Post on 09-May-2015
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transcript
Open APIs: A Telco’sPerspective
Asha VellaikalOrange Labs
Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal2
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agenda
Why are Telco’s opening APIs?
What APIs does a Telco offer?
Telco API programs (current and near future)
Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal3
Telcos are not exactly open ….
traditionally vertically integrated
Generally conservative, especially on the operational side.
More focused on internal product innovation
Target mass market services, not niche-oriented.
Business processes not conducive for small partners.
Existing “APIs” or platforms are
– very complex (IMS, SDP, ParlayX)– don’t have clearly defined biz-models.
Some successful platforms, such as premium SMS
Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal4
Telcos have to evolve ….
Threat to core business model from various angles
Customer expectations are changing
Lots of strategic assets are heavily underutilized - such asdistribution channels, customer relationships and so on.
92% of telco insiders – “strategic re-think of role of telco”(recent survey by STL)
Enabling platform for 3rd party services is a key component ofTelco 2.0
Telco 2.0: Redefining the telco business model
Telco 2.0 is a TM of STL
Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal5
Telco APIs: Optimistic & Pessimistic views
Pros
Extend and diversify the reachof telco services, therebyincreasing revenue.
Telcos can focus on what theydo best and leave productinnovation to 3rd parties.
Extend the telco brand.
Re-position as a platform playerin the long run.
Cons
Can the additional value createdcompensate for the decliningARPU?
Further commoditizing keyassets of the telco?
Who owns customer service?
Technical worries such ascompromising security of thenetwork.
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What APIs can a Telco offer?Communication
Voice CallConf Call
SMS / MMSWAP Push
Context
LocationPresence
ProfileDevice capabilities
Identity
AuthenticationSSO
Network
Prioritized TrafficInfo on BW
Payment
Carrier Billing
Content
RingtonesRingback
Video User Data
Mobile AddressbookUsage
Calendar
Telco API
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Wholesale / Aggregator Model
Telco API
Telco API
Telco API
A
B
C
Aggregator 1
(normalize acrossTelcos)
Aggregator 2
(additional value,e.g. more context)
Aggregator 3
(innovation on topof telco apis)
Maps, landmarks, zip code etc.
e.g. 7p to 10p per location request.Minimum usage fees per operator.Expensive.
Mobile GPSWidgets
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Direct Telco APIs
CommercialR&D / Experimental
In Preparation /Consideration
Many!
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Current Orange APIs
openid.orange.fr
dev.bubbletop.com
dev.pikeo.com
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Telcos must also leverage theirdeveloper programs
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Conclusion
Telcos have been traditionally closed, but are slowly startingto open up.
There are still unresolved questions as to whether a platformapproach will solve telco business model issues.
Telcos have a lot of APIs to offer.
Would like to see more innovation from the Telco APIaggregator companies.
Telco API Developer Programs are starting to look like thoseof Internet companies.
thank you
Orange, the Orange mark and any other Orange product or service names referred to in this material are trade marks of Orange Personal Communications Services Limited. © Orange Personal Communications Services Limited.
asha.vellaikal@orange-ftgroup.com
http://orangepartner.comhttp://dev.pikeo.comhttp://dev.bubbletop.comhttp://openid.orange.fr