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RCS as a platform. Monetization: API & VAS Platforms
Webinar slides. Jan, 21st 2014
RCS vs OTT.
And, what is RCS / & where is deployed?
OTT Facts
q OTTs succeed gaining traction among users, being multi-platform.
q OTTs have imposed a free or very cheap service that makes difficult for telcos to charge the person to person messaging anymore.
q OTTs still perceived as less secure by enterprise but it is changing.
q Different business models being tested: Telco partnership, internal games, annual fee,
Good news for telcos !!!
Offering only person to person communications for annual minimum fee and not exposing API for B2C use cases cases
BAD news for telcos !!!
WeChat & Line among others are opening messaging to B2C cases SUCCSESSFULLY.
http://www.abs-cbnnews.com/lifestyle/gadgets-and-tech/09/29/13/line-wechat-move-conquer-europe
The DEMAND for B2C rich messaging ALREADY EXISTS
A couple of examples about how enterprise is using IM (Whatsapp in this case) “rudimentary” for business purposes.
Take Away fast food using Whatsapp rudimentary to take orders, just reading the app client, no possible integration with their order
back-end
Radio-Station using Whatsapp to get feedback from audience.
Just reading the IM client, no IT integration that
could add value
Why not having API to integrate IM with IT back-ends?
Why not RCS to fulfil this market demand?
Time is Money
q Coca-Cola VP Marketing asked in the RCS Seminar (MWC 2013) to use joyn as channel.
q In the meantime Coca-Cola tested with Line.
q Nobody will be waiting for telcos anymore…brands prefer telcos, enterprises rely more in telco security…but it is not an stopper. If telcos do not offer what they need they will look somewhere out.
Sirs, it is happening right now
Time is money What to do?
Create a 3rd way to access to mobile services complementary to Mobile Web & Apps, where the telcos have a role.
Towards a Messaging-‐Centric
Mobility
From voice to text
q Due the easiness of the new messaging alternatives, and data connectivity almost “always” there, people is starting to consider intrusive to make a call if it could be solve by texting.
q Texting cheaper than voice
q Young people likes texting, they text as fast as they can talk, then it is preferred
q The texting “remains”, local history. It helps personal management.
visionary companies saw that 4 years ago
http://www.slideshare.net/voxeo/the-rise-of-realtime-text-and-the-demise-of-voice
today is RCS ready to add telco IM as B2C channel
Voxeo CXP is a Self-Service Application Lifecycle Management suite, and RCS/joyn as a new delivery channel was included using RCS network API to reach RCS users.
Source: http://blogs.voxeo.com/voxeotalks/2013/09/04/joyn-voxeo-cxp-a-new-way-to-deliver-customer-care/
What is RCS as a PlaTorm using the network API?
A2P – P2A, Communicating
People with Services & Brands :
CRM self-service, advertisement, etc
OPENNESS: API to create interacXve Services
M2P, communicating people and things
Mash-Up Cases,
Internet tools as joyn
Combining content API & joyn API
RCS API GW
Example: own telco self-service
Textual CRM Self-‐Service
http://www.youtube.com/watch?v=vn1hqFmN4Q4
Example: using joyn by airline to provide 2 hours befor flight the boarding card and likely a plan to arrive to the gate. It could be done.
Push B2C comms.
LBS self-service, bus real time information. Sending location to bus company, info of nearest stop & its line and waiting times delivered real time.
GeolocaXon based chat based service
https://www.youtube.com/watch?v=TN6L-_UXwpA
In-‐app RCS embedded communicaXons
q If the customer supports multi-device environment, RCS Thin Client Server API can be used to embed joyn chat and file transfer in mobile apps as REST.
q App developers will have a communication framework to embed chat, FT, location push,etc without needing a mobile base with mobile joyn clients powering “device API”.
q It could help to boost telco messaging for in-app 2 in-app communications cross platform and acquire joyn users via in app messaging.
The role of RCS Ubiquity
Smart TV
UBIQUITY: API expand RCS across all screens
WebRTC unified communications
Firefox OS
Messaging-‐Centric use cases available in all your screens make telcos perceived value & relevance soar.
