Rich Communications Highlights

Time to change the plan

Structure

• Overall Impressions and RCS Situation Analysis

o The Generals need to change the plan

o Orange Libon shows the way

o We must promote cool stuff

o There’s a $100B hole we need to fill

• Orange Libon Case Study

• Fraunhofer Fokus on RCS APIs

• Paris to Berlin joyn hackathon

2

© 2010 Alan Quayle Business and Service Development

Its time for the generals to change the RCS strategy

Simply hoping ‘when RCS is everywhere that people will use it’ is not a strategy its wishful thinking – Apple needs to see the value in RCS.

RCS Strategy

It will all be

OK when RCS is everywhere.

RCS Go To

Market

It will all be OK when RCS is everywhere.

RCS lacks a go to market plan – still technology / standards led Treated as an inflexible plan – ‘it will be this way!’

Current RCS

Strategy

Telco Exec

Careers

The ‘believe don’t think’ approach is simply because some exec’s have tied their careers to a fixed RCS plan – the plan needs to change

Orange Libon shows us the way – they where the only ones to talk about real customer results

The industry is not promoting the cool stuff, as requested in the TAD Manifesto, for the joyn hackathon Solaiemes was the underlying

technology, that should be promoted!!!!!

Analysys Mason Prediction on Voice Usage

Telco voice usage will remain significant (74% of usage by 2018). New comms services will be essential to maintain revenue given price pressure and data revenues not offsetting declines.

Analysys Mason Prediction on Messaging and ARPU

Telco messaging will become niche, anticipate rapid revenue decline as SMS moves to data. Analysys Mason is predicting a >25% ARPU decline by 2018.

Industry needs to find >$100B in new revenues within 5 years.

RCS and an IP Client – fast, innovative and interoperable (plus gets around the silly roaming in RCS)

IP Client is key – innovate! Do not rely on the tired old network groups to deliver a tired old and increasingly irrelevant service

People will use telco’s innovative services!

This was the ONLY preso that showed numbers on customer impact!!!!!

Bypass legacy roaming which simply drives every more customers to other service providers

Nikas made a great point of NOT using RCS to complete with other service providers

Bring together VoLTE, RCS, and WebRTC to embed communications everywhere

RCS API strategy is KEY

The OMA joyn API is just not modern and well written – Need an open call to real communication API experts like Tropo, Twilio, etc. to create

a modern well-written RCS API.