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電信公司的轉型之路 雲端時代通信產業的新興服務模式 張連成 2012

Telecom transform

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電信公司的轉型之路

雲端時代通信產業的新興服務模式�

張連成 � 2012�

Family Dinner, then and now�

2

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

2012-2106 台灣行動數據需求�

10�

單位: TB/月�

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

電信業者的目標�

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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

14

電信公司的因應之道�

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.

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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)

17

Telco.

M2M

SDP Title in here

Cloud

UX

Mobile AD

RCS

NFC

SDP (Service Delivery Platform)

18

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�

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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  

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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

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• • •

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�

願景�

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TATTOOTT Telecom At The Top Of Over The Top

UX(User eXperience)

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Construct An Experience-­‐Oriented Network

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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(Machine to Machine)

33

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(Rich Communication Services)

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RCS Vision

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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 • …

Mobile AD.

40

新的廣告媒體: 手機�

41

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�

Cloud

44

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�

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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

50

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�

NFC but NOT Payment

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地區資訊�

其他應用