Next Generation Messaging Market Outlook

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Information about Next Generation Messaging Market Outlook
Technology

Published on January 28, 2009

Author: Ronald.Gruia

Source: slideshare.net

Description

Overview of the carrier messaging space - including a current snapshot. Presentation given at the VMA Conference in Prague (October 2008).

Next Generation Messaging Market Outlook Ronald Gruia Principal Telecom Analyst - Emerging Communications © 2008 Frost & Sullivan. All rights reserved. This document contains highly confidential information and is the sole property of Frost & Sullivan. No part of it may be circulated, quoted, copied or otherwise reproduced without the written approval of Frost & Sullivan. Prague, October 21 st , 2008

Next Generation Messaging Market Outlook “ At a Glance” Agenda Current State of the Market Market Trends Technology Trends Future Trends Conclusions

“ At a Glance” Agenda

Current State of the Market

Market Trends

Technology Trends

Future Trends

Conclusions

1. Current State of the Market

Next-Gen Messaging Platforms Uptake How does one characterize the uptake of next-gen messaging platforms? Borrow a term from the music world: “ Allegro ma non troppo ”, which literally means “fast but not too much” Next-gen messaging platforms have been deployed throughout the world, but the uptake (from a business perspective) has not been as fast as some industry pundits had originally forecast Best Characterized by a Musical Tempo

How does one characterize the uptake of next-gen messaging platforms?

Borrow a term from the music world: “ Allegro ma non troppo ”, which literally means “fast but not too much”

Next-gen messaging platforms have been deployed throughout the world, but the uptake (from a business perspective) has not been as fast as some industry pundits had originally forecast

Modular Next- Gen ESP Architecture Enables Component Re-use for Various Apps Next-Generation Application Platform Overlay (2.5G) Services (own) Overlay New (3G) Services (in-house or third-party) Application Layer Data Layer Multimedia IP Msg. Store Subs. Info Presence Access Layer The advent of converged architectures and new reference models (e.g. Intel ATCA and IBM Blade Center) led to the integration of several VAS in a single platform. This addresses one of the biggest issues that SPs had with the older “silo” based approach to deploying new services. Multimodal (VXML, SALT) support: DTMF, Voice, Text, Visual, Stylus PDA / PC Tablet interfaces Older Services

Next-Gen Platform Benefits OPEX savings (see example below and also lower maintenance/support) Better capabilities to serve the “long tail” subscribers with new combinational services and other VAS Greater architectural flexibility / more effective way to introduce new services Ability to blend in many communication paradigms (conversational, streaming, interactive download and store/forward) in a single platform; “converged mailbox” can aggregate e-mail, VM, SMS, MMS and IM messages and increase subscriber loyalty via a “sticky bundle” 0 1000 2000 3000 4000 2008 2009 Footprint m 2 3600 m 2 0 1000 2000 3000 2008 2009 Power kW 1900 kW 86 kW

OPEX savings (see example below and also lower maintenance/support)

Better capabilities to serve the “long tail” subscribers with new combinational services and other VAS

Greater architectural flexibility / more effective way to introduce new services

Ability to blend in many communication paradigms (conversational, streaming, interactive download and store/forward) in a single platform; “converged mailbox” can aggregate e-mail, VM, SMS, MMS and IM messages and increase subscriber loyalty via a “sticky bundle”

Operators Taking Their Time to Embark on a Full Migration Messaging typically considered a “medium priority” item, losing out versus 3G migration, RAN capacity addition, fiber/broadband build-outs, etc. Success of certain transitional solutions is extending the useful lifetime of the legacy messaging infrastructure Business case justification is difficult in certain cases and based mostly on existing platform obsolescence or OPEX savings Operators increasingly relying on a “just-in-time” model and on capacity additions instead of new CAPEX and over-engineering of the systems Converged carriers still going through the “organizational convergence” needed to bring in “bellheads” and “netheads” together

Messaging typically considered a “medium priority” item, losing out versus 3G migration, RAN capacity addition, fiber/broadband build-outs, etc.

Success of certain transitional solutions is extending the useful lifetime of the legacy messaging infrastructure

Business case justification is difficult in certain cases and based mostly on existing platform obsolescence or OPEX savings

Operators increasingly relying on a “just-in-time” model and on capacity additions instead of new CAPEX and over-engineering of the systems

Converged carriers still going through the “organizational convergence” needed to bring in “bellheads” and “netheads” together

2. Market Trends

Economic Downturn Translates into Tighter Spending New models will be considered, including hosted, converting CAPEX into OPEX, and even revenue share models in certain cases Projects will typically become prioritized based on OPEX reduction considerations first (instead of new revenue generation) A more gradual build-out approach will be chosen particularly for newer applications and greenfield markets

New models will be considered, including hosted, converting CAPEX into OPEX, and even revenue share models in certain cases

Projects will typically become prioritized based on OPEX reduction considerations first (instead of new revenue generation)

A more gradual build-out approach will be chosen particularly for newer applications and greenfield markets

SaaS (Software as a Service) Trend Source : Frost & Sullivan Licensing Model Perpetual Subscription/Utilization Hosted On Premise SaaS Benefits : lower up-front financial commitment greater flexibility and scalability reduction of hardware/capital requirements lower maintenance and support costs.

