Application enablement webinar alcatel lucent 15-dec

  • 1,020 views
Uploaded on

Light Reading Webinar on Developer Community Management and Service Provider Brand Strategies

Light Reading Webinar on Developer Community Management and Service Provider Brand Strategies

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,020
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
13
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Divider Section Break Pages Title block set 28/32pt Trebuchet white, flush left with text box positioned at, Horizontal 1.87” and Vertical 2.87” This slide is to be used to create Section Divider slides Please copy, paste and modify this slide to reflect your specific needs. It is not generated from a Master slide template
  • Mobile app for viewers to broadcast live video streams quickly and easily, with auto login, upload, QoS, authentication Service providers are exploring API exposure for user generated content today
  • Enhanced end user transaction Data entry is assisted with auto-fill via account information at service provider Authentication and authorization is assisted with service provider Transaction incomplete can trigger automatic callback from merchant to the end user, on whatever connection is appropriate for the end user
  • Divider Section Break Pages Title block set 28/32pt Trebuchet white, flush left with text box positioned at, Horizontal 1.87” and Vertical 2.87” This slide is to be used to create Section Divider slides Please copy, paste and modify this slide to reflect your specific needs. It is not generated from a Master slide template
  • Leverage Communities: Crowd-storm Ideation Crowd-source Prototyping Contests (Idea Jams, Hackathons) Network as a Platform Launch & Learn Reward & Retain Improved economics Speed to Market Velocity of Change New business models Build & protect franchise Innovate around the core leverage unique network assets Extended Reach to new markets Fill the portfolio Try new things Amortize your costs Capture new trends

