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Accelerating Innovation with APIs:
Social TV case study at Orange

api
Nicolas Bry SVP Orange Innovation
Bry, SVP,
Telecom...
Agenda
g


Open innovation and distributed business model



Orange case study



Modular Design Thinking and Governanc...
Scaling-up y
g p your business with APIs


New revenue streams



Extending reach & usage



New distribution channels
...
Don’t miss the API train


10,000 partners and $2 billion revenue per year at Expedia
Affiliate Net ork
Network



Sales...
Open innovation means assembling a
p
g
global jigsaw


Cooperation principles are powerful, but demanding
– Trust, networ...
Internet of Things relies on the success
g
of its APIs


Connected objects track & record data



API expose data, allow...
From Modular Design to creative API
g


‘Modularity in the Design of Complex Systems’ (Baldwin and
Clark)
– Top Down brea...
Agenda
g


Open innovation and distributed business model



Orange case study



Modular Design Thinking and Governanc...
Social TV in France


Popular shows over 100k tweets  up to 1 45m Tweets
1,45m



User benefits: storytelling, instant ...
Functional focus: ‘filtering’
g




Facilitating content
discovery and interaction



Orange N Bry– 2013 Nov, 12

Makin...
Moving fast through an API
g
g

API + Curation console



Multiple parallel roll-out



No app installation



Buzz in ...
10 Orange services connected in less
g
than a year


Social TV



Sports



Movies



VoD



Video Games

http://stud...
Next challenge: Orange Toolbox for
g
g
African Mobile Entrepreneurs


Drilling access to Orange
capabilities to support M...
On a broader scope, Orange Partner
p ,
g
presents renewed API portfolio for 2014


build relationships with the right Ora...
Agenda
g


Open innovation and distributed business model



Leveraging APIs internally



Modular Design Thinking and ...
Modular Design Thinking: ‘designing
g
g
g g
with’, rather than ‘designing for’


Meaning
– Enticing belief



Target
– P...
Systemic governance
y
g


Innovation team



Portfolio management
– Open Source
modularization and distribution



Amaz...
Thank you!
y

www.RapidInnovation.fr

Orange N Bry– 2013 Nov, 12

Orange restricted - Confidential

@NicoBry

18
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Accelerating Innovation with APIs: Social TV case study at Orange

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Social TV case study at Orange by Nicolas Bry, SVP Orange Innovation, at Telecom APIs.

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Transcript of "Accelerating Innovation with APIs: Social TV case study at Orange"

