To IMS or NotShould Service Providers Integrate WebRTC to IMS or Separate
• Dean Bubley
• Disruptive Analysis
June 2014 Copyright Disruptive Analysis Ltd 2014
Two charts you’ll never see…Calls by purpose
Gossip
Meeting up
Flirting
B2C Cust Svc
B2B internal
Spam
Showing off
Work
Wasting time
Must have
Nice to have
Meh. I want free
I'll call back
Importance of QoS, % calls
Diagrams are illustrative, not actual data
Telecom industry doesn’t understand demand for its core productMakes it impossible to defend vs. competition & substitution
June 2014 Copyright Disruptive Analysis Ltd 2014
Standards & interoperability aren’t everything
Standard & interoperable
Silo or proprietary
Transport(calls) Value-adds
(conferencing, 1-800 etc)
Transport
Value-adds (Cloud, context, analytics etc)
Much (not all) future voice value derived from silos or proprietary implementations
June 2014 Copyright Disruptive Analysis Ltd 2014
RCS/joyn… epitomises flawed thinking in telecoms
Attribution (Creative Commons): https://www.flickr.com/photos/dhollister/2596483147
June 2014 Copyright Disruptive Analysis Ltd 2014
For some users, Quality = “cuteness” not QoS
Panel Participants
• Russ Coffin – Huawei
• Doug Tait – Oracle
• Graham Holt – Daitan
• Mike Trank– Apex Voice
Russ Coffin
Huawei
Decision Point: To IMS or NotShould Service Providers Integrate WebRTC to IMS or separate
WebRTC Conference2014 06 19Russ Coffin - Strategic ArchitectHuawei Technologies USA
Dean Bubley blog, June 13, 2014
“ I suspect we'll get to rehash some of the same arguments about IMS again, although hopefully the fervent & innovative web/IT-centric atmosphere will permeate a few telco-academia brainwashed skullsand osmose into the legacy mindsets about service creation....”
And the answer is …• CAN you integrate IMS and WebRTC? Cost Effectively?
– YES and YES and in 2014 – incremental products & services available – integrated or standalone– Standards understood and available - standards ongoing
• 3GPP TS 23.228 V12.4.0 (2014-03) and others• Policy & QoS
– Back Office (Provisioning, Billing, Maintenance, Support) is key but also understood and available
• SHOULD you support WebRTC on IMS?– MAYBE, MAYBE NOT
• What RTC components are needed for the service? Native, WebApp, or Hybrid?• if (IMS = existing OR planned) then YES (probably); eg. WebRTC-over-LTE, PacketCable2.0, RCS, …• If (PSTN Connectivity = required) then YES (why not); eg. GrandMother’sPhone WebRTC-Call Center, Centrex, …
– depends upon the BUSINESS SEGMENTS AND CHANNELS
• Do you have to choose one? – Both, either, neither; first one then the other– pick a level of synergies/reuse– Choices based upon business model and organization structure
What carrier opportunity with this new technology?
• Phone(app) replacement/alternative• Carrier VoIP alternative i.e. OTT some other carrier• Internal – CRM, ERP, just like any other enterprise• Hosted Enterprise VoIP “CPE-less” “truckroll-less”• Hosted Enterprise (IaaS/PaaS/SaaS) WebRTCServer + Professional Services
– RTC as “Spice” with full PSTN interconnect and QoE• Enterprise Wholesale WebRTC GW carriage better than “best effort”• M2M, M2X, RTC as a “Service Segment”• Multi-Screen• Part of the bundle• Many More …
Same Technology – Different Business and Market Channels
IMS X
IMS Integration
3GPP TS 23.228 V12.4.0 (2014-03)
HSS
Provisioning
PSTN
Vendor/Carrier
Incremental, Software Only, Existing BackOffice & Maintenance
E2E Service Development Ecosystem• RTC engine – native
app
• WebRTC GW –WebApp
• NorthBound Open APIs
• Integrated Provisioning
• E2E Trouble Shooting
• “Service Session” persistence
Modern Service: Multi-Device/Access/Screen/Anywhere; Hybrid
AS
IMS Core
CaaS Management Platform
common web interfaces e.g. SOAP, RESTful, XML, CDR…
SIP over Gm interface
Conference Voice/IVR RCS
BW Control (PCRF)
ENUM I/P/S CSCF
HSS
RTC SDKVoice/Video Contacts IM/File
Conference Others…Presence
OSS/BSS
SPG
NMS
CCF
OMS
Partner Ctl
App Ctl
API Mgt SLA Control User Mgt
Auth Others…Portal
Enterprise Market Niche Market
Application Layer
API (JS, php, Ruby…)
API
Vertical Market Consumer Market
UNI GW (WebRTC, RCS)
3rd Party Capability
SSO/Identity (HSS)
Consulting & Operation
Services
Vertical Market Use Case 1: Tele-medicine
Key Relevant capabilities:• Voice call
• Video call
• Instant Message (1-1, 1-M)
• IM-SMS
• File transfer/document sharing
• Video/Image//location sharing
• Presence
• NAB
• History (incoming, outgoing and missed calls, etc.)
