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OTT – Over the TopTelco
Telefónica Digital
The relations and roadmaps of Telco companies with the OTT players
by Gil Cohen
What is OTT ?
�OTT – Over the Top stands forapplications and services that do nothave any infra structure
Telefónica Digital
OTT comms have seen explosive growth…
OTT comms have experienced
explosive growth…
� Skype-to-Skype calls (including video calls) grew 48% in 2011, to 145 billion minutes (50% crossed a national border)
� Skype has over 200 millions avg. monthly connected users.
� Top selling iPhone, Android and
BlackBerry app in main markets
Source: Gigaom, Skype Journal
64% of App usage is communication & social networking… but increasingly we’re just the pipe
Time spent/day
Smartphone
1h30’’’’
Non smartphone
6’’’’
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� Reached 5 millions users in 5 days
(launch 2nd Dec10)
� ~18 millions active users/month,
30 million registered users by Oct
2011
� >50 million registered users Feb
2012
BlackBerry app in main markets
� Dec11: 1 billion messages/day
� Tens of millions active users
(estimated)
Source: Whatapp Website
Tablet
2h45’’’’
PC
3h50’’’’
19% of App time is “communication”, although 45% is Social Networking
Source: Ipsos MORI “App Tracker”, February 2012
4PDI Building the Future Digital
Smartphones and OTT
�Smartphones have become‘hero’ devices for consumers andlucrative data usage drivers foroperators
�OTT apps offer ‘free’ services toutilize connectivity
�OTT services break the
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�OTT services break therelationship with the consumerand risk mobile operators beingseen as ‘dumb pipes’�Consumers choose operator
services almost entirely on price
Show me the money !
�Monetize by:
•Advertising
•
�WhatsApp partners with carriers inHong Kong to provide free of chargeWhatsApp traffic ( including roaming) when using their service.
�Skype WiFi
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•PSTN Out
•Get acquired
�Skype WiFi
• Get online at over 1 million WiFi hotspotsworldwide and only pay for the time you’reonline with Skype Credit.
… but the market is highly fragmented with no established leader – yet!
App to App&Call in-out
App to App&Call out
Vo
ice
ori
en
ted
OT
T (
incl
tex
t)
OTT comms players position � Most OTT comms
players are start-ups, requiring monetization sources in the medium term
� Big Internet players are taking positions in this
Telefónica Digital 7
In 2011, 9% of messaging revenues was lost to OTT players – 59% increaseBy 2016, $52bn (7%) of telco voice revenues will be eroded
App to App
Messages only
Vo
ice
ori
en
ted
OT
T (
Tex
t O
TT
Mobile Multi-deviceSource: Arthur D. Little
positions in this domain
– Widespread presence in messaging (Apple, Google, Microsoft Facebook…)
– Entering voice OTT domain: Microsoft acquired Skype for $8.5bn in 2011
Its not all roses for the OTT players
No unified experienceIcon overload
Inconvenience
Fragmented/untrusted brands
Barriers to making connectionsApps & services lack cross platform support
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Ability to communicate and share restricted by platform choice
PC and Phone don’t work together
Inability to access data from many locations and devices Customers let down by lack of network coverage
Cost sensitive customers looking for alternatives
No integration between phones and PC applications
Five strategic options exist for telcos to tackle the OTT threat…
Compete
Fragment
Control
Telefónica Digital 9
Partner
Fragment
Wait
So what can carriers come up with that competes ?
1.Create a new communications market that
merges the best of Telco with the best of the
web. (Over the Telco)
•cloud based telephony service
•
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••cellular and IP networks
•customer data storage and syncing
Now your mobile # is an
app and a service…
… and the service is
available everywhere
- creates a new category - “Over The Telco”Taking the best of the web and integrating it to the best of traditional Telco
�Only available to TEF customers incountry initially
�Its your real number in the cloud
�Enables multiple devices so neverlose your phone
Telefónica Digital 11
Always in syncin the Cloud
lose your phone
�Your phone now works on Wi-Fi andGSM with optimised signal coverage
�Synchronised ringing across Wi-Fi and GSM connections
�National call rates when roaming overseas on Wi-Fi
Your phone in the cloud
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Now your phone service is an app
…and the service is available on any device
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So how does it look like?
TU Go service
SIP Access App
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Operator network
Mediation IT NGIN Media GW
Device
O2 Movie
Telefónica Digital
Telefónica Digital