OMA Messaging Workshop

July 12, 2012
Brooklyn, USA

OMA to Host Messaging Workshop, Technical Leadership Luncheon
and Social Event in Brooklyn

The Open Mobile Alliance will host a Messaging Workshop during the OMA Technical Plenary in July in Brooklyn. The Workshop seeks to bring together new companies and traditional telco players to review the history and challenges associated with creating a single global messaging standard.

Participants will understand the various silos of messaging technology and how this technology interoperates or does not interoperate. Session topics for the Workshop include: OMA Overview and History of Messaging Standards, Commercial Deployment Challenges for Messaging and Using Messaging for New Applications & New Business Models.The Workshop will close with a moderated discussion between traditional messaging service providers, OTT service providers and industry analysts.

Video: Open Mobile Alliance Messaging Workshop Highlights

8:30 - 8:40Welcome & OMA OverviewMark Cataldo
Chairman of the Board, OMA

Session 1: History of Messaging Standards – Telco Point of View

8:40 - 9:00 Workshop Goal - History of Messaging Standards Has Shown Significant Operator and Customer Value

  • Is there a Goal Messaging Standard to Manage the Convergence of New IP Players and Multiple Silos of Existing Messaging Technologies?
  • Kevin Holley
    Telefonica, OMA Board Vice Chair and Workshop Convener
    Telefonica, OMA Board Vice Chair and Workshop Convener
    9:00 - 9:20History of OMA's Messaging Work from MMS to Converged IP MessagingKyung-Tak Lee
    Samsung, OMA Messaging
    Working Group Chair
    9:20 - 9:40Sharing the Experience: The Launch of RCS in Korea

  • Standards challenges that the market faced in order to see massive and immediate uptake of millions of users?
  • Jeonghoon Lee
    SK Telecom
    9:40 - 10:00GSMA's RCS Initiative and Viewing Messaging Technologies as a Service PlatformAntonella Napolitano
    Telecom Italia - Industry Relations and GSMA RCE Leadership Team Member
    10:00 - 10:20W3C's Real Time Web

  • What is the projected market landscape for Web Real Time Communication (Web RTC) and Web-based messaging services in general, and how does it relate to the market for OMA enabler-based messaging services?

  • What are the relevant standards enabling Web Real Time Communication (Web RTC) and Web-based messaging?

  • What value can network services provide in an Over-the-Top (OTT) messaging services world?

  • What are some technical and standards based approaches to realizing that value?
  • Bryan Sullivan
    AT&T - OMA Board Member
    10:20 - 11:00Break

    Session 2: Commercial Deployment Challenges for Messaging

    11:00 - 11:20Messaging Evolution: The Same, Yet Different - Bridging Yesterday, Today and Tomorrow
  • Can adherence to standards promote - not limit - innovation and differentiation?

  • Can past messaging success be preserved and expanded?

  • Orly Rapaport
    11:20 - 11:40 Cherkaoui
    11:40 - 12:00Impact of Chinese Messaging Market
  • What is happening with messaging in China and what are the implications of this for a global messaging standard?

  • What is the market potential in China for messaging as a service platform, but also Huawei's need for a global messaging standard?

  • Ben Hu
    Senior Director at Huawei's American Carrier Software and Core Network Division
    12:00 - 12:20Convergence Messaging Across Multiple Screens

    ChatOn, a True Global Mobile Communication Service
    Wuk Kim
    Director, Standards and Technology Enabling Team, Samsung
    12:20 - 12:40Understanding the Over the Top Messaging Landscape
  • Why didn't the first phase of free OTT Messaging (Instant Messaging) in the nineties and naughties kill SMS?

  • Messaging isn't just about 160 characters, but that's the only format that works across all your contacts!

  • Reviewing the OTT messaging landscape: Apple iMessage, Skype, Whatsapp, Viber, Tango, Voxer, Facebook, PingMe, Vonage, Tu Me (or is it Me Tu?), in fact messaging is embedded in many applications, web sites and services, e.g. Words with Friends, Draw Something, xbox live, PS network,, etc.

  • Understanding the business model for the current hyped up OTT apps beyond "Facebook will buy us for One Billion dollars!"

  • Alan Quayle
    12:40 - 14:00Lunch

    Session 3: Messaging for New Apps & Business Models

    14:00 - 14:20Messaging as Content Delivery and Mobile Commerce Channel
  • Discussing how SMS/MMS originally evolved as a commerce and content channel

  • Discussing impact of emerging technology on mobile content/commerce

  • Overview of Privacy concerns raised by current mobile commerce solutions (in-app, NFC, D2B, etc.) and content delivery systems/social apps (LBS, recommendation engines, etc.)

  • Discuss Mobile Lifecycle and where issues arise - such as bandwidth, interoperability, security issues, device compatibility, etc.

  • Moving towards the future and what to expect
  • Majorie Daleo
    General Manager for North America, Mobile Entertainment Forum
    14:20 - 14:40Mobile Messaging OverviewPatrick McQuown and Johnny Santo Spirito, OpenMarket
    14:40 - 15:00Messaging and Emergency ServicesPeter Musgrove
    AT&T - Messaging and Emergency
    15:00 - 15:20Mobile Collaboration for Public Safety and EnterpriseAlan Kaplan
    CTO, Drakontas
    15:20 - 15:40Dean Bubley - Disruptive Analysis
  • Where are the sources of value in messaging? Does this change with the advent of all-IP networks & smartphones?

  • Segmenting the messaging space by context & intent, rather than media type

  • The role of standards - and the role of isolated silos - in meeting user needs & behaviour

  • For sustainable revenues, operators need to focus more on design & psychology in messaging, and less on technology

  • Should operators develop their own OTT-style messaging services? And if so, how can they succeed?
  • Dean Bubley
    CTO, Drakontas
    15:40 - 16:30Break
    16:30Alan Quayle Moderates Panel Addressing Standardization Needs from Traditional Messaging Service Providers and Internet Based Messaging Systems for Mobile Applications
  • Is SMS as the lowest common denominator all we need? Is it too expensive for operators in LTE? What are the options besides SMS?

  • In the Telco world, one operator channel to all customers, in the Internet world, everything is decentralized. Does everybody have to have every messaging system in order to be accessible to everybody else, and that is the impact of this paradigm on the network?

  • Messaging is the platform for advertising campaigns and a wide variety of other applications and services. Wouldn't a global messaging standard open up the market in some what?

  • Panelists:

  • Dean Bubley, Disruptive Wireless

  • Brian Sullivan, ATT

  • Marjorie DeHey, Mobile Entertainment Forum

  • Kevin Holley, Telefonica
  • Alan Quayle