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TADHack Truphone Presentation
- 1. The Future is Bright
Building the Mobile Services of the Future
James Body
Head of Research & Development
1
- 4. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
Introduction to Truphone
v Formed 2006 by James Tagg
v Software Cellular Network – selling enabling technology to MNOs
v Became an operator – TRUPHONE - ‘Eat our own dogfood’
v Initially an ‘Over The Top’ (OTT) player
v Bought GSM Mobile Network Assets from 2008 onwards
v Full member of GSMA
v New CEO – Steve Robertson (ex-BT Openreach) joined 8/2011
v Strength today – circa 850 employees globally
“Truphone – it’s changing the way we communicate”
– Network Manager, Nasdaq 100 Biotech Company
IN COMMERCIAL CONFIDENCE© 2013 Truphone.Version 1.0. 4
- 6. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
v In 2001 our founder couldn’t get a mobile
signal at his farmhouse in Kent, UK
v And he couldn’t behave like normal when
doing international business
v He questioned why traditional mobile
networks were slow to evolve and
address the challenges faced by business
and individuals
v He formed Truphone to address these
challenges
v Truphone is now a global enterprise
v Over 850 Employees in offices across 10
countries
v Official Technology Partner for Caterham F1
v Clients cover FTSE 100 and Fortune 500
v Redefined geography with unique innovative
products and service
v Scalable technology infrastructure built with
blue chip providers
From pasture… …to pit-lane
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- 11. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
• Pluses
• Minuses
• Other alternative ‘addresses’
11
Who (or what) is calling me?
E.164 Telephone Numbers
- 12. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
• Today
– Presentation of E.164 number (most of the time)
– Reasonably easy to spoof
– CNAM (Short Alphanumeric Name) – in N America only
• Issues
– Relies on end user (device or person) to recognize calling party
– Not a reliable means of authenticating ID of calling party
• What I want in CLI
– Positive (trusted) authentication of Calling Party
– A much richer CLI
• Full Name
• Organization / Company
• Role(s)
• Contact address(es)
• Picture
• Location/Connection Status
12
Who (or what) is calling me?
Caller Line ID
- 14. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
• Individuals today have complicated lifestyles
• Communications need to mirror this
• Early systems use
– Personal Profile – owned and managed by individual for private purposes
– Work Profile – owned/managed by employer for business purposes
• BUT – life is not that simple!
• Text should be kept to a minimum
– Fourth level
» Fifth level
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One Number is NOT good enough
Multiple Personae
- 15. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
• Temporary
– I am selling a car and want to advertise a contact point for potential
purchasers to contact me on.
• I do NOT wish to put my PERMANENT contact address(es)
• After the car is sold, the contact address is discarded
– I am a young carefree single person interested in meeting new friends
• I do not wish to disclose PERMANENT contact details until I know and trust the new
friend
• If the new contact does not come up to scratch, the contact is discarded
– I am Duty Officer and will be on call for the next for the next 24 hours
• The Duty Officer number remains constant and is well advertised
• At the end of the DO period the number/address is assigned to the next duty individual
15
Examples
Multiple Personae
- 16. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
• Permanent
– International Business
• I do business in multiple countries
• I require local addresses/numbers in multiple countries in order to allow customers/
colleagues to easily contact me
– I already have well known local numbers
• I do not wish to change/discard numbers which I have had for some time as many
people know (and use) these to contact me
• I wish to port numbers into my current service and keep the ‘known numbers’ alive
– Numbers/Addresses that are associated with special Groups/Circles
• I am a member of the VUC (VoIP User Conference)
• I support Chelsea FC
• I am a member of the local Parish Council
• I am the Parent of a pupil at Warminster School
16
Examples
Multiple Personae
- 17. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
• Temporary
– I am selling a car and want to advertise a contact point for potential
purchasers to contact me on.
• I do NOT wish to put my PERMANENT contact address(es)
• After the car is sold, the contact address is discarded
– I am a young carefree single person interested in meeting new friends
• I do not wish to disclose PERMANENT contact details until I know and trust the new
friend
• If the new contact does not come up to scratch, the contact is discarded
– I am Duty Officer and will be on call for the next for the next 24 hours
• The Duty Officer number remains constant and is well advertised
• At the end of the DO period the number/address is assigned to the next duty individual
17
Examples
Multiple Personae
- 19. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
• Knows about:
– Calling Party
– User Status
• Where
• How connected
• Current activities (from schedule)
• Current mood/work profile
19
The ‘Gatekeeper’ controlling access to the user
Call Handling
- 20. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
• Multi-party voicemail
• Recording platform
• Multiparty call platform (Conferencing+)
• Proxy for queries to Location/Status
services
• Alerting (Like IFTTT)
• Multi-transport messaging platform
• Media Analysis (e.g. Emotion/Stress)
20
Much more than Voicemail Platform
Project INFERNO
- 21. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014 21
You have received a very ANGRY Voicemail from your wife!
Emotional Analysis
- 23. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
People have complicated lives – one persona is not enough!
Multiple Personae
- 24. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
• A PRIMARY Communication channel is one that demands
direct interaction between the communicating parties
• Normally a human can only handle ONE primary channel at
one time
• Primary communications are often INTRUSIVE as they
disrupt activities
• Examples (in order of ‘richness/quality’):
– Normal narrowband voice call (Bell Telephone)
– Wideband voice call (Using HD codecs)
– Video session (WebRTC, Skype, Facetime, Google Hangout)
– Face-to-Face conversation
24
Pay Attention!
Primary Communication Channels
- 25. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
• A SECONDARY Communication channels are normally run
in the background while the user’s attention is primarily
focused on another task
• Humans can handle multiple secondary channels at one
time, and are usually alerted to traffic by some form of alert
or call-to-action.
• Can be disruptive if channels are ‘noisy’
• Can be ignored when user is otherwise engaged
• Examples (in order of ‘richness/quality’):
– Conventional SMS (180 characters)
– Instant messaging – IRC, Skype, MSN
– OTT SMS (iMessage, WhatsApp)
25
Multiple concurrent streams
Secondary Communication Channels
- 27. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
• I want to MINIMISE the
size of my mobile bill
• I want to use ANY radio
network
• I want to be able to tie
together multiple services
from different operators
Network access methods
A Difference of Opinion
- 28. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
• I want to MAXIMISE the
ARPU of my customers
• I want customers to make
maximum use of OUR
radio network
• I want customers to ONLY
use our mobile network
(and our roaming partners)
The MNO Perspective
A Difference of Opinion
- 29. © 2013 Truphone Limited. All Rights Reserved.June 10, 2014
• One User
• One Service
• Multiple Communications Layers
– 2G/3G Cellular Mobile
– OTT VoIP/SMSoIP
– WebRTC
– Other operator endpoints
– SATCOM services
• Iridium/Inmarsat
29
A Multi-Layered Model
The Truphone Persective
- 32. James Body
Head of R&D
UK: +44 74088 49622
US: +1
AU: +61
NL: +31
HK: +852
DE: +49
PL: +48
ES: +34
james.body@truphone.com