Mavenir: Monetizing RCS through Innovation on Cloud Native Network​

Editor's Notes

• #3: This slide is extremely important as it summarizes the main messages and it is requested to be used as the top slide for any customer presentation in order to remind our positioning and so on. The slide could also be sued in order to position with one slide only discussion with customers. The main message is in the sub-title, where it is highlighted the nature of Mavenir as 100% Software company and end-to-end offering to Mobile Operators. The second message is about the mission to change the Mobile Network Operator (MNO) economic Model through Technology Innovation The slide includes several sections from top left down and then towards right: 1) Main facts of Mavenir as a company including headquarters, number of employees and patents and serving customers 2) 3 main blocks of the end to end offering 3) Quotes from the market in terms of the innovation and challenges to the incumbent telco suppliers by Mavenir 4) List of all the main logos and most important operators including Global account 5) Some quick facts and statistics of customers, subscribers supported and traffic carried on Mavenir solutions. Particularly important is the last figure with 175+M subscribers live expected by the end of 2018 on Mavenir NFV2.0, which means on Virtualized Environment with Openstack or similar, Life Cycle management and Orchestration (versus NFV1.0 which represent basic vertical Virtualisation with no automation and very limited lifecycle management
• #4: Mavenir is the global leader in mobile messaging solutions. We serve 250 MNO customers globally and 3 billion messaging subscribers. We have 60% of the global SMS market share and 34% of RCS where we have 13 active RCS deployment and 500 million activated RCS subscriber licenses. [Please note that this number is different from the 167mn monthly active users number that GSMA provides, those are users actively using RCS each month, whereas our number means subscribers that have been provisioned in the MNO network to use RCS, but not all of them will have an RCS enabled terminal yet]
• #6: Promotional and transactional traffic using SMS is limited by the 160 characters and the text only nature of the medium. That is what RCS is trying to overcome. RCS is the standardized evolution SMS with full multimedia capabilities to integrate pictures, sound, and video. It is also the carrier grade solution that is built into the device and provided by the MNO guaranteeing it works across networks and across devices by adhering to the RCS universal profile. It also includes mechanisms to fall back to MMS or SMS if needed. And it has been designed with both businesses and brands in mind. RCS is not the promise, it’s already here. What’s up today there is already 167 million monthly active users and the number is expected to grow to 1.2 billion by 2020. It has been deployed by 62 operators in 45 countries and it’s built into Android devices released in 2018. Android Messages is the default application for Android 8.0 and it handles both SMS as well as RCS. And Samsung is deploying the Samsung Messages application in all their new Samsung smart phones. RCS is presented as seamless evolution from SMS. The vice president of communication products at Deutsche Telekom compares RCS to the transition from black-and-white to color television. The expectation is that today’s 4 billion SMS subscribers would be converted seamlessly to RCS over time.
• #7: During the Mobile World Congress Americas held in Los Angeles in September of 2018, several brands presented the results of their early RCS based campaigns. For example, Vodafone, who has launched RBM commercially in 3 countries, saw a significant uplift on click-through for both internal and external campaigns, as well as on activation rates for their own marketing campaigns. Subway did A/B testing over SMS and RCS and found that RCS had a 10x uplift on click-through rates using the same message and just attaching an image. And UnoTV increased the number of unique users engaged. This is just focusing on A2P. P2A is in its infancy, with some operators such as AT&T enabling chatbot discovery within the messages app in select devices with key brands (Samsung).
• #8: Let’s look at the example of Business Unified Communications. If we look at today’s unified communication solutions, most providers have instant messaging included into their solutions, but they evolved from the wireline world, where messaging doesn’t exist. As a result, vendors had to build proprietary technology and created walled gardens, closed systems where communication is only possible with people within the same UCC system, and most of the times, within the same tenant of the UCC system. Federating those different walled gardens usually requires configuration per enterprise, which hinders the ability to provide a global messaging network. When we built our UCC solution at Mavenir, because of our mobile nature, we didn’t think twice. RCS was the right enabler to bring instant messaging into our solution. It had all the multimedia features that we required and completely eliminated the problem of delivering universal reach. The UCC application server has an RCS messaging system built in and can be connected to a Mobile Network Operator core to exchange messages with other mobile subscribers that are not part of the enterprise group, even if they do not support RCS because the MNO can perform fallback to SMS/MMS from the RCS system, without the need to implement that logic within the UCC system itself. And using RCS allows us to enrich the UCC use case by leveraging other MaaP capabilities, such as chatbots, natural language processing, artificial intelligence. One of the fastest models is that it is now possible to quickly enable text messaging on a landline number and deliver those messages to the UCC client, or even insert a chatbot on the business landline number that provides escalation to a human when needed, directly on the UCC client, without having to deploy a costly contact center solution. This opens up the door for MNOs to offer functionality to small and medium businesses and obtain revenue from a market that they couldn’t target before.
• #21: Business tools with a consumer experience: Mobile user experience so it is intuitive to the end user Download app Sign in Click, swipe & type (no star codes) All services from a single UI Look up contacts Call Message someone Start a group chat Video conference Schedule meetings