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06. What We Learned Launching Primo (A Viral OTT Using SIP & WebRTC)

Presented by Marc Abrams, Primo.

There are many successful commercial voice services based on SIP, but they are definitely not mobile-optimized and most are actually mobile-unfriendly. As an MVNO, our goal was to launch an over-the-top (OTT) service to extend our innovative Ultra Mobile calling plans to a much wider audience in the US and all over the world while leveraging our strength and experience in running a successful international retail and wholesale international termination network.

We wanted a solution that could integrate easily with and use our existing SIP infrastructure and that would be memory, battery and network efficient on the smartphones our customers were using, and that would be optimized for the fun, ease of use and instantly available experience our users have come to expect from us. Existing solutions fell far short, so we found some key partners and developed and launched our own.

We knew a lot about WebRTC but wondered about whether the technology was ready, and whether there were enough pieces available from vendors to actually consider a solution based on it. We were attracted to WebRTC as a technology, based on study and demos, but as we evaluated products from the vendor community we realized there were many functional gaps that needed to be bridged. However, if we could cover these gaps, with help from the vendor community, we would be able to create a differentiated solution that was a lot more than a theoretical exercise or a technology demo. And we learned some important lessons in the design, implementation, and support of a viral commercial OTT service. These lessons are the subject of the proposed presentation: Infrastructure sourcing – finding WebRTC products that work today and which can scale for the future; App development – IOS vs. Android; Offshore Development – setting requirements and managing to conclusion; and controlling initial launch to insure positive results.