TADSummit 2014
EVENT AGENDA
Wednesday: 12 November
OPENING KEYNOTES
7:30
Breakfast, Networking and Exhibition
GIZA Fuaye (GIZA Foyer)
9:00 Welcome Address
Building the TAD Ecosystem
Introducing some of the TADHack Winners:
Ruwan Dissanayaka, Founder and COO, Extrogene
Ben Klang, Chief Technologist, Mojo Lingo
Rob Pickering, CEO, ipcortex
Marte Soliza, Co-founder and CTO, Insync
Alan Quayle
9:15 Axiata Group's Service Innovation Vision
Mohd Khairil Abdullah
Group Chief Marketing & Operations
Officer
Axiata Group
9:30 Building a Successful Service Innovation Ecosystem, Dialog's
IdeaMart
Amos Manasseh
Practice Leader API Ecosystem
Axiata Group
9:45 The Life of a New Communications Service Provider
Roy Timor Rousso
CEO
Fring
10:00 Turkcell’s API Business Strategy
Duygu Defne
Lead Product Manager
Corporate VAS
Turkcell
10:15 The Services Vision of a Global MVNO / Online Service
Provider (OSP)
James Tagg
Founder & CTO
Truphone
GIZA
10:30
Coffee, Networking and Exhibition
GIZA Fuaye (GIZA Foyer)
PLENARY
11:10 Dialog's success story of building a developer ecosystem
using hSenid Mobile's Telco Application Platform
 Unique challenges in building the ecosystem and in
opening up APIs to everyone
 Case study of applications/ products that have
emerged so far
 Roadmap of Ideamart
Venura Mendis
Head of Product Service Innovation
Dialog Axiata
Dinesh Saparamadu
CEO
hSenid Mobile
11:30 Innovation in the network – Adding value to voice
 The 3 fundamental types of Telecom Application
Development
 Telecom Application Development inside the network
 From concept to launch: Bouygues Telecom’s B.Duo
service
 Key learnings for in-network innovation
Patrice Crutel
Senior Architect, Core Network &
Services
Bouygues Telecom
Mark Windle
Head of Marketing
OpenCloud
GIZA
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PLENARY (continued)
11:50 Managing Identity across the "Telephony of Things"
 Proliferation of devices: watches, sensors, tablets and
connected cars
 Customers need to leverage the intelligence of the
network to manage devices by presence and location
 Opportunity to keep a record of all activities in your
personal timeline: track notes to phone calls, what
documents were shared and to whom, etc.
 Making telco services extensible by through Telco APIs
Rudolph Sarah
VP Cloud
Etisalat
Adam Kalsey
Director, Tropo Academy
Tropo
12:10 Building a Service Innovation Ecosystem
 Building a focused ecosystem to deliver the most value
from telcos' capabilities
 Reviewing Huawei's industry partner ecosystem
 Empowering partners to deliver world-class services
 Understanding business model alignment across the
ecosystem
 Reviewing the practical application of the innovation
ecosystem
Mac Taylor
Senior Business Consultant
Huawei
12:30 Restcomm App Store: A new marketplace for
communication apps
 The Restcomm App Store allows rapid app deployment
across SS7, SIP and WebRTC networks
 It opens opportunities to mainstream developers, who
can focus on innovation and creation, while service
providers bring to the table distribution, billing and
quality of service
 Case study of a Telco leading the charge in service
innovation on their experiences with the Restcomm App
Store
Athar Rafiq
Sr. Manager IT Planning & Assurance
uFone
Wasim Baig
Principal Consultant
Convergence
Jean Deruelle
Co-Founder & GM Europe
Telestax
12:50 Case Study: Orange Libon (probably) the World’s most
Successful Telco IP Communication Service
 Reviewing the history, user / customer / operator
proposition, and market status of Orange Libon
 Understanding how a disruptive team and service can
thrive within a Telco
 Presenting a view on the future of Telco communication
services
 Explaining how any Telco can adopt or interoperate
with Libon
Karel Bourgois
Director - Product Owner, Libon
Orange
GIZA
13:10
Lunch, Networking and Exhibition
GIZA Fuaye (GIZA Foyer)
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WORKSTREAMS
14:10 Work Stream 1:
Go-to-market recommendations for
Enterprise Services
Go-to-market remains a critical barrier
to service innovation success. Through
a series of case studies and facilitated
group discussions this workshop will
produce a series of recommendations
and actions we need to take as an
industry to solve the go-to-market
challenges.
