Openminds Fleixible Deployment Options Drive RCS Rollouts and Success www.openmindnetworks.com

1. Flexible Deployment Options
Drive RCS Rollouts and Success
Declan Lonergan, Vice President, dlonergan@yankeegroup.com
April 2013
Table of Contents
Operators Face Major Challenges
Operators Face Major Challenges
Mobile network operators (MNOs) have experienced a period of dramatic growth
during the past 10 to 15 years. The global mobile services market increased in value
from U.S.$443 billion in 2003 to exceed U.S.$1 trillion in 2012. But the period of
dramatic growth has come to an end in most regions, and today MNOs face difficult
challenges on multiple fronts:
• Competition is intensifying in several markets, particularly at the low end where
mobile virtual network operators (MVNOs) are increasingly active and are creating
tougher price-based competition.
• Regulatory measures continue to erode MNOs’ top lines. This is most notably in the
form of reduced mobile termination rates (MTRs) and tougher international roaming
regulations. The combined effects of these different regulatory measures will
continue to negatively affect operators’ revenues for the next few years.
• Handset and OS vendors including Apple, Google and Samsung have increasing
influence within the mobile ecosystem. Though these companies have introduced
much-needed product innovation, their dominance is leading to MNOs becoming
a secondary consideration in some customers’ mobile purchase decisions. The
end result is that operator brands struggle to compete with handset brands for
customer loyalty.
• IP-based communications has emerged strongly during the past two to three years.
This has created a new category of competitors for MNOs in the shape of so-called
over-the-top (OTT) communications apps, and the list grows longer with each passing
day. Examples include Skype, Facebook Messenger, WhatsApp and Viber.
One of the consequences of these trends is that mobile operators’ average revenue
per user (ARPU) is under intense pressure. As shown in Exhibit 1 on the next page,
mobile ARPU is now either declining or flat-lining in most regions, and Yankee Group is
forecasting a relatively flat outlook through 2016.
This custom publication has been sponsored by Openmind.
1
How Should Operators Respond
to the OTT Threat?
3
MNOs Understand the Threat
5
RCS Momentum Is Building Steadily 6
MNOs Must Get the RCS
Proposition Right
6
Flexible Deployment Options
Are Critical
7
Conclusions and Recommendations 9

2. Flexible Deployment Options Drive RCS Rollouts and Success
April 2013
Exhibit 1: Mobile ARPU Growth Proves Elusive
Source: Yankee Group’s Global Mobile Forecast, December 2012
Mobile ARPU
60
USD per month
50
40
30
20
10
0
2009
2010
APAC
2011
2012
Middle East & Africa
2013
Europe
2014
Latin America
2015
2016
North America
OTT Is the Greatest Threat
Of all the issues listed above, the growing popularity of OTT communications is
the most significant and immediate challenge facing MNOs. Yankee Group’s recent
consumer surveys reveal why MNOs have good reason to be concerned. Consumers are
using OTT communications services in increasingly large numbers. As shown in Exhibit
2, almost half of European mobile phone owners and two-thirds of tablet owners are
using an OTT messaging app, and these figures have inevitably increased further since
the survey was conducted in the summer of 2012.
Exhibit 2: OTT Messaging Use Is Already Well-Established
Source: Yankee Group’s European Consumer Survey 2012
Have you used any of the following services to communicate on your
mobile device or tablet in the last year? (Please select all that apply.)
(n=722 for mobile device users and n=148 for tablet users)
27%
Facebook Messenger
20%
WhatsApp
8%
Google Talk
6%
BlackBerry Messenger
6%
Apple iMessage
None of these
18%
7%
Viber
TU Me
38%
16%
19%
Skype
KakaoTalk
45%
2%
2%
Mobile Phone
15%
Tablet
11%
9%
9%
8%
36%
© Copyright 1997-2013, Yankee 451 Group, LLC. All rights reserved.
56%
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3. Flexible Deployment Options Drive RCS Rollouts and Success
April 2013
Core Voice and SMS Are on the Wane
This increased use of OTT services is certainly not all complementary to use of
traditional mobile communications services. In our consumer research, we see a
noticeable shift in SMS usage patterns. In our 2011 European Consumer Survey, 55
percent of respondents were using SMS on a daily basis. One year later, in our 2012
survey, this figure had declined to just 45 percent. We can also observe the effect OTT
services are having on MNOs’ businesses by examining trends in their service revenues.
