1、1 Opportunities and challenges of 5G New CallingOPPORTUNITIES AND CHALLENGES OF 5G NEW CALLING Caroline Gabriel,Aisha IqbalMarch 2023Analysys Mason Limited.Registered in England and Wales with company number 05177472.Registered office:North West Wing Bush House,Aldwych,London,England,WC2B 4PJ.We hav

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6、Usage is subject to the terms and conditions in our copyright notice.Analysys Mason does not endorse any of the vendors products or services.Analysys Mason is grateful for all inputs during the research and preparation of this paper,including discussions with China Mobile and Ita Unibanco.1.Executiv

7、e summary 32.The market context 43.The end-user market opportunity for 5G New Calling 53.1 End-user behaviour in developed markets 53.2 Enterprises appetite for 5G New Calling 63.3 Business models and case studies 94.5G New Calling faces several challenges that will affect its wider adoption 104.1 P

8、roviders of 5G New Calling should learn the lessons of RCS 104.2 5G New Calling could help operators to create a wider ecosystem 114.3 Advantages of 5G New Calling over OTT applications 125.The evolution of 5G New Calling 135.1 Key 5G New Calling components and their evolution 135.2 Expanding and en

9、riching the 5G New Calling ecosystem 146.A case study in 5G New Calling from China Mobile 157.Recommendations 167.1 Business case recommendations 167.2 Ecosystem recommendations 168.About the authors 17Contents3 Opportunities and challenges of 5G New CallingThe objective of the emerging 5G New Calli

10、ng is to transform the user experience of voice calls.Voice is the longest-established mobile service and remains crucial to operator business models,as well as a widening range of consumer and business applications.User expectations of the quality of mobile voice continue to rise and this drives th

11、e need for native voice services such as 5G New Calling.With 5G New Calling a call can be carried over a 4G/5G network.The high bandwidth and low latency of a 5G network provides users with high-definition and immersive audio and video communications,compared with a 4G network.User experience is enh

12、anced because 5G New Calling uses 3GPP defined and standardized data channels that are established by the IP multimedia subsystem(IMS).The IMS data channels enable advanced interactivity features such as rich media displays,augmented reality(AR)/virtual reality(VR),video clips,etc.5G New Calling enh

13、ances the user experience,facilitates the adoption of new services and crucially provides unique added-value features,compared with those of over-the-top(OTT)applications which have significantly eroded mobile voice revenue.Overall,5G New Calling provides operators with the opportunity to deliver a

14、better user experience,and so generate additional revenue and reduce churn rate.Pilot use cases for 5G New Calling include real-time translation,customer support,telemarketing,and remote home assistance/damage estimation/repair installation.Most recently,China Mobile Jiangsu,China Mobile Zhejiang an

15、d China Mobile Guangdong engaged customers to test out several 5G New Calling features in time for the 2023 Chinese New Year,including using a personal avatar,real-time translation,emojis and filters.Filters refer to the imposition of virtual images such as glasses on the user.Enterprises will be a

16、key target for the advanced communications enabled by 5G New Calling.Analysys Mason conducted surveys in 2022 related to a key use case for 5G New Calling,customer support operations.The surveys addressed 501 private and public sector organisations and 4000 consumers in four countries(France,Germany

17、,Spain and the UK)and revealed a significant appetite for customer support services that relied on advanced multimedia communications.Key survey findings will be discussed in chapters 3.1 and 3.2.However,momentum behind 5G New Calling risks being limited due to the limited success of VoLTE(voice ove

18、r LTE)and strong attractiveness of OTT applications.It will be important to convince consumers that 5G New Calling has many advantages over OTT applications,which previous technologies lacked.For example,5G New Calling is capable of providing real-time interactions,and deploying new services and fea

19、tures which require high bandwidth and low latency.5G New Calling will require a broad ecosystem to gain widespread awareness and adoption,and to develop compatible devices.To achieve wide adoption,operators need to raise customer awareness of the benefits of this service,and collaborate with vendor

20、s to accelerate the development of compatible devices.Vendors can help to boost confidence and adoption by demonstrating successful use cases with tangible revenue-generating potential to operators.Encouraging developers to participate in the ecosystem via an open application programming interface(A

21、PI)will help to broaden the range of services available and to prevent fragmentation.Executive summary4 Opportunities and challenges of 5G New CallingRevenue for cellular voice and messaging services has been significantly affected by the introduction of OTT applications:mobile voice revenue has dro

