Advanced Communications The next generation of keeping in touch - gsma.com/network2020 #network2020
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Advanced Communications The next generation of keeping in touch gsma.com/network2020 #network2020
Contents
01 Introduction 07 Making the most of your audience
02 What is the Universal Profile? 08 The potential for Messaging as a Platform
03 Advanced Communications: 09 Advanced Messaging:
gathering momentum accelerating in the market
04 The opportunity 10 Advanced Messaging deployment models:
getting it right
05 The possibilities
11 The GSMA support
06 How the end-user benefits
11 References
gsma.com/network2020 First Edition October 2016 ADVANCED COMMUNICATIONS:
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INTRODUCTION
01
How we can keep in
VOICE AND SMS
Advanced Communications touch – with Advanced
Communications
HAS CHANGED
The next generation Advanced Communications
of keeping in touch
represents the next level of
mobile messaging and calling, an
upgrade on a global scale. It is a CALL MULTIPLE FRIENDS
solution which takes traditional WITH GROUP CHAT SAY WHY YOU ARE CALLING
voice and SMS and enhances BEFORE THE CALL STARTS
them with instant messaging, chat
Today, we communicate more than ever before. functionality, photo sharing, live
video, video calling and file sharing
Trillions of SMS and instant messages, tens of trillions across devices on any network
of minutes of voice calls, more sharing and connected and enables new, richer interaction SHARE PICTURES, LOCATION
interaction than we could ever have imagined. But we
experiences. And the best bit OR SWITCH TO VIDEO
for consumers is all this new
are faced with a growing and confusing number of functionality will be embedded
in new phones. And if for users
communications tools and ways to stay in contact. who already have a phone, the
next OS update takes care of it.
ADVANCED COMMUNICATIONS
Approximately
TRILLIONS OF MESSAGES We use different
applications,
47 global mobile
operators are
WHAT IS IT?
It is the next evolution of how
& TENS OF TRILLIONS messaging clients and
networks. Wouldn’t
launching these
services to a
we talk, text, and see each other.
Rich Communications Services,
it be great if we
OF MINUTES could have all of our family, friends
combined subscriber base or RCS, has been around in the
industry for some time, and
representing 4.7 billion mobile
and work contacts all together in users. Based on the GSMA’s Rich Advanced Communications is the
one place, already connected to us next iteration of RCS. This e-book
Communication Service (RCS)
via our existing number, without the focuses on the role Advanced
specification, these services are
need to find out what app they use Messaging can play in an
already supported by more than operator’s strategy for developing
or what social network they are on? 150 commercial devices. Advanced and implementing innovative
Communications services are set services and most importantly,
to be the dominant messaging for generating new revenues.
platform around the world.
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02
What is the The UP specification deals with the network and
embedded handset functionality. To achieve this, the
Universal Profile? GSMA has worked with operators globally and leading
vendors developing a single UP specification Release 1,
published November 2016, to build messaging services.
It will include core features including capability discovery,
chat, group chat, file transfer, audio messaging, video
The Universal Profile (UP) share, multi-device, enriched calling, location share and
specification has been live sketching. Release 2 in Q2 2017 will build on this.
developed by the GSMA to
help simplify both product What does UP do for the end-user?
development and operator UP ensures a richer UP revolutionises what you can do with
deployment of Advanced experience in a much messaging and calling – on-demand.
more convenient way. You can start a voice call with a pre-call
Communications and From early in 2017, UP priority setting, image or text message
Advanced Messaging contextualising the call. You can introduce
SEND VOICE provide the scale needed will be embedded in the Android OS chat in the call. Or send a photo. Or
RECORDINGS from day one, just like voice and SMS upgrade the call to a video call. Or
to develop Messaging are – along with all your contacts who share maps or pictures and collaborate
as a Platform (MaaP). already have your phone number – and in real-time. You can even have rich
just like voice and SMS, UP works no interactions with shops, businesses and
matter what network you are subscribed service providers that merge Advanced
to. Customers with existing devices will get Messaging and artificial intelligence to
the UP client with their regular software allow you to interact with them through
SHARE upgrades or can download a client. natural language. You have the control
to ratchet all this up and down within a
LOCATION call or text. And the great thing is, every
friend, family member, work contact
and shop you can think of has a phone
number. So you can interact with all of
them right out of the gate without ever
considering what OTT app they might use.
