TADS Telecom Summit Huawei Mac Taylor


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Mac Taylor's presentation in the TADS Telco Summit on 'Building a Successful Telecom Application Ecosystem: Huawei's Plan for Success.

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TADS Telecom Summit Huawei Mac Taylor

  1. 1. www.huawei.com Building a successful telecom application ecosystem: A vision for success Mac Taylor Chief Business Consultant – Huawei Digital Services Product Line HUAWEI TECHNOLOGIES CO., LTD.
  2. 2. Contents 1. Platforms, Ecosystems and Mobile Computing 2. What real value can a large NEP add? 3. A Vendor’s responsibility in the TAD Ecosystem 4. Building success with Partners 2013/11/23 Huawei Confidential Page 2
  3. 3. Platforms, Ecosystems and Mobile Computing 2013/11/23
  4. 4. There goes the industry….. Huawei Confidential Page 4
  5. 5. Telecom Application Manifesto 1. Telecom voice and messaging revenues, a $1T market, are under pressure from web-based Over the Top service providers. 2. The telecommunications industry must deliver more services faster to survive. 3. But the existing ecosystem has failed to deliver, hence the need to recognize and develop a sustainable and profitable telecom application ecosystem. Huawei Confidential Page 5
  6. 6. Digital Service Percentage Forecasts Huawei Confidential Page 6
  7. 7. The Mobile Digital Business Opportunity Huawei Confidential Page 7
  8. 8. What real value can a large Network Equipment Provider add? 2013/11/23
  9. 9. Invisible Engines – How Software Platforms Drive Innovation and Transform Industries Evans, Hagiu and Schmalensee :MIT 2006 2013/11/23 Huawei Confidential Page 9
  10. 10. Software Platforms – Multisided Strategies 1. Businesses based on software platforms follow multisided strategies 2. To get users, developers, and hardware makers on their platforms. 3. These strategies are critical for harnessing positive feedbacks. 4. Users value more applications, and applications developers value more users. 2013/11/23 Huawei Confidential Page 10
  11. 11. Operators have THREE distinct businesses The new telco Opportunity: build an ecosystem to drive distribution of unique telco services Asymetric Competition: OTTs offer services for free (e.g., Viber), close to free (e.g., Whatsapp). The “bundle” biz model of “service + connectivity” of telcos makes it difficult to compete . A symbiotic relationship between telcos and OTTs: (e.g. iPhone apps drive data revenue.) Huawei Confidential Page 11
  12. 12. The Power of Digital Platforms and Ecosystems 1. An ecosystem allows you to spread the costs and risks of development to your partners. 2. This allows the value of the ecosystem to grow far beyond what a telco could create on its own. 3. Your external partners, developers or service providers, become investors in the ecosystem, 4. They subsidize the expansion of the your business. Huawei Confidential Page 12
  13. 13. Digital Services Platform – What is needed 1. Network Gateway – Integration into operator networks 2. Derived APIs, Other APIs and API services – APIs exposed from other than the network gateway 3. API management 4. Developer platform – capabilities to enable developers to create and run their applications using those APIs. 5. Developer community – real people using the APIs to solve real business problems. Huawei Confidential Page 13
  14. 14. A Vendor’s Responsibility in the TAD Ecosystem
  15. 15. Huawei Confidential Page 15
  16. 16. What a responsible vendor should do to enable the TADE 1. Telcos provide the communication resources and the large audience as we all use communications every day; 2. Vendors deliver easy to use platform for developers and critically brokering. 3. Brokering makes it easier for telco app developer to deliver across many operators, and manage the cultural gap that exists in the industry; 4. Telco app developers create a multitude of communication enabled services making the telco more useful; and 5. End users enjoy a rich experience which keeps them consuming communications services with a variety of business models. Huawei Confidential Page 16
  17. 17. A Vendors Responsibility in the TAD Ecosystem  Meeting telecom application developer diverse needs from hardcore programmers to those who create new services on application platforms that require little programming knowledge;  Providing systems that support and protect the operators’ networks;  Brokering between Telcos and developers to enable a service innovation engine; and  Creating a community of developers for Telcos to access. Huawei Confidential Page 17
  18. 18. 3rd party ME and Global Developer Community Developer SCE Platform and Business Enablers for CPs SPs Huawei Digital Services Platform API Management, Partner Management, SLA management, Settlement etc. API Platform: Derived APIs, other APIs and API Services Network Gateway Operator Assets and Capabilities Communi cation Billing & Payment Network Optimization Contextual Information Identity & User Profile Data & Info Mgmt Cloud Resource Integration with multiple Operators across regions and the globe Huawei Confidential Page 18
