Reunión Miembros MMA Argentina
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Marco Galvan, GSMA
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Transcript of Reunión Miembros MMA Argentina
Marco Galvan, GSMA
Lines Between Mobile Web And Apps Will Start Blurring• Consumers will continue to spend their time in fewer apps, turning their attention especially to messaging apps that will progressively become application ecosystems on their own.
• However, the gap between mobile Web and app experiences will slowly start shrinking and it will be easier to move between these environments.
Mobile Will Enable Brand Innovation With Artificial Intelligence, Virtual Reality, And IoT• Artificial intelligence (AI), virtual reality (VR), and the Internet of Things (IoT) are key
technologies going way beyond the mobile space. In 2016, smartphones will activate them and enable B2C marketers to innovate.
Trends
Few apps will get most of users’ time, and messaging apps will morph into platforms.• On average, Uk and US consumers use an average of about 25 apps per month. However, the average
smartphone owner spends more than 88% of his time on just ve downloaded apps (see Figure• When observing the distribution of all US and Uk smartphone minutes spent on apps in each market,
messaging and social media apps make up a sizable chunk of all the app time spent on smartphones — not gaming, as is commonly assumed
• Messaging apps like WeChat or Facebook Messenger will increasingly morph into marketing and commerce platforms and emerge as alternative ecosystems to Android and iOS as brands look to serve existing customers in context and developers ock to platforms with large audiences.
Action for marketers• Create a strategy for “borrowing” mobile moments. • In 2017, smart marketers will borrow their way to customers’ home screens by partnering with one of
the small number of apps that command the majority of consumers’ mobile prime time. • Don’t just think media buys, but embed your services in other apps like hotel group AccorHotels is doing
by seamlessly integrating Uber’s car sharing service in its customers’ journeys. • For example, if you are a global brand investing in China, you must deeply understand the WeChat
phenomenon and how it can be used to reinvent consumer relationships and a social CRM platform.
Trends
$44B USD
Analysts Forecast for Messaging as a Platform by 20201
Proprietary + Confidential
Sources: 1) Pacific Crest Securities, “Messaging is a $44B Annual Rev Opportunity.” Ben Wilson, April 29, 2016. 2) TechCrunch, “Forget Apps, Now The Bots Take Over.” September 29, 2015.
2
Messaging is the Platform
§ MaaP enables communications services between third-party businesses such as applications, content and service providers and consumers.
§ MaaP provides an interactive way of connecting directly with customers, offering a similar experience to conversing with a human agent or employee from a service-based organization.
§ Operator messaging is particularly well placed to play a role in MaaP as operators have a pre-existing relationship with customers based on secure identity and billing information.
§ According to Messaging Ecosystem Forum’s (MEF) messaging report, 65% of consumers communicate with businesses on chat apps; increasing to 76% globally via SMS with 5% CAGR expected.
6
MaaP: Business opportunity and customer relevance
AUTOMATION is next frontier
Intelligent Devices
Robotics
In the Home Drone Delivery
Driverless Cars
Explosion in AI USES
Artificial Intelligence
Personal Assistants
Speech, Image and Video RecognitionRobotics
Logistics
Virtual Augmented Reality, Computer VisionGaming
MachineLearning
Surgery and Healthcare
Contextual and Recommendations
GROWTH IN AI INVESTMENT…Opening a door to the post-smartphone era
AI to drive engagement
AI cloud to replace devices
Integrating AI seamlessly
AI-centric strategyKe
y players
In last year
Source: GSMA, CB Insights
Key Im
pact
CVC M&A
Role of computing: on device, in cloud
Distributed network opportunity
Value in exploitation of data/attributes IoT
IoT complexity unresolved
Battleground for access to identity
+53% yoy
Venture Capital
$2.3bn
“Last 10 years were about building a mobile-first world, next 10 years, is towards a
world that is AI-first”
– Sundar Pitchai
10
20202018
AI ena
bled
Age of automation and the connected life Age of digital transformation
2012 2016
Cortana
IBM Watson
Facebook MApple Siri
Google Now
2014
... AND AI STARTUPSOpening a door to the post-smartphone era
Artificial Intelligence is the key transformational technology AI plus cloud is opening a door to the post-smartphone, post-app era
AI to drive engagement
AI cloud to replace devices
Integrating AI seamlessly
AI-centric strategyKe
y players
In last year
Key Insights
“Last 10 years were about building a mobile-first world, next 10 years, is towards a world that is AI-first”
Role of computing: on device, in cloud
Distributed network opportunity
Value in exploitation of data/attributes
IoT complexity unresolved
Empowers probabilistic identity models
709 deals
Venture Capital
$4.2bn
Artificial IntelligenceVenture capital and M&A reach unprecedented levels
Venture Capital is Fuelling Transition to Automation Major Players on an M&A Spree
AI enabled
Age of automationAge of digital transformation
2012 2016
Cortana
IBM Watson
Facebook MApple Siri
Google Now
2014 2012 201620152013 2014
Age of automation
Age of digital transformation
AI enabled
Conversational platforms are key to the post-app economyVoice as a new interface in the human-machine interaction
Siri
October 2011
Cortana
April 2014
M
August 2015 (beta)
Google Assistant
August 2015 (beta)
EchoTap
Echo Dot
June 2015March 2016
Aldebaran Robotics
and SoftBank
June2015
• Using voice as an interface liberates users from the constraints of screens
• Voice interfaces can be a ‘dumb’ terminal, with connectivity allowing users to access intelligence in the cloud
Tapia
May 2016
Video-ification of the Internet is happeningMoving towards a video-first Internet world
Video-‐firststrategy
Advertising (highconsumer engagement)
Education/training
Healthcare
Entertainment
Commerce
Smart cameras
VR/AR
High-‐speed networks
Deep dive in the January 2017 Radar report
We see a world where video is first, with video at the heart ofall of our apps and services.
