webrtc global summit - april 2014
DESCRIPTION
Terry McCabe, CTO at Mavenir Systems, talks about WebRTC and Unified Communications at the WebRTC Global Summit in LondonTRANSCRIPT
© 2013 Mavenir Systems | | Page© 2014 Mavenir Systems | | Page4/1/2014 1WebRTC Global Summit – London
WebRTC and Unified CommunicationsRevolutionizing how we communicate
Terry McCabeCTOMavenir Systems
April, 2014
Presented to:
© 2013 Mavenir Systems | | Page© 2014 Mavenir Systems | | Page4/1/2014 2WebRTC Global Summit – London
First mover advantage with several world first commercial deployment of 4G LTE solutions
Deployed with 3 of top 5 US and 4 of top 5 European mobile operators, and 9 of top 20 operators globally
Capitalizing on 2 key network trends: 4G All-IP and cloud-based software
Pure Play 4G LTE vendor focused on mobile network transformation
Founded in 2005 with a vision to lead the transformation from 2G/3G to 4GNov 2013- IPO NYSE: MVNR
A leading provider of converged voice, video, messaging and mobile core network solutions
Disruptive software-based mobile services platform
Mavenir Company Overview
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CostLTE spectral efficiency significantly
improves cost per megabit
SpeedLTE speeds provide optimum user experience for data hungry mobile
apps and services
LTE is here today
Massive investment by mobile industry
– Creating a platform for new services
– Driving user expectations
– …but not a service in itself
Are we creating a platform for OTT?
– Failing to launch compelling services
– Encouraging the “bit pipe” perception
LTE
3G LTE
Faster Data Network First Gen 4G Devices High latency call setup (CSFB) Separate Voice/Data Battery Life (DR Devices)
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VoLTE – Inflection point for mobile
• VoLTE is the default solution for an efficient, high quality voice and video calling solution in LTE
• A compelling reason to deploy IMS
• Integrated clients arrive 2014 bringing high quality user experience
• Enables quality Video services on a fit-for-purpose transport
VoLTE2G/3G Service Parity
LTE support for Voice & SMS (VoLTE) and mobile services (IN)
InteroperabilityVoLTE provides global
interoperability and roaming, and roaming between coverage areas
Better Voice Network Next Gen 4G Devices Low latency call setup Simultaneous Voice/Data Battery Life (SR Devices) Service Paucity (2G/3G User
Experience)
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RCS – Telephony evolved?
• Foundation is IMS
• “raise the bar” by providing competitive like-for-like services as OTT
• Give consumers what they expect, or they go elsewhere
• But can it move quickly enough?
RCSOTT
Fully interoperable & reliable like-for-like rich services competitive
with Skype, WhatsApp, etc…
Richer User Experience Competitive OTT services Integrated user experience Global Interoperability Reliability & QoS
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What do OTTs bring to the Industry?
• Disruption of traditional business models– An impact to Voice and Messaging revenues– However experiences vary greatly by geography and
market
• Driving the cutting edge of user experience– Showing the market what a multi-device communications
experience should look like– Proving there is a demand for rich media communications– Educating consumers in a cost-free, risk-free environment
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Move center of gravity from device players to service providers
OTTs are not constrained by access networks, neither should the mobile operator be!
