maravedis mobile cloud study highlights

8/3/2019 Maravedis Mobile Cloud Study Highlights

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4G + Cloud=

Innovation & Profits

Mobile Cloud Global Study:

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Vendor Enabling Solutions



Maravedis Study: 4G+Cloud=What?

• STUDY FOCUS: The study is focusing on how 4G networks combinedwith cloud computing will drive a new wave of innovation and ROI

for operator content, services and applications.

SUPPLY SIDE: vendorinfrastructure, telecom

DEMAND SIDE: Operators’role in the cloud value


,

services and enablingtechnology that willallow operators to buildinternal cloudinfrastructure and deliver

mobile cloud services

, ,billing, etc.); focus on4G/LTE-WiMAX servicesand mobile services;enterprise versusconsumer cloud services,

MNOs and OTT players;ecosystem of partnershipsand alliances.



What is Mobile Cloud?

• From the end-user perspective, mobile cloud is about extendingcloud computing to mobile devices by providing the application,

processing and storage in a cloud platform rather than on thedevice.


•

Mobile cloud services are about leveraging advanced applicationand Internet capabilities of smartphones , but will also play animportant role in mainstream feature phones and the emergingcloud phone category.

• Mobile Private Cloud for Enterprise: applications on enterprise private clouds accessed by users on smartphones and tabletsthrough browsers, including through HTML5 and independent of the mobile operator.



4G + Cloud Reports

• Operator Survey/Interviews: focused on the

drivers, challenges, solutions andopportunities for mobile cloud services in 4G


.

• Vendor Profiles: Alcatel-Lucent, Cisco,

Cloudscaling, Ericsson, Hewlett-Packard,

Huawei, IBM, Jamcracker, Mavenir, NokiaSiemens Networks, ZTE and others.



Operator Study Overview

• The study is the result of multiple primary

research interviews with mobile operatorsaround the world as well as online surveys.

• Mobile cloud market forecasts anticipate


exponential growth during the next five to tenyears, but securing market opportunities presentsuncertainties as operators, partners andcompetitors all aim to control the most profitablesegments of the mobile cloud services valuechain.



Fear Uncertainty Doubt (FUD) Prevails

• Mobile Cloud Operator Report

– 77% of Mobile Operators Plan to Support MultipleDevices and Portability in 4G Networks

– Operators Challenged to Develop Profitable


Mobile Cloud Business Models & Ecosystems• Mobile Cloud Vendor Report

– IT and Telecom Vendors Racing to Deliver the

Carrier-Class Cloud Infrastructure – Uncertainty remains amongst operators on how to

enable differentiated and profitable cloud services



Mobile Cloud Dynamics

and Dimensions

Mobile

3 to 5 ScreenWorld

OTT,Amazon,

•Application & Content

•Portability

•Consumer vs. B2B Lock-in

•Future of HTML5

•Application & Content

•Business Models

•Commerce

•Partnerships


CloudApp Stores,

Dev Ecos

4G Networks,ROI, Exposing

Telecom Assets

Rackspace/OpenStack

•

Dumb/Smart Pipe•Dumb/Smart Cloud

•Horizontal OTT vs

Operator

•Network, Security, WAN

Optimization, SLAs,

Enterprise Services



Operator vs. OTT Players• The arrival of high

speed 4G networkscombined withemerging mobilecloud technology isfueling speculationthat operators can

Importance of branded mobile cloud services in competing with OTT

players (Google, Apple, Microsoft/Skype, FaceBook, etc.)


services revenuethrough uniquecapabilities andmore opendeveloperplatforms andecosystems



Business Drivers in Offering Mobile Cloud Services

Primary business drivers in offering branded mobile cloud services


• The predominant business driver in offering branded mobile services is to improve ARPU, followed by other main drivers of improving margins and reducing churn.

• While much of the industry and media attention is on the Over-The-Top (OTT) players, the survey results did not identify OTT asthe main driver or challenge for operators offering mobile cloud services in their 4G network.

• Many operators view the widespread user adoption of Apple iPhone and Google Android as an opportunity to attract and retainowners of those devices as subscribers.

• These operators consider co-opetition (cooperative competition) with OTT players Apple and Google as a critical aspect of theirstrategy going forward.



Cloud Services, Multiple

Devices and PortabilityPlans to support multiple devices and portability of applications, services

and content (smartphone, tablet, PC, TV)


•

One of the biggest factors impacting the user experience in upcoming years will bethe support of multiple devices and the portability of applications, services andcontent among these devices.

• As for planned offerings, social networking/messaging was the top ranked mobilecloud services.



Enterprise Mobile Cloud ServicesSignificance of enterprise market to return on investment


• Many operators and their vendors are focusing their mobile cloudefforts on the enterprise business market, which is expected to

represent the larger and more profitable revenue opportunity formobile operators.