22、pped by over 70%worldwide since 2008(from approximately USD557 billion to USD167 billion).1 Operators still offer voice services,but these services do not contribute to revenue growth and operators have been slow to implement 4G VoLTE networks.Key factors for a 5G New Calling ecosystem include inter

23、national standards,carrier support strategies,network construction plans,terminal support,access to a wide range of applications and the implementation of various appealing marketing campaigns to stimulate user demand.Amongst this the first step for operators to guide the industry successfully and e

24、ffectively is securing large scale terminal support.Further,industry guidance requires adequate mobilization which is dependent on consensus being reached amongst all industry sectors.Cost investments and gathering the support of operators,network manufacturers and terminal manufacturers in line wit

25、h international and industry standards are critical to achieving this.The poor competitive performance of services such as VoLTE against OTT applications is likely to be a factor limiting operator enthusiasm for 5G New Calling.However,5G New Calling is different from typical cellular voice and messa

26、ging services.The high bandwidth and low latency of a 5G network provides users with high-definition and immersive audio and video communications,while IMS data channels enable advanced interactivity features such as enhanced interactivity and rich content.Functionality is installed on the mobile de

27、vice.As such,5G New Calling enhances the user experience and supports the adoption of new services such as AR.It must be noted that advanced 5G New Calling features with superior experience such as AR will only be enabled by a 5G SA network.5G New Callings provision of a better calling experience ma

28、y encourage its take-up over other services such as voice over internet protocol(VoIP),generate revenue via value-added services(VAS)and contribute to lower churn rates for operators.2.The market context The objective of the emerging 5G New Calling is to transform the user experience of voice calls.

29、1 Analysys Mason,DataHub(2023)5 Opportunities and challenges of 5G New Calling3.1 End-user behaviour in developed marketsConsumers in developed markets prefer to use OTT applications for communication.According to Analysys Masons 2022 consumer survey(Figure 3.1),WhatsApp and Facebook are the most po

30、pular social media communication services and are used by more than 50%of respondents in France,Germany,Spain and the UK.2 5G New Calling aims to combine many of the benefits of traditional forms of communication(voice calls)with the richer feature set that consumers now expect from their use of OTT

31、 applications such as emojis.3.The end-user market opportunity for 5G New CallingWhatsApp and Facebook are the most popular social media communication services and are used by more than 50%of respondents in France,Germany,Spain and the UK.2 See Analysys Masons Consumer survey(2022)(n=1000 per countr

32、y).Figure 3.1:OTT communication and social media application penetration,by country,2022 Source:Analysys Mason0%5%10%15%20%25%30%Quicker time toresolutionShorter waittimes forcustomersReduced callvolumesDecreasedlabour costsfor customersupportagentsDecreasedexpenditure on customersupportsolutionImpr

33、oved firstcall resolutionPercentage of organisations0%10%20%30%40%50%60%70%80%90%Screen sharingFacial recognitionEnterprise caller IDForm fillingPaymentLocation sharingSmart menuSpeech to text translationSpeech to speech translationAccessibilityExpert support via video callDesignated support agentPe

34、rcentage of organisationsVery Important+Important0%10%20%30%40%50%60%70%Screen sharingFacial recognitionEnterprise caller IDForm fillingPaymentLocation sharingSmart menuSpeech-to-text translationSpeech-to-speech translationAccessibilityExpert support via video callDesignated support agentPercentage

35、of organisationsAlready implementedImplementing0%5%10%15%20%25%30%35%40%45%CompletelysatisfiedMostlysatisfiedSomewhatsatisfiedNeithersatisfied nordissatisfiedSomewhatdissatisfiedMostlydissatisfiedCompletelydissatisfiedPercentage of respondents77%of enterprises that are completely or mostly satisfied

36、 with their customer support are interested in upgrading their contact centre solutions.0%10%20%30%40%50%60%70%80%MessagingFile sharingFree voice callsVoice messagesVideo callsShorts or storiesLocation sharingGamesOnline purchasesSending moneyCustomer supportFollowing influencersPaid-for voice calls

37、OtherPenetration of most-used featuresFranceGermanySpainUK0%10%20%30%40%50%60%70%80%90%100%FBWhats AppFB MessengerInstagramTwitterSkypeSnapchatFaceTimeTikTokiMessageTelegramZoomPercentage of OTT and socialmedia app penetrationFranceGermanySpainUK6 Opportunities and challenges of 5G New CallingOTT co