Provide consistent user experience through network intelligence
Integration with WebRTC to address a whole new set of endpoints
Enable New Business Models…
What WebRTC enables for mobile players
Cloud
Cloud ServicesUbiquitous service reach and
consistent user experience across multiple devices over multiple
access networks
Staying Connected Broad 4G Device Ecosystem Single Mobile Identity Consistent user experience
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Operator Opportunity
• Authorization, Authentication, Security and Privacy– Existing assets in place that can be
leveraged• Identity Management
– The most trusted ubiquitous identity, the phone number is owned and managed by the operator
• Quality of Service– Mechanisms and expertise built
over years• Regulatory engagement
– Emergency services and Lawful Intercept
• Network Effects– Entire global connectivity
Authentication
Security
Privacy
Identity
QoS
Network
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Operator trials in progress today
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Operator trials in progress today
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Operator trials in progress today
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Operator trials in progress today
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Operator trials in progress today
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Operator trials in progress today
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Operator trials in progress today
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Operator trials in progress today
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Use Case: Customer Service
• WebRTC enables RCS services to the desktop.• Customer service agent can accept calls from customers who are RCS
enabled• Customer Service agent can
– Accept voice or video call from customer– Can stream a pre-recorded short tutorial for a service installation or
share it during the voice session with the customer– Can use video call to walk the customer through the issue
customeragent
• Video call• Video share• File Share• Chat
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Use Case: Soccer Match Portal
• Soccer Match Portal – Immersive experience with live
participation amongst fans (private or public)
– Users are watching soccer game and can comment on it via audio/video calls and chat
– For same screen experience Video/Video Conferencing can be supported as overlay video.
• Fans can invite other users to watch what they are watching– Video Share
• WebRTC gateway enables the communications– Browser makes the
communications native along with the online viewing experience
Conference overlay
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Use Case: Roadside Assistance
• User dials roadside assistance over their RCS phone
• The call is delivered to the CSR over WebRTC
• The CSR asks you to enable video sharing so that they can see the warning lights on your dash or see the damage to your tire before deciding whether to send a tow truck or a patrolman.
• Use of video increase the CSR's awareness of the caller's circumstances
– Eg. Can see infant and vulnerable driver in exposed location, so prioritize call
• Role of WebRTC – Allows the CSR to access the RCS
services that are available on the subscriber's smartphone, making video a usable part of the customer service scenario.
“can you turn on video and show me the dashboard”
“can you show me where the smoke is coming from”
“can you share your location with me”
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Use Case: Ride Share
• Ride-share organization– Mobile device mounted on the windshield used commonly for navigation
can be used for sharing video from the vehicle.• Inside camera or outside camera
– It could be used by dispatcher to observe its truck/taxi/delivery vehicles fleet, including audio call with drivers, video call
• Status check etc.
– In vehicle camera video share with the dispatcher• Security., remote assistance
– Outside camera video share with the dispatcher• Road conditions , Traffic conditions
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Use Case: Virtual Call Center
• Many organizations support virtual call centers today, where the agents have access only to voice communication
• With RCS services enabled in the browser, the virtual call center is more practical– Browser becomes the agent
portal– All communications can be
handled via browser– Voice/Video/Messaging
services are supported– The agents are not restricted
to any location for any service
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The Challenges - Technical
• Maturity of Browser solutions– Still significant issues with new browser revisions– Rapid cycles of browser bring inconsistent behavior
• Video quality over mobile transports– Difficult to stabilize Ux even in controlled demo
environments– Significantly different quality experience on different
Android devices with the same Chrome browser• Browser Ubiquity
– Apple and Microsoft create a hole in the ecosystem• Consistent client call control API
– ORCA (Open Realtime Communications API) shows potential
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The Challenges - Business
• Telco QoS expectations– 99.999% availability requirements– Service ubiquity and consistency of behavior– Billing / Customer care integration
• Business Cases– When do you cannibalize your traditional “core” business– Introducing 3rd party payment models
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The inhibitors to Mobile Ecosystem
What we know“IMS is complex and deployment takes years”“We must find a way to charge directly for services”“We have to take small steps”
Not invented here“OTTs are not bound by our regulations or expectations”
The quest for perfection“Best effort voice will not be accepted by customers”“Consistent experience across all devices is critical”
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In Summary
• WebRTC can enable mobile operators to extend reach beyond access technology– Create network service presence on any web device
• WebRTC can increase the effectiveness of OTTs in delivering Services to mobile subscribers– As integrated WebRTC comes to the device potential to
challenge the network Quality of Experience• WebRTC can enable collaboration between network &
OTT– Leverage “the network” offering as wholesale capability to
innovators– Focus on creating a scaled reliable “cloud” of
communication services
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Thank YouQuestions?
Presented to: Terry McCabeCTOMavenir Systems
April, 2014