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Mobile Internet Fulfillment Exchange [MIFE] Keynote by Amos Manasseh, Axiata Group

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Mobile Internet Fulfillment Exchange [MIFE] TADSummit Keynote by Amos Manasseh, Axiata Group. 12-13 November Istanbul Turkey, POint Hotel Taksim. Axiata Digital Services Practice Lead, Group API Ecosystem.

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Mobile Internet Fulfillment Exchange [MIFE] Keynote by Amos Manasseh, Axiata Group

  1. 1. TAD SUMMIT ISTANBUL 2014 Mobile Internet Fulfillment Exchange [MIFE] company confidential
  2. 2. AMOS MANASSEH Axiata Digital Services Practice Lead | Group API Ecosystem Axiata Digital Services Confidential Page 2
  3. 3. WE RECOGNISE OTTs ARE EVOLVING RAPIDLY WE NEED TO EMBRACE AN OPEN PARTNERSHIP MODEL Page 3 MNOs must adapt & evolve to enable quick and easy strategic partnership with OTTs and underpin their position in the ecosystem We must change our processes and hire / re-train to implement them We must establish a new collaboration layer with web-centric interfaces to enable friction-free interoperability & partnership 1 2 3 Axiata Digital Services Confidential Page 3
  4. 4. THE FIRST THING WE DID WAS TRY AND ADDRESS LONG TAIL WE WANTED TO LEARN, REFINE AND ITERATE Axiata Digital Services Confidential Page 4
  5. 5. KEY REASONS FOR SUCCESS WERE SIMPLICITY, MINIMUM ENTRY BARRIERS, COMMUNITY ENGAGEMENT 2900+ Apps/Services Axiata Digital Services Confidential Page 5
  6. 6. TO ACCELERATE THE VISION FOR AXIATA WE CREATED A SMALL DEDICATED TEAM EMPOWERED TO CHANGE THINGS Simplify Reduce cost Engage Plug & Play Light Process Agile Dev Axiata Digital Services Confidential Page 6
  7. 7. WE DECIDED TO TRY AND EMULATE BEST PRACTICES FROM AGILE BUSINESSES – by creating a modular “Internet enabling layer” Working with hSENID for Long Tail API HUB Self Service SP Portal Admin Reporting MC SMS DoB LBS API Store ACR Module USSD Self Service Operator Portal API MANAGER Commercial Module AXIATA OPCOS PLUGGED IN Connected to GSMA Hub AND Exchange Axiata Digital Services Confidential Page 7
  8. 8. WE CREATED REUSABLE COMPONENTS TO GROW OUR ECOSYSTEM FAST 1. Single MNO can offer GSMA APIs, & Mobile Connect 2. Publish & manage bespoke APIs 1. A Hub with all Gateway features which aggregates several MNOs. 2. A single MNO or 3rd party may host this node on behalf of several MNOs. MIFE HUB MIFE Gateway Low cost, robust & highly scalable, cloud or on premise Axiata Digital Services Confidential Page 8
  9. 9. AXIATA CREATED A CONNECTED ECOSYSTEM WITH A COMMON INTERCONNECT LAYER – Mobile Internet Fulfillment Exchange SP GSMA Hub/ Exchange MNO SP MNO SP MNO SP TBA SP TBA Regional Aggregator SP SP SP SP SP SP SP SP SP MIFE Gateway MIFE Gateway MNO With Local Gateway MIFE Gateway MNO With Local Gateway Service Provider MIFE Cloud Plugin Axiata Digital Services Confidential Page 9 SP MNO Dialog Country Hub MIFE Hub E-Commerce Game/App Distributor MNO with API Layer MNO With Local Gateway MNO MIFE HUB MIFE Gateway SP SP SP
  10. 10. WE EMBRACED NEW CONCEPTS TO ACHIEVE SCALABILITY & SPEED TO MARKET - ELIMINATING COST & EXECUTION FRICTION Open Source Modular Hybrid Deployment Low Cost Flexible Configuration Axiata Digital Services Confidential Page 10
  11. 11. WE ARE OPEN SOURCING MIFE TELCO PLATFORM WSO2 OFFERING FULL ENTERPRISE GRADE SUPPORT Very low barrier to entry – open source low cost startup Supported Open Source model Download and try for free with no risk OneAPI and Mobile Connect Compliant – with local ID Server Dialog Telco launched 15 apps last year – Digital services launched 2000 with MIFE Quick install toolkit for an MNO to start an API play in weeks Publish a new API in days Aggressive Telco road map covering all key strategic verticals The MIFE stack will be available to all operators, service providers and developers in Q1 2015 Axiata Digital Services Confidential Page 11
  12. 12. The Mobile Internet & Fulfillment Exchange Axiata Digital Services Confidential Page 12
  13. 13. THANK YOU amos@axiata.com company confidential Page 13
  14. 14. RUDE QUESTIONS Why has Dialog succeeded where developed market Telcos have struggled? • Flexible technology, low cost development, dedicated team, nurture ecosystem, partnership and reduce margins to grow system – don’t be greedy What is the one thing you would do differently in Ideamart? • Start quicker, be more confident in our own skills, embrace fail fast mode, Is your experience addressable to developed markets? • Yes if you nurture and understand ecosystem …. And don’t be greedy How do you see the Telecom API ecosystem evolving? • Interoperability, collaboration, …. Can Telcos innovate, or should they leave that to other companies? • Yes if they empower their teams, create innovation processes and re-base expectations But can Telcos work with other companies? • Yes if they rebase their expectations. Axiata Digital Services Confidential Page 14

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