As shown in Exhibit 3, on a global scale, traditional mobile voice and messaging
revenues peaked in 2011 and have been declining ever since. We are forecasting
continued erosion of this revenue base through 2016.
Exhibit 3: MNOs’ Traditional Mobile Service Revenues Are Being Eroded
Source: Yankee Group’s Global Mobile Forecast, December 2012
Traditional Mobile Service Revenues (Global)
800,000
Millions of USD
600,000
Messaging
400,000
Voice
200,000
0
2009 2010 2011 2012 2013 2014 2015 2016
How Should Operators Respond to the OTT Threat?
As they contemplate how to respond to the OTT challenge, MNOs essentially have four
options. They can:
• Bury their heads in the sand. MNOs can try to ignore the OTT issue completely, but
this approach will ensure they are relegated to the role of connectivity provider.
They will play no meaningful role in delivering advanced communications services
to their customers. As a result, they run the very real risk of being dragged into
an all-out price war that is characteristic of most highly mature markets where
differentiation and innovation are absent.
• Develop their own OTT services. Some operators have decided to launch their own
IP-based communications services—for example, Telefónica’s TUMe and TUGo apps,
which were introduced by the company’s Telefónica Digital unit, and Orange’s Libon
app. This approach puts MNOs in direct competition with specialist OTT players,
which means they are essentially competing on features and customer reach. But
by launching their own apps, MNOs are at least ensuring they remain relevant
in IP-based communications. They will also have opportunities in due course to
integrate these OTT services with traditional communications services and with
those based on the Rich Communications Service (RCS) standard.
© Copyright 1997-2013, Yankee 451 Group, LLC. All rights reserved.
Page 3

4. Flexible Deployment Options Drive RCS Rollouts and Success
April 2013
• Partner with OTT players. It’s relatively early days for this category, but we do
expect to see more experimentation and partnerships being developed. MNOs
can bring value to OTT companies through initiatives such as zero-rating of access,
provision of billing capabilities, and potentially also guaranteed quality of service
(which will be subject to regulatory approval in local markets). Yankee Group does
expect to see more MNO/OTT partnerships over the next two to three years, not
least because the OTT players will themselves be obliged to seek differentiation from
their peers in the crowded IP communications marketplace.
• Commit to RCS. The fourth option available to MNOs is to develop their own
advanced communications services. RCS is the standard through which MNOs can
deliver customer experiences beyond traditional voice and SMS. RCS supports
a range of advanced features including instant messaging or chat as well as live
video and file sharing. A key feature of RCS is that these services and features can
be supported on any device or network and can be integrated with the enabled
contacts in customers’ address books. By committing to deploying RCS, MNOs can
ensure they play a central role in delivering advanced communications services to
their customers, and therefore avoid the prospect of becoming nothing more than
connectivity providers.
In reality, we expect most MNOs will pursue a multi-pronged approach to addressing
the OTT threat, working on the second, third and fourth options outlined above.
Whatever they choose to do, MNOs must ensure they remain relevant in the delivery of
communications services. Yankee Group believes they can and should follow multiple
paths to enriched communications, and RCS should form at least part of that strategy.
Understanding the MNO Viewpoint
To explore this issue further, and to better understand MNOs’ attitudes toward OTT
and RCS, Yankee Group conducted a survey of nearly 30 operators. The following are
some key features of the survey:
• The research was completed in March 2013 using an online methodology.
• Respondents came from Europe, North America, Asia-Pacific and the Middle East.
• All respondents had influence over operators’ RCS decisions.
• Respondents’ job functions were mainly product management, strategic planning,
marketing and IT.
The key areas we wished to explore via the survey were MNOs’ attitudes toward
the OTT threat, their status and plans for RCS, and their opinions on different
deployment options. In this whitepaper we share the findings from the survey and
discuss the implications.
© Copyright 1997-2013, Yankee 451 Group, LLC. All rights reserved.
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5. Flexible Deployment Options Drive RCS Rollouts and Success
MNOs Understand the Threat
Exhibit 5: Operators Believe RCS Can Help Them Address the OTT Threat
Source: Yankee Group’s Mobile Network Operator RCS Survey, March 2013
The first key conclusion we can draw from the research is
that MNOs are certainly concerned about OTT. As shown in
Exhibit 4, more than two-thirds of respondents in our survey
believe OTT is already negatively affecting their business.
