Exploring Mobile Apps Categories and Successful Mobile VAS and Multimedia Applications

Exploring Mobile Apps Categories
and Successful Mobile VAS
and Multimedia Applications
By ALI Saghaeian
Chief Analyst & Consultant
Telecoms, IT and Media
Ali.Saghaeian [at] gmail.com

Objectives
• What are different Mobile App Categories &
Functions
• Reviewing Successful Mobile VAS and Multimedia
Applications
• How to boost the consumption and increase
revenue monetization streams
• What APIs can Telcos offer
• Which Enterprise Apps are being Deployed/Used
• Pros and Cons for Providing Mobile Apps

Agenda
• Communications as an important part of
smartphone usage
• Mobile data: traffic share by application type
• Operators’ Mobile App Functions
• Boosting consumption and increasing revenue
monetization streams
• Top APIs operators could implement
• Case Study: Network API Platform
• Making the most of enterprise apps

Communications remains an important part of
smartphone usage... but its role is diminishing
Average time per day spent using various functions and apps on smartphones
[Analysys Mason and Nielsen, 2014]

Mobile data: traffic share by application type
In 2014 video already represented almost half of the whole data traffic,
and for 2020 the percentage share is expected to increment
Browsing and audio do not affect much on the network traffic and social
networks are expected to keep the same traffic share (around 15%)

Consumers continue to use apps
Penetration of top five communications apps in selected countries (smartphone owners only),
July/August 2015
Source: Analysys Mason - 2015
France Germany Spain UK USA South Korea
Skype Messenger WhatsApp SnapChat iMessage

Composition of online communities changes
with penetration
Source: Analysys Mason - 2015
Average number of comms apps used, by age, Europe/USA/S Korea
Indicative usage of different comms apps in Spain Questions: various; n = 8270 0 0.51 1.52 2.53 3.518–24 25–34 35–44 45–54 55–64 65+ Average number of apps WhatsApp App communities in Spain 29%23% 33%Skype Facebook Messenger Snap Chat iMessage Viber LINE

Operators’ Mobile App Functions
Source: Openet, 2015

Operators’ Mobile App Functions (Continued)
Source: Openet, 2015

Operators should be looking for growth in
consumer attention and identifying
service/partnership opportunities
Penetration of apps by category, and corresponding growth between 2011 and 2013;(2011: n =1079; 2013:n =1596)
Social
networking
Productivity
Gaming
TV and
video
Commerce
Music
Financial
services
Health
Addressable market growth
Percentage of panellists
Penetration: 2011 2013 Growth

Create new opportunities to boost the consumption
and increase revenue monetization streams
Case of Telecom Malaysia

Can operators leverage the native interface
as a platform?
Time spent on smartphones by interface type [Source: Analysys Mason and Nielsen, 2015]
SK Telecom’s T-Phone 2.0 service
• Taxi apps
• Job search
• Used goods
• Restaurant apps
Third-party APIs
Internal APIs
• Real-time usage
• Directory services
Enhanced dialler experience
• Group calling
• Video calling
• Improved address book
• Safe-call feature
• Message pop-up (dialling)
Interface
Native dialler/SMS Device functions
Browser
Apps

Operator APIs
9
App/Service Portfolio
Enable operators to exploit core Telco assets better.

What APIs can Telcos offer?
Capabilities Opportunities
Telco API
internal systems
billing, rating, charging
lower operational costs
payment services
calling identity and security
location
customer insight
customer profile
cloud call centers
enterprise cloud
messaging
device
CRM
VAS
personalization
hypervoice
communication enabled
business processes
directory fraud management

Top APIs operators could implement
Telco Network APIs market is expected to account for $157 Billion in global
revenues worldwide by 2018 growing at a CAGR of 38% between 2013 and
2018
Source: MindCommerce: Public advertisement for “Telecom Network API Marketplace: Strategy, Ecosystem, Players and Forecasts 2013-2018”
Click to call, meet me at my number, alerting, etc
Payment across goods & services
USSD in developing markets
Advertising with user profile under customer control
Presence & location enabled call centers
Number provisioning
Messaging enabled customer service & business
processes
Other (Directory services, IVR, M2M, etc)

Helping developers deliver the right
applications on the right device to over 100
Million customers
Case of AT&T Developer Program
•Online API Platform, AT&T ARO, Development Resources, Device Specs, SDK and Tools.
•Community and Support Live Chat, Forums, Webcast, Tech Support
•Events and Contests Developer Summit, Hackathons, Contests, Fun events
Access to all site information $99 gives you full access to all APIs , and One Million API-points per month. Example: 750K Speech API transactions per month without any additional cost. Diagnosis tools that help you efficiently implement apps that run faster. Sample code and Toolkits that simplify the integration, and speed-up your development. Development Tools Tons of Resources
Free Membership

