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WebRTC - On Standards, Identity and Telco Strategy

WebRTC is dramatically changing the face of communications by making real-time voice and video just another feature available on websites and mobile applications.

This presents a tremendous opportunity for telcos... not by monetizing WebRTC directly but by *using* WebRTC to deliver new compelling products to their subscribers and enterprise customers.

This presentation offers a brief overview of WebRTC, the various identity models and some suggestions on go-to-market strategy.

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WebRTC - On Standards, Identity and Telco Strategy

  1. 1. On Standards, Identity and Telco Strategy
  2. 2. CTO, Voxeo LabsSoftware Developer for 15 years10 Years Designing Telco
  3. 3. Headquartered in Menlo Park, CaliforniaCreators of Tropo.comWe bridge the gap between Telco and WebEditors of the WebRTC Specification
  4. 4. WebRTC is a new API for embedding real-timecommunications into web sites and browser-based applications Voice, Video and even Screen Sharing become standard capabilities of the modern web browser
  5. 5. Generous Donation of Codecs and Media Framework
  6. 6. API or VoIP 2.0?WebRTC is more than an API...It’s a simplified profile for real-time communications on the WebExpect a wave of ‘WebRTC-compatible’ devices and non-browser platformsMobile, desktop embedded systems will soon begin shipping with compatiblestacks, thereby increasing the already staggering number of RTC-ready platformsand devices.
  7. 7. Impact of WebRTC✓ ‘Calling’ becomes a common feature within social networks and business applications like Facebook, LinkedIn, and✓ Company websites become the contact center (i.e. real click to call)✓ Tons of new collaboration and ‘virtual meeting’ sites will give products like GoToMeeting and WebEx a run for their money.✓ Mobile games makers will further incorporate live video and real-time image processing to provide immersive augmented-reality experiences✓ Home surveillance and remote monitoring are more convenient and affordable as sensors, video codecs and network stacks become commoditized✓ Expect terms like ‘life streaming’ and ‘crowd vision’ to enter the our lives
  8. 8. Standards Track
  9. 9. WebRTC RTCWebJavaScript Bindings RTP/SRTP<video> <audio> SDPGetUserMedia ICE/TURNPeerConnection API CodecsDataChannel API DTLS
  10. 10. Video. Let the games begin.
  11. 11. ROAP vs JSEPROAP was the initial attempt at providing an offer/answer model forWebRTC. After some experimentation the working groupconcluded that ROAP put too much state in the browser making itdifficult, and in some cases impossible, to implement a variety ofadvanced use cases and failover models.JSEP was introduced in Feb‘2012 to address these shortcomingsand is now the standard model for setting up PeerConnectionsA great retrospective can be found in the JSEP proposal:
  12. 12. APIs + Protocols
  13. 13. getUserMedia()
  14. 14. MediaConstraintgetUserMedia() getUserMedia()
  15. 15. PeerConnection MediaConstraintgetUserMedia() getUserMedia()
  16. 16. Putting it all together...Caller creates new PeerConnection• Invokes getUserMedia()• Adds Stream to PeerConnection• Sends stream ‘description’ to remote partyCallee received description and invokes createAnswer()• Sends his own description to callerCaller uses remote description to complete the connection
  17. 17. DemosGetUserMedia Sharing Recognition
  18. 18. WebRTC Signaling
  19. 19. Signaling?!? I thought WebRTC was P2P!This is a common misunderstandingWebRTC enables peer-to-peer media but the connectionmust still be setup via some form of signaling.Typical signaling involves the help of a web server withenough context to route session descriptions to eachparticipating browser or network.
  20. 20. WebRTC Signaling Triangle Web Thingy 1 2 4 3 5 Bob Alice
  21. 21. So what’s the protocol?It’s whatever you want :-)WebRTC does not specify a signaling protocolThe reasons are simple:• WebRTC is a media technology (i.e. not just for calls)• SIP is flexible but way too complicated• Many sites like Facebook already do signaling
  22. 22. Facebook Signaling Bob likes your status “Finally!”Bob Alice
  23. 23. Facebook SignalingCall Alice Bob is Calling...Bob Alice
