Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Telenity CANVAS API MANAGER Product Presentation 2015

1,989 views

Published on

Telenity CANVAS API MANAGER Product Presentation 2015

Published in: Technology
  • Be the first to comment

Telenity CANVAS API MANAGER Product Presentation 2015

  1. 1. Slide 1 © 2001-2013 Telenity, Confidential & Proprietary Canvas API Manager
  2. 2. Slide 2 © 2001-2013 Telenity, Confidential & Proprietary Market Trends01 • Mobile Phone Usage Statistics • Time Spent on the Phone • What End-Users are Looking for • What Network Operators are Looking for • Challenges
  3. 3. Slide 3 © 2001-2013 Telenity, Confidential & Proprietary Mobile Phone Usage Statistics Voice calls are now fifth in the list of most used mobile applications, as measured by the average time spent using them (12 minutes per day). At the top of the list is browsing Internet at 25 minutes per day – more than twice as much as the time spent making calls. Checking social networks, listening to music and playing games also consume more time than making calls. The time spent SMS messaging is similar to time checking/writing emails: 10 vs. 11 minutes per day on average. Source: GSMA, The Mobile Economy 2013 Report 128minutes per day Time Spent on Phone
  4. 4. Slide 4 © 2001-2013 Telenity, Confidential & Proprietary Time Spent on the Phone End users spend most of their time (%33 of the total) on the phone by browsing the internet and checking their social network accounts. This is a good indicator that suggests operators should focus more on social networks and provide easy ways of access to them. After browsing the internet and social networks, end users spend most of their time playing games, listening to music, watching videos and TV, and reading books (%38 of the total). This suggests that operators should focus on providing easy access to digital entertainment. Making calls, text messaging, and checking emails take %26 of the total time spent on the phone. This suggests that operators can focus on data and provide call and text messaging services over data.
  5. 5. Slide 5 © 2001-2013 Telenity, Confidential & Proprietary What End-Users are Looking for COMMUNICATIONS • Voice / Video Calls • Conferencing • Messaging • Chat INFORMATION • News • Search • Local Search • Forums / Blogs ENTERTAINMENT • Games • Music • TV - Video • Books COLLABORATION • File Transfer • Calendar • To-Do Lists / Tasks • Email COMMERCE • Payment • Charging • Money Transfer HEALTH • Monitoring • Consulting • Emergency
  6. 6. Slide 6 © 2001-2013 Telenity, Confidential & Proprietary What Network Operators are Looking for • Broaden service portfolio (services, content, apps, ads) • Launch services faster • Offer improved user experience with clear pricing • Increase active user count • Invest in innovation and catch up with market/technology trends • Integrate with Web 2.0 and OTTs • Simplify Selfcare Operations • Simplify Product Sales • Simplify VAS Sales • Consistent operation of common functions and regulative requirements • Make system intergation less expensive • Avoid duplicate functionality • Consolidate platforms • Track metrics and KPIs • Manage partners and services efficiently INCREASE ARPU REDUCE OPEX REDUCE CAPEX REDUCE RISKS
  7. 7. Slide 7 © 2001-2013 Telenity, Confidential & Proprietary What Network Operators are Looking for Selfcare Multimedia Business Service Business B2B Mobile Marketing Web 2.0 Integration • Provide a personal homepage • Fast development on selfcare channels • Sell voice, SMS, and data packages on selfcare channels • Minimize customer complaints • Increase loyalty and net promoter score • Sell multimedia: • Music • Books • Magazines • Videos • TV • Sell services developed in house • Sell services developed by partners • Manage business partners • Expose capabilities to enterprises • Expose assets to enterprises • Wholesale business models • Flexible business models (rev share) • Targeted mobile marketing • Subscriber profiles and segmentation • Marketer management • Marketing campaign management • Expose capabilities to web 2.0 • Import web 2.0 APIs • Create web – telco mashups Charging • Charge prepaid and postpaid subscribers • Event based charging • Subscription based charging • Bundles and packages • Discounts, gifts • Try-and-Buy • Promotions • Settlement • Multi – currency support
  8. 8. Slide 8 © 2001-2013 Telenity, Confidential & Proprietary Challenges Different Networks Multiple Territories Lack of a Common Ecosystem • North Africa • Middle East • Asia Pacific • 2G / 3G / 4G Networks • Complex IT and VAS mashes • Multiple Vendors • Attracting developers and 3rd parties • Launching new services with minimum OpCo integration Common Approach? Technology: • SOA based architecture • Product driven • Future proof • Sustainable • Scalable • Secure • Low cost • Reusable Business: • Flexible business models • Act as one (global) brand • Lower time-to-market
