Mavenir: Monetizing RCS through Innovation on Cloud Native Network
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A Rich Communication Services (RCS) market overview, how RCS is adding value to mobile networks, and the RCS evolution. Presentation from Rakuten Showcase at Mobile World Congress 2019.
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Mavenir: Monetizing RCS through Innovation on Cloud Native Network
- 1. Copyright Mavenir 2019 mavenir.com Monetizing RCS through Innovation on Cloud Native Network Bejoy Pankajakshan – EVP, Chief Strategy Officer
- 2. The Industry’s only 100% Software, End-to-End MNO Infrastructure Vendor; Changing MNO Economics Through Innovation Company Overview Leading provider of mission-critical network infrastructure software to MNOs, offering fully-virtualized, 5G-ready solutions across the mobile network infrastructure stack HQ in Richardson, TX | ~2,300 FTEs | 500+ patents Global presence with more than 250 MNO customers across 140+ countries and six continents 250+ Global MNO Customers Across 140+ Countries 17of Top 20 Global Tier 1 MNOs >3B Mobile Subscribers on Mavenir Platform 97% of customers have an 8+ year relationship 175M+ subscribers live on NFV deployments (Year End 2018) ACCESS Software-Defined Foundational Elements for 5G Networks CORE Data, Voice, Messaging and Video ADVANCED SERVICES Network Protection, Customer Monetization and Enterprise Solutions Mavenir Overview Customer Overview Copyright Mavenir 2019 2
- 3. Mavenir Messaging Leadership 140 Messaging Customers 60%+ SMS Market Share First RCS Services Launched 2012 Copyright Mavenir 2019 3 4T Delivered Annually Messages 13 Active RCS Deployments 34%+ RCS Market Share 244B Delivered Annually Messages
- 4. Copyright Mavenir 2019 RCS – Market View 4
- 5. What is RCS? Already Here! Seamless Evolution Rich Communication Services (RCS) Overview • Standardized Evolution of SMS • Full Multimedia Capabilities • Carrier-grade, built into device • Cross networks, cross devices with RCS Universal Profile • Fallback to MMS/SMS • Designed with businesses and brands in mind 167M MAU 3Q2018(1) 1.2bn RCS Subs by 2020(2) 62 Operators(1) 45 Countries(1) Android Messages (Built into Android8.0) Samsung Messages (All new Samsung Phones) Built into Android devices released in 2018 • It’s similar to the transition from Black&White to Color TV1 • Today’s 4B SMS users will be seamlessly converted to RCS over time 1Dr. Petja Heimbach – VP Communications Products – Deutsche Telekom 1 Source: GSMA 2 Source: MobileSquared SMS RCS167 M 4 Bn 2018 2019 2020 2021 2022 Copyright Mavenir 2019 5
- 6. 7x uplift in click-through rate for external campaigns* 13x uplift in click-through rate for internal campaigns* 8x uplift in activation rates* RCS Outperforming Already Proven SMS * Compared to SMS 10x uplift in click-through rate when image is added to A2P message* +68% in the number of unique users engaged* • 90+% open rate • 25-45% response rate • 95% read under 3 min SMS is Valuable Marketing Tool Copyright Mavenir 2019 6
- 7. RCS as the IM engine in Unified Communications Most UCC providers have a messaging walled garden Text-Enablement of Fixed Lines!* Evolved from wireline world where messaging doesn’t exist and had to build proprietary closed systems. Communication is not possible with: • users on other provider’s UCC system • users on other enterprise in the same UCC cloud system • users on regular mobile phones SMS Mavenir’s Mobile Enterprise Communications leverages RCS for IM • Full multimedia experience with other enterprise users as well as any RCS enabled mobile user • Fallback to MMS/SMS for universal reach to any mobile user in the world • Optional integration with MaaP for chatbots, natural language processing, artificial intelligence, etc. SMS MMS RCS Restaurant Fixed # 1-786-7463 EVOLVE *requires portability of fixed line number Appetizers Main Course Sides Desserts Choose from a delicious variety of appetizers, main courses and sides or indulge with a sweet treat. ChatBot Your reservation is confirmed for 4 people at 8pm Thanks 7Copyright Mavenir 2019
- 8. Copyright Mavenir 2019 RCS adding Value to Rakuten Mobile Network 8
- 9. Customer Experience Driven Cloud Native Rich Communications - Solution Objective Copyright Mavenir 2019 9 Rich Communication Services Voice & Video Rapid Service Delivery Rich Messaging Multi-Party Communication Cloud Native Architecture Network Automation Micro-Services Fully Virtualized Open Network Web-Scale Common Service Orchestration Analytics Common VNF Manager Centralized State Storage Collaboration Business Messaging Enriched User Experience
