1. RCS as a platform.
Monetization: API & VAS
Platforms
Webinar slides. Jan, 21st 2014

2. RCS
vs
OTT.

3. And,
what
is
RCS
/
&
where
is
deployed?

4. OTT
Facts
q OTTs succeed gaining traction among users, being multi-platform.
q OTTs have imposed a free or very cheap service that makes
difficult for telcos to charge the person to person messaging
anymore.
q OTTs still perceived as less secure by enterprise but it is changing.
q Different business models being tested: Telco partnership, internal
games, annual fee,

5. Good
news
for
telcos
!!!
Offering only person to person
communications for annual minimum fee and
not exposing API for B2C use cases cases

6. BAD
news
for
telcos
!!!
WeChat & Line among
others are opening
messaging to B2C cases
SUCCSESSFULLY.
http://www.abs-cbnnews.com/lifestyle/gadgets-and-tech/09/29/13/line-wechatmove-conquer-europe

7. The
DEMAND
for
B2C
rich
messaging
ALREADY
EXISTS
A couple of examples about how enterprise is using IM (Whatsapp in
this case) “rudimentary” for business purposes.
Take Away fast food
using Whatsapp
rudimentary to take
orders, just reading
the app client, no
possible integration
with their order
back-end
Why not having API to integrate IM with IT back-ends?
Why not RCS to fulfil this market demand?
Radio-Station
using Whatsapp
to get feedback
from audience.
Just reading the
IM client, no IT
integration that
could add value

8. Time
is
Money
q Coca-Cola VP Marketing asked in the RCS Seminar (MWC 2013)
to use joyn as channel.
q In the meantime Coca-Cola tested with Line.
q Nobody will be waiting for telcos anymore…brands prefer telcos,
enterprises rely more in telco security…but it is not an stopper. If
telcos do not offer what they need they will look somewhere out.
Sirs, it is happening right now

9. Time
is
money
What
to
do?

10. Create
a
3rd
way
to
access
to
mobile
services
complementary
to
Mobile
Web
&
Apps,
where
the
telcos
have
a
role.

11. Towards
a
Messaging-­‐Centric
Mobility

12. From
voice
to
text
q Due the easiness of the new messaging alternatives, and
data connectivity almost “always” there, people is
starting to consider intrusive to make a call if it could be
solve by texting.
q Texting cheaper than voice
q Young people likes texting, they text as fast as they can
talk, then it is preferred
q The texting “remains”, local history. It helps personal
management.

13. visionary
companies
saw
that
4
years
ago
http://www.slideshare.net/voxeo/the-rise-of-realtime-text-and-the-demise-of-voice

14. today
is
RCS
ready
to
add
telco
IM
as
B2C
channel
Voxeo CXP is a Self-Service Application Lifecycle Management suite,
and RCS/joyn as a new delivery channel was included using RCS
network API to reach RCS users.
Source: http://blogs.voxeo.com/voxeotalks/2013/09/04/joyn-voxeo-cxp-a-new-way-to-deliver-customer-care/

15. What
is
RCS
as
a
PlaTorm
using
the
network
API?

16. OPENNESS:
API
to
create
interacXve
Services
RCS API GW
A2P – P2A, Communicating
People with Services & Brands :
M2P, communicating people and things
CRM self-service, advertisement,
etc
Mash-Up Cases,
Internet tools as joyn
Combining content API & joyn
API

17. Textual
CRM
Self-­‐Service
Example: own telco self-service
http://www.youtube.com/watch?v=vn1hqFmN4Q4

18. Push
B2C
comms.
Example: using joyn by airline to provide 2 hours befor flight the boarding
card and likely a plan to arrive to the gate. It could be done.

19. GeolocaXon
based
chat
based
service
LBS self-service, bus real time information. Sending location to bus company,
info of nearest stop & its line and waiting times delivered real time.
https://www.youtube.com/watch?v=TN6L-_UXwpA

20. In-­‐app
RCS
embedded
communicaXons
q If the customer supports multi-device environment, RCS Thin
Client Server API can be used to embed joyn chat and file
transfer in mobile apps as REST.
q App developers will have a communication framework to
embed chat, FT, location push,etc without needing a mobile
base with mobile joyn clients powering “device API”.
q It could help to boost telco messaging for in-app 2 in-app
communications cross platform and acquire joyn users via in
app messaging.