SaaS Benefits :

lower up-front financial commitment

greater flexibility and scalability

reduction of hardware/capital requirements

lower maintenance and support costs.

iPhone Impact to the VAS Market All that the required development is a user-friendly GUI and a way to tap into the VM message store (via the IMAP interface). Any third party developer that can get API access to the VM message store can create a visual VM application Therefore, visual VM will be available not only on Apple iPhones, but also in a variety of other handset models (as a third party application designed by an ESP vendor or an ESP/client vendor combo) Key issue: client (MMS approach might be the way to go for now) Visual VM is expected to become more popular Users can listen to their voicemails by clicking directly on them via a GUI (shown in the left); this means they no longer have to listen to the messages in the classic sequential manner App is not new (i.e. existed in the enterprise market since the early 90’s) first as a precursor to UM and then as part of a UM solution

All that the required development is a user-friendly GUI and a way to tap into the VM message store (via the IMAP interface). Any third party developer that can get API access to the VM message store can create a visual VM application

Therefore, visual VM will be available not only on Apple iPhones, but also in a variety of other handset models (as a third party application designed by an ESP vendor or an ESP/client vendor combo)

Key issue: client (MMS approach might be the way to go for now)

Visual VM is expected to become more popular

Users can listen to their voicemails by clicking directly on them via a GUI (shown in the left); this means they no longer have to listen to the messages in the classic sequential manner

App is not new (i.e. existed in the enterprise market since the early 90’s) first as a precursor to UM and then as part of a UM solution

SMS Routers: Helping Operators Increase Their Profitability Architectures for Comverse SMS Router (left) and Tekelec TekMedia™ (right) Source : Comverse, Tekelec OPEX Savings : in the range of 40 to 65%, due to fewer T1 lease costs and lower customer trouble management (includes billing inquiries, network build-out, customer provisioning and network management). CAPEX Savings : typically anywhere from 50 to 70% depending on the percentage of spam traffic. With an SMS router, instead of being clogged by spam, network resources could be applied to accommodate more SMS. This results in CAPEX savings, since fewer SMSC capacity additions are needed.

OPEX Savings : in the range of 40 to 65%, due to fewer T1 lease costs and lower customer trouble management (includes billing inquiries, network build-out, customer provisioning and network management).

CAPEX Savings : typically anywhere from 50 to 70% depending on the percentage of spam traffic. With an SMS router, instead of being clogged by spam, network resources could be applied to accommodate more SMS. This results in CAPEX savings, since fewer SMSC capacity additions are needed.

New Business Models Examples Service providers will have to create more differentiate services to meet the demands of the “long tail” and cater to various user segments. As a result, we believe that we will see the introduction of a variety of innovative promotions and loyalty programs Examples include Sugar Mama (Virgin Mobile USA program that gives users free airtime for viewing sponsored ads - up to $5/day) and Promo Tonos (Orange Spain program offering discounts to subscribers willing to listen to musical ads while making a call)

Service providers will have to create more differentiate services to meet the demands of the “long tail” and cater to various user segments.

As a result, we believe that we will see the introduction of a variety of innovative promotions and loyalty programs

Examples include Sugar Mama (Virgin Mobile USA program that gives users free airtime for viewing sponsored ads - up to $5/day) and Promo Tonos (Orange Spain program offering discounts to subscribers willing to listen to musical ads while making a call)

3. Technology Trends

Defining IMS in Layman’s Terms Josef’s moustache and Leonid’s eyebrows represent the same line of hair, except the latter is vertically shifted upwards… That sounds a lot like a computer scientist’s solution to a problem: redefine it to a higher layer of abstraction! (the abstraction in this case is the “horizontalization” of common functions that can be re-used with IMS).

IMS: A More Efficient Service Implementation Source : Frost & Sullivan

Technology Perspective: We Believe IMS Is Ready, But… Even in the worst-case scenario in which IMS does not achieve the goals of AIN, it will at least be a good means to an end, by getting carriers and vendors to speak the same language and accelerating service delivery. IMS introduces standards/web-based programming models based on well known specifications such as SIP rather than closed, proprietary systems entailing a higher overall level of programming complexity IMS will provide operators with the ultimate sandbox to experiment with different applications and find the right combination for a certain customer segment IMS will allow operators to fail more often and fail more cheaply

Even in the worst-case scenario in which IMS does not achieve the goals of AIN, it will at least be a good means to an end, by getting carriers and vendors to speak the same language and accelerating service delivery.

