Open APIs: A Telco’s Perspective Asha Vellaikal Orange Labs

agenda Why are Telco’s opening APIs? What APIs does a Telco offer? Telco API programs (current and near future) 1 2 3

Why are Telco’s opening APIs?

What APIs does a Telco offer?

Telco API programs (current and near future)

Telcos are not exactly open …. traditionally vertically integrated Generally conservative, especially on the operational side. More focused on internal product innovation Target mass market services, not niche-oriented. Business processes not conducive for small partners. Existing “APIs” or platforms are very complex (IMS, SDP, ParlayX) don’t have clearly defined biz-models. Some successful platforms, such as premium SMS

traditionally vertically integrated

Generally conservative, especially on the operational side.

More focused on internal product innovation

Target mass market services, not niche-oriented.

Business processes not conducive for small partners.

Existing “APIs” or platforms are

very complex (IMS, SDP, ParlayX)

don’t have clearly defined biz-models.

Some successful platforms, such as premium SMS

Telcos have to evolve …. Threat to core business model from various angles Customer expectations are changing Lots of strategic assets are heavily underutilized - such as distribution channels, customer relationships and so on. 92% of telco insiders – “strategic re-think of role of telco” (recent survey by STL) Enabling platform for 3 rd party services is a key component of Telco 2.0 Telco 2.0: Redefining the telco business model Telco 2.0 is a TM of STL

Threat to core business model from various angles

Customer expectations are changing

Lots of strategic assets are heavily underutilized - such as distribution channels, customer relationships and so on.

92% of telco insiders – “strategic re-think of role of telco” (recent survey by STL)

Enabling platform for 3 rd party services is a key component of Telco 2.0

Telco APIs: Optimistic & Pessimistic views Pros Extend and diversify the reach of telco services, thereby increasing revenue. Telcos can focus on what they do best and leave product innovation to 3 rd parties. Extend the telco brand. Re-position as a platform player in the long run. Cons Can the additional value created compensate for the declining ARPU? Further commoditizing key assets of the telco? Who owns customer service? Technical worries such as compromising security of the network.

Pros

Extend and diversify the reach of telco services, thereby increasing revenue.

Telcos can focus on what they do best and leave product innovation to 3 rd parties.

Extend the telco brand.

Re-position as a platform player in the long run.

Cons

Can the additional value created compensate for the declining ARPU?

Further commoditizing key assets of the telco?

Who owns customer service?

Technical worries such as compromising security of the network.

What APIs can a Telco offer? Communication Voice Call Conf Call SMS / MMS WAP Push Context Location Presence Profile Device capabilities Identity Authentication SSO Network Prioritized Traffic Info on BW Payment Carrier Billing Content Ringtones Ringback Video User Data Mobile Addressbook Usage Calendar Telco API

Wholesale / Aggregator Model A B C Aggregator 1 (normalize across Telcos) Aggregator 2 (additional value, e.g. more context) Aggregator 3 (innovation on top of telco apis) Maps, landmarks, zip code etc. e.g. 7p to 10p per location request. Minimum usage fees per operator. Expensive. Telco API Telco API Telco API Mobile GPS Widgets

Direct Telco APIs Commercial R&D / Experimental In Preparation / Consideration Many!

Current Orange APIs openid.orange.fr dev.bubbletop.com dev.pikeo.com

Telcos must also leverage their developer programs

Conclusion Telcos have been traditionally closed, but are slowly starting to open up. There are still unresolved questions as to whether a platform approach will solve telco business model issues. Telcos have a lot of APIs to offer. Would like to see more innovation from the Telco API aggregator companies. Telco API Developer Programs are starting to look like those of Internet companies.

Telcos have been traditionally closed, but are slowly starting to open up.

There are still unresolved questions as to whether a platform approach will solve telco business model issues.

Telcos have a lot of APIs to offer.

Would like to see more innovation from the Telco API aggregator companies.

Telco API Developer Programs are starting to look like those of Internet companies.

thank you Orange, the Orange mark and any other Orange product or service names referred to in this material are trade marks of Orange Personal Communications Services Limited. © Orange Personal Communications Services Limited. [email_address] http://orangepartner.com http://dev.pikeo.com http://dev.bubbletop.com http://openid.orange.fr