LTE World Summit 2012 Bill lesier gits-research-masterclass-2_thurs

Wireless Market Research & Analysis

www.maravedis-bwa.com

4G + Cloud

Mobile Cloud and M2M Global Studies:

Telecom Operators and Vendor Enabling Solutions

4G + Cloud + M2M

Bill Lesieur Senior Analyst

BROADBAND WIRELESS INTELLIGENCE


Completed Study: 4G+Cloud=Innovation & Profits?

• STUDY FOCUS: The study is focusing on how 4G networks combined with cloud computing will drive a new wave of innovation and ROI for operator content, services and applications.

In-Progress Cuts of On-Going Survey of Mobile Operators Worldwide

SUPPLY SIDE: vendor infrastructure, telecom software, professional services and enabling technology that will allow operators to build internal cloud infrastructure and deliver mobile cloud services

DEMAND SIDE: Operators’ role in the cloud value chain (provider, broker, billing, etc.); focus on 4G/LTE-WiMAX services and mobile services; enterprise versus consumer cloud services, MNOs and OTT players; ecosystem of partnerships and alliances. plus NEW STUDY: Cloud + M2M/Internet of Things



What is Mobile Cloud?

• From the end-user perspective, mobile cloud is about extending cloud computing to mobile devices by providing the application, processing and storage in a cloud platform rather than on the device.

• From the industry perspective, mobile cloud is about the MNO role in the mobile cloud value chain as cloud services provider, broker, billing, etc.



Mobile Cloud Dynamics and Dimensions

Mobile Cloud

3 to 5 Screen World

OTT, App Stores,

Dev Ecos

4G Networks, ROI, Exposing

Telecom Assets

Amazon, Rackspace/ OpenStack

•Application & Content •Portability •Consumer vs. B2B Lock-in •Future of HTML5

•Dumb/Smart Pipe •Dumb/Smart Cloud •Horizontal OTT vs Operator

•Network, Security, WAN Optimization, SLAs, Enterprise Services

•Application & Content •Business Models •Commerce •Partnerships



Operator vs. OTT Players

Importance of branded mobile cloud services in competing with OTT players (Google, Apple, Microsoft/Skype, FaceBook, etc.)

Very Important

Important



Business Drivers in Offering Mobile Cloud Services

Primary business drivers in offering branded mobile cloud services

ARPU

Margins

Churn

Brand

Compete-MNOs

Compete-OTTs



Business Challenges in Offering Mobile Cloud Services

•Strategy: establishing a company-wide strategy, plan and commitment •Organizational: bringing together the IT and network staff to build organizational knowledge and capabilities in cloud services

•Investment: investment needed to build cloud delivery and management platform

•Network: network performance and bandwidth constraints

•OSS/BSS and SDP: upgrading and unifying the OSS/BSS and SDP environment to support mobile cloud services

•Business Model: establishing the business model and negotiating with cloud application providers in leveraging your unique 4G capabilities

•Time to Market: Accelerating time to market to development and deploy mobile cloud services

•Competition with OTT: Competing with the Over-The-Top Internet players (Google, Apple, etc.) in mobile cloud services

•Competition with MNOs: Competing with other mobile network operators in

mobile cloud services




•Strategy: establishing a company-wide strategy, plan and commitment

•Organizational: bringing together the IT and network staff to build

organizational knowledge and capabilities in cloud services

•Investment: investment needed to build cloud delivery and management

platform

•Network: network performance and bandwidth constraints

•OSS/BSS and SDP: upgrading and unifying the OSS/BSS and SDP

environment to support mobile cloud services

•Business Model: establishing the business model and negotiating

with cloud application providers in leveraging your unique 4G capabilities

•Time to Market: Accelerating time to market to development and

deploy mobile cloud services

•Competition with OTT: Competing with the Over-The-Top

Internet players (Google, Apple, etc.) in mobile cloud services

•Competition with MNOs: Competing with other mobile

network operators in mobile cloud services



Top challenges correlated with 4G deployment status.

Future Plans

Uncertain

Future Plans

Committed

RFI Lab Trial Soft

Launch

Commercial

Launch

Strategy Strategy Strategy Strategy

Organization Organization Organization

Investment Investment Investment Investment

Network Network Network Network Network

OSS/BSS OSS/BSS

Business Model Business Model Business Model Business Model Business Model

Strategy

Investment Network

Business Model




Enterprise Mobile Cloud Services

• Many operators and their vendors are focusing their mobile cloud efforts on the enterprise business market, which is expected to represent the larger and more profitable revenue opportunity for mobile operators.