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03
Advanced Communications:
gathering momentum
Advanced Communications is happening now.
The numbers stack up
Today’s generation of mobile users simply love and demonstrate why
evolving SMS to the next
their messaging and real-time communications level makes sense for Why is Advanced Messaging
services and have been empowered by the mobile network operators (MNOs). gathering momentum?
In 2015, the world’s 6.7 billion SMS
always-on, high-speed mobile broadband users were responsible for revenues Advanced Messaging features are
available to them. of approximately $15 million per hour, already popular with end-users. In
while 2.5 billion OTT messaging users research conducted by the GSMA, 89
were responsible for around $3 million percent of users say they believe it
per hour. The following 12 months, is unique and 79 percent say that it
So end-users have This means that only mobile operators however, present a potentially different is relevant to them in today’s world.
continued to lap with IP network coverage are able picture; usage patterns change and In the US, the average user spends
up messaging to give end-users full continuity SMS is forecast to be worth $13.4 23 minutes and 23 seconds per
applications and tools of coverage and a seamless user million per hour while OTT grows to day1 on Android messaging apps,
at unprecedented rates, experience across multiple networks. $5.2 million per hour. The global mobile and end-users now want services
but they become ever-more siloed operator industry can take advantage like pre-calling, instant messaging
and fragmented as user bases. Over- of this change in end-user habits. and real-time video all in one place.
the-top (OTT) messaging apps have They want Advanced Messaging.
each developed their own dedicated
communities, but they are still islands ORDER A TAXI Currently, 47 of the world’s largest
mobile network operators have
in a large connected sea. Consumers
may like their rich functionality but committed to supporting the GSMA
they remain limited and reliant on THE AVERAGE USER SPENDS H UP spec, covering a subscriber base
of 4.7 billion active users. Ten of the
friend, family and work contacts all
utilizing the same downloaded app.
SHARE
LOCATION
23 MINUTES & 23 SECONDS world’s largest handset manufacturers
have also committed to UP.
A DAY ON MESSAGING APPS
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04
80%
OF GENERATION Y USE TWO OR MORE
The opportunity DEVICES WHILE WATCHING TV
This fragmentation of apps by type
and by market is where the big
One of the main opportunity exists for MNOs. At the
MNOs have a big opportunity. Traditional SMS volumes reasons Advanced moment the migration from SMS
Messaging represents to OTT apps is steady, but at some
are in decline and new revenues can be made by such an opportunity point the shift risks becoming too
leveraging the reach of SMS and giving users richer for MNOs is the way large and it will be too late. So while
in which end-users are connected. MNOs retain the vast majority of that
communications services. These services include Messaging has changed and grown in global user base via SMS, the key is
verification of sending the message, read receipts so many ways, but the biggest ‘app’ to move now or risk missing out.
in the world is still SMS. Every OTT
including time, date and location of when message were chat app offers a rich experience to Engaging with Generation Y
read, embedded apps and video, direct call-back and users via their mobiles or computers,
Y
but not everyone uses every OTT app Generation Y refers to those born
more. MNOs can market all these as advantages and so there will always be a disconnect. after 1990 and they represent
position themselves as of greater value to brands and People still have to download the the most technologically
same OTT apps that their various demanding generation so far.
advertisers for promotional messages. groups of friends use and remember Their expectations are that they can
which friends are on which app. and will interact digitally at all times
with all their friends and they are also
With Advanced Messaging, this of a mobile-first mindset. It is also
Estimated RCS Messaging Volume, 2014 - 2020 disconnect does not exist because important for MNOs to remember
everyone has a mobile number. It that while Generation Y are the
12,428 is already in place, you just ‘call’ or consumers of today, they are also
10,462 ‘message’ the person to whom you are the business leaders of tomorrow.
