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  1. 1. OneAPI Canadian pilot Workshop, Mobile World Congress 16 February 2010 1 © GSM Association 2010
  2. 2. OneAPI Canadian pilot Introduction Graham Trickey Senior Director, GSMA 2 © GSM Association 2010
  3. 3. Agenda – OneAPI Canadian pilot workshop m Introduction Connecting to the OneAPI Canadian pilot Transaction flow model Pilot feedback - panel Conclusion 3 © GSM Association 2010
  4. 4. OneAPI Introduction Overview – GSMA commercial and standards based initiative with the goals of : • Addressing 3rd Party access challenges across multiple carriers • Establishing a common framework to support additional operators • Creating a viable commercial ecosystem for operator network API’s Industry Initiative aligns with global trends • Carrier “openness” to 3rd Parties • RESTful API standards • New Service Model creation Implementation – GSMA hosts a Web-friendly set of APIs • Pilots broken in geographic regions - Canada OneAPI Lead Pilot • The API abstracts the 3 Canadian pilot operators • Messaging, location and payment APIs available now 4 © GSM Association 2010
  5. 5. OneAPI Developer Value proposition Addressable market • Widened to participating operators • Ubiquitous messaging abstracts handset technology Service Promotion • Market to target customers via most personalized communication vehicle – messaging • Mobile marketing campaigns are easily measurable for ROI purposes Time to Market • One time integration to multiple carriers • Standards based technology approach Service Offering Flexibility • Rating controlled by developer • Charging (billing event) controlled by developer Product Enrichment • Can add location context now • Multimedia and two way text future 5 © GSM Association 2010
  6. 6. OneAPI Operator Value proposition Increased Breadth of service offering • Mobile apps and services access available directly from the ISV's • Open Eco system of application and service development Improved Service Discovery • Service promotion executed by 3rd Party • 3rd party targeted promotions via SMS messaging Improved Discovery to Sale Conversion • Click to Buy (supported post pilot phase) • Removal of credit cards barrier to service purchase via Bill on Behalf of API Monetisation • Bill on Behalf revenue share • Wholesale of bulk messaging and location 6 © GSM Association 2010
  7. 7. The GSMA OneAPI standard What are the APIs? – A set of lightweight Web-friendly APIs, standardised through the OMA, delivery Q4 2009 – Messaging, location and charging APIs in phase 1 What are the dependencies? – An operator SDP with access to messaging, charging and location enablers What tools will be available? – Developer SDK: Specifications, tutorials, code wrappers Q1 2010 – Operator SDK: Conformance test tool, specifications Q1 2010 What does the operator have to provide? – A OneAPI implementation (hosting of the APIs) – Terms and conditions, Policies/SLAs for access by developers 7 © GSM Association 2010
  8. 8. GSMA OneAPI Project participants Network Operators Platform Vendors …plus ongoing requirements and feedback from developers 8 © GSM Association 2010
  9. 9. OMA-BASED STANDARD Q1 2010 OneAPI first phase Messaging via OneAPI via OneAPI Web server Web server Send an SMS/MMS Receive an MO SMS/MMS Use cases: Use cases: • on-time Website password • text/ photo/video blogging • text/photo/video alerts • client application updating server (games) • trigger application on handset* • Get information based on text (e.g. Wikipedia definition) Location Payment via OneAPI via OneAPI Web server Web server Get location (for individual or group) Reserve, Charge, Refund amount to user Use cases: Use cases: • cross-operator buddy finder/LB gaming • Seamless mobile billing • Mash-ups with mapping, reviews services. • Using MNO billing for PC services 9 © GSM Association 2010
  10. 10. What’s next? More APIs Data Connection Profile - Based on developer requests Whose network More operators are you on? – Expanding the OneAPI footprint Beyond APIs Addressing other areas of Are you currently – Web server GPRS/3G/ technical fragmentation: HSPA? • AAA / accreditation • Policy management Please get involved! QoS – Feedback on the APIs This video – Participate in pilots needs to be jitter-free – what else can we do? …and I need to Web server know you received all of it 10 © GSM Association 2010
  11. 11. OneAPI Canadian pilot Agreed Objectives 1. Demonstrate clear demand for the commercial availability of OneAPI from developers 2. Implement a regional aggregation facility to provide a single endpoint for developers to utilise OneAPI from any of the pilot operators 3. Ensure that the OneAPI is commercially available from the major operators in a specific geography Pilot Operators – Bell Mobility, Rogers Communications, TELUS Pilot Developers…so far - AirG, Mobiry, HomeCamera, Xora, Locatrix, Lifegliders 11 © GSM Association 2010
  12. 12. Pilot scope Commercial – Developer charged for network access – Bill on Behalf API available – Commercial Feedback loop Functional – Location test including Privacy Management – Messaging test including spam control /Opt-in – Billing – Operation & Security – On-boarding & support process Scale – Open up to 100 developers Participant Selection Criteria – Cross section of market segments – Cross section of developer business maturity – Ability to execute Schedule – The Pilot will run from February to July 2010 12 © GSM Association 2010
