Sdp Asia Workshop Sample

Application Stores, Developer Communities, Content, Games and Widgets: Strategic Market Review and Operator Opportunity / Risk Analysis Alan Quayle Business and Service Development 1 © 2008 Alan Quayle www.alanquayle.com/blog

Morning Session • 9.30 Market Landscape : Review The ‘Open’ Initiatives And Their Business Opportunities & Impact – Joint Innovation Labs (Vodafone, Verizon, China Mobile and Softbank) Can a market of 1 billion customers ever be wrong? – GSMA’s OneAPI (Network API specification based upon ParlayX) Will customers / application developers pay? – OMTP's (Open Mobile Terminal Platform) BONDI (handset based API) Will this enable operator bypass? – LiMo (Linux Mobile) and Android True open source versus a proprietary java virtual machine – Web-centric initiatives such as Open Ajax Alliance and W3C widgets Converging web and telco on the device – Consumer electronics and OS platforms and strategies (e.g. Nokia Ovi, Apple App Store, etc) and the rise of internet retailers (e.g. Amazon.com – Kindle is just their first step!) • 11.00 Morning Refreshments • 11.30 Updates & Analysis On Telecom Operator Activities And Initiatives – O2 Litmus (open co-development community) – Orange Partner (leading example of a traditional operator developer community) – Telus’s success with OneAPI versus Three Australia’s challenges – Cricket’s MyHomeStore (widgets for all phones – the re-emergence of the ODP) – Telenor’s CPA (Content Provider Access) and Playground – the impact of a common API across all operators within a country – Verizon AppZone – aggregating content through a single Storefront • 12.30 Networking Lunch 3 © 2008 Alan Quayle

Afternoon Session • 1.45 Quantifying the Opportunities and Threats – Reviewing and quantifying the success of the consumer electronics (e.g. Apple and Nokia) and operating system (e.g. Android and Microsoft) app stores versus the existing $31B mobile content market What are the key learning points for operators What should / should not be copied? – Within the app stores what are the opportunities and emerging bypass threats to the core revenue streams of voice and messaging? – What is the revenue and margin potential? • 3.15 Afternoon Refreshments • 3.45 Moving Forward: Strategies & Action Plans – Do operators really need developer communities or is content ingestion enough? – What should an integrated storefront strategy look like? – What are an operator’s differentiators? – Why should customer relationship management be part of that strategy? – Why will customers use an operator’s storefront? • 4.45 Close of Workshop 4 © 2008 Alan Quayle

Structure • App Store Ecosystem • Definitions • How JIL, W3C, OpenAPI, BONDI, AJAX, and SDP all fit together • OneAPI and Telus • BONDI, JIL, Zembly, OneApp • Impact on the SDP • Apple • Nokia Ovi • Android • Developer perspective • Community Magic Quadrants • What an Operator must do 6 © 2008 Alan Quayle

App Store Ecosystem Consumer Electronics / OS Store Developers Developer Direct Store Front / Content Community Relationship StoreFront Developer Ingestion Direct Store Front Communities Management Relationship Operator Store Ingestion Operator Management Direct Apps Store Front Developer Relationship Community Store Front strategy is independent of access technology. Bottomline: corner stores still survive despite Walmart - because they know the customer and are convenient 7 © 2008 Alan Quayle

Application Ecosystem Application or Content Developer Dial2do Application or Content Aggregator / Publisher Sony Store specific aggregation HP, Handmark, Operator, and Operator development community Application ingestion approval / testing Operator (content standards) and possibly 3rd party (Device Application store infrastructure Anywhere) and/or standards body / backend operations (IT) (Symbian/Java) Accenture, Operator, Volantis, Handmark Application store brand, marketing and commercials 8 Operator © 2008 Alan Quayle

Definitions • Widgets – User interface (rendered in browser) – 3 things: HTML, CSS, JavaScript Though there are variations: e.g. Facebook defines FBML, FBJS • Data Services – Back-end logic – running on a web-server For example: JavaScript 1.6 including E4X (processing XML objects in JavaScript) – Called from widgets or from other services • API – Externally available value-added services Generally a RESTful services Described by WADL(Web Application Description Language) – Called from other widgets and services – Requires some entity to manage the security, policies and quality of service (e.g. Mashery, or a mash-up server) 9 © 2008 Alan Quayle

Bringing in the SDP – Will it be Bypassed? SDP can mash-up social network APIs and communication network policies / APIs (Zembly) Network Client APIs will substitute some network capabilities SDP (e.g. location.) Policy and API management can come from SDP 11 © 2008 Alan Quayle

