Independent Review of Telecom APIs
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Independent Review of Telecom APIs

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Post-conference workshop, An Independent Review of Telecom APIs given at the SDP Global Summit

Post-conference workshop, An Independent Review of Telecom APIs given at the SDP Global Summit

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Independent Review of Telecom APIs Independent Review of Telecom APIs Presentation Transcript

  • Independent Review of Telecom APIs Sept 20th 2013
  • Structure: Alan’s Bit • The Painful Facts! • Why do telcos need APIs? • Why all the big numbers? • Beware the Bait and Switch! • Where are the Telco API successes? • Dos and Don’ts of Telco API success • Mapping the API landscape! • Where are Telecom API going? • What needs to change? 2 © 2010 Alan Quayle Business and Service Development
  • Structure: Jean’s Bit • TeleStax introduction • What is RestComm? • HealthSense Case Study: using Telecom APIs to help baby boomers age safely • RestComm demo 3 © 2010 Alan Quayle Business and Service Development
  • Structure: Juan’s Bit • Case Study: Bank using joyn API for self-service • Case Study: Telco using joyn API for self-service • Case Study: Leading IVR/contact vendors adding a new channel using the telco API. o http://blogs.voxeo.com/voxeotalks/2013/09/04/joyn-voxeo-cxp-a-new- way-to-deliver-customer-care/ 4 © 2010 Alan Quayle Business and Service Development
  • Structure: Dan’s bit • The Tropo story • Tropo's products in a nutshell • Some deployed case studies • Use cases and other cool stuff 5 © 2010 Alan Quayle Business and Service Development
  • Structure: Luis’s bit • APIDAZE: facts & figures • Presentation of the APIDAZE REST API • Customer case: How a leading European affiliate network increased its revenue by 15% using APIDAZE • APIDAZE & WebRTC • WebRTC integration using APIDAZE 6 © 2010 Alan Quayle Business and Service Development
  • No developed market telco has successfully engaged mobile application developers with Telecom APIs
  • BUT Telecom API successes have come from using APIs internally
  • AND Telecom API successes have come from using APIs with existing partners
  • APIs reduce business friction. This means the value is not ‘in the API’ it’s in the service or data delivered through the API.
  • Mobile Application Developers ONLY care about direct access to a large engaged customer base that is prepared to pay. Apple and Android fulfill this need, Telcos are IRRELEVANT
  • This is the Most Important Slide in the PackRevenue Product Internal Telco Developers Partner Developers Telecom App Developers Mobile App Developers Long Tail Developers
  • Why? graphic
  • Why do Telcos need APIs? Without APIs Telecoms will become irrelevant as Service Providers because customers will expect communications to be embedded in their experiences. — Alan Quayle, Independent Telecom Thinker  APIs will become critical to maintaining Telecom’s customer relevance The money is not ‘in the API,’ it’s in the service delivered by the API. APIs are simply delivering services more efficiently, which opens up new business opportunities. — Jose Valles, VP Partner Products at Telefónica Digital  APIs are just a technology, its all about the services An API strategy is becoming a must…in terms of speed to market with new products, maximizing business development, and product development opportunities. — Steve Kurtz, VP Business Development, USA TODAY  APIs are a global IT trend across all industries
  • What is an API? • http://www.telco.com/api.php?action=remove_friction APIs reduce business friction by making it easy for software systems to work together using existing well understood web technology that any IT person can understand
  • Why do Telcos need APIs? 1995 2000 2005 2010 Why do we need a Web site? Of course we have a Web site Why do we need an API? Of course we have an API InnovationUpsell New business Operational efficiency Increase footprintAccelerate internal projects Extend products / services Make churn harder Partner opportunities New distribution Device and mobile support Telecoms is the ‘vital spice’ of any successful business ecosystem Process automation
  • Easy and Economical 90% Global comms clouds Laggards 10% Telco becomes the “path of last resort” as apps use “easy and economical” APIs for 90% of comms Applications Customers Telco What if a Telco does nothing?
  • Offers services direct Offers services direct Consumers Business Commoditizes pricing Easy and Economical 90% Global comms clouds Laggards 10% Telco gets commoditized and detached from customers for comms services Telco Wholesale that’s a good model!
  • Reality graphic
  • Market Requirements: Why are operators spending money on API? • M2M to support provisioning and management • Wishful thinking in building a developer community like Android and Apple • Support open innovation and work more easily with partners on new business models and market opportunities • Support internal innovation, in some cases focused on specific market segments like enterprise • Support open innovation with specific partners targeting specific market segments • Experimenting in what APIs could means to their business • Build specific business opportunities like direct carrier billing (mobile payments) • Laziness
  • Dos and don’t of telco API success? • Focus on internal and partner innovation with APIs o DO NOT chase long tail developers, telcos are now irrelevant • Focus initially on doing 1 or 2 services well, e.g. payments and communications • Focus on building a business o DO NOT publish an API and hope hackathons are enough o You will need sales, marketing, business development and critically support • Focus on the proposition to the top-target API consumers o DO NOT waste time on platform or ecosystem game theory o Build a business first, then focus on the platform and ecosystem
