Unified Messaging ‘2005

Unified Messaging ‘2005

September 2004

Telefónica Móviles EspañaService Development

LEADINGTHE FUTURE

2Telefónica Móviles EspañaServices Development

Index

01 Unified Messaging revisited

02 Unified Address Book

03 Handset vs. network… let’s go hybrid

LEADINGTHE FUTURE


INDEX

Unified Messaging

revisited

01

LEADINGTHE FUTURE


The “original” Unified Messaging

n The traditional equation:UM = voice mail + email

n Seemed so compelling…n Two popular services togethern Innovative and attractiven Cost advantages in theory

n But it didn’t workn No clear selling pointn Too different services and technologiesn Cost disadvantages in practicen Created for fixed, not suitable for mobile

01

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So we forgot Unified Messaging…

n … and developed many new services beyond voice mail and email

01

SMS MMS BrowsingVoice

VoiceMail SMS Store

Web SMS

Legacysupport

MultimediaAlbum

VoicePostcards

Lost Callsalerts

Downloads

Mobileemail

Postcards

Chat Community

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And inside each service…

n … wstored messages on behalf of our users

01

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And this is what we got01


VoiceMail SMS Store

Web SMS

Legacysupport

MultimediaAlbum

VoicePostcards

Lost Callsalerts

Downloads

Mobileemail

Postcards

Chat Community

Calls Messages Messages Messages

Messages Messages Messages Messages

Messages Messages Messages Objects

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Yes, you guessed what’s next01


VoiceMail SMS Store

Web SMS

Legacysupport

MultimediaAlbum

VoicePostcards

Lost Callsalerts

Downloads

Mobileemail

Postcards

Chat Community

Messages

LEADINGTHE FUTURE


It’s the time for Unified Messaging

n Clear, tangible benefits for the customern Suitable technologies and providers availablen Oriented to mobile world

n Real cost advantages to be foundn A good “excuse” to improve existing servicesn Voice mailn Multimedia albumn Mobile email

n Good foundation for new servicesn Video mailn Instant messaging

01

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INDEX

Unified Address Book02

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What is needed to communicate?

n Something to say or send

n Somebody to contact with

02

The more “somethings” and “somebodies” our customers can reach, the more they will communicate and enjoy

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Current address book limitations

n Need for more spacen More entriesn More fields per entry

n Need for safety and continuityn At risk in the SIM and even more in the phone

n Non available for Value Added Servicese.g. postcards service require manual typing of the destination’s mobile number

02

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Enhancements required02

n Network supportn Virtually unlimited spacen Permanent, safe storage of all the entries

n Local storage in device of frequently used entriesn Accessible from Value Added Servicesn VAS benefiting from Address Bookn Address Book being fed by VAS

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The perfect companion for UM02


VoiceMail SMS Store

Web SMS

Legacysupport

MultimediaAlbum

VoicePostcards

Lost Callsalerts

Downloads

Mobileemail

Postcards

Chat Community

Messages Address Book

LEADINGTHE FUTURE


Dynamic Address Book

n So far, address book is a passive repository. New entries have to be manually, explicitly entered by the address book owner.

n Value added services can feed the address book to boost contact-ability

Some examples:n Shared AB / delegated AB / company directoryn Public directories / Community servicesn Viral propagation of virtual cards:n Mutual exchange (Plaxo-like model)n Associated to traffic (like in Instant Messaging

and email)

02

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INDEX

Handset vs.network

...Let’s go hybrid

03

LEADINGTHE FUTURE


Where to store

n Unified messaging and address book services offer storage for personal contents: messages, contact information, photos, phone calls, calendar…

n Where should this personal data be stored?n In the device?n In the network?

n Each option alone is insufficientn Combination of device and network storage can

offer best of breedn But how should they be combined?

03

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Two competing models

Strategies to combine handset and network storages can be grouped in two categories

n Fat client, or device-centric models:n All information is stored in the devicen Device offers main functionality and user experiencen The network offers plain transport and replican e.g. Blackberry, SyncML

n Thin client, or online modelsn All information is stored in the networkn Network retains functionality and user experiencen Device stores no content, just offers user interface

via “dumb” client: browsing, messaging or similarn e.g. Multimedia album/composer, web/wapmail,

online address book / buddy list

03

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Each model has limitations

Device-centric models fail by:n Downloading all information to the device, including

non-important or non-required datan Waste of traffic, unrelated to value

Creates demand for very low or flat tariffs.n Expensive handsets (large storage, CPU, software)n Service evolution requires handset substitution or

software updateOnline models fail by:n Acceding all information online, including frequently

used or urgently required datan Waste of traffic, for common actions that should be freen Slow operation, reducing attractiveness and usabilityn Expecting customers to visit the wap/imode menu

instead of the usual menus (messaging, address book)

03

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A hybrid approach

The handset and the network should cooperate to offer a best-of-bred experience:

In a hybrid approach, the device:n Stores recent messages and photos, frequently

used address book entries… and locally implements common functionality

n Offers one-click access to network-based extensions of the local features

And the network:n Offers extended, virtually unlimited space and

functionality (e.g. directories, shared AB, galleries)n Allows easy download to the handset of the

desired pieces of information.

03

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An example: Address Book03

Address Book

Search by : G

GandalfGimliGollum

<More >

SELECT

NetworkAddress Book

Search by : G

GaladrielGandalfGimliGloinGollum

Galadriel.vcfN: GaladrielTEL: mobile;+34609000001email:[email protected]: queens,

elf

MENU

1. Save vCard2. Phone call3. Send Message4. Back

SELECT

LocalAddress Book

NetworkAddress Book

(Browser-based)

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Let’s go hybrid

Strong interests support each approach:n Handset manufacturers promote device-centricn Platform providers implement online modelsn Operators should push for hybrid modelsThe hybrid approach:n Provides the customer with the best experience

and value for money (device and traffic cost).n Still allows for evolution and differentiation by

manufacturers and platform providers.n Requires operators to arbitrate between

manufacturers and platform providers

03

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What we are doing

n Telefónica Moviles has defined and fully specified a hybrid approach to messaging and address bookn Codename is AMA.

n We are presenting these specifications in different operator groups and standards bodies

n We expect to inspire the industry and promote these kind of customer-oriented hybrid models

n We are working to extend this model and incorporate Instant Messaging featuresn Integrated address book-buddy listn Messaging sessions spanning over device

memory and network storage

03

LEADINGTHE FUTURE


Unified Messaging ‘2005

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