  24. 24. Picking a Web-signaling protocol Web signaling introduces new challenges not generally addressed by traditional signaling protocols Some dimensions to consider when shopping for a WebRTC stack: ✓ Single Sign-on ✓ Connection Resume ✓ Multi-endpoint Registration ✓ Mobile Notifications / App ‘Background’ Support ✓ Chattiness / Battery Life
  25. 25. Identity + Addressing
  26. 26. Anonymous Identity Web Identity Telco Identity
  27. 27. Web Ordering. Sponsored Calls. Dominos Pizza Google S O Call Now IN M O )D 00 (8
  28. 28. URLs = Conference Rooms Google Google
  29. 29. Anonymous Identity Web Identity Telco Identity
  30. 30. Social Network Social Network Google Google Bob Alice San Francisco New York
  31. 31. Web Identity = Web Context GoogleJorge Rodriguez Acct #772635Please describe the accident: “Hello Mr. Rodriguez, I see you Call Now Call Now got into a fender bender... “Need help? Click to speak with an agent. Call Now
  32. 32. Anonymous Identity Web Identity Telco Identity
  33. 33. Telco Identity = Web Reach
  34. 34. Web Partners = Subscriber Value Google Robert Scoble Answer Ignore* AT&T logo used as a placeholder for demonstration purposes
  35. 35. Frameworks + Gateways
  36. 36. Google WebRTC Client SDK WebRTC Gateway SBG Mobile GWHSS CSCF
  37. 37. WebRTC FrameworksThe lack of signaling coupled with incompatibilities betweenWebRTC implementations has created a need for libraries andframeworks to accelerate development and lower the barrier ofentry for new applications.Just as jQuery normalized HTML rendering and event modelsbetween browsers, this new wave of WebRTC frameworks willprovide longevity and backwards compatibility for developers;allowing them to focus on features and creating value for theirusers.
  38. 38. WebRTC Frameworks Open Source Commercial http://js.att.io http://zingaya.com
  39. 39. WebRTC GatewaysWebRTC Gateways are server-side nodes that bridge Web clients into an existingnetwork (e.g. Telco or Enterprise)WebRTC Gateways will often perform basic protocol conversion and mediaadaptation to ensure that both side can communicate without modification (e.g.converting from SRTP to RTP)However, not all gateways are created equal. Simply delivering SIP to the browserand performing basic media conversion does not make for a quality user ordeveloper experience (especially on mobile).Be sure to find a vendor with equal Web and Telco experience.
  40. 40. Gateway Evaluation CriteriaWhat is the signaling protocol? How well does it work on mobile connections and what isthe impact on battery life?Does it was with both IMS and legacy MSC/CS network?What identity models are supported? Telco only? Is that OK?What codecs are supported? Opus to the endpoints is key for a quality experience.What happens when users close their browser tab? How long does it take the network torealize it’s gone?How are users authenticated? Do they have to log in twice? How are credentials treated inthe browser? Are DTLS certificates used to verify identity?What about mobile? How are incoming calls signaled when the app or browser is in thebackground?And most importantly: how quick can my vendor apply fixes and updates? WebRTC is stillevolving but the telco industry can’t afford to sit and wait. Gateway vendors must be able toadapt quickly to web browser changes, regressions and incompatibilities.
  41. 41. Telco Landscape
  42. 42. Today - Innovation on Devices Carrier Your Carrier Network Developers Consumers © Voxeo Corporation | CONFIDENTIAL © Voxeo Corporation42
  43. 43. Today - OTT Players Your Network Infrastructure © Voxeo Corporation | CONFIDENTIAL © Voxeo Corporation43
  44. 44. CaaS - Communications as a Service Apps APIs Your Network! WebRTC Services Developers Subscribers © Voxeo Corporation | CONFIDENTIAL © Voxeo Corporation44
  45. 45. Telco API Strategies
  46. 46. Strategy #1 - Network Exposure Developers $ Location Payment Voice Messaging APIs HSS S-CSCF I-CSCF P-CSCF Network © Voxeo Corporation46
  47. 47. Use Cases: User Calls App Conference Line Conferencing Contact Center Surveys + Voting Self-Service Voice Search Info Lookup © Voxeo Corporation13
  48. 48. Use Cases: App Calls User Appointment Reminder Appointment Reminder Click-to-Call Voice Broadcast Emergency Response Conditional Dial Security Verification © Voxeo Corporation14