38、mmunication applications replace traditional voice calls and messages,but they also have more advanced communication features(voice messages,emojis,location sharing,etc.).For example,video calls are now almost as popular as free voice calls(Figure 3.2).5G New Calling caters to this demand for advanc

39、ed communication by supporting video calls and surpassing the feature sets offered by OTT applications.3.2 Enterprises appetite for 5G New CallingCase study:Banco Ita UnibancoBanco Ita Unibanco S.A.is the largest private sector bank in Brazil(and in Latin America)with 56 million customers.The value

40、of its assets exceeded BRL2 trillion(USD380 billion)at the end of 2021.It currently uses a wide range of customer engagement channels including email,social media,web chat,WhatsApp,phone calls and face-to-face interactions in its physical bank branches.Phone calls to Itas contact centre remain the m

41、ost-used channel.Ita currently employs around 20 000 agents in its contact centres to resolve incoming issues and to carry out marketing campaigns.Ita has already introduced automation in the form of self-service portals on its smartphone applications,including app Ita(which targets individual custo

42、mers)and on(investment products),which together are used by approximately 17 million customers each month.Self-service channels are a fraction of the cost of live agents per customer session and have no capacity constraints in terms of handling incoming traffic.However,the applications cannot addres

43、s all the issues encountered by customers that reach out to the contact centre expecting issues to be resolved on a call.Furthermore,contact centre agents do not have access to a complete picture of the customer journey;rather,they only have access to a restricted view of the clients Self-service ch

44、annels are a fraction of the cost of live agents per customer session and have no capacity constraints in terms of handling incoming traffic.Figure 3.2:Penetration of the most used features on OTT communication and social networking applications,by country,2022 0%5%10%15%20%25%30%Quicker time toreso

45、lutionShorter waittimes forcustomersReduced callvolumesDecreasedlabour costsfor customersupportagentsDecreasedexpenditure on customersupportsolutionImproved firstcall resolutionPercentage of organisations0%10%20%30%40%50%60%70%80%90%Screen sharingFacial recognitionEnterprise caller IDForm fillingPay

46、mentLocation sharingSmart menuSpeech to text translationSpeech to speech translationAccessibilityExpert support via video callDesignated support agentPercentage of organisationsVery Important+Important0%10%20%30%40%50%60%70%Screen sharingFacial recognitionEnterprise caller IDForm fillingPaymentLocat

47、ion sharingSmart menuSpeech-to-text translationSpeech-to-speech translationAccessibilityExpert support via video callDesignated support agentPercentage of organisationsAlready implementedImplementing0%5%10%15%20%25%30%35%40%45%CompletelysatisfiedMostlysatisfiedSomewhatsatisfiedNeithersatisfied nordi

48、ssatisfiedSomewhatdissatisfiedMostlydissatisfiedCompletelydissatisfiedPercentage of respondents77%of enterprises that are completely or mostly satisfied with their customer support are interested in upgrading their contact centre solutions.0%10%20%30%40%50%60%70%80%MessagingFile sharingFree voice ca

49、llsVoice messagesVideo callsShorts or storiesLocation sharingGamesOnline purchasesSending moneyCustomer supportFollowing influencersPaid-for voice callsOtherPenetration of most-used featuresFranceGermanySpainUK0%10%20%30%40%50%60%70%80%90%100%FBWhats AppFB MessengerInstagramTwitterSkypeSnapchatFaceT

50、imeTikTokiMessageTelegramZoomPercentage of OTT and socialmedia app penetrationFranceGermanySpainUKSource:Analysys Mason7 Opportunities and challenges of 5G New Callingimmediate issue.For instance,for customers enquiring about banking services,the live agent does not know how long the customer has be

51、en with the bank,which products the client has either purchased or expressed an interest in,or other issues that they may have raised on previous calls.Consequently,despite a moderately high level of adoption of self-service portals,Ita still faces the challenge of improving its first-call resolutio

52、n rate.Analysys Mason conducted an enterprise survey of 501 private and public sector organisations in July 2022 in four countries(France,Germany,Spain and the UK)to get their views about operators contact centre/customer support solutions.The survey focused on organisations in the finance/insurance

53、,healthcare and retail verticals.The survey shows that only 54%of businesses were mostly or completely satisfied with their current customer operations,which suggests that there is room for improvement(Figure 3.3).In particular,enterprises that indicated that they were completely or mostly satisfied