Moderator
Mac Taylor
Senior Business Consultant
Huawei
14:10-14:40 Panel Discussion
Panelists
James Tagg Amos Manasseh
Founder & CTO Practice Leader
Truphone API Ecosystem
Axiata Group
Luis Quina Borges Alex Economon
Co-founder & COO Director Business
Apidaze Development
Nexmo
David Walsh Rudolph Sarah
CEO VP Cloud
Shango Etisalat
Work Stream 2:
How do Telco and Vendor Ecosystems
work together?
There is a dynamic tension between
the telco, technology / ecosystem
providers and service innovators.
Through a series of case studies and
facilitated discussions this workshop will
produce a series of insights,
recommendations and actions to
achieve a vibrant and profitable
telecom application developer
ecosystem.
Moderator
Alan Quayle
14:10-14:40 Panel Discussion
Panelists
Grzegorz Sikora Mark Windle
Service Expert Head of
T-Mobile Poland Marketing
OpenCloud
Venura Mendis Sebastian
Head of Product Grabowski
Service Innovation R&D Center
Dialog Axiata Director
Orange
Antonio Consoli Jean Deruelle
Business Consultant Co-Founder &
Huawei GM Europe
Telestax
Jens Schroeder
VP Product and
Development
tyntec
Work Stream 3:
Telecom Application Developer
Showcase
Showcase for telecom application
developers to show their creativity from
demonstrators to fully fledged and
deployed products.
Moderator
Mark White
Founder & CEO
Locatrix
It’s Not About the Minutes/Data:
Adapting Telecom to a Changing
Marketplace
Ben Klang
Chief Technologist
Mojo Lingo
Create a platform for innovation,
externally and internally. Discover new
revenue streams with in-call
applications
Re-inventing Value Added Services for
MNOs
Chris Bourlis
Director of Applications
and Services
arx.net
Offer customers enriched propositions
Claim back subscriber loyalty
Telcos & Mobile Developers Ecosystem
- Challenges & Learnings
Dr. Osama Moustafa
CEO
Tawasol IT
 Fundamental Rethink Required by
Operators
 Factors of success in collaboration
between Telco & Developers
 Success Stores & Case studies
TADHack Philippines Winner Team
Anyare
Marte Soliza
Co-founder and CTO
Insync
Anyare is a telecom app that keeps
you updated anytime, anywhere (with
cellphone signal at least). Plus an
update on Insync
BABYLON 2 PETRA GIZA
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WORKSTREAMS (continued)
14:10
(cont.)
Work Stream 1:
Go-to-market recommendations for
Enterprise Services
14:40-15:20 Work Tables
Table 1. Operator Processes and
Organization
 Who are the right groups within
operators to work with?
 How to manage corporate anti-bodies
and business as usual
mentalities?
 What is the role of the operator in
building a viable service
innovation G2M story?
 How do operators evolve from
selling standard voice, messaging,
data and subsidized handsets to
an enterprise and small / medium
business markets?
 How can they build processes to
market tens and then hundreds of
innovative services?
 What is the right way to start: POC
(Proof of Concept), initial
customers, feedback and
learning?
Table 2. Business Model Alignment
 What is the role of the developer
in supporting the new service with
professional support?
 How will they be properly
compensated?
 How to build a solid three-way
partnership between developer,
vendor and operator?
 What are the right business models
and how can incentives be
properly aligned?
15:20-15:30 Synthesis and Conclusions
Work Stream 2:
How do Telco and Vendor Ecosystems
work together?
14:40-15:20 Work Tables
Table 1. Operator-led Ecosystem
 What are the strengths and
weaknesses of telco-led
ecosystems?
 Will an operator need to support
all options in this ecosystem
matrix?
 Will the availability of WebRTC
and browser/device push
messaging make the wholesale
option niche?
 Recommendation on the
prioritization of the operator-led
ecosystem options.
Table 2. Vendor-led Ecosystem
 What are the strengths and
weaknesses of vendor-led
ecosystems?
 What are the different types of
partner ecosystem really assumes
a platform partner, but there are
other partners?
 Will the availability of WebRTC
and browser/device push
messaging make the wholesale
option niche?
