Mobile Internet Fulfillment Exchange [MIFE] TADSummit Keynote by Amos Manasseh, Axiata Group. 12-13 November Istanbul Turkey, POint Hotel Taksim. Axiata Digital Services Practice Lead, Group API Ecosystem.

1. TAD SUMMIT ISTANBUL 2014
Mobile Internet Fulfillment Exchange [MIFE]
company confidential

2. AMOS MANASSEH
Axiata Digital Services
Practice Lead | Group API Ecosystem
Axiata Digital Services Confidential Page 2

3. WE RECOGNISE OTTs ARE EVOLVING RAPIDLY
WE NEED TO EMBRACE AN OPEN PARTNERSHIP MODEL
Page 3
MNOs must adapt & evolve to enable quick and easy
strategic partnership with OTTs and underpin their position
in the ecosystem
We must change our processes and hire / re-train to
implement them
We must establish a new collaboration layer with web-centric
interfaces to enable friction-free interoperability &
partnership
1
2
3
Axiata Digital Services Confidential Page 3

4. THE FIRST THING WE DID WAS TRY AND ADDRESS LONG TAIL
WE WANTED TO LEARN, REFINE AND ITERATE
Axiata Digital Services Confidential Page 4

5. KEY REASONS FOR SUCCESS WERE SIMPLICITY, MINIMUM ENTRY
BARRIERS, COMMUNITY ENGAGEMENT
2900+ Apps/Services
Axiata Digital Services Confidential Page 5

6. TO ACCELERATE THE VISION FOR AXIATA WE CREATED A
SMALL DEDICATED TEAM EMPOWERED TO CHANGE THINGS
Simplify
Reduce
cost
Engage
Plug &
Play
Light
Process
Agile
Dev
Axiata Digital Services Confidential Page 6

7. WE DECIDED TO TRY AND EMULATE BEST PRACTICES FROM
AGILE BUSINESSES – by creating a modular “Internet enabling layer”
Working with hSENID
for Long Tail
API HUB
Self Service SP
Portal
Admin
Reporting
MC SMS DoB LBS
API Store
ACR Module
USSD
Self Service
Operator Portal
API MANAGER
Commercial
Module
AXIATA OPCOS
PLUGGED IN
Connected to
GSMA Hub AND
Exchange
Axiata Digital Services Confidential Page 7

8. WE CREATED REUSABLE COMPONENTS
TO GROW OUR ECOSYSTEM FAST
1. Single MNO can offer
GSMA APIs, & Mobile
Connect
2. Publish & manage
bespoke APIs
1. A Hub with all Gateway features
which aggregates several MNOs.
2. A single MNO or 3rd party may
host this node on behalf of
several MNOs.
MIFE
HUB
MIFE Gateway
Low cost, robust & highly scalable, cloud or on premise
Axiata Digital Services Confidential Page 8

9. AXIATA CREATED A CONNECTED ECOSYSTEM WITH A COMMON
INTERCONNECT LAYER – Mobile Internet Fulfillment Exchange
SP
GSMA
Hub/
Exchange
MNO
SP
MNO
SP
MNO
SP
TBA
SP
TBA
Regional
Aggregator
SP SP SP SP SP SP SP SP SP
MIFE Gateway
MIFE Gateway
MNO
With Local
Gateway
MIFE Gateway
MNO
With Local
Gateway
Service
Provider MIFE Cloud Plugin
Axiata Digital Services Confidential Page 9
SP
MNO
Dialog
Country
Hub
MIFE
Hub
E-Commerce
Game/App
Distributor
MNO with
API Layer
MNO
With Local
Gateway
MNO MIFE HUB MIFE Gateway
SP SP SP

10. WE EMBRACED NEW CONCEPTS TO ACHIEVE SCALABILITY &
SPEED TO MARKET - ELIMINATING COST & EXECUTION FRICTION
Open Source
Modular
Hybrid
Deployment
Low Cost
Flexible
Configuration
Axiata Digital Services Confidential Page 10

11. WE ARE OPEN SOURCING MIFE TELCO PLATFORM
WSO2 OFFERING FULL ENTERPRISE GRADE SUPPORT
Very low barrier to entry –
open source low cost startup
Supported Open Source
model
Download and try for free
with no risk
OneAPI and Mobile Connect
Compliant – with local ID
Server
Dialog Telco launched 15
apps last year – Digital
services launched 2000 with
MIFE
Quick install toolkit for an
MNO to start an API play in
weeks
Publish a new API in days
Aggressive Telco road map
covering all key strategic
verticals
The MIFE stack will be available to all operators, service
providers and developers in Q1 2015
Axiata Digital Services Confidential Page 11

12. The Mobile Internet &
Fulfillment Exchange
Axiata Digital Services Confidential Page 12

13. THANK YOU
amos@axiata.com
company confidential Page 13

14. RUDE QUESTIONS
Why has Dialog succeeded where developed market Telcos have struggled?
• Flexible technology, low cost development, dedicated team, nurture ecosystem,
partnership and reduce margins to grow system – don’t be greedy
What is the one thing you would do differently in Ideamart?
• Start quicker, be more confident in our own skills, embrace fail fast mode,
Is your experience addressable to developed markets?
• Yes if you nurture and understand ecosystem …. And don’t be greedy
How do you see the Telecom API ecosystem evolving?
• Interoperability, collaboration, ….
Can Telcos innovate, or should they leave that to other companies?
• Yes if they empower their teams, create innovation processes and re-base expectations
But can Telcos work with other companies?
• Yes if they rebase their expectations.
Axiata Digital Services Confidential Page 14