54、 are also extremely or very interested in upgrading their contact centre solutions(77%of a subset of 270 respondents).This indicates that enterprises recognise the benefits of efficient customer support operations and want to invest further to improve customer experience.Fraud prevention is one prom

55、inent issue that cannot be automated in the banks smartphone application.Customers must ring up the contact centre to talk with an agent to certify genuine transactions.It would be more-efficient to introduce a biometric verification that can be initiated within the smartphone application or is nati

56、vely accessible from the voice call made to the contact centre.This would also create a more-immersive customer experience.Over the next 2 to 3 years,Ita plans to increase automation to improve the handling of customer enquiries and issues,to mitigate or eliminate the broken multi-channel experience

57、,and to increase the number of offers available and sold through digital channels.These efforts will ultimately result in a higher Net Promoter Score(NPS),which is currently 78.Several real-estate companies in Sweden have stated that a unified network with one contact point is the only relevant opti

58、on for indoor infrastructure,even if multiple MNOs are interested in the location.Figure 3.3:Percentage of organisations by satisfaction level with current customer support operations,2022 0%5%10%15%20%25%30%35%40%45%CompletelysatisfiedMostlysatisfiedSomewhatsatisfiedNeithersatisfied nordissatisfied

59、SomewhatdissatisfiedMostlydissatisfiedCompletelydissatisfiedPercentage of respondents77%of enterprises that are completely or mostly satisfied with their customer support are interested in upgrading their contact centre solutions.Source:Analysys Mason8 Opportunities and challenges of 5G New CallingE

60、nterprises two most-cited reasons for upgrading their customer support operations were to provide a quicker time-to-resolution and shorter wait times(Figure 3.4).A quicker-time-to-resolution was considered to be the most important driver by those businesses that are satisfied with their current cust

61、omer support solutions.The following features for customer support operations were cited by enterprises as either important or very important:enterprise caller identification(ID),designated support agents,a smart menu,and payment and video calls(Figure 3.5).In particular,enterprise caller ID and sma

62、rt menus are among the five most-essential customer support features across France,Germany,Spain and the UK.Importantly,all are available through 5G New Calling.Enterprises two most-cited reasons for upgrading their customer support operations were to provide a quicker time-to-resolution and shorter

63、 wait times.Figure 3.4:Percentage of organisations by drivers to upgrade their customer support operations,2022 Figure 3.5:Percentage of organisations by level of importance of the customer support operations features,20220%5%10%15%20%25%30%Quicker time toresolutionShorter waittimes forcustomersRedu

64、ced callvolumesDecreasedlabour costsfor customersupportagentsDecreasedexpenditure on customersupportsolutionImproved firstcall resolutionPercentage of organisations0%10%20%30%40%50%60%70%80%90%Screen sharingFacial recognitionEnterprise caller IDForm fillingPaymentLocation sharingSmart menuSpeech to

65、text translationSpeech to speech translationAccessibilityExpert support via video callDesignated support agentPercentage of organisationsVery Important+Important0%10%20%30%40%50%60%70%Screen sharingFacial recognitionEnterprise caller IDForm fillingPaymentLocation sharingSmart menuSpeech-to-text tran

66、slationSpeech-to-speech translationAccessibilityExpert support via video callDesignated support agentPercentage of organisationsAlready implementedImplementing0%5%10%15%20%25%30%35%40%45%CompletelysatisfiedMostlysatisfiedSomewhatsatisfiedNeithersatisfied nordissatisfiedSomewhatdissatisfiedMostlydiss

67、atisfiedCompletelydissatisfiedPercentage of respondents77%of enterprises that are completely or mostly satisfied with their customer support are interested in upgrading their contact centre solutions.0%10%20%30%40%50%60%70%80%MessagingFile sharingFree voice callsVoice messagesVideo callsShorts or st

68、oriesLocation sharingGamesOnline purchasesSending moneyCustomer supportFollowing influencersPaid-for voice callsOtherPenetration of most-used featuresFranceGermanySpainUK0%10%20%30%40%50%60%70%80%90%100%FBWhats AppFB MessengerInstagramTwitterSkypeSnapchatFaceTimeTikTokiMessageTelegramZoomPercentage

69、of OTT and socialmedia app penetrationFranceGermanySpainUK0%10%20%30%40%50%60%70%80%90%Screen sharingFacial recognitionEnterprise caller IDForm fillingPaymentLocation sharingSmart menuSpeech to text translationSpeech to speech translationAccessibilityExpert support via video callDesignated support a

