How Business Model Considerations Impact the Standardization Process  3rd International Workshop on Business Models for Mo...
What I’ll be Talking AboutBMMP 2011, Musa Unmehopa      www.openmobilealliance.org
IT’S NOT ABOUT TECHNOLOGYBMMP 2011, Musa Unmehopa                   www.openmobilealliance.org
If you build it, they will come…    (Field of Dreams)                                           Really?BMMP 2011, Musa Unm...
Tech wars are missing the point                                          t                                        ec      ...
It’s not about Technology                           It’s about supporting the Business                                    ...
The Apps Market is big, and becoming bigger• MarketsAndMarkets expects the global mobile applications market to be worth $...
APIs DRIVE THE GROWTHBMMP 2011, Musa Unmehopa                 www.openmobilealliance.org
Open APIs: Growth is accelerating                           Total APIs over timeBMMP 2011, Musa Unmehopa                  ...
Open APIs: Growth is accelerating                           Total APIs over timeBMMP 2011, Musa Unmehopa                  ...
Open APIs: Growth is accelerating                           Total APIs over timeBMMP 2011, Musa Unmehopa                  ...
Open APIs: Growth is accelerating                           Total APIs over timeBMMP 2011, Musa Unmehopa                  ...
API Billionaires Club, 2011 edition                           13 billion API calls / day (May 2011)                       ...
WALLED GARDEN DOESN’T WORK                                 BUT WHAT DOES?BMMP 2011, Musa Unmehopa                   www.op...
API business models, circa 2005BMMP 2011, Musa Unmehopa          www.openmobilealliance.org
API business models evolve over time                                   Favored Business Model (Developers)                ...
API business models 2011BMMP 2011, Musa Unmehopa   www.openmobilealliance.org
How Business Model Considerations Impact theStandardization Process OMA has a strategic focus on API Standardization • Sta...
How Business Model Considerations Impact theStandardization Process • Business models are increasingly complex and continu...
REFERENCES AND BACKUPBMMP 2011, Musa Unmehopa             www.openmobilealliance.org
References• [1] “World Mobile Applications Market - Advanced technologies, Global Forecast  (2010 - 2015)”, Markets and Ma...
OMA – Overview           More than 150 members from across the mobile value chain           • Founded June 2002           ...
OMA – Organizational StructureBMMP 2011, Musa Unmehopa                    www.openmobilealliance.org
Highlights of OMA Service Enablers    Over 50 Candidate and Approved Enablers Published in the Last 18 Months           Ca...
Highlights of OMA Service Enablers          Approved Enabler Releases                • OMA EFI V1.1                • OMA B...
More Information   • OMA Communications Contact   Bobby Fraher, External Communications Manager   bobby@agilis-communicati...
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Opening Keynote at BMMP 2011 - OMA API Program

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Opening keynote presentation at the 3rd workshop on Business Model for Mobile Platforms (BMMP), 7 October 2011. Topic: How Business Model Considerations Impact the Standardization Process. The presentation makes the point that business considerations and market requirements should drive technology standardization. The presentation uses the API Program of the Open Mobile Alliance (OMA) to illustrate these points, and demonstrate how business model considerations impact the standards processes for application programming interfaces. Presentation by Musa Unmehopa, Chairman of the Technical Plenary in OMA, senior manager of standardization at Alcatel-Lucent

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Opening Keynote at BMMP 2011 - OMA API Program

  1. 1. How Business Model Considerations Impact the Standardization Process 3rd International Workshop on Business Models for Mobile Platforms 7 October 2011 Musa Unmehopa Technical Plenary Chairman, OMA Senior Manager, Alcatel-LucentBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  2. 2. What I’ll be Talking AboutBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  3. 3. IT’S NOT ABOUT TECHNOLOGYBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  4. 4. If you build it, they will come… (Field of Dreams) Really?BMMP 2011, Musa Unmehopa www.openmobilealliance.org
  5. 5. Tech wars are missing the point t ec nn k Co oo eb ac sF hv ut OA P vs SOA vs REST ID en XMOp Lv sJ SO N vs ur l- enNative co vs HTM L5 de d BMMP 2011, Musa Unmehopa www.openmobilealliance.org
  6. 6. It’s not about Technology It’s about supporting the Business www.openmobilealliance.orgBMMP 2011, Musa Unmehopa
