RCS Case Studies. David O Byrne Program Manager, Future Networks GSMA. 1 -GSMA Latin America TECT Group Meeting

Transcription

1 RCS Case Studies David O Byrne Program Manager, Future Networks GSMA GSM Association 2017 All GSMA meetings are conducted in full compliance with the GSMA s anti-trust compliance policy 1 -GSMA Latin America TECT Group Meeting

2 Agenda Overview of RCS David O Byrne, GSMA The RCS Opportunity Guillamue Le Menir, Mavenir RCS Business Messaging Silvio Pegado, Google RCS Business Messaging Ramy Riad, 3C Interactive Discussion 2

3 Overview of RCS David O Byrne Program Manager, Future Networks GSMA GSM Association 2017 All GSMA meetings are conducted in full compliance with the GSMA s anti-trust compliance policy 3 -GSMA Latin America TECT Group Meeting

4 RCS Mission Statement: Why now? RCS is an upgrade to SMS on a global scale. RCS evolves SMS and gives customers the experience they ve come to expect from OTTs natively in their handset. RCS is particularly well placed for A2P or business messaging as operators have a pre-existing relationship with customers based on secure identity and billing information. RCS is an operator service that will work on any smart device or network, bringing the messaging services of the future to over 4 billion mobile phone users. The roll-out of RCS has begun: Operators and OEMs are introducing RCS to the GSMA s Universal Profile standard, guaranteeing interoperability across devices, networks and operating systems. To find out more about RCS, visit our website: 4

5 GSMA Universal Profile (UP) A single, industry-agreed set of features and technical enablers Developed to simplify the product development and global operator deployment of RCS Will enable the industry to deliver a more advanced messaging experience for 4.7 billion subscribers Key Benefits of the Universal Profile: Simplicity: Common feature set and configuration Consistency: One common experience across all devices and operators worldwide Efficiency: Reduced time to market and interoperability testing GSMA Accreditation: Giving reassurance to mobile network operators and developers Download the UP now at: 5

6 RCS is growing! How does it compare? SMS Whatsapp Facebook Messenger Messaging Apps by Monthly Active Users (in billions) billion MAU 130 live networks - by Q SMS remains the world s largest platform with 3.5bn MAU. QQ Mobile WeChat Skype SnapChat million MAU - by Q As an SMS upgrade, RCS has this potential for growth. Viber 249 UNE 217 Blackberry Messenger Telegram million MAU 50 announced networks - Today KakaoTalk million MAU - Q

7 RCS is gaining momentum Google announces purchase of Jibe First Google Launch S8 seeded with RCS Supported by 75+ operators with a subscriber base of 1.5bn Q GSMA s Universal Profile Samsung announces RCS suite MWC 2017 Universal Profile v2.0 launched Operators now launched include: 7

8 RCS Launches 50 RCS launched & announced networks 25 Operators planning to launch RCS in Handset manufacturers implementing RCS Universal Profile 8

9 Messaging Product Feature Comparison FEATURES RCS WhatsApp Messenger WeChat QQ Snapchat Telegram KakaoTalk Messaging and file transfer X X X X X X X X Read receipt X X X.. X X X istyping X X X X X X X. Last seen online Planned X X... X. Location sharing X X. X X X X X Group chat X X X X X X X X Voting and event creation in group chat.. X.... X Enriched calling X SMS fallback X Chatbots X. X X X X X X Rich cards X. X.... Plug-ins X. X X X X X X Payments Planned. X X X X. X Mini apps... X.... Multi-device support Planned. X X.... 9

10 Hosted Solution: Technical Perspective ADVANTAGES Easy to deploy Only requires providing access from cellular network and enabling authentication Access may even be straightforward if using the internet APN as HOS APN Almost no in-house experience is required Easy interconnect Almost instant connectivity to other networks hosted by same party and all networks that party connected to already No technical expertise required for further connections Quicker to deploy DISADVANTAGES Separate infrastructure Requires dual registration Somewhat less efficient on client side Little control over feature roadmap of network More difficult to connect to legacy messaging infrastructure Fall-back to SMS on the client is probably most viable approach Requires providing 3 rd parties with options to authenticate user Limits authentication options Somewhat mitigated from UP 2.0 onwards with OpenID connect authentication that can be performed against endpoint provided by operator Less visibility of traffic Customer support and general monitoring (e.g. fraud prevention) will be harder 10