70、gentPercentage of organisationsVery Important+Important0%10%20%30%40%50%60%70%Screen sharingFacial recognitionEnterprise caller IDForm fillingPaymentLocation sharingSmart menuSpeech-to-text translationSpeech-to-speech translationAccessibilityExpert support via video callDesignated support agentPerce

71、ntage of organisationsAlready implementedImplementing0%5%10%15%20%25%30%35%40%45%CompletelysatisfiedMostlysatisfiedSomewhatsatisfiedNeithersatisfied nordissatisfiedSomewhatdissatisfiedMostlydissatisfiedCompletelydissatisfiedPercentage of respondents77%of enterprises that are completely or mostly sat

72、isfied with their customer support are interested in upgrading their contact centre solutions.0%10%20%30%40%50%60%70%80%MessagingFile sharingFree voice callsVoice messagesVideo callsShorts or storiesLocation sharingGamesOnline purchasesSending moneyCustomer supportFollowing influencersPaid-for voice

73、 callsOtherPenetration of most-used featuresFranceGermanySpainUK0%10%20%30%40%50%60%70%80%90%100%FBWhats AppFB MessengerInstagramTwitterSkypeSnapchatFaceTimeTikTokiMessageTelegramZoomPercentage of OTT and socialmedia app penetrationFranceGermanySpainUKSource:Analysys MasonSource:Analysys Mason9 Oppo

74、rtunities and challenges of 5G New CallingOver half of all surveyed enterprises had begun to implement or were planning to implement enterprise caller ID,designated support agents,a smart menu,payment and video calls within their customer support operations(Figure 3.6).As such,5G New Calling is like

75、ly to be an attractive means of implementing these features.3.3 Business models and case studiesThe commercial model for 5G New Calling can incorporate many possible charging methods such as charging by service duration(that is,minutes)or bundling 5G New Calling within existing monthly plans,so that

76、 no data fees are applied.However,5G New Calling is currently only in trial phases,and so its tariff model is still being explored,with no confirmed long-term model.One potential commercial model of this service for consumers may involve additional features such as translation being charged separate

77、ly and for enterprise customers a base fee,an additional features fee and a usage fee.Pilot use cases for 5G New Calling include real-time translation,customer support,telemarketing and remote home assistance/damage estimation/repair installation.Most recently,China Mobile Jiangsu,China Mobile Zheji

78、ang and China Mobile Guangdong engaged customers to test out several 5G New Calling features in time for the 2023 Chinese New Year,including:the ability to send a personal avatar to another caller on a voice call to enhance human interactions and connection.video calls,which provide consumers and en

79、terprises with more-convenient services such as customer support.real-time translation(speech-to-text/speech-to-speech),which enables barrier-free communication and increasing accessibility.the use of virtual avatars,emojis and filters to convey emotional significance.The commercial model for 5G New

80、 Calling can incorporate many possible charging methods such as charging by service durationFigure 3.6:Percentage of organisations by implementation status of customer support operations features,2022 Very Important+Important0%10%20%30%40%50%60%70%Screen sharingFacial recognitionEnterprise caller ID

81、Form fillingPaymentLocation sharingSmart menuSpeech-to-text translationSpeech-to-speech translationAccessibilityExpert support via video callDesignated support agentPercentage of organisationsAlready implementedImplementingSource:Analysys Mason10 Opportunities and challenges of 5G New Calling4.1 Pro

82、viders of 5G New Calling should learn the lessons of RCSAll operators in China had launched commercial trials of 5G New Messaging(also known as rich communication services(RCS)internationally)as of January 2022.In addition,China Mobile has begun work on a certified service provider platform,while Ch

83、ina Unicom and China Telecom are still in the process of building their platform as part of deploying a network-wide strategy.At the end of 2022,China Mobile accounted for the highest number of 5G New Messages sent in China(approximately 17.5 billion).For the construction of a 5G New Calling ecosyst

84、em,key factors are international standards,carrier support strategies,network construction plans,terminal support,multi-application richness and the implementation of various publicity methods(including education campaigns)to attract users.Securing large scale terminal support is especially a strong

85、 and effective way for operators to guide the industry.Further,industry guidance requires adequate mobilization which is dependent on consensus being reached amongst all industry sectors.As such,sufficient cost investments and gathering the support of operators,network manufacturers and terminal man