10,441
already connected. Advanced Messaging
8,531 8,989
7,407
seamlessly integrates with existing 80 per cent of Generation Y consumers
5,724
6,510 voice and SMS so messages are always use two or more devices while
3,893
delivered. With Advance Messaging, simultaneously watching TV2. One-
3,474
MNOs retain their SMS subscriber third exchange videos on their phones.
84 base. They can be easily migrated to Half of teenagers send 50 or more text
the MNO’s Advanced Messaging app. messages per day. Mobile operators
2014 2015 2016 2017 2018 2019 2020
must plan strategically for how they
Estimated RCS Messaging Volume [Without A2P], bn Estimated RCS Messaging Volume, bn
intend to engage with this user base.
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05
The possibilities HOW MNOS CAN DRIVE NEW
SERVICES AND BUSINESS
Advanced Messaging can
One of the key drivers behind the help businesses engage
rise in richer messaging apps is the differently with customers.
greater functionality they give to users, Premium messaging services
– such as those used by
currently far above the limitations of TV shows for voting
SMS. Rich messaging apps continue to
Enable users to communicate
evolve to give users more enhanced easily with businesses in natural
services, so MNOs should embrace language and without apps
Advanced Messaging now. Receive highly targeted
and relevant advertising
and promotions
MNOs with their vast has the benefit of being ubiquitous, Pay for goods and services
SMS user base have a eliminating the question of what app
head start. They also to use to contact someone. Operator Branded and sponsored
have a key role in handset sales and apps are also secure and remove stickers can be given away to
distribution. They have the ‘clean the twin irritations of unsolicited customers around events and
slate’ possibility to introduce a ads and data analysis and sharing campaigns to engage users
messaging app that delivers all the without knowledge that end-users and create new business
similar features as OTT apps but that regularly cite as frustrations.
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06
How the SWITCH FROM VOICE TO VIDEO CALLS 01
SKETCH COLLABORATIVELY 02
SHARE CONTACTS AND YOUR LOCATION
Stay connected to friends by
sharing where you are and by passing
end-user INSTANT MESSAGE / CHAT TO A GROUP 03
/ INDIVIDUAL A
A
on your numbers
benefits FOLLOW UP MESSAGE AFTER CALL 04
SEND MESSAGES BEFORE CALLS 05
CHANGE THE WAY IT LOOKS
Personalise the app by changing
the background colour and size
SHARE PHOTOS AND FILES DURING A CALL 06
SHARE LOCATION 07 ORGANISE YOUR SOCIAL LIFE
End-users benefit in MAKE HD VOICE CALLS 08
Make plans with a single group chat
numerous ways from
Advanced Messaging.
• Ubiquity: one, universal
Operators need to messaging app embedded in WHAT IS ‘MESSAGING AS
their phone OS that lets them
focus on these to contact anybody anywhere
A PLATFORM (MAAP)?
MAKING COMMERCE upsell customers. To most users messaging is just an ‘app’
• Simplicity: no app download, – a program on their phones they use
to keep in touch. Advanced Messaging
A CONVERSATION no checking which apps
friends and family use
will change that though – messaging
is now becoming a ‘platform’ on which
applications will be built to deliver
• Everyone is invited: Advanced whole new levels of interaction and
Messaging is immediately experience. It is where SMS is headed.
available on Android and
FIND A RESTAURANT ORDER A TAXI Microsoft devices and will extend End-users simply want all the services
they need as quickly and conveniently
to others in time – making it
BOOK A TABLE available to billions of users
as possible, and MaaP lets operators
deliver that. If you want to book a
taxi, a flight or look up train times for
• All the features: richer example, you will not need to download
communications experience a specific new app – just hit your
including pre-calling, instant messenger. MaaP removes that barrier of
messaging, live video and another app to download and connects
suppliers directly to consumers.
real-time photo or file sharing
BOOK A HOTEL services, all within existing Messaging as a Platform will give
phone subscription package operators all new possibilities for
developing and implementing innovative
CHECK THE WEATHER PAY FOR IT • Enhanced messaging experience services, and most importantly,
with plug-ins for memes, emojis, for generating new revenues.
stickers, animated clips and more
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07
Making the most
CALL A
of your audience LOVED ONE
MNOs start from the perfect position when planning
and implementing an Advanced Messaging strategy: SWITCH TO LIVE VIDEO AND
SHARE AN EXPERIENCE
they already have the customers and end-users in
place. The current base of active SMS users around
the world are potentially ripe for migrating over to
Advanced Messaging, but what should operators
look to include in their strategy? How do you make
it as simple and painless as possible to get all
those end-users using Advanced Messaging?
