INNOVATING AT THE SPEED OF IDEASTHE NEW CONVERSATION EXPERIENCELAURA MERLING, SVP APPLICATION ENABLEMENTMAY 22, 2012      ...
WHERE AREWE NOW?            SMS and voice revenues are on the decline, accelerating the need for operators to            i...
AN EVOLUTIONWEB AND MOBILE   ONE WAY             TWO WAY                                                     TWO WAY      ...
AWS IS TO DATACENTERSNETWORK IS TO TRANSPORT 1/3 OF DAILY USERS Will access an Amazon AWS cloud site on average at least o...
DECONSTRUCTING THE NEW CONVERSATIONEXPERIENCE EQUATION        CONNECTIVITY        CLOUD        COMMS        DATA        EC...
CONNECTIVITY: SERVICES ENABLED LTETHINKING BEYOND TRANSPORT               eMBMS AND SMARTPUSH         AUCTIONING SPARE CAP...
CLOUD: BRINGING THE POWER OF SERVICESOF THE NETWORK TO THE CLOUD      TRANSFORM            ENTERPRISE                     ...
COMMS: REINVENTING THECOMMUNICATIONS EXPERIENCE                                              8                     COPYRIG...
DATA: HELP ME MANAGE MYVALUE AND IDENTITY                                               9                      COPYRIGHT ©...
DATA: CROSS-TELCO APIsFOR OPT-IN SUBSCRIBER DATAVALUE PROP: 70% to 80% DROP OFF FOR MOBILE SIGN-UP MEANS LOSTOPPORTUNITIES...
DATA: ENTERPRISE FOCUS TOLEVERAGE DIGITAL MOBILE IDENTITY                                                                 ...
ECOSYSTEMS: DRINKING FROMTHE FIREHOUSE 50B CONNECTED DEVICES               3B SUBSCRIBERS10-12 CONNECTED DEVICES PER CONSU...
ECOSYSTEMS: OPTIMIZING OPPORTUNITIESOTHERS CREATE                                              13                      COP...
ECOSYSTEMS: WHO IS DRIVINGTHE BUSINESS MODEL         DEVICE               IAAS/PAAS                                       ...
DELIVERING ON THENEW CONVERSATION EXPERIENCE       OPEN API PLATFORM       SERVICES METHODOLOGY       API CATALOGUE       ...
APPLICATION ENABLEMENTPORTFOLIO OF SOFTWARE, SERVICES & EXPERTISE                  PRODUCT: OPEN API PLATFORM OR MODULES  ...
APPLICATION ENABLEMENTOPEN API PLATFORM: CORE SOFTWARE COMPONENTS API MANAGEMENT                                          ...
APPLICATION ENABLEMENTSERVICES CATALOGUE                                                 18                         COPYRI...
APPLICATION ENABLEMENTSERVICES METHODOLOGY               1         DEFINITION                         2           DESIGN  ...
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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The New Conversation Experience

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A dynamic discussion on the changing telecom business model and how the network, APIs and new ecosystems come together to build and deliver compelling new experiences.

Published in: Technology, Business
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Transcript of "The New Conversation Experience"

