The Value of Presence for Wireless Carriers

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The Value of Presence for Wireless Carriers
Jonathan Rosenberg Chief Technology Officer
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The Operators Dilemma

• Wireless Networks Will Be Packet Networks
• Wireless Phones Will Be IP Phones With Internet
  Connectivity
• Wireless Phones Will Be Multimedia-enabled and
  Programmable
• Users Will Be Able to Connect to Any Service on
  the Internet
• Powerful Devices Plus Global Connectivity Means
  HUGE Opportunity for New Services

Dilemma How Does an Operator Enable Services
Without Becoming a Bit Pipe?
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The Answer

• Provide Infrastructure Which Enables Third-party
  Applications
• Infrastructure Enhances User Experience So That
  Applications Dont Work Well Without It
• Faster
• Better integration
• Infrastructure Reduces Costs of Third-party
  Provided Applications, So It Is Not Cost
  Effective to Deploy Without It
• Focus on the High Value Assets
• Subscriber database
• Subscriber connectivity
• Geographic location information
• Data/voice activity

Presence
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What Is Presence?

• The Ability, Willingness, Desire, and Capability
  of a User to Communicate Across Media and Devices
• Presence Systems Collect and Distribute Presence
  Information to Interested Parties
• Users
• Applications
• Policy Is Central to Presence
• Who is allowed to see what and when
• The Value of Presence Is Exponential with the
  Richness of the Data It Has Access to

Policy
Presence System
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Mobile Instant Messaging

• An Adaptation of PC Messenger Applications for
  Wireless
• One-to-one and group messaging
• Hierarchical buddy lists
• Offline operation
• Presence Is What Makes IM Different From SMS!

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Push-To-Talk

• Provides Half-duplex Instantaneous Communications
  Between One or More Group Members
• Successfully Marketed by Nextel in the U.S. as
  Direct Connect
• Highest ARPU Application in the Industry
• Problems
• Target is not available 5-10 of the time
• Results in wasted time of caller and frustration
• Recipient doesnt always want to be bothered
• Solution Presence
• Caller can see in advance if the target has
  their phone on
• Caller can see if the target is already on
  another call
• Caller can see if the target wishes to receive
  calls

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MMS

• MMS Is Gaining Momentum for Multimedia Messaging
• Pictures of the kids
• Greeting cards
• MMS Has Some Use Problems for User to User
  Messaging
• No way to know if intended recipient has MMS
• No way to know if intended recipient has their
  phone on
• No way to know if intended recipient supports the
  media type to be sent
• No way to know if intended recipient wants to
  receive an MMS of a specific size and type
• Solution Presence

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Voicemail

• Voicemail Is an Industry Standard Application
• Room for Improvement
• Calling back the caller can be tedious
• Would like to call them back and not get their
  voicemail
• Voicemail system should present the option to
  call back if the caller is currently available
  and not on a call
• Can increase call completion rates
• Solution Presence
• Connectivity and Call State Can Be Used to
  Generate an IVR Prompt During Voicemail Playback

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Carriers Own Presence

• Key Presence Data Is Owned by Carriers
• Phone on/off
• In call/out of call
• Phone connectivity
• Reception quality
• Geolocation information
• Conclusion Carriers Can Retain Value by
  Providing Presence to Applications

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Presence Brokering Architecture
3P Network Apps
Carrier Presence Broker
HLR
Policy Database
MSC
PDSN/GGSN
3P Client Apps
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Information Resource

• Jonathan Rosenberg
• Chief Technology Officer
• 1 973.952.5000
• jdrosen_at_dynamicsoft.com