Ingredients for a Successful
Service Innovation Ecosystem
Chris Mairs, CTO, MetaSwitch
Some Examples




17 million iPhones sold     175 million active users
15,000 applications         660,000 developers
500 ...
Ingredient #1
Opportunities for Innovation
Opportunities for Innovation



    Accelerometers

                               Massive pre-existing
                  ...
Ingredient #2
Low Barrier to Product Creation
Low Barrier to Product Creation
Simple apps can be successful
Simple apps can be successful
Ingredient #3
Clear Route to Market
Clear Route to Market
Key Ingredients

       Opportunities for innovation


             Low barrier to
             product creation

       C...
Where’s the Beef?
Few Good Telephony Apps
Why Are Telephony Apps Scarce?

 Opportunities
 for innovation
Why Are Telephony Apps Scarce?

 Opportunities
                  • The innovation opportunity is
 for innovation
         ...
Why Are Telephony Apps Scarce?




      Low barrier to
      product creation
Why Are Telephony Apps Scarce?
            ✓ Hide legacy/TDM grunge
            ✓ Provide familiar paradigms
             ...
Why Are Telephony Apps Scarce?
                ✓ Hide legacy/TDM grunge
                ✓ Provide familiar paradigms
     ...
Why Are Telephony Apps Scarce?

Clear route
to market




              Mass-market approach is
              not suitable...
Why Are Telephony Apps Scarce?

Clear route
to market




              Mass-market approach is
              not suitable...
Why Are Telephony Apps Scarce?
                One-off download fee is
Clear route
              often not the best revenu...
How can a

   service provider
make a
  telephony ecosystem
                work?
Embrace Innovative Devices
                    XML applications
                    on SIP business
                    ph...
Embrace Innovative Devices
“If ever a home phone could be an
object of desire, this is it.”
Enable Seamless Integration
                 Network services (e.g. network address
                 book, shared call lis...
Lower Barrier to Product Creation
• Reuse existing Web 2.0 paradigms
• Pre-canned widgets
• Lots of tutorials
• Sample “GA...
Create a Clear Route to Market




           Network
           Platform
MetaSwitch Strategy




            Social
          Community
MetaSwitch Strategy
           Third-party
           developers


                          ‣   leadership
              ...
•.
•
•.
•
Chris Mairs's Presentation at eComm 2009
Chris Mairs's Presentation at eComm 2009
Chris Mairs's Presentation at eComm 2009
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  • Easily accessible development environments
    Very simple apps can be successful
  • Easily accessible development environments
    Very simple apps can be successful
  • Easily accessible development environments
    Very simple apps can be successful
  • Easily accessible development environments
    Very simple apps can be successful
  • Easily accessible development environments
    Very simple apps can be successful








  • Well known marketplace
    Good discovery mechanisms
    Monetization


































  • - iPhone/FaceBook hands off model appropriate for high volume, low cost disposable apps
    - high cost utility apps require hands on sale


  • Chris Mairs's Presentation at eComm 2009

    1. 1. Ingredients for a Successful Service Innovation Ecosystem Chris Mairs, CTO, MetaSwitch
    2. 2. Some Examples 17 million iPhones sold 175 million active users 15,000 applications 660,000 developers 500 million downloads 52,000 applications 5 million downloads / day 140 new apps / day
    3. 3. Ingredient #1
    4. 4. Opportunities for Innovation
    5. 5. Opportunities for Innovation Accelerometers Massive pre-existing network of friends Multi-touch GPS gestures
    6. 6. Ingredient #2
    7. 7. Low Barrier to Product Creation
    8. 8. Low Barrier to Product Creation
    9. 9. Simple apps can be successful
    10. 10. Simple apps can be successful
    11. 11. Ingredient #3
    12. 12. Clear Route to Market
    13. 13. Clear Route to Market
    14. 14. Key Ingredients Opportunities for innovation Low barrier to product creation Clear route to market
    15. 15. Where’s the Beef?
    16. 16. Few Good Telephony Apps
    17. 17. Why Are Telephony Apps Scarce? Opportunities for innovation
    18. 18. Why Are Telephony Apps Scarce? Opportunities • The innovation opportunity is for innovation not obvious • How many variants of Find- me/Follow-me are there? • Why are there more Salesforce mashups than Salesforce users? • SDK restrictions
    19. 19. Why Are Telephony Apps Scarce? Low barrier to product creation
    20. 20. Why Are Telephony Apps Scarce? ✓ Hide legacy/TDM grunge ✓ Provide familiar paradigms (RESTful APIs, etc) Low barrier to product creation
    21. 21. Why Are Telephony Apps Scarce? ✓ Hide legacy/TDM grunge ✓ Provide familiar paradigms (RESTful APIs, etc) The Simple Development ILLUSION Regulatory issues ➡ Billing and inter-carrier comp ➡ Stateful error handling and corner conditions ➡ Design and testing is difficult ➡ Must interact with network infrastructure ➡ Security policy ➡
    22. 22. Why Are Telephony Apps Scarce? Clear route to market Mass-market approach is not suitable for high-cost, high-utility applications
    23. 23. Why Are Telephony Apps Scarce? Clear route to market Mass-market approach is not suitable for high-cost, high-utility applications
    24. 24. Why Are Telephony Apps Scarce? One-off download fee is Clear route often not the best revenue to market model
    25. 25. How can a service provider make a telephony ecosystem work?
    26. 26. Embrace Innovative Devices XML applications on SIP business phones
    27. 27. Embrace Innovative Devices “If ever a home phone could be an object of desire, this is it.”
    28. 28. Enable Seamless Integration Network services (e.g. network address book, shared call list, message store) Parallel APIs for different device types (RESTful XML, JavaScript libraries, EBIF, ...) - one size doesn’t fit all One-touch distribution mechanisms for users to acquire widgets for multiple device types
    29. 29. Lower Barrier to Product Creation • Reuse existing Web 2.0 paradigms • Pre-canned widgets • Lots of tutorials • Sample “GA quality” code
    30. 30. Create a Clear Route to Market Network Platform
    31. 31. MetaSwitch Strategy Social Community
    32. 32. MetaSwitch Strategy Third-party developers ‣ leadership ‣ right APIs ‣ sand box 200+ Social ‣ tutorials Community partners ‣ source code ‣ blogs, forums ‣ engineering resources 400+ carrier customers
    33. 33. •. •
    34. 34. •. •

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