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The Digital Torando�
3
Smarter Devices
Increased usage of digital content
Increased cloud based processing & storage Faster networks
Richer contents & applications
電信服務市場的轉型�
4
Voice
SMS/MMS CRBT Music D/L Mobile TV Some APPs
Voice
SMS/MMS CRBT Music D/L Mobile TV Millions of APPs
Walled Garden
Walled Garden
Internet
Internet
寄望於數據營收成長�
5
Voice generates majority of revenue
Data is key for future revenue
Source: Informa Telecoms & Media
KPN經驗�
6
Illustrations of monthly bill of a high value customer from KPN Source :KPN investors day, May 2011
Jan 2010 Handset
Jan 2011 Handset
• Example of high value postpaid customer of KPN
that renewed contract to advanced smart phone
Recent Contract Renewal Usage Usage
Nokia N 95 200 Minutes 200 SMS
37 Mb data
Samsung Galaxy S 175 Minutes
160 SMS 204 MB data
• OTT Applications leads to lower out of bundle
revenues
Subscription Voice
Data Bundle Out of bundle
Cost $30 $9.95 $22.5
Subscription Voice
Data Bundle Out of bundle
Cost $ $30 $9.95 $9.00
• Flat fee data package • Declining SMS traffic
• Making space for voice minutes within combined
Total Bill $62.45 Total Bill $ $48.95 voice & SMS bundles
OTT hampering the voice and SMS revenue!
Operator ARPU declining
7
Revenue is
shifting
DSL $25
$10-$30 Mobile Data
$20
Fixed Services
Mobile Services
Operator Revenue
Music Video Gaming Communication Shopping
$0-20 USD
• MP3s • Streaming
• Satellite radio • CDs
$0-20 USD • VoIP
• Landline
$0-100 USD
• eBooks • eCommerce • Mobile SDP
$30-100 USD
• Satellite • Cable • DVDs
$5-50 USD
• Downloads • Online • Credits
Content Provider Revenue
• Theater • IPTV
Monthly Consumer Spend (USD) Mobile Voice
電信營收來源改變�
8
Service: Voice, SMS Model: Minutes of Use
Service: Data Model: Revenue per Bit per service
$
Increase Revenue
Increase Revenue
Premium Services
Increase MOU
3G Era
2G Era
3 Major Impacts�
9
Networks ≠ Services
IP networks reduce the barrier
to entry the services
Phone number ≠ customers
Brand loyalty shifting to eroding store/device
ABC Challenges(ARPU, Bandwidth and Cost)
Value per bit
Golden age
Moderate performance
?
A C
B
Voice SMS Mobile video WAP
Mobile internet MBB access
Millions of applications
Voice & SMS Mobilebroadband Ultra Broadband
Killer applications Long tail operation
Evolution of Communications
13
2007
1900’s
1980’s
2000’s
2011
2013
?
80 years
20 years
7 years
4 years
2 years
Telco 2.0
Ø Transform from downstream centric to multi-mode.
Ø Features of Telco 2.0 ü Convergent networks
ü Abundant services, Internet mash-up
ü Open, full roles’ participant
ü Connect User ü Multi-sided business
15
Developers Retailers Government Media Advertiser
Assets and Capabilities
Core Service
New MBB platform Services
Millions of customers, Thousands of segments, Hundreds of devices
Downstream Customers
Telco
Upstream Customers
Convergent User Interfaces & Experiences
Ø Convergent Services: Smart Communication, Unified Box, Connected SNS, Convergent Address Book:
Ø Convergent User Experience: Unified user interface across multiple terminals, User Centric Design methodology and practice.