  13. 13. OneAPI Canadian Pilot In operation since January 2010 For further information : 13 © GSM Association 2010
  14. 14. Success criteria Technical – Demonstrate a cross-carrier platform for billing and network abstraction Financial – Demonstrate via business use cases across broad enterprise market segments Support – Demonstrate effective support processes and business scale capacity is in place Commercial – Gather sufficient data points to identify key ecosystem growth barriers 14 © GSM Association 2010
  15. 15. Connecting to the Canadian OneAPI Pilot Mobile World Congress, 2010 15 © GSM Association 2010
  16. 16. OneAPI Canadian Pilot Architecture Partners OneAPI (SOAP & REST) Universal Service Platform OneAPI 3PRM Number NP Interface GSMA Pathfinder Portal Routing SMS MMS Location Payment Stored Payment PayPal Web Service Interface TWS Platform Value Gateway SMS MMS Location Payment Payment & Reports GSMA & Carrier Reporting Settlement Financial Parlay X Parlay X Parlay X SMS Location Billing SMS Location Billing SMS Location Billing Telus Bell Rogers 16 © GSM Association 2010
  17. 17. Technology & Business Challenges Subscriber Permissions Privacy management API provided to gain subscriber permissions for your application Subscribers can opt-out at any time Network Routing Allowing applications to deliver service to all subscribers without knowing their home network Platform integrates with GSMA Pathfinder to route transactions appropriately Commercial Solution Providing a PayPal option for developers to pay for API usage Collecting charges from subscribers via the operator bill 17 © GSM Association 2010
  18. 18. Developer experience Register at Open registration process with standard Ts & Cs for all developers Access to ‘Sandbox’ API services will be granted Approval process and credit purchase required for access to live services Further approval required to access operator payment services Application Development Simple Web Service APIs exposed via SOAP & REST Variety of developer support material provided (inc. sample code) Simple prepaid usage model for APIs 18 © GSM Association 2010
  19. 19. Developer experience Settlement Process OneAPI Pilot will settle with developers who use the operator payment services Standard contracts are in place for all developers during pilot Support during Pilot OneAPI fourm will be maintained for developer support 19 © GSM Association 2010
  20. 20. Thank You! 20 © GSM Association 2010
  21. 21. OneAPI Canadian Pilot Using the pilot Shane Logan, TELUS 21 © GSM Association 2010
  22. 22. Today's challenges . . . Developers; cheaper/faster access to a larger base Carriers; faster access to cheaper innovation Subscribers; access to more affordable niche apps “There is a need for OneAPI” 22 © GSM Association 2010
  23. 23. The Ecosystem . . . p e r De l o s GSMA v e TELUS PayPal Neustar Canadian OneAPI AePona Rogers BELL 23 One API to rule them all, One API to find them, © GSM Association 2010 One API to bring them all, and in darkness bind them.
  24. 24. Lessons learned to date . . . Abstraction is not easy What API’s to expose Lowest common denominator Business Stream Common Terms & Conditions Technical Stream Individual GSMA Contracts Developer Stream No human interaction GSMA Too much interest ! Who supports troubleshooting Education is required 24 © GSM Association 2010
  25. 25. High Level Flow . . . Partner registers with GSMA Access to SDK, Docs, Sandbox Purchase credits for SMS/LBS GSMA Request Access to BOBO Developers Request Production Access Settle with GSMA on BOBO Request for consent Carriers delivers service PayPal PayPal AePona AePona Neustar Neustar SMS/LBS Settlement Rev share on BOBO TELUS TELUS Rogers Rogers Bell Bell … … … … 25 22 millions subs © GSM Association 2010
  26. 26. Developer Feedback . . . One of the strong appeals of OneAPI for us is to have one access point for mobile phones, each exception, creates more work. In doing this I found the platform easy to use and documentation to be good and clear. When will the payment API be available? Any news on any other carriers (Canadian, US) joining the Canadian Pilot? 26 © GSM Association 2010
  27. 27. Developer Feedback . . . Looking forward for MO messages – I understand that it is not a part of the pilot launch? The promise of OneAPI is great, the details will determine its success. One key factor in our evaluation of OneAPI is the cost for using OneAPI services, like SMS. Developer experience of on-boarding and registration was relatively straight forward, no issues there. 27 © GSM Association 2010
  28. 28. Next steps . . . Support the Canadian pilot that is now commercial . . . Encourage more developers to onboard . . . Visit: “” Evaluate and share the feedback and KPI’s . . . Encourage the European OneAPI . . . A rising tide lifts all boat ! 28 © GSM Association 2010
  29. 29. OneAPI Canadian Pilot Panel Discussion Larry Baziw, Rogers James Gazzola, Bell Alexey Mykhaylov, Mobiry 29 © GSM Association 2010
  30. 30. OneAPI Canadian Pilot Conclusion 30 © GSM Association 2010
  31. 31. App Garage stand 7APG App Planet • OneAPI App demonstrations by : Aepona, Locatrix, LifeGliders, Livecast, Ericsson, Mobiry, Airweb • Presentations on OneAPI apps and OneAPI Canadian pilot • Meet project team members Useful links: OneAPI Portal : Canadian pilot portal: 31 © GSM Association 2010