Open APIs: A Telco's Perspective
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Transcript of Open APIs: A Telco's Perspective
Open APIs: A Telco’s Perspective
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)
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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
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Telcos have to evolve ….
Threat to core business model from various angles
Customer expectations are changing
Lots of strategic assets are heavily underutilized - such as distribution 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 of Telco 2.0
Telco 2.0: Redefining the telco business model
Telco 2.0 is a TM of STL
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Telco APIs: Optimistic & Pessimistic views
Pros
Extend and diversify the reach of telco services, thereby increasing revenue.
Telcos can focus on what they do best and leave product innovation to 3rd parties.
Extend the telco brand.
Re-position as a platform player in the long run.
Cons
Can the additional value created compensate for the declining ARPU?
Further commoditizing key assets of the telco?
Who owns customer service?
Technical worries such as compromising security of the network.
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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
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B
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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 their developer programs
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Conclusion
Telcos have been traditionally closed, but are slowly starting to open up.
There are still unresolved questions as to whether a platform approach will solve telco business model issues.
Telcos have a lot of APIs to offer.
Would like to see more innovation from the Telco API aggregator companies.
Telco API Developer Programs are starting to look like those of 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.
http://orangepartner.comhttp://dev.pikeo.comhttp://dev.bubbletop.comhttp://openid.orange.fr