16
Smart Communication Unified Box Connected SNS
VoIP SMS MMS TDM
Convergent Address Book (CAB)
Telecom Internet
Email VMS Video User Centric Design
• Continual improvement
• Match customers’ requirements
Unified User Interface (Web/WAP Portal, PC Client, Mobile Client)
SDP(能力開放)帶來新的服務模式�
19
開� 發� 商�
電� 信� 公� 司�
電� 信� 公� 司�
服務�
服務� API�
產品� 傳統服務� 提供方式�
能力開放� 提供方式�
服務開發商� 電信公司�
用戶�
電� 信� 公� 司�
電信公司� 服務開發商�
用戶�
SDP(Service delivery platform)架構�
20
Business flow support Business flow support
Increase pipe revenue through intelligent control
Ø Open enabler services, enrich pipe
- Manage, control, operation - Introduce OTT - Pipe fill
Build characteristic enabler to improve pipe revenue
Open service, share new value space
Cloud Platform
Data capability API Media capability API
Network optimization capability API
Support capability API Industry capability API
aggregation deployment management transaction distribute
Internet DPI
Service transaction
Service distribution
when where what how who
Enable service App display、transaction
Enable service App innovation、deployment
SCS Enabler Cloud Service Enabler
Social Media Enabler M2M Enabler
Video Enabler Content Delivery Enabler
APP/ Content Enabler User Profile Enabler
Real timecommunication capability API
能力開放(Open APIs)�
21
Payment Location Authentication SMS MMS Others
Mobily
• The new relationship between operator and OTT is resource exchange; • New growth point from Internet applications with API openness ;
改變客戶使用服務的方式�
22
IVR 18%
SMS 26%
12% WAP 6%
Business Hall 28% WEB 10%
USSD
Consumer Access Type
IVR 12%
SMS 20% USSD 10% WAP 5%
10%
Business Hall 18% WEB
API 25%
Consumer Access Type
Forecast Now
More channels will be adopted for service access; More requests from external link such as SNS, native and web apps;
預估API使用變化�
23
5%
SMS 75%
Mobile Payment 15%
API Usage Now MMS Other 5%
Now Forecast
Payment 30%
Obtain Profile 5% AuthenNcaNon
10% LocaNon 5%
SMS 35%
8%
API Usage Forecast Other 7%
MMS
24
Exposure as API for Advertisement
• • •
Advertisement RBT ($) Order it with coupons ($) Developer Can do the magic (CEX)
RBT Transformation Exposure as API for 3rd part content browsing
• •
Recommend Share
mobily RBT
Exposure as API for smart apps • Listen ($) nice way • Download full track ($) • User Generated “Do your RBT”
Open API範例: CRBT & OTT�
Open API範例: Streaming & OTT
25
• • •
Pin on the wall Preview video Order TV programs
mobily Streaming
Coordination with MBB network police control
• • •
Media resource reservation Guaranteed Qos User Generated Content
Streaming Transformation
Open API範例: Missed Call Notification
26
• • •
Out of reach customized message Notify to my social profile Notify to my IM app
Miss Call Notification Ideas around Miss call notification
mobily MCN
Miss call from Alice, Mobile number: 00966-‐54637480
1
可能的API開放模式�
27
Carrier Open API Alliance
Carrier 1
Carrier 2
ISP/App /Web
API Rent
Invoke API
SP/CP
OTT
Payment
User
Payment
Social Customer Service
外部能力的整合�
28
External C
apabilities Service Cap. Data Cap.
User Data Assets
Data Pipe
Capability Offering Layer
Mash-up External Cap. Pipe Cap. Telecom Enablers
Capability Exposure Layer
Core Enabler Layer
Self-owned Service
Cloud Service
Mash-up Management
Transaction Distributing
Cloud Cap. IT Cap.
Payment& Charging &
Authentication
Ecosystem
On Demand
面對OTT,打不過就加入�
29
libon, Orange,� • 三位一體:免費的高清呼叫、文本信息和智
能私人可視語音郵件 -- 各種網絡都可以 � • 同步於90個國家推出,免費使用�
A+Show, 亞太電信,� • 雲端名片� • 可用bumping, QR code, SMS, mail交換名片� • 企業版,實體名片列印�
Construct An Experience-‐Oriented Network
32
Improved Quality
Better Air Experience
Increase 3G Competitiveness
Integrate Network,Unified experience
Office Bar Subway Work Released Driving
Better E2E experience
n n
Increase wide coverage & deep coverage Move from 2G to 3G
n n
Increase indoor coverage Improve VIP experience
n n
Provide diverse 3G Service DOrB upgrade to compete with HSPA
n n
E2E QoS Management to improve Service experience KPI improvement
Develop subscribers fast with the concept of“ Customer is God
whom we treat with heart”, Trying to be leader in 3G market
M2M 未來的希望?
