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Application Policy
Management – Exposing APIs
   Broadband World Forum 2011
          Guy Redmill
Networks are Complex
                                                              IP Multimedia Networks
                                                                                                                  Legacy mobile                 LCS
                                                 CS Network                                                       signalling Networks           Client

                                                                                                                  Mm Ma                              Le
                                  Mb      Mb          CS                                                                              AS
                                                                    BGCF                      I-CSCF
                                                                                                                                    Sh
                                                           CS                Mg        Mk                         Cx         C, D,                  LRF
                                                                     Mk                                                      Gc, Gr

                                                                                                        Mw
                                                                                                                             HSS               Mm
                                                                    Mj       BGCF                                                                    Ml
                                                                                              Mi               Cx

                                               IMS-              MGCF                                               Dx       SLF
                                               MGW                                                S-CSCF                                 Dh
                                                                              Mg                                  Dx
                                                         Mn
                                                                                                                              ISC             E-CSCF
                                                                                  Mr
                                                Mb                                                Mw
                                                                                                                                   Mw
                                                                           P-CSCF                                                                    Mi
                                       MRFP                     MRFC
                                                                                                   Mx
                                                      Mp
                                                                            Rx               Mx                              Mx               BGCF
                                  Mb       Mb         Mb                                                IBCF
                                                                                            Ici
                                                                                  Gm                         Ix

                                                                                                        TrGW
                                                                                                                       Izi
Legend:                                                                           UE
Bold lines:     interfaces supporting user traffic;                                                                  Ut
Dashed lines:   interfaces supporting only signalling.
NOTE:           The reference point CS (Circuit Switched) is not specified in this specification. REF: TS 23 002-820
And Getting More Complicated..




Legend:
Bold lines:     interfaces supporting user traffic;
Dashed lines:   interfaces supporting only signalling.
NOTE:           The reference point CS (Circuit Switched) is not specified in this specification. REF: TS 123 002 V9.4.0 / 23.002 9.4.0
And More…
                                                                                      HLR/AuC*         C          SMS-GMSC
                                                            MSC          EIR                                                                SMS-SC
            TE          MT               GERAN                                          HSS*                     SMS-IWMSC
                  R                 Um

                                         Gb, Iu                                                                                         Rx+ (Rx/Gq)
                                                                                Gr
                                                            Gs     Gf                                                                             AF
                                                                                                                               PCRF
                                                                                       Gd                          Gx+ (Go/Gx)
                                                                                                            Gc               Gmb
                                                                                                                                            BM-SC


                                                       Iu                                                                       Gi                 Gi
                                                                                       Gn/Gp                                                                                   PDN
             TE         MT               UTRAN                    SGSN                                  GGSN
                                                                                                                                      Mb
                   R               Uu
                                                                        Gn     Ga     Billing     Ga
                                                                                     System*                     Gy Mb                            IMS-
                                                                 SGSN                                                      MRFP                   MGW
                                                                                                       OCS*                                                                           Wi
             UE               Gm                                                      CGF*

                                                                                                                                       IMS


                                                                    P-CSCF                                   CSCF
                                                                                        Mw

                                                                                                                  Cx           Dx
                                                                                        HLR/
                                                                        CDF             AuC*                HSS*               SLF
                                                                                           D/Gr        Wx
                                                                          Wf Wf
                  Intranet/                                                                                              Dw
                                                                                Wd
                                                                  3GPP AAA                        3GPP AAA                                                **
                  Internet                                                                                                           OCS*
                                                                    Proxy                           Server
                                                  Wa         Wa                                                        Wo Wy
                                                                                                  Wm
                           WLAN Access                                                Wg
          WLAN
                             Network                                    WAG                                PDG
           UE                                                                                                                                      Note: * Elements duplicated for picture
                  Ww                                   Wn                               Wp
                                                                                                                   Wz                              layout purposes only, they belong to the
                                                                                                                                                   same logical entity in the architecture
                      Wu                                                                                                                Billing    baseline.
                                                                  Traffic and signaling                                 CGF*           System*
                                                                  Signaling                                                                        ** is a reference point currently missing

REF: 3GPP ETS 23.882-1f1 Baseline architecture for 3GPP
Why Do We Need APIs?