Within five years or so,most of what people consumeonline will be video, subsuming words and photographs.
Mark Zuckerberg
EnablersEmerginguse cases
Preparing for the NEW WAVE
Prepare for AI and Automation
Horizontal Approach
Product? or Platform?
Focus on future consumer needs
Understand your control points
Sources: Active Users: 1) Analysys Mason (2015), 2) Radicati Group (2014), 3) Statista (2016), 4) Nexmo (2015).
Worldwide Communication PlatformsRanked by Active Users (Millions)
Carriers still have the Largest Platfrom
TODAY FUTURE
Branding:name, logo
Rich card
Suggested replies
Analytics forbusiness
A2P
A2P SMS is the world’s most successful bot platform.
Forecasted 2.21 trillion A2P SMS messages in 2017 (31% of all SMS traffic).
Bank: suspicioustransaction alert
Airline: boarding pass
A2P SMSProprietary + Confidential
● Welcome Users
● Send Alerts
● Customer Care
● Sell Services
Proprietary + Confidential
MyTelco BOT
20
Wide Industry Support
OPERATORS who have Launched RCS 29Launched Operators Albania Telekom Albania (OTE),Albania Vodafone, Canada Rogers, Czech Republic Vodafone, Greece Vodafone, Greece Cosmote Hungary Vodafone, India Reliance Jio, Indonesia XL (Axiata),Ireland Vodafone, Italy Vodafone, Korea KT, SK Telecom, LGU+; Malta Vodafone, Netherlands Vodafone, New Zealand Vodafone, Portugal Vodafone, Romania Orange, Romania Telekom, Vodafone Romania, Orange Slovakia, Slovakia Telekom; MTS, SingTel, Vodafone Turkey, Vodafone United Kingdom AT&T, T Mobile USA, Sprint
The Universal Profile is a GSMA led initiative backed by 60 global operators, manufacturers and OS providers
IP COMMUNICATIONS LAUNCHES
INTERCONNECTIONS
Operators planning to launch RCS in 2017 Argentina: Claro; Australia: Optus, Telstra; Canada: Telus, Bell (BCE), China Mobile (already in soft launch),; Colombia: Claro; Softbank; Mexico: Telcel; Norway: Telia, Telenor, Ice; Netherlands: KPN; Peru: Claro; Philippines: Globe; Russia: Vimpelcom; Sweden: Telia, Telenor, Three, UAE: Etisalat;
23
OS PROVIDERS
21
Partner Engagement and Roadmap
HANDSET MANUFACTURERS
The majority of Android OEMs are shipping with Android Messages natively: LG, Motorola, Sony, HTC, ZTE, Micromax, HMD/ Nokia, Archos, BQ, Cherry Mobile, Condor, Fly, General Mobile, Lanix, LeEco, Lava, Kyocera, MyPhone, QMobile, Symphony, Wiko
Samsung exclusively uses its own RCS Universal Profile client, which will be native in all Samsung devices form mid-‐2017. In testing (Mexico and Slovakia) it interoperates with Google hosted platform and clients.
Huawei, Vivo and Oppo assessing options before deciding on path
Android Messages (RCS and SMS client) now ships with the Android software to all Android OEMs
Android P-‐release (2018) will introduce RCS APIs to the Android API library enabling single IMS registration and more OEM control of RCS UI
Microsoft committed at MWC to continue to support RCS when they re-‐enter handset OS market.
