Mais conteúdo relacionado Semelhante a StreamWIDE: Filling the gap between OTT and RCS-e (20) StreamWIDE: Filling the gap between OTT and RCS-e 2. © StreamWIDE
By the end of 2012, more instant messages were sent
via chat apps /day than SMS
Over-The-Top (OTT) messaging apps expected to
generate 41B messages per day in 2013 (14T /year)
Text messages revenues can locally decline but will
generate more than $120B this year
Ovum estimates $23B SMS/MMS rev lost in 2012
OTT DISRUPTING MESSAGING
BUSINESS….SOME FACTS
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Mobile Messaging became and will stay fragmented
From a 20-years standard, SMS has now become just
another app (a big one though)
For customers, Joyn is just another brand
MOBILE MESSAGING BECAME
A FRAGMENTED MARKET
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OTT messaging market constantly moving and evolving
Very Different Market shares & use cases between USA,
CALA, Europe, APAC..
OTT BATTLE RAGING OUT
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Geopolitical stakes in
precise countries/regions
(China, Arabic Gulf,
Indonesia..)
Game is not over
Room for New Services and
Local Initiatives
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SMS is fully alive and kicking!
8600B messages sent in 2012
Projected to continue to grow, by 5 percent CAGR until
2016
SMS-Related Revenues far beyond OTTs
(Rising-Star “Line” generated no more than
45M€ in 2012)
SMS is a commodity but still a valuable,
durable asset for Operators trusted by
Consumers
IS SMS DEAD?
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Popular strategy in Asia…unproven results so far
“66 % of service providers said that they must “own the customer” in
any partnering agreement while only 13% of device manufacturers and
14 % of OTT players are prepared to envision a future in which they
cede ownership of the customer experience”.
“We looked at that option, but it is very difficult to partner with a
company in your core business… the trade-offs are humongous.”
Telefonica Digital, talking about OTT partnerships
OTT PARTNERSHIPS:
THE BAD “GOOD IDEA”?
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Average Google Play Rating (3,2*),
decent nb of users (<500K, flat growth
after launch)
Android app gets <50K users, 2,5stars
rating
<100K users on Google Play since
Launch ; 1M user base is migrated
from previous chat app
Spain: Android app <50K DLs
SLOWLY TAKING OFF
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JOYN services didn’t meet their market so far
Is a worldwide Brand Only the right way to go?
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A GAP NEEDS TO BE FILLED
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• LOW BRAND
STICKINESS
• IMPLEMENTATION
CHALLENGE
• INTER-OPERATORS
AGREEMENTS
NEEDED TO ENSURE
TAKE-OFF
• LOYALTY HAZARD
• UNPROVEN
BUSINESS MODEL
• LOW VALUE-ADDED
NEED FOR
• + FLEXIBILITY
• + VALUE-ADDED
• LOCAL BRAND
• FASTER SERVICE TAKE-OFF
OTT
partnership -
Co-branding
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GOING TELCO-OTT OFFERS
PROMISING OUTLOOK
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Telco B
Telco A
Telco-OTT disrupts Traditional
VAS Models
Faster Reach of a Critical Mass
Improved Service Value
Reduced Regulatory requirements
Existing initiatives still struggle to find the
right approach
Differentiate from the OTT game but move away
from “another telco useless gadget”
Demonstrate superior services/user experience
Reliability and security
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Operators Should Seize Their
Fragment of the Market NOW, go Fast
to reach a Critical Mass
Build Local Brands, Potentially Create
their own OTT
Combine their Assets (Legacy
Services, Subscribers Relationship,
Billing), IP messaging capabilities and
RCS APIs to foster New User
Experiences
TIME IS THE ESSENCE…
TECHNOLOGY AN ENABLER
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“The OTT Threat will not be solved by one technology”
Rafael Junquera, Telesemana
IP
Messaging
SMS/MMSRCS API
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Client Attractiveness:
User Experience First! Features,
Look’n’Feel, Battery-Saving,
Social…
Price
Should be in line with short-
term new messaging revenues
(low)
Ease of integration
IMS shouldn’t be a constraint
Synergy with SMS equipment
KEY DECISION FACTORS FOR
MOBILE CTO/CIO
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YANKEE GROUP/OPENMIND
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Network-Agnostic Mobile Messaging
Legacy SMS/MMS & IP Messaging
White-Label Apps
Access-independent: Telco-OTT-compliant
Carrier-Grade Technology
Fast Roll-Out
Interoperable with RCS
INTRODUCING
SMARTMS™
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IP Mobile Messaging Market is fragmented and moving
Joyn as a global messaging brand has shown its limits
Operators have opportunities to act like OTTs and
implement Telco-OTT strategies
Operator need to create synergies between Legacy,
new IP services/brands and RCS
White-Label Solutions such as StreamWIDE’s SmartMS
can offer a powerful complement to traditional RCS
approach
IN A NUTSHELL..
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Time to Bridge the Gap between OTT and RCS!