21. The
role
of
RCS
Ubiquity

22. UBIQUITY:
API
expand
RCS
across
all
screens
Smart TV
Firefox OS
WebRTC unified communications

23. Messaging-­‐Centric
use
cases
available
in
all
your
screens
make
telcos
perceived
value
&
relevance
soar.

24. Business
Models.
The
key,
moneXzaXon

25. The
NON
possible
business
model
It is not possible to charge RCS/joyn to
the users as SMS in the past, as today’s
alternatives (OTTs) make it impossible.
Needed to rethink the messaging
monetization

26. ApplicaXon
to
person-­‐A2P
Traffic
While voice and SMS are commoditized and
offered as fix bundle, voice & SMS charged by
message and minute still work for A2P
(application to person).
Tropo & Twilio are examples of independent
voice & SMS providers as API with a lot of
developers registered & revenue.

27. And
Telcos
already
partnering
with
API
vendors

28. Types
of
potenXal
B2C
offering
parXes
q Enterprise with high traffic and perhaps dedicated
GWs as Banks, Utilities etc
q Verticals as mobile journalism, m-health, advertising,
etc
q Long Tail of developers.

29. Types
of
A2P
Cases
q CRM self-service interaction, adding chat/file transfer
as additions channel for customer service.
q Chat based games and leisure cases.
q Advertisement (non-intrusive better)
q Vertical cases telco powered (real time streaming to
online media: mobile ENG, multimedia task reporting)
q Long tail developers will add thousands of cases.

30. Chat
based
sponsored
services
Free services:
•
LBS information
•
Weather
•
Casual games
Can be sponsored with additional message from the
sponsor/advertisement -> SMART advertisement

31. End
User
ConfirmaXon
The telcos can “sell” to
trusted partners via API the
EUC feature to get real time
confirmation for transactions
(even with PIN).
Telco as Notary.

32. Adding
value
to
the
PSTN
Adding RCS to the PSTN and access to
messaging via Smart TV and make it
accessible via WebRTC can add value to
the users, reduce churn and perhaps
induce more revenues due the usage of
chat based services

33. The
“naming
business”
RCS can use SIP URI identities.
Then a new business appears: the premium names, for
big companies & also to be acquired for new services:
• santander@carrierXXX.es
• weather@carrierYYY.com
Annual fee for premium identities.

34. What
do
we
need
to
start?

35. RCS
3rd
API
Exposure.
RCS
API
Gateway
telco
RCS-­‐e
Core
IMS
Instant
Messaging
AS
Chat
access
to
internet
tools
RCS-­‐e
API
Gateway
MSRP
RCS-­‐e
LiveServe
SBC
RTP/
RTCP
REST
API
SIP
A2P, P2A, M2P, CRM
cases created with the
API
CRM
internet
3rd
party
services
Friendly
Telco
Border
Ubiquity,
Openness,
API based joyn clients
for Web, WebRTC,
Firefox OS, Smart TV
FTB
IMS Core, RCS servers, RCS-e clients DO
NOT need any modification
UNI

36. Also
offered
as
Cloud
based
architecture
The API exposure platform is in the
cloud (public or private) as the
platform only needs connectivity to
P-CSCF or SBC, just as device clients
Full cloud RCS core + REST API
exposure, currently Solaiemes
has interoperated with a RCS
core in the cloud vendor this
architecture

37. RCS
Developer
Portal
Solaiemes RCS API is easy to integrate with
leading API management solutions and also
embed a testbed for testing the API based
services created. Could be offered purely
cloud based or on telco premises.
Example: integration with
https://www.youtube.com/watch?v=YZ3brYkQcKo

38. RCS
Store.
The
market
of
chat-­‐based
use
cases
RCS Store can be integrated with RCS client or
run as a separated App.
It allows to search for chat-based use cases
created with the API for developers or
enterprises and add them as entries in the
phonebook to start using them.
Also, the RCS Store allows rating and providing
feedback regarding the each published use
case and could introduce some side
monetization as “promoted” chat based cases.
https://www.youtube.com/watch?v=YtpUO6hgw7I

39. RCS
Ad
Server.
Helping
telcos
to
moneXze
Solaiemes developed an advertising engine with 2
sides, the advertiser side (as web front-end & the
developer side as API.
We aim to build a look-alike Google Adwords/Adsense
model for a new contextual media: the chat-based
services as information services, chat-based games,
casual services and creating a revenue share model
for telcos and developers. Use cases will soar RCS users,
and interactions could get monetized from 3rd parties
highly targeted advertising based on textual context
and location.
https://www.youtube.com/watch?v=IA43-AQCY9U

40. The
concept
of
“in-­‐chat
apps”
Solaiemes API allows to create not
only A2P cases but also group chat
casual cases as inviting a chat
based game, playing it and the
game-buddy will leave the group
after the game.
Can be used for other VAS
monetizable services as real time
multiparty translator, etc.
https://www.youtube.com/watch?v=WCdjuv2KB4w

41. Other
VAS
Type.
Messaging
mess
as
opportunity
for
premium
service.

42. Messaging
starXng
to
be
intrusive.
q Messaging is preferred for personal communication as
being perceived as less intrusive, but too much
messaging becomes overwhelming & intrusive.
q White/Black list is not effective way to “configure” who
can message me.
q Timeframes, levels of urgency, etc are new axis to
determine which messages could be real time.
q Managing off-line responses and incoming messages
treatment is needed.