11 Operator Owned Solution: Technical Perspective ADVANTAGES More flexibility More options for differentiation from other operators E.g. integration with legacy messaging Infrastructure can be partly shared with VoLTE Allows to use joint registration More efficient on client-side (e.g. battery consumption) Provides more visibility of the traffic and user behaviour Makes it easier to provide customer support DISADVANTAGES Requires more expertise to set up and operate Deployment timeline will normally be longer Requires the establishment of specific connections with other networks Most networks can be covered with connections through hubs Some may need dedicated connections (e.g. other major operators in country) Need for joint project with other network No need to provide authentication options to 3 rd parties 11

12 Hosted vs. On-Premises A2P Revenue & Capex RCS A2P Revenue ~9-12 months ~3-6 months Start-up time On-Premise On-premises solutions allow Operator control of revenue but take longer to get to market Hosted Hosted RCS solutions may monetize by sharing RCS A2P revenue HIGH LOW CAPEX & OPEX Time 12

13 Ecosystem Principles: WA.09 WA.09 Ecosystem Principles is designed to support Operators in their discussions with the RCS supplier base, be it Client Provider, Hosted Platform Provider or Hub Service Provider Aligning the engagements will help standardise the ecosystem and help drive ubiquity. The document covers the following; Implementation Principles Specification for compliance and certification Terms for Hosted Services Hub Interconnections Interoperability Data Confidentiality Key references Prior to engaging with suppliers, Operators need to read WA.09 - RCS Ecosystem Principles (Available on GSMA Infocentre) 13

14 RCS Business Messaging Silvio Pegado Head of Business development -Messaging, Google GSM Association 2017 All GSMA meetings are conducted in full compliance with the GSMA s anti-trust compliance policy 14 -GSMA Latin America TECT Group Meeting

15 RCS Business Messaging $? RCS l Android Messages l Jibe Proprietary & Confidential

16 SMS inbox is for Business RCS l Android Messages l Jibe Customers understand that, the brands and carriers interact with them by the SMS inbox.

17 Business SMS - broad reach but limited Text-only, not interactive, no branding, no read receipts Bank suspicious transaction alert Airline boarding pass RCS l Android Messages l Jibe

18 RCS: An upgrade from SMS SMS/MMS RCS Basic text Rich messaging Unreliable group chat Easy group chat Limited photo sharing Non-updateable and fragmented High res photo/file sharing Updateable, consistent app experience Universal Global Reach RCS l Android Messages l Jibe

19 RCS is a new way for people to connect with brands Native RCS Client Android Messages Hosted RCS Platform Jibe Cloud RCS Hub Jibe Hub A2P Platform Jibe Business Messaging Platform Built on Universal RCS standards RCS l Android Messages l Jibe

20 RCS l Android Messages l Jibe ~300M annual device shipments

21 As of August, Google/Jibe Cloud fully supports Samsung 30+ OEMs 300m/yr Jibe Jibe Hub Samsung Galaxy S8 Mixed RCS Clients (Android Messages & S8) Hosted RCS Platform Built on Universal RCS standards RCS Interconnect Hub RCS l Android Messages l Jibe

22 4 Key Integration Questions for Carriers 1 2 Header enrichment Do you have the ability to insert encrypted MSISDN into the HTTP header of an RCS configuration request made from the mobile network? SMS-C What type of API exists for sending an RCS authentication SMS via your SMS-C, e.g. ReST, SMPP? Is binary SMS supported? 3 4 Subscriber eligibility Can you provide an API for checking subscriber eligibility during initial sign up? Deactivation Can your subscriber management systems call a REST API when MSISDNs are suspended, canceled or ported? RCS l Android Messages l Jibe

23 We re investing to accelerate RCS A2P Product Velocity Spam and Security Scalable Infrastructure RCS l Android Messages l Jibe

24 Product velocity First to support UP 2.0 features Branding & Suggestions Rich Media Rich Cards

25 Spam and Security Business onboarding Proactive monitoring Reactive measures Google s business verification scales globally with our Knowledge Graph and advertiser relationships Proactive scanning of text, files, and links Traffic pattern analysis User and carrier-flagged spam

26 Cloud infrastructure Jibe Cloud 7 billion users in Google products in the Cloud $29 billion investment in the last 3 years Over 1 billion unique IP addresses served daily Global Scale 16 regions by end of 2017, new servers added every 3 secs High reliability uncommon across industry Confidential & Proprietary 26

