TADSummit EMEA 2019, Improving the Experience of Realizing CXTech Use Cases
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The document discusses the transition from basic communication services to advanced CPaaS (Communication Platform as a Service) offerings, highlighting the benefits and pain points for various stakeholders, including service providers and enterprises. It emphasizes the need for enhanced innovation, customer engagement, and simplified integrations in a rapidly growing and fragmented market. Additionally, it addresses the complexities faced by vendors and the impact of decision-making processes in the context of competitive pressures and operational challenges.
TADSummit EMEA 2019, Improving the Experience of Realizing CXTech Use Cases
- 1. © Automat Berlin 2019 Footnote 1. Raw material & fairy dust 2. The dilemma 3. Some //a ideas Session 2: Closing the gap on Twilio Agenda 1 Improving the Experience of Realizing CXTech Use Cases Marten Schoenherr
- 2. © Automat Berlin 2019 Consuming party Value added services Platforms, APIs/SDKs Network access The No Logo Players slide From Raw Material to Fairy Dust 2 Adding fairy dustGold platingAccess to raw material CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises
- 3. © Automat Berlin 2019 Consuming party Value added services Platforms, APIs/SDKs Network access The Logos we have played with From Raw Material to Fairy Dust 3 Adding fairy dustGold platingAccess to raw material CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises
- 4. © Automat Berlin 2019 Consuming party Value added services Platforms, APIs/SDKs Network access The Portfolio of Communication Services //automat CPaaS Framework 4 CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises Adding fairy dustGold platingAccess to raw material Advanced CPaaS offering Everything from basic CPaaS offering – plus: ▪ Simple service development ▪ 3rd party integration (AI/ML, TTS, NLP…) ▪ Specialized features (2FA, number masking…) ▪ Visual design tools ▪ Service delivery to 100+ network operators ▪ Focus on customer engagement, A2P, workflow customization ▪ Business centric: UCaaS, CCaaS ▪ Global footprint Basic CPaaS offering ▪ Developer friendly APIs/SDKs ▪ Cloud platform operation ▪ Pay-as-you-go provisioning model ▪ Programmable voice ▪ Programmable messaging/SMS/RCS ▪ Video services ▪ WebRTC, In-app, push-notifications ▪ Omni-channel CSP offering ▪ Access to wireline and wireless telco infrastructure ▪ Main offering includes voice, SMS and data with focus on native P2P communication ▪ CSPs often have a territorial/ regional focus ▪ Services are heavily restricted by governmental regulations
- 5. © Automat Berlin 2019 Consuming party Value added services Platforms, APIs/SDKs Network access Benefits & Pain Points From Raw Material to Fairy Dust 5 CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises Adding fairy dustGold platingAccess to raw material Benefits ▪ Focus on customer experience ▪ High level of innovation with new services ▪ Fast product-to-market ▪ One-stop-shop for all feature needs ▪ Global availability in 100+ countries Pain points ▪ High prices per transaction ▪ Non-transparent QoS ▪ Risk of lock-in for mission critical services Benefits ▪ Out-of-the box solutions ▪ Developer focussed with simple integration via APIs/SDKs ▪ Broad range of service offerings ▪ Pay-as-you-go, no high volume contracts Pain points ▪ ‚One-size-fits-all’ applications, low level of customization, no VAS ▪ CPaaS market is in hyper growth phase with high level of fragmentation and non-transparency ▪ Vendor decision complex Benefits ▪ High QoS ▪ High volume delivery ▪ Robust & reliable network infrastructure Pain points ▪ High level of telco engineering expertise required at client side ▪ Lack of capabilities and services required to compete with CPaaS offerings ▪ Complexity of legacy system slows down speed and ability to innovate
- 6. © Automat Berlin 2019 The Dilemma It is a # game 6
- 7. © Automat Berlin 2019 Consuming party Value added services Platforms, APIs/SDKs Network access #Players vs. #Developers vs. #$$ The Dilemma 7 Adding fairy dustGold platingAccess to raw material CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises
- 8. © Automat Berlin 2019 Consuming party Value added services Platforms, APIs/SDKs Network access #Players vs. #Developers vs. #$$ The Dilemma 8 Adding fairy dustGold platingAccess to raw material CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises A trillion $ market Multiple players/country/region A few developers capable of consuming it Complex software stacks enabling it
- 9. © Automat Berlin 2019 Consuming party Value added services Platforms, APIs/SDKs Network access #Players vs. #Developers vs. #$$ The Dilemma 9 Adding fairy dustGold platingAccess to raw material CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises 10 Bn $ market Just a few player in the world Huge developer community Very common technology stack
