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Telco Innovation with APIs - Need for speed (Webcast)
The document discusses how telecommunications companies (telcos) can adapt to changing technology and business trends. It notes that consumers are shifting to mobile devices and internet-based apps, which are powered by APIs. To keep up, the document recommends that telcos treat every service as an API and app, support external innovation through accessible APIs, and compete globally like internet companies by adopting agile techniques. It argues that telcos' advantages include retail relationships and infrastructure, but that they need clarity on business goals and metrics to measure API success through adoption, monetization, and other factors.
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Telco Innovation with APIs - Need for speed (Webcast)
- 1. Telco Innovation withAPIs: Need for Speed David Andrzejek @davidandrz Bala Kasiviswanathan @balak Brian Pagano Apigee @brianpagano @apigee
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- 5. David Andrzejek Bala Kasiviswanathan Brian Pagano @davidandrz @BalaK @brianpagano
- 6. What does today’smarketplace look like for telcos and for consumers?
- 7. Changing Infrastructure Shift fromvoice enabling networks to IP networks http://www.greater-boston.com/images/voip1.gif
- 8. Consumers are findinga new way of business and social interactions Lot of disrupters in the marketplace
- 9. But . .. Continued regulation
- 10. How has theplaying field changed for telcos based on business and technology trends?
- 11. Booming mobile economy Hugeshift to mobile. Mobile subscriptions are on upswing, consumers moving to smartphones. More smartphones drives purchase of data plans.
- 12. Rise of theapp Internet
- 13. Services will beconsumed as apps Consumers developing new habits App Store Growth 2008-2011 600 12 500 10 Apps Available Thousands Total App Downloads 400 8 Billions 300 6 200 4 100 2 0 0
- 14. Apps are fedby APIs
- 15. Apps get theirfunctionality from APIs Every service you ship needs to be an API and an app
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- 17. Innovation happens outside Make services easy & accessible via an API Support innovation Treat developers as channel partners
- 18. It’s a globalmarketplace
- 19. It’s a globalmarketplace Internet players compete globally - you should too Present largest addressable market - interoperate Build apps that can be used by anybody On any network
- 20. Competition is notother telecoms
- 21. Competition is notother telecoms Global Network Execute like a technology company Think like a Web company – Facebook, Amazon, Twitter, Skype Apps Devices
- 22. Competition is notother telecoms Small agile nuclear teams- 2 pizza box teams Mix skills hackers, developers, designers, operator infrastructure people Employ a fail fast approach and Iterate, iterate, iterate
- 23. Marketplace disruptors haveadvantages. Do telcos?
- 24. Marketplace disruptors haveadvantages. Do telcos? Retail Stores & Resellers Billing relationship with Subscribers Marketing and communication muscle Telcos reach into large enterprises
- 25. A similar approachfor consumer and enterprise business Enterprise customers and developers equally important Rethink the approach when selling into these enterprises
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- 27. Measuring success Have clarityaround business goals & value proposition of your API – new line of business, innovation, revenue . . . Have a scorecard – clarity around PRIMARY measure of success adoption stickiness monetization distribution ...
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- 29. Wrapping up Every productis an app built on an API Be easy to work with Your market is global Adopt agile techniques of Internet companies Leverage your strengths
- 30. THANK YOU David Andrzejek @davidandrz BalaKasiviswanathan @balak Brian Pagano @brianpagano
Editor's Notes
- #2 Creative Commons Attribution-Share Alike 3.0 United States License
- #8 Big, heavily used IP network- LTE, 4G etc.Breakthrough innovation around communication & sharing (over-the-top (OTT)) services Skype, Google Voice. Google Hangouts, Facetime, video chat (1:1/1:many), iMessage, Whatsapp etc.
- #10 Image http://flowtv.org/2009/10/regulation-is-boringbecky-lentz-mcgill-university/Innovation happening on top – infrastructure especially for telcos continues to be regulated. Most telecom companies are government spin-outs e.g. Regulations on financial transactions
- #12 Techtonic move like shift to web- netscape 1995 17yrs agoApple has transformed from a computer company to a mobile company~1B smartphone subs but >6B mobile phone usersMobile internet traffic has gone from 1% to 10%ATT earnings…. Revenue up 8.5%, smartphone penetration went from 50-62%, wireless data up 19% (1B), less than 1% churn
- #13 every service that carriers offer is being ‘appized’. There areapps for voice calls (skype, vibber, Voxer), messaging (iMessage, Whatsapp, etc),navigation (google maps, etc). new growth areas that operators have made massiveinvestments in, like video, have apps like Netflix, boxie, youtube, etc).
- #17 1) Make your services easy & accessible via an API (0-60 experience)2) Support innovation (foundry, innovation programs, incubators, etc)3) Treat developers as channel partners to sell through
- #18 Make your services easy & accessible via an API (0-60 experience)Think of API as a product for developers2) Support innovation (foundry, innovation programs, incubators, etc)3) Treat developers as channel partners to sell through
- #19 Internet Competitors compete globally you should tooInteroperate with other carriersBuild apps that can have Leverage Telco reach and presence Real & physical presence, lots of countries, lots of stores, large number subscribersThink beyond captive subscriber baseLeverage existing commerce infrastructureCustomers have existing commercial interactions with telcos
- #20 TU Me great exampleATT Speech Recognition great example Leverage Telco reach and presence Real & physical presence, lots of countries, lots of stores, large number subscribersThink beyond captive subscriber baseLeverage existing commerce infrastructureCustomers have existing commercial interactions with telcos
- #21 Think like a Web company – Facebook, Amazon, Twitter, SkypeThink of your API as your product- product teams need to have API expertise address the needs of your customers – developersSmall agile nuclear teams- 2 pizza box teamsMix skills hackers, developers, designers, operatorinfrastructure peopleEmploy a fail fast approach and Iterate, iterate, iterate
- #22 Think like a Web company – Facebook, Amazon, Twitter, SkypeSmall agile nuclear teams- 2 pizza box teamsMix skills hackers, developers, designers, operatorinfrastructure peopleEmploy a fail fast approach and Iterate, iterate, iterate
- #23 Think like a Web company – Facebook, Amazon, Twitter, SkypeThink of your API as your product- product teams need to have API expertise address the needs of your customers – developersSmall agile nuclear teams- 2 pizza box teamsMix skills hackers, developers, designers, operatorinfrastructure peopleEmploy a fail fast approach and Iterate, iterate, iterate
- #24 Strengths: Brick and mortar storesSubscriber base billing Print/ad campaigns
- #25 Strengths: Brick and mortar storesSubscriber base billing Print/ad campaigns
- #26 Disruptions in enterprise space – e.g. messaging biz with enterprises – Hosting cloud – amazon, azure, etcBetter cloud apis for exampletelcos as a cloudTrusted service provider for lots of enterprise customersof all sizesSignificant sales force reach and relationships with enterprise customersEnt getting faster and faster by leveraging their apis – should telcos apply same lessons
- #27 Disruptions in enterprise space – e.g. messaging biz with enterprises – Hosting cloud – amazon, azure, etcBetter cloud apis for exampletelcos as a cloudTrusted service provider for lots of enterprise customersof all sizesSignificant sales force reach and relationships with enterprise customers
- #29 Disruptions in enterprise space – e.g. messaging biz with enterprises – Hosting cloud – amazon, azure, etcBetter cloud apis for exampletelcos as a cloudTrusted service provider for lots of enterprise customersof all sizesSignificant sales force reach and relationships with enterprise customers