Open APIs: A Telco's Perspective

Slide 1: Open APIs: A Telco’s Perspective Asha Vellaikal Orange Labs

Slide 2: agenda 1 Why are Telco’s opening APIs? 2 What APIs does a Telco offer? 3 Telco API programs (current and near future) Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal 2

Slide 3: 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  Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal 3

Slide 4: 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) Telco 2.0: Redefining the telco business model Enabling platform for 3rd party services is a key component of  Telco 2.0 Telco 2.0 is a TM of STL Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal 4

Slide 5: Telco APIs: Optimistic & Pessimistic views Pros Cons Extend and diversify the reach Can the additional value created   of telco services, thereby compensate for the declining increasing revenue. ARPU? Telcos can focus on what they Further commoditizing key   do best and leave product assets of the telco? innovation to 3rd parties. Who owns customer service?  Extend the telco brand.  Technical worries such as  Re-position as a platform player compromising security of the  in the long run. network. Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal 5

Slide 6: What APIs can a Telco offer? Communication Voice Call Telco API Conf Call SMS / MMS WAP Push Payment Carrier Billing Network Prioritized Traffic Info on BW Content Ringtones Ringback Identity Context Video User Data Authentication Location Mobile Addressbook SSO Presence Usage Profile Calendar Device capabilities Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal 6

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

Slide 8: Direct Telco APIs Commercial R&D / Experimental In Preparation / Consideration Many! Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal 8

Slide 9: Current Orange APIs dev.bubbletop.com openid.orange.fr dev.pikeo.com Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal 9

Slide 10: Telcos must also leverage their developer programs Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal 10

Slide 11: 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. Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal 11

Slide 12: http://orangepartner.com http://dev.pikeo.com http://dev.bubbletop.com http://openid.orange.fr thank you asha.vellaikal@orange-ftgroup.com 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.