Telco Innovation with APIs - Need for speed (Webcast)

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  • Creative Commons Attribution-Share Alike 3.0 United States License
  • Big, heavily used IP network- LTE, 4G etc.Breakthrough innovation around communication & sharing (over-the-top (OTT)) services Skype, Google Voice. Google Hangouts, Facetime, video chat (1:1/1:many), iMessage, Whatsapp etc.
  • Image http://flowtv.org/2009/10/regulation-is-boringbecky-lentz-mcgill-university/Innovation happening on top – infrastructure especially for telcos continues to be regulated. Most telecom companies are government spin-outs e.g. Regulations on financial transactions
  • Techtonic move like shift to web- netscape 1995 17yrs agoApple has transformed from a computer company to a mobile company~1B smartphone subs but >6B mobile phone usersMobile internet traffic has gone from 1% to 10%ATT earnings…. Revenue up 8.5%, smartphone penetration went from 50-62%, wireless data up 19% (1B), less than 1% churn
  • every service that carriers offer is being ‘appized’. There areapps for voice calls (skype, vibber, Voxer), messaging (iMessage, Whatsapp, etc),navigation (google maps, etc). new growth areas that operators have made massiveinvestments in, like video, have apps like Netflix, boxie, youtube, etc).
  • 1) Make your services easy & accessible via an API (0-60 experience)2) Support innovation (foundry, innovation programs, incubators, etc)3) Treat developers as channel partners to sell through
  • Make your services easy & accessible via an API (0-60 experience)Think of API as a product for developers2) Support innovation (foundry, innovation programs, incubators, etc)3) Treat developers as channel partners to sell through
  • Internet Competitors compete globally you should tooInteroperate with other carriersBuild apps that can have Leverage Telco reach and presence Real & physical presence, lots of countries, lots of stores, large number subscribersThink beyond captive subscriber baseLeverage existing commerce infrastructureCustomers have existing commercial interactions with telcos
  • TU Me great exampleATT Speech Recognition great example Leverage Telco reach and presence Real & physical presence, lots of countries, lots of stores, large number subscribersThink beyond captive subscriber baseLeverage existing commerce infrastructureCustomers have existing commercial interactions with telcos
  • Think like a Web company – Facebook, Amazon, Twitter, SkypeThink of your API as your product- product teams need to have API expertise address the needs of your customers – developersSmall agile nuclear teams- 2 pizza box teamsMix skills hackers, developers, designers, operatorinfrastructure peopleEmploy a fail fast approach and Iterate, iterate, iterate
  • Think like a Web company – Facebook, Amazon, Twitter, SkypeSmall agile nuclear teams- 2 pizza box teamsMix skills hackers, developers, designers, operatorinfrastructure peopleEmploy a fail fast approach and Iterate, iterate, iterate
  • Think like a Web company – Facebook, Amazon, Twitter, SkypeThink of your API as your product- product teams need to have API expertise address the needs of your customers – developersSmall agile nuclear teams- 2 pizza box teamsMix skills hackers, developers, designers, operatorinfrastructure peopleEmploy a fail fast approach and Iterate, iterate, iterate
  • Strengths: Brick and mortar storesSubscriber base billing Print/ad campaigns
  • Strengths: Brick and mortar storesSubscriber base billing Print/ad campaigns
  • Disruptions in enterprise space – e.g. messaging biz with enterprises – Hosting cloud – amazon, azure, etcBetter cloud apis for exampletelcos as a cloudTrusted service provider for lots of enterprise customersof all sizesSignificant sales force reach and relationships with enterprise customersEnt getting faster and faster by leveraging their apis – should telcos apply same lessons
  • Disruptions in enterprise space – e.g. messaging biz with enterprises – Hosting cloud – amazon, azure, etcBetter cloud apis for exampletelcos as a cloudTrusted service provider for lots of enterprise customersof all sizesSignificant sales force reach and relationships with enterprise customers
  • Disruptions in enterprise space – e.g. messaging biz with enterprises – Hosting cloud – amazon, azure, etcBetter cloud apis for exampletelcos as a cloudTrusted service provider for lots of enterprise customersof all sizesSignificant sales force reach and relationships with enterprise customers
  • Telco Innovation with APIs - Need for speed (Webcast)

    1. 1. Telco Innovation with APIs:Need for SpeedDavid Andrzejek@davidandrzBala Kasiviswanathan@balakBrian Pagano Apigee@brianpagano @apigee
    2. 2. groups.google.com/group/api-craft
    3. 3. youtube.com/apigee
    4. 4. slideshare.net/apigee
    5. 5. David Andrzejek Bala Kasiviswanathan Brian Pagano @davidandrz @BalaK @brianpagano
    6. 6. What does today’s marketplace look like fortelcos and for consumers?
    7. 7. Changing InfrastructureShift from voice enabling networks to IP networks http://www.greater-boston.com/images/voip1.gif
    8. 8. Consumers are finding a new way ofbusiness and social interactionsLot of disrupters in the marketplace
    9. 9. But . . .Continued regulation
    10. 10. How has the playing field changed for telcosbased on business and technologytrends?
    11. 11. Booming mobile economyHuge shift to mobile.Mobile subscriptions are on upswing,consumers moving to smartphones. More smartphones drives purchase of data plans.
    12. 12. Rise of the app Internet
    13. 13. Services will be consumed as appsConsumers developing new habits App Store Growth 2008-2011 600 12 500 10 Apps Available Thousands Total App Downloads 400 8 Billions 300 6 200 4 100 2 0 0
    14. 14. Apps are fed by APIs
    15. 15. Apps get their functionality from APIsEvery service you ship needs to be an API and an app
    16. 16. Innovation happens outside
    17. 17. Innovation happens outside Make services easy & accessible via an API Support innovation Treat developers as channel partners
    18. 18. It’s a global marketplace
    19. 19. It’s a global marketplace Internet players compete globally - you should too Present largest addressable market - interoperate Build apps that can be used by anybody On any network
    20. 20. Competition is not other telecoms
    21. 21. Competition is not other telecoms Global NetworkExecute like a technology companyThink like a Web company –Facebook, Amazon, Twitter, Skype Apps Devices
    22. 22. Competition is not other telecomsSmall agile nuclear teams- 2 pizza box teams Mix skills hackers, developers, designers, operator infrastructure peopleEmploy a fail fast approach and Iterate, iterate, iterate
    23. 23. Marketplace disruptors have advantages. Do telcos?
    24. 24. Marketplace disruptors have advantages. Do telcos?Retail Stores & ResellersBilling relationship with SubscribersMarketing and communication muscleTelcos reach into large enterprises
    25. 25. A similar approach for consumer and enterprise business Enterprise customers and developers equally important Rethink the approach when selling into these enterprises
    26. 26. Measuring success
    27. 27. Measuring successHave clarity around business goals & valueproposition of your API – new line ofbusiness, innovation, revenue . . .Have a scorecard – clarity around PRIMARY measureof success  adoption  stickiness  monetization  distribution  ...
    28. 28. Wrapping up
    29. 29. Wrapping upEvery product is an app built on an APIBe easy to work withYour market is globalAdopt agile techniques of Internet companiesLeverage your strengths
    30. 30. THANK YOUDavid Andrzejek@davidandrzBala Kasiviswanathan@balakBrian Pagano@brianpagano

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