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Telefonica Service Factory

Telefonica Service Factory. Work items. Architecture Service Factory Sandbox Preproduction Production Application Lifecycle Management Metrics Tools Services Roadmap Commercial proposal. Services Roadmap. Consumer Services categories. 2G Services SMS Live Messenger Live contacts

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Telefonica Service Factory

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  1. Telefonica Service Factory

  2. Work items • Architecture Service Factory • Sandbox • Preproduction • Production • Application Lifecycle Management • Metrics • Tools • Services Roadmap • Commercial proposal

  3. Services Roadmap

  4. Consumer Services categories • 2G Services • SMS • Live Messenger • Live contacts • Voicemail • Self care • Alerts • Location • 2.5/3G Services • Videomail/messaging • Blogging • MMS • M3 • Converged Services • IPTV • VOIP • NabazTag • Windows Live/Gadgets for Telefonica services

  5. Impact and Complexity categories • Impact • Targeted subscriber base • Expected revenues • Lifetime • Differentiation • Complexity • Service development • User adoption • Integration • Additional enablers • Central/Local

  6. Impact matrix 2G services

  7. Impact matrix 2.5/3G services

  8. Impact matrix converged services

  9. Solution elements • CSF • Live Enablement Gateway • MMSG • SMS router • MMSC • Voice-, Videomail configuration • SDP interfaces

  10. LatAm market figures and other stats

  11. New research from the mobile-focused statistics firm M:Metrics has focused on exactly how many mobile-phone customers are using their handsets to access social networks and blogs. In the month of June, a total of only 12.3 million mobile consumers in the United States and Western Europe (France, Germany, Italy, Spain, and the United Kingdom) accessed a social-networking site or blog on their phones at least once. In the U.K., this came out to a total of only 2.5 percent of mobile users; 2.8 percent in Italy; 2.3 percent in Spain; 1.9 percent in Germany; and only 1.5 percent in France. http://news.com.com/the-social/8300-13577_3-36-0.html?keyword=Bebo • In the U.S. and U.K., MySpace.com's mobile site is the most popular (despite only being available on several carriers) with 3.7 million users in the U.S. and 440,000 in the U.K.; Facebook comes in second place with 2 million users in the U.S. and 307,000 in the U.K. • Third place in the U.S. was YouTube, with 901,000 mobile users; third place in the U.K. was Bebo, with 288,000. (Recently, another firm's statistics showed that Bebo may be passing longtime leader MySpace in the U.K. when it comes to unique visitors.) • In the four other European countries, MSN Live Spaces was the most popular mobile social network. Also of note is the fact that in France, Germany, Italy, and Spain, the 13-to-17 age demographic was the one doing the most mobile social networking; in the U.S. and U.K., it was the slightly older 18-to-24 demographic.

  12. SMS scenarios

  13. SMS scenarios • 2 basic solutions • Use of special number range • SS7 interception with the option to do this for own network or all networks • Option 1 is not seamless for receiving party, but easier to implement. It is now being used by Telefonica Spain with a prefix of 111 • Option 2 is seamless for SMS user. This requirement seems to be part of the SMS2.0 RFQ for LatAm but this solution provides a more effective way • What we add to the RFP for SMS2.0 is direct connectivity between WLM and SMS (and MMS) without the need for SMS2.0 deployment. This may not be received well by the people running the RFQ so we need to check. But it is what Joaquin Mata asked for. It will bring more revenues and less investments.

  14. 48 million users Live Messenger Our focus SMS SMS 2.0 85 million users 2 million users

  15. The Numbers • Total LatAm population 556 million • 64% of internet users in Latin America use IM, 90% of those use WLM • This brings the number of WLM users to 48 million • Approx. 300 million mobile subscribers in Latin America • Mobile penetration rate is 58% • Telefonica Moviles has 85 million subscribers in Latin America • This implies that 7.5 million Telefonica subscribers use Live Messenger

  16. The numbers per option/use case • Option 1: Connectivity between all SMS users and WLM TF subscribers • 7.5 million WLM users can initiate a session with any SMS user for which MSISDN is known. They will do this if their buddy is off-line .It has to be cheaper or easier than using SMS. ( “easy SMS”, fun, message history, save money) • 300 million SMS users can receive messages and respond. If they store number they can also initiate future sessions • Option 2 • Use case 1: SMS from own network can be routed to service subscriber’s WLM client • 80 million SMS users can send SMS • 7.5 million WLM users can receive the message and respond (easy SMS, cheaper?) • Use case 2: SMS from service subscriber can be rerouted to WLM buddy • 7.8 million SMS users can initiate a session with any WLM buddy with known MSISDN • 48 million WLM users can respond (fun, always connected) • Use case 3: Off-line, but still connected as ”on SMS” • 7.8WLM million WLM users on SMS (has to be a TF subscriber) (always connected) • 48 million WLM users