Business Models. The key, moneXzaXon
It is not possible to charge RCS/joyn to the users as SMS in the past, as today’s alternatives (OTTs) make it impossible.
Needed to rethink the messaging monetization
The NON possible business model
While voice and SMS are commoditized and offered as fix bundle, voice & SMS charged by message and minute still work for A2P (application to person).
Tropo & Twilio are examples of independent voice & SMS providers as API with a lot of developers registered & revenue.
ApplicaXon to person-‐A2P Traffic
And Telcos already partnering with API vendors
q Enterprise with high traffic and perhaps dedicated GWs as Banks, Utilities etc
q Verticals as mobile journalism, m-health, advertising, etc
q Long Tail of developers.
Types of potenXal B2C offering parXes
q CRM self-service interaction, adding chat/file transfer as additions channel for customer service.
q Chat based games and leisure cases.
q Advertisement (non-intrusive better)
q Vertical cases telco powered (real time streaming to online media: mobile ENG, multimedia task reporting)
q Long tail developers will add thousands of cases.
Types of A2P Cases
Chat based sponsored services
Free services:
• LBS information
• Weather
• Casual games
Can be sponsored with additional message from the sponsor/advertisement -> SMART advertisement
The telcos can “sell” to trusted partners via API the EUC feature to get real time confirmation for transactions (even with PIN).
Telco as Notary.
End User ConfirmaXon
Adding RCS to the PSTN and access to messaging via Smart TV and make it accessible via WebRTC can add value to the users, reduce churn and perhaps induce more revenues due the usage of chat based services
Adding value to the PSTN
The “naming business”
RCS can use SIP URI identities.
Then a new business appears: the premium names, for big companies & also to be acquired for new services:
• santander@carrierXXX.es
• weather@carrierYYY.com
Annual fee for premium identities.
What do we need to start?
internet
SIP
MSRP
RTP/ RTCP
REST API
RCS-‐e API Gateway RCS-‐e Core
IMS
Instant Messaging
AS SBC
RCS-‐e LiveServe
Friendly Telco Border
FTB
UNI
IMS Core, RCS servers, RCS-e clients DO NOT need any modification
Chat access to
internet tools
3rd party
services
CRM
telco
RCS 3rd API Exposure. RCS API Gateway
Ubiquity,
API based joyn clients for Web, WebRTC,
Firefox OS, Smart TV
Openness,
A2P, P2A, M2P, CRM cases created with the
API
Also offered as Cloud based architecture
The API exposure platform is in the cloud (public or private) as the platform only needs connectivity to P-CSCF or SBC, just as device clients
Full cloud RCS core + REST API exposure, currently Solaiemes has interoperated with a RCS core in the cloud vendor this architecture
Solaiemes RCS API is easy to integrate with leading API management solutions and also embed a testbed for testing the API based services created. Could be offered purely cloud based or on telco premises.
Example: integration with
RCS Developer Portal
https://www.youtube.com/watch?v=YZ3brYkQcKo
RCS Store can be integrated with RCS client or run as a separated App.
It allows to search for chat-based use cases created with the API for developers or enterprises and add them as entries in the phonebook to start using them.
Also, the RCS Store allows rating and providing feedback regarding the each published use case and could introduce some side monetization as “promoted” chat based cases.
RCS Store. The market of chat-‐based use cases
https://www.youtube.com/watch?v=YtpUO6hgw7I
Solaiemes developed an advertising engine with 2 sides, the advertiser side (as web front-end & the developer side as API.
We aim to build a look-alike Google Adwords/Adsense model for a new contextual media: the chat-based services as information services, chat-based games, casual services and creating a revenue share model for telcos and developers. Use cases will soar RCS users, and interactions could get monetized from 3rd parties highly targeted advertising based on textual context and location.
RCS Ad Server. Helping telcos to moneXze
https://www.youtube.com/watch?v=IA43-AQCY9U
Solaiemes API allows to create not only A2P cases but also group chat casual cases as inviting a chat based game, playing it and the game-buddy will leave the group after the game.