Case Study: AT&T API Platform
The API Platform exposes core capabilities through RESTful public APIs
•Free 90-day trial
•Competitive pricing: Annual fee of $99 grants access to all APIs on the platform and 1,000,000 calls per month.
–After 1,000,000 API calls a month, pay at the rate of only a penny per call
•Easy, self-service access to RESTful APIs
•Extensive documentation
•Tools and SDKs to ease development for HTML5 and native apps
•Sample apps and code
© 2013 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 5 API CATALOG
•Speech (Speech-to-Text & Text-to-Speech)
•SMS & MMS Messaging
•Payment (with AT&T billing)
•Location
•Device Capabilities
•In-app Messaging from Mobile Number
•Advertising
•Call Management (Beta)
IN ALPHA TESTING
•Call Management with WebRTC
•Account Details
Test the Alpha APIs at https://auth.tfoundry.com/sign_in

Success Story: In-App Messaging from Mobile
Number (IMMN)
Send texts from the subscriber’s AT&T mobile number – and
keep users engaged in your app
No other U.S. carrier offers the ability to send SMS and MMS from a 3rd party site
to the mobile number of the sender – and have the message sent from the
subscriber’s mobile number.

TELUS API Offering: 75+ APIs and growing

Overview of Orange API offers AMEA
priorities for 2015
Evolution of Orange Money into a Digital payment solution open to a selection of partners
Orange Money API
Evolution of Bulk SMS into a self-service, multi-country product allowing developers to easily send SMS to all Orange countries
SMS A2P API
Evolution of Premium SMS into a Digital payment solution, directly connected to Prepaid and Postpaid Orange accounts
Carrier Billing API
Multi-country USSD shop , open to partner services on a dedicated short code in a Kiosk model, and accessible through APIs
USSD Shop API

Open API Hackathon – ideas summed up:
Case of Orange

Development of new services: Case of
Orange
34
Connected
devices
Internet of
Machines
Internet of
Objects
IoT API
Data Operator API
IoT API
Data Operator API Data Operator API
Orange is working on a data powered open platform for the development of
new services for enterprises and the mass market : Orange Datavenue
Smart Data Aggregation Platform
Enterprises Data Open Data
Data
Data Cloud Storage
Data Connectors
Privacy
Authentication
User Profile
Rules Management B2B
B2B2C
Developers
IOT data aggregation platform
Liveobjects
Flexible Data
Secured & isolated environments

Telecom Italia: Network API Platform

Service Exposure: APIs catalog & billing
models
Telecom Italia’s update on Network API Platform

Making the most of enterprise apps:
managing the full lifecycle
Deploy
Monitor
Fix
Analyze
Update / retire
Users
Time
Frequency
Activities
Crashes
Bugs
Tack usage in real time
Push OTA
Discover in enterprise app store
Apply learning
Wipe
Off-board

Which Enterprise Apps are being Deployed/Used
within Asian Telecom Operators?
* Doc sharing and E-mail are viewed as critical
apps accessed from tablets/smartphones
Web Conferencing
CRM and Business Intelligence
Social Media
Collaboration
Video Conferencing
Voice Based Apps (Softphones)
Email
Documents and File Sharing

How Many Enterprise Mobile Applications are
being Deployed by Asian Telecom Operators?
85% deploy at least 1 app; 38% deploy between 1 to 10 apps
None
One to five
apps
Six to 10
apps
11 to 19
apps
20 to 49
apps
50 or more
apps
Don’t know
Current Apps
New Apps During Next 12 months

Who Are the Users of Enterprise Mobile Apps?
90% of all users have access to mobile apps, although it started with Office
management, it has spread to Sales and delivery personal
Office
management
(e.g. personnel
in managerial
or executive
roles)
Mainstream
office workers
(e.g. analysts,
professionals,
administration,
etc.)
Field sales
personnel
Field service or
delivery
personnel
Other

Pros and Cons for Providing Mobile Apps to
Operators’ Employees
Companies deploy mobile apps for efficiency and productivity gains.
The strongest adoption barrier continues to be data security worries.
More efficient business
processes
More productive employees
To keep up with our
competition
To establish a competitive
advantage
To make more money
Results in cost savings
To enhance customer
engagement
Enables more employee
collaboration
More satisfied employees
Data security concerns
High cost
Back-office integration
concerns
No real business need
Lack of executive support
Unclear ROI
Lack of internal resources
Resources toselect app(s)
Mobile device issues
Worker resistance

Any Questions?

Exploring Mobile Apps Categories and Successful Mobile VAS and Multimedia Applications

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