Carrier API Strategy: How Carriers could gain (back) Developer Mindshare
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This presentation is entitled "Cross-Operator Federation of Customizable Network APIs" and introduces the OneAPI Exchange which is an infrastructure doing exactly this. The intention of this talk is to present an API strategy that should allow mobile network operators (aka carriers) to expose their unique assets across operator boundaries. The benefit for a developer is that s/he only needs to set up one relationship with one operator but can increase reach to all customers of the other operators. This could be a strategy for operators to increase relevance in the API and mobile app world and to gain back developer mindshare. I gave this presentation at the SDP Global Summit (http://sdpsummit.com/) on September 19, 2013 in Rome. The targeted audience is carriers and vendor or IT solution providers to carriers. SDP stands for service delivery platform and basically is a more or less sophisticated API management gateway. (Some might argue it is much more than that but this is what I focus on.)
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Carrier API Strategy: How Carriers could gain (back) Developer Mindshare
- 1. Cross-Operator Federation Of Customizable Network APIs Manfred Bortenschlager Developer Relations & API Strategy mbortenschlager@gsma.com @ManfredBo SDP Global Summit September 17—19, 2013 Rome
- 2. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Part I: Motivation Value of the ecosystem Part II: What is the OneAPI Exchange Federation architecture and benefits Part III: Developer Engagement Best practices: The Onion Content © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy 2
- 3. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Part I: Motivation Part II: What is the OneAPI Exchange Part III: Developer Engagement Content © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy 3
- 4. $ 2.2tn Total Industry Revenues $ 2.2tn Total Global Telecom Industry Revenues (2013) $2.2tn Telecom Industry Revenues GDP: Brazil Population: 201m 4
- 5. $ 2.2tn Total Industry Revenues $ 72bn Mobile Apps Revenues$ 72bn Total Global Mobile Apps Revenues (2013) $72bn Mobile Apps Revenues GDP: Oman Population: 3.9m 5
- 6. $ 2.2tn Total Industry Revenues $ 72bn Mobile Apps Revenues $ 14.8bn Mobile Apps Revenues, EU $14.8bn EU Mobile Apps Revenues GDP: Mozambique Population: 24m $ 14.8bn Total Mobile Apps Revenues, EU only (2013) 6
- 7. $ 2.2tn Total Industry Revenues $ 72bn Mobile Apps Revenues $ 14.8bn Mobile Apps Revenues, EU $ 25bn API-driven Apps $ 25bn Global API-driven Mobile Apps (2013) $25bn Global API-driven Apps GDP: Cameroon Population: 21m 7
- 8. $ 2.2tn Total Industry Revenues $ 72bn Mobile Apps Revenues $ 14.8bn Mobile Apps Revenues, EU $ 25bn API-driven Apps $ 151bn Mobile Apps, 2017 $ 151bn Total Global Mobile Apps Revenues (Projection 2017) $151bn Apps Revenues, 2017 GDP: Romania Population: 20m Sources: ACT4Apps, AppNation, GSMA, Int. Monetary Fund, Insight Research Corporation, VentureBeat8
- 9. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy And Operator APIs ? © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy 9 App/Service Portfolio Enable operators to exploit core Telco assets better.
- 10. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy And Operator APIs ? © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy 10 SDP Global Summit 2013, Event Guide, p.17 I just found this today in the Event Guide on the table in front of you:
- 11. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Part I: Motivation Part II: What is the OneAPI Exchange Part III: Developer Engagement Content © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy 11
- 12. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy OneAPI Exchange is… … an infrastructure that allows developers access to mobile network operator assets via APIs. This infrastructure federates different operators into one unit providing a wider reach for developers. What is OneAPI Exchange ? © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy 12
- 13. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy The Operator’s Benefits What is OneAPI Exchange ? © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy The OneAPI enables operators to sell core capabilities through 3rd party apps across operator boundaries Strategic Differentiate to avoid dumb pipe Reach Exploit multiplier via federation (be more attractive) Financial Revenues via wholesale or retail business models 13
- 14. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy What is OneAPI Exchange ? © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Developer Registry Operator Registry Settlement … OneAPI Exchange <<Developer Operator>> <<Serving Operator>> 14
- 15. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Exposing APIs © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Developer Registry Operator Registry Settlement … OneAPI Exchange <<Developer Operator>> <<Developer Operator>> <<Developer Operator>> Standard APIs Developer Services Custom APIs Developer Services Custom APIs Developer Services 15
- 16. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy 1. Simplicity operator works directly with developer 2. Trust consumer interacts only with serving operator brand 3. Flexibility no need to comply with one standard 4. Decentralised no man-in-the-middle 5. Differentiation competition to foster market Beneficial Effects © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy 16
- 17. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Find more info on www.gsma.com/oneapi API releases on rolling basis GSMA is mediator. Relationship is between developer and operator directly. OneAPI Exchange Status © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy … 17
- 18. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Part I: Motivation Part II: What is the OneAPI Exchange Part III: Developer Engagement Content © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy 18
- 19. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Many: Operators, consumers, handset manufactures, platform or ecosystem providers, standardization bodies, vendors … But the crucial one: Operator API Adoption Enablers 19 Operator APIs Strategic | Reach | Financial
- 20. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Developer Engagement 20 The Onion Model
- 21. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Developer Engagement 21 The Onion Model
- 22. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Example 1: OneAPI Developer Day MWC 2013: 250 attendees (10x oversubscribed) Start of developer community establishment (15k) 22
- 23. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Perceived-use Value analysis What are assets only operators can offer to developers providing a unique value? Example 2: Sensing the Market 1. Qualitative Phase 2. Quantitative Phase 23
- 24. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Example 2: Sensing the Market 24
- 25. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Example 2: Sensing the Market 25 What do you think is the benefit of operator APIs?
- 26. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Example 2: Sensing the Market 26 Do you already incorporate operator APIs into your apps? Yes No Do you believe that operator APIs can significantly improve the functionality of your apps? Yes No
- 27. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Example 2: Sensing the Market 27 Please allow any developer to engage with the MNO platform without signing complicated agreements. Document the platform and its APIs without signup; provide test/sandbox servers and ways to test an app without signing an agreement; write example libraries and put them on github. Developers make the platform vibrant, and developers are not interested in engaging in a "partnership" model; allow anyone to work with your APIs and then they will do so.
- 28. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy OneAPI Exchange … … is an infrastructure that exposes operator assets via APIs. … federates APIs across operator boundaries. … provides simplicity, trust, flexibility, decentralisation, and differentiation. Operators need a change in mind-set for successful work with developers. Take-away Message © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy 28
- 29. @ManfredBo © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy Contact © GSMA 2013 All GSMA meetings are conducted in full compliance with the GSMA’s anti-trust compliance policy 29