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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 
Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events 
Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 1 of 9
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) 
Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events 
Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 2 of 9
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 
Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events 
Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 3 of 9
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 
Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events 
Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 4 of 9
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) 
Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events 
Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 6 of 9
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 
Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events 
Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 7 of 9
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

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TADSummit 2014 Brief and Agenda

  • 1. 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 Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 1 of 9
  • 2. 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) Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 2 of 9
  • 3. 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 Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 3 of 9
  • 4. 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 Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 4 of 9
  • 5. 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
  • 6. 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) Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 6 of 9
  • 7. 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 Organizer: Alan Quayle +1 908 419 6960 info@tadsummit.com JAQ Events Logistics: Karin Johnson +1 301 938 8801 karin@macklinmanagement.com Page 7 of 9
  • 8. 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
  • 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