  7. 7. The Apps Market is big, and becoming bigger• MarketsAndMarkets expects the global mobile applications market to be worth $25.0 billion in 2015 [1]• IDC predicts app revenues will surpass $35 billion in 2014 [2]• Canalys expects that app store revenue will reach $36.7 billion by 2015 [3]• Gartner: Applications stores are creating a revenue opportunity that will reach $58 billion in 2014 [4] – Compare: • Weight-loss and health nutrition are a $60 billion industry • Gaming is a $60 billion industry • Coffee is a $60 billion industry• Whatever number you want to use, it’s hugeBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  8. 8. APIs DRIVE THE GROWTHBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  9. 9. Open APIs: Growth is accelerating Total APIs over timeBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  10. 10. Open APIs: Growth is accelerating Total APIs over timeBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  11. 11. Open APIs: Growth is accelerating Total APIs over timeBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  12. 12. Open APIs: Growth is accelerating Total APIs over timeBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  13. 13. API Billionaires Club, 2011 edition 13 billion API calls / day (May 2011) 10 billion API calls / month (January 2011) Over 260 billion objects stored in S3 (January 2011) 1.6 billion API-delivered stories / month (October 2010) 5 billion API calls / day (April 2010) 5 billion API calls / day (October 2009) 8 billion API calls / month (Q3 2009) 3 billion API calls / month (March 2009)BMMP 2011, Musa Unmehopa www.openmobilealliance.org
  14. 14. WALLED GARDEN DOESN’T WORK BUT WHAT DOES?BMMP 2011, Musa Unmehopa www.openmobilealliance.org
  15. 15. API business models, circa 2005BMMP 2011, Musa Unmehopa www.openmobilealliance.org
  16. 16. API business models evolve over time Favored Business Model (Developers) Share of end user revenues 55% Upfront fees from Network Provider but receive low share of end user 16% revenues (partnership/white label) In-application advertising 7% Pay-per-use API and receive 4% share of end user revenues Pay developer license fee and 4% receive end user revenues Placement fees to Network Provider 4% or platform "store" and receive end user revenues Other 11% 0% 20% 40% 60% Source: Secondary Research, Online Developer Survey June – July 2009, CSMG AnalysisBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  17. 17. API business models 2011BMMP 2011, Musa Unmehopa www.openmobilealliance.org
  18. 18. How Business Model Considerations Impact theStandardization Process OMA has a strategic focus on API Standardization • Standardized APIs are necessary to help realize the tremendous growth potential for the Applications Market • OMA API Standards play a key role in reducing fragmentation and Industry harmonization and collaboration • “Availability of open API” and “Anyone can create applications” are 2 key points we learnt to emulate the success of Web2.0 in Telco environment The Stakeholders • Blend telecommunications with IT concepts and paradigms • Listen to developers, REALLY listen to developers – Requires additional participants in standards, not just Operators and Telco Vendors – If developers don’t come to standards, seek other ways of getting their inputBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  19. 19. How Business Model Considerations Impact theStandardization Process • Business models are increasingly complex and continue to change – Requires flexibility of the API standards to support this quick changing marketplace • Technology needs to match or align with how people do business – REST is not about the protocol, but about matching the way business is done on the Web • Abstract APIs with various protocol bindings – e.g. HTTP REST, SOAP/WSDL Web Services • Anonymous Customer Reference (ACR) – Protecting subscriber identity towards 3rd parties, plugging security hole • Delegated authorization – Attracting long tail niche – “on behalf of” business case supported by OMA OAuth Framework Just some examples of how changes in the business model affect technology choices in API standardsBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  20. 20. REFERENCES AND BACKUPBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  21. 21. References• [1] “World Mobile Applications Market - Advanced technologies, Global Forecast (2010 - 2015)”, Markets and Markets, Aug 2010, Pages: 217, http://www.researchandmarkets.com/• [2] “Worldwide and U.S. Mobile Applications, Storefronts, and Developer 2010– 2014 Forecast and Year-End 2010 Vendor Shares: The "Appification" of Everything?”, Dec 2010 (Doc # 225668), 44 pages, http://www.idc.com/• [3] “Canalys Mobile App Store Analysis forecast”, June 2011, http://canalys.com/• [4] “Forecast: Mobile Application Stores, Worldwide, 2008-2014”, December 2010, http://www.gartner.com/BMMP 2011, Musa Unmehopa www.openmobilealliance.org