- 10. Rich Communications - Today’s Network Architecture 10 Home Access Network RCS OTT UAG (Universal Access Gateway) International Roaming Network RCS Core Domestic Roaming Access Network Rakuten RCS Services Rich Communication Solution End-to-End NFV MANO, OSS, BSS Rakuten ID for Login, All communications use Native Phone number RCS OTT Rakuten RCS OTT Rakuten Other, IMS CS, PSTN N/W Copyright Mavenir 2019
- 11. Business Benefits for Rakuten MNO Copyright Mavenir 2019 11 Voice & Video Cost Reduction QCI1 based QoS (Quality of Service) for Voice & Video communication on RCS OTT Application Call Out and In Supplementary Services Reduced Roaming Charges when roaming Domestic or International. GSMA UP1.0, 2.0 Compliance - Enables Global interoperability Capability to Fallback to SMS & MMS Standards Based w/OTT extensions Cloud Native Network Functions, Fully Integrated into Rakuten’s Automation Platform
- 12. What differentiates the RCS Application from other OTT? 12 Internet Apps OTT Voice/ Messaging RCS PCRF Packet Core RAN Shared Best-Effort Bearer Dedicated QoS-Assured Bearer QoS for OTT RCS Communication Dedicated QoS bearer (QCI1) established for RCS Media Traffic over Internet PDN Copyright Mavenir 2019
- 13. RCS App Differentiators..Contd 13 Voice over LTE Data Voice over WiFi Seamless Session Handover between access networks RCS OTT Voice Call Continuity RCS Network RCS OTT Reduced Roaming Charges for RCS Communication International Roaming Network Domestic Roaming Access Network Home Access Network Internet Copyright Mavenir 2019
- 14. Rakuten RCS Consumer Experience 14 RCS Voice and Messaging • Compliance to GSMA’s Universal Profile (UP) 1.0, 2.0 • HD Voice/Video Call with Quality of Service • End to End Encryption based on TLS/Secure Media • Presence based Social Status • Supplementary Service support • Call Waiting • Call Hold • Multi-Party Voice/Video Conference Calling • SMS/MMS Fallback for Global Interoperability with non-RCS recipients • Fully Virtualized Cloud Native Architecture, with support for Network Automation Copyright Mavenir 2019
- 15. Rakuten Integration - RakutenID & SSO 15 Rakuten Backend Integration RCS Integration with Rakuten Ecosystem with the use of common Rakuten ID for Login & Authentication Integration with Rakuten App Engine for Oauth based Authentication and SSO Integration with Rakuten BSS for RCS App Onboarding and Service Configuration RCS OTT RCS OTT RakutenNon-Rakuten RCS Core RCS Device Configuration Rakuten App Engine (RAE) oAuth Token Validation Interface RCS Application Onboarding RCS App Configuration Service Configuration Reuse existing Rakuten ID for login Rakuten BSS Copyright Mavenir 2019
- 16. RCS App delivers Global Interoperability across networks and devices 16 RCS Network RCS OTT RCS OTT Operator 1 Operator 2 RCS Service Interconnection SMS/MMS FallbackGSMA* UP1.0 UP2.0 *The GSMA Universal Profile for Advanced Messaging The GSMA’s Universal Profile (UP) provides an open, consistent and global messaging service across networks and devices. It simplifies interoperability and enables OEMs and OS providers to achieve scale and give consumers a richer and more consistent messaging experience regardless of device or network. UP is currently backed by over 70 leading operators, vendors and OS providers worldwide. RCS Interoperability UP 1.0 profile compliance enables interoperability with Android Messages and other OEMs compliant with UP 1.0. Supports capability to fallback to SMS/MMS if the recipient is not RCS capable. UP 2.0 compliance adds ecommerce capability i.e. Application-to-Person RCS Business messaging and RCS- capable chatbots. SMS MMS Copyright Mavenir 2019
- 17. RCS Network Functions alignment with Web-Scale Principles 17 RCS Network Functions integrated with Cisco Common NFV Infrastructure Management OSS/BSS NFVI Hypervisor /Virtualization Layer Compute Storage Networking VIM ESC/VNFM NSO/NFVO RCS Network Functions CNF/VNF CNF/VNF CNF/VNF Micro Services Stateless (All Active N+M) RCS Network Function Characteristics Service Registry & Discovery Auto-Configuration Services Based Interface Open APIs Cloud-Native Protocols Copyright Mavenir 2019
- 18. Copyright Mavenir 2019 Evolution of RCS Communication Services 18
- 19. RCS Enabled Smart Home Copyright Mavenir 2019 19 Smart Home Chat Bots Smart Lighting with Native text recognition RCS Enabled Smart TVs Remote pool controls using native RCS. RCS enabled home hubs with embedded chat bot.
