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OTT Communication Services

Market report - 20/12/2016 OTT Communication Services

VoIP, IP Messaging, Social Networking, Unified Communication and CPaaS

This report provides an in-depth analysis of the OTT communications market, both through figures and forecasts of market value (global, EU28, APAC and US), and through strategic analyses of the major players concerned.

The VoIP market (e.g., Microsoft Skype), the IP messaging market (e.g., WhatsApp), a portion of the social networking advertising market (e.g., Facebook), Unified Communications (e.g., Cisco) and Cloud communications markets (e.g., Twillio) make up the OTT communication market. The dynamics of each of these market segments are examined as well.
The various business models that have appeared, the platform strategies of different types of players, and the recent trends of acquisitions in the market, are also analysed.
One of the key analyses in this report is the comparison with the telco communications market. The myth of 'OTTs taking away telco revenues' is scrutinised, together with the effectiveness of the responses available to telcos, as well as the future path towards VoLTE.

Main players mentioned in the report:
OTT players: Google, Facebook, Microsoft, Skype, WhatsApp, WeChat, LINE, Kakao Talk, Viber, Tango, Rakuten, Twillio, Avaya, Cisco, Tropo.
Telcos: Orange, Telefonica, AT&T, Deutsche Telekom, TIM Brazil, Swisscom, Verizon, Vodafone


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1. Executive Summary

2. Methodology & main concepts
 2.1. General methodology of IDATE's reports
 2.2. Main Concepts

 2.2.1. VoIP (including video over IP)
 2.2.2. IP messaging
 2.2.3. Social networks
 2.2.4. Unified Communications
 2.2.5. Cloud communications platforms / CPaaS (Communications Platform as a Service)
 2.2.6. Business Models

3. Communication markets
 3.1. Overview
 3.2. VoIP

 3.2.1. Market size
 3.2.2. Market structure / ecosystem
 3.3. IP messaging
 3.3.1. Market size
 3.3.2. Market structure / ecosystem
 3.4. Social networks
 3.4.1. Market size
 3.4.2. Market structure / ecosystem
 3.5. Unified Communications
 3.5.1. Market Size
 3.5.2. Market Structure / Ecosystem
 3.6. Cloud Communications Platforms / CPaaS
 3.6.1. Market Size
 3.6.2. Market Structure / Ecosystem

4. OTT player strategies
 4.1. Overview   
 4.1.1. Comparison of Players  
 4.1.2. Aggregation of communication services by OTTs  
 4.2. Google 
 4.2.1. The Complete Package by Google
 4.2.2. Rich Communication Services (RCS)
 4.2.3. Strategy   
 4.3. Facebook  
 4.3.1. Messaging 
 4.3.2. Voice
 4.3.3. Messenger Platform for eCommerce
 4.3.4. Facebook Workplace  
 4.3.5. Strategy   
 4.4. Microsoft
 4.4.1. Voice and Instant Messaging Now Through Skype 
 4.4.2. Emailing   
 4.4.3. Skype for Business  
 4.4.4. Strategy   
 4.5. WhatsApp
 4.5.1. Messaging and Voice 
 4.5.2. Business Model
 4.5.3. Strategy  
 4.6. WeChat  
 4.6.1. Messaging nd Voice
 4.6.2. Platform strategy 
 4.7. Cisco
 4.8. Twilio

5. Telco positioning
 5.1. Why are the telcos concerned?
 5.2. The main strategic reactions by the telcos

 5.2.1. Prohibit OTT applications on the network
 5.2.2. Bundling; Unlimited or Abundant Packaged offers
 5.2.3. Partnerships with OTT providers
 5.2.4. Provision of telco-OTT
 5.2.5. GSMA-led RCSe initiative
 5.3. Other telco initiatives

6. Conclusion / Strategic Analysis
 6.1. OTT communication has minimal impact on telco revenues
 6.2. OTT communication services as part of the platform strategy

  6.2.1. Consumer Market
  6.2.2. Business Market
 6.3. Various OTT strategies required to address country characteristics
 6.3.1. Case study of Spain; the lesser-known impact of LINE in Spain
 6.3.2. Case study of France; where the merits of IP messaging are seen as less attractive
 6.3.3. Mobile VoIP yet to see the same levels of penetration as messaging
 6.4. Telcos’ focus towards VoLTE
Tables
Table 1: OTT communication services provided by OTTs
Table 2: Skype finances, 2007 to 2010 (pre-acquisition by Microsoft)