• Conferencing
• Screen sharing
• Whiteboard
• Calendar (e.g. see meeting attendees, meeting
invitation, scheduling voice and video conferences,
etc.)
Required IMS components :• WebRTC GW
• TAS (optional for sequential/simultaneous alerting)
• RCS AS
• Conference AS
Key differentiators of Telco WebRTC:• Carrier-grade high QoS
• High reliability
• Global reach-ability and interoperability
• Single ID (reuse Telco ID)
• Reuse network capabilities (charging, LI etc.)
End user
Tele-medicine service provider
Operator
•Service fee•Comm. fee
Number/traffic wholesale fee
Promotion
Promotion
Biz.
Model
① ②
Attending Dr.1 (PC, WebRTC)
Consultant Dr.2(PC, WebRTC)
Patient (PC/Pad, WebRTC/RCS)
(Voice/video call, whiteboard, monitoring data, IM, FT)
Remote Diagnosis Remote Monitoring and Triage
Patient (Sensor/Pad, RCS/WebRTC)
Ambulance (RCS client)
(voice, monitoring
data, IM, FT, location info)
(IM, location info)
Conf. (optional)
On-duty Dr. / Medical call center (PC, WebRTC)
① ②
Vertical Market Use Case 2: Online Customer Service
Key Relevant capabilities:• Voice call
• Video call
• Instant Message (1-1, 1-M)
• IM-SMS
• File transfer/document sharing
• Video/Image//location sharing
Biz.
ModelOperator
Online Customer Service Provider
Comm. fee
End user
Promotion
API integration fee
Key differentiators of Telco WebRTC:• Carrier-grade high QoS
• Global reach-ability and interoperability
• Single ID (reuse Telco ID)
• Reuse network capabilities (charging, LI etc.)
Car Insurance Call Center Remote Trouble Shooting
(Video sharing/ picture sharing)
Locale client (RCS)
Heavy vehicle company Maintenance center
(PC, WebRTC)
Driver’s client (RCS)
Agent’s client (RCS)
Video call
Location share/ IM
Insurance console (PC, WebRTC)
Required IMS components :• WebRTC GW
• RCS AS
Vertical Market Use Case 3: Video Surveillance
Key Relevant capabilities:• Video call
• IM-SMS
① ②
Biz.
Model
Key differentiators of Telco WebRTC:• Carrier-grade high QoS
• High reliability
• Global reach-ability and interoperability
• Single ID (reuse Telco ID)
End user
Industry provider
Operator
•Hardware fee•Service fee
Monthly fee
Revenue sharing
Promotion
(Video call)
Owner’s client (PC/Pad/Smartphone, WebRTC)
IP Camera (RCS)
HomeStore Kindergarten
IP Camera – Dial to see IP Camera – auto alarm
(Video call)
Owner’s client (PC/Pad/Smartphone, WebRTC)
IP Camera (RCS)
(SMS)
Hi, there is some abnormal situation in No.3 shop, to see it now please click here, to play back please click here.
Required IMS components :• WebRTC GW
IMS or Not? Basic Questions
• Have or plan to have IMS?
• PSTN Interworking required?
• Who is customer (who pays? subscribes? causes pain?)
– End User, Enterprise, No One, …
• Channel to Customer and Business Model?
• Part of basic Subscription Bundle?
Summary
• IMS and WebRTC integration is simple and cost effective and available now
• If you need PSTN interworking, you need something or someone who looks like IMS
• RTC is no longer a service – just a service segment -bigger than just IMS+WebRTC
WebRTC and IMSWhat matters
Douglas Tait
Director Product Marketing
IMS
Bridging the Gap
IMS
Bridging the Gap:The quick fix
“… so many boxes! …What about the experience?”
- Serge Lachapelle, Google
To IMS or not to IMS?
+ =(Vo)IP
Applications Network Cool Service
+ =IMS
Applications NetworkSame Cool Service
A Telco approach to WebRTC: ….bolt a Webrtc interface to my IMS…
... Which delivers, another phone
BobAlice
P2P
The Evolution
Phase 1:Simple P2P
Phase 2:Add Magic
BobAliceP2P
The Evolution – Cool Services
Phase 2:Add Magic
Presence/Identity
Location
video/transcodeConferencing
Emergency
IMS? -Its all about the experience
Thank You
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Questions (hidden)