Exhibit 4: MNOs Acknowledge OTT Services Are Negatively Affecting
Their Business
Source: Yankee Group’s Mobile Network Operator RCS Survey, March 2013
To what extent are OTT IP communications apps affecting your
company’s traditional mobile voice and messaging revenues?
(Examples of these include WhatsApp, Skype, Viber, etc.)
10.3%
To what extent do you agree/disagree with the following
statement? “RCS can help my company address the
threat posed by OTT IP communications apps.”
3.4%
17.2%
37.9%
0.0%
Strongly agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
41.4%
Strongly disagree
10.3%
Significant negative effect
0.0%
20.7%
April 2013
58.6%
Moderate negative effect
No effect
Moderate positive effect
Significant positive effect
The first step toward finding a solution to the OTT challenge
is to accept the scale and immediacy of that challenge. The
rate at which OTT services are being adopted by end-users
and the nature of the threat to MNOs’ traditional service
revenue does vary by market. In countries including Spain,
the Netherlands and Korea, to name just three, MNOs
have already reported significant negative effects on their
business. Based on the findings from our MNO survey, we
believe it’s just a matter of time before similar effects are
seen in almost all mobile markets. At least it’s encouraging
to see that the operators that participated in our survey
acknowledge the challenge they’re facing.
Delays Cause Frustration
Though the MNOs in our survey are clearly engaged with
RCS, they were willing to vent some frustration with the
technology. Specifically, when asked about their satisfaction
with the rate of RCS deployments in general, the survey
revealed considerable disappointment. As seen in Exhibit 6,
less then 7 percent of respondents expressed satisfaction
with the rate of RCS deployments. Our interpretation of
this is that these individuals understand the importance
of bringing advanced communications services to market
quickly, and they also appreciate that with the rapid rise of
OTT services, time is not on MNOs’ side.
Exhibit 6: Operators Are Dissatisfied With the Rate of RCS Deployments
Source: Yankee Group’s Mobile Network Operator RCS Survey, March 2013
How satisfied are you with the speed with which
RCS services are being introduced into the market
by mobile operators in general?
RCS Can Help but Time Is Running Out
Next, we asked the survey participants to indicate the extent
to which they believe RCS can form part of the solution to
the OTT threat. As shown in Exhibit 5, almost 80 percent
expressed support for RCS. Among the individuals we
surveyed, there is a consistent and strong view that it can
help them respond to the OTT threat. Because the survey
participants are all involved in RCS decision-making, we
did expect a relatively positive outcome on this question.
Nonetheless, the scale of the support was impressive.
© Copyright 1997-2013, Yankee 451 Group, LLC. All rights reserved.
31.0%
6.9%
0.0%
24.1%
Very satisfied
Somewhat satisfied
Neither satisfied nor dissatisfied
Somewhat dissatisfied
37.9%
Very dissatisfied
Page 5

6. Flexible Deployment Options Drive RCS Rollouts and Success
RCS Momentum Is Building Steadily
During the past six months we have seen increased activity in
relation to commercial RCS deployments. The following are
some examples of the momentum that has been evident:
• U.S.: At the beginning of November 2012, U.S. operator
MetroPCS launched RCS over its LTE network.
• Spain: In the same month, three Spanish operators
coordinated their RCS-e/joyn launches. Movistar and
Vodafone had already offered the joyn app to Spanish
customers since earlier in 2012, but they had not
promoted it. In November, these two players along
with Orange collectively launched joyn. Spain therefore
became the first country in the world to offer fully
interoperable RCS-e.
• Germany: Deutsche Telekom launched RCS-e in March
2013 following earlier delays. Vodafone Germany had
already launched RCS-e ahead of rivals in August 2012 as a
Beta version.
• South Korea: SK Telecom launched its RCS-e service
joyn.T in December 2012 and achieved 1 million users
within 50 days.
These examples illustrate the solid support and growing
momentum around RCS. In addition to these encouraging
initiatives by the operator community, there has also been
solid backing for RCS from some of the world’s leading
handset OEMs. Several companies are expected to introduce
native support for RCS into some of their devices during
2013. This list includes Samsung, Nokia, Motorola Mobility,
HTC, Huawei, LG Electronics, BlackBerry, Sony Mobile
Communications and ZTE.