  1. 1. Accelerating Innovation with APIs: Social TV case study at Orange api Nicolas Bry SVP Orange Innovation Bry, SVP, Telecom API, 2013restricted - Confidential12, London Orange November Orange N Bry– 2013 Nov, 12 1
  2. 2. Agenda g  Open innovation and distributed business model  Orange case study  Modular Design Thinking and Governance Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 2
  3. 3. Scaling-up y g p your business with APIs  New revenue streams  Extending reach & usage  New distribution channels  Facilitating partnership g  Graduated opening APIs domino effect is its killer app Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 3
  4. 4. Don’t miss the API train  10,000 partners and $2 billion revenue per year at Expedia Affiliate Net ork Network  Salesforce founded on API providing Cloud CRM services  20,000 developers use Netflix API, 800+ devices stream Netflix content  Facebook Connect API has standardized credentials credentials, creating a universal ID for the digital world  Amazon Web Se ces ge e ated m$750 in 2011 a o eb Services generated $ 50 0  30 minutes to share resources through internal Comcast API compared to months in the past  AT&T offering 79 APIs to third parties Source: FaberNovel, 6 Reasons Why APIs Are Reshaping Your Business, November 2012 Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 4
  5. 5. Open innovation means assembling a p g global jigsaw  Cooperation principles are powerful, but demanding – Trust, networking culture, time & commitment  APIs open ocean of possibilities – Letting other take control, control and create value (disjunction) – Loose coupling – Concurrent connections & Reuse – Cross functional enhancement APIs are explicit knowledge on the shelf Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 5
  6. 6. Internet of Things relies on the success g of its APIs  Connected objects track & record data  API expose data, allowing 1/3 party developers to craft apps leveraging data  Creative apps extend connected objects’ value  Your ‘intelligent thing’ doesn’t have to intelligent thing doesn t be so smart API is lik using other people’s i like i th l ’ wheels to get you moving Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 6
  7. 7. From Modular Design to creative API g  ‘Modularity in the Design of Complex Systems’ (Baldwin and Clark) – Top Down breakdown of complex projects into separate modules  Moving f from passive to active components – Bottom Up organic APIs, providing a ‘toolbox for design’  APIs Ecosystem – Activating the intelligence of the many – Business API-ification API ification When every business is an API, new businesses form instantly by linking Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 7
  8. 8. Agenda g  Open innovation and distributed business model  Orange case study  Modular Design Thinking and Governance Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 8
  9. 9. Social TV in France  Popular shows over 100k tweets  up to 1 45m Tweets 1,45m  User benefits: storytelling, instant validation, listening, interacting  Official Hashtags, presenters Li T Offi i l H ht t Live Tweeting, T ti Tweets curation t ti  2ndscreen apps – TF1 Connect, M6 C C M6, Canal+ F l Foot – Devant La Télé, TV Tweet – Programme TV d’Orange & TV Check  Business impacts – Ratings, marketing, production, sync ad & d &m-commerce Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 9
  10. 10. Functional focus: ‘filtering’ g   Facilitating content discovery and interaction  Orange N Bry– 2013 Nov, 12 Making comprehensible social buzz Enhancing content value + promoting programmes + embracing new behaviour = customer loyalty Orange restricted - Confidential 10
  11. 11. Moving fast through an API g g API + Curation console  Multiple parallel roll-out  No app installation  Buzz in familiar enduser environment  Over multiple screens Modular design is the secret! Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 11
  12. 12. 10 Orange services connected in less g than a year  Social TV  Sports  Movies  VoD  Video Games http://studio.stupeflix.com/v/GQfRwEOuqX/ Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 12
  13. 13. Next challenge: Orange Toolbox for g g African Mobile Entrepreneurs  Drilling access to Orange capabilities to support Mobile Entrepreneurs 1. Core Network APIs 2. Regional APIs 3. Open Data APIs  Connected once, reach everywhere Nurturing an innovation ecosystem with Orange Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential network assets 13
  14. 14. On a broader scope, Orange Partner p , g presents renewed API portfolio for 2014  build relationships with the right Orange contacts for developers and start-ups  access Orange APIs, encouraging service innovation and usage increase  the route to Orange promotion channels channels, pushing your content to our customers  collaboration and knowledge sharing to accelerate service creation  coach start-ups and facilitate investment with Iris Capital in Europe join our community www orangepartner com www.orangepartner.com Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 14
  15. 15. Agenda g  Open innovation and distributed business model  Leveraging APIs internally  Modular Design Thinking and Governance Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 15
  16. 16. Modular Design Thinking: ‘designing g g g g with’, rather than ‘designing for’  Meaning – Enticing belief  Target – Power of sameness – Make it hard to misuse – Be your own customer  Evolutivity y – Start with MVP, ensure room for extensibility  Scalability S l bilit  Community – API staging (data viz), ‘killer demon-app’, interaction, hackaton Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 16
  17. 17. Systemic governance y g  Innovation team  Portfolio management – Open Source modularization and distribution  Amazon, plowing it since 2002 – “All teams will henceforth expose their data and functionality through service interfaces (API)  Time for innovators to step in, and for marketers to think in terms of API t f APIs based APIs-based system drives to growth at lightening speed Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential 17
  18. 18. Thank you! y www.RapidInnovation.fr Orange N Bry– 2013 Nov, 12 Orange restricted - Confidential @NicoBry 18
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