What does web2.0 mean for operators?
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What does web2.0 mean for operators?

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This presentation explores some of the challenges faced by operators in the Web 2.0 environment

This presentation explores some of the challenges faced by operators in the Web 2.0 environment

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  • Popularity enhanced by developers commitment to platform; Apple gets to sell lots of phones. Defensive ploy to protect against market entry. Even if you supply the most popular applications, you don’t make a huge amount of money.
  • Huge, huge market
  • Can these companies benefit from integration of telco capabilities? If so, what do they want?
  • In other words, they include collaboration between different applications -
  • Services use capabilitiesConferencing requires media resources, mixing, etcMessaging requires voicemail, SMS, fax, etcBuilding blocks of more complex servicesRCS requires presence, messaging, etc, etcCan other (external) applications benefit from telco enablers?

What does web2.0 mean for operators? What does web2.0 mean for operators? Presentation Transcript

  • Web 2.0
    REF: Wikipedia
  • What is Web 2.0?
    Collaboration, interactivity, shared information
    Client / server
    App stores vs applications that leverage telco capabilities
    Communications enablers
    Where is the money?
    http://tinyurl.com/157appstats
    View slide
  • App Stores?
    How much money does 1 billion app downloads generate?
    Not That Much!
    Ratio of free to paid apps:
    1:15 and 1:40,
    The mean price for paid apps $2.65.
    Apple’s 30%, puts their share at $20-45 million per billion downloads
    REF: Moriana / RCL
    View slide
  • Communications: Mobile voice
    In 2009, Voice together with SMS,
    85% of the world's $800 billion per year mobile services market
    Where is the money for telcos?
    Services that leverage voice and telco resources are much more interesting than free games
    Or railway timetables
    REF: Moriana / RCL
  • IMS and Web 2.0
    This is an opportunity
    Figure 46: Why is Web 2.0 a threat to telecoms (CSPs) © Moriana IMS and RCS Report 2009
  • Can You Reach This Market?
    What can you offer Web 2.0 companies?
  • What is a Mashup?
    Blended service
    Mixes capabilities to create a new application
    Or complement / enhance existing
    POI on maps
    Click to call in a website
    SMS notification from directory enquiries
    New forms of communication and collaboration represent an opportunity
  • IMS Service Control
    REF: TS 23.002.820 (NB – note TISPAN variant)
  • What is an Enabler?
    Messaging
    Conferencing
    Voicemail
    SMS
    MMS
    Fax
    MRF
    SMSC / GW - SMSC
    WAP Gateway
    Presence
    Call Control
    Instant Messaging
    Location
    Billing
    IVR
    Online
    Offline
  • Enablement Environment
    Partners
    TSG
    REF: Telenor / Gintel AS
  • Abstraction
    Remove complexity
    Remove knowledge barriers
    Reduce entry costs
    Simplify, grow
    Lots of APIs
    TAPI / S.100 / Parlay / JAIN SLEE /C+ +
    API theory needs updating
  • GSMA OneAPI
    Version 1
    Messaging
    SMS / MMS
    Location
    Payment
    Version 2
    • Data connection profile (network name and bearer)
    • Click to call
    • Web conferencing
    • Video Quality request
    • Triggering, more
    V2, late 2010
  • Which APIs are Important?
    Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard © The Moriana Group 2010 All Rights Reserved
  • Developer Views
    “ Android delivers an Open Environment for the development community in accordance to my idea of what of Operators must do in the Data arena.”
    “ Market reach towards paying customers. Nothing more. The technologies or APIs used are neither here nor there.”
    Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard © The Moriana Group 2010 All Rights Reserved
  • Developer Views
    “ Network capabilities are important for developers but the industry 'noise' on seeking to standardise access to them across operators is frustrating.
    “There is no need for all operators to expose the same API to these features and the obsession with standards is inhibiting the ability of telecoms networks to compete with Internet networks.”
    Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard © The Moriana Group 2010 All Rights Reserved
  • Developer Views
    “To demand that operators adopt specific standards before you can deploy your application is a self-defeating approach for both operators and developers.
