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Disruptive Analysis - OMA Messaging Workshop July 2012
Disruptive Analysis - OMA Messaging Workshop July 2012
London-based analyst house & strategic consulting firm Advisor to MNOs, vendors, regulators & investors Critic of mobile IMS since 2005 and RCS since 2008 Published report on Telco-OTT Strategies, Feb 2012 Workshops on Future of Voice & #TelcoOTT
With Martin Geddes Consulting (credited for various slides here) Next events in Orlando & London in October
July 2012
new standardised services are neither necessary, nor sufficient. RCS is irrelevant at best, and actively damaging at worst.
July 2012
Multiplying Ecosystems
July 2012
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
Context
Intent
Multiplying Ecosystems
July 2012
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
July 2012
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
Information transfer
July 2012
Narrative
July 2012
July 2012
July 2012
Context
Intent
Multiplying Ecosystems
July 2012
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
Service
e.g. SMS
Product
e.g. WhatsApp
Feature
e.g. Zynga IM
Function
Context
Intent
Multiplying Ecosystems
July 2012
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
Conversations Interactions
Unmet needs at every layer Many combinations of information transfer, narrative & presence Many ways to meet them No application can do it all
Rendezvous
July 2012
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
Birthday party!
Lowest common denominator services used as a fallback when nothing better available
July 2012
Context
Intent
Multiplying Ecosystems
July 2012
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
SMSC
SMSC
Roaming
Customer Database
Invoice
Alice
Bob
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
Transmission
SMSC Interoperability
SMSC Storage
Mobility Agent
Home
Availability
Customer Accountability Database
Invoice
Delivery
Usability
Ubiquity
Urgency
Relevance
Alice
Governance
Bob
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
Relevance
Storage
Usability
Delivery
Availability
Mobility
Accountability Urgency
Ubiquity
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
Telco-style services
OTT-style services
Usability
Relevance
Governance
Urgency
Availability
Accountability
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
Telco-style services
Familiar
OTT-style services
Billed
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
Telco-style services
Functionality
Reach Tailored Coolness
OTT-style services
Exclusivity
Free/Freemium Affinity
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
Telco-style services
Familiar
Transmission Storage Mobility
Functionality
Reach Tailored Coolness
Delivery Interoperability Ubiquity
OTT-style services
Usability
Relevance
Governance
Urgency
Availability
Exclusivity
Simple
Accountability
Personalised
Affinity
Copyright Disruptive Analysis Ltd and Martin Geddes Consulting Ltd 2012
Presence
July 2012
Other identity
Exclusivity
Mobile primary
Familiarity
Web primary
Novelty
Fragmentation is irreversible
July 2012
July 2012
Internet
Telco service
Telco
Billing & ID
July 2012
Internet
Managing cannibalisation
Design
July 2012
Software mindset
Copyright Disruptive Analysis Ltd 2011
Conclusions
Messaging fragmentation is inevitable Consequence of myriad use-cases & human nature (Also because of technology, devices, ecosystems etc) There is a need for lowest-common denominator. . but it small & likely low-priced So-called OTT messaging is irreversible New standards wont fix anything MNOs need to innovate, partner, stick with SMS, or exit
July 2012
www.disruptive-analysis.com disruptivewireless.blogspot.com @disruptivedean AVAILABLE FOR WORKSHOPS, CONSULTING & SPEAKING dean.bubley@disruptive-analysis.com +44 (0) 7941 100016
July 2012