Can be used for other VAS monetizable services as real time multiparty translator, etc.
The concept of “in-‐chat apps”
https://www.youtube.com/watch?v=WCdjuv2KB4w
Other VAS Type. Messaging mess as opportunity for premium service.
q Messaging is preferred for personal communication as being perceived as less intrusive, but too much messaging becomes overwhelming & intrusive.
q White/Black list is not effective way to “configure” who can message me.
q Timeframes, levels of urgency, etc are new axis to determine which messages could be real time.
q Managing off-line responses and incoming messages treatment is needed.
Messaging starXng to be intrusive.
Deliver a premium service allowing the user to configure who can message him/her at which times, create auto-responses and a message center to answer at their convenience
Opportunity
How to make RCS a successful service? The keys
1. Launch ASAP. Interoperability with other telcos can wait. RCS core, clients and API & VAS plaTorms already available.
2. Launch “as a plaTorm” with network API exposure since day 1. Test the water.
3 Eat your own food. Use RCS as channel for own purposes as customer care, call compleXon, info services. It will be easier later to sell the concept to the Enterprise.
4 Engage developers with a developer programme as they love. Devs like comms when useful & usable.
5 Design from day 1 a clear pricing structure for B2C based on RCS. Market only exists if you are offering something for a price.
6 RCS Store, Store, Store. Make clear that rich messaging based services can be marketed, rated and smoothly added to the phonebook as “apps”.
7 In the same way that internet companies look to generate “telco” revenue, go for “internet” revenues as adverXsing, and do it smartly
8 Extend the “reach” of RCS based services making RCS mulX-‐screen. Wherever you have a screen you can use RCS.
9 Don’t be concerned about the latest feature of a given OTT, make them concerned about your last blue ocean discovered thanks to the API.
10 TIME IS MONEY. ACT NOW.
more about Solaiemes
Team Juan developed his career in several companies as Motorola (Networks and Mobile Devices divisions), DMR Consulting (now Everis), ICEX (Spanish Foreign Trade Office) and Colortex. Juan holds an MSc degrees in Telecom Engineering from Polytechnics University of Valencia (Spain), an MSc in Economics from UNED (Spain) and a Diploma in Politics from the University of London (Lead College, LSE). http://www.linkedin.com/in/juanmateu
Jose has developed his career in Motorola and Ceselsa-Indra Mr. Recio holds an MSc in Telecom Engineering from Universidad Politécnica de Madrid and an MSc (Distinction) in Information Security from Royal Holloway College, University of London. http://www.linkedin.com/in/chema
Luis had previous roles at Motorola and Alcatel. developing Switching, GSM coverage planning and IMS software. Also worked at Textil Bondrap. Mr. Valencia holds an MSc degree in Telecommunications Engineering from the Polytechnics University of Valencia (Spain). http://www.linkedin.com/in/luisvalencia
David developed his career in Motorola, Altran SDB and Consum SCV. David holds an MSc degree in Telecom Engineering from Polytechnics University of Valencia (Spain) and an executive MBA from EOI Business School (Spain). http://www.linkedin.com/in/davidculebras
• Started activities in 2007 trying to open Push to Talk and IMS VideoShare as REST API. Pivoted to RCS API exposure in 2010, 1st to market solution and editors of the GSMA spec on RCS API.
• Awarded in 2011 as pioneers in the area: GSMA RCS Innovation Winner.
• Staff: 15. Growth planned. HQ in Madrid (Spain).
• Currently with contracts in 4 tier-1 telco groups and several opportunities opened in 3 continents.
• GSMA API provider for Joyn Innovation Accelerator.
• Accreditation for API GW and Web Solution submitted.
Key Facts
ü Solaiemes is solving a real problem telcos have. To find a new role and make their assets a platform in the way that developers can use them, as API. Solaiemes is recognized by pioneering this field in the next telco messaging, RCS joyn.
ü Solaiemes team is experienced, visionary, with international experience in several continents and able to do more with less and execute.
Why us?
www.solaiemes.com
www.rcsasaplatform.com
http://blog.solaiemes.com
http://www.youtube.com/solaiemes
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