Presentation on the growing practical reality of operator-provided UCaaS propositions. Enterprises are finding it ever-harder to manage mobility & voice/video communications, given device diversity, BYOD and employee behavioural changes in using UC. Hosted options may allow greater flexibility - and also a better platform for future innovations such as app-embedded comms and WebRTC. Carriers can also blend in service value-adds such as roaming deals and WiFi access. Working with a 3rd-party UC vendor is likely to be a better bet than trying to implement UCaaS in an IMS.

1. UCaaS: Mobility & the Future of Comms
Dean Bubley, Disruptive Analysis
Singapore, Oct 23rd 2013
dean.bubley@disruptive-analysis.com
@disruptivedean

2. About Disruptive Analysis
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London-based analyst house & strategic consulting firm
Cross-silo, contrarian, visionary, independent
Advisor to telcos, vendors, regulators & investors
Covering VoIP since 1997 & 3G/4G mVoIP since 2007
Published report on “Telco-OTT Strategies”, Feb 2012
New report on WebRTC, Feb 2013
Workshops on Future of Voice & TelcoOTT
Twitter @disruptivedean
October 2013
Blog: disruptivewireless.blogspot.com
Copyright Disruptive Analysis Ltd 2013

3. Neuroscience explains reluctance to change
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Predictable irrationality
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Endowment effect
Optimism bias
Confirmation bias
Defence of belief systems
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Oct 2013
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4. UC & MOBILITY
October 2013
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5. “Mobility” has many meanings & contexts
Mobile Device
October 2013
Mobile Network / Calls
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“On the move”

6. Historically, UC/comms & mobile = 2 worlds
Telco
Comms as an “owned function”
Comms as a “billed service”
Enterprise control & numbering
Call control in PBX/UC system
On premise
Fixed/short numbering
5-7 year cycles
Little end-user choice
Only limited technical
Telco control & numbering
Call control in telco network
Managed service
Mobile numbering
1-2 year cycles
Personal preferences huge
& commercial linkage
in the past
October 2013
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7. Two simultaneous challenges for IT/comms
Cloud
?
Classic
enterprise
IT &
comms
systems
October 2013
Mobility
... and cost, security & better
alignment with the business
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8. BYOD realities
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Becoming pervasive & inevitable
80%+ of employees use own devices/services for business...
... although a smaller % of companies have a formal BYOD policy
BYOD typically driven by productivity, increased mobility & employee
harmony reasons, rather than cost-saving
BYOD prevalence (all
business sizes), 2012
Source: Intel Survey Oct 2012, n=3000
October 2013
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9. BYOD is an acceleration of an old trend
Home
phone
Fax
1993
PBX
Home bPersonal band
email
2003
Personal
Email &
social
Company
email
Company
mobile
Deskphones losing to mobile calls & email...
... which are inherently more “consumerisable”
October 2013
Potential
reach of
own device
IP-PBX
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Personal
mobile
2013
Company
Email &
social
UC
Company
mobile

10. Retain share of employee comms; manage risk
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Need to be realistic: employees have broad choice of comms
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Companies need mindset of “competing for market share”
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Corporate policies & S/W for controlling most important risks
Education & training of staff about risks
Best-in-class tools & apps to capture & retain user “loyalty”
Pick the winnable fights
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Some choices made by clients / partners (eg LinkedIn, conferencing)
Depends on industry & company
More important to have company service than device
October 2013
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11. BYOD risks & best-practice
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Corporate-approved security software (needs to be cross-OS)
Virtualisation / work & personal profiles and data stores
Remote-wipe capability
Liability for users’ personal data / privacy concerns
Employee code-of-conduct
Regulatory limits (vary by country / industry)
Various issues around apps & containerisation approaches
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Move to web-apps, browsers & HTML5 will add complexity
Ongoing assessment of consumerisation trends / user
perspective; responsiveness to change
October 2013
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12. Not just BYOD.... countering the risk of BYOX
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If corporate-run communications capabilities are not good
enough, employees will start using their own web-based tools
Staff already choose their own phones, WiFi hotspots etc....
Web-conferencing
service
Informal contact
centre
Messaging &
enterprise social
Enterprises need both strong policies & capable inhouse options to minimise risks of “self-outsourcing”
October 2013
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13. “Communications” extends beyond mobile calls
Mobile calls
E2E/B2B/B2C
SMS & IM &
Email
Conferencing
from mobile
Mobility ever more entwined with business process.
Separation from UC/IT no longer realistic
October 2013
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Mobile
collaboration &
productivity