27 RBM EAP - Brands RCS l Android Messages l Jibe Confidential

28 RBM EAP - Messaging Partners Accucom System Solutions RCS l Android Messages l Jibe Confidential

29 Thanks! jibe.google.com RCS l Android Messages l Jibe

30 RCS Business Messaging Branding Name, logo, color Rich Media Images, videos, GIFs, any color Suggested Replies Customized Reply button's, preprogrammed by brand Verified Sender Customers have peace of mind QR Codes For tickets, tracking, and redemptions True Metrics Client based DLRs Read Receipts for Brands Suggested Actions URL, Map, Calendar, or Dialer RCS l Android Messages l Jibe Confidential

31 Cloud infrastructure Built on the same infrastructure that powers Google Global network with more than 70 peering locations and edge locations in almost every country High bandwidth - Google s custom datacenter switch fabric operates at 1 petabit per second or twice as much bandwidth as the entire internet This translates into being able to reliably deliver millions of messages per second per RBM agent

32 RCS Business Messaging Ramy Riad Senior Product Manager, 3C Interactive GSM Association 2017 All GSMA meetings are conducted in full compliance with the GSMA s anti-trust compliance policy 32 -GSMA Latin America TECT Group Meeting

33 RCS BUSINESS MESSAGING Technology & Terminals (TECT) Working Group Bogota

34 Who is 3Cinteractive (3C)? 3C has been a messaging-based conversational commerce platform provider for 10 years We work with Fortune 500 brands to build and manage complex messaging workflows that increase revenue and drive brand loyalty Members of GSMA with active roles in the Requirements and Specifications Group for RCS and authoring UP 1.0 and 2.0 publications Hosted the first A2P RCS Messaging Lab at our headquarters in Boca Raton, FL

35 The Future of How Brands Connect With Consumers is Here What do brands want? What do consumers want? Engaged customers resulting in a transaction

36 The Future of How Brands Connect With Consumers is Here What do brands want? What do consumers want? Frictionless interactions with the brands they love

37 The Intersection is Conversational Commerce Engaged customers resulting in a transaction Frictionless interactions with the brands they love

38 RCS Business Messaging Ecosystem Brand Brand Brand Aggregator SMS MaaP 1 MaaP 2 MaaP 3 MNOs Subscribers

39 Example of RCS Business Messaging in Action

40 Components of RCS Business Messaging Custom Branding Include name, logo, and colors in messaging. Verified Sender Provide assurance and peace of mind to customers. Suggested Replies Guide customer interactions with single-tap replies. Rich Media Enhance engagements with images, GIFs, video, and more. Seamless Experience Integrate multiple transactions in one interface. Suggested Actions Ensure customer satisfaction with every interaction. 40

41 Components of RCS Business Messaging Business Information Page Header Image 314 x 1008px in.png format Contact Information (Phone, , Website) At least one and up to three of each Optional custom labels available Privacy Policy / Terms and Conditions Per Universal Profile v2.0, a link to the privacy policy is required. A link to Terms and Conditions is optional.

42 Components of RCS Business Messaging Rich Cards Rich Cards Rich cards are used to display information to a user in a more visual Short (112 DP) Medium (168 DP) Tall (264 DP) format than plain text. A Rich card contains the following fields, in this relative order: Image or Video Title Text Description Text List of Suggested Replies List of Suggested Action

43 Components of RCS Business Messaging Rich Card Carousel Rich Card Carousel Multiple rich cards can be sent as a carousel in a single message. There must be at least 2 and up to 10 cards within a carousel. All media within the cards must have the same height. Brands can choose between two widths for the cards within a carousel: Small Width: 120 DP Medium Width: 232 DP

44 Simplifying it for our Clients 3Cinteractive makes it easy for brands to deploy RCS business messaging by providing a single entry point to all MaaP providers and MNOs. In addition to managing integrations, requirements, and workflow creation for each MaaP provider, 3C also helps brands provide a bestpossible interaction for non-rcs users. Using SMS, MMS, Mobile Web, Mobile Wallet, and Natural Language Processing, 3C enables brands to provide a rich, interactive experience for all customers regardless of device type, carrier, or operating system.

45 3Cinteractive 3C.com 750 Park of Commerce Boulevard Suite 400 Boca Raton, FL P E. Text DEMO to 34343* to test drive 3C s products and services. By texting DEMO to 34343, 3C will send you text messages providing information and examples about its products and services. You will receive recurring messages according to your choice selections. Msg&data rates may apply. See: 3Csms.mobi/3Cdemo for terms and conditions and 3C.com/privacy for privacy policy.

46 Implementing RCS Successfully Ramy Riad Sr. RCS Product Manager, 3Cinteractive

47 47 Discusion