01 02 03 04
Think in a straight line. Operators do Make it a platform. Use natural
not need to over-complicate the issue Leverage your smarts. MNOs start Delight your customers. Utilise language programming and partner
and should target end-users in the with an inherent advantage as they the ability to upgrade Advanced with AI and chatbot providers to
most straightforward way possible. can install their own Advanced Messaging clients frequently via app make messaging not just the main
Advanced Messaging is an evolution Messaging app on devices as the stores to introduce new features like application that customers use, but
of a service that users already default messaging client and have a memes, expression, stickers, in-app eventually, the only thing they use
know and love. It is simply the next level of control that OTT providers do games and more on a regular basis. for mobile commerce, internet search
generation of it, albeit with great new not. And always remind end-users that and many other experiences.
features and functionality. Emphasise Advanced Messaging with their MNO
that existing users do not need to do means no third-party downloads.
anything to enjoy a whole new world
of enhanced messaging.
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08
The potential for
Messaging as a Platform
One of the more striking developments of messaging in
recent times has been the evolution of messaging apps
and clients into the ‘new home page’. End-users pick up New services, new uses
their mobile devices in the morning and the first place Furthermore, Advanced Messaging also
many head to is their chat or messaging app. It has now enables Bot-to-Person interactions, where
become both their inbox and their home page. This is an end-user engagements are simply richer and
evolution that operators can use to develop Messaging as more detailed. The Messaging as a Platform
approach and its exponentially increased
a Platform propositions. degree of interaction makes huge new
monetization opportunities available to MNOs.
This new user model their actual electronic boarding pass
means that messaging will securely from airlines rather than The workplace can benefit too,
become the ‘platform’ on receiving an SMS with a link. When with Messaging as a Platform
which future applications on holiday users can order a taxi presenting companies with
will be built and over which operators or Uber, check the weather at their the possibility of a ubiquitous,
can deliver all-new services, home destination and the exchange rate, find secure, rich communications platform
to commercial interactions, searches a recommended restaurant and book that integrates seamlessly with their
and more, under the new umbrella a table and pay for it and learn some existing office messaging systems.
term of ‘conversational commerce’. handy phrases in another language
– all just by sending messages. Operators can extend their blue sky thinking
Messaging as a Platform empowers with Messaging as a Platform; why not a
mobile operators as never before. It Further to this progression in customer smart, Wi-Fi-enabled video doorbell which
enables Application–to-Person (A2P) service and fulfilment, marketers too uses messaging to record a video message
services, the next generation messaging benefit from Advanced Messaging. They from a visitor when you are not home
tools which let organisations engage can use read receipts to tell if end-users and ‘chat’ it direct to your mobile device?
directly with end-users via alerts and have read promotional messages and Built-in AI-based intelligent assistants are
notifications, marketing and more – all where and when they read them. They great in their place but some people do
within the messaging app. This enables can embed call-to-action codes in them, not like talking out loud to their phone in
all sorts of companies to interact with giving access to previously unavailable public places – chatbots can enable that
customers in unprecedented ways – data to analyse. It all adds up to richer, same function via a messaging platform.
travellers, for example, could receive more engaging advertising content.
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In-call features like live video sharing,
image sharing, sharing any size
or format of file, location-based
information and group chat capability,
all on top of basic chat functionality.
Interactive in-call features like the
ability to share sketched images in
real-time or share sketched maps
add value. Previously unavailable
post-call functions like adding text
notes or voice messages to missed
Advanced Messaging: call notifications give users a ‘one-
stop shop’ method of engaging
accelerating in the market with their friends and family.