43. Opportunity
Deliver a premium
service allowing the user
to configure who can
message him/her at
which times, create
auto-responses and a
message center to
answer at their
convenience

44. How
to
make
RCS
a
successful
service?
The
keys

45. 1.
Launch
ASAP.
Interoperability
with
other
telcos
can
wait.
RCS
core,
clients
and
API
&
VAS
plaTorms
already
available.

46. 2.
Launch
“as
a
plaTorm”
with
network
API
exposure
since
day
1.
Test
the
water.

47. 3
Eat
your
own
food.
Use
RCS
as
channel
for
own
purposes
as
customer
care,
call
compleXon,
info
services.
It
will
be
easier
later
to
sell
the
concept
to
the
Enterprise.

48. 4
Engage
developers
with
a
developer
programme
as
they
love.
Devs
like
comms
when
useful
&
usable.

49. 5
Design
from
day
1
a
clear
pricing
structure
for
B2C
based
on
RCS.
Market
only
exists
if
you
are
offering
something
for
a
price.

50. 6
RCS
Store,
Store,
Store.
Make
clear
that
rich
messaging
based
services
can
be
marketed,
rated
and
smoothly
added
to
the
phonebook
as
“apps”.

51. 7
In
the
same
way
that
internet
companies
look
to
generate
“telco”
revenue,
go
for
“internet”
revenues
as
adverXsing,
and
do
it
smartly

52. 8
Extend
the
“reach”
of
RCS
based
services
making
RCS
mulX-­‐screen.
Wherever
you
have
a
screen
you
can
use
RCS.

53. 9
Don’t
be
concerned
about
the
latest
feature
of
a
given
OTT,
make
them
concerned
about
your
last
blue
ocean
discovered
thanks
to
the
API.

54. 10
TIME
IS
MONEY.
ACT
NOW.

55. more
about
Solaiemes

56. Team
Juan developed his career in several companies as Motorola (Networks and Mobile Devices divisions), DMR
Consulting (now Everis), ICEX (Spanish Foreign Trade Office) and Colortex.
Juan holds an MSc degrees in Telecom Engineering from Polytechnics University of Valencia (Spain), an MSc in
Economics from UNED (Spain) and a Diploma in Politics from the University of London (Lead College, LSE).
http://www.linkedin.com/in/juanmateu
Jose has developed his career in Motorola and Ceselsa-Indra
Mr. Recio holds an MSc in Telecom Engineering from Universidad Politécnica de Madrid and an MSc (Distinction) in
Information Security from Royal Holloway College, University of London.
http://www.linkedin.com/in/chema
Luis had previous roles at Motorola and Alcatel. developing Switching, GSM coverage planning and IMS software.
Also worked at Textil Bondrap.
Mr. Valencia holds an MSc degree in Telecommunications Engineering from the Polytechnics University of Valencia
(Spain).
http://www.linkedin.com/in/luisvalencia
David developed his career in Motorola, Altran SDB and Consum SCV.
David holds an MSc degree in Telecom Engineering from Polytechnics University of Valencia (Spain) and an
executive MBA from EOI Business School (Spain).
http://www.linkedin.com/in/davidculebras

57. Key
Facts
• Started activities in 2007 trying to open Push to Talk and IMS
VideoShare as REST API. Pivoted to RCS API exposure in 2010, 1st
to market solution and editors of the GSMA spec on RCS API.
• Awarded in 2011 as pioneers in the area: GSMA RCS Innovation
Winner.
• Staff: 15. Growth planned. HQ in Madrid (Spain).
• Currently with contracts in 4 tier-1 telco groups and several
opportunities opened in 3 continents.
• GSMA API provider for Joyn Innovation Accelerator.
•
Accreditation for API GW and Web Solution submitted.

58. Why
us?
ü Solaiemes is solving a real problem telcos have. To find
a new role and make their assets a platform in the
way that developers can use them, as API. Solaiemes
is recognized by pioneering this field in the next telco
messaging, RCS joyn.
ü Solaiemes team is experienced, visionary, with
international experience in several continents and
able to do more with less and execute.

59. www.solaiemes.com
www.rcsasaplatform.com
http://blog.solaiemes.com
http://www.youtube.com/solaiemes