 Recommendation on the
prioritization of the vendor-led
ecosystem options.
15:20-15:30 Synthesis and Conclusions
Work Stream 3:
Telecom Application Developer
Showcase
From Yesterday to Tomorrow:
Traditional Combined with Cutting-
Edge Application
Luca Pradovera
Voice Application
Developer
Mojo Lingo
Analog to digital, and digital to
contextual communication. Facilitate
communication within organization by
accessing company knowledge from
previously silo-ed systems
Open, distributed, real-time
communication
Matthew Hodgson
Co-founder
Matrix.org
Create and manage fully distributed
(eventually consistent) conversations
with no single points of control
The rapidly changing environment for
telco application developers
Mark White
Founder & CEO
Locatrix
Managing & creating sustainable
models for commercialization
Will WebRTC applications remove the
dialtone?
Rob Pickering
CEO
ipcortex
WebRTC applications can interact with
telephony to "upgrade" or augment.
Or will E.164 numbers and simple audio
for universal connectivity become
irrelevant?
TADHack Sri Lanka Winner Extrogene
Ruwan Dissanayaka
Founder & COO
Extrogene
Offerhut is a pull advertising platform, a
one-stop-offer-platform for enterprises
to advertise their offers, and for
consumers to query available offers
BABYLON 2 PETRA GIZA
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WORKSTREAMS (continued)
15:30
Coffee, Networking and Exhibition
GIZA Fuaye (GIZA Foyer)
16:00 Workstream review
Each of the work streams will report back through the facilitation leader
the insights, recommendations, actions, and group discussion
GIZA
PLENARY
16:40 The Business Intelligence Challenge
 Embedding communications into business applications
 Mitigating risk in a competitive environment
 Marketing solutions globally
 Challenges as a demand channel for ICT services
Sebastian Grabowski
R&D Center Director
Orange
Doug Tait
Director Telecoms Markets
Oracle
17:00 Enterprise Self-Service Solutions for the Mobile Cloud
 Benefiting from the Market for Enterprise Solutions
 Managing the IN to IMS/LTE transition in Communication
Services
 Improving time to market with a Service Creation
Environment
 Reviewing the Multi-tenant Enterprise Self Service Portal
 Understanding the roles of SIP and WebRTC
 Benefits of Diameter Authentication & Charging for
Enterprise Solutions
Kent Winter
Vice President
APEX Communications
17:20 WebRTC is for Telcos too. Today!
 WebRTC as tool, not as a service
 Where does WebRTC apply to telcos
 How to do it. Bypassing the old mindset
 Telco-WebRTC use cases
 WebRTC exposure of carrier VoIP. Demo
Juan Mateu
Founder & CEO
Solaiemes
17:40 A WebRTC Powered Travel Agency
 Evaneos: 130 destinations, 330 local travel agents,
200.000 traveler community
 Goal: increase conversion by allowing instant contact
between agents and travelers
 Problem: International calls too expensive for local
travel agents
 Solution: Development of a WebRTC solution
 Results: Higher conversion, better customer experience,
lower costs
Yvan Wibaux
Co-Founder & CTO
Evaneos
Luis Quina Borges
Co-founder & COO
Apidaze
GIZA
18:00
Drinks Reception and Exhibition
GIZA Fuaye (GIZA Foyer)
19:30
END OF DAY
EVENT LOCATION
Point Hotel Taksim
Topcu Cad. No:2 Taksim
Istanbul-Turkey
Tel: +90 212 313 5000
Fax: +90 212 313 5041
www.pointhotel.com
Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events
Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 5 of 9

TADSummit 2014
EVENT AGENDA
Thursday: 13 November
OPENING KEYNOTES
7:30
Breakfast, Networking and Exhibition
GIZA Fuaye (GIZA Foyer)
9:00 Instant Open Source Communication Solutions with Ubuntu,
Clearwater, OpenCloud, and Restcomm
Using Open Source communication solutions to solve
operator's problems in new innovative and cost-effective
ways. This session will show a PoC around autoscaling IMS
and cloud-based communication platforms.