Expect More RCS Launches This Year
But what about MNOs that have yet to launch RCS? In our
survey we asked about the status of RCS among respondents
whose companies have not yet launched. The findings show
significant variations in the status and plans for RCS. As
shown in Exhibit 7, MNOs are working to different launch
plans, but we are encouraged that over 30 percent expect
their companies to introduce commercial services in 2013.
About one quarter are watching closely and claim they will
base their launch decisions on the commercial activities of
their main competitors. But overall, based on these findings,
we can expect several more live RCS services over the next
one to two years.
© Copyright 1997-2013, Yankee 451 Group, LLC. All rights reserved.
April 2013
Exhibit 7: Operators Are Working to a Variety of RCS Launch Schedules
Source: Yankee Group’s Mobile Network Operator RCS Survey, March 2013
What is the status of RCS services in your network?
3.4%
Already launched
20.7%
24.1%
Launching in 2013
Launching in 2014
Launching in 2015 or later
No current plans to launch
10.3%
31.0%
Launch date will depend on
competitors’ RCS initiatives
Don’t know
3.4%
6.9%
To further illustrate the backing for RCS, our survey also
revealed that among MNOs that have yet to launch RCS,
40 percent have already cleared the business case, and
an additional 45 percent are currently engaged in internal
discussions on this issue (see Exhibit 8). Again, we can
interpret this as clear momentum building behind RCS within
the MNO community.
Exhibit 8: Momentum Is Building Behind RCS
Source: Yankee Group’s Mobile Network Operator RCS Survey, March 2013
Have you cleared the business case for
RCS with your executive team?
40.0%
45.0%
Yes
No
Currently in discussions
15.0%
MNOs Must Get the RCS Proposition Right
Yankee Group believes that for RCS to succeed MNOs must
introduce services with appropriate pricing, as well as ensure
a satisfying overall user experience. Though we didn’t ask our
survey respondents to speculate too much about details of
their RCS propositions, we did explore the issue of pricing.
With early RCS launches we have seen a variety of pricing
approaches, but in general MNOs have been pragmatic and
have attempted to deliver intuitive pricing or even offer
free use of RCS services—as was the case, for example, with
Deutsche Telekom and SK Telecom. In most cases customers
can use their monthly data or messaging allowance for RCS
services, and in some cases the use of RCS does not even
count against their data allowance.
Page 6

7. Flexible Deployment Options Drive RCS Rollouts and Success
Our survey findings reinforced the point about diverse pricing
strategies. As shown in Exhibit 9, respondents expect their
companies to adopt a variety of approaches to pricing for
RCS services, ranging from free to charging a specific amount
to charges that vary by service.
Exhibit 9: There Will Be Different Approaches to Pricing RCS Services
Source: Yankee Group’s Mobile Network Operator RCS Survey, March 2013
How will you charge for RCS services?
5.0%
15.0%
Charge a specific amount for RCS services
No additional charge for RCS services
30.0%
It will vary by service (some will
be charged, some will be free)
50.0%
Don’t know
Interoperability Is Essential
On the specific issue of service interoperability, we also
explored MNOs’ willingness to work with competitors in
their local markets to ensure a satisfying user experience.
Yankee Group believes it’s critical that MNOs deliver full
service interoperability to ensure RCS is differentiated
from equivalent OTT services. Based on the survey,
we’re encouraged to see that 85 percent of respondents
expressed interest in working with competitors to ensure
service interoperability via a centrally hosted solution. This
cooperative approach to ensuring interoperable services—
combined with a commitment to introducing intuitive pricing
or no additional charges at all—will help MNOs launch RCS
services that deliver unique value to end-users.
Flexible Deployment Options Are Critical
As discussed earlier, our survey reveals considerable MNO
interest in deploying RCS, but it also highlights frustration
with the delays that have been a feature of this technology
during the past few years. Operators understand that
they can’t afford to wait much longer to deliver advanced
communications features because customers will increasingly
look to OTT services to fulfill their needs in this area. One
of the delaying factors with RCS is the fact that deployment
April 2013
of the technology has required MNOs to have their own
IMS network. For large players such as Telefónica and
Deutsche Telekom, which are already deploying their
own IMS networks in several markets, this is not a major
stumbling block. Though these players have experienced
some implementation challenges relating to integration of
RCS with their networks as well as challenges with handset
OS fragmentation, at least they have an IMS network upon
which to launch RCS. For other players, the absence of IMS
has posed a fundamental challenge and led to delays.