- 10. © Automat Berlin 2019 Consuming party Value added services Platforms, APIs/SDKs Network access #Players vs. #Developers vs. #$$ The Dilemma 10 Adding fairy dustGold platingAccess to raw material CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises 10 Bn $ market Just a few player in the world Huge developer community Very common technology stack A trillion $ market Multiple players/country/region A few developers capable of consuming it Complex software stacks enabling it Consuming party ▪ Vendor selection complex ▪ Vendor lock-in in any case ▪ Changing requirements by ▪ Geography (scaling) ▪ Compliance ▪ Performance indicators (SLAs) ▪ Usage of multiple vendors „not supported“
- 11. © Automat Berlin 2019 Some //a ideas Help them all (except the CPaaS leaders) 11
- 12. © Automat Berlin 2019 Consuming party Value added services Platforms, APIs/SDKs Network access Some //a Ideas 12 CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises CPaaS Enablement Adding fairy dustGold platingAccess to raw material Motivation: Lifting Players to a Higher Level
- 13. © Automat Berlin 2019 Consuming party Value added services Platforms, APIs/SDKs Network access Some //a Ideas 13 CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises CPaaS Enablement Adding fairy dustGold platingAccess to raw material Motivation: Lifting Players to a Higher Level Goal ▪ Enabling CSPs to provide CPaaS APIs ▪ Accelerating service innovation and business transformation at CSP ▪ Better monetization of carrier assets ▪ Become/stay relevant for customers demanding communication APIs
- 14. © Automat Berlin 2019 Consuming party Value added services Platforms, APIs/SDKs Network access Some //a Ideas 14 CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises CPaaS Enablement Service Aggregation Adding fairy dustGold platingAccess to raw material Service Aggregation
- 15. © Automat Berlin 2019 Consuming party Value added services Platforms, APIs/SDKs Network access Some //a ideas 15 CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises Adding fairy dustGold platingAccess to raw material Service Aggregation Service Aggregation API API API API API API API APICPaaS Enabling Goal ▪ Enabling CSPs to partner with API providers to resell their APIs ▪ CSPs becoming a ‚one-stop-shop‘ for communication APIs providing partner APIs as well as own APIs ▪ Accelerate speed of innovation by learning from API developers ▪ Better monetization of carrier assets (when integrated in network infrastructure)
- 16. © Automat Berlin 2019 The Uber Case: Risking Lock-In When Scaling Big Some //a Ideas 16 Adding fairy dustGold platingAccess to raw material Consuming party Service exposure Value added services Platforms, APIs/SDKs Network access The Story behind Uber and Twilio ▪ 2011 – Uber became a Twilio client after Uber’s partner had a scheduled outage. Within one month Uber’s SMS service was running on Twilio’s platform. ▪ In 2017, Uber became more and more successful and Uber accounted for 12 percent of Twilio’s revenue. Twilio’s pricing model was not suited for scaling big, while vendors similar to Twilio offer lower prices. ▪ Additionally Twilio was facing technical issues when SMS messages being marked and charged as sent but not delivered. ▪ In 2017, Uber decided to change the way they do messaging and Twilio shares plunged 30 percent in extended trading. Source: CNBC, 2017; Blackberry, Infobip, MessageBird
- 17. © Automat Berlin 2019 Consuming party Service exposure Value added services Platforms, APIs/SDKs Network access Some //a Ideas 17 CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises CPaaS Enabling Service Aggregation Universal API Adding fairy dustGold platingAccess to raw material One More Thing
- 18. © Automat Berlin 2019 Consuming party Service exposure Value added services Platforms, APIs/SDKs Network access Some //a Ideas 18 CPaaS Leaders Communication Service Providers CPaaS Challengers Service Providers, Enterprises Adding fairy dustGold platingAccess to raw material Universal API Universal API Universal API ▪ Serves as API exposure layer towards consuming parties ▪ Provides access to multiple CPSs/CPaaS providers ▪ Provides increased transparency for CPaaS market ▪ Service portability across all integrated providers ▪ Performance-based routing (e.g. LCR, MOS, QoS, QoE, latency…) ▪ Real-time routing based on consuming parties preference API API APIAPI API APIAPI API API
- 19. © Automat Berlin 2019 Footnote Some //a FOSS //a contributions 19 ▪ //afone iOS reference implementation A reference implementation for SIP/WebRTC based telephony on iOS. It can be used with different communication stacks with little effort. It comes with an easily extensible adapter concept that encapsulates all details of various providers. ▪ Node-RED GUI The initial focus has been given to implementing the Actions of a Push API, i.e., manipulating incoming or outgoing calls before they are connected to the respective party. Some Real-Time Call Manipulation (RTCM) API features have also been implemented (e.g., terminating an ongoing call). ▪ Towards TwiML universal API (ongoing) Implementing TwiML (verbs) in an universal API connecting to multiple providers API´s converting to specific schemes, and providing a database to do realtime decision based routing.