The Universal Profile makes this
acceleration and take-up by end-
users a much simpler exercise for
Maximising a
The new features and greater interactivity operators, simplifying the evolution
fragmented market
of SMS and voice. It opens up
as to how we talk, text, and see each that whole new realm of revenue This too is key – MNOs
other are seeing a surge forward in the possibilities but operators must have a subscriber base
think forward, accelerate their
marketplace. The enriched features that messaging strategies now or risk
which uses multiple
messaging services and
consumers can enjoy mean a more immersive missing out on those new revenues. apps but who typically have only
experience and a chance to tie them to one phone number. The majority
of the world has signed up to the
operators as more loyal users than ever. mobile network operator community
whereas they have not signed up
OPERATORS MUST THINK to any one particular OTT app.
AHEAD
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Advanced Messaging
PROS CONS
deployment models:
getting it right 01 Retain control of core service 01 Complex project,
requires expertise
Flexibility and ability to Costly in the short term,
02 integrate with other services 02 CAPEX
Another key benefit of Advanced Messaging is OWN IMS
that deployment models can be mixtures of various
approaches; operators do not need to commit entirely
01 Pay-as-you-grow model
to a single method and limit their options. For example, Fast deployment and
Deutsche Telekom is one operator that has already 02 time to market 01 Limited service flexibility
Benefit from third-party data
introduced a successful mixed deployment comprising HOSTED SERVICE
03 centre infrastructure and expertise 02 No in-premises
deployment option
in-house instant messaging services and hosted tools 04 Scope for complementing
other services e.g. VoLTE
for other geographical locations.
SHARE FILES Why should your end-users adopt operator
ON THE MOVE Advanced Messaging instead of OTT apps?
An operator messenger End-users like and
service has the key value simplicity. They
advantage of already will migrate to operator
having all users registered Advanced Messaging
on its network. OTT apps can only services because everybody they
work if a users downloads an app, know is already there – their
and they cannot interoperate with friends, their family, and even
other apps. An operator messenger people they have yet to meet.
arrives embedded directly into the
OS from the mobile provider.
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The GSMA support ADD A VOICE MESSAGE TO
A MISSED CALL NOTIFICATION
As data network speeds increase, smartphone
prices tumble, penetration soars and OTT
messaging apps proliferate, the mobile industry
cannot afford to wait with Advanced Messaging.
To exploit the existing user base and reap the
benefits, the industry must move more quickly than
it has historically with SMS, which took a number
of years to bring to a consistent global standard.
It is vital that operators introduce Advanced To find out more about
the GSMA and UP:
Messaging offerings which are entirely reliable http://www.gsma.
across networks and devices to differentiate com/network2020/
universal-profile/
themselves against the many OTT apps available.
To find out more:
http://www.gsma.com/
The GSMA has worked The GSMA has a mission By delivering network2020/ip-services/
with mobile operators to help Advanced economies of scale
from around the world Messaging progress as and interoperability,
to establish a consistent quickly as possible, rather the Universal Profile
set of principles on how best to than be restrained by a rigid and will ensure mobile operators remain
implement Advanced Messaging, time-consuming release schedule. at the heart of the communications REFERENCES:
principles that have been broken Each release will be backwards- experience. It is the next generation 1. http://www.digitaltrends.com/
down into the technical specifications compatible, ensuring the advanced of messaging and it is the right mobile/us-messaging-apps/
that form the Universal Profile. UP messaging apps can interact with time to do it. Over 500 networks,
2 http://thenextweb.com/
Release 1 will be available to operators earlier back-end and handset billions of users from the existing socialmedia/2012/01/21/number-
in November 2016 with the second software. The Universal Profile is a SMS community, Android and crunching-the-top-51-stats-for-
release, incorporating many new key building block in the construction other OS users to engage generation-y-marketers/#gref
features, to be launched in Q2 2017. of an Advanced Messaging with. Everything is in place.
proposition that delivers reliability
and reach without being rigid.
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