• Key verticals for mobile cloud include health, utilities, government,and transport.



Dumb Pipe/Smart Pipe … Dumb Cloud/Smart Cloud

• Mobile operators have to be careful not to try to

fix their ‘dumb pipe’ problem with a ‘dumb cloud’solution by racing into commodity cloud servicesthat are providing very low margins and lacking


-

• Many operators and their vendors are focusingtheir mobile cloud efforts on the enterprisebusiness market, which is expected to representthe larger and more profitable revenueopportunity for mobile operators



Infrastructure & Enabling Technology• The key question and uncertainty for operators is defining what a carrier-

class cloud platform is and what infrastructure and technology is needed

to truly enable differentiated cloud services.• The wild card in the equation for developing operator cloud technology is

in the use of OpenStack, the open source cloud platform that is attractingthe attention of many vendors and operators as the foundation forbattling Amazon and Google in cloud services.


•

While the vendors are taking different approaches to enable the operatorcloud, the common theme is that the network is essential in enablingcarrier-class cloud services to support real-time applications andenterprise cloud services with service level guarantees.

• Telecom vendors are focused on exposing, or enabling the use of networkassets and unique telecom capabilities to allow the operator and itspartners to develop more robust and differentiated cloud services tocompete against Amazon, Google and other public cloud providers.



Mobile Cloud Infrastructure & Enabling Technology

“Most of the telecom

vendors are focused onexposing network assets and

unique telecom capabilities

to create more robust and

“While the vendors are

taking different approaches

to enable the operator cloud,

the common theme is the

network is essential in

-


differentiated cloud services

to compete against Amazon,

Google and other public

cloud providers.”

services to support real-timeapplications and enterprise

cloud services with service

level guarantees.”

Bill Lesieur, Cloud Analyst Adlane Fellah, Research Director



Vendor Profile Summary Points

• While IT vendors IBM and HP have both

developed comprehensive cloud architecturesand broad portfolios for telecom operators, HPhas teamed with Alcatel-Lucent to create acombined IT and network a roach.


• Alcatel-Lucent is distinguishing itself as the firsttelecom vendor to announce a carrier-class cloudarchitecture and platform for telecom operators.

•

Ericsson and Nokia Siemens Networks have notyet announced comprehensive cloud strategiesand end-to-end platforms for telecom operators.




• Chinese vendors Huawei and ZTE have both launched

cloud strategies that include devices, connectivity, andcloud services.

• However, Huawei is primarily focused on enabling


,

more focused on expanding its enterprise businesswith cloud solutions.

• Since China will ultimately have the highest demand

worldwide for cloud services and data storage, Huaweiand ZTE are well positioned to become major cloudplayers based on their domestic market alone.




• Although Cisco is not always top-of-mind in

the cloud market, the company is aggressivelypromoting the role of Cisco networking and

‘ ’


cloud computing.

• Cisco is a cloud provider with its WebEx

services, and is moving into cloud provisioningwith its newScale acquisition.




• Meanwhile, smaller firms are moving to

challenge the incumbent vendors.

• Cloudscaling, for example, is offering an


own commodity server platform and open

source cloud software. Cloudscaling has

implemented KT’s (Korea Telecom) cloudplatform and program.




• Leveraging its distribution partner relationship

with IBM, Jamcracker is leading the emergingcloud services brokerage market and leveragingIBM to support its global expansion.


•

Mavenir is a mobile IMS core systems platformvendor offering cloud-based applicationssolutions to be implemented prior to a full-scaleIMS infrastructure implementation.

• Mavenir has OEM partner agreements withEricsson, IBM, and Cisco.




• Overall, the vendors believe the operators need helpwith developing cloud strategies, business models,developer ecosystems and partnerships, so all thevendors are aggressively marketing professionalservices offerings.


• oo ng eyon en erpr se c ou serv ces, mosvendors have future plans to develop specialized cloudsolutions for machine-to-machine and vertical sectors.

• In parallel with operator cloud platforms, telecom

vendors are also developing cloud- RAN technology,which includes applying cloud computing principles tothe mobile network architecture and equipment.



Author: Bill Lesieur, [email protected]

Sales: +1 (305) 992-3196

Sales: [email protected]

Info: [email protected]

BROADBAND WIRELESS INTELLIGENCEwww.maravedis-bwa.com © Copyright All Rights Reserved 2012 Maravedis Inc.BROADBAND WIRELESS INTELLIGENCEwww.maravedis-bwa.com © Copyright All Rights Reserved 2011 Maravedis Inc.

Website: www.maravedis-bwa.com

maravedis mobile cloud study highlights

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