86、ufacturers in line with international standards and industry standards are critical aspects.China Mobile is enhancing the customer experience for its video call services by introducing features such as rich media displays which do not require any modifications to end-user devices.The operator is now

87、 looking to gain further support from OEMs by expanding market scale and securing high demand from end users(i.e.consumers)for 5G New Calling services.Overall,the rollout of 5G New Calling is a two-phase process.Phase 1.With the introduction of a 5G New Calling network architecture based on existing

88、 terminal capabilities,intelligent applications based on video calls can be provided.4.5G New Calling faces several challenges that will affect its wider China Mobile is enhancing the customer experience for its video call services by introducing features such as rich media displays which do not req

89、uire any modifications to end-user devices.11 Opportunities and challenges of 5G New Calling Phase 2.With the introduction of terminals supporting the data channel function,intelligent call services capable of real-time interactive features can be provided.4.2 5G New Calling could help operators to

90、create a wider ecosystem5G New Calling offers greater capabilities for operators to use,to innovate with and create a wider ecosystem.This provides operators with a greater incentive to invest in,and deploy,5G New Calling.5G New Calling allows operators to extrapolate greater value from the act of c

91、alling.Innovative features enabled by 5G New Calling include:for consumers,high-definition audio and video calls,emojis/avatars/filters and speech-to-text/speech-to-speech real-time translation using AI and extended reality technologies,as well as content sharing.for enterprises,video-enabled custom

92、er support,visual interactive voice responses and video-based remote support.In comparison with RCS,5G New Calling can be used to provide real-time interactions,deploy new services that rely on high bandwidth and low latency and to create more-interactive communications.Some of the differences betwe

93、en 5G New Calling and RCS are outlined below.5G New Calling uses a flexible protocol stack stream control transmission protocol(SCTP)via IMS architecture to provide real-time communication whereas RCS uses transmission control protocol(TCP).5G New Calling uses a 5G QoS Identifier(5QI)via IMS archite

94、cture to support services that demand a high quality of service(QoS),such as AR;RCS is only suitable for messaging.Third parties are developing servers for devices and networks developed with short service cycles,while RCS development has many restrictions and a long cycle.5G New Calling has unmatch

95、ed key features that RCS does not,such as enhanced video calls(Figure 4.1).5G New Calling offers greater capabilities for operators to use,to innovate with and create a wider ecosystem.Figure 4.1:A comparison of 5G New Calling and RCS 3 Refers to a quality of service class identifier 5G New Calling

96、Voice,video,other multimedia Yes Yes Sport streaming,AR tracking,remote assistance,screen sharing,third-party ID,calling,translation,speech-to-text/speech-to-speech translation,enhanced emojis/filters and third-party applications Primary communication Real-time support Dedicated QCI3 Features 5G New

97、 Messaging Message No No Booking,customer service enquiries and file sharing Source:Analysys Mason12 Opportunities and challenges of 5G New Calling5G New Calling offers more innovative features than RCS or the advanced features included in OTT applications.Figure 4.2:A comparison of RCS,OTT and 5G N

98、ew Calling 4.3 Advantages of 5G New Calling over OTT applications5G New Calling offers more innovative features than RCS or the advanced features included in OTT applications(Figure 4.2).For example,5G New Calling:seamlessly connects different interactive features to the users 5G New Calling platfor

99、m.makes it easier for users to engage with multiple applications while on a call,allowing them to undertake more-complex tasks and to have a smoother user experience.includes services that are fully integrated within the existing phone application,which allows multiple services to be accessed more s

100、imply.provides end-to-end QoS assurance with a service level agreement(SLA)of more than 99%in line with traditional voice calling.includes greater security through its real-name authentication and supervision levels.Security -All senders need to be registered and verified by the RCS service provider

101、-Authentication supported to varying degrees-Strong security through real-time authentication and high content supervision levels Features -Competitive feature set,but lacks the agility of messaging applications-Potential to customise on top of standard profile features-Varies considerably;generally

102、 very strong feature set-Very strong feature set that includes features that are not available for OTT applications or RCS Channel RCS OTT applications 5G New Calling Reach -Largely dependent on Android ecosystem-Supported by SMS fallback -Some applications have high penetration in many countries-Fr

103、agmentation remains common -Currently only available in China and limited coverage in the USA Source:Analysys Mason13 Opportunities and challenges of 5G New Calling5.1 Key 5G New Calling components and their evolutionThe necessary components for 5G New Calling such as 5G networks and the IMS data ch