Time To Consider Pre-IMS Options
The increased availability of RCS solutions that are based on
so-called IMS-lite implementations, or else fully hosted RCS,
are enabling much-needed deployment flexibility for MNOs.
For operators that want to introduce RCS services without
waiting to deploy an IMS core network, the option of working
with vendors that can deliver pre-IMS RCS or a hosted RCS
solution should be attractive. The most important advantage
of adopting one of these approaches should be the timeto-market advantage it can deliver. Another key benefit for
MNOs is the elimination—or at least postponement—of the
costs associated with installing their own IMS network. At
a time when more and more MNOs are facing challenging
financial circumstances and restrictions in their network
capex budgets, any solution that allows them to deliver
advanced services at minimal upfront costs should be
considered seriously.
In our MNO survey we explored this issue and focused
specifically on their interest in hosted RCS solutions. Based
on our findings, as shown in Exhibit 10, there is significant
interest among operators in hosted RCS. Sixty-five percent of
respondents expressed an interest in this type of solution.
Exhibit 10: MNOs Are Interested in Hosted RCS Solutions
Source: Yankee Group’s Mobile Network Operator RCS Survey, March 2013
Please rate your interest in a hosted, cloud-based
solution that would enable you to launch RCS
services prior to the deployment of an IMS core
15.0%
0.0%
20.0%
Very interested
Somewhat interested
Neither interested nor disinterested
20.0%
45.0%
Somewhat disinterested
Very disinterested
© Copyright 1997-2013, Yankee 451 Group, LLC. All rights reserved.
Page 7

8. Flexible Deployment Options Drive RCS Rollouts and Success
April 2013
MNOs Look To Partner With RCS Specialists
When deploying RCS, MNOs can choose to work with IMS vendors or with specialist
messaging/RCS companies that provide end-to-end solutions in partnership with
leading IMS and RCS client providers. When asked to rate their interest in working
with this type of specialist vendor, the MNOs in our survey were generally quite willing
to look beyond their IMS core network vendor. In total, 85 percent of respondents
expressed some interest in working with a specialist provider for RCS.
Related to this point, we also explored the factors that have most influence over MNOs’
choice of RCS vendor. There are always several factors that influence MNOs’ choice
of technology provider, and RCS is no exception. As shown in Exhibit 11, our survey
revealed strong emphasis on the handset client. This was the No. 1 vendor-selection
criterion for 35 percent of respondents. This result emphasizes the importance of
vendors ensuring they can support all leading RCS handset clients and/or the ability to
partner with specialist companies to offer best-in-class clients.
Exhibit 11: Handset Client Is a Key Factor in MNOs’ Choice of RCS Vendor
Source: Yankee Group’s Mobile Network Operator RCS Survey, March 2013
What are the most important criteria your company will
consider when selecting an RCS solution and provider?
(Select up to 3 answers according to priority - 1 being most
important and 3 being least important)
2
3
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Pr
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1
© Copyright 1997-2013, Yankee 451 Group, LLC. All rights reserved.
Page 8

9. Flexible Deployment Options Drive RCS Rollouts and Success
April 2013
Conclusions and Recommendations
RCS enables MNOs to deliver ubiquitous access to advanced communications services.
When thinking about RCS, and in particular the business case for deploying the
technology, MNOs should look beyond direct ARPU-uplift potential. They should focus
instead on the potential for RCS to enable MNOs to deliver enriched communications
features, and therefore allow MNOs to remain relevant in the fast-changing
communications marketplace. The findings from our operator survey demonstrate that
these companies do understand the threat posed by OTT services, but they are also
confident that RCS can help them address this challenge.