  19. 19. Exposing New Capabilities means new opportunities Real Time Communication API (Network): • Messaging Contextual Information • Device Connection Status • Call control • GPRS(APN, QoS) • Call event • Lock status • IVR • Ported-in network • Conference • Location • RCS • Device change • Content management notification • Access type • e-Fax • User balance • USSD • User Quota SDK (Terminal): • History usage • Messaging • Call control • Call event Charging & Payment Data & Info service • VAS charging • OpenID • In-App Charging • Subscriber type • Web App • SMS/MMS Network Optimization • Multi-ran Coordination • Cell Status Charging subscription • Policy Control • Package & • Allowed access Capability bundle • Payment • Network data type • SSO capability • OAuth Capability • Generic Auth with analysis capability • Video optimization • Cache Capability SIM/USIM • Generic Auth with Cloud service • Elastic computing service • Elastic Storage service • Elastic Load balance service • App Hosting Service • RDS service Application • Promotion • CRBT Mgt & Operation • Portal creation Capability • UC • CMS Capability • Conference • Campaign • Dynamic QoS Apply Capability • Real-time decision Capability • Report & dashboard Capability • Unified Product Management WiFi • Anonymous Identify • Generic Validation • Conference • RCS • e-Fax Huawei Confidential Page 19
  20. 20. What Businesses want 1. Businesses want more than an API 2. They want a partner to help them build their business 3. They want to make their business better by adding telecom capabilities › Such as messaging, payment, voice and communication services 4. They need advice, and someone they can trust 5. They need someone focused on their business success Huawei Confidential Page 20 Page 20
  21. 21. Platform economics – the Telecom API ecosystem Global (Telecom) Developer Community Customers New applications and services creates demand for operator capabilities New business value Platform Partners Exposed Telecom Capabilities creates potential for new services ME SMEs and Enterprises Huawei Platform and APIs Core Network, IT, Software and Services Successful new communication services create new demand for operators core business (voice, messaging, data) Operator A Operator B New communication services add value to operator’s customers and reduce churn Operator C Huawei Confidential Page 21
  22. 22. Vendors needs include:  Telcos must allow open promotion of the joint successes.  Publicity is essential to advertise  Success in a public forum where critical comment is possible, and to help the industry learn  and meet the innovation challenge. Huawei Confidential Page 22
  23. 23. Huawei Building success with partners
  24. 24. Application Scenarios of Multiple Level Core Capability SI    Identity& Authentication        Information & Interactive service Click to Dial, number hiding Instant & reservation conference Call center, information IVR Video surveillance  Charging& Payment    Query product Subscribe product Order & Query   SME/Enterprise Developers Single sign on User authorization OpenID Data& Information Real Time Communication 3 2 1 Location based Marketing & SNS User profile based marketing Behavior based marketing         Contextual Information Cloud Resource    Network Optimization  Micro payment In-app payment Mobile wallet Platform & IT    Portal & CMS integration Promotion Terminal adaption Operation analysis Elastic computing Elastic storage Load balance App hosting Database resource Cell status:Perceive network status E2E QoS:Video acceleration Network data analysis:Network & usage visualization Video optimization:Accelerate video access Cache:Improve experience & avoid congestion Huawei Confidential Page 24
  25. 25. Achieving Business Success by Opening Core Capabilities  More than 165 ASPs (Application Service providers)  More than 130+ new services within 1 year  Total Revenue (by December 2012) increased to $301M from $29.4M in 2011 Income 2012 America Movil HUB Monthly Revenue Income 2011 60,000,000.00 Rev $49M in Dec 50,000,000.00 40,000,000.00 30,000,000.00 20,000,000.00 10,000,000.00 0,00 January February March April May June July Huawei Confidential August September October November December Page 25
  26. 26. Global VAS Operation Experience “Huawei has delivered a first-class maintenance outsourcing Service to Starcomms, which met the maintenance outsourcing needs of Starcomms. Thanking Huawei Service engineers for their efforts.” Maher Qubain, CTO of Starcomms Double VAS Revenue within 1 year One Stop Multi Vendor MS Solution "We wanted to have the same billing and prepaid platform but the complexity around the integration is huge, 13 countries are 13 differences and Huawei had the ability to do the integration” Joachim Mata, Director of Product Marketing at Telefonica Decrease the complexity of network management for Customer Launched 30 new MVAS within 3 quarters Proud to have achieved the completion of Service Delivery Platform (SDP) implementation within 4 months, surpassing the industry standards and making it the fastest SDP implementation in the history of Indian telecom industry. Shorten TTM from 5-7 weeks to 5-7 days Huawei Confidential Page 26
  27. 27. Thank you www.huawei.com Copyright©2013 Huawei Technologies Co., Ltd. All Rights Reserved. The information in this document may contain predictive statements including, without limitation, statements regarding the future financial and operating results, future product portfolio, new technology, etc. There are a number of factors that could cause actual results and developments to differ materially from those expressed or implied in the predictive statements. Therefore, such information is provided for reference purpose only and constitutes neither an offer nor an acceptance. Huawei may change the information at any time without notice.
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