104、annel now exist alongside clearly formulated standards.This will make it easier,and more compelling,for operators to adopt this service.The IMS data channel is a key component of 5G New Calling.It allows parties(such as operators and end users)to upload and download content in real time.The relevant

105、 IMS standard,that is 3GPP TS 26.114,has been last updated by 3GPP in January 2023.4 It means that 5G New Calling can expand the user experience beyond one and two-dimensional limits to three-dimensional,immersive experiences that include interactive communication.5G New Calling can also enable new

106、services and device types.The applications of 5G New Calling include real-time translation(speech-to-text and speech-to-speech),visual interactive smart menus,remote collaboration/control and AR as well as content sharing.The operating environment of 5G New Calling that enables these features is com

107、prised of three layers:the interface,which includes APIs for the mini programme/application and dialler application.function management,which includes a service management module(initiation),a mini-application management module(for lifecycle management)and a supporting function module(for data stora

108、ge).capability adaptation,which includes a network capability adaptation module(for example,IMS DC API encapsulation)and a local computing capability adaptation model(for example,use of a camera).5.The evolution of 5G New CallingThe IMS data channel is a key component of 5G New Calling.It allows par

109、ties(such as operators and end users)to upload and download content in real time.4 3GPP TS 26.114 IP Multimedia Subsystem(IMS);Multimedia Telephony;Media handling and interaction (Release 16)14 Opportunities and challenges of 5G New Calling5.2 Expanding and enriching the 5G New Calling ecosystemCult

110、ivating a vibrant ecosystem is essential for the widespread adoption of 5G New Calling.Key ways to expand and enrich the 5G New Calling ecosystem include raising awareness,collaborating with vendors and encouraging ecosystem collaboration/expansion.Awareness needs to be raised around 5G New Calling

111、to generate momentum for its adoption among operators,which will be led by early adopters and service providers of 5G New Calling.This can be achieved by promoting industry success stories from early adopters,education campaigns and by building awareness of 5G New Calling among operators via targete

112、d marketing and in new forums.Promotion and education around the maturity of 5G New Calling use cases should also be shared by early adopters.Service providers need to share requirements and technical standards to show operators and other value chain players that the service is mature,safe and relia

113、ble,and that there is a clear user proposition distinct from VoLTE.Furthermore,uncertainties about the return on investment(ROI)of new services are a key barrier to operator adoption.However,if early adopters and service providers can demonstrate that they have achieved a clear ROI,this would help t

114、o encourage other operators to adopt 5G New Calling.Collaboration with vendors is necessary for the creation of 5G New Calling-enabled devices and its wider adoption.Building scale or showing that strong market demand exists for the service can encourage collaboration between operating system vendor

115、s and chipset manufacturers.This will help to motivate OEMs to increase the proportion of 5G New Calling-enabled devices by including it not only as a standard featured but also as a differentiating feature in all new devices.Finally,ecosystem collaboration is essential for the stability and growth

116、of a 5G New Calling ecosystem.Providing easy access to developers to industry and APIs that work across the networks of different operators will help to support the continued development of differentiated applications,which can deliver high value.Awareness needs to be raised around 5G New Calling to

117、 generate momentum for its adoption among operators,which will be led by early adopters and service providers of 5G New Calling.15 Opportunities and challenges of 5G New CallingContextChina Mobile has been exploring ways to revitalise its voice services by delivering a richer and more-engaging call

118、service to its end users.With the nationwide roll-out of 5G,AI and AR,5G New Calling is envisaged as the solution to this challenge,and is expected to slow down the decline in minutes of use(MOU)and to generate revenue through value-added services.China Mobile is currently rolling out a large-scale

119、5G New Calling proof of concept(PoC).Following this,it will co-operate with relevant international standards organisations(such as 3GPP)to operationalise its services.SolutionChina Mobile aims to use 5G New Calling to create a differentiated service experience that appeals to consumer and enterprise

120、 customers.For example,it wants consumer calls to become more interesting and fun by implementing features such as emojis,while increasing the efficiency of internal/external communications for enterprise customers.The 5G New Calling features that China Mobile plans to implement(some of which have t

121、rialled on a substantial scale)include:real-time translation for speech-to-text/speech-to-speech,supporting communication across languages.enhanced filters and emojis,which can make calls more fun.video calls to interact visually with clients,family and others.screen sharing to improve remote collab