Mapping the Operator Developer Community Landscape Enterprise App Consumer App Verizon China Sprint ADP Vodafone Telus Orange Mobile Betavine AT&T Three API BT Ribbit Cricket Telenor Globe CPA Enterprise IT Content Only Telus and BT Ribbit have a solid enterprise focus, Orange Partner, VDC and China Mobile are attempts at enterprise, they lack focus 14 © 2008 Alan Quayle

Mapping the Consumer Electronics / Operating System Developer Community Landscape Enterprise App Consumer App Android Palm Handango Samsung Facebook Sun RIM Salesforce.com Microsoft AppExchange Getjar iPhone Nokia Ovi Enterprise IT Content Apple recently executed a plan supporting enterprise app developers and internal enterprise IT developers (those who do not sell on the store) 15 © 2008 Alan Quayle

Capabilities Application Developers Seek Potential Telco API capabilities (from App Vendor Survey) • Single sign-on • Authentication & Single Sign-on High • Presence (device, application, call state) • • Home Network Enabler Content Delivery • Address Book API • and Availability Device Capabilities / Software • Policy (Quality of Service) • IPTV enablers • Age Verification • Location (accuracies and freshness), Proximity, Heading, Speed • IPTV STB enablers • Preferences (policies or rules) • Content Enablers • Billing/Charging • Context – a combination of presence, location, device status, application status, • Collaboration Enablers • VoIP / SIP call control including invoking • Identity/Authentication • meeting status (calendar), etc. Customer data (business intelligence) supplementary services • Call Control • Fulfilment and other BOSS capabilities • Location • Messaging • Digital Rights Management • Network address book • Device Management • Messaging • Group List Server (buddy lists) • Local dial in number provisioning Popularity • Enterprise Mobilization • Ringtone purchase integration • Profile API • • VoIP / SIP: tone insertion Call Flow: ACD, IVR, CRM, Helpdesk • Video-ringtone platform • Subscription status • File Browsing • • Charging / Billing Call Log / Call events • • Mobile Video CDR number frequency search • Directory • Browser based API • Message Store • Calling Name dip • Presence And the list goes on, much further on….. Prioritization is critical 8 © 2008 Alan Quayle • SIP/VOIP/Call Control • Mobile Lookup Developers are excited about the • Connection status many capabilities and information • Discoverability an operator has available; but • Short codes getting the community / business • Plus lots and lots more…… basics is more important 16 © 2008 Alan Quayle

Structure • Betavine home screen and focus • Developer quotes • Community activity • Customer engagement • Developer perception • Vodafone’s application strategy and business model • Vodafone’s App Store strategy • Vodafone’s widget focus (obsession) • Home screen, App Store and MyWeb (widget engine) • Channels, partnering and sharing • Betavine going forward • Operator Impact 21 © 2008 Alan Quayle

Cricket’s Phone Top Experience HomeScreen is front and center of the customer’s phone experience, Services included incMyHomeScreen: • Website widget, and of course any website can be presented as a widget • Storefront widget for graphics, tones, themes, games or ringbacks. Here Cricket can aggregate a number of catalogs to present a unified storefront; • Account status widget to see the prepaid balance, call detail records, status of orders, etc; and • Of course the usual weather, news, gossip, entertainment widgets; 23 © 2008 Alan Quayle

Cricket MyHomeScreen: On Device Portal Example Cricket is an example of a phone-top experience that can work across all its phones (Brew-based operator). 24 Integrates both widgets and App Store. © 2008 Alan Quayle

Cricket’s Impact on Operators • Cricket provides an example of the phone-top experience in practice – Vodafone are only trialing, Cricket has deployed, Verizon will follow Cricket’s lead – Operator must have a clear plan on how developers apps will be presented in a phone-top experience • Cricket does not have the scale to create its own developer community – It will need to partner – Aggregates a number of existing Brew stores at present • Its focused is on creating a simple, easy to use, front-and-center experience that can – Educate ALL customers on the additional services Cricket can provide – Drive consumption of data services and content • For more info on Cricket’s MyHomeScreen check out http://www.alanquayle.com/blog/2009/06/crickets-myhomescreen- shows-th.html Cricket provides a deployment example of the integrated (app, content and widget) phone-top experience 26 © 2008 Alan Quayle

Mobile Application Revenue could reach $6B by 2013, 2008 is was $118M (US), $240M (Global) Broader Mobile Data Revenue breakdown by type of service, 2008-2014 Source: Pyramid Research Mobile Data Forecasts, Q1 2009 $6B Mobile application revenue is part of broader $46B mobile data revenue opportunity by 2013 28 © 2008 Alan Quayle

