Telecom transform
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(1) Telecom companies are transforming their business models from traditional voice and SMS services to focus on data services and applications in the cloud era. (2) This involves opening up their networks through APIs to allow third party developers to build new services on top of their infrastructure. (3) Telecom companies aim to become platforms that can enable various services rather than just providing connectivity.
Telecom transform
- 2. Family Dinner, then and now 2
- 3. The Digital Torando 3 Smarter Devices Increased usage of digital content Increased cloud based processing storage Faster networks Richer contents applications
- 4. 電信服務市場的轉型 4 Voice SMS/MMS CRBT Music D/L Mobile TV Some APPs Voice SMS/MMS CRBT Music D/L Mobile TV Millions of APPs Walled Garden Walled Garden Internet Internet
- 5. 寄望於數據營收成長 5 Voice generates majority of revenue Data is key for future revenue Source: Informa Telecoms Media
- 6. KPN經驗 6 Illustrations of monthly bill of a high value customer from KPN Source :KPN investors day, May 2011 Jan 2010 Handset Jan 2011 Handset • Example of high value postpaid customer of KPN that renewed contract to advanced smart phone Recent Contract RenewalUsage Usage Nokia N 95 200 Minutes 200 SMS 37 Mb data Samsung Galaxy S 175 Minutes 160 SMS 204 MB data • OTT Applications leads to lower out of bundle revenues Subscription Voice Data Bundle Out of bundle Cost $30 $9.95 $22.5 Subscription Voice Data Bundle Out of bundle Cost $ $30 $9.95 $9.00 • Flat fee data package • Declining SMS traffic • Making space for voice minutes within combined Total Bill $62.45 Total Bill $ $48.95 voice SMS bundles OTT hampering the voice and SMS revenue！
- 7. Operator ARPU declining 7 Revenue is shifting DSL $25 $10-$30 Mobile Data $20 Fixed Services Mobile Services Operator Revenue Music Video GamingCommunication Shopping $0-20 USD • MP3s • Streaming • Satellite radio • CDs $0-20 USD • VoIP • Landline $0-100 USD • eBooks • eCommerce • Mobile SDP $30-100 USD • Satellite • Cable • DVDs $5-50 USD • Downloads • Online • Credits Content Provider Revenue • Theater • IPTV Monthly Consumer Spend (USD) Mobile Voice
- 8. 電信營收來源改變 8 Service: Voice, SMS Model: Minutes of Use Service: Data Model: Revenue per Bit per service $ Increase Revenue Increase Revenue Premium Services Increase MOU 3G Era2G Era
- 9. 3 Major Impacts 9 Networks ≠ Services IP networks reduce the barrier to entry the services Phone number ≠ customers Brand loyalty shifting to eroding store/device
- 11. ABC Challenges(ARPU, Bandwidth and Cost)Valueperbit Golden age Moderate performance ? A C B Voice SMS Mobile video WAP Mobile internet MBB access Millions of applications Voice SMS Mobilebroadband Ultra Broadband Killer applications Long tail operation
- 12. 電信業者的目標 12
- 13. Evolution of Communications 13 2007 1900’s 1980’s 2000’s 2011 2013 ? 80 years 20 years 7 years 4 years 2 years
- 15. Telco 2.0 Ø Transform from downstream centric to multi-mode. Ø Features of Telco 2.0 ü Convergent networks ü Abundant services, Internet mash-up ü Open, full roles’ participant ü Connect User ü Multi-sided business 15 Developers Retailers Government Media Advertiser Assets and Capabilities Core Service New MBB platform Services Millions of customers, Thousands of segments, Hundreds of devices Downstream Customers Telco Upstream Customers
- 16. Convergent User Interfaces Experiences Ø Convergent Services: Smart Communication, Unified Box, Connected SNS, Convergent Address Book: Ø Convergent User Experience: Unified user interface across multiple terminals, User Centric Design methodology and practice. 16 Smart Communication Unified Box Connected SNS VoIP SMS MMSTDM Convergent Address Book (CAB) Telecom Internet Email VMSVideo User Centric Design • Continual improvement • Match customers’ requirements Unified User Interface (Web/WAP Portal, PC Client, Mobile Client)