Transcript

  • 1. Expanding Service Provider Capabilities and Brand with Application Enablement Moderator: Jim Hodges, Senior Analyst, Heavy Reading Speaker: Jeffrey Cortley, VP Solutions and Product Management, Alcatel-Lucent December 14, 2010
  • 2. Agenda
    • Core Business: Protect the brand
    • Understanding the Application Enablement Ecosystem
    • Strategic Exposure and Marketing of Service Provider APIs
    • Case Studies
    • Executing on the Strategy
    • Summary
  • 3.
      • Service providers have valuable assets ($1.8 trillion) largely untapped
      • Ecosystem is required to expand beyond core business
      • Enhance, extend, and expand beyond the brand with the right ecosystem strategies
    | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010
  • 4. From browsing to APIs “ It took 8 years to get to 1000 APIs, but only 18 months to get to 2000 APIs.” “ 2010 has a 2x increase in new APIs per month over last year.” John Musser, Founder ProgrammableWeb
  • 5. The real opportunity: growing your Brand Residential video Mobile consumers Enterprise consumers Consumer Broadband and PSTN | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 Video 9% Broadband 9% Business Services 15% PSTN 20% Mobile data, messaging, and voice 48% Total telecommunications revenue USD 1.8 trillion Source: Analysys Mason, 2009
  • 6. The challenge: linking service provider assets to web innovation | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010
      • Web 2.0 innovation
      • Cool apps, cloud
      • Service provider and assets
    APIs
  • 7. Applying the innovation to attract your target segment 900 SMBs 1500 Enterprise Leaders 1200 Advertisers 1300 Commercial Developers 4000 End Users 550 IT Developers
    • Trust
    • Subscriptions
    • Gaming
    • New Media
    • Metrics
    • Privacy
    • Functionality
    • Time-to-market
    • Metering usage
    • Subscription models
    • Healthcare – Location
    • Education – QoS
    • Finance - Profiling
    • Enhance existing applications
    • Receive advertising to offset cost
    • Need security
    • Bundling increases value
    • Create new business models
    • Drive new revenue
    • Tap in to 3 rd party APIs to expand the ecosystem
    | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 Source: Alcatel-Lucent Primary Market Research
  • 8. ACP market research shows developers see value in service provider assets. Well-defined set of enablers can expose value Sources: Heavy Reading, Shenkan & Associates, Alcatel-Lucent primary market research and analysis Communication Content Context Control Platform enablers | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 Valued Network assets Billing and charging for services Per application/per subscriber QoS guaranteed Security tools and services Subscriber authentication and authorization Real-time subscriber network and bandwidth information Developers’ willingness to pay Subscriber preferences (profiling) Subscriber location QoS More bandwidth Top ACP concerns Bandwidth availability QoS / reliability Subscriber data profiling Identity management Scalability
  • 9. Different Strategies for Exposing Network Assets Geo-Location Authenticate User Invoke Policy Debit User Account
    • “ Composite Service” Platform Level APIs
    • Simpler to use by developers, hides complexity
    • of multiple network interactions
    • Retain value of the network to developers
    • APIs are constructed to match service use cases
    • Manage brand consistency
    • Easier to package cross platform mash-ups
    • “ Atomic” Network Level APIs
    • Developers familiar with construction of telecom
    • Network services
    • Native access to individual resources
    • More extensive application programming
    • More rigorous certification & testing
    ... Communication IMS Multiscreen Content Subscriber context
  • 10. Strategy is driven by the end user needs Service Provider Network Assets and Services Authenticate Subscriber Get Subscriber ID Debit subscriber acct Get subscriber location Get subscriber friend list Add subscriber friend Get Bytes transmitted Reset Bytes transmitted Get flow QoS Set flow QoS Send flow data Send subscriber asset Publish subscriber asset Delete subscriber asset Get subscriber catalog … Atomic APIs Platform Enabler APIs QoS APIs Comm APIS Context APIs Content APIs … … … … … M2M APIs | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 Use cases and implementation End users
  • 11. Designing the right application enablement strategy Enterprise Consumer Target market selection
    • Transportation
    • Healthcare
    • Financial
    • Hospitality
    • Youth Demographic
    • Gen X, Y, Z
    • Seniors
    • Socio-Demo segments
    Developer strategy
    • Long Tail
    • Low touch/self-service
    • Niche apps
    • Commoditized API’s
    • Higher level abstraction
    • Restful Implementation
    • Strategic Partners
    • High touch collaboration
    • Enterprise/IT specialists
    • Platform Exposure
    • Composite API’s
    • Internal
    • Beta/Pre-release API’s
    • Core Network Exposure
    • Low level/Atomic API’s
    • Native -> Restful formats
    | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 Applications Popularity
  • 12. Poll Question
    • What network capabilities are you most willing to share for new business opportunity?
      • Bandwidth control
      • Subscriber context (presence, billing, location…)
      • Content storage and distribution
      • Multimedia conferencing
    | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010
  • 13. Use Cases
  • 14. Creating open enabler solutions Unique Carrier Assets
    • Ecosystem Engagement
    • Application Development
    • Domain Knowledge and Expertise
    • Complementary Components
    • Business Models and Use Cases
    • SaaS/Cloud/White-Label
    • Revenue Distribution
    • Behaviors/Processes/Cultures
    | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010