James Body
Head of R&D
Truphone
John Zannos
VP Cloud
Canonical
Darryl Weaver
Solution Architect
Canonical
9:30 A Case for Identities
 How Telco industry can play an important role in identity
 Results of Ericsson Consumer Lab study
 Trusted identities can be offered by Telcos
 Operator provided Identity Management: Etalio
George Held
VP Commerce
Etisalat Group
Frans De Rooij
Strategic Product Manager
Ericsson
9:50 Finding your space in the global Telecom API market
 Voxbone's experiences and perspectives gained from
enabling many of the leading Telecom API platforms to
add global telephone numbers in 50+ countries
 Sinch, a spin-off of the successful Swedish OTT service
Rebtel, will offer insights from their recent experiences
launching its brand new API platform and engaging
developers.
 Key challenges with enabling developers to create
compelling global consumer-facing apps, including
making money, user engagement, growth, managing
costs and more
Hugh Goldstein
VP Strategic Alliances
Voxbone
Daniel Forsman
COO
Sinch
spin off of Rebtel (a global VoIP
provider with 25 million users
worldwide) and new entrant in the
Telecom API world
10:10 Powering end-user experience with communication APIs
 Reviewing the state of the art in end-user experiences
 Understanding the role communication APIs in those
experiences
 Customer requirements of communication APIs
 Nexmo's role in delivering world-class customer
experiences
Alex Economon
Director Business Development
Nexmo
Roy Timor Rousso
CEO
Fring
10:30 Bridging the Innovation Gap
 Why API exposure strategies aren't enough
 Why development platform plays are limited on their
own and why technology solutions alone are not
enough
 How the current innovation business model can be
improved
 MNO case study and lessons in implementing pilot
product testing with subscribers
Evin Hunt
CTO
Shango
GIZA
10:50
Coffee, Networking and Exhibition
GIZA Fuaye (GIZA Foyer)
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WORKSTREAMS
11:20 Work Stream 4:
Innovation in legacy consumer
services
A misconception is that innovation is
only associated with new services.
There is still much innovation possible
within the services customers consume
today. This stream will dive into ways to
improve margin and maintain
revenues across all legacy services.
Moderator
Dean Bubley
Founder
Disruptive Analysis
11:20-12:00 Panel Discussion
Panelists
Amos Manasseh Kent Winter
Practice Leader Vice President
API Ecosystem APEX
Axiata Group Communications
Paul Drew Andrew
GM Open Source Nicholson
Business Unit Cloud Product
Metaswitch Manager
Networks Aculab
Hugh Goldstein James Tagg
VP Strategic Founder & CTO
Alliances Truphone
Voxbone
Vincenzo Amorino
Senior Systems Expert
Telecom Italia
Work Stream 5:
Processes for successful new service
commercialization
Service innovation isn’t easy within a
telco, but we must never give-up else
resign the business to just being an ISP.
This work steam will be a frank review
of the barriers and how people are
finding ways to force action, and even
when service innovations get
launched how to protect them from
the anti-bodies in the rest of the
organization.
Moderator
Alan Quayle
11:20-12:00 Panel Discussion
Panelists
Rudolph Sarah Mac Taylor
VP Cloud Senior Business
Etisalat Consultant
Huawei
Sebastian Luis Quina
Schumann Borges
Senior Designer Co-founder
T-Mobile & COO
Apidaze
Venura Mendis Evin Hunt
Head of Product CTO
Service Innovation Shango
Dialog Axiata
Zhang Zhiming (Richard)
Product Director Cloud Service
Huawei
Work Stream 6:
Reviewing how TADHack can create a
service innovation pipeline
TADHack proved to engage
developers beyond anyone's
expectations with 700 registrations and
500 attendees. But how can we
harness this service innovation pipeline
into telcos? The innovators are there
and willing to hack on telecom APIs,
the technology is mature, but there is a
gap. How do we close it with specific
steps that deliver business results.
Moderator
Mark White
Founder & CEO
Locatrix
11:20-12:00 Panel Discussion
Panelists
Ben Klang Marte Soliza
Chief Technologist Senior Business
Mojo Lingo Consultant
Insync
(TADHack
Winner)
James Body Adam Kalsey
Head of R&D Director Tropo
Truphone Academy
Tropo
Doug Tait Dinesh
Director Telecoms Saparamadu
Markets CEO
Oracle hSenid Mobile
GIZA BABYLON 2 PETRA
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WORKSTREAMS (continued)
12:00 Work Stream 4:
Innovation in legacy consumer
services
12:00-12:40 Work Tables
Table 1. Voice Innovation
 Marketing, pricing and bundling of
the most basic service – phone
calls. How can we convince
customers that “talk is good”?
