Tu: Telco 2.0 at FICOD 2011

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Erik Schultink's closing keynote at FICOD 2011. He discusses the history of Tuenti, lessons learned along the way, our view of opportunity in the Mobile Web ecosystem today, and the vision of TU …

Erik Schultink's closing keynote at FICOD 2011. He discusses the history of Tuenti, lessons learned along the way, our view of opportunity in the Mobile Web ecosystem today, and the vision of TU addressing that opportunity.

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  • “story about how we started a social network, to moving today to building a ‘social communications platform’ to keep you always connected to your friends”
  • Simple – lean out of necessity; started small; had to focus heavily on scaling the first 2 years, couldn’t do much else; use basic, proven stuffSocial – we started as a social network in it’s truest form; invite-only – why? 1) ensures quality and 2) if you don’t have a friend on the site, there’s nothing to do; three levels of privacy – friends, friends of friends, everyone. Everything was and is about who you know. People you know; Share with your friends, not with Google.High engagement – comscore engagement figures are the some of the highest in the world in pages/user, time on site, visits/user, etc. We focus on relevant, current activity; photos; engagement and communication over identify; immersive UX; video.Mobile – launched m.tuenti.com in 2008; eventually iphone, j2me, blackberry, and android apps. We’ll have windows phone soon. SMS, birthday notifications.Scale – stats are pretty big; we run about 1/6 of the internet here in Spain; ~18 Gbps of BW, 200M messages/day, 1200 servers; we’ve leveraged open source techs to do this, largely MySQL + Memcache + PHP, increasingly Hadoop/Hbase. Agile iteration – we release several times per week; we focus on short, iterative product cycles; vertically focused development teams that are empowered to work across our entire stack. No shared resources. Top talent – from day one, we sought to hire people smarter than ourselves and empower them to build great things. We’re still working towards this every day – our Team will never be finished. We’ll always be working to get the best people and make them better.
  • Simple – lean out of necessity; started small; had to focus heavily on scaling the first 2 years, couldn’t do much else; use basic, proven stuffSocial – we started as a social network in it’s truest form; invite-only – why? 1) ensures quality and 2) if you don’t have a friend on the site, there’s nothing to do; three levels of privacy – friends, friends of friends, everyone. Everything was and is about who you know. People you know; Share with your friends, not with Google.High engagement – comscore engagement figures are the some of the highest in the world in pages/user, time on site, visits/user, etc. We focus on relevant, current activity; photos; engagement and communication over identify; immersive UX; video.Mobile – launched m.tuenti.com in 2008; eventually iphone, j2me, blackberry, and android apps. We’ll have windows phone soon. SMS, birthday notifications.Scale – stats are pretty big; we run about 1/6 of the internet here in Spain; ~18 Gbps of BW, 200M messages/day, 1200 servers; we’ve leveraged open source techs to do this, largely MySQL + Memcache + PHP, increasingly Hadoop/Hbase. Agile iteration – we release several times per week; we focus on short, iterative product cycles; vertically focused development teams that are empowered to work across our entire stack. No shared resources. Top talent – from day one, we sought to hire people smarter than ourselves and empower them to build great things. We’re still working towards this every day – our Team will never be finished. We’ll always be working to get the best people and make them better.
  • Simple – lean out of necessity; started small; had to focus heavily on scaling the first 2 years, couldn’t do much else; use basic, proven stuffSocial – we started as a social network in it’s truest form; invite-only – why? 1) ensures quality and 2) if you don’t have a friend on the site, there’s nothing to do; three levels of privacy – friends, friends of friends, everyone. Everything was and is about who you know. People you know; Share with your friends, not with Google.High engagement – comscore engagement figures are the some of the highest in the world in pages/user, time on site, visits/user, etc. We focus on relevant, current activity; photos; engagement and communication over identify; immersive UX; video.Mobile – launched m.tuenti.com in 2008; eventually iphone, j2me, blackberry, and android apps. We’ll have windows phone soon. SMS, birthday notifications.Scale – stats are pretty big; we run about 1/6 of the internet here in Spain; ~18 Gbps of BW, 200M messages/day, 1200 servers; we’ve leveraged open source techs to do this, largely MySQL + Memcache + PHP, increasingly Hadoop/Hbase. Agile iteration – we release several times per week; we focus on short, iterative product cycles; vertically focused development teams that are empowered to work across our entire stack. No shared resources. Top talent – from day one, we sought to hire people smarter than ourselves and empower them to build great things. We’re still working towards this every day – our Team will never be finished. We’ll always be working to get the best people and make them better.
  • Simple – lean out of necessity; started small; had to focus heavily on scaling the first 2 years, couldn’t do much else; use basic, proven stuffSocial – we started as a social network in it’s truest form; invite-only – why? 1) ensures quality and 2) if you don’t have a friend on the site, there’s nothing to do; three levels of privacy – friends, friends of friends, everyone. Everything was and is about who you know. People you know; Share with your friends, not with Google.High engagement – comscore engagement figures are the some of the highest in the world in pages/user, time on site, visits/user, etc. We focus on relevant, current activity; photos; engagement and communication over identify; immersive UX; video.Mobile – launched m.tuenti.com in 2008; eventually iphone, j2me, blackberry, and android apps. We’ll have windows phone soon. SMS, birthday notifications.Scale – stats are pretty big; we run about 1/6 of the internet here in Spain; ~18 Gbps of BW, 200M messages/day, 1200 servers; we’ve leveraged open source techs to do this, largely MySQL + Memcache + PHP, increasingly Hadoop/Hbase. Agile iteration – we release several times per week; we focus on short, iterative product cycles; vertically focused development teams that are empowered to work across our entire stack. No shared resources. Top talent – from day one, we sought to hire people smarter than ourselves and empower them to build great things. We’re still working towards this every day – our Team will never be finished. We’ll always be working to get the best people and make them better.
