skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Ovum view

Summary

A dominant theme at Genband’s recent Perspectives16 conference in Orlando, Florida, was responding to the OTT threat in the communications space. The keynote – which focused on how telcos and other service providers must respond to this growing threat – was on point, if a bit too late because many large operators have already found ways to either combat or work with OTT players across the world. However, Genband remains focused on helping the smaller players in the industry because they can learn from the experiences of larger players such as Deutsche Telecom, Verizon, and Vodafone.

The Fring Alliance enables telcos to work like OTT players

To combat the OTT threat, Genband has laid out two key propositions to help service providers and telcos. The first comprises a variety of APIs and tools that can be easily plugged in to an existing service and added to a particular communication channel, allowing telcos to integrate another communication channel into their service (e.g. adding Skype voice to customer care). The second is the Fring Alliance, a group of telcos brought together by Genband to work on interoperable OTT-style IP services. Both are based on the Kandy platform, a variety of tools built on Genband technology.

The Kandy platform is at the heart of many of the services that Genband offers in the communications space. The platform can be customized according to service providers’ needs or offered in a bundle of APIs as a “Kandy Wrapper.” In Genband’s experience, most service providers opt for a specific set of APIs from Kandy, leading them to bundle the APIs as a convenient way to deploy and market the products to others.

As more consumers adopt OTT services, they will begin to demand the OTT experience from their business applications, customer care organizations, and telco consumer services. Therefore IP-based rich media services, such as VoIP calls and video conferencing, will become essential to the user. Service providers must keep up with the evolution of communication services either by investing in their own WebRTC- or RCS-based platforms or by using a third-party platform to quickly deploy and upgrade these services. Whether service providers invest in creating their own platform or use services offered by vendors such as Genband depends purely on internal factors (e.g. resources, long-term strategy, and customer base).

The Fring Alliance might sound similar to the GSMA’s RCS initiative, but it works off the Kandy WebRTC platform and is quicker to deploy. The alliance enables operators to offer their own branded IP communications services. At Perspectives16, Deutsche Telekom demonstrated its soon-to-be-launched immmr service and its interoperability with Airtel in India. Immmr seamlessly conducts video and chat services across networks and facilitates peer-to-peer payments. However, the success of immmr is based on its ability to be interoperable between a large number of operators globally. Details about the number of networks this service can work with are yet to be revealed.

The Fring Alliance is a step in the right direction, but it needs to move as swiftly as the OTT market in order to be competitive and cast a wider net in terms of operators. If immmr is successful in adding value for Deutsche Telekom users, we can expect similar services to ramp up to other operators worldwide.

Appendix

Further reading

Digital Economy 2025: The Future of Communications, TE0009-001524 (May 2016)

2016 Trends to Watch: Communications Services, TE0003-000894 (January 2016)

Rich Communication Summit, 2015, TE0003-000891 (January 2016)

OTT Communications Tracker: 3Q15, TE0003-000889 (December 2015)

WebRTC: An Emerging Revenue Opportunity for Telcos, TE0003-000867 (August 2015)

The Regulatory Position on Telco–OTT Partnerships, TE0007-000925 (July 2015)

Telco–OTT Partnerships Tracker: 1H15, TE0004-001033 (July 2015)

Telco–OTT Partnership Series: Netflix and Pay-TV Operators, TE0003-000805 (November 2014)

“Deutsche Telekom’s managed OTT service is a step into the future for voice,”TE0014-000398 (March 2016)

“Video, music, and social media dominate telco–OTT partnership deals,” TE0003-000829 (February 2015)

Author

Neha Dharia, Senior Analyst, Consumer Services

neha.dharia@ovum.com

Recommended Articles

  • Service Provider Markets, Consumer & Entertainment Services,...

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home

  • Internet of Things

    IoT Viewpoints 2018

    IoT Viewpoints explore the IoT opportunity in 2018 and beyond. Download our latest e-book to get our newest collection of thought leadership articles on the emerging IoT trends, technologies and opportunities.

    Topics IoT

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.

;

Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700


Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at ClientServices@ovum.com

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at pr@ovum.com

Contact marketing - 
marketingdepartment@ovum.com

Already an Ovum client? Login to the Knowledge Center now