- 20. Rakuten RCS Enterprise Experience Dashboard Audio and Video Conferencing Online Meetings Screen Sharing Copyright Mavenir 2019 20
- 21. RCS Evolution: Business Messaging Services Copyright Mavenir 2019 21 Seamless Link for consumers with Rakuten e-commerce and major brands
- 22. Unified Communications Experience Copyright Mavenir 2019 22 Rich Messaging Multi-Party Voice Call Contact Card Visual Voicemail Video Conferencing
- 23. Mobile Rich Unified Communications Copyright Mavenir 2019 23 Extend Services beyond your mobile Multiple personas on one device simultaneously Shared line with on devices with Business features Extend new BYOD service with UCC Client
- 24. Copyright Mavenir 2019 mavenir.com Thank You
Notas del editor
- This slide is extremely important as it summarizes the main messages and it is requested to be used as the top slide for any customer presentation in order to remind our positioning and so on. The slide could also be sued in order to position with one slide only discussion with customers. The main message is in the sub-title, where it is highlighted the nature of Mavenir as 100% Software company and end-to-end offering to Mobile Operators. The second message is about the mission to change the Mobile Network Operator (MNO) economic Model through Technology Innovation The slide includes several sections from top left down and then towards right: 1) Main facts of Mavenir as a company including headquarters, number of employees and patents and serving customers 2) 3 main blocks of the end to end offering 3) Quotes from the market in terms of the innovation and challenges to the incumbent telco suppliers by Mavenir 4) List of all the main logos and most important operators including Global account 5) Some quick facts and statistics of customers, subscribers supported and traffic carried on Mavenir solutions. Particularly important is the last figure with 175+M subscribers live expected by the end of 2018 on Mavenir NFV2.0, which means on Virtualized Environment with Openstack or similar, Life Cycle management and Orchestration (versus NFV1.0 which represent basic vertical Virtualisation with no automation and very limited lifecycle management
- Mavenir is the global leader in mobile messaging solutions. We serve 250 MNO customers globally and 3 billion messaging subscribers. We have 60% of the global SMS market share and 34% of RCS where we have 13 active RCS deployment and 500 million activated RCS subscriber licenses. [Please note that this number is different from the 167mn monthly active users number that GSMA provides, those are users actively using RCS each month, whereas our number means subscribers that have been provisioned in the MNO network to use RCS, but not all of them will have an RCS enabled terminal yet]
- Promotional and transactional traffic using SMS is limited by the 160 characters and the text only nature of the medium. That is what RCS is trying to overcome. RCS is the standardized evolution SMS with full multimedia capabilities to integrate pictures, sound, and video. It is also the carrier grade solution that is built into the device and provided by the MNO guaranteeing it works across networks and across devices by adhering to the RCS universal profile. It also includes mechanisms to fall back to MMS or SMS if needed. And it has been designed with both businesses and brands in mind. RCS is not the promise, it’s already here. What’s up today there is already 167 million monthly active users and the number is expected to grow to 1.2 billion by 2020. It has been deployed by 62 operators in 45 countries and it’s built into Android devices released in 2018. Android Messages is the default application for Android 8.0 and it handles both SMS as well as RCS. And Samsung is deploying the Samsung Messages application in all their new Samsung smart phones. RCS is presented as seamless evolution from SMS. The vice president of communication products at Deutsche Telekom compares RCS to the transition from black-and-white to color television. The expectation is that today’s 4 billion SMS subscribers would be converted seamlessly to RCS over time.
- During the Mobile World Congress Americas held in Los Angeles in September of 2018, several brands presented the results of their early RCS based campaigns. For example, Vodafone, who has launched RBM commercially in 3 countries, saw a significant uplift on click-through for both internal and external campaigns, as well as on activation rates for their own marketing campaigns. Subway did A/B testing over SMS and RCS and found that RCS had a 10x uplift on click-through rates using the same message and just attaching an image. And UnoTV increased the number of unique users engaged. This is just focusing on A2P. P2A is in its infancy, with some operators such as AT&T enabling chatbot discovery within the messages app in select devices with key brands (Samsung).
- Let’s look at the example of Business Unified Communications. If we look at today’s unified communication solutions, most providers have instant messaging included into their solutions, but they evolved from the wireline world, where messaging doesn’t exist. As a result, vendors had to build proprietary technology and created walled gardens, closed systems where communication is only possible with people within the same UCC system, and most of the times, within the same tenant of the UCC system. Federating those different walled gardens usually requires configuration per enterprise, which hinders the ability to provide a global messaging network. When we built our UCC solution at Mavenir, because of our mobile nature, we didn’t think twice. RCS was the right enabler to bring instant messaging into our solution. It had all the multimedia features that we required and completely eliminated the problem of delivering universal reach. The UCC application server has an RCS messaging system built in and can be connected to a Mobile Network Operator core to exchange messages with other mobile subscribers that are not part of the enterprise group, even if they do not support RCS because the MNO can perform fallback to SMS/MMS from the RCS system, without the need to implement that logic within the UCC system itself. And using RCS allows us to enrich the UCC use case by leveraging other MaaP capabilities, such as chatbots, natural language processing, artificial intelligence. One of the fastest models is that it is now possible to quickly enable text messaging on a landline number and deliver those messages to the UCC client, or even insert a chatbot on the business landline number that provides escalation to a human when needed, directly on the UCC client, without having to deploy a costly contact center solution. This opens up the door for MNOs to offer functionality to small and medium businesses and obtain revenue from a market that they couldn’t target before.
- Business tools with a consumer experience: Mobile user experience so it is intuitive to the end user Download app Sign in Click, swipe & type (no star codes) All services from a single UI Look up contacts Call Message someone Start a group chat Video conference Schedule meetings