14. Earlier versions of mobile UC were weak
03
06
08
3G
Numbering
issues
VoIPo3G
tricky
Clunky
UI / UX
Roaming
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Provisioning /
mgmt of apps hard
October 2013
User
unfamiliarity
Platform / OS
limitations
Awkward WiFi
experience
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Unpredictable
costs

15. 2013: Mobile UC & UCaaS vastly improved
06 (+08)
Numbering
best-practice
VoIPo4G
OK + QoS
Design
improved
Platform / OS
capable
MDM &
BYOD
Better
processes
October 2013
Comms apps
widely used
WiFi improved
& common
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Tablet
support

16. Changing: Service provider attitudes
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In the past, telcos (especially mobile):
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Now, things are changing:
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Too focused on SIMs & minutes
Coupling of access + service
Limited understanding of enterprise needs & solutions & vendors
Fixed/mobile hybrid offers
More integration / solutions skill-sets
Acceptance of 3rd-party access (WiFi, OTT etc)
Willingness to work with key vendors
Cloud, API & future potential roadmaps
UCaaS (+mobility) now entering mass market
October 2013
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17. Different UC options
Sweet spot for
most enterprises
Non-unified
cloud & web
comms
• Inexpensive
• Cutting-edge
• Secure?
• Robust?
• Mobility hard
October 2013
Premisebased
vendor UC
• Capex+Opex
• Feature set
• Mobility?
• Management
• IT integration
• Control
• Separate comms
services
• Hard to provision
SP-hosted
vendor UC &
mobility
• Opex-centric
• Mobile integrtn
• Mobile VAS eg WiFi
• Billing integration
• Vendor ecosystem
• Lower admin o/head
• Easy updates
• Managed security
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SP innetwork
IMS-based
• Opex-centric
• Flexibility?
• Features?
• IT integration?
• Slow evolution

18. THE FUTURE OF VOICE &
COMMUNICATIONS
October 2013
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19. Intent....
Why do people make
phone calls*, anyway?
*or send messages, have conferences, use IM & presence
October 2013
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20. Voice ≠ Telephony
Historic communications
Future voice apps & services
Voice
Voice &
video
Telephony
Telephony
Voicemail
Conferencing
PTT
In-game chat, CEBP,
surveillance, social
Video voice, telepresence etc
Communications getting richer & moving “in-context”
October 2013
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Context, sense9

21. Fragmentation of voice (& msgng/video) models
Standalone
Circuit calls
IP
Embedded
app/web
calls
Oct 2013
Non-call
comms
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22. The role of video in communications
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Video really needs to have a clear “purpose”
We will not default to “video everywhere”
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Ergonomics, social norms, behaviour
No interruptive straight-to-video calls
Numerous niches for B2B, B2C, C2C
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Even more contextualised than voice & messaging
Skype calls between distant relatives / expats / diaspora
Customer service (NB staff retraining)
Personal consulting
Need for interoperability unclear as in-context/in=app
October 2013
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23. Mobile UC/UCaaS meets the Cloud
APIs & mashups
Integration
Enterprise
apps
Social
UC
Cloud comms
October 2013
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Recording
Translation
Analytics
Transcription etc

24. October 2013
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25. Design & software simpler via the Web
June 2013
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26. Benefits of WebRTC
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Democratises voice & video in websites & apps
Add context to communications & vice-versa
Cheap / easy / open-source components
Advocacy from Google, major vendors, telcos, IETF, W3C etc
Enterprises & telcos can extend comms over the Internet
Real momentum & enthusiasm
No predefined signalling
Growing ecosystem even pre-standardisation
Realtime data even more disruptive
October 2013
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27. WebRTC will drive disruptive service innovation
Million
Device base supporting WebRTC growing Zero4bn in 4 years
Source: Disruptive Analysis WebRTC Strategy Report, Feb 2013 & Q2 Update August 2013
Definitions & methodology in report - See disruptivewireless.blogspot.com for details
October 2013
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28. Conclusions
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Mobility & cloud are two key drivers for enterprise comms & IT
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Mobility = productivity, flexibility, lower costs, higher morale
But need to acknowledge that BYO models inevitable for most
Look for tools to help control security & spending...
... & retain enterprise “market share” of employee comms
Mobile UCaaS maturing
Fits with both BYOD & corporate-issued devices
Aligns with future of comms (cloud, APIs, social WebRTC etc)
October 2013
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29. www.disruptive-analysis.com
disruptivewireless.blogspot.com
@disruptivedean
information@disruptive-analysis.com
Skype:disruptiveanalysis
October 2013
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