Strategic Context: Re-engineering the Web Era Date Characteristic Access Operator Implications Development of the <100kbps Focus on infrastructure, Web 1.0 ’90-’05 capacity expansion and mass basic platform. market connectivity. Focus on user Partner with media experience, open <10Mbps companies, social networking, Web 2.0 ’00-’10 programmable systems, advertising based models, IP connecting people. control and QoS. Web becomes intelligent, Fundamental shift in business understand / anticipates <100Mbps model, dumb or smart pipe? Web 3.0 ’10-’20 users needs – rise of the Question mark of operators’ ‘trusted agent.’ role as ‘trusted agent.’ Can Operators become the Trusted Agent? 29 © 2008 Alan Quayle

Strategic Context: Power of Devices drives Peer to Peer Assumptions Shattered Always Online Intelligently Connected Faster CPUs, 3D graphics Multiple PDP context Push as well as pull Massive storage Multiple access Pervasive P2P High definition displays Application driven Smart UIs Media centric Web-centric Context aware Smartphone penetration >50% Intelligence is now at the edge 30 © 2008 Alan Quayle

Critical Factor: Customer’s Perceptions are Changing User doesn’t care if Applications are no message delivered longer ‘web’ or Other by SMS, MMS, IM Voice ‘telecom’ services – or email. they’re just apps. Utility Messaging Subscribers are no Productivity longer ‘voice Mobile broadband subscribers,’ PIM starts to substitute they’re Internet fixed broadband subscribers – voice is just an app. Games Access to Source: Nokia Browsing Multimedia multimedia is no Smartphone 360 Survey Time allocated to longer constrained different applications by the network Voice makes up an increasingly small percentage of a smartphone’s usage, critical to embed such capabilities into other apps/processes 31 © 2008 Alan Quayle

Strategic Context: Web-based Service Providers are Innovating Faster in Service Providers Core Business And customers now expect this rate of innovation from their service providers 32 © 2008 Alan Quayle

Strategic Context: Which means that….. Fixed and mobile Services independent of Rapid usage growth and Broadband is an enabler the network innovation •Broadband is the •Broadband is an •Growth of Web 2.0 growth engine for enablers for all services community services telecom. •Market boundaries •“Freemium” models •Increasing access diminish as customers •‘Boiling Frog’ capacity increases expectations change. expansion into voice web-service •Move from vertically to capabilities horizontally integrated •Web 2.0 start to cannibalize telco’s services •Voice, messaging, IPTV •Multi-play becomes multi-access Operators must act now or become a dumb pipe 33 © 2008 Alan Quayle

Why Operators are Considering SDPs Access & Intelligent Wholesale Applications Content Distribution Connectivity Brokering Utility access where Bit Pipe differentiation is price and network quality. Open access, controlled and monetized QoS, Billing, Smart Pipe Data Mining, Capability Wholesale, Ad Broker Content and Service Provider There will be no clear cut between the different scenarios, multiple 34 business models and revenue modules will co-exist. © 2008 Alan Quayle

The Three Pillars of an Operators Application Strategy Services Community Contextually Focus Focus Relevant Use all stores, Friends list Use operators sell should be your knowledge of services! Favs list customers Trusted Agent Billing, privacy protection, subscriber data management Operators must focus on what they’re good at – not what’s currently 43 fashionable thinking © 2008 Alan Quayle

I’ve recently completed an “IMS Status Report” • Independent and quantified view of what is happening in the industry on IMS (IP Multimedia Subsystem), – 137 interviews, 101 operators around the world – Operator and supplier case studies • Key Findings – IMS remains niche, with only 8% of those operators surveyed deploying IMS. Note, none of those operators have completed the conversion of their network, all considered it a 5-7 year process. – Another 12% are in an extended field trial, which is characterized by services being launched on the IMS core, with in some cases paying customers; but a decision has not yet been made to commit to service migration onto the IMS core. – IMS does not appear to be entering a period of rapid adoption, rather a linear growth in initial adoption over the next 5 years, with by 2014 about 32% of operators commencing an IMS deployment. – Regionally, NAR (North America Region) provides the bulk of the growth in years 2010 and 2011, while EMEA (Europe Middle East and Africa) and APAC (Asia Pacific) regions provide the bulk of growth in later years. – Lack of business case, lack of standards compliance and BOSS (Business and Operational Support System) integration were the top three barriers to adoption as identified by operators. http://www.mindcommerce.com/Publications/IMS_Status.php 45 © 2008 Alan Quayle

Sdp Asia Workshop Sample

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