcos  already  partnering  with  API  vendors    

q Enterprise with high traffic and perhaps dedicated GWs as Banks, Utilities etc

q Verticals as mobile journalism, m-health, advertising, etc

q Long Tail of developers.

Types  of  potenXal  B2C  offering  parXes  

q CRM self-service interaction, adding chat/file transfer as additions channel for customer service.

q Chat based games and leisure cases.

q Advertisement (non-intrusive better)

q Vertical cases telco powered (real time streaming to online media: mobile ENG, multimedia task reporting)

q Long tail developers will add thousands of cases.

Types  of  A2P  Cases  

Chat  based  sponsored  services    

Free services:

•  LBS information

•  Weather

•  Casual games

Can be sponsored with additional message from the sponsor/advertisement -> SMART advertisement

The telcos can “sell” to trusted partners via API the EUC feature to get real time confirmation for transactions (even with PIN).

Telco as Notary.

End  User  ConfirmaXon  

Adding RCS to the PSTN and access to messaging via Smart TV and make it accessible via WebRTC can add value to the users, reduce churn and perhaps induce more revenues due the usage of chat based services

Adding  value  to  the  PSTN  

The  “naming  business”  

RCS can use SIP URI identities.

Then a new business appears: the premium names, for big companies & also to be acquired for new services:

•  santander@carrierXXX.es

•  weather@carrierYYY.com

Annual fee for premium identities.

What  do  we  need  to  start?  

internet  

SIP  

MSRP  

RTP/  RTCP  

REST  API  

RCS-­‐e  API  Gateway  RCS-­‐e  Core                            

IMS  

Instant  Messaging  

AS   SBC  

RCS-­‐e  LiveServe  

Friendly  Telco  Border  

FTB    

UNI  

IMS Core, RCS servers, RCS-e clients DO NOT need any modification

Chat  access  to  

internet  tools  

3rd  party  

services  

CRM  

telco  

RCS  3rd  API  Exposure.  RCS  API  Gateway              

Ubiquity,

API based joyn clients for Web, WebRTC,

Firefox OS, Smart TV

Openness,

A2P, P2A, M2P, CRM cases created with the

API

Also  offered  as  Cloud  based  architecture        

The API exposure platform is in the cloud (public or private) as the platform only needs connectivity to P-CSCF or SBC, just as device clients

Full cloud RCS core + REST API exposure, currently Solaiemes has interoperated with a RCS core in the cloud vendor this architecture

Solaiemes RCS API is easy to integrate with leading API management solutions and also embed a testbed for testing the API based services created. Could be offered purely cloud based or on telco premises.

Example: integration with

RCS  Developer  Portal  

https://www.youtube.com/watch?v=YZ3brYkQcKo

RCS Store can be integrated with RCS client or run as a separated App.

It allows to search for chat-based use cases created with the API for developers or enterprises and add them as entries in the phonebook to start using them.

Also, the RCS Store allows rating and providing feedback regarding the each published use case and could introduce some side monetization as “promoted” chat based cases.

RCS  Store.  The  market  of  chat-­‐based  use  cases  

https://www.youtube.com/watch?v=YtpUO6hgw7I

Solaiemes developed an advertising engine with 2 sides, the advertiser side (as web front-end & the developer side as API.

We aim to build a look-alike Google Adwords/Adsense model for a new contextual media: the chat-based services as information services, chat-based games, casual services and creating a revenue share model for telcos and developers. Use cases will soar RCS users, and interactions could get monetized from 3rd parties highly targeted advertising based on textual context and location.

RCS  Ad  Server.  Helping  telcos  to  moneXze  

https://www.youtube.com/watch?v=IA43-AQCY9U

Solaiemes API allows to create not only A2P cases but also group chat casual cases as inviting a chat based game, playing it and the game-buddy will leave the group after the game.

Can be used for other VAS monetizable services as real time multiparty translator, etc.

The  concept  of  “in-­‐chat  apps”  

https://www.youtube.com/watch?v=WCdjuv2KB4w

Other  VAS  Type.  Messaging  mess  as  opportunity  for  premium  service.  

q  Messaging is preferred for personal communication as being perceived as less intrusive, but too much messaging becomes overwhelming & intrusive.

q  White/Black list is not effective way to “configure” who can message me.

q  Timeframes, levels of urgency, etc are new axis to determine which messages could be real time.

q  Managing off-line responses and incoming messages treatment is needed.