Figures
Figure 1: The WebRTC site, maintained by Google's Chrome team  
Figure 2: OTT communication service business models and examples of adopters  
Figure 3: OTT communication services market worldwide, 2012-2020  
Figure 4: Regional shares of the OTT communication services market, 2016 and 2020  
Figure 5: Breakdown of the global OTT communications market by segment, 2016 and 2020
Figure 6: OTT VoIP market worldwide, 2012-2020   
Figure 7: Regional shares of the VoIP market, 2016 and 2020  
Figure 8: OTT IP messaging market worldwide, 2012-2020  
Figure 9: Regional shares of IP messaging market, 2016 and 2020 
Figure 10: Active users of messaging / chat / VoIP services, as of January 2016  
Figure 11: Social networking communication market worldwide, 2012-2020
Figure 12: Regional shares of the social networking communication market, 2016 and 2020 
Figure 13: Leading social networks worldwide as of January 2016, by active monthly users  
Figure 14: Unified communications market size 2014-2020  
Figure 15: Overview of the main players on the professional unified communications market   
Figure 16: CPaaS market size 2014-2018  
Figure 17 : The CPaaS market structure; increasing involvement of major traditional communication players  
Figure 18: OTT communication service provider categories and examples
Figure 19: Video-calling option within Facebook Messenger   
Figure 20: Google G Suite for business users  
Figure 21: Google Hangout Website 
Figure 22 : Google Allo (left) and Duo (right) Apps
Figure 23: Instant Video inside a live chat in Facebook Messenger  
Figure 24: Messenger Business Chat (left) and chatbot (right)  
Figure 25 : Direct purchase within Messenger  
Figure 26: Workplace by Facebook   
Figure 27: Message displayed by Windows Live Messenger on the download page
Figure 28 : Skype for Business  
Figure 29: The WhatsApp application 
Figure 30: WeChat application
Figure 31: Main features of the WeChat app  
Figure 32: WeChat connection platform   
Figure 33 : Cisco Spark UCaaS solution 
Figure 34 : Uber is an oft used example of a major tech company integrating Twilio   
Figure 35 : Twilio's two-factor authentication product  
Figure 36 : Twilio offers simple pay-as-you-go pricing, focusing on scalability   
Figure 37: The value flow with and without OTT communication providers   
Figure 38: Orange 'Livebox Zen' STB offer, including fixed VoIP 
Figure 39 : Sosh (by Orange) with unlimited SMS and at least two hours free calling  
Figure 40: TU Go for Web interface, by Telefónica   
Figure 41: TU Go, by Telefónica 
Figure 42: The Orange Libon app
Figure 43: Sosh (by Orange) tariffs which include the use of Libon 
Figure 44: How to set up a video chat with appear.in  
Figure 45: appear.in apps for iOS and Android phones
Figure 46: Skyway WebRTC platform  
Figure 47: Scenarios with AT&T Enhanced WebRTC API 
Figure 48 : AT&T Enhanced WebRTC Pricing  
Figure 49 : Google technology for the RCS ecosystem via Jibe
Figure 50: AT&T offer in unified communications
Figure 51: The Swisscom telco-OTT iO app  
Figure 52: Verizon Messages app
Figure 53: Potential in communications areas
Figure 54: Total telco communication vs OTT communication revenues, 2012-2020 (Billion EUR)
Figure 55: Mobile revenue growth: impact of MTR, roaming GDP
Figure 56: Breakdown of the global OTT communications market by segment, 2016 and 2020   
Figure 57: OTT communication services as part of a broader platform strategy 
Figure 58: Stickers and games from WeChat
Figure 59: Medical retailer selling goods within WeChat  
Figure 60 : UC service providers involved in CPaaS
Figure 61: Penetration of IP messaging and dominant providers in 11 selected countries   
Figure 62: The original LINE character 'Moon' (left), and the Brazilian version (right)
Figure 63: Reasons for not using mobile VoIP 
Figure 64: Joyn timeline to failure
Figure 65: Three InTouch app for Wi-Fi calling
Figure 66: WLAN Call by Deutsche Telekom Germany
OTT players
• Alibaba
• Apple
• Avaya
• Cisco
• Facebook
• Google
• Kakao Talk
• LINE
• Microsoft
• Rakuten
• Skype
• Tango
• Tropo
• Twilio
• Viber
• WeChat
• WhatsApp

Telcos
• AT&T
• Deutsche Telekom
• Orange
• Swisscom
• Telefónica
• TIM Brazil
• Verizon
• Vodafone
• Introduction: the communication market's key figures and messages
• Total consumer OTT communications market to reach 24.1 billion EUR by 2020
• Large regional discrepancies, depending on communication segment
• OTT communications have little revenue impact when compared to the telco market
• Doubts remain over business models of VoIP and IP messaging services
Rapid growth of the business OTT market, with the CPaaS market skyrocketing
• Various business models; successful revenue generation in the Southeast Asia
• OTT communication services as part of the platform strategy
• Telcos are required to invest in their networks, whereas OTTs are not
• The five main telco strategies in response to the rising OTT
Telcos’ focus has switched from RCSe (Joyn) towards VoLTE
• Strategies need to be adapted locally depending on OTT penetration levels
See full list of publications related to Telecom Strategies



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