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Impact of Over-The-Top (OTT) Applications on the Australian Enterprise
Communications Market
Key trends in the OTT market and their impact on traditional
communication applicationscommunication applications
Anand Balasubramanian
Industry Analyst, ICT
July 2013
Agenda
� Overview of Over-The-Top (OTT) Applications
� Key Trends Driving the Usage of OTT Applications
� Conclusion and Road Ahead for OTT Applications
2
OTT and Social Media Applications on the Rise
• E-mailing and making
calls from social media
platforms will be common
in the future
• Ease of downloading and
using an app for free makes users reluctant to
3
makes users reluctant to
pay for communication
services
• Applications such as
WhatsApp and Viber are
eating into traditional SMS revenues
Cost and Accessibility Rated as the Main Drivers for OTT Usage
53%
61%
Accessibility (from any device such
as desktop, mobile or tablet)
Cost (It is either free or we pay a
minimal fee by bypassing the
carrier network)
• Cost advantages
particularly attractive
for small businesses
• Ease of access from
any device – laptop,
smartphone or tablet
4
27%
31%
45%
0% 10% 20% 30% 40% 50% 60% 70%
No contract and licensing
overheads
Low or no maintenance overheads
Ease of use and high levels of
familiarity for users• Reliability, scalability
and quality of service
among the main
restraints
N=227
IP Deskphone and Skype Rated as the Main Mediums for Voice Communication
• OTT applications
growing in preference
as a VoIP solution
• Skype is the second
most often used VoIP
solution within
organisaitons
8%
38%
48%
Google Chat (or Hangout)
Skype
IP deskphone
5
organisaitons
• Google Hangouts,
Viber and Apple
Facetime among other
popular choices
0%
3%
4%
0% 10% 20% 30% 40% 50% 60%
OoVoo
Apple Facetime
Viber
N=227
31% of Organisations Rate Free Consumer Applications as the Preferred Method for Video Communications
• OTT applications
preferred to desktop or
personal video
endpoints
• Majority of small
businesses prefer to
use Skype or Hangout
31%
39%
Free to use consumer applications
such as Skype, Facetime, Google
Chat/Hangout etc
Traditional group or room based
systems (typically one or two
screen set up from vendors)
6
use Skype or Hangout for video
• Room based video
conferencing systems
remain the preferred
solutions for larger
organisations2%
28%
0% 10% 20% 30% 40% 50%
BlueJeans (cloud based video as a
service solution)
Desktop based or personal
videoconferencing systems (Cisco,
Polycom, LifeSize, Vidyo etc)
N=227
Skype and Google Rated as the Most Used OTT Applications within the Enterprise
20%
25%
78%
Viber
Google Chat or Hangouts
Skype
• Skype’s popularity and
familiarity as a
consumer application
driving usage within
enterprises
• Skype is widely used
for IM, voice and video
7
3%
9%
11%
12%
0% 20% 40% 60% 80% 100%
OoVoo
Other Applications
Apple Facetime
N=227
for IM, voice and video communication in
small and medium
businesses
• Google building tighter
integration of
Hangouts with its
email platform
Conclusion
• Cloud, mobility, social media and OTT services are driving
new communication experiences
• Cost saving, ease of use and superior user experience are
some of the main drivers for OTT usage
8
some of the main drivers for OTT usage
• Number of OTT players expected to emerge in the next few
years offering voice , video and SMS functions
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Today’s Presenter
Anand Balasubramanian, Industry
Analyst
Frost & Sullivan
Anand specializes in emerging ICT trends, technologies, businesses trends and market
11
Anand specializes in emerging ICT trends, technologies, businesses trends and market
analysis. His expertise lies in vendor and channel ecosystem analysis, developed through
various market research assignments. His writing skills range from white papers, market
insights to market analysis reports. He has a strong understanding of Enterprise
Communication and consulting in Multimedia Messaging, Wide Area Networks (WAN),
Content Distribution Networks (CDN) and Online Video Platforms (OVP) markets.
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