Mobile UCaaS Unified Comms as a Service - Disruptive Analysis Oct 2013
-
Upload
dean-bubley -
Category
Business
-
view
1.055 -
download
0
description
Transcript of Mobile UCaaS Unified Comms as a Service - Disruptive Analysis Oct 2013
UCaaS: Mobility & the Future of Comms
Dean Bubley, Disruptive Analysis
Singapore, Oct 23rd 2013
[email protected] @disruptivedean
About Disruptive Analysis
London-based analyst house & strategic consulting firm Cross-silo, contrarian, visionary, independent Advisor to telcos, vendors, regulators & investors Covering VoIP since 1997 & 3G/4G mVoIP since 2007 Published report on “Telco-OTT Strategies”, Feb 2012 New report on WebRTC, Feb 2013 Workshops on Future of Voice & TelcoOTT
Twitter @disruptivedean Blog: disruptivewireless.blogspot.com
Copyright Disruptive Analysis Ltd 2013October 2013
Copyright Disruptive Analysis Ltd 2013
Neuroscience explains reluctance to change
Predictable irrationality
Endowment effect Optimism bias Confirmation bias Defence of belief systems
Oct 2013
Copyright Disruptive Analysis Ltd 2013
UC & MOBILITY
October 2013
Copyright Disruptive Analysis Ltd 2013
“Mobility” has many meanings & contexts
October 2013
Mobile Device Mobile Network / Calls “On the move”
Copyright Disruptive Analysis Ltd 2013
Historically, UC/comms & mobile = 2 worlds
October 2013
Comms as an “owned function”
Enterprise control & numberingCall control in PBX/UC systemOn premiseFixed/short numbering5-7 year cyclesLittle end-user choice
Telco
Comms as a “billed service”
Telco control & numberingCall control in telco networkManaged serviceMobile numbering1-2 year cyclesPersonal preferences hugeOnly limited technical
& commercial linkage in the past
Copyright Disruptive Analysis Ltd 2013
Two simultaneous challenges for IT/comms
October 2013
Classic enterprise
IT & comms systems
Cloud Mobility?
... and cost, security & better alignment with the business
Copyright Disruptive Analysis Ltd 2013
BYOD realities Becoming pervasive & inevitable 80%+ of employees use own devices/services for business... ... although a smaller % of companies have a formal BYOD policy BYOD typically driven by productivity, increased mobility & employee
harmony reasons, rather than cost-saving
October 2013
Source: Intel Survey Oct 2012, n=3000
BYOD prevalence (all business sizes), 2012
Copyright Disruptive Analysis Ltd 2013
BYOD is an acceleration of an old trend
October 2013 Copyright Disruptive Analysis Ltd 2013October 2013
Fax
PBX
Home phone
1993
IP-PBX
Company mobile
Company email
Personal email
Home b-band
2003
UC
Company mobile
Company Email & social
Personal mobile
Personal Email & social
2013Deskphones losing to mobile calls & email...... which are inherently more “consumerisable”
Potential reach of
own device
Retain share of employee comms; manage risk
Need to be realistic: employees have broad choice of comms Some choices made by clients / partners (eg LinkedIn, conferencing)
Companies need mindset of “competing for market share” Corporate policies & S/W for controlling most important risks Education & training of staff about risks Best-in-class tools & apps to capture & retain user “loyalty”
Pick the winnable fights Depends on industry & company
More important to have company service than device
Copyright Disruptive Analysis Ltd 2013October 2013
Copyright Disruptive Analysis Ltd 2013
BYOD risks & best-practice
Corporate-approved security software (needs to be cross-OS) Virtualisation / work & personal profiles and data stores Remote-wipe capability Liability for users’ personal data / privacy concerns Employee code-of-conduct Regulatory limits (vary by country / industry) Various issues around apps & containerisation approaches
Move to web-apps, browsers & HTML5 will add complexity Ongoing assessment of consumerisation trends / user
perspective; responsiveness to change
October 2013
Copyright Disruptive Analysis Ltd 2013
Not just BYOD.... countering the risk of BYOX
If corporate-run communications capabilities are not good enough, employees will start using their own web-based tools
Staff already choose their own phones, WiFi hotspots etc....
October 2013
Web-conferencing service
Informal contact centre
Messaging & enterprise social
Enterprises need both strong policies & capable in-house options to minimise risks of “self-outsourcing”
Copyright Disruptive Analysis Ltd 2013
“Communications” extends beyond mobile calls
Mobile calls
E2E/B2B/B2CSMS & IM &
EmailConferencing from mobile
Mobile collaboration &
productivity
October 2013
Video
Enterprise socialMobility ever more entwined with business process. Separation from UC/IT no longer realistic
Copyright Disruptive Analysis Ltd 2013
Earlier versions of mobile UC were weak
October 2013
3GVoIPo3G
trickyClunky UI / UX
030608
Numbering issues
Roaming
Unpredictable costs
Awkward WiFi experience
Platform / OS limitations
Provisioning / mgmt of apps hard
User unfamiliarity
?
