The main message of Ribbon keynotes was that Ribbon has moved from a voice and SBC focus to a broader scope including data and analytics, such as UCaaS, Security-as-a-Service, Service Assurance-as-a-Service, SIP Trunking-as-a-Service, SD-WAN, and analytics. The company identified two major catalysts to the change in company scope: the August 2018 acquisition of enterprise SBC company Edgewater and the February 2019 acquisition of analytics company, anova. Additionally, the company confirmed that it is not pursuing service provider mobile market opportunities such as EPC or “full IMS” that are components of larget mobile equipment larger vendors. Instead, Ribbon is pursuing the mobile market by offering overlay analytics services that allow SP customers to derive value from mobile operators using monetization, network, marketing, and customer care.
The company’s core business is evolving. For instance, the company has doubled down on the Enterprise market with its Edgewater acquisition, and a result, it emphasized that it is unique because it has both service provider and enterprise SBC product offerings. The company has offered SBC on public cloud and reiterated that this capability has been available for one year. The company highlighted that it has a Tier-1 Mobile Network Operator VoLTE Interconnect contract win.
Analytics. The company sees its opportunity in the analytics market is to deliver technology to the customer for the following cases:
• Monetization (Targeting, Advertising, Sponsored Data, Campaign Efficacy)
• Network (Reduce Network Cost, Improved Quality of Experience, Proactive Alarms, Network Service Assurance)
• Marketing (Service bundles, churn reduction, product insights, inferred demographics)
• Customer Care (customer experience, bill shock, most probably cause)
We are impressed with Ribbon’s technical capabilities when it comes to using GPUs. The company has previously discussed the performance of its GPU based media interworking function as being 3.5x more powerful than a DSP-based system, or 9x more powerful than a CPU-based system and over 2x more power efficient. The company says its GPU-based systems are generally available for its D-SBC and i-SBC functions. It has evaluations at three operators: Tier-1 US MNO, Tier-1 US CSP, and Tier-1 Japan CSP. We would not be surprised if some of these customers begin deploying soon. One of its Tier-1 operators found that the GPU-based system costs half as much in capital spending and is 800% more power efficient.
Kandy, the white-label voice/messaging services brand of Ribbon discussed its success with customers such as BT, NUWAVE, AT&T, Hong Kong Broadband, Optus, and ecosystem partner, Five9. It enables UCaaS, CPaaS and WebRTC services. The company reiterated that it plans to go to market with partners, mainly service providers, instead of opening its own store-front that would compete with service providers. The company says its customer pipeline is growing.
We attended the Ribbon Perspectives conference in Los Angeles this week. Ribbon, the result of the merger between Sonus Networks and GENBAND, made the pitch that it is moving to the services oriented business of real-time communications over time instead of just being an infrastructure equipment company. Ribbon has differentiated from competitors in a few different ways, including that it is the first vendor to bring GPU-based acceleration to the telecom network industry and that it is offering a white-label voice/Communications Service as a Platform (CPaaS) service.
Kevin Riley, CTO Ribbon commented that:
Disruptive technologies that Ribbon is pursuing:
GPU helps transcoding, complex media in SBC environments. Have invested for the past 2 years. 3.5x transcoding compared to DSP, 9x transcoding compared to CPU, 2x power consumption reduction.
Ribbon is using GPU in both private and public cloud, just won Japanese Interconnect at hyperscaler scaler for transcoding. Will likely pursue GPU acceleration for cryptography, video and DPI.
Additionally, the company emphasized its relationship for its new services - a win with Softbank Japan chose Ribbon Protect.
David Walsh, Founder Kandy.
Customer wins discussed during presentation:
The company highlighted several features about Kandy: IoS call-kit integration, Outlook integration, web browser integration, meeting collaboration, advanced conferencing, and an AI assistant capability. The company reiterated its focus is on the enterprise market, unlike Twilio who it says it focused mainly on the consumer market. The company declined to disclose revenues of its Kandy business.
Mavenir held a 'virtual' analyst meeting - essentially a webinar - that conveyed the company's efforts on several new initiatives: (a) SMB UCaaS - small business unified communications, (b) Messaging as a Platform (MaaP), (c) Monetization of messaging, (d) Security Solutions (relating to toll fraud, for instance), and (d) xRAN/Open RAN/Cloud RAN. Pardeep Kohli, CEO of Mavenir explained that the company is at a $450M revenue rate.
Small Business Unified Communications - its mobile UCC service can be deployed as a service or on premise. The company sells through its service provider partners. Messaging as a Platform - the company sees its capabilities in RCS messaging as a means to enabling branding, chatbots, sale of digital goods, and enriched calling. A month ago, at Mobile World Congress in Barcelona, we saw the Mavenir MaaP system in work - it looks nothing like what is available from traditional telecom equipment vendors. Mavenir, it its re-imagined MaaP offering, looks more like an "OTT" company than a traditional telecom supplier. We hear the refrain from service providers - show us new sources of revenue; well, this system from Mavenir looks to us like a new source of revenue. On a secondary basis, to the extent Mavenir is successful in getting its MaaP system deployed at service providers, we think this can help the company grow its presence with other products.
Mavenir recently acquired Acuto, a monetization specialist company for messaging. Susie Kim Riley, Aquto's founder and CEO, now part of Mavenir, presented the company's offerings. Riley showed off the Sponsored Data system of enabling brands to provide mobile data connectivity to smartphone consumers. She explained how Facebook, Google, Alibaba and Baidu offers free access to consumers in various countries to consumers who don't pay for cellular data. The company discussed that its customers typically pay for data using Zero-Rating (where a marketer can enable users to download/use apps or browse specific sites without using any of their data plan) or Data Rewards (where a marketer can reward users with additional data buckets for taking a specific action like downloading an app). Mavenir showed how Banko Azteca offered both Zero-Rating and Data Rewards to engage with customers and had strong results. We asked the company how long it takes to get a SP up and running and Mavenir said it takes a couple months, depending on the billing system integration.
The company discussed its Radio Access Network and Telecom Core products, too. Mavenir is making "Whitebox LTE" available by integrating its Cloud RAN technology with a Universal Customer Premises Equipment (uCPE) offering, which allows enterprise-deployment of CBRS and LTE Licensed frequencies. We asked the company after the analyst meeting whether its 5G Core (5GC) is available today, and management said, in fact, it is. We think this means a pre-standard version of its 5G Core is ready for customers to take delivery of today, and architecturally, it is similar to its control user plane separated system that performs EPC for customers. Additionally, the company highlighted a new capability that it has made available to the market that is calling its breakout gateway - the goal of this product (technically, a vSAEGW) is to allow mobile operators who carry lots of video traffic for mobile customers to offload this traffic to other operators, thereby reducing carrying costs. I'm not sure how this impacts the quality of video traffic and what is effect on churn might be, but the company claims that by using this breakout gateway, it calculates that it can reduce spending on EPC/5GC by as much as two years.