- 17. 17 Telco. M2M SDP Title in here Cloud UX Mobile AD RCS NFC
- 20. SDP(Service delivery platform)架構 20 Business flow supportBusiness flow support Increase pipe revenue through intelligent control Ø Open enabler services, enrich pipe - Manage, control, operation - Introduce OTT - Pipe fill Build characteristic enabler to improve pipe revenue Open service, share new value space Cloud Platform Data capability API Media capability API Network optimization capability API Support capability API Industry capability API aggregation deployment management transaction distribute Internet DPI Service transaction Service distribution when where what howwho Enable service App display、transaction Enable service App innovation、deployment SCS Enabler Cloud Service Enabler Social Media Enabler M2M Enabler Video Enabler Content Delivery Enabler APP/ Content Enabler User Profile Enabler Real timecommunication capability API
- 21. 能力開放(Open APIs) 21 Payment Location Authentication SMS MMS Others Mobily • The new relationship between operator and OTT is resource exchange; • New growth point from Internet applications with API openness ;
- 22. 改變客戶使用服務的方式 22 IVR 18% SMS 26% 12% WAP 6% Business Hall 28% WEB 10% USSD Consumer Access Type IVR 12% SMS 20% USSD 10% WAP 5% 10% Business Hall 18% WEB API 25% Consumer Access Type Forecast Now More channels will be adopted for service access; More requests from external link such as SNS, native and web apps;
- 23. 預估API使用變化 23 5% SMS 75% Mobile Payment 15% API Usage Now MMS Other 5% Now Forecast Payment 30% Obtain Profile 5% AuthenNcaNon 10% LocaNon 5% SMS 35% 8% API Usage Forecast Other 7% MMS
- 24. 24 Exposure as API for Advertisement • • • Advertisement RBT ($) Order it with coupons ($) Developer Can do the magic (CEX) RBT Transformation Exposure as API for 3rd part content browsing • • Recommend Share mobily RBT Exposure as API for smart apps • Listen ($) nice way • Download full track ($) • User Generated “Do your RBT” Open API範例: CRBT OTT
- 25. Open API範例: Streaming OTT 25 • • • Pin on the wall Preview video Order TV programs mobily Streaming Coordination with MBB network police control • • • Media resource reservation Guaranteed Qos User Generated Content Streaming Transformation
- 26. Open API範例: Missed Call Notification 26 • • • Out of reach customized message Notify to my social profile Notify to my IM app Miss Call Notification Ideas around Miss call notification mobily MCN Miss call from Alice, Mobile number: 00966-‐54637480 1
- 27. 可能的API開放模式 27 Carrier Open API Alliance Carrier 1 Carrier 2 ISP/App /Web API Rent Invoke API SP/CP OTT Payment User Payment Social Customer Service
- 28. 外部能力的整合 28 External Capabilities Service Cap. Data Cap. User Data Assets Data Pipe Capability Offering Layer Mash-up External Cap. Pipe Cap. Telecom Enablers Capability Exposure Layer Core Enabler Layer Self-owned Service Cloud Service Mash-up Management Transaction Distributing Cloud Cap. IT Cap. Payment Charging Authentication Ecosystem On Demand
- 29. 面對OTT，打不過就加入 29 libon, Orange, • 三位一體：免費的高清呼叫、文本信息和智 能私人可視語音郵件 -- 各種網絡都可以 • 同步於90個國家推出，免費使用 A+Show, 亞太電信, • 雲端名片 • 可用bumping, QR code, SMS, mail交換名片 • 企業版，實體名片列印
- 30. 願景 30 TATTOOTTTelecom At The Top Of Over The Top