Copyright Disruptive Analysis Ltd 2013
2013: Mobile UC & UCaaS vastly improved
October 2013
VoIPo4G OK + QoS
Design improved
Numbering best-practice
Tablet support
WiFi improved & common
Platform / OS capable
Better processes
Comms apps widely used
06 (+08)
MDM & BYOD
Copyright Disruptive Analysis Ltd 2013
Changing: Service provider attitudes
In the past, telcos (especially mobile): Too focused on SIMs & minutes Coupling of access + service Limited understanding of enterprise needs & solutions & vendors
Now, things are changing: Fixed/mobile hybrid offers More integration / solutions skill-sets Acceptance of 3rd-party access (WiFi, OTT etc) Willingness to work with key vendors Cloud, API & future potential roadmaps
UCaaS (+mobility) now entering mass market
October 2013
Copyright Disruptive Analysis Ltd 2013
Different UC options
Non-unified cloud & web comms
Premise-
based vendor
UC
SP-hosted vendor UC &
mobility
SP in-network IMS-based
October 2013
• Inexpensive• Cutting-edge• Secure?• Robust?• Mobility hard
• Capex+Opex• Feature set• Mobility?• Management• IT integration• Control• Separate
comms services• Hard to
provision
• Opex-centric• Mobile integrtn• Mobile VAS eg WiFi• Billing integration• Vendor ecosystem• Lower admin o/head• Easy updates• Managed security
• Opex-centric• Flexibility?• Features?• IT integration?• Slow evolution
Sweet spot for most enterprises
Copyright Disruptive Analysis Ltd 2013
THE FUTURE OF VOICE & COMMUNICATIONS
October 2013
Copyright Disruptive Analysis Ltd 2013
Intent....
October 2013
Why do people make phone calls*, anyway?
*or send messages, have conferences, use IM & presence
Voice ≠ Telephony
Historic communications Future voice apps & servicesVoice
Telephony
Voice & video
Telephony
Context, sense9Video
In-game chat, CEBP, surveillance, social
voice, telepresence etc
VoicemailConferencing
PTT
Copyright Disruptive Analysis Ltd 2013October 2013
Communications getting richer & moving “in-context”
Copyright Disruptive Analysis Ltd 2013
Fragmentation of voice (& msgng/video) models
Standalone calls
Non-call comms
Embedded app/web
calls
Oct 2013
CircuitIP
Copyright Disruptive Analysis Ltd 2013
The role of video in communications
Video really needs to have a clear “purpose” We will not default to “video everywhere”
Even more contextualised than voice & messaging Ergonomics, social norms, behaviour No interruptive straight-to-video calls Numerous niches for B2B, B2C, C2C
Skype calls between distant relatives / expats / diaspora Customer service (NB staff retraining) Personal consulting
Need for interoperability unclear as in-context/in=app
October 2013
Copyright Disruptive Analysis Ltd 2013
Mobile UC/UCaaS meets the Cloud
October 2013
UCSocial
Enterprise apps
APIs & mashups
Integration
Cloud commsRecordingTranslationAnalyticsTranscription etc
Copyright Disruptive Analysis Ltd 2013October 2013
Copyright Disruptive Analysis Ltd 2013
Design & software simpler via the Web
June 2013
Copyright Disruptive Analysis Ltd 2013
Benefits of WebRTC
Democratises voice & video in websites & apps Add context to communications & vice-versa Cheap / easy / open-source components Advocacy from Google, major vendors, telcos, IETF, W3C etc Enterprises & telcos can extend comms over the Internet Real momentum & enthusiasm No predefined signalling Growing ecosystem even pre-standardisation Realtime data even more disruptive
October 2013
Copyright Disruptive Analysis Ltd 2013
WebRTC will drive disruptive service innovation
October 2013
Source: Disruptive Analysis WebRTC Strategy Report, Feb 2013 & Q2 Update August 2013Definitions & methodology in report - See disruptivewireless.blogspot.com for details
Device base supporting WebRTC growing Zero4bn in 4 years
Mil
lio
n
Copyright Disruptive Analysis Ltd 2013
Conclusions
Mobility & cloud are two key drivers for enterprise comms & IT Mobility = productivity, flexibility, lower costs, higher morale
But need to acknowledge that BYO models inevitable for most Look for tools to help control security & spending... ... & retain enterprise “market share” of employee comms Mobile UCaaS maturing Fits with both BYOD & corporate-issued devices Aligns with future of comms (cloud, APIs, social WebRTC etc)
October 2013
www.disruptive-analysis.com
disruptivewireless.blogspot.com
@disruptivedean
Skype:disruptiveanalysis
Copyright Disruptive Analysis Ltd 2013October 2013