  9. 9. Slide 9 © 2001-2013 Telenity, Confidential & Proprietary Business Objectives02 • A Common Ecosystem • Selfcare Solution • Product Sales • VAS Sales • API Sales • Web 2.0 Integration • Vision and Approach • Key Metrics
  10. 10. Slide 10 © 2001-2013 Telenity, Confidential & Proprietary Service Brokerage Network Exposure Layer VAS Operator Capabilities VAS VAS VAS Content Content Service Provider Content Provider Operator Subscriber VAS Ecosystem Service Enablement Operator Network
  11. 11. Slide 11 © 2001-2013 Telenity, Confidential & Proprietary OTT Services World Network VAS Content VAS VAS Ecosystem Operator Network Operator Content Provider Customer Access Fees Only Service Provider Ad Provider
  12. 12. Slide 12 © 2001-2013 Telenity, Confidential & Proprietary API Management Network Exposure Layer VAS Operator Capabilities VAS Content API Manager Operator Ad Provider CustomerDeveloper Internet 3rd Party Capabilities
  13. 13. Slide 13 © 2001-2013 Telenity, Confidential & Proprietary Business Objective #1: A Common Ecosystem Telco 2.0 – Web 2.0 mashups • OTTs and Social Media • Web 2.0 Players Partners and 3rd Parties • Content Providers • 3rd Parties Businesses & Government • SMEs • Enterprises • NPOs • Government • Municipalities • Marketers Telecom Operators • Other Operators • MVNOs Innovation and Startups • Developers « All parties in the ecosystem strive to reach to the subscribers. Is it possible to utilize a unified platform to serve them all? »
  14. 14. Slide 14 © 2001-2013 Telenity, Confidential & Proprietary Business Objective #2: Selfcare Solution Traditional Channels: SMS Selfcare USSD Selfcare IVR Selfcare Web Selfcare Call Center WAP Selfcare New Channels: Mobile Selfcare Facebook Selfcare TV SelfcareKiosks Other Digital Channels Earlier, there were only a couple of self care channels; but now, a new selfcare channel appears everyday. Operators need to: • Simplify integration with channels and network • Use common enablers (SSO, authentication, authorization, security, throttling, policies) • Ensure all channels provide the same output • Enhance customer experience
  15. 15. Slide 15 © 2001-2013 Telenity, Confidential & Proprietary Business Objective #3: Product Sales Core Products: Voice SMS / MMS Data Value Added Services Bundles & Offers: Tariffs Tariff + Services Tariff + DevicesTariff + Contents Marketing teams bundle core products with value added services, contents, and devices to increase sales. Operators need to: • Simplify bundling mechanism. • Make bundles available and accessible on selfcare channels. + + +
  16. 16. Slide 16 © 2001-2013 Telenity, Confidential & Proprietary Business Objective #4: VAS Sales Operators need to: • Provide flexible charging mechanisms. • Ensure that value added service sales are inline with regulations. • Provide discovery channels. • Provide selfcare for value added services. • Manage partners and monitor SLAs and KPIs. • Handle settlements. • Support business partners. Traditional VAS Information Entertainment • RBT • Voice Mail • Miss Call Notification • News • Guides • Astrology and etc. • Mobile TV • Music • Games and etc. LBS • Where am I? • Where is nearest? • Track family and etc. USE CASE: Turkcell Dergilik: With this service, it is possible to download and read previous issues of the magazines. If you want to read the latest issue of the magazine, you can buy it and charge it to your invoice.
  17. 17. Slide 17 © 2001-2013 Telenity, Confidential & Proprietary Business Objective #5: API Sales API Products Free Developer Pays A popular way to provide access to an API, is offering a free tier so that anyone can sign up, start using the API and understand the value the API delivers. Developers pay to use APIs: • Tiered • Pay as you go • Freemium • Unit based • Transaction fee In some cases, an API may drive other revenue streams. This revenue can be shared. Developer Gets Paid • Operators need to expose capabilities and assets. • Enterprises, developers, government, marketers, non- profit organizations, MVNOs, and other operators need to access one or more API from the operator . • It should be possible to combine several APIs and offer it as a product in different business models. • API sales can be a new revenue stream for operators and it simplifies charging of services. USE CASE: AT&T, Telefonica, Orange, Vodafone and many other Tier-1 OpCos provide developer portals where developers can register themselves and start using APIs exposed by the operators.
