Leveraging mobile operators asset with enriched services. Philippe Lucas Orange SVP Standards & Ecosystems Development 9 th September 2010

Transcription

1 Leveraging mobile operators asset with enriched services Philippe Lucas Orange SVP Standards & Ecosystems Development 9 th September 2010

2 Lessons from the past Operators needs Need for action

3 SMS : some lessons from the past! 1980s GSM standard development 1st commercial GSM GSM mass-market take-off April 98 launch of SMS 75% penetration in Europe SMS available in all GSM handsets Dec 98 Launch of SMS Interop 1999: 40% penetration in Europe introduction of GPRS 2G mobile multimedia kickoff

4 SMS take-off: key criteria 2. Operator interoperability 3. promotion to the mass-market 1. Handsets available

5 differences & commonalities of SMS and MMS SMS : how to create a new value proposition > need to create a new market > all handsets supported the feature MMS : device replacement market in western countries > value proposition needs to match customers expectations, direct evolution of SMS > customers buy camera handsets to take pictures first not to send MMS, then when awareness of the service is reached, they send MMS Inter-personal services only take-off when interoperability among operators is achieved, hence need better operator coordination

6 development of mobile multimedia takes time

7 multimedia standard cycle Development of specifications and implementation 2-3 years Deployment of devices and plateforms 2-3 years for large deployment Market take-off

8 devices, devices, devices Device availability is crucial > no device, no service Mobile and PC worlds different, but converging > PC world Almost unlimited resources (power, memory, ) Homogeneous environment for the developer community > mobile world Constrained environment HETEROGENEOUS

9 Interoperability is key for large adoption Global players but walled garden service development approach Local/regional players but Interoperable services

10 Interoperable services is essential to operators business With the arrival of communication services on IP, we need to secure business model among operators IMS services are standardised over IP to provide telco control, QoS, billing, interoperability, interconnection All the operators speak about launching IMS services, hence we need to secure the development of these services OPERATORS NEED TO PROMOTE INTEROPERABILITY Need to deploy interoperable end to end services over IP : RCS

11 Rich Communication Suite the natural evolution of enriching interpersonal communication Interpersonal communication is evolving in providing enrich experience mixing multimedia capabilities with the arrival of IP-based capabilities leveraging an enriched address-book Use of standard-based solutions leveraging our existing assets (SIM-based authentication, billing capabilities, QoS, interoperability and interconnection, ) RCS provides interoperable services across operators whatever the devices and the service platforms

12 RCS is focusing on user experience Reinforce social links ABC My contact list Alice Last update: 09h22 J-5 before holidays Bob Just bought my bike Carrie John Karen Laura Shopping in London Maria Pamela Share content Enjoy conversational messaging experience Transfer a file Present.jpg 10 Ko Cake.jpg 9 Ko Audio.mp3 100 Ko Bday.mpeg 300 Ko Send Cancel Presence History Capability Call Multimedia sharing Multimedia sending Enhanced messaging Rich Address book Rich call Rich messaging

13 Devices require a clear roadmap for interoperable services For large take-off of interoperable services, operators need to convey a similar message towards the industry in particular for devices It is believed that a common high level roadmap would be useful to guide our handset makers to prioritise their developments First attempt on interpersonal communication services to ensure a better alignment in the industry

14 Evolution of interpersonal communication services Interoperable interpersonal services RCS MMS MMS SMS voice SMS voice SMS voice <

15 Wrap up Strategic move to agree among operators to provide interoperable services Start with national trials and in a second step move to international interconnection Use the RCS standard to promote the next interpersonal communication services to take-off among operators Leveraging existing addressing mechanisms Providing enriched services It is time for actions and market take-off!

16 Thank you!