  • Simple – lean out of necessity; started small; had to focus heavily on scaling the first 2 years, couldn’t do much else; use basic, proven stuffSocial – we started as a social network in it’s truest form; invite-only – why? 1) ensures quality and 2) if you don’t have a friend on the site, there’s nothing to do; three levels of privacy – friends, friends of friends, everyone. Everything was and is about who you know. People you know; Share with your friends, not with Google.High engagement – comscore engagement figures are the some of the highest in the world in pages/user, time on site, visits/user, etc. We focus on relevant, current activity; photos; engagement and communication over identify; immersive UX; video.Mobile – launched m.tuenti.com in 2008; eventually iphone, j2me, blackberry, and android apps. We’ll have windows phone soon. SMS, birthday notifications.Scale – stats are pretty big; we run about 1/6 of the internet here in Spain; ~18 Gbps of BW, 200M messages/day, 1200 servers; we’ve leveraged open source techs to do this, largely MySQL + Memcache + PHP, increasingly Hadoop/Hbase. Agile iteration – we release several times per week; we focus on short, iterative product cycles; vertically focused development teams that are empowered to work across our entire stack. No shared resources. Top talent – from day one, we sought to hire people smarter than ourselves and empower them to build great things. We’re still working towards this every day – our Team will never be finished. We’ll always be working to get the best people and make them better.
  • Simple – lean out of necessity; started small; had to focus heavily on scaling the first 2 years, couldn’t do much else; use basic, proven stuffSocial – we started as a social network in it’s truest form; invite-only – why? 1) ensures quality and 2) if you don’t have a friend on the site, there’s nothing to do; three levels of privacy – friends, friends of friends, everyone. Everything was and is about who you know. People you know; Share with your friends, not with Google.High engagement – comscore engagement figures are the some of the highest in the world in pages/user, time on site, visits/user, etc. We focus on relevant, current activity; photos; engagement and communication over identify; immersive UX; video.Mobile – launched m.tuenti.com in 2008; eventually iphone, j2me, blackberry, and android apps. We’ll have windows phone soon. SMS, birthday notifications.Scale – stats are pretty big; we run about 1/6 of the internet here in Spain; ~18 Gbps of BW, 200M messages/day, 1200 servers; we’ve leveraged open source techs to do this, largely MySQL + Memcache + PHP, increasingly Hadoop/Hbase. Agile iteration – we release several times per week; we focus on short, iterative product cycles; vertically focused development teams that are empowered to work across our entire stack. No shared resources. Top talent – from day one, we sought to hire people smarter than ourselves and empower them to build great things. We’re still working towards this every day – our Team will never be finished. We’ll always be working to get the best people and make them better.
  • Simple – lean out of necessity; started small; had to focus heavily on scaling the first 2 years, couldn’t do much else; use basic, proven stuffSocial – we started as a social network in it’s truest form; invite-only – why? 1) ensures quality and 2) if you don’t have a friend on the site, there’s nothing to do; three levels of privacy – friends, friends of friends, everyone. Everything was and is about who you know. People you know; Share with your friends, not with Google.High engagement – comscore engagement figures are the some of the highest in the world in pages/user, time on site, visits/user, etc. We focus on relevant, current activity; photos; engagement and communication over identify; immersive UX; video.Mobile – launched m.tuenti.com in 2008; eventually iphone, j2me, blackberry, and android apps. We’ll have windows phone soon. SMS, birthday notifications.Scale – stats are pretty big; we run about 1/6 of the internet here in Spain; ~18 Gbps of BW, 200M messages/day, 1200 servers; we’ve leveraged open source techs to do this, largely MySQL + Memcache + PHP, increasingly Hadoop/Hbase. Agile iteration – we release several times per week; we focus on short, iterative product cycles; vertically focused development teams that are empowered to work across our entire stack. No shared resources. Top talent – from day one, we sought to hire people smarter than ourselves and empower them to build great things. We’re still working towards this every day – our Team will never be finished. We’ll always be working to get the best people and make them better.
  • Devices big part of marketing, but less so than today. Outside of Blackberry, operators have a lot of control over the experience – with pre-loads, OS customization, low-level acces, etc. Operators hold billing relationship with users; content/services don’t.
  • Following Apple model, greater push by Device manufacturers to control more of User Experience. Content distribution migrating from web + preloads to app store model, with billing relationship owned by Device Manufacturer.
  • What’s the opportunity? This picture just feels unstable. It’s rife with inefficiences; it’s ripe for disruption. Companies will get destroyed; new products, new companies, new services will emerge.From our perspective as a “social network” – playing over in the content/apps box, there’s a few things that are uncomfortable for us:Operators charge our users for the usage of our product – creating friction, limiting access, and trying to capture valueBoth operators and device manufacturers have billing relationships with our users, and take a cut of our efforts to monetize using these channelsDevice manufacturer (being OS makers as well as App store gatekeepers) have tremendous power; they already are askign that our features and functionality fit harmoniously into our platforms. What happens when they decide they want to draw the line in a different place? That something that we see as our core business is suddenly now part of their core business?Those 3 things – in general manufacturers/operators efforts to gate, control, and monetize distribution of our content and products – are challenges this picture presents.But the destruction that will invariably arise, the rapidly shifting boundaries between these boxes, the potential for these boundaries to break down as everyone starts playing in multiple boxes – presents an opportunity.
  • This opportunity is TU. The opportunity for us to play larger in the operator and content/application box, in a vertical matter. Regarding devices, our vision is simply “cross-platform” – if we’re going to be a service that you use to connect with all your friends, we have to work everywhere – desktop, mobile, tablet, video game console, TV, whatever – eventually if it’s a place our users spend time with, we’ll need a way for them to reach us through there, b/c they’ll want to reach their friends.
  • We started a social networking company – but we’re moving to be a communication platform that’s constantly connecting our users.
  • We started a social networking company – but we’re moving to be a communication platform that’s constantly connecting our users.
  • Telco provides: network mgmt, sim mgmt, billing/rating in realtime, topup mgmt, etc.MVNE exposes a bunch of hooks – in the form of APIs, for us to control Telco infrastructure. Includes hooks for provisioning numbers/SIMs, managing individual accounts, getting usage data to present bills and value added services, getting voicemails, ec.
  • We started a social networking company – but we’re moving to be a communication platform that’s constantly connecting our users.