  1. 1. INNOVATING AT THE SPEED OF IDEASTHE NEW CONVERSATION EXPERIENCELAURA MERLING, SVP APPLICATION ENABLEMENTMAY 22, 2012 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  2. 2. WHERE AREWE NOW? SMS and voice revenues are on the decline, accelerating the need for operators to identify new revenue streams. Long Term Evolution (LTE) technology threatens to commoditize bandwidth. Operators must consider business models beyond access! Application providers have seized the consumer experience; driven by consumer demand. Operators must redefine and reinvigorate their role in the value chain. To participate in the ecosystem, operators must shorten time-to-market & lower costs for delivering new services. 2 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  3. 3. AN EVOLUTIONWEB AND MOBILE ONE WAY TWO WAY TWO WAY ONE TO ONE ONE TO ONE BROADCAST MOBILE THE NEW CONVERSATION EXPERIENCE = CONNECTIVITY + CLOUD + COMMS + DATA + ECOSYSTEMS 3 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  4. 4. AWS IS TO DATACENTERSNETWORK IS TO TRANSPORT 1/3 OF DAILY USERS Will access an Amazon AWS cloud site on average at least once a day. 1% OF INTERNET TRAFFIC On average is coming or going to Amazon managed infrastructure $1.19 BILLION RUN RATE For AWS in 2011 4 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  5. 5. DECONSTRUCTING THE NEW CONVERSATIONEXPERIENCE EQUATION CONNECTIVITY CLOUD COMMS DATA ECOSYSTEMS 5 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  6. 6. CONNECTIVITY: SERVICES ENABLED LTETHINKING BEYOND TRANSPORT eMBMS AND SMARTPUSH AUCTIONING SPARE CAPACITY RAN DATA FOR THE BYOD GENERATION SUPPORT 6 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  7. 7. CLOUD: BRINGING THE POWER OF SERVICESOF THE NETWORK TO THE CLOUD TRANSFORM ENTERPRISE BUILD • Service provider • Is ready for the • An agile service infrastructure, Carrier Cloud delivery platform for operations and a new class of • Carrier cloud has a business models cloud services far greater revenue potential (10X) • Carrier cloud is more attractive (4X) to enterprises than existing public cloud services 7 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  8. 8. COMMS: REINVENTING THECOMMUNICATIONS EXPERIENCE 8 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  9. 9. DATA: HELP ME MANAGE MYVALUE AND IDENTITY 9 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  10. 10. DATA: CROSS-TELCO APIsFOR OPT-IN SUBSCRIBER DATAVALUE PROP: 70% to 80% DROP OFF FOR MOBILE SIGN-UP MEANS LOSTOPPORTUNITIES AND WASTED MARKETING SPENDING BENEFITS FOR SUBSCRIBER • Ease the login • Personal data stored in a single, trusted place • No more forms to fill in from the Mobile • Enhance customer experience SERVICE PROVIDER BENEFITS • Improve identified visitors and personalize services • Feed databases with qualified operator data • Increase the account creation success rate; more sales; more info requests, more subscriptions 10 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  11. 11. DATA: ENTERPRISE FOCUS TOLEVERAGE DIGITAL MOBILE IDENTITY Users Enterprises and Public Services Mobile User Identity Identity Services authentication profile federation federation 47 MILLION CUSTOMERS COVERED 11 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  12. 12. ECOSYSTEMS: DRINKING FROMTHE FIREHOUSE 50B CONNECTED DEVICES 3B SUBSCRIBERS10-12 CONNECTED DEVICES PER CONSUMER 2.5 GB OF MONTH/DEVICE 12 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  13. 13. ECOSYSTEMS: OPTIMIZING OPPORTUNITIESOTHERS CREATE 13 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  14. 14. ECOSYSTEMS: WHO IS DRIVINGTHE BUSINESS MODEL DEVICE IAAS/PAAS CONTENT THREE DISTINCT ECOSYSTEMS 14 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  15. 15. DELIVERING ON THENEW CONVERSATION EXPERIENCE OPEN API PLATFORM SERVICES METHODOLOGY API CATALOGUE 15 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  16. 16. APPLICATION ENABLEMENTPORTFOLIO OF SOFTWARE, SERVICES & EXPERTISE PRODUCT: OPEN API PLATFORM OR MODULES • API management • Service composition framework • Business management • Reporting and analytics BUSINESS CONSULTING: EXPERTISE SERVICES • Innovation, business consulting & API strategy METHODOLOGY • Program and API analysis / optimization • Business models across markets • Knowledge regarding API trends PROFESSIONAL SERVICES: BEST PRACTICES • API design + creation + integration • Partners and API provisioning – adapters to existing systems, user workflow, branding, localization • Reporting and analytics – Customize reports and alarms, create transaction record adapters • Customize business models 16 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  17. 17. APPLICATION ENABLEMENTOPEN API PLATFORM: CORE SOFTWARE COMPONENTS API MANAGEMENT SERVICE COMPOSITION FRAMEWORK • Multiple protocol support • Service orchestration across complex set of • Data protection API calls • Authentication • Tools and UI for creation • Authorization and access control • Supports multiple creation frameworks • Service virtualization (POJO, BPEL, etc) • Policy management • Normalization as extension BUSINESS MANAGEMENT REPORTING AND ANALYTICS • Custom commercial plans • Unified role based dashboard • Multiple business models (PPC, rev share, • Centralized data collection across all subscription) modules • Ability to create bundled services • Exportable or integration • Transaction data record output for model • Integrated log search engine for problem processing resolution • Payment gateway integration 17 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  18. 18. APPLICATION ENABLEMENTSERVICES CATALOGUE 18 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  19. 19. APPLICATION ENABLEMENTSERVICES METHODOLOGY 1 DEFINITION 2 DESIGN 3 DEPLOYMENT API STRATEGY & INCUBATION & OPERATIONS & PRIORITIZATION CREATION OPTIMIZATION • Value creation and business strategy • API creation and vertical integration • API deployment and continual • Business model definition • Create APIs from business assets and improvementPhase • Studies, program planning, network services • Complete back-end integrationobjectives asset evaluation • Expose APIs internally and externally testing to production deployment for market trial • Ongoing reporting & optimization of program • Ecosystem value prop • API design & prototyping • System integration • Competitive and capability review • Composition and development • Testing and deploymentPhasedeliverables • Monetization framework • Architecture • Partner API provisioning • KPI definition/baseline • KPI assessment/adjustment • Operations management • KPI reporting and analysisRelatedmodules of • Business Management • Service Composition Framework • API ManagementOAP • Reporting and Analytics • Reporting and Analytics 19 COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
  20. 20. COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
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