•   Reduce / hide complexity
•   Abstract functionality
•   Leverage capabilities in a simple way
•   Create value
•   Increase return from network investment
•   Make / save money
What Do We Use Them For?
APIs Have A Long History
Operator Initiatives


• Many examples
  – BlueVia
  – BetaVine
  – Orange
  – Sprint
  – Telenor MOVE
• How successful?
Here’s An Example:

                                          Partners




                                               TSG




REF: Telenor AS (Sune Jakobsson) / Gintel AS
The Internet World Has Many APIs




 http://blog.programmableweb.com/2011/03/08/3000-web-apis/
2006
2011
          12secondstv 23 30Boxes 411Sync 43Things 5min 7digital A9 Abbreviations Active AddThisMenu AddThisSharingEndpoints AdobeOnAir AdobeShare AdobeSocial
   AevumObscurum AftertheDeadline AgentRank aideRSS AIM AIMPhoneline Akismet AlcatelLucentOpen Alchemy AlchemyAPIKeywordandTermExtracti Alexa AlexaThumbnail
      AlexaTopSites AlexaWebInfo AlternativeTo Amazon AmazonCloudWatch AmazonEC2 AmazonFulfillmentWebService AmazonHistorical AmazonMarketplaceWebService
    AmazonPayments AmazonQueue AmazonRDSRelationalDatabaseServi AmazonS3 AmazonSimpleDB AMEE Amplify AOLOpenAuth AOLOpenMail AOLPictures AOLVideo
  AOLVideoUpload AOLWebAIM AonawareDictionary ArcWeb ArtBeat arXiv AustralianBusinessNumberLookup AuthenticJobs Authorize.Net AvantLink Avvo Awesm BabyNames
    Backpack BackTweets BackType Bandsintown Basecamp BatchBook BBC BBCMusic Bebo BeenVerified BeerMapping BeliefNetworks BestBuyRemix Betfair BibleGateway
  BibSonomy BigHugeThesaurus BigTribe Billboard Billomat Bing BingMaps Bit.ly BlankSlate bLaugh Blinksale Blinkx Blip.tv Blipfm BlogamaIPInfoDB Blogger Bloglines Blogmarks
   BlueDot BookMooch BooRahRestaurantSearch Box.net Brightcove BrighterPlanetEmissionEstimates Brightkite BroadsoftXtended BrooklynMuseum BTWeb21C Buildasearch
       Burstn buySAFE Buzznet CafePress Calais CampaignMonitor Campfire CapitolWords CareerBuilder Carma ChaCha ChartLyricsLyric Chirpio Cicero CitySearchCityGrid
CitySourced ClearForest Clickatell Clicky Cligs Clipta CloudMade Cloudspeakers Cloudvox CNET Collecta COLOURlovers CommissionJunction Compete ConceptShare Connotea
             ContextVoice CorpWatch CowntUs CreativeCommons CrunchBase CurrenciesExchangeRates CyberSourceSimple DabbleDB Dailyplaces DandyId Dapper
    DataUnisonEbayResearch Daylife DBBusinessVerify DBCreditCheck DBpedia deCarta del.icio.us DemocracyInAction DHL Digg DigitalBucket DigitalNZ DigitalPodcast Dipity
      DirectedEdge Discogs Disqus Doba Docstoc DocuSignEnterprise DonorsChoose dopplr Drawloop Dropbox Dropio EarthTools EasyUtil eBay EchoNest EchoSign EditGrid
   EmporaEvergreen Enthusem Entrez Ergast eSideWalk ESRIArcGISJavaScript ESV Etsy Eventbrite Eventful EveOnline Evernote Evoca Evri Expono Facebook FacebookAds
 FacebookGraph FacebookSocialPlugins Facecom Faces Factual FanFeedrSportsNews FantasyFootballNerd FatSecret Faviconz FedEx FedSpending FeedBurner FeedMap ffwd
   FilesAnywhere FilesTube FilmCrave Findory FireEagle FizberNeighborhoods Flickr FlightStats Floobs FollowTheMoney Formstack Forvo Fotolia Foursquare Foxrate Freebase
  FreebieSMS Freewheel FreeYourID FreshBooks FriendFeed Friendster Fring FUTEFWikipedia GamePro GamesRadar Garmin geocoder geocoderCanada Geocubes Geograph