  17. Assumptions • WLM users have 50 contacts on average • For 10 contacts they also know the MSISDN • WLM users set up 10 sessions per day on average • Providing SMS connectivity will result in 1 additional session per day for active users (users that subscribe to the new service) • The active user percentage varies per use case as some have a higher threshold • The amount of messages varies with the use case

  18. Expected usage for other services as reference

  19. Expected usage (see spreadsheet)

  20. Subs Option 1: Number Range Live Contacts • Uses foreign subscriber gateway • Requires number range to be allocated • Does not require SIGTRAN network or router • PC experience similar to current WLM SMS service • But • Operator service, hence branding and revenue • No separate prepaid account needed • Mobile experience not seamless • Users need to store special numbers for buddies • Does not support auto-routing to WLM if on-line Windows Live M M S G I/ F FSG SMSC SMSC MGMT

  21. Use case 1. Sending SMS from WLM to Live Contacts users • Requires WLM user to sign up for service providing WLM account details • WLM user can send SMS to all buddies for which MSISDN is held in Live Contacts • Mobile user receives SMS with fake MSISDN plus “explaining message” • Mobile user can respond with SMS which will end up in WLM client or off-line message or SMS if MSISDN is known. This needs FSG

  22. Subs Option 2: Routing of SMS/MMS sent in own network Live Contacts • (uc1) SMS from own network can be routed to service subscriber’s WLM client (uses SRI-SM) • (uc2) SMS from service subscriber can be rerouted to WLM buddy (uses MO-FW-SM) • (uc3) Off-line, but still connected on SMS • MMS from service subscriber can be sent to WLM buddy (uses email, short number or routing) Windows Live SMSC MMSC M M S G I/ F Router HLR Own Network MGMT

  23. Use case 1. Receiving and replying to SMS in WLM • Requires WLM user to sign up for service providing MSISDN and WLM account link • SMS user sends SMS to MSISDN • Delivery as SMS or IM when receiving party is logged on (or both if required) • Could be transparent for SMS user or could be visible through “banner” insertion in response • Will stimulate SMS usage as WLM user will respond quickly in a session-based manner • Ease-of-use, branding, save on SMS, always connected • WLM user needs to subscribe to (and pay for?) the service • WLM user needs to be subscriber of the operator offering the service • SMS user can be anyone in own network, no registration needed, seamless experience • Could be extended with MMS for multimedia messages • Needs SRI interception, not all operators like this. It also puts a high load on the system.

  24. Use case 2. Send SMS to WLM users using MSISDN • Mobile user needs to register for the service to link MSISDN and WLM account • Service could be activated per buddy • Recipient MSISDN should be available in Live Contacts • The SMS sent from user’s mobile phone will be received in normal WLM session if recipient is online, otherwise terminated as SMS • WLM users can reply from the session • Mobile user receives SMS from MSISDN of WLM user • Promotes Operator as innovative (banner in WLM message?) • Requires status “on SMS” or could be part of banner message • WLM user could belong to any network • Could be extended with MMS for multimedia messages • Does the mobile subscriber always want this?? Unclear where message will end up. Could be solved with commands or text insertion • Requires sync with WLM status (on-line on WLM or SMS)

  25. Use case 3: Off-line on SMS • If user logs out from WLM he gets connected as “on SMS” by solution • Off-line messages will be forwarded as SMS with originator address which is either a fake MSISDN or the real MSISDN if present in Live Contacts • If we always choose fake MSISDN then we can use option 1 which has less or no network impact. This could be a phased approach. • User can respond using SMS • Forwarding could be set per buddy • Always connected

  26. Live Mail notifications

  27. Expected usage • Needs input from Microsoft on number of mailboxes • Assume out of 13 million TF WLM users, 6 million use Live Mail • Using the Telefonica figures for email push and assuming Live Mail is 50% we get 213,000 users receiving 25 messages per month (which seems very low) • If the per message charge is $0,08 than the yearly revenue is $5 million

  28. Expected usage for other services as reference

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