Consumer adoption of OTT is significant so the question bears asking, will LTE accelerate the success of OTT services? GENBAND's Vice President & CTO, Multimedia, Shalin Sehgal shares his thoughts during this presentation at Futurecom 2012. Shailin is the SVP & CTO for the Multimedia Group within GENBAND where he is responsible for the product management, & systems architecture of companies multimedia product portfolio including SBC, Security Gateways, & Application Servers. Shailin joined GENBAND from Sonus Networks where he held several executive management roles including the VP of Product Management and Marketing and the founding GM and VP of Engineering of the Indian subsidiary. Prior to joining Sonus Networks, held several management roles at MCI (Verizon Business) including product planning and deployment of long distance and local voice networks. He holds a masters degree in Computer Science from University of Texas at Dallas and bachelor’s degree in Electronics Engineering from Nagpur University, India

1. Evaluating Monetization Strategies in an All IP World
Shailin Sehgal
Senior Vice President & CTO, Multimedia, GENBAND

2. Consumer adoption of OTT is significant
30M subscribers 24% of mobile
data
mVoIP - 42% CAGR
22% of all IM - related
5% of global messaging mobile bandwidth
Will LTE accelerate the success of
OTT services?
2

3. Operator Battle Field
Market Risk & Financial Impact
High
Revenue & Strategic
Impact
Significant
Long term decline
Low
Market Risks High
Factors Outside of Operator Control
3

4. The Apple Value Chain

5. The Internet of Things
24,000,000,000
Devices
$1,200,000,000,000 in Mobile Operator Revenue!
5

6. New Battle Grounds to Drive Revenue
 Smart Energy, Connected Home, Mobile Health, Logistics industries have
started to take advantage of mobile broadband
 Cloud is replacing purpose built Service delivery networks
 Over the tops (Apple, Google, Skype, FB) are closed communities. They do
not provide ubiquitous user experience across all device types
 New technologies like webRTC, & HTML5 remove the barriers to entry and
enable federation of closed communities
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7. Time to Adjust, Defend, & Invest
Messaging - Adjust Voice - Defend
• M2M • Offer Voice plus Services
• Federate Social Networks
• Create Wholesale offer with
differentiated QoS
Mobile Data - Engage Cloud Services – Invest
• Optimize Broadband • IaaS
• Personalize Broadband • PaaS
• Monetize • SaaS
• CaaS
7

8. Operators can win on their historical strengths
 Brand
 Quality
 Billing
 Device Management
 Subscriber Ownership
• Telephone number = Mobile number is one’s Identity
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9. “Internet of things” - M2M Market Forecast
 The M2M market is driven by high value
vertical services
 M2M connectivity revenue alone will
amount to a US$8.3 billion in 2016 world
wide
 Half of it is Mobile centric

10. M2M Opportunity – Billions of Devices
M2M Verticals Operator’s Unfair Advantage
 Mobile Health  Connectivity
 Smart Grid – Energy  QoS
 Telematics – Automotive  Device-Network Interaction
 Logistics – Fleet Management  Foster Ecosystems
 Connected Home  Partnership with the Verticals
 Surveillance and Security  Fully Integrated Turnkey Solutions
Device management,
Authentication, Security
M2M Access and SLA delivery (e.g. M2M
Device Network Priority, QoS) service
Service provider revenue potential

11. Example M2M solution – Operators are the key enablers

12. Web is Different Than Telecom
 Speed of change is embraced over stability
 Standards follow and usually document deployed practices
 Facebook - New code changes are pushed randomly, without notice (up to
weekly) that can affect the GRAPH API
API Change
Bug Fix
Facebook Release History
 Products, Applications, Interfaces, Deployments – all must react RAPIDLY
 A New Model is Required for Businesses Interacting with Social/OTT/M2M Systems

13. Don’t miss riding new wave! Connecting “Everything”
Connecting Social networks
Connecting PCs
1995 2000 2008 2012 2020

14. Helping Carriers Evolve from the PSTN…
Subsidized Targeted Advertising
Easy to deploy
GENBAND Focus
Cost effective
Cloud Deployment
WebRTC/HTML5
Fast deployment of new services
On going innovation
Federation with existing Social Networks Social Networks Integration
Complement existing Social Networks
Universal
Rich user experience – multimedia RCS / RCS-e
Good and predictable quality RCS 5
Viral adoption
Voice Services VoLTE, VoWiFi, FMC