IMS Service Innovation

© 2006 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice

IMSServiceInnovationClaude FlorinMultimedia Marketing ManagerHP OpenCall Business Unit

3 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

IMS service innovation• 3G/IMS opportunities

− 3G adoption trends− Users and services

• 3G/IMS video services − Experiences in Europe− 3G video service portfolio

• Innovation approaches− Business strategy− HP OpenCall IMS services


Surfing on wavesCommunities and multimedia

1980s 1990s 2000s 2010s


Surfing on wavesMobile broadband technologies

WLAN/ WBA / broadcast

(2006 : 200M sub

s.)

3G mobile (2006 : 1

00M subs.)

time

DataRates(Mb/s) 100

10

5

2

0.5

WLAN

GPRS

EV-DO Rev 0

EV-DO Rev A

WCDMA

Rel 5HSDPA

OFDMFLO

WCDMAMBMS

HSxPA

Mobile IP network

WiBROWiMAX

DMB

DVBHEV-DO Rev B

Rel 6HSUPA

2003 2004 2005 2006 2007 2008 2009 2010

SQCIF 5 f/s48 kb/s

QCIF 5 f/s128 kb/s

CIF 15 f/s800 kb/s

VideoQuality


Surfing on wavesAmericas mobile video starting

0

5

10

15

20

2004 2005 2006

Extremely interested Very interested

US consumers interest in mobile video The rise of communities

Source : In-Stat July 2006

0

20

40

60

80

100

2005/12 2006/02 2006/09

on-li

ne a

cces

ses

Video uploads (thousands) Video streams (millions)

Subscribers (millions)

Source : Nielsen Netrating, YouTube, Hitwise


Surfing on waves :Asia’s WCDMA connections

WCDMA connections(millions)

10

20

30

40

50

0

60

70

Q1

1 1 25

914

2028

3645

54

64

74

Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q32004 2005 2006 2007 2008 2009 2010

• Japan

77

33

• Rest of Asia


Surfing on wavesEMEA WCDMA growth follows Asia

Estonia- EMT

Lithuania- Omnitel

Switzerland- Swisscom

Western Europe network additions 3G WCDMA HSDPA roll-out

Source: Ovum 2006

0

5

10

15

20

25

30

Q104

Q204

Q304

Q404

Q105

Q205

Q305

Q405

Q106

netw

ork

add

ition

s

EMEA 2G EMEA 3G

A day in the life in 2010…


Nick Mark Isabelle

Meet our 3 friends


Meet Nick : he likes discovering new music


Meet Mark : he’s a football fan

Share video


Meet Mark : he also likes new technology

Share videoTech and miles


Isabelle : she is always connected to her friends


Today…

Our three friends are looking for a place to organize a college reunion party


Nick spots an interesting restaurant, and decides to suggest it as the reunion venue


He pops in and takes a photo of the place


He sends the picture to Mark and Isabelle


He receives the picture from Nick


He replies with an instant message, asking for more info


Nick decides to get his friends on a call


Nick: “I’m telling you, it’s perfect. Let me show you around.”

Share video

(embedded

video)


She sees Nick’s photo, Mark’s IM, their call and the video in one conversation

3G Service portfolio strategy


3G video service portfolio4 types of user experiences

Personal messages

Call completion Blogging & messaging

Contact Center Advertising

Content discoveryMusic video

Karaoke Sport

CommunitiesConference

& monitoringContentsharing

Branding


3G video service deploymentTurning user personalized experience into revenue

User blogson portal

Videoon portal

Select newportal skin

Video sharecall

Book tickets

concertbooking

Invitefriends

Reviews Locationservice Group

list

Impulse buy

Promotion

Generatecalls, MMS

PersonalizedPortal

UserContent

Video notifications

Locationservice

3G Video services


Personal video strategiesFacilitate user content generation

It’s the next step; direct video blogging from your 3G mobile. It'sabout you - capturing the moment instantly and sharing it with friends, wherever they are.

1. Setup your 3Gvidcast account 2. Videocall3. Record your blog 4. Review and post your blog

Source: www.3Gvidcast.com


“Mobile phones are cheaper than PCs, there are three times more of them. Mobile is going to be the next big internet phenomenon”Eric SchmidtCEO of Google


Video content strategiesEngaging fans with user generated content

• Fans comment matches on the web and on TV.• Up to 300 video calls / hour


Video content strategiesEngaging TV with user generated content

Source : BBC Sports, 2006


“The response is immediate: tell people about it, ask good questions. People like to be on TV”Chris Yanda, executive producer, BBC


Video content strategiesEngaging fans with music, ringtones, competitions

• Universal Island - Sugababes−Phase 1, September 2005

• Promotion microsite• Focused on singles and album• POC on medium for Island Records

−Phase 2 November 2006• New album & ringtone downloads• Competition & user generated content


Video marketing strategiesOutbound, inbound campaigns

http://www.collab.pt/index.html


Video marketing strategiesMobile advertising for consumer brands

• Short dial : "MYHP“ 6947

• SMS & e-mails push• Web page promotion• 7% response rate


“Imagine the brand power as consumers can view a film trailer, or catch their first glimpse of a new car zooming down the road – all in the palm of their hands”Damian Blackden, CEOUniversal McCann

3G Video business models


3G service evolution Mobile service adoption and revenue projections

Sources: Jupiter, EMEA service migration, 2006

2005

2011

0% 20% 40% 60% 80%

Earlyadopters

Critical Mass

Massmarket

SMS

SMS

MM

S

MMS

emai

l

Vide

o

2 B€ 5 B€ 15 B€

ringto

nes

IM

emai

l

Vide

o

ringto

nes

IM


Video launch strategy Utility pricing during adoption

Util

ity /

pric

e

Penetration1% 5% 10% 15% 20% 30% 50%

PricePromotionPerceived utilityActual utility

High expectations

Rapid disapointment

Attritionrisk

http://www.omtp.org/index.html


Video growth strategy Exploiting the long tail content distribution

20%•Portal content (films, sport, soap, music)•Personal and group calls•Hosted user generated content (clubs, enterprises)•Advertising

10% of revenues

• Group user generated content (blogs, messages)•Friends and family content (photos, videos)

70% of revenue

• Voice, SMS, MMS bundle

Rev

enue

s

1-10 11-100 101-1000 Services


3G video business model Mobile advertising still in its infancy

Sources : Television advertising bureau, National Newspaper association, Internet advertising bureau, Electronic software association, Yankee Group, Alcatel 2005

0

10

20

30

40

50

60

70

80

TV Newspaper Radio Internet Games Mobile0

60

120

180

240

Advertising ($B) Viewing time (min)

3G technology and service enablers


blogging, portal, callcompletion, messaging,conferencing

OpenCall 3G/IMS services Interactive video services

Service Creation

Video streaming

VxOneservice creation

OC mediaplatform

Video conference

IMS and network enablers


OpenCall 3G/IMS services Service creation for web and TV production

WEB design tools

Video call flow editor

OCMP service management


Instant Communicationclient

OpenCall 3G/IMS services Instant communication services

Applicationlauncher

Group management

Instantmessaging

server

Video conference

OC XDMS Server

OC IC application server

OC mediaplatform

Audio conference PresenceContent

Management

IMS and network enablers


3G/IMS service innovation processBlue Ocean strategy• “Create and capture new

demand”engage communities

• “Create uncontested market space“

create complete multimedia user experience portfolio

• “Make the competition irrelevant”

cooperative business model with partners

• “Align the whole system of a company in the pursuit of differentiation and low cost”

flexible content creation and delivery infrastructure

Thank you!

IMS Service Innovation

Business

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