Push-to-Revenue: Maximizing Potential Beyond Basic Push-to-Talk. David Wetherelt, Director International Carrier Sales

Transcription

1 Push-to-Revenue: Maximizing Potential Beyond Basic Push-to-Talk David Wetherelt, Director International Carrier Sales

2 Push-to-Talk: The Application Driving Today s Market The First Killer Application For IP Data Networks A beach-head for introducing the IMS architecture Offers a flexibility to launch a wide range of services - Phil Marshal, The Yankee Group Boosts ARPU By An Average Of 15%* Lowers Churn Through The Affinity Nature Of Group-based Calling 340 Million Push-to-Talk Subscribers Forecast Worldwide By 2008* Coast-to-Coast Walkie-Talkie * Source: dynamicsoft internal research, Wintergreen Research PTT 2

3 Push-to-Talk Deployment Risks Too Fast Time-to-Market Rushing in to capture the gold Vertical Solutions Limited or no long-term evolution Quality Suffering Unacceptable latency, poor user experience Reliance On Legacy Technology Using circuit-switched offerings for needed QoS PTT 3

4 Key Requirements for a Successful Push-to-Talk Deployment Low Risk, Quick-to-Market Stable, commercially deployed, re-usable platform assets Standards Compliant 3GPP/3GPP2 Solution Architecture for carriers worldwide for next-generation services Industry standards trends (IMS Core Architecture) Internet Engineering Task Force (IETF) and the Open Mobile Alliance (OMA) Reusable Architecture for Additional Services Inter-carrier Push-to-Talk, Push-to-Talk roaming, service bureau model Core capabilities, common framework for rapid deployment of new services Examples: Push-to-video, presence, location-based services Future Proofing of Carrier Investment A reusable platform based upon SIP that supports 3G IP networks Core Infrastructure for a full spectrum of multi-media services PTT 4

5 Heralding in a New Era of Services New Wireless IP Network Current Trend New Push-to-Talk Infrastructure New Handsets Little or No Pull Through Vertical Push-to-Talk Application New User Interface A Better Approach New Wireless IP Network New Push-to-Talk Infrastructure New Handsets Leveraging Assets Vertical Push-to-Talk Application Enhanced Push-to-Talk Services Enhanced Network Services Push- to-video Push-to-Voice Portal Push-to-Voic Inter-Carrier Push-to-Talk Push-to-Talk Roaming Service Bureau Enhanced Capabilities Dynamic Directory Voice-over-Wi-Fi New User Interface PTT 5

6 Core Infrastructure Service Framework Application Server Functions Script Execution/Servlet Execution Data Access APIs Provisioning Console Application Server SIP Push-to-Talk App Server SIP ISC Presence Server SIMPLE Presence Server Functions Composition Filtering Permissions/List Management ENUM Call Session Control Data Storage Server Call Session Control Functions Authentication Authorization Registration Service Selection and Interaction SIP Edge Proxy Edge Proxy Functions Signaling Compression SIP NAT/Firewall Traversal Protocol Adaptation NAT/Firewall NAT/Firewall NAT/Firewall 2.5G, 3G Data Public Wi-Fi Enterprise Cable/DSL Scalable, Standards-compliant 3GPP/3GPP2 Architecture Platform can be leveraged for additional services with addition of a presence server New services can be quickly created with addition of an application server PTT 6

7 A Family of Services, Not Just a Vertical Service Appeal and Total Addressable Market Expansion with Inter-carrier Push-to-Talk and Service Bureau Applications Increasing Value with Presence, Messaging, Group-based Applications, and Push-to-Talk over Wi-Fi Added to Base Push-to-X Push-to-Video Push-to-Voic Push-to-Voice Portal Wi-Fi Push-to-Talk on Wi-Fi Networks Enterprise Applications Presence Presence-enabled Buddy List Presence-enabled Broadcast Alert Push-to-Talk Base One-to-One Calls Group Calls Corporate Groups Push-to-Talk Inter-Carrier Inter-carrier Interoperability Roaming Service Bureau Push-to-Talk MVNO Enhanced Apps MVNO PTT 7

8 Presence Enabling Push Services Business World Multimedia Messaging Billing CRM Extranet Corporate Directory Visual Voic Voice/Data Conferencing Push-to-Talk Address Book Mobile Video Traffic Information Systems Public World Personal Security Sales Force Automation WLAN Delivery Tracking Presence-Enabled Applications Remote Supervision Systems Location Services Inventory Tracker Instant Messaging Picture Messaging Games Parking Finder Machine-to-Machine World Micro Payments Permissions Marketing/Adverts/ Coupons Customer Service Dating Services Consumer World Presence and Alerting Accelerate the Adoption of Push-to-X Services PTT 8

9 Other Push-to-X Revenue Opportunities Push-to-Video Allows user view a contact list with presence indicators for availability User selects persons for Push-to-Video dialog and initiates video streaming Push-to-Voic For occasions when actual dialog with contacts is not desired User directly accesses the voic of contact list and sends all a voice message Push-to-Portal Speech-enabled internet portals rapidly gaining popularity in e-commerce User will have the ability to interact directly with voice portals at the push of a button PTT 9

10 Push-to-Talk Over Wi-Fi: The Opportunity Unified Subscriber View of Carrier s Entire Communications Portfolio Extend cellular services to Wi-Fi Unify registration and routing regardless of attachment type Subscriber has a consistent view of a carrier s services in multiple environments and modes A significant Number Of Push-to-Talk Calls From Workers In Field Involve Coordination with Office Locations Communicate with warehouse workers, employees in campus environments, etc Enables Easier Penetration Of Enterprise Accounts Firewall/NAT traversal maintains the Enterprise walled garden Calls connected across national/ international boundaries Bulk addition of enterprise subscribers 3G Cellular Cellular Wide-Area Service Customer (Local/LD) Common SIP Routing Infrastructure Business Services Wi-Fi Broadband Service PTT 10

11 Summary There Are Four Key Capabilities Required To Deploy Basic Push-to-Talk These Capabilities Can Be Leveraged Into Enhanced Services Offerings Extended Beyond The Carrier s Subscriber Footprint And Expanded Beyond Traditional Wireless Networks and Services Push-to-Talk over Wi-Fi Presence-based Services Push-to-X Services Basic Push-to-Talk New Handsets New UI New Push-to-Talk Infrastructure IP Mobile IP Wi-Fi Interoperability/ Service Bureau A Carefully Planned Push-to-Talk Rollout Will Maximize Return On Investment Through An Increased Potential Of Service Offerings PTT 11

12 Information Resource David Wetherelt