  18. 18. Slide 18 © 2001-2013 Telenity, Confidential & Proprietary Business Objective #6: Web 2.0 Integration Cloud Services Social Networks Marketing Marketers can use APIs to launch marketing campaigns. • Coupons • Discounts • Loyalty All verticals that run their business on Web need to integrate with operators to be able to communicate with the end – users. Verticals • Operators need to expose capabilities and assets to Web and Cloud based services. • Operators need to integrate with social networks as most of the subscribers spend significant time on social networks. • Operators need to offer cloud based services as they increase data usage and loyalty. USE CASE: Vodafone Turkey allows users to tweet by sending an SMS message to a short code. It is also possible to read the tweets. • Contact Backup • Content Backup • Music • Photos • Videos • Documents • Facebook • Twitter • Foursquare
  19. 19. Slide 19 © 2001-2013 Telenity, Confidential & Proprietary Vision and Approach Expose all capabilities: • If possible, in a standard way • If not, as fast as you can Create your own developer community: • Use culture specific apps • Use rich content (video, audio) Apply flexible business models: • Revenue sharing • Bulk sales • Indirect revenues Simplfy business rules: • Terms and conditions • Payment and settlement rules Bring new players into the game: • Use location • Integrate with social networks Change the delivery models: • Simple access • Multi channel distribution Offer personalized access: • Know your customer • Interact across any device • Interact any time Be where the services are: • On the handset • On the cloud
  20. 20. Slide 20 © 2001-2013 Telenity, Confidential & Proprietary Key Metrics • Delivering new services for Personal BU, Home BU and Enterprise BU. • Minimizing resources. • Flexibility to make changes. • Unified integration, user experience and Control for Services • Decrease of complaints about 3rd Party Services • High Availability Time to Market Offering Flexibility Revenue Growth • Improve the collection of subscription fee for VAS services • Improved settlement flows. • Minimized integration costs. Enhanced user experience • Campaings • Personalization • Pricing • Bundling with core offers Ease of Management Market Differentiation • Innovative Service • Developer Community
  21. 21. Slide 21 © 2001-2013 Telenity, Confidential & Proprietary Strategy03 • Why Invest in APIs • Popular APIs • Prospective API Consumers • Potential API Candidates • API Business • Developer Community • API Business Models • API Management • Selfcare Solution • Partner Management • Bundles and Offers
  22. 22. Slide 22 © 2001-2013 Telenity, Confidential & Proprietary Why Invest in APIs Reasons to invest on APIs What does it mean? Network APIs capitalize on existing infrastructure. Network APIs are already in the market. Web players have already launced API Programs. API Management solutions are available. Network APIs enable two-sided business models. APIs enable creation of innovative services. They increase basic network usage. They increase subscriptions. APIs build future relationships. APIs impresses brand strength. APIs save time and costs. Low CAPEX. No entry barriers. Proven business model. Easy to start. New revenue streams. Customer and partner loyalty. Utilize existing infrastructure. Reduce churn. New business partners. Become an innovation centre. Faster and easier.
  23. 23. Slide 23 © 2001-2013 Telenity, Confidential & Proprietary Popular APIs Popular APIs: Top 10 Top 10 to Top 20 Daily API Calls Daily API Calls
  24. 24. Slide 24 © 2001-2013 Telenity, Confidential & Proprietary Prospective API Consumers APIs allow an operator to expose its services, network and IT assets to existing and new partners. i.e. across internal groups, partners and long‐tail developers. • Internal development teams will consume APIs to develop branded applications and services. • Service Providers, Content Providers and Mobile Marketing Agencies will use the APIs to offer their services, contents and applications. OTTs usually integrate with operators to implement charge to bill features. • MVNOs practically need network enablers. • Government institutions (Police, Ministries... etc.) need access to citizens through network operators. • Banks and insurance companies utilize the APIs to offer new services. • All M2M verticals are potential candidates for consuming the APIs.