0%10%

20%30%

40%50%

60%70%

80%

SaaS: Productivity applications

SaaS: Business applicationsCollaborationDevice managementManaged email

Mobile phone as virtual desktop PBX phoneBackup and storage

Unified communicationCorporate messagingSecure accessIP telephonyConferencingMobile cloud plans for the enterprise market and business users

Current plan

Future plan

Significance of enterprise market to return on investment

Plans for Enterprise Mobile Cloud Services

Importance of Enterprise Mobile Cloud Services



Mobile Cloud Driving M2M &Internet of Things

M2M Challenges:

• Cost

• Standards, Architecture, & Interoperability

• Ability to scale

• Agility & Time to market

• Security

• Maturity of applications/solutions

• Integration with IT Systems

• Profitable business models

• Fragmented supply chain and ecosystems

• Innovation/R&D

• Marketing/Education/Awareness

New Complimentary Study



Mobile Cloud Driving M2M &Internet of Things

M2M Challenges:

• Cost

• Standards, Architecture, & Interoperability

• Ability to scale

• Agility & Time to market

• Security

• Maturity of applications/solutions

• Integration with IT Systems

• Profitable business models

• Fragmented supply chain and ecosystems

• Innovation/R&D

• Marketing/Education/Awareness

IaaS scale, storage,

processing, big data analysis, federation

PaaS more cost efficient

and easy to use/integrate

platforms

SaaS more cost efficient

and innovative applications

New Complimentary Study



M2M Data Challenges

Minor Challenge

Major Challenge

Releasing Trapped Data

Using the Data & Integration

Sharing the Data

Analyzing/Processing the Data

Securing the Data

Storing the Data

Transport the Data



M2M Data Challenges

Minor Challenge

Major Challenge

Releasing Trapped Data

Using the Data & Integration

Sharing the Data

Analyzing/Processing the Data

Securing the Data

Storing the Data

Transport the Data



QUESTIONS? M2M+Cloud

Bill Lesieur [email protected]

www.surveymonkey.com/s/MaravedisM2MCloud

Please Take Our Survey: M2M+Cloud

EXTRA SLIDES



Cloud Services, Multiple Devices and Portability

• As for planned offerings, social networking/messaging was the top ranked mobile cloud services.

• One of the biggest factors impacting the user experience in upcoming years will be the support of multiple devices and the portability of applications, services and content among these devices.

Plans to support multiple devices and portability of applications, services

and content (smartphone, tablet, PC, TV)

0%

10%

20%

30%

40%

50%

60%

70%

80%

Home energy/sm

art mete

r

Cloud-base

d PVR

Remote contro

l & home m

onitorin

g

Voice notes

Photo sh

aring

Voice to te

xtLive ra

dio

Live televisi

on

Multi-

device messa

ging

One touch gro

up calling

Prese

nce

Converged IP

messa

ging

Streaming m

usic

Streaming m

ovies/record

ed televisi

on

Location sh

aring

Stora

ge and backupVoLTE

Video calling &

confere

ncingVoIP

Social netw

orking/m

essaging

Plans for o

fferin

g branded 4G m

obile cloud se

rvices

Current p

lan

Future

plan



Infrastructure & Enabling Technology

• The key question and uncertainty for operators is defining what a carrier-class cloud platform is and what infrastructure & technology is needed to enable differentiated cloud services.

• While the vendors are taking different approaches to enable the operator cloud, the common theme is that the network is essential in enabling carrier-class cloud services to support real-time applications and enterprise cloud services with service level guarantees.

• Telecom vendors are focused on exposing, or enabling the use of network assets and unique telecom capabilities to allow the operator and its partners to develop more robust and differentiated cloud services to compete against Amazon, Google and other public cloud providers.



Fear Uncertainty Doubt (FUD) Prevails

• Mobile Cloud Operator Study – 77% of Mobile Operators Plan to Support Multiple

Devices and Portability in 4G Networks – Operators Challenged to Develop Profitable Mobile

Cloud Business Models

• Mobile Cloud Vendor Study – IT and Telecom Vendors Racing to Define and Deliver

Carrier-Class Cloud Infrastructure and Cloud Path Optimization

– Uncertainty remains amongst operators on how to enable differentiated and profitable cloud services



Mobile Cloud Infrastructure & Enabling Technology

“Most of the telecom vendors are focused on exposing network assets and unique telecom capabilities to create more robust and differentiated cloud services to compete against Amazon, Google and other public cloud providers.”

“While the vendors are taking different approaches to enable the operator cloud, the common theme is the network is essential in enabling carrier-class cloud services to support real-time applications and enterprise cloud services with service level guarantees.”

Key Study Takeaways

Date post:	11-Nov-2014
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