  49. 49. Strategy #1 - Network Exposure This is the most common API approach being taken by carriers The idea is simple: open the network and charge for transactions and usage. The main targets for this model are: • 3rd Party Developers - Long Tail and Enterprise Customers • 2nd Party Developers - Cloud Partners and System Integrators • 1st Party Developer - Internal Teams use APIs to launch services The challenge with this approach is that the focus is on the network instead of users Networks are becoming commoditized. Aligning a strategy around the network does not create incremental value for end users.
  50. 50. Strategy #2 - User Centric
  51. 51. Strategy #2 - User Centric Rather that build a platform around the network, start with amazing services and then build a platform / developer ecosystem around your users Model repeatedly proven by Internet companies • Facebook was a website before it was a platform • LinkedIn was a website before it was a platform • Apple set out to build the world’s coolest phone before even considering an App Store Happy users attract developers. Developers and apps attract more users.
  52. 52. User-Centric Network Effect Users are the operator’s most valuable asset Users represent data and potential customers for developers In other words... users attract developers Ameche enables developers to enhance the mobile experience thereby creating value Value comes in the form of user satisfaction, new users and new revenue Happy users produce more users; which attracts more developers The cycle creates a positive network effect Developer Developer Portal Operator CMO Network Apps Catalog Subscriber Users Attract Developers * AT&T logo used as a placeholder for demonstration purposes
  53. 53. CRM Integration The Problem The Solution - Integrated Call Logging Sales people forget to log their calls in their CRM When a sales person receives a call, this triggers a look-up using the called number and (e.g. resulting in incomplete preferred CRM package. If the number matches one of the clients’ phone numbers, this analytics and missed business opportunities. creates a further trigger to display the calling client’s information. In addition, all communications with clients are recorded and uploaded in real-time to or the preferred CRM package. Retail Price - $5-7 per user/month © Voxeo Corporation8
  54. 54. In-Call Assistant The Problem The Solution - Voice Activated In-Call Assistant Taking notes while driving is dangerous. What if Through the power of your voice: record calls, take notes that upload to Evernote, listen you could activate an in-call assistant to take and send email / SMS / IM / Tweet / to do list / blog posts, receive whisper meeting alerts notes, transcribe the call to text and send you an during calls that only you hear, add people to calls, divert calls to other devices, check your email or MMS message when you hang up? calendar to add or change appointments, and lots more… Retail Price - $1-3 per user/month [CHIME] “This call is being “Record this call” recorded...” “Recording sent” © Voxeo Corporation8
  55. 55. Social Weaving The Opportunity The Solution - Social Call Activity. Social Caller ID. Social Networking sites like Facebook and With Ameche, operators can weave real-time voice and text conversations into social LinkedIn have changed the way people streams. For example, a service can be created that logs call activity and SMS messages to communicate. the user’s Rather than fight this movement, operators have public or private activity feed on Facebook, allowing then to see all their conversations in an opportunity to integrate the mobile one place. Called you mom on her birthday? You get a ‘good daughter’ badge :-) experience with these services to create brand continuity and stickiness with consumers. Another service could trigger a real-time call Social Caller ID window on LinkedIn with the caller’s profiles and latest activity steam. Ameche makes these types of real-time interaction very simple for operators to deploy using public APIs. © Voxeo Corporation8
  56. 56. Thank You!

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WebRTC is dramatically changing the face of communications by making real-time voice and video just another feature available on websites and mobile applications. This presents a tremendous opportunity for telcos... not by monetizing WebRTC directly but by *using* WebRTC to deliver new compelling products to their subscribers and enterprise customers. This presentation offers a brief overview of WebRTC, the various identity models and some suggestions on go-to-market strategy.


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