 GeoIQ Geolenz Geoloqi GeoNames GetMapping GetSatisfaction Gigablast GigJunkie Gigya GitHub GlobalBiodiversityInformationFac GlobeXplorer Glue GoMoTextSMSGateway
    Goodreads Google GoogleAdSense GoogleAdWords GoogleAjaxFeeds GoogleAJAXLanguage GoogleAJAXLibraries GoogleAjaxSearch GoogleAnalytics GoogleAppEngine
          GoogleAppsEmailMigration GoogleBase GoogleBookSearchBookViewability GoogleBookSearchData GoogleBuzz GoogleCalendar GoogleChart GoogleCheckout
          GoogleClientAuth GoogleCodeSearch GoogleContacts GoogleCustomSearch GoogleDesktop GoogleDirections GoogleDocsList GoogleEarth GoogleEmailSettings
    GoogleFinancePortfolio GoogleFont GoogleFriendConnect GoogleFusionTables GoogleGears GoogleGearsGeolocation GoogleGeocoding GoogleGmailOAuth GoogleHealth
   GoogleHomepage GoogleLatitude GoogleMaps GoogleMapsData GoogleMapsElevation GoogleMapsFlash GoogleMashupEditor GoogleNotebook GoogleO3D GoogleOpenID
       GooglePicasa GooglePlaces GooglePrediction GoogleSafeBrowsing GoogleSites GoogleSocialGraph GoogleSpreadsheets GoogleSSO GoogleStaticMaps GoogleTalk
       GoogleTranslate GoogleVisualization GoogleWave GoogleWebAuth GoogleWebmasterTools GoogleWebsiteOptimizer GovTrack.us Gowalla GreatSchools Grooveshark
GrouperVideo Groupon Gruvr Guardian Harvest Heroku Heyzap Hi5 Highrise Hiogi HolidayService HomePipe hon.jp hostip HotelsCombined HotOrNot HotUKDeals Howcast Hyves
          Identica Idiomag Ifbyphone iGoogleThemes IIGAlerts Ikregeernl ILike ImageLoop ImageShack Imeem Imgly IMified indeed InfochimpsDigitalElement Infosnipernet
 InnerGearsCityState Instagram Instapaper IntelCPU IntelePeer Interfax InternetArchive InternetVideoArchive IntuitDataService IPAddressLookup Ipernity IPLocation ISBNdb Isgd
IssuuSearch ITunesandiTunesConnect Jaduka Jaiku JamBase Jigsaw JobCentralJobs Joost Jots JotSpot JoyRackGames Justintv Kayak Kelkoo KewegoVideo Kiva Klout KooKoo
  Kuler Kwwika Kynetx Kyte LastFM Lat49 Layar LazyTune Let039sBeTrends LibraryThing Lingr LinkedIn LinkShare LiveContactsJS LiveJournal Livekick LiveSpacesPhotoControl
    LiveVideo LivingStones LOCSRW LongURL Loxcel LuluPublishing Lyricsfly LyricWiki Ma.gnolia MailChimp Map24 MapLarge Maplight Maponics MapPoint Mappy MapQuest
     Mapstraction MaxMindGeoIP Meaningtool MechanicalTurk Medioh Meebo Meetup Mendeley MenuMania MetaCarta MicrosoftAdCenter MicrosoftBing MicrosoftHealthVault
     MicrosoftMSDN MicrosoftTranslator MindTouchDekiWiki Mite Mobivity Mobypicture Moneybookers MOO Moreover MSNMessenger MTV Multimap MusicBrainz MusicMobs
     MusixMatch MyBlogLog Myplaylist MySpace MyVox Nabaztag NASA Naver NCAAMensCollegeBasketball Ndurl Nestoria Netflix NetSuite Netvibes NewsCloud NewsGator
    NewYorkTimesArticleSearch NewYorkTimesBestSellers NewYorkTimesCampaignFinance NewYorkTimesCommunity NewYorkTimesCongress NewYorkTimesMovieReviews
   NewYorkTimesNewswire NewYorkTimesTimesPeople Nextstop Ning NOAA NorwayWeather Notifixious NPR Omgili Omnidrive OneLogin Ontok OntokWikipedia Oodle OoVoo
 OoyalaVideoPlayer openDada OpenDOAR OpenGovernmentDataInitiative OpenLayers OpenPatentServices OpenSecrets OpenSocial OpenSosius OpenStrands OpenStreetMap
   OpenX OpinionCrawlSentimentAnalysis Orb Orkut OSOpenSpace Outsidein Pageflakes Panoramio PayPal PDFGenerator PeekaCity PeoplePond Phanfare PhishTank Photo
  Photobucket Picnik PicPlz Pikchur Pikeo Pingdom Pingfm Pixagogo Pixlr Plancast Plaxo Playme Plazes Poly9FreeEarth PostalMethods Posterous PostRankDataMining Pownce