  25. 25. Slide 25 © 2001-2013 Telenity, Confidential & Proprietary Potential API Candidates API Exposure is all about providing controlled access to operator assets and capabilities. Verticals are looking for communication services to expand their offerings to customers. Their need for web and high-speed data access is an opportunity for the operators to capitalize on the network and compensate for declining voice revenue. Thus, it is a good idea to expose all the capabilities of the network to internal and external developers. Expose the following capabilities: Messaging: SMS, MMS, USSD Location: Current Location, Tracking Charging: Event Charging, Subscription, M-Payment, In-App Charging, Charge-to-Bill, Refund User Profile:Demographics, Tariff Information, Preferences Terminal Status: Presence, Terminal Type, Connected Bearer, Roaming Status Provisioning: Submit Order, Cancel Order, Update Order Notification:MSISDN Change, Payment Type Change, Tariff Change Consent: Charging Consent, Location Consent, Order Consent Voice: Voice Calls, Voice Mail, IVR And any other capability that you can expose. Try to expose them in standard ways whenever possible; if not, try to expose them as fast as you can.
  26. 26. Slide 26 © 2001-2013 Telenity, Confidential & Proprietary API Business API security concerns begin with access control. Operators should be able to integrate their existing identity infrastructure with API Management solution. APIs demand their own development lifecycle, from design to coding to testing to deployment. This requires an ability to track changes to an API across the development lifecycle. API Governance is a broad term often used to capture a wide spectrum of management, process, and visibility requirements. It defines the terms and conditions under which an API is exposed to one or more consumers. API Management solutions should be sophisticated enough to give much flexibility to an enterprise in how it establishes its own revenue criteria.
  27. 27. Slide 27 © 2001-2013 Telenity, Confidential & Proprietary Developer Community If an API cannot be discovered and consumed easily by external developers, the publisher risks that it will go unused. For that reason, most modern API Management Solutions provide functionality that helps publishers expose information about their APIs to outside developers – often via developer portals. A developer portal provides a single point of interaction for the developer to register for an account, request an API access key, discover what APIs are available and see example code. An API developer portal focused on enterprise usage should: • Support different classes of external developers. • Provide various self-service capabilities. • Give developers visibility into their API usage and key performance metrics. • Allow developers to share best practices to share best practices through community features.
  28. 28. Slide 28 © 2001-2013 Telenity, Confidential & Proprietary API Business Models
  29. 29. Slide 29 © 2001-2013 Telenity, Confidential & Proprietary API Business Models – Free Usage Players Model Facebook offers its API free to any developer. However, the model is freemium — like Apple and Google, it takes a cut of in-app payments, e.g. the purchase of Farmville Coins. Facebook charges a 30% service fee, plus any applicable sales tax or VAT, on each Facebook Payments transaction.
  30. 30. Slide 30 © 2001-2013 Telenity, Confidential & Proprietary API Business Models – Developer Pays Players Model Pay As You Go: Pay only for what you need to use. It can scale up or down as needed. Tiered: Pricing depends on the usage tier you fall in. Freemium: A free and paid “all access” version of APIs. Unit-based: Developers are billed a fixed amount up to a pre-defined limit. (Ex: $0.25 per 1000 API calls). Transaction Fee: API owner makes money off the transaction fees.
  31. 31. Slide 31 © 2001-2013 Telenity, Confidential & Proprietary API Business Models – Developer Pays Use Case: Pay as you go Search API Use Case: Tiered Use Case: Freemium Use Case: Unit Based
  32. 32. Slide 32 © 2001-2013 Telenity, Confidential & Proprietary API Business Models – Developer Gets Paid Model Details Revenue Share: Google AdSense Host API enables community sites to share AdSense revenue with its users to incentivize content creation. Think YouTube channels. CPA (Cost Per Action): Publishers who advertise Amazon products on their websites can earn commissions when referred visitors make a purchase. CPC (Cost Per Click): Shopping.com ads pay out per click. One Time Referral: Developer earns by referring subscribers. Recurring Referral: Developers can earn recurring revenue each month, for as long as a subscriber recruited by developer remains a subscriber.
  33. 33. Slide 33 © 2001-2013 Telenity, Confidential & Proprietary API Business Models – Indirect Model Details Content Acquisition: Ebay’s APIs support sellers with content population (e.g. create listings, upload data feeds) and management (leave feedback, update tracking information, manage disputes) which indirectly results in revenue. SaaS: Software vendors offer APIs for 3rd party developers to extend their platform. This helps the software vendor focus on the core product without complicating their road map with features not everyone needs.