122、oration.an interactive menu.content sharing(such as pictures of files).AI services such as voice recognition and chatbots(such as interactive voice response),which can answer customer queries/complaints or redirect them to the appropriate person.AR services to support insurance investigations as one

123、 example and to provide remote guidance/collaboration.Aspirations China Mobile is relying on its large-scale PoC to understand how the network handles 5G New Calling and to raise awareness among its customer base of its benefits.It envisions a paradigm shift ushered in by 5G New Calling where voice

124、traffic serves as the foundation of a platform economy.In the new paradigm,themed filters and AI toolsets(among other applications from a vibrant ecosystem of developers)will not only improve the user experience of consumers and enterprise,but also generate revenue for operators and developers.6.A c

125、ase study in 5G New Calling from China Mobile China Mobile aims to use 5G New Calling to create a differentiated service experience that appeals to consumer and enterprise customers.16 Opportunities and challenges of 5G New CallingOur recommendations for the evolution of 5G New Calling focus on the

126、business case and ecosystem.7.1 Business case recommendations Operators should define a new user proposition for 5G New Calling,especially for business users,that is clearly distinct from that for VoLTE.This should focus on unique benefits and new applications that have a tangible business impact,an

127、d that cannot be achieved using existing technologies or OTT approaches.The proposition should be enterprise-centric and focus on leveraging capabilities that are unique to telecoms operators networks,such as advanced quality of experience(QoE)control,and are not replicable in OTT applications.A cle

128、ar investment,service and ROI case must be defined to encourage other operators to assess the benefits of 5G New Calling.Uncertainty about ROI is one of the most significant barriers when considering a new service.7.2 Ecosystem recommendations The ecosystem must attract a wide range of developers to

129、 broaden the scope of available 5G New Calling applications,especially to enterprises.It will rely on operators supporting open APIs that enable an application to work across networks of different operators,allowing for cross-network communications and expanding the developers addressable market.It

130、is essential that operators support,and contribute to,API initiatives created by international groups such as GSMA,as without mass adoption of open APIs,the ecosystem will be fragmented.Supporters of 5G New Calling must leverage their market power to drive confidence in the device ecosystem by provi

131、ding strong proof points to encourage chipset and device makers to support the service.High-profile devices are important drivers of adoption.Vendors and early adopters should boost confidence and credibility among operators and developers by encouraging collaboration.Forums in which operators can s

132、hare technical and commercial experiences can accelerate take-up and lower the barriers to deployment.7.RecommendationsThe ecosystem must attract a wide range of developers to broaden the scope of available 5G New Calling applications,especially to enterprises17 Opportunities and challenges of 5G Ne

133、w CallingCaroline Gabriel(Research Director).Caroline leads Analysys Masons Networks research practice,as well as leading many 5G-related research activities across multiple programmes including Next-Generation Wireless Networks and Transport Network Strategies.She is responsible for building and ru

134、nning Analysys Masons unique research base of mobile and converged operators worldwide.She works directly with Analysys Masons research clients to advise them on wireless network trends and market developments.She has been engaged in technology analysis,research and consulting for 30 years,and has f

135、ocused entirely on mobile and wireless since 2002.Her focus is on critical issues and trends related to mobile and wireless infrastructure,particularly operator deployment intentions for 4G,5G,virtualised RAN,end-to-end open networks and other technologies.She has led research and consulting project

136、s with a wide range of clients,including mobile infrastructure vendors,large and start-up operators,regulators,trade bodies,government agencies and financial institutions.Prior to joining Analysys Mason,Caroline co-founded Rethink Technology Research in 2002.Prior to that,she held various executive

137、positions at VNU Business Publishing(then Europes largest producer of technology-related B2B reports and publications).She holds an MA from the University of Oxford.Aisha Iqbal(Consultant).Aisha has extensive experience in developing and applying robust methodologies for data collection and benchmar

138、king.She has worked on strategic advisory projects in a number of different areas,including enterprise software,fixed broadband,5G and IoT,and has worked with both telecoms operators and technology vendors.Prior to joining Analysys Mason,Aisha was an Analyst at the UK Civil Service and at a local authority.Aisha holds a MA in history from the University of Exeter and a BA in history from the University of Oxford.8.About the authors18 Opportunities and challenges of 5G New CallingStay connectedYou can stay connected by following Analysys Mason via LinkedIn,Twitter and YouT AnalysysMason