  22. 22. OMA – Overview More than 150 members from across the mobile value chain • Founded June 2002 • Operators, terminal and software vendors, content and entertainment providers Interoperable service enablers across multiple domains • Architecture, Security, Charging and Network APIs • Person-to-Person Communications • Device Capabilities • Access to Content • Services Access Interface • Service Customization Current and Ongoing Technical Deliverables – more detail in presentation • 44 service enablers delivered in 2010 with 80 planned for 2011 • Ongoing refinement of interoperability testing program with Test on Demand in Q3 2011 • API Framework—building on success of GSMA OneAPI and Parlay affiliation • M2M Communications—enabling terminals as gateways and converged personal networks New and improved organizational structures and efficiencies • Fast track process for omitting or combining steps and deliverables in OMA Process • Min Max procedure for an alternative path to traditional testing of every OMA enabler Collaboration with other bodies—including WAC, GSMA, W3C & ETSI • Reduce duplication and fragmentation • New strategic program of liaisons with appointed Board level champions to other bodies • OMA maintains formal cooperation agreements or frameworks with nearly 50 industry bodiesBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  23. 23. OMA – Organizational StructureBMMP 2011, Musa Unmehopa www.openmobilealliance.org
  24. 24. Highlights of OMA Service Enablers Over 50 Candidate and Approved Enablers Published in the Last 18 Months Candidate Enabler Releases • OMA Device Management Smart Card V1_0 • OMA Lock and Wipe Management Object V1_0 • OMA Converged Address Book V1_0 • OMA XML Document Management V2_1 • OMA Secure Content Identification Mechanism V1_0 • OMA SIP Push V1_0 • OMA Location in SIP/IP Core V1_0 • OMA Secure User Plane Location V2_0 • OMA Mobile Search Framework V1_0 • OMA Mobile Codes V1_0 • OMA Mobile Advertising V1_0 • OMA Mobile Spam Reporting V1_0 • OMA Customized Multimedia Ringing 1.0 • OMA Presence Access Layer V 1.0 • OMA Mobile Spam Reporting V1.0 • OMA Application Layer Security Common Functions V1.1 • OMA Next Generation Service Interfaces V1.0 • OMA Digital Rights Management V2.2 • OAM Key Performance Indicators in OMA V1.0 • OMA Smart Card Web Server V1_2 • OMA Mobile SMIL V 1.0 (Reference Release) A Candidate Enabler Release (CER) delivers an approved set of open technical specifications that can be implemented in products and solutions, and then tested for interoperability. An Approved Enabler Release (AER) represents Candidate Enabler Releases that have gone through the Interoperability Program (IOP) of OMA. The IOP tests interoperability between different member company’s implementations—either within the OMA or through other means.BMMP 2011, Musa Unmehopa www.openmobilealliance.org
  25. 25. Highlights of OMA Service Enablers Approved Enabler Releases • OMA EFI V1.1 • OMA Browser Protocol Stack V1.2 • OMA Push V2.1 • OMA User Agent Profile V1.1 • OMA Rich-media Environment V 1.0 • OMA Games Services Client/Server Interface V1.0 • OMA DownLoad Over The Air V2.0 • OMA Browsing V2.4 (enhancements ph 2) • OMA Look and Feel Customization • OMA On Board key Generation / Wireless Public Key Infrastructure V1.0 • OMA Device Management V1_2 • OMA Smart Card Web Server V1_1 • OMA Presence SIMPLE V1_1 • OMA Global Service Architecture V1_0 (Reference Release) • OMA IMPS Implementation Guidelines V1_3 (Reference Release) A Candidate Enabler Release (CER) delivers an approved set of open technical specifications that can be implemented in products and solutions, and then tested for interoperability. An Approved Enabler Release (AER) represents Candidate Enabler Releases that have gone through the Interoperability Program (IOP) of OMA. The IOP tests interoperability between different member company’s implementations—either within the OMA or through other means.BMMP 2011, Musa Unmehopa www.openmobilealliance.org
  26. 26. More Information • OMA Communications Contact Bobby Fraher, External Communications Manager bobby@agilis-communications.com • 2011 Q2 OMA Quarterly Newsletter http://www.openmobilealliance.org/comms/pages/OMA_quarterly_2011_vol_2.htm • Full list of OMA Mobile Service Enablers http://www.openmobilealliance.org/Technical/releaseprogram.aspx •OMA API Program http://www.openmobilealliance.org/API •Interested in joining the OMA http://www.openmobilealliance.org/Membership/default.aspxBMMP 2011, Musa Unmehopa www.openmobilealliance.org

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