34
50 Billion things, a blue sea?
Cloud
Medical Buildings Energy
Transport Industrial
Retail Consumer
RFID Wireless
LAN/ WAN Middle ware
Infrastructure Enterprise Diagnostics
Supply Chain
Location
Automation
Asset Monitoring
Ø Revenue sources: l Open API to 3rd/developers, then
share service revenue
l Revenue from operator in-house services
l Sustainable income from continuous delivery of unique services
電信服務的演進�
Buildings�
People� Intelligent�
Subscriber Devices�
Homes�
人對人� 人對物� 物對物�
語音/訊息服務� 數據/內容服務� 物聯網服務�
~2006� ~2012�
月租/計次營收� 內容營收� 專案/服務營收�
2013~�
M2M 架構(電信業者未必能主導)�
36
• 中興� • 華為� • 正文�
� 資料來源: www.nxn.com.tw 奈峰科技網站�
Module Manufacturers
M2M Solution Providers
Business Partners
End Users
RCS Vision
38
Smart Communication Communicate in your favorite way •Voice/Video Call •Message (SMS/MMS/Email) •Smart Routing
Unified Box Facilitate your information exchange •One Message Box •Online Storage & Sharing •Information Toolkit
Connected SNS Bridge Telecom and Internet to One Network •Multimedia Chat •Multimedia Blog •SNS Roaming IM
Convergent Address Book Collect your friendship
Internet Telecom
Social Communication
RCS
39
More functions on CAB
Personal Information • Portrait • Free text • Status • … Convergent Contact List: • RCS Friends List • SNS Friends List • Local Friends List • … Friend’s Information: • Whether online • Portrait • Status • Free text • SNS method • …
行為+地點+內容=行動廣告�
42
Enable a brand-new Multi-mediaAdvertising Service
Experience
‘Location + Behavior + Content’ Product Strategy
行動廣告平台架構�
43�
喜好興趣(社群)� 去過哪裡� 交友關係�
學經歷等…�
門號�
姓名/性別/地址/年齡�
通話行為�
廣告應用服務平台� � �
Data Mining� 模組�
客戶管理 / � 查詢模組�
訂單管理 / � 查詢模組�
審核及權限� 管理模組�
排程管理 / � 查詢模組�
帳務管理 / � 查詢模組�
報表管理 / � 查詢模組�
SMS� CRBT� Push� LBS� Web AD�
+� 電信基本資料� 行為資料�
CRBT� In-App� Ad�
Other Mobile� Ad�
45
Exploring Enterprise Customer Work Through the Cloud
Exploring Personal Service Life Through the Cloud
Exploring Multi-mode Business Operation Through the Cloud
電信業者在雲端扮演的角色
46
Telcoms
Manage Devices
Industry specfic Cloud Solutions
Big data and Location based Business analytics
Iaas, Paas, Saas Wholesale
Hosted IT infrastructure
Hosted applications
Provide developer platform
Source: PWC
Telecom Cloud Possibilities
47
Source: PwC
Co-Location
IaaS
Storage
Compute
PaaS
API platform Turnkey platform
OS mgmt.
SaaS
User and developer communit
ies
App market place
Industry
spec. Cloud Service
Providers
Enterprises
SMBs
Consumers
Marg
in�
BPaaS
Users, devices sessions
Analytics
Security
LBS
Billing
Market Leading�
面向中小企業的雲計畫�
48
Deploy Managed ICT Services for SMBs
Pipe
IT Service Cloud
Infrastructure
OneICT CT Service
Cloud Platform
Great Benefits to SMBs
Ø From Purchase to Lease:
• Utility Computing,
• Scalability,
• Customization Services
Ø One Stop Service: • Easy and Efficient
Ø On-demand
電信公司雲計畫架構�
49�
公有雲�
APTG� 私有雲�
托管� 私有雲�
創意� 雲海�
個人雲�
雲桌面�
雲海� 市集�
備份備援雲�
Management & Provisioning�
Cloud OS�
H/W�
雲主機�
APT營運系統接口
OES� CMS� BSCS� PG�
Web� …….�
NFC 業務模式�
51�
交通#1�
交通#2�
銀行#1�
銀行#2�
亞太�
服務商#1�
服務商#2�
應用Portal� � � � �
TSM SE�
TSM JV 管理及推廣者�
SP (軟體共同上架於TSM)�
遠傳�
威寶�
Channel� 數位皮夾� 用戶�
亞太� 數位皮夾�
遠傳� 數位皮夾�
威寶� 數位皮夾�
台灣大哥大� 數位皮夾�
中華電信� 數位皮夾�
亞太�
威寶�
亞太�
遠傳�
威寶�
亞太�
威寶用戶�
亞太�
威寶�
亞太�
遠傳�
威寶�
亞太�
台灣大哥大�
中華電信�
威寶用戶� 威寶用戶� 威寶用戶�
亞太用戶�
台灣大哥大� 用戶�
中華電信� 用戶�
遠傳用戶�
威寶用戶�
• SP與OP雙方洽談合作方式 (合
作條件由雙方決定)�
• SE及SP上架管理平台� • 共用數位皮夾平台, 依MNO決定呈現方式�
• 數位皮夾由各MNO主導並獨立運作�
• 掌握SP定價與上架權� • 掌握對User定價權� • 掌握SE管理及運用