  • 15. Personalization, Payment, & Identify (know your customer) Trusted Content Delivery (deliver the right content to the user) context content accelerate innovation through a multi-vendor, device agnostic environment which provides easy to use web interfaces and a policy framework to apply rules to specific users or applications Massive Real-time Multimedia (manage quality of service) Immersive Media & communication (make communicating fun & easy) control communication Application Enablement Platform Enablers provide the right framework
  • 16. Use Case example: Citizen Journalist Facilitates (user-generated) video share to friends and more End User Leveraging service provider video communication assets to add value to social networking apps Media Distributor or TV Station or Web Site | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 3 rd party APIs communication
    • New video share capabilities
    • New media sources
    • More viewers
    SP APIs
    • Operator Assets
    • Web video services
    • AAA
    • Location
    • QoS
    Service Provider
    • Enhanced communication delivery
  • 17. Use case example: premium video delivery "Our work with Alcatel-Lucent has helped KPN realize the full potential of exposing network assets to third party developers and content providers,” said Damir Hajdarovic, Strategy Director at KPN. “We can truly unlock the network value by implementing these features in our network. The project has resulted in the formation of an Application Enablement function within our company to further develop strategies for opening up network capabilities and implementing commercial initiatives in this area." End User Service Provider QoS Enabled Network QoS request Content Provider | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 control
    • Differentiated, personalized content
    • Content delivered with quality assurance
    SP APIs
  • 18. Use case example: enhanced retail services Customer Knowledge
    • Operator Assets
    • Customer Profile
    • Location
    • Device Identity
    • Authentication
    • Call Routing
    • Billing
    • App Pre-load
    End User Leveraging service provider subscriber context asset to enhance retail transactions Merchant
    • Enabling operators to monetize their network assets by helping enterprises deliver better customer service and lower costs in the contact center
    • Customers enjoy a better experience when they interact with their bank, insurance company, airline, hospital, etc.
    context SP APIs | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010
  • 19. Open API enablers Enabling Platforms API(s)/Attributes Use Cases Policy management OSS/BSS (SDM, Provisioning) DPI/Policy Enforcement
    • Fair Usage
    • Service Tier Upgrade
    • Enhanced QoE/QoS
    • Deferred Delivery
    UNAB Presence MMIM Web video share Conference Dynamic QoS request QOS Event Registration QOS Event Notification QoS Info Retrieval QoS profile update
    • Extended social networking
    • Context based communication
    • Web based communication
    • Convergent communication / media
    • Business application integration
    • Deferred Delivery
    SearchContact SetPresence SendInstantMessage StartVideoStream ScheduleConference | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 control communication
  • 20. Open API enablers SDM/Profile DB Location (GMLC) Billing/Payment CRM/Genesys Content Server SDM/Profile DB Billing/Payment Multi Screen Framework
    • 3 Screen Ad delivery
    • Personalized Content
    • Storage as a Service
    • Social Content Mgmt
    • Premium Customer Service
    • Enhanced Mobile Retail
    • Personalized content
    • Personalized Customer Contact
    Authenticate User Get Subscriber Profile Get User Location Get Device Profile Invoke Call Handling Script Route Session Start/Stop Call Recording Transcribe Voice File Reserve Funds Credit Account Debit Account Create/delete/get/publish Content Notify Ingestion Events Create/delete/schedule Ad Add/remove/list tags Get/set/modify ranking Insert Ad Create/delete/update campaign Content Push Enabling Platforms API(s)/Attributes Use Cases | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 context content
  • 21. Summary
  • 22. Transforming your business through application enablement: Enhance, Extend, Expand | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 ARPU today Existing “ franchise” Services ARPU tomorrow Create New Revenue Streams by Exposing Network APIs with new unbranded services New paths to revenue Create New Services by Combining Network Enablers with OTT Apps to create branded new (mashed-up) services Exploit Web 2.0 to Extend Traditional Telecom with extended and enhanced “franchise” services Operationalize your strategy Innovation System Developer Engagement Cloud/SaaS Delivery Branded Packaging Generic “ spackle” Fill the pipeline Build the ecosystem (1+1=3) Play to your strengths Hedge your bets
  • 23. Alcatel-Lucent can help you with your API strategy API Management – Open API Platform API Provider Prototyping Developer Publishing Content Streaming Call Control & Routing Interactive Voice and Video Media Rich Messaging Customer Engagement Location Subscriber Data Monetization Advertising & Offers Payments & Charging Content Distribution Converged Policy Framework Automatic Application Identification Massively Scalable QoS Optimized Video Delivery Data & Services – Open API Enablers API Exposure Device Abstraction Business Presence Network Abstraction Open API Service API Directory & Developer Resources
  • 24. Poll Question
    • Do you have plans to expose your network capabilities with APIs to 3 rd parties for new business?
      • No
      • Yes, already doing it
      • Yes, within 0-12 months
      • Yes, 12-24 months
      • Yes, later
    | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010
  • 25. Q www.alcatel-lucent.com
    • Carrie Hydro, Application Enablement Marketing, Carrie.Hydro@alcatel-lucent.com
    • Jeffrey Cortley, VP Solutions and Product Management, Jeff.Cortley@alcatel-lucent.com
    • Applications Enablement
      • http://www.alcatel-lucent.com/application_enablement
    • Business and Operations Enablement
      • http:// www2.alcatel-lucent.com/business_operations_enablement/industrialize.php
    For more information | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 Questions and Answers