Apple meetings have intensified: Verizon / other major MNO requests for RCS support, plus poor UX on SMS fall-‐back may yield results in 2018
NETWORK PROVIDERS
All on-premises and hosted vendors are committed to Universal Profile
Google are deploying Universal Profile to their platform in releases
ZTE provide hosted system for China Mobile and China Telecom (China pre-Universal profile) and are currently awaiting accreditation for Universal Profile (mid 2017)
Samsung will launch hosted service (NewPace acquisition) in June 2017
Other vendors of on-premises equipment are WIT, Ericsson, Huawei, Mavenir.
See All IP business guide for full details
§ Eroded P2P messaging revenues have been supplanted by A2P (application to person) SMS services which continue to see strong growth and are seen as precursor to Messaging as a Platform
§ Application–to-Person (A2P) services, are being upgraded by adding richer message functionality via RCS and a diverse and more flexible range of functions that can be taken over by Chatbots. Chatbots will grow as functionality improves.
§ A2P SMS provides operators with an opportunity to migrate their SMS traffic to enriched RCS based messaging and then further into Chatbots. This is a huge market -The global A2P share of SMS traffic has nearly doubled in the last five years from 11.7 per cent in 2010 up to 22 per cent in 2015 and over.
22
Messaging as a Platform: Opportunity
GSMA forecast for Messaging as a Platform by 2021
$74bn USD
Messaging is transforming to a personal assistant
Removes the barrier of another app to download
2 http://www.mobilesquared.co.uk/blog/ mobilesquareds-‐latest-‐databook-‐says-‐mobileoperators-‐key-‐to-‐unlocking-‐massive-‐a2p-‐messagingopportunity/
Age of industrialisation
(offline, physical world)
Age of digital transformation
(internet, information and digital services)
Age of automation
(Artificial Intelligence, machine learning, Internet of Things)
Entering the age of AUTOMATION
…1970 1980 2000 2020 2030…1990 2010
FIVE MEGATRENDS driving this transformation
Geographic shift in growth and innovation
Internet = mobile Platform economy
Shift to open –access and networks
Device ubiquity
Artificial Intelligence – a catalyst that will accelerate the pace of these trends
GEOGRAPHICAL SHIFT to emerging markets
Top 10 countries in terms of projected NEW mobile subscribers, 2015-‐20
Note: the size of the stacked bar equals the total number of unique mobile subscribers in a country by 2020 (e.g. India = 864m) Source: GSMA Intelligence, IMF
0
200
400
600
800
1000
1200
1400Million
Mobile subscribers (2015) New mobile subscribers (2015-‐20)
0
1
2
3
4
5
Billion
Peo
ple Online
1995 2000 2014 2020
Internet = MOBILE
Mobile Internet Users Smartphones
Source: GSMA, a16zSmartphones = installed base, not unique users
0.2bn 0.4bn
2.9bn
4.7bn
5.7bn
2.0bn
Connected device EXPLOSION COMING
Connected devices worldwide
0
5.000
10.000
15.000
20.000
25.000
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Installed ba
se (m
illion)
Source: GSMA Intelligence, Cisco, Forrester, Analysys Mason, Machina, Gartner
Smartphone
Tablet
PC
WearablesIoT – cellular
IoT –non-‐cellular
Rise of PLATFORM ECONOMY‘Platform beats product’
1M DEVELOPERS1BN USERS
Anchor: messaging
Ecommerce
Games & Media
Advertising
Horizontal Platform
LOCAL MONOPOLY -‐ GLOBAL MARKET FRAGMENTATION
NOT ALL PLATFORMS ARE THE SAME!
Rise of PLATFORM ECONOMY‘Platform beats product’
650K HOME OWNERS 100M TRAVELLERS
Match supply / demand
Safety checks
Billing engine
GLOBAL MONOPOLY – LOCAL CHALLENGES
HOUSE APARTMENT OTHERS
NOT ALL PLATFORMS ARE THE SAME!
OPERATORS riding platform wave
SERVICE PROVIDERS5BN+ CONSUMERS
GLOBAL SCALE THROUGH COLLABORATION
NOT ALL PLATFORMS ARE THE SAME!
