The document discusses strategies for opening telecommunications networks to third party developers. It provides examples of initiatives by various operators to expose APIs and capabilities to external innovators, such as Telenor's content provider access program and Orange Partner program. The document advocates that operators develop a clear vision, agreed strategy, and realistic plan to pursue open innovation and share in the new revenue and customer value created by third party services.

1. Findings from Informa’s
IMS/SDP North America
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5-7 November, Dallas TX
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2. Mark Kaish, VP Voice Development and Support,
Cox Communications
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14. SDP and IMS:
What Type of Services Are Most Likely to Benefit
Each Technology?
Are SDP/IMS Alternative or Complimentary?
(Where’s the Money?)
Alan Quayle
Business and Service Development
www.alanquayle.com
www.alanquayle.com/blog
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© 2008 Alan Quayle
www.linkedin.com/in/alanquayle

15. An Operator’s Product Development Process
Find Budget
Opportunity Market
Identified Research
18-30 month 12-18 month
s s
New product
Re-Launch Launch development process
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16. What’s Changed?
Expectations
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17. What customers expect
18-30 month 6-12 months
s
4 months We e k ly
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19. High Street Subsidized Network
Phones Control
S to r e s
Customer
Relationship
Ecosystem Billing
Control Relationship
Brand
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20. Operator Activities in Opening the Network
• Telenor Content Provider Access (CPA)
– Generate within Norway roughly $100m a year in revenue, that is
6% of Telenor’s total subscription revenues.
• O2 Litmus (www.O2litmus.co.uk)
– Recently announced by O2, to be launched in late 2008,
extensively leveraging web 2.0 principles.
• Telecom Italia NexTIM
– Telecom Italia’s web 2.0 site exposing new services to its early
adopting ‘360 degree innovators.’ Letting the market decide what
services to launch, rather than solely internal product
management processes.
• SingTel Partners Program
– Leverage external 3rd party developers to tap into their potential
of unlimited innovation to drive new revenues. Promote access to
limited network resources and capabilities; reduce time-to-market
for launching new services and provide mechanisms for 3rd
parties to be paid.
• ProgrammableWeb
– An aggregator of APIs across operators and the internet, including
Orange Partners and BT’s 21C APIs.
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21. Operator Activities in Opening the Network
• Orange Partner
– As a simple case study, it took only seven months from Orange’s
first meeting with a developer called mob-it (www.mob-it.com) to
launch a public beta of that service integrated into Orange’s
picture service Pikeo, using its open APIs.
• Verizon Open Development Initiative
– Verizon’s ODI (Open Developers Initiative)
– Device centric ODIS (Open Device Interface Specification) defines
what a device must do to interface to the VZ RAN (between the
device radio hardware and the access network)
• Sprint’s Business Mobility Framework
– Sprint’s Business Mobility Framework launched in 2004. It
enables third parties to develop services using capabilities of the
Sprint network, such as location, presence and messaging. It is
based on Parlay X.
• And many more:
– AT&T’s devCentral, GSMA 3rd Party Access Initiative, BT, Telus
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22. Clear Vision
New revenue and
increase customer valu
e
through Open Innovatio
n
Open the network to
3rd parties and share in
value created
Agreed Strategy
Realistic Plan Short-term OPEX
savings, long term
revenue growth
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23. Things to do List
Organizationa
l It’s NOT th
Commitment e
Technology
It’s your PL
AN!
Promote the
Win n e r s Copying is
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OK
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24. Suggested Reading
Microtrends, Mark Penn
Here Comes Everybody,
Clay Shirky
The Gridlock Economy,
Michael Heller
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© 2008 Alan Quayle