IMS introduces standards/web-based programming models based on well known specifications such as SIP rather than closed, proprietary systems entailing a higher overall level of programming complexity

IMS will provide operators with the ultimate sandbox to experiment with different applications and find the right combination for a certain customer segment

IMS will allow operators to fail more often and fail more cheaply

Until We Get There… Transitional Solutions A host of companies will be providing solutions here (e.g. Tekelec - SIP-SS7 Service Mediation; AppTrigger – ASC; NEVs (Ericsson, NSN, ALU, etc.), messaging vendors (Comverse, Unisys, HP, Intervoice, etc.) and other players SAVE MONEY MAKE MONEY Make Next Generation Services Available to Legacy Subscribers A GOOD TRANSITIONAL STRATEGY Make IN/AIN Services Available to IMS Subscribers Legacy Subscriber Base Revenue Potential L e g a c y M a r k e t Next Gen Subscriber Base N e x t G e n M a r k e t Revenue Potential Maximize Revenues Makes the IMS Business Case Work

4. Future Trends

RCS (Rich Communications Suite) consortium created by the top 5 handset vendors, operators (France Telecom/Orange, Telefonica, TeliaSonera, AT&T, Telecom Italia – some joined early, others later) and NEVs (Ericsson, Nokia, Alcatel-Lucent) Objectives: revitalize IMS market, drive common spec for new apps (presence-enabled address book, enhanced messaging, video telephony, gaming, etc.), stimulate interoperability testing Announced at MWC (Barcelona Feb. 2008) and demoed in Paris at the IMS World Forum (April 2008) with Sony-Ericsson, Nokia and Samsung handsets The key question is… will RCS help operators solve the current client conundrum? If so, that could fuel more growth for visual VM solutions. RCS: Key IMS Client Initiative

RCS (Rich Communications Suite) consortium created by the top 5 handset vendors, operators (France Telecom/Orange, Telefonica, TeliaSonera, AT&T, Telecom Italia – some joined early, others later) and NEVs (Ericsson, Nokia, Alcatel-Lucent)

Objectives: revitalize IMS market, drive common spec for new apps (presence-enabled address book, enhanced messaging, video telephony, gaming, etc.), stimulate interoperability testing

Announced at MWC (Barcelona Feb. 2008) and demoed in Paris at the IMS World Forum (April 2008) with Sony-Ericsson, Nokia and Samsung handsets

The key question is… will RCS help operators solve the current client conundrum? If so, that could fuel more growth for visual VM solutions.

It is all about mashups (combining web based API to create a new services) – e.g. life2life (Second Life & Amazon), WeatherBug (WeatherBug & Virtual Earth), Zillow (Real estate info & Virtual Earth), etc. Third party developers can download APIs for free or use “plug-ins” Telco 2.0 and the Emergence of Web Mashups

It is all about mashups (combining web based API to create a new services) – e.g. life2life (Second Life & Amazon), WeatherBug (WeatherBug & Virtual Earth), Zillow (Real estate info & Virtual Earth), etc.

Third party developers can download APIs for free or use “plug-ins”

Over-the-top players and web mashups means that a response is needed from the telco world WIMS 2.0 (Web 2.0 and IMS) is Telefonica’s response, proposing a two-sided strategy for convergence, offering IMS capabilities to the Web 2.0 environment and using web 2.0 services and technology to enrich telecom services Telcos Are Beginning to Respond Telefonica created WIMS and Open Movilforum to expose IMS capabilities This is just one initiative that will raise the value for both IMS and Web 2.0 services

Over-the-top players and web mashups means that a response is needed from the telco world

WIMS 2.0 (Web 2.0 and IMS) is Telefonica’s response, proposing a two-sided strategy for convergence, offering IMS capabilities to the Web 2.0 environment and using web 2.0 services and technology to enrich telecom services

Telefonica created WIMS and Open Movilforum to expose IMS capabilities

This is just one initiative that will raise the value for both IMS and Web 2.0 services

Industry Will Shift to Newer Media Revenue Models The convergence of the Web 2.0 and the Telco worlds will also mean that the traditional telecom business models will eventually change This will lead to the advent of blended models in which advertising will become a bigger part of a carrier’s revenue mix Consumer Pays Hybrid Advertiser Pays iTunes Cable TV Network TV Consumer pays 30% advertising Free to consumer Music / TV / Movies 70% consumer pays Fully ad sponsored Source: IBM Institute for Business Value (IBV) and Economist Intelligence Telecom Industry Executive Survey (n=252)

The convergence of the Web 2.0 and the Telco worlds will also mean that the traditional telecom business models will eventually change

This will lead to the advent of blended models in which advertising will become a bigger part of a carrier’s revenue mix