Transcript

  • 1. Tu: Telco 2.0Erik Schultink FICOD – MadridCTO, Tuenti 24 November, 2011
  • 2. o What is Tuenti?o Lessons Learnedo Mobile Web todayo Opportunityo Tuo QuestionsTwitter: @Tu, @Tuenti, @eschultink
  • 3. What is ? 2007• launched Jan 2007• invite-only
  • 4. What is ? 2011• most trafficked website in Spain (1B pageviews)• 8M active users• 200M messages/day• 250 employees• 150 in product dev
  • 5. ’sHeritage start small• simple keep it simple lean out of necessity use proven tech
  • 6. ’sHeritage invite-only• simple• social privacy from the graph share with friends, not Google
  • 7. ’sHeritage AJAX• simple• social speed• high engagement photos, video, chat
  • 8. ’sHeritage interfaces, not products• simple• social• high engagement always connected• mobile, cross-platform
  • 9. ’sHeritage through-put, not• simple response time• social• high engagement• mobile, cross-platform• scale percentiles, not averages
  • 10. ’sHeritage move fast• simple• social• high engagement prove market• mobile, cross-platform• scale• agile iteration iterate
  • 11. ’sHeritage hire people smarter• simple than you• social• high engagement• mobile, cross-platform• scale culture-fit matters• agile iteration• top talent make it easy to work
  • 12. 02. Mobile Web
  • 13. Operators Content / Apps
  • 14. Operators Content / Apps Devices
  • 15. 03. Opportunity
  • 16. Operators Content / Apps Devices
  • 17. Operators Content / Apps Devices
  • 18. 04. Building Tu
  • 19. Tuthe new socialmobile serviceprovider by Tuenti
  • 20. TuApr ‘10 – conceptJun ‘10 – defined host net reqsAug ‘10 – Telefonicapartnership, dev begins
  • 21. MVNO basics MVNO Backend MVNE Tuenti Telco Infrastructure Internet
  • 22. TuApr ‘10 – conceptJun ‘10 – defined host net reqsAug ‘10 – Telefonicapartnership, dev beginsDec ‘10 – pre-pay betaApr ’11 – handset storeJun ‘11 – pre-pay launchSep ’11 – post-pay launchOct ‘11 – BlackberryNov ‘11 – offline distribution trial
  • 23. Tu Basicsalways connectedtoyour friends
  • 24. Tu BasicsBlackberry(most popularsmartphone on Tuenti –575k monthly actives)actives
  • 25. Social Billall on-linetransparentenriched by Social
  • 26. Voicemailanother messagearrives to Tuentiinbox
  • 27. Want a SIM?tuenti.com/tu ask @Tu
  • 28. Questions?
  • 29. Thanks!