  PriceGrabber PriceRunner Printfection Prodigem ProgrammableWeb Prosper PubSub Pusher Pushpin PushpinLocationData Qrcx QuarkRank QuickBase QuickFuse Quora Qurl
Qwerly Qype RadioTime Rakuten RapLeaf RawSugar RealtyBaronAnswers Recurly Reddit Rentometer RescueTime RetroAvatar ReutersSpotlight Revver Rezgo Rhapsody Ribbit
   Rim Ringful Riya RoviCloudServices RPX Rrove SafeCreative Salesforce ScienceMuseum Scribd ScribdiPaper SecondLife SeeqPod Seesmic SemanticContextualAdvertising
          SemanticHacker SendGrid Sendible Sensebot SEOmoz Shadows SharedBook ShareThis Shizzow Shopify Shopping.com ShopStyle Shopzilla Shrten ShutterPoint
  SilverlightStreaming SimpleAPI SimplyHiredJobs Simpy Skydeck SkyhookWireless Skype Sletohcom SlideShare SmashFly Smugmug SnappyFingers Snapr Snipshot SNOCAP
      SocialActions Songkick Songly Songza SoundCloud Sparklines SplogSpot Spock SpokenBuzz Spore SpotifyMetadata Spraci SpringWidgets Start Steply stikkit StrikeIron
        StrikeIronReversePhone StrikeIronSMSPro StrikeIronTaxes StrikeIronUSCensus Stupeflix Stylight Subj3ct SugarSync SummizeTwitterSearch SunlightLabsCongress
   SuperDataPack Superfeedr Swivel Syndic8 Tagalus Taglets Tagoo TagTooga Tailrank Tarpipe TeachStreetClassesandCourses Technorati Tel Textamerica TheyWorkForYou
    ThisNext Thounds Thumbalizr Ticketfly TimesURL TinyGeoCoder Tinylink Tinysong TinyURLOpen TokBox Topicalizer Topsy Touchnote TourCMSMarketplace TownMeGeo
  TradeSports TransparencyData TravelFusion Trendrr TribeHR Trim TringMe Tropo TrueKnowledge Trulia TrustedPlaces Trynt Tumblr TutorialsGarden Tweetmeme TweetPhoto
     TweetScan Twilio TwilioSMS Twinfluence Twitgoo TwitPic TwitrPix Twitter TwitterCounter TwitterGrader TwitterStreaming Twittervision Twtfm TypeKey TypePad UClassify
  UPCDatabase Upcoming UPS UrbanDictionary UrbanMapping UrlBorg Userplane USGSElevation USPostalService Ustream.TV USYellowPages Vast Veoh ViaMichelin Viddler
   Videodetective VideoSurf Vidoop Vimeo VirtualEarth Vodpod voo2do Voxeo W3Counter WalkScore WatchMouse WeAreHunted WeatherBug WeatherByCity WeatherChannel
    WeatherUnderground WebAPIforBiology Weblogs WebPurifyProfanityFilter WebShots WebThumb WeFeelFine WhatCounts WhatTheTrend WHERE Where2GetItSlippyMap
        Whereis WhitePages Whois Widgetbox Wigle Wikipedia WindowsDesktopGagdets WindowsLiveContacts WindowsLiveData WindowsLiveDomains WindowsLiveExpo
           WindowsLiveGadgets WindowsLiveIDWebAuthentication WindowsLiveSpaces WindowsLiveSpacesPhoto WiserEarth WishpotShopping Wordnik WorldCatSearch
      WorldTimeEngine Wuala Yahoo YahooAddressBook YahooAds YahooAnswers YahooAudio YahooBBauth YahooBOSS YahooContacts YahooGeocode YahooGeoPlanet
 YahooImages YahooInternetLocationPlatform YahooLive YahooLocal YahooMail YahooMapImage YahooMaps YahooMessenger YahooMusic YahooMusicEngine YahooMyWeb
         YahooPlaceFinder YahooPlacemaker YahooQueryLanguage YahooRelatedQuery YahooSearchMarketing YahooShopping YahooSiteExplorer YahooSocialDirectory
      YahooSpellingSuggestion YahooTerms YahooTraffic YahooTravel YahooUpdates YahooVideo YahooWeather YahooWidgets YellowCanada Yelp YesBroadcastDB Yolink
                       YourMapperAPI YouTube YouTXT Zanox Zappos Zazzle ZeeMaps Zemanta Zendesk Zillow Zixxo Zoho ZoomIn ZoomInfo Zooomr Zvents
What Matters?