RCS is also more than a new suite of services. It’s a platform for future communications
in an IP world—and MNOs must play a central role in delivering these services. RCS
gives MNOs the opportunity to leverage key assets and capabilities to deliver highquality and innovative communications services. This will allow MNOs to strengthen
relationships with their existing customers and drive improved customer retention
rates. RCS is also a platform that can enable third parties to engage with customers,
e.g., customer relationship management (CRM), banking and advertising. When
planning their RCS investments, it’s important that MNOs look beyond the immediate
impact relating to person-to-person (P2P) communications. They should also consider
the longer-term benefits of enabling new types of customer engagement through this
platform-based approach to RCS.
One of the most important considerations for MNOs is time to market. The clock is
ticking, and with each passing day competing OTT players are extending their customer
reach and feature sets. MNOs must act decisively to introduce RCS services, and for
this reason they should consider deployment options that allow them to bring services
to market quickly. For those that do not have an IMS network deployed today, a preIMS or hosted RCS solution could make a lot of sense.
Recommendations for MNOs
In a world that is increasingly crowded with OTT communications apps, it’s critical that
MNOs clearly communicate the benefits of RCS to their customers. We suggest they
focus on four key attributes that differentiate RCS services from OTT apps. These are
reach, simplicity, functionality and security:
• Reach: MNOs should stress the interoperability advantages of RCS. Building on the
universal success of SMS, MNOs should explain that when using RCS there is no need
for end-users to consider which of their contacts are on which network or OS.
• Simplicity: RCS services do not require registration or a subscription, and they
can also be integrated with the user’s phone address book. Ease of discovery and
usability will improve significantly when RCS is native on a wide range of mobile
devices. MNOs should stress these points in their RCS marketing.
• Functionality: Though it’s likely that OTT players will always offer a wider range
of advanced features than MNOs can achieve, RCS-e does support a good set of
messaging/video-sharing features. This will improve further with RCS5, which means
MNOs will no longer be the poor cousins of IP communications.
• Security: This is potentially very relevant for some user groups, such as enterprises.
RCS-related data should be stored securely on MNOs’ networks in their home
country. MNOs should also ensure they do not make customers’ personal messaging
data available to third parties to facilitate targeted advertising. This can potentially
allow differentiation against some OTT service providers for which advertising is the
most likely monetization strategy, and where some user data therefore needs to be
shared with third parties.
© Copyright 1997-2013, Yankee 451 Group, LLC. All rights reserved.
Page 9

10. Turning to the issue of when and how MNOs should introduce RCS, we offer the
following recommendations:
• If you have IMS, use it. Decisions regarding how and when to deploy RCS are of
course specific to local markets and individual MNOs. Where MNOs have deployed
their own IMS infrastructure, they should leverage it to launch RCS.
• But you don’t have to wait for IMS. For some MNOs that don’t have their own
IMS network, a pre-IMS implementation of RCS may be more appropriate. This
can be achieved by partnering with specialist messaging or RCS vendors that can
incorporate simplified IMS components as part of their solution.
• Consider a hosted solution. For the lowest upfront costs and fastest time to
market, MNOs should consider a hosted RCS solution with the option to migrate
to the operator’s own IMS network in the longer term. The time-to-market
advantages of hosted RCS are quite compelling. Considering the rate at which OTT
apps are being introduced and adopted by end-users, it’s certainly in MNOs’ best
interests to bring to market more sophisticated RCS-based services as quickly as
possible. If they fail to do this, MNOs run the risk of being excluded completely
from the huge advances taking place in personal communications.
• Work with vendors that offer flexible deployment options. As outlined above,
different MNOs will make different RCS deployment choices. Whatever the
particular circumstances and preferences of each MNO, it’s important that it
partner with vendors that can offer the best RCS solution to meet its needs. In
this regard, the flexible deployment alternatives offered by companies such as
Openmind Networks should be considered.
About the Author
Declan Lonergan
Vice President
Based in Dublin, Declan Lonergan is a vice president of Yankee
Group’s Consumer Research group. Lonergan produces and
manages research that improves service providers’ and
technology vendors’ business results. He helps clients make
critical decisions regarding the deployment and marketing of
innovative consumer services.
© Copyright 2013. Yankee 451 Group, LLC. Yankee Group published this content for the sole use of Yankee Group subscribers.
It may not be duplicated, reproduced or retransmitted in whole or in part without the express permission of Yankee Group,
One Liberty Square, 6th Floor, Boston, MA 02109. All rights reserved. All opinions and estimates herein constitute our judgment
as of this date and are subject to change without notice.
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