- 32. Construct An Experience-‐Oriented Network 32 Improved Quality Better Air Experience Increase 3G Competitiveness Integrate Network，Unified experience Office Bar Subway Work ReleasedDriving Better E2E experience n n Increase wide coverage deep coverage Move from 2G to 3G n n Increase indoor coverage Improve VIP experience n n Provide diverse 3G Service DOrB upgrade to compete with HSPA n n E2E QoS Management to improve Service experience KPI improvement Develop subscribers fast with the concept of“ Customer is God whom we treat with heart”, Trying to be leader in 3G market
- 34. M2M 未來的希望？ 34 50 Billion things, a blue sea? Cloud Medical Buildings Energy Transport Industrial Retail Consumer RFID Wireless LAN/ WAN Middle ware Infrastructure EnterpriseDiagnostics Supply Chain Location Automation Asset Monitoring Ø Revenue sources: l Open API to 3rd/developers, then share service revenue l Revenue from operator in-house services l Sustainable income from continuous delivery of unique services
- 35. 電信服務的演進 Buildings People Intelligent Subscriber Devices Homes 人對人 人對物 物對物 語音/訊息服務 數據/內容服務 物聯網服務 ~2006 ~2012 月租/計次營收 內容營收 專案/服務營收 2013~
- 36. M2M 架構(電信業者未必能主導) 36 • 中興 • 華為 • 正文 資料來源: www.nxn.com.tw 奈峰科技網站 Module Manufacturers M2M Solution Providers Business Partners End Users
- 38. RCS Vision 38 Smart Communication Communicate in your favorite way •Voice/Video Call •Message (SMS/MMS/Email) •Smart Routing Unified Box Facilitate your information exchange •One Message Box •Online Storage Sharing •Information Toolkit Connected SNS Bridge Telecom and Internet to One Network •Multimedia Chat •Multimedia Blog •SNS Roaming IM Convergent Address Book Collect your friendship InternetTelecom Social Communication
- 39. RCS 39 More functions on CAB Personal Information • Portrait • Free text • Status • … Convergent Contact List: • RCS Friends List • SNS Friends List • Local Friends List • … Friend’s Information: • Whether online • Portrait • Status • Free text • SNS method • …
- 40. Mobile AD. 40
- 41. 新的廣告媒體: 手機 41
- 42. 行為+地點+內容=行動廣告 42 Enable a brand-new Multi-mediaAdvertising Service Experience ‘Location + Behavior + Content’ Product Strategy
- 43. 行動廣告平台架構 43 喜好興趣(社群) 去過哪裡 交友關係 學經歷等… 門號 姓名/性別/地址/年齡 通話行為 廣告應用服務平台 Data Mining 模組 客戶管理 / 查詢模組 訂單管理 / 查詢模組 審核及權限 管理模組 排程管理 / 查詢模組 帳務管理 / 查詢模組 報表管理 / 查詢模組 SMS CRBT Push LBS Web AD + 電信基本資料 行為資料 CRBT In-App Ad Other Mobile Ad
- 44. Cloud 44
- 45. 45 Exploring Enterprise Customer Work Through the Cloud Exploring Personal Service Life Through the Cloud Exploring Multi-mode Business Operation Through the Cloud
- 46. 電信業者在雲端扮演的角色 46 Telcoms Manage Devices Industry specfic Cloud Solutions Big data and Location based Business analytics Iaas, Paas, Saas Wholesale Hosted IT infrastructure Hosted applications Provide developer platform Source: PWC
- 47. Telecom Cloud Possibilities 47 Source: PwC Co- Location IaaS Storage Compute PaaS API platform Turnkey platform OS mgmt. SaaS User and developer communit ies App market place Industry spec. Cloud Service Providers Enterprises SMBs Consumers Margin BPaaS Users, devices sessions Analytics Security LBS Billing Market Leading
- 48. 面向中小企業的雲計畫 48 Deploy Managed ICT Services for SMBs Pipe IT Service Cloud Infrastructure OneICT CT Service Cloud Platform Great Benefits to SMBs Ø From Purchase to Lease: • Utility Computing, • Scalability, • Customization Services Ø One Stop Service: • Easy and Efficient Ø On-demand
- 49. 電信公司雲計畫架構 49 公有雲 APTG 私有雲 托管 私有雲 創意 雲海 個人 雲 雲桌 面 雲海 市集 備份備援雲 Management Provisioning Cloud OS H/W 雲主 機 A P T 營 運 系 統 接 口 OES CMS BSCS PG Web …….
- 50. NFC 50
- 51. NFC 業務模式 51 交通#1 交通#2 銀行#1 銀行#2 亞太 服務商#1 服務商#2 應用Portal TSM SE TSM JV 管理及推廣者 SP (軟體共同上架於TSM) 遠傳 威寶 Channel 數位皮夾 用戶 亞太 數位皮夾 遠傳 數位皮夾 威寶 數位皮夾 台灣大哥大 數位皮夾 中華電信 數位皮夾 亞太 威寶 亞太 遠傳 威寶 亞太 威寶用戶 亞太 威寶 亞太 遠傳 威寶 亞太 台灣大哥大 中華電信 威寶用戶 威寶用戶 威寶用戶 亞太用戶 台灣大哥大 用戶 中華電信 用戶 遠傳用戶 威寶用戶 • SP與OP雙方洽 談合作方式 (合 作條件由雙方決定) • SE及SP上架管理平台 • 共用數位皮夾平台， 依MNO決定呈現方式 • 數位皮夾由各MN O主導並獨立運作 • 掌握SP定價與上架權 • 掌握對User定價權 • 掌握SE管理及運用
- 52. NFC but NOT Payment 52 地區資訊 其他應用