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Transcript of Pushtotalk
NewTel
Push to Talk – features v1.0
By Urmil Gohil
2
Draft
Instantaneous one-to-one and one-to-many communication channel
One single handset for mobile and push to talk calls Adds voice dimension to messaging Always connected to corporate network using GPRS
Push-to-Talk over mobile is a one-to-one and one-to-many voice communication service that adds a voice dimension to messaging
BenefitsBenefits
Time critical information communicated quickly, efficiently, cheaply and without the need for an intermediary (i.e. secretary) in order to better manage your fleet
One-to-many ‘dispatch’ feature creates a more efficient communication mode between users Instant voice messaging improves the efficiency and accessibility among a group of individuals Convenience with a direct ‘always on’ voice connection Dynamic group creation without operator involvement
TargetsTargets
Typical users would include employees working within mobile and/or stationary groups: Service and repair Retail, distribution Public and private transportation Manufacturing, industrial plants
DescriptionDescription Push-to-Talk over mobile is a direct one-to-one and one-to-many ‘always on’ voice communication service. One-way
communications can be started to both individuals and talk groups with just a push of a key
AttributesAttributes
Overview on “Push-To-Talk”
Launch TimeLaunch Time NewTel “Push-To-Talk” is a secondary service and should be available, functional and fully
supported four months after launchL+4 months
Key Accounts
Key Accounts
Sophisticated Large
Accounts
Sophisticated Large
Accounts
Basic Large Accounts
Basic Large Accounts
Powered SMEs
Powered SMEs
Budget SMEs
Budget SMEs
FinanceFinance Personal Service
Personal Service
Business Service
Business Service ICTICT Oil & GasOil & Gas Constr./
Manufact.Constr./
Manufact.
Connected anywhere by direct connect Ability to send text messages
Rental agencies Construction sites Security
3
Draft Push-to-talk can be offered over a GPRS network. An IDEN-based alternative is also available but not recommended
Push-to-Talk Technical Description
BTS
Operator IS: Provisioning Network
Management Billing and
Customer Care
Operator IS: Provisioning Network
Management Billing and
Customer Care Application Server Subscriber Traffic Group Management
GPRS Network IP Multimedia Core
One-to one
to many
PTT Over GPRS Technical Overview
PTT Over GPRS Technical Overview
PTT over circuit switched cellular networks wastes network and frequency resources
With GPRS packet switching, resources can be reserved only for the duration of the talk spurs
This enables a profitable operation of the service over GPRS networks
For example, a one hour talk session would use 3 minutes of airtime
PTT over circuit switched cellular networks wastes network and frequency resources
With GPRS packet switching, resources can be reserved only for the duration of the talk spurs
This enables a profitable operation of the service over GPRS networks
For example, a one hour talk session would use 3 minutes of airtime
IDEN AlternativeIDEN Alternative
The service has proven to be most successful with Nextel using the IDEN technology and not GPRS
However, PTT over IDEN heavily relies on Motorola as the single main network and handset equipment vendor for the technology
Also, the service over IDEN entails high investments. To cover them, high penetration should be achieved
The service has proven to be most successful with Nextel using the IDEN technology and not GPRS
However, PTT over IDEN heavily relies on Motorola as the single main network and handset equipment vendor for the technology
Also, the service over IDEN entails high investments. To cover them, high penetration should be achieved
4
Draft Push-to-talk service can have simple voice messaging features as well as instant messaging features
Push-To-Talk Service Features and Limitations
Basic Phone Features
Basic Phone Features
Instant Messaging Features
Instant Messaging Features
FeaturesFeatures
One-to-one communications (pressing on a button to speak to the other party)
Conference calls Immediate connection between two or more mobile
phones Possibility or recording messages and sending
them to other users (not in real-time)
One-to-one communications (pressing on a button to speak to the other party)
Conference calls Immediate connection between two or more mobile
phones Possibility or recording messages and sending
them to other users (not in real-time)
Creation of buddy list of friends with whom to communicate
Real-time availability icon showing who is available and who is not
Integration with text instant messaging service Voice chat options Presence management
Creation of buddy list of friends with whom to communicate
Real-time availability icon showing who is available and who is not
Integration with text instant messaging service Voice chat options Presence management
LimitationsLimitations
There is a risk that the service cannibalizes voice and SMS usage
Only a limited number of GSM handsets currently support the service (and most of them are high-end smart phones for the corporate segment)
Communications are on half-duplex mode Communication latency could undermine service
quality There will be a need for a new etiquette for PTT
service use
There is a risk that the service cannibalizes voice and SMS usage