 Innovation in plans, such as hybrid
pre/post-pay options, migrating
users up to rolling one-month
contracts etc.
 How can new voice services be
deployed without resorting to
complex VoIP apps? Can we
exploit the traditional phone call
for messages, social chat, opinion
polling, advertising or other
mechanisms? Can the “missed
call” be monetised?
Table 2. Text and Data Innovation
 How can SIM Toolkit applications
be exploited to deliver interactive
or commerce services to all?
 What new use-cases are
emerging for text-based VAS?
 Managing the risk of
cannibalisation by so-called OTT
apps, when featurephone users
start accessing the web and apps
 How can we rekindle the
adoption and use of fixed-line
services for homes and small
businesses?
 Whether to “sell your soul” to
Facebook’s Internet.org, WeChat
or Twitter for basic zero-rated data
services, or low-end per-day data
plans
12:40-13:00 Synthesis and Conclusions
Work Stream 5:
Processes for successful new service
commercialization
12:00-12:40 Work Tables
Table 1. Telco View
 Should Service Innovation be
structured separate from the rest
of the organization?
 When does corporate protection
of new services get removed so
cannibalization can be
addressed?
 How do we break from the
traditional ‘plan and build
everything and launch ready to
scale to millions with little feature
flexibility’?
 Innovation means ‘failure is part of
the process’, what are the criteria
to define failure rather than
continuing to searching for the
right recipe?
 Service innovation with partners is
critical, it’s a core assumption of
the TAD Manifesto. But how
should it be managed?
Table 2: Partner / Developer View
 What are telecom application
developer requirements for
effective partnering?
 What are the best processes for
working with Ecosystem partners?
 What are the typical budgets,
people, team mix, approach to
market that leads to service
innovation success?
 Innovation means ‘failure is part of
the process’, when do we drop a
service versus adapt the plan?
12:40-13:00 Synthesis and Conclusions
Work Stream 6:
Reviewing how TADHack can create a
service innovation pipeline
12:00-12:40 Work Tables
Table 1. TAD innovation showcase
Discuss and agree recommendations
on how a TAD Innovation Showcase
can enable anyone to demo services
created by the TADHack community to
promote not only the service but all the
commercial and go to market issues
that filter great ideas to market
successes.
Table 2. A TAD Best Practices
Given the different markets, different
channels, different people all result in a
large range of numbers on revenue
share and commercial terms, what
commercial aspects can be
recommended to accelerate success?
Table 3. TAD-Accelerator program
Discuss and agree recommendations
on a TAD Accelerator program where
developers can be introduced to
mentors, investors and possibly even
development partners to assist them in
creating commercial outcomes from
their services. Getting funding for
anything telecom related is close to
impossible thanks to the closed nature
of telcos and their large vendors which
have scared investors away.
12:40-13:00 Synthesis and Conclusions
GIZA BABYLON 2 PETRA
13:00
Lunch, Networking and Exhibition
GIZA Fuaye (GIZA Foyer)
14:00 Workstream review
Each of the work streams will report back through the facilitation leader
the insights, recommendations, actions, and group discussion.
GIZA
Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events
Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 8 of 9

CLOSING PANEL
14:45 The Future of Telecom Application Development and Commercialization
We're leaving the best until last, a rapid-fire review and intense discussion on the future of telecom application
development and commercialization. We have the whole ecosystem in one place; hear from the people at the bleeding
edge in service innovation share their insights on where to place your bets in 2015.
Moderator
Alan Quayle
Panelists
Amos Manasseh
Practice Leader
API Ecosystem
Axiata Group
James Body
Head of R&D
Truphone
Luis Quina Borges
Co-founder & COO
Apidaze
Evin Hunt
CTO
Shango
Ben Klang
Chief Technologist
Mojo Lingo
(TADHack winner)
Mark White
Founder & CEO
Locatrix
Dean Bubley
Founder
Disruptive Analysis
GIZA
15:30
END OF DAY
EVENT LOCATION
Point Hotel Taksim
Topcu Cad. No:2 Taksim
Istanbul-Turkey
Tel: +90 212 313 5000
Fax: +90 212 313 5041
www.pointhotel.com
Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events
Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 9 of 9