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Advanced Communications the Next Generation of Keeping in Touch 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: #network2020 THE NEXT GENERATION OF KEEPING IN TOUCH INTRODUCTION 01 How we can keep in VOICE AND SMS Advanced Communications touch – with Advanced HAS CHANGED Communications The next generation Advanced Communications represents the next level of of keeping in touch 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 Trillions of SMS and instant messages, tens of trillions video, video calling and file sharing across devices on any network of minutes of voice calls, more sharing and connected and enables new, richer interaction SHARE PICTURES, LOCATION experiences. And the best bit OR SWITCH TO VIDEO interaction than we could ever have imagined. But we 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 We use different WHAT IS IT? OF MESSAGES 47 global mobile TRILLIONS applications, operators are It is the next evolution of how messaging clients and launching these we talk, text, and see each other. & TENS OF TRILLIONS networks. Wouldn’t services to a Rich Communications Services, OF MINUTES it be great if we combined subscriber base or RCS, has been around in the could have all of our family, friends representing 4.7 billion mobile industry for some time, and and work contacts all together in users. Based on the GSMA’s Rich Advanced Communications is the next iteration of RCS. This e-book one place, already connected to us Communication Service (RCS) focuses on the role Advanced via our existing number, without the specification, these services are Messaging can play in an need to find out what app they use already supported by more than or what social network they are on? operator’s strategy for developing 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. gsma.com/network2020 ADVANCED COMMUNICATIONS: #network2020 THE NEXT GENERATION OF KEEPING IN TOUCH 02 What is the The UP specification deals with the network and embedded handset functionality. To achieve this, the GSMA has worked with operators globally and leading Universal Profile? vendors developing a single UP specification Release 1, published November 2016, to build messaging services. It will include core features including capability discovery, The Universal Profile (UP) chat, group chat, file transfer, audio messaging, video 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 LOCATION to ratchet all this up and down within a 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. gsma.com/network2020 ADVANCED COMMUNICATIONS: #network2020 THE NEXT GENERATION OF KEEPING IN TOUCH 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 their messaging and real-time communications evolving SMS to the next 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 in a large connected sea. Consumers mobile network operators have 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 friend, family and work contacts all of 4.7 billion active users. Ten of the SHARE world’s largest handset manufacturers utilizing the same downloaded app. & LOCATION 23 MINUTES 23 SECONDS A DAY ON have also committed to UP. MESSAGING APPS gsma.com/network2020 ADVANCED COMMUNICATIONS: #network2020 THE NEXT GENERATION OF KEEPING IN TOUCH 04 OF GENERATION Y USE TWO OR MORE DEVICES WHILE WATCHING TV The opportunity 80% 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 are in decline and new revenues can be made by Messaging represents to OTT apps is steady, but at some 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 communications services. These services include in which end-users are connected. MNOs retain the vast majority of that 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. including time, date and location of when message were in the world is still SMS. Every OTT 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, 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 Y 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 Estimated RCS Messaging Volume, 2014 - 2020 of a mobile-first mindset. It is also 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 10,441 the business leaders of tomorrow.
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