• 3920 web APIs and counting
  – 70% REST
  – 17% SOAP
• But, APIs live or die off
• AWS de facto for cloud services
  – REST / SOAP
• Do standards matter?
• Does anyone make any money in the Apple
  store?
What Matters?


• Developers care about value / returns
• Individual APIs don’t matter much
  – It’s the model
• Value can be lost
  – LBS
• Opportunity can change
  – OneAPI focus
• What is really unique in telco land?
Conclusion

• Core assets:
    – QoS / Policy
    – Voice
    – Payment / Trust
•   Don’t chase standards; chase niches
•   Launch an API; make it RESTful
•   Find a way to leverage what’s unique
•   Make it worthwhile for all stakeholders
Conclusion

• Don’t wait……
• Someone else will steal your value
  – Twilio
  – Voxeo (Tropo)
  – Ribbit
• 3920 web APIs and counting…..
Thank You

guy@redmillcommunications.com
www.redmillcommunications.com

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How open APIs benefit service providers

  • 1. Application Policy Management – Exposing APIs Broadband World Forum 2011 Guy Redmill
  • 2. Networks are Complex IP Multimedia Networks Legacy mobile LCS CS Network signalling Networks Client Mm Ma Le Mb Mb CS AS BGCF I-CSCF Sh CS Mg Mk Cx C, D, LRF Mk Gc, Gr Mw HSS Mm Mj BGCF Ml Mi Cx IMS- MGCF Dx SLF MGW S-CSCF Dh Mg Dx Mn ISC E-CSCF Mr Mb Mw Mw P-CSCF Mi MRFP MRFC Mx Mp Rx Mx Mx BGCF Mb Mb Mb IBCF Ici Gm Ix TrGW Izi Legend: UE Bold lines: interfaces supporting user traffic; Ut Dashed lines: interfaces supporting only signalling. NOTE: The reference point CS (Circuit Switched) is not specified in this specification. REF: TS 23 002-820
  • 3. And Getting More Complicated.. Legend: Bold lines: interfaces supporting user traffic; Dashed lines: interfaces supporting only signalling. NOTE: The reference point CS (Circuit Switched) is not specified in this specification. REF: TS 123 002 V9.4.0 / 23.002 9.4.0
  • 4. And More… HLR/AuC* C SMS-GMSC MSC EIR SMS-SC TE MT GERAN HSS* SMS-IWMSC R Um Gb, Iu Rx+ (Rx/Gq) Gr Gs Gf AF PCRF Gd Gx+ (Go/Gx) Gc Gmb BM-SC Iu Gi Gi Gn/Gp PDN TE MT UTRAN SGSN GGSN Mb R Uu Gn Ga Billing Ga System* Gy Mb IMS- SGSN MRFP MGW OCS* Wi UE Gm CGF* IMS P-CSCF CSCF Mw Cx Dx HLR/ CDF AuC* HSS* SLF D/Gr Wx Wf Wf Intranet/ Dw Wd 3GPP AAA 3GPP AAA ** Internet OCS* Proxy Server Wa Wa Wo Wy Wm WLAN Access Wg WLAN Network WAG PDG UE Note: * Elements duplicated for picture Ww Wn Wp Wz layout purposes only, they belong to the same logical entity in the architecture Wu Billing baseline. Traffic and signaling CGF* System* Signaling ** is a reference point currently missing REF: 3GPP ETS 23.882-1f1 Baseline architecture for 3GPP