  • Mapping graphic
  • Mapping Telcos across the API Implementation Landscape Internal APIs External APIsBoth Experiment Broad Focused BusinessUseofAPIs Organizational Focus of APIs Likely Evolution Path Telecom Italia does not have everything right, for example, they lack the focus on building API-enabled businesses, but its closer than most.
  • Mapping vendors across the API landscape Cloud / BOSS Assets IT / Service Assets Network Assets IMS Assets Transactional APIs e.g. call control Informational APIs (e.g. customer profile) Developer Community Developer Portal API Management API Services Network Gateway API Publishers Voxeo Labs, Twilio API Management (including API Security) Intel Software (Mashery), CA (Layer 7), Apigee
  • Where are External Telco APIs going? • External Telecom API Roadmap o Payments: whether to expand beyond digital downloads o Communications: across all VAS not just calls – RCS, messaging, number provision, WebRTC, etc. • Focus on building a businesses around the APIs rather than publish and wishful thinking o Sales, marketing, business development and critically support o Traditional transition from tech-focus to business-focus
  • Brown-Nosed Middle Manager!
  • Market Chatter is Monopolized
  • Mobile Everything, WebRTC
  • Customers Services
  • Fixed Voice ($325B) Mobile Voice ($615B) Fixed Data ($275B) Mobile Data ($275B) Regulated Services ($1.5T) Un- regulated Services ($650B)-5 to -7% 5.5 to 9% 3 to 4% 0 to 2% 0-2% Total Telecoms Services ($2.15T) 3-6% + = Over the Top Messaging hits SMS growth Mobile substitution of fixed broadband with LTE OTT substitution, saturation, competition Mobile and OTT substitution Sources: operator averages across developed and developing markets, supplier estimates, Alan Quayle 1-3.3% Threats to Revenue There’s just 2 things we need to focus on
  • Make Telecoms an Essential Spice for every Business Recipe
  • Do more VAS!
  • No. We tried a similar service in our market and it failed, and we’re never ever going to try again What do you think of this service idea?
  • No. It will not work in our market. Because I’m a 50 year old guy who understands all my customers better than they know themselves. What do you think of this service idea?
  • No. A feature of your service overlaps with an existing. What do you think of this service idea?
  • No. We have a similar service launched, and are not going to experiment to make it better or address other customer segments. What do you think of this service idea?
  • No. Our network can not support such as service, even though such services are going over the top today. What do you think of this service idea?
  • No. It looks a bit like Joyn, we’re not sure about it, but because it looks a bit like something we may do in the future we’re not going to do it. What do you think of this service idea?
  • No. It must work across all devices, even though most devices will never use it. What do you think of this service idea?
  • No. We need additional (random) features included before we could consider it. What do you think of this service idea?
  • No. It must work on IMS (even though it doesn’t need to). What do you think of this service idea?
  • No. It must work across all our customers from day one, even though most will never use it. What do you think of this service idea?
  • No. It must conform to our process and design norms. But we’re not going to tell you what they are. What do you think of this service idea?
  • No. It must integrate with all our existing platforms, even though it can work fine in the current configuration. What do you think of this service idea?
  • No. It must be delivered through our preferred SI or NEP, who will copy / kill the service immediately. What do you think of this service idea?
  • No. You must work through our app store / portal, which we’re in the process of closing. What do you think of this service idea?
  • No. We can only focus on 4 service launches per year. We only back major successes like Video Telephony, Mobile TV, Push To Talk, See What I See… What do you think of this service idea?
  • No. We just don’t have the bandwidth, to do our job. What do you think of this service idea?
  • No. We have a network lock-down as we launch LTE so cannot do anything for the next 6-9 month. What do you think of this service idea?
  • No. Bob has left the business and we’re waiting on his replacement, who never comes. What do you think of this service idea?
  • No. We’re waiting on annual budgets to be confirmed, sometime in the next 6-12 months. What do you think of this service idea?
  • No. We’re re- organizing again this year. What do you think of this service idea?
  • No. Someone in the organization doesn’t like such services. What do you think of this service idea?
  • No. That cannot be implemented without changing our IN / product catalog / CRM / billing / network. What do you think of this service idea?
  • No. We cannot bill / sell services under $5 per month. What do you think of this service idea?
  • No. We have a backlog of 24 months on billing updates, even though the service doesn’t need to be in that pipeline. What do you think of this service idea?
  • No. You must work through our innovation group who we all hate and ignore as they’re parasites on our business. What do you think of this service idea?
  • No. You must talk with Bob who will then pass you to Bill, who will then pass you to Mary, who will then pass you to Paul, who will then pass you back to Bob. What do you think of this service idea?
  • Telecom Application Developer EcosystemRevenue Product Internal Telco Developers Partner Developers Telecom App Developers Mobile App Developers Long Tail Developers
  • www.tadsummit.com