Rapid adoption of VoLTE and (slow) emergence of RCS is mostly driven by consumer offers. Migration to new infrastructure required for VoLTE raises questions about persistence of legacy services. Which matter and what should we do about them?

1. www.redmillcommunications.com redmillmarketing associates
COMBINING LEGACY AND VoLTE
SERVICE CAPABILITIES FOR
B2B CUSTOMERS:
PROTECTING PREMIUM ACCOUNTS
G. D. Redmill

2. www.redmillcommunications.com redmillmarketing associates
About us
● Marketing and strategic consultancy services for the TMT sector
● Strategy
● Communications
● Analysis
● Deep knowledge of marketing and strategic needs of the TMT industries
● Strategic planning and consultancy
● Clear, insightful communications and actionable marketing programmes
● An experienced team to complement your resources
2

3. www.redmillcommunications.com redmillmarketing associates
What’s the topic?
● Rapid adoption of VoLTE and (slow) emergence of RCS is mostly driven
by consumer offers
● Migration to new infrastructure required for VoLTE raises questions
about persistence of legacy services
● Which matter and what should we do about them?
3

4. www.redmillcommunications.com redmillmarketing associates
Current industry revenue share
4
Ernst and Young: Global Telecommunications Study:
Navigating the Road to 2020

5. www.redmillcommunications.com redmillmarketing associates
Consumer perspective
● Many useful services exist in legacy environment
● Non-geographic numbers
● Number portability
● Which need to be moved to VoLTE environment, which requires core
IMS, MMTel, etc
● Options are to implement legacy in new environment
● Forget about them
● Use convergent solution
● But, rapid adoption of services from alternative providers
5

6. www.redmillcommunications.com redmillmarketing associates
Enterprise perspective
● High value customers with recurring subscriptions to premium business
services
● Virtual PBX, IP Centrex, UC, VPN
● These revenues are important and often overlooked in our discussions
● We cannot simply ignore them or restrict them to legacy networks and
devices
● Important customer base
● 27% of Vodafone revenue (2015) from enterprise customers
● Using existing services
6

7. www.redmillcommunications.com redmillmarketing associates
Looking to the future
7
Ernst and Young: Global Telecommunications Study:
Navigating the Road to 2020

8. www.redmillcommunications.com redmillmarketing associates
Enterprise services
● Tend to focus on future digital service opportunity
● Cannot neglect or ignore existing service revenue
● Significant contributor to revenue
● Less likely to migrate to free alternative services
● Adoption of VoLTE devices in enterprise will proceed, but not at uniform
rate
● Buying cycles
● BYOD
8

9. www.redmillcommunications.com redmillmarketing associates
What do you do?
● Focus on ensuring preservation of current enterprise services
● While preparing for digital future
● Keep your enterprise customers and ensure service compatibility across
different generations of mobile access and devices
9

10. www.redmillcommunications.com redmillmarketing associates
VPN migration case study
● Tier 1 operator
● More than one million enterprise voice VPN customers
● Introducing VoLTE, with full IMS
● Profound network transformation
● What did they do?
10

11. www.redmillcommunications.com redmillmarketing associates
VPN migration case study
11
SIS
rIM-­‐SSF
TAS
MSS S-­‐CSCF
SIS
Service
Profiles
Service
and
Customer
data
SIP
CGIN
RA
SIS
SIP
RA
CAPv2
MRFSRF
SIP/ISC SIP/Mr’
JDBC
CDF
Diameter/Rf
Diameter RA
2G/3G IMS
EasyVPN
SIP
servlet
RA
SIP
RA
SIS
SIP
RA

12. www.redmillcommunications.com redmillmarketing associates
VPN migration case study
12
VPN
application
S-­‐CSCF
MRF CDFRf
ISC
Mr’
SIS

13. www.redmillcommunications.com redmillmarketing associates
VPN migration case study
● Results:
● Service availability across 2G, 3G, 4G and VoLTE networks and
devices
● More than 1 million users migrated to new platform
● Framework for future service enhancement
● Protecting existing revenue
● Securing foundation for revenue growth
● Retaining valuable, premium customers
13

14. www.redmillcommunications.com redmillmarketing associates
Future growth opportunities
14
Ernst and Young: Global Telecommunications Study:
Navigating the Road to 2020

15. www.redmillcommunications.com redmillmarketing associates
Future growth opportunities
15
Ernst and Young: Global Telecommunications Study:
Navigating the Road to 2020

16. www.redmillcommunications.com redmillmarketing associates
Conclusion
● Promising growth opportunities, many of which cover enterprise
● Enterprise customers need service persistence
● Key strategic tool to retain customers to target with new services
● Protecting significant revenues
● RCS (currently) mainly a consumer play
● Have to take steps to bring legacy enterprise services to cross-platform
converged network
● Cost of not doing so will be high
● Greater risk of disenfranchising customer segment that will be vital for future
growth opportunities
16

17. www.redmillcommunications.com redmillmarketing associates
17
www.redmillcommunications.com