  • 5. Why Do We Need APIs? • Reduce / hide complexity • Abstract functionality • Leverage capabilities in a simple way • Create value • Increase return from network investment • Make / save money
  • 6. What Do We Use Them For?
  • 7. APIs Have A Long History
  • 8. Operator Initiatives • Many examples – BlueVia – BetaVine – Orange – Sprint – Telenor MOVE • How successful?
  • 9. Here’s An Example: Partners TSG REF: Telenor AS (Sune Jakobsson) / Gintel AS
  • 10. The Internet World Has Many APIs http://blog.programmableweb.com/2011/03/08/3000-web-apis/
  • 11. 2006
  • 12. 2011 12secondstv 23 30Boxes 411Sync 43Things 5min 7digital A9 Abbreviations Active AddThisMenu AddThisSharingEndpoints AdobeOnAir AdobeShare AdobeSocial AevumObscurum AftertheDeadline AgentRank aideRSS AIM AIMPhoneline Akismet AlcatelLucentOpen Alchemy AlchemyAPIKeywordandTermExtracti Alexa AlexaThumbnail AlexaTopSites AlexaWebInfo AlternativeTo Amazon AmazonCloudWatch AmazonEC2 AmazonFulfillmentWebService AmazonHistorical AmazonMarketplaceWebService AmazonPayments AmazonQueue AmazonRDSRelationalDatabaseServi AmazonS3 AmazonSimpleDB AMEE Amplify AOLOpenAuth AOLOpenMail AOLPictures AOLVideo AOLVideoUpload AOLWebAIM AonawareDictionary ArcWeb ArtBeat arXiv AustralianBusinessNumberLookup AuthenticJobs Authorize.Net AvantLink Avvo Awesm BabyNames Backpack BackTweets BackType Bandsintown Basecamp BatchBook BBC BBCMusic Bebo BeenVerified BeerMapping BeliefNetworks BestBuyRemix Betfair BibleGateway BibSonomy BigHugeThesaurus BigTribe Billboard Billomat Bing BingMaps Bit.ly BlankSlate 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YahooSpellingSuggestion YahooTerms YahooTraffic YahooTravel YahooUpdates YahooVideo YahooWeather YahooWidgets YellowCanada Yelp YesBroadcastDB Yolink YourMapperAPI YouTube YouTXT Zanox Zappos Zazzle ZeeMaps Zemanta Zendesk Zillow Zixxo Zoho ZoomIn ZoomInfo Zooomr Zvents
  • 13. What Matters? • 3920 web APIs and counting – 70% REST – 17% SOAP • But, APIs live or die off • AWS de facto for cloud services – REST / SOAP • Do standards matter? • Does anyone make any money in the Apple store?
  • 14. What Matters? • Developers care about value / returns • Individual APIs don’t matter much – It’s the model • Value can be lost – LBS • Opportunity can change – OneAPI focus • What is really unique in telco land?
  • 15. Conclusion • Core assets: – QoS / Policy – Voice – Payment / Trust • Don’t chase standards; chase niches • Launch an API; make it RESTful • Find a way to leverage what’s unique • Make it worthwhile for all stakeholders
  • 16. Conclusion • Don’t wait…… • Someone else will steal your value – Twilio – Voxeo (Tropo) – Ribbit • 3920 web APIs and counting…..