  34. 34. Slide 34 © 2001-2013 Telenity, Confidential & Proprietary API Business Models – Indirect Model Details Content Syndication: Content publishers like the New York Times don’t sell their API to syndication partners, but the API facilitates the syndication. Internal use, consumer facing: Twitter’s API is offered to 3rd party developers to improve the user experience with a broad range of Twitter experiences like Klout, Hootsuite, Clicktotweet and Twitalyzer. Internal use, internal facing: Internal facing APIs are used on your back end to use your own data to build out your own features.
  35. 35. Slide 35 © 2001-2013 Telenity, Confidential & Proprietary API Management What is it? Why you need it? API management is the process of publishing, promoting and overseeing application programming interfaces (APIs) in a secure, scalable environment. It also includes the creation of end user support resources that define and document the API. • Exposing capabilities and assets can create brand new revenue streams since it is possible to charge the API consumers. • To be able to serve to the needs of selfcare channels and partners in the ecosystem, all capabilities and assets should be exposed in a structured way. • All capabilities and assets should be exposed in a secure and controlled way. • Internal and external developers should be able to discover and use the APIs easily. • API usage should be monitored and reported to estimate capacity requirements. • Company wide policies should be applied to APIs. • API lifecycles must be managed. • Different web services standards are used by different systems, a gateway should be used to convert between them.
  36. 36. Slide 36 © 2001-2013 Telenity, Confidential & Proprietary API Management (continued) API CONSUMER LIFECYCLE ACTIVITESAPI PROVIDER LIFECYCLE ACTIVITES How? API Manager comprises three components: • Gateway: Addresses the API Provider requirements. • Admin Portal: Provides administration and configuration control. • Developer Portal: Addresses the API Consumer requirements.
  37. 37. Slide 37 © 2001-2013 Telenity, Confidential & Proprietary API Management (continued) CUSTOMER ASSETS DEVICE ASSETS NETWORK CAPABILITIES • Customer Profile • Customer Preferences • Customer Identity • Presence • Tariff Information • Balance Information • Subscription Information • Terminal Status • Terminal Connection • Terminal Capability • Terminal Identity • Terminal Location • Voice Call / VoIP • Messaging / IM • Conference • Charging • Notification • File Transfer • Presence • Location • Payment • Provisioning API Manager helps the operator to expose network capabilities and assets. Selfcare channels and partners can use this capabilities and assets to develop new services and applications. The capabilities and assets an operator can expose are listed here. Telenity helps operators to plan and implement the exposure.
  38. 38. Slide 38 © 2001-2013 Telenity, Confidential & Proprietary Selfcare Solution What is it? Why you need it? There are several selfcare channels (WEB, WAP, IVR, SMS, USSD, Mobile Apps, and etc.). Selfcare solution helps the operator to easily develop and maintain selfcare applications. • Selfcare solution creates an abstraction layer between backend systems and selfcare applications. • To be able to serve selfcare applications, all the data about subscriber should be kept in session until the subscriber leaves the selfcare application. • All static responses should be cached for a certain time period to be able to serve the results faster. • Selfcare solution provides additional security between selfcare applications and backend systems. • Selfcare channels need to serve different contents (store locations, banners). • All selfcare channels shold return the same results to provide consistency across channels. • All content should be served in multi-language. • Selfcare operations should be logged for a certain time period.
  39. 39. Slide 39 © 2001-2013 Telenity, Confidential & Proprietary Partner Management What is it? Why you need it? Partner Management Solution helps an operator to organize and manage its partner relationships. The general purpose of PMS is to enable operators to manage their partners more effectively and efficiently through the introduction of standardized processes, tools, and practices for interacting with them. • Service Providers need simple access to network assets and shortened T2M. • Partners require self-management capabilities. • It should be possible to bundle partner services with core offers. • Partner and service catalog should be managed. • Single point access should be given to all partners and services. • Partner management processes should be automated. • Partners should be tracked and monitored. • Partner services should comply with the regulation. • Settlement process should be simplified.
  40. 40. Slide 40 © 2001-2013 Telenity, Confidential & Proprietary Bundles and Offers What is it? Why you need it? To be able to increase sales, it is a common approach to bundle core offers with the services of business partners. Bundles and Offers Module simplify the creation of offers that bundles core products with the services of business partners. • It should be possible to bundle services of business partners (mobile tv, ring back tone, horoscope, and etc.) with core offers. Example: It should be possible to bundle Mobile TV subscription with 1GB + 1000 minute + 500 SMS offer. Example: It should be possible to bundle 100 Video Clips and Ring Back Tone subscriptio with 2 GB + 2000 minute offer. • Offers should be available from selfcare channels.

×