    “I have yet to see a single application that genuinely requires all operators to expose the same APIs. There have been SMS and location applications for years that didn't seem to mind different APIs across different operators ... so why require all operators to support OneAPI before they can launch new applications?”
    Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard © The Moriana Group 2010 All Rights Reserved
  • Developer Views
    Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard © The Moriana Group 2010 All Rights Reserved
  • Operator Views
    Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard © The Moriana Group 2010 All Rights Reserved
  • One API
    Nice, but may be irrelevant
    Opportunity cost in delaying provision of APIs to (the right) developers
    One API is in its infancy
    Developers will use anything if it can generate a return
    It’s not the specific API per se, but the model...
  • RESTful
    Representational State Transfer (REST)
    Client / server
    Request from client (stateless)
    Processed by server (stateful)
    Response returned
    Based on transfer for representations of resources
    Resources are independent of their representations
  • Third Party Access
    TPA requires:
    Interfaces
    Web Services
    Capabilities
    VoIP, (X)MS, Call Control, Video
    Data
    Location, Profile, Traffic, Billing
    Management
    Do CSPs want to do this?
    Can they make money from it?
    Do they understand key assets that can be leveraged?
  • Third Party Access
    “Integration to third parties is a key differentiation from our competition and creates stickiness with customers”
    “For residential customers, it is important to offer web services [for TPA] as soon as possible in order to address end user demands”
    “As operators, we lack flexibility to create new services. By offering APIs to third parties, we can leverage on their creativity and flexibility. If successful, we are still in a position to buy their company.”
    CSPs recognise that they have to extend boundaries to accommodate innovation
    Ref: RCL / Moriana RCS Research, 2010, to be published
  • Third Party Access
    80% of operators surveyed support TPA
    Mixed focus
    Small devs for the long tail; larger for enterprises
    50% have processes in place to do this
    Multiple APIs
    May be different for each enabler
    Not clear which will be popular
    Challenge in enabling across multiple OpCos
    Ref: RCL / Moriana RCS Research, 2010, to be published
  • Third Party Access
    Technical
    Commercial and Organisational
    Wide range of APIs, open to all
    Service updates, 3rd party service integration, SCE
    REST interfaces and good support
    Open source
    IM / Voice / MSISDN enablers
    Playground platform
    Test environment
    Better processes, better focus
    Target companies with existing success to help obtain critical mass
    If you build it, they won’t just come
    Attractive revenue model
    Innovation centres, competitions
    Corporate understanding of key verticals
  • Telenor MOVE
    TSG
    Partner
    Plug-ins
    MOVE
    Service
    Platform
    Call Control
    API
    Status
    API
    Customer Service
    GUI
    Cust Data
    API
    Dealer
    GUI
    Reporting
    API
    End User
    GUI
    • Through APIs, partners can be invited to develop services, configure customers, etc.
    • The APIs will also be used by Telenor to provide GUIs towards customer service, dealers, customers, etc.
    Ref: Telenor
  • CIE Mashup
    Mashups
    Web 2.0
    CIE 2.0 Conferencing
    Ref: NetDev Ltd, UK www.netdev.co.uk
  • Mobil Bedrift
    • Status (presence, personal status, login / log out)
    • Conferencing
    • Calls
    • Address Book
    Ref: Gintel, Norway, www.gintel.com / Network Norway, http://www.networknorway.no/Tjenester/Mobilapplikasjon.aspx
  • Others
    Twilio
    Cloud based voice service
    Conferencing
    Call Control
    SMS
    Open source PBX
    Range of APIs (HTTP, XML, REST)
    Sample code
    Web 2.0 momentum and energy
    Developer cluster and portal
  • Others
    BT Ribbit
    Cloud based voice service
    Conferencing
    Call Control
    SMS
    Strong vertical focus
    Range of APIs (HTTP, XML, REST)
    Sample code
    Web 2.0 momentum and energy
    Developer cluster and portal
  • Conclusion
    App stores don’t make much money
    They are for platforms and branding
    Web 2.0 applications will benefit from telco capabilities
    But the right enablers need to be exposed
    Not just messaging / location, but call control, etc
    API doesn’t matter; it just has to offer value
    No right approach
    Don’t chase the long tail
    Go for niches such as Enterprise / SME which offer better ARPU / AMPU
    This is already happening
  • Thank you
    guy@redmillcommunications.com
    www.redmillcommunications.coom
    +44 207 043 5914