Only a limited number of GSM handsets currently support the service (and most of them are high-end smart phones for the corporate segment)
Communications are on half-duplex mode Communication latency could undermine service
quality There will be a need for a new etiquette for PTT
service use A specific software might need to be downloaded
on the handset for the buddy list and availability application
A specific software might need to be downloaded on the handset for the buddy list and availability application
5
Draft Benchmarks show that push-to-talk pricing typically consists of a subscription fee and an additional airtime fee
Pricing BenchmarksPricing Benchmarks
Push-to-Talk is typically priced high enough to avoid cannibalizing other voice service but low enough to draw new subscribers
Nextel Walkie-Talkie: Two types of national plans and two for international, with an additional minute sharing plan for Group talk:
Pay-as-you-go national charged for $0.1 per minute per participant, charged to call initiator, for a Group of 20
Unlimited national for $10 per month
International voice calls are pay-as-you-go for $0.2 per call per participant and $10 for unlimited
Orange (Talk Now): Talk Now costs 20p for each 30 minute session or part of it. However, a customer is never charged more than £1 a day on Talk Now in the UK. Once the customer have used up 5 sessions, the rest are free for the day
Push-to-Talk is typically priced high enough to avoid cannibalizing other voice service but low enough to draw new subscribers
Nextel Walkie-Talkie: Two types of national plans and two for international, with an additional minute sharing plan for Group talk:
Pay-as-you-go national charged for $0.1 per minute per participant, charged to call initiator, for a Group of 20
Unlimited national for $10 per month
International voice calls are pay-as-you-go for $0.2 per call per participant and $10 for unlimited
Orange (Talk Now): Talk Now costs 20p for each 30 minute session or part of it. However, a customer is never charged more than £1 a day on Talk Now in the UK. Once the customer have used up 5 sessions, the rest are free for the day
Push-to-Talk Service Pricing Benchmarks
Source: Company websites
“Mike Works Plans”“Mike Works Plans” “Mike Travel Plans”“Mike Travel Plans”
7 plans (differ in monthly fee & number of bundled minutes)
7 plans (differ in monthly fee & number of bundled minutes)
8 plans (differ in monthly rate and long-distance coverage)
8 plans (differ in monthly rate and long-distance coverage)
Number of Plans
Number of Plans
“Perfect for individual users, small teams or larger businesses
“Perfect for individual users, small teams or larger businesses
“Savings for heavy business users who are constantly on the road”
“Savings for heavy business users who are constantly on the road”
Package Positioning
Package Positioning
US$25-150 200-1500 bundled
phone minutes
US$25-150 200-1500 bundled
phone minutes
US$50-300 250-2500 bundled
phone minutes
US$50-300 250-2500 bundled
phone minutes
Subscription Fee
Subscription Fee
US$0.25/voice minute US$0.25/direct
connect minute
US$0.25/voice minute US$0.25/direct
connect minute
US$0.25/voice minute Unlimited one-to-one
direct connect US$0.25 one-to-group
direct connect
US$0.25/voice minute Unlimited one-to-one
direct connect US$0.25 one-to-group
direct connect
Additional Airtime FeesAdditional
Airtime Fees
Example: Telus “Mike” Rate Plans
6
Draft NewTel could offer push-to-talk at a premium monthly subscription fee and with additional charge for usage
Push-To-Talk Pricing Guidelines
Source: Press releases; Ovum
Possible Pricing ModelsPossible Pricing Models
Pricing on TimePricing on Time
Like for normal voice services, the user would pay for the duration of his messages, arguably at a discount compared to normal voice communications
Like for normal voice services, the user would pay for the duration of his messages, arguably at a discount compared to normal voice communications
Pricing Based on Individual Messages
Pricing Based on Individual Messages
Like for SMS, the user would pay for each voice message sent
Like for SMS, the user would pay for each voice message sent
Flat Fees and Bundles
Flat Fees and Bundles
The user would not pay for individual messages but rather a monthly fee for an unlimited access to the service or an access limited to a certain number of messages
The user would not pay for individual messages but rather a monthly fee for an unlimited access to the service or an access limited to a certain number of messages
Recommended Pricing StructureRecommended Pricing Structure
Connection Charges: None
Subscription Charge: Premium price per month (i.e. Dhs xxx over
postpaid plan subscription charge) Additional phone minute charge of Dhs xxx per
minute – so that it does not cannibalize normal voice
Offer ‘instant messaging’ option for Dhs xxx per month on top of GPRS subscription fee
No bundled minutes beyond GPRS plans
Other Considerations: Minimum group size of 5 Corporate users Minutes sharing is not allowed Have to bundle with GPRS
Connection Charges: None
Subscription Charge: Premium price per month (i.e. Dhs xxx over
postpaid plan subscription charge) Additional phone minute charge of Dhs xxx per
minute – so that it does not cannibalize normal voice
Offer ‘instant messaging’ option for Dhs xxx per month on top of GPRS subscription fee
No bundled minutes beyond GPRS plans
Other Considerations: Minimum group size of 5 Corporate users Minutes sharing is not allowed Have to bundle with GPRS