Telefonica Service Factory
© LogicaCMG 2006. All rights reserved
Work items
• Architecture Service Factory
– Sandbox
– Preproduction
– Production
– Application Lifecycle Management
– Metrics
– Tools
• Services Roadmap
• Commercial proposal
<Presentation title>
Services Roadmap
© LogicaCMG 2006. All rights reserved
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
<Presentation title>
Impact and Complexity categories
• Impact
– Targeted subscriber base
– Expected revenues
– Lifetime
– Differentiation
• Complexity
– Service development
– User adoption
– Integration
– Additional enablers
– Central/Local
<Presentation title>
Impact matrix 2G services
#subs
SMS - WLM
Revenue
Differentiation for
TF
Development
effort
Additional
enablers needed
Local network
impact
Score
--
-
--
4
+++
+++
+++
+
++
++
++
++
9
Live Mail
notifications
++
+
++
-
++
6
SMS content
++
+
--
-
-
++
1
Prepaid bot
+
-
+
+
++
++
7
Voicemail bot
+
-
+
++
-
2
+
+
++
++
++
8
+
+
++
++
++
8
Mobile Ticketing
Taxi service
(Chile scenario)
Other SMS –
Payment mashups
<Presentation title>
Impact matrix 2.5/3G services
#subs
Revenue
Differentiation for
TF
Development
effort
-
MMS - WLM
+
++
+++
Videomail - WLM
-
++
++
MMS Blogging
+
++
+
+
++
++
+
MMS mashups
+
+
+
Photoalbum
+
+
My Mobile Media
+
+
Mappoint
+
+
Youtube/Soapbox
+
++
+
++
+
<Presentation title>
Local network
impact
Score
-
4
-
2
++
7
-
+
5
+
++
6
2
Virtual Earth
Videoalbum
Additional
enablers needed
2
-
2
3
+
5
Impact matrix converged services
#subs
Live contacts
++
Revenue
Differentiation for
TF
Development
effort
Additional
enablers needed
Local network
impact
Score
+
++
-
-
4
+
+
+
+
4
+
5
+
5
Xbox ?
IPTV
HMC
Mashups
++
++
+
+
+
+
<Presentation title>
+
-
Solution elements
• CSF
• Live Enablement Gateway
• MMSG
• SMS router
• MMSC
• Voice-, Videomail configuration
• SDP interfaces
<Presentation title>
LatAm market figures and other stats
© LogicaCMG 2006. All rights reserved
<Presentation title>
<Presentation title>
<Presentation title>
<Presentation title>
<Presentation title>
• 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.
<Presentation title>
SMS scenarios
© LogicaCMG 2006. All rights reserved
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.
<Presentation title>
48 million
users
Our focus
85 million
users
Live Messenger
SMS
SMS 2.0
<Presentation title>
2 million
users
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
<Presentation title>
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
<Presentation title>
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
<Presentation title>
Expected usage for other services as reference
<Presentation title>
Expected usage (see spreadsheet)
<Presentation title>
Option 1: Number Range
Live
Contacts
• Uses foreign subscriber gateway
• Requires number range to be
allocated
Windows Live
• 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
I/
F
FSG
SMSC
SMSC
• Users need to store special numbers
for buddies
M
M
S
G
Subs
MGMT
• Does not support auto-routing to
WLM if on-line
<Presentation title>
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
<Presentation title>
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)
Windows Live
SMSC
MMSC
I/
F
HLR
Router
Own Network
M
M
S
G
Subs
MGMT
<Presentation title>
• (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)
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.
<Presentation title>
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)
<Presentation title>
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
<Presentation title>
Live Mail notifications
© LogicaCMG 2006. All rights reserved
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
<Presentation title>
Expected usage for other services as reference
<Presentation title>