Advanced Messaging
Identity
IOT
PLATFORMS are reshaping many industries
Verticals
HOTELS
TRANSPORT
COMMS
ENERGY
FOOD DELIVERY
taxis
sms & voice
restaurants
energy companies
hotels FOOD PRODUCTION
HEALTH
EDUCATION
INDUSTRY
INFORMATION
farms
doctors
universities
libraries
factories
HORIZONTAL PLATFORMS consolidates value
Moving from Sector Specific platforms to Horizontal platforms creating two sided digital marketplaces
VERTICAL PLATFORM
S
HORIZO
NTAL PLATFO
RMS
Device management
Storage Discovery Aggregation Harmonisation Security
Analytics
Devices
Connectivity
Services Taxi, Logistics, Food, Health
Mapping, Routing Algorithm
App, Driver Platform
’Full Stack’ tech
Device/Service API
New PLATFORMS are comingVoice, Car, Virtual Reality:
Autonomous cars, platform for entertainment, distribution, work
CAR
Immersive content becomes next communications platform
AI driven interface between man and machines
VOICE
VR
34
ALTERNATIVE NETWORKSOpen, alternative connectivity on the rise
Mesh networks for internet sharing
People powered networks
Open Garden
Disrupting legacy infrastructure
Cheaper to scale
Facebook TIP
New wholesalers for network access
Alternative Access
Google Loon
35
Achieved Accuracy
• Resolved network problems• Enhanced operational control• Constant over country coverage
Capacity Reseller
• Licence as MVNO• Wholesale capacity to MNO • Last mile access
“Significant progress in Loon over the past year. Loon could provide connectivity “200x cheaper than traditional towers” – suitable for low-‐
density rural areas”
- Google X Project Loon
Google has matured the Loon solution to position it as a MVNO last mile access provider that will lease capacity back to MNOs.
GOOGLE: LOONConnectivity that is “200x cheaper than traditional towers”
RealityPublic Message
“Aims to improve network performance and reduce costs in
an open collaboration methodology, seeks to deploy new ideas efficiently at large scale.”
-Facebook Telecoms Infra Project
Improve network performance
Reduce costs
Open collaboration
Deploy ideas at large scale
1
234
Commoditisation, disrupting legacy
backhaul, access, core
Use open source to scale faster
Holistic approach to cost efficiency
… not just about emerging markets
1
234
FACEBOOK: TELECOM INFRA PROJECTOpen sourcing to innovate the backhaul, access and core
“P2P data can move through the network without using spectrum,
and at no cost. The phone becomes an end point and the
impact on battery is negligible. 250m endpoints by 2017”
-OpenGarden CEO
Connects smartphones and lets users share data without net access
Data hops from one device to another until it reaches an internet endpoint
Powered by developers, MeshKitconnects apps of different types
Poor coverage areas, but density enables data rich services
3G /4G
FEMTOCELL Partner WIFI network
Open Garden WIFI community
OPENGARDENUnbundling spectrum via mesh and Wi-Fi networks
Next wave of INDUSTRIAL REVOLUTIONmoves from digital transformation to automation
ENAB
LERS
…1970 1980 2000 2020 2030…1990 2010
Age of industrialisation Age of digital transformation Age of automation
Connectivity
Cloud
Computing power
Analytics
Artificial intelligence (AI)
Software
Smart phones/devices
Impact of automation is SIGNIFICANT
Reshaping industries,
emerging new players
Change in way services are delivered and consumed
Challenge to jobs through
automation
Speed of change likely to be exponential
Changing role of government when information is ubiquitous
Requirement for new regulation
Significant reduction in hard
assets?
Consumer trust in automation?
MegatrendsTen megatrends were discussed by the community throughout 2017…
CommunicationsUnbundling Software Defined
InfrastructureAlternative Networks
1 2 3
Business ModelsCustomer Experience
Platforms Security & Privacy
4 5 6
Products and ServicesData Analytics
& AI IoT Devices Digital Trust Virtual Reality
7 8 9 10
The ecosystem is evolving to platform-first approachThe march to 1 billion users is getting shorter…
Windows
Office
Search
Gmail
Maps
YouTube
Android
Chrome
Play
Groups
‘86 ‘88 ‘90 ‘92 ‘94 ‘86 ‘96 ‘00 ‘02 ‘04 ‘06 ‘08 ‘10 ‘12 ‘14 ‘16Time(Years)
25.8
21.7
12.0
11.8
7.3
8.1
5.8
6.7
6.9
8.7
11.3
6.8
…and platforms drive faster consumer adoption and
exponential business growth
WeChat 6/7
Source: GSMA, Visual Capitalist
Two sided digital marketplaces are now driving value capture and consolidation
Device management
Analytics
Devices
Connectivity
Services
+Vertical Platforms Horizontal Platforms
Storage Discovery Aggregation Harmonisation Security
Platforms are disrupt multiple industriesNew use cases and players emerge
Use Cases and Players
FINANCIAL SERVICES
HEALTH
EDUCATION
INDUSTRY
INFORMATION
money/ payment
doctors
universities
libraries
factories
HOTELS
TRANSPORT
COMMS
ENERGY
FOOD DELIVERY
taxis
sms & voice
restaurants
energy companies
hotels $