5. Conclusions

The Emergence of the Horizontal Organization Here’s Mobilkom Austria’s suggestion for organizational restructuring to support IMS, based on the experience for this Austrian wireless incumbent Source: Mobilkom Austria Service Platforms Messaging & Enabler Circuit Switched - Core Network - Packet Switched Service Delivery Platform Network Service Platform ASMP, WAP GW, Radius, ... IN / NGIN Text & Multimedia Voice & Video Service Enabler SIM Development NSS Planning Traffic Planning IP Nets Mobile Packet Core SMS, MMS VMS, IVR, Voice Portal, ... LBS, Video Tel, Streaming, J2ME, ... SIM, OTA MSC, HLR MSC, HLR GPRS, PTT, IMS, ... WLAN, LAN, IPC, DataGuard, ...

Emerging Market Expansion Will Require Solutions for Low ARPU Users A new generation of applications will need to cater to the needs and budgets of low ARPU subscribers These include: GSM access point in a village, pre-paid apps, SMS payments, SMS ad insertion, etc. GSM Access Point in a Village Source: NSN

A new generation of applications will need to cater to the needs and budgets of low ARPU subscribers

These include: GSM access point in a village, pre-paid apps, SMS payments, SMS ad insertion, etc.

Austrian economist who greatly influenced the economic development theory and coined the famous term " creative destruction ". Innovation cycles are disruptive in nature: new firms and existing ones that can adopt the new technologies can thrive under this environment, whereas others eventually vanish because they cannot make the necessary adjustments. In deploying some of these next-generation services, incumbent carriers will have to balance pricing discipline and the Schumpeterian Wave , but eventually, if they do not end up cannibalizing their own revenues other competitors will do so. Don’t Forget About Joseph Schumpeter… Joseph Schumpeter (1883-1950)

Austrian economist who greatly influenced the economic development theory and coined the famous term " creative destruction ".

Innovation cycles are disruptive in nature: new firms and existing ones that can adopt the new technologies can thrive under this environment, whereas others eventually vanish because they cannot make the necessary adjustments.

In deploying some of these next-generation services, incumbent carriers will have to balance pricing discipline and the Schumpeterian Wave , but eventually, if they do not end up cannibalizing their own revenues other competitors will do so.

Q & A Session Ronald F. Gruia Program Leader - Emerging Telecoms, Principal Telecom Analyst  rgruia@frost.com  +1-416-490-0493 Thank You

Frost & Sullivan: Leading Growth Consulting & Research Firm with 30 offices across the globe and more than 45 years of partnership with Blue Chip firms

Report Features Next-Gen Messaging Platform Uptake: “Allegro Ma Non Troppo” 135 slides Key market trends, including feedback obtained in recent shows (MWC, CTIA, etc.) Feedback received from over 60 operators globally Impacts of NGN Transition, IMS, 3G Migration, Move to IP Platforms Special section on the iPhone and the impact to the VAS marketplace (Visual VM) 100+ graphics / charts 360 view of the competitive landscape Outlook on emerging technologies, including mobile advertising, telco 2.0, SaaS Special section on SMS Routers SMS / MMS Forecasts and impacts on the ESP marketplace Clients and RCS initiative Pricing models, demographics and other strategies to help operators succeed Uncovering opportunities in the emerging markets The advent of new common multi-VAS platform A look at voice SMS, video SMS and speech-to-text solutions Forecasts, segmentation, including detailed look at the assumptions (including pricing) RFP outlook

135 slides

Key market trends, including feedback obtained in recent shows (MWC, CTIA, etc.)

Feedback received from over 60 operators globally

Impacts of NGN Transition, IMS, 3G Migration, Move to IP Platforms

Special section on the iPhone and the impact to the VAS marketplace (Visual VM)

100+ graphics / charts

360 view of the competitive landscape

Outlook on emerging technologies, including mobile advertising, telco 2.0, SaaS

Special section on SMS Routers

SMS / MMS Forecasts and impacts on the ESP marketplace

Clients and RCS initiative

Pricing models, demographics and other strategies to help operators succeed

Uncovering opportunities in the emerging markets

The advent of new common multi-VAS platform

A look at voice SMS, video SMS and speech-to-text solutions

Forecasts, segmentation, including detailed look at the assumptions (including pricing)

RFP outlook

A 360 View of the Global Messaging Market Order at the VMA show and receive a discount - please see me during a break Geographical Regions Covered North America (NA) Caribbean And Latin America (CALA) Europe, Middle East and Africa (EMEA) Asia Pacific (APAC) NA CALA EMEA APAC

Order at the VMA show and receive a discount - please see me during a break

Geographical Regions Covered

North America (NA)

Caribbean And Latin America (CALA)

Europe, Middle East and Africa (EMEA)

Asia Pacific (APAC)

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