Messaging  starXng  to  be  intrusive.    

Deliver a premium service allowing the user to configure who can message him/her at which times, create auto-responses and a message center to answer at their convenience

Opportunity  

How  to  make  RCS  a  successful  service?  The  keys  

1.    Launch  ASAP.  Interoperability          with  other  telcos  can  wait.  RCS    core,  clients  and  API  &  VAS    plaTorms  already  available.  

2.    Launch  “as  a  plaTorm”  with    network  API  exposure  since    day  1.  Test  the  water.  

3    Eat  your  own  food.  Use  RCS  as    channel  for  own  purposes  as    customer  care,  call  compleXon,    info  services.  It  will  be  easier    later  to  sell  the  concept  to  the    Enterprise.  

4    Engage  developers  with  a    developer  programme  as  they    love.  Devs  like  comms  when    useful  &  usable.  

5    Design  from  day  1  a  clear    pricing  structure  for  B2C  based    on  RCS.  Market  only  exists  if    you  are  offering  something  for    a  price.  

6    RCS  Store,  Store,  Store.  Make    clear  that  rich  messaging  based    services  can  be  marketed,    rated  and  smoothly  added  to    the  phonebook  as  “apps”.  

7    In  the  same  way  that  internet    companies  look  to  generate    “telco”  revenue,  go  for    “internet”  revenues  as    adverXsing,  and  do  it  smartly  

8    Extend  the  “reach”  of  RCS    based  services  making  RCS    mulX-­‐screen.  Wherever  you    have  a  screen  you  can  use  RCS.  

9    Don’t  be  concerned  about  the    latest  feature  of  a  given  OTT,    make  them  concerned  about    your  last  blue  ocean  discovered    thanks  to  the  API.  

10    TIME  IS  MONEY.      ACT  NOW.  

more  about  Solaiemes  

Team  Juan developed his career in several companies as Motorola (Networks and Mobile Devices divisions), DMR Consulting (now Everis), ICEX (Spanish Foreign Trade Office) and Colortex. Juan holds an MSc degrees in Telecom Engineering from Polytechnics University of Valencia (Spain), an MSc in Economics from UNED (Spain) and a Diploma in Politics from the University of London (Lead College, LSE). http://www.linkedin.com/in/juanmateu

Jose has developed his career in Motorola and Ceselsa-Indra Mr. Recio holds an MSc in Telecom Engineering from Universidad Politécnica de Madrid and an MSc (Distinction) in Information Security from Royal Holloway College, University of London. http://www.linkedin.com/in/chema

Luis had previous roles at Motorola and Alcatel. developing Switching, GSM coverage planning and IMS software. Also worked at Textil Bondrap. Mr. Valencia holds an MSc degree in Telecommunications Engineering from the Polytechnics University of Valencia (Spain). http://www.linkedin.com/in/luisvalencia

David developed his career in Motorola, Altran SDB and Consum SCV. David holds an MSc degree in Telecom Engineering from Polytechnics University of Valencia (Spain) and an executive MBA from EOI Business School (Spain). http://www.linkedin.com/in/davidculebras

•  Started activities in 2007 trying to open Push to Talk and IMS VideoShare as REST API. Pivoted to RCS API exposure in 2010, 1st to market solution and editors of the GSMA spec on RCS API.

•  Awarded in 2011 as pioneers in the area: GSMA RCS Innovation Winner.

•  Staff: 15. Growth planned. HQ in Madrid (Spain).

•  Currently with contracts in 4 tier-1 telco groups and several opportunities opened in 3 continents.

•  GSMA API provider for Joyn Innovation Accelerator.

•  Accreditation for API GW and Web Solution submitted.

Key  Facts  

ü Solaiemes is solving a real problem telcos have. To find a new role and make their assets a platform in the way that developers can use them, as API. Solaiemes is recognized by pioneering this field in the next telco messaging, RCS joyn.

ü Solaiemes team is experienced, visionary, with international experience in several continents and able to do more with less and execute.

Why  us?  

www.solaiemes.com

www.rcsasaplatform.com

http://blog.solaiemes.com

http://www.youtube.com/solaiemes