what does web2.0 mean for operators?

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This presentation explores some of the challenges faced by operators in the Web 2.0 environment

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  • 1.

2. Web 2.0
REF: Wikipedia
3. What is Web 2.0?
Collaboration, interactivity, shared information
Client / server
App stores vs applications that leverage telco capabilities
Communications enablers
Where is the money?
http://tinyurl.com/157appstats
4. App Stores?
How much money does 1 billion app downloads generate?
Not That Much!
Ratio of free to paid apps:
1:15 and 1:40,
The mean price for paid apps $2.65.
Apples 30%, puts their share at $20-45 million per billion downloads
REF: Moriana / RCL
5. Communications: Mobile voice
In 2009, Voice together with SMS,
85% of the world's $800 billion per year mobile services market
Where is the money for telcos?
Services that leverage voice and telco resources are much more interesting than free games
Or railway timetables
REF: Moriana / RCL
6. IMS and Web 2.0
This is an opportunity
Figure 46: Why is Web 2.0 a threat to telecoms (CSPs) Moriana IMS and RCS Report 2009
7. Can You Reach This Market?
What can you offer Web 2.0 companies?
8. What is a Mashup?
Blended service
Mixes capabilities to create a new application
Or complement / enhance existing
POI on maps
Click to call in a website
SMS notification from directory enquiries
New forms of communication and collaboration represent an opportunity
9. IMS Service Control
REF: TS 23.002.820 (NB note TISPAN variant)
10. What is an Enabler?
Messaging
Conferencing
Voicemail
SMS
MMS
Fax
MRF
SMSC / GW - SMSC
WAP Gateway
Presence
Call Control
Instant Messaging
Location
Billing
IVR
Online
Offline
11. Enablement Environment
Partners
TSG
REF: Telenor / Gintel AS
12. Abstraction
Remove complexity
Remove knowledge barriers
Reduce entry costs
Simplify, grow
Lots of APIs
TAPI / S.100 / Parlay / JAIN SLEE /C+ +
API theory needs updating
13. GSMA OneAPI
Version 1
Messaging
SMS / MMS
Location
Payment
Version 2

  • Data connection profile (network name and bearer)

14. Click to call 15. Web conferencing 16. Video Quality request 17. Triggering, moreV2, late 2010
18. Which APIs are Important?
Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard The Moriana Group 2010 All Rights Reserved
19. Developer Views
Android delivers an Open Environment for the development community in accordance to my idea of what of Operators must do in the Data arena.
Market reach towards paying customers. Nothing more. The technologies or APIs used are neither here nor there.
Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard The Moriana Group 2010 All Rights Reserved
20. Developer Views
Network capabilities are important for developers but the industry 'noise' on seeking to standardise access to them across operators is frustrating.
There is no need for all operators to expose the same API to these features and the obsession with standards is inhibiting the ability of telecoms networks to compete with Internet networks.
Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard The Moriana Group 2010 All Rights Reserved
21. Developer Views
To demand that operators adopt specific standards before you can deploy your application is a self-defeating approach for both operators and developers.
I have yet to see a single application that genuinely requires all operators to expose the same APIs. There have been SMS and location applications for years that didn't seem to mind different APIs across different operators ... so why require all operators to support OneAPI before they can launch new applications?
Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard The Moriana Group 2010 All Rights Reserved
22. Developer Views
Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard The Moriana Group 2010 All Rights Reserved
23. Operator Views
Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard The Moriana Group 2010 All Rights Reserved
24. One API
Nice, but may be irrelevant
Opportunity cost in delaying provision of APIs to (the right) developers
One API is in its infancy
Developers will use anything if it can generate a return
Its not the specific API per se, but the model...
25. RESTful
Representational State Transfer (REST)
Client / server
Request from client (stateless)
Processed by server (stateful)
Response returned
Based on transfer for representations of resources
Resources are independent of their representations
26. Third Party Access
TPA requires:
Interfaces
Web Services
Capabilities
VoIP, (X)MS, Call Control, Video
Data
Location, Profile, Traffic, Billing
Management
Do CSPs want to do this?
Can they make money from it?
Do they understand key assets that can be leveraged?
27. Third Party Access
Integration to third parties is a key differentiation from our competition and creates stickiness with customers
For residential customers, it is important to offer web services [for TPA] as soon as possible in order to address end user demands
As operators, we lack flexibility to create new services. By offering APIs to third parties, we can leverage on their creativity and flexibility. If successful, we are still in a position to buy their company.
CSPs recognise that they have to extend boundaries to accommodate innovation
Ref: RCL / Moriana RCS Research, 2010, to be published
28. Third Party Access
80% of operators surveyed support TPA
Mixed focus
Small devs for the long tail; larger for enterprises
50% have processes in place to do this
Multiple APIs
May be different for each enabler
Not clear which will be popular
Challenge in enabling across multiple OpCos
Ref: RCL / Moriana RCS Research, 2010, to be published
29. Third Party Access
Technical
Commercial and Organisational
Wide range of APIs, open to all
Service updates, 3rd party service integration, SCE
REST interfaces and good support
Open source
IM / Voice / MSISDN enablers
Playground platform
Test environment
Better processes, better focus
Target companies with existing success to help obtain critical mass
If you build it, they wont just come
Attractive revenue model
Innovation centres, competitions
Corporate understanding of key verticals
30. Telenor MOVE
TSG
Partner
Plug-ins
MOVE
Service
Platform
Call Control
API
Status
API
Customer Service
GUI
Cust Data
API
Dealer
GUI
Reporting
API
End User
GUI

  • Through APIs, partners can be invited to develop services, configure customers, etc.

31. The APIs will also be used by Telenor to provide GUIs towards customer service, dealers, customers, etc.Ref: Telenor
32. CIE Mashup
Mashups
Web 2.0
CIE 2.0 Conferencing
Ref: NetDev Ltd, UK www.netdev.co.uk
33. Mobil Bedrift

  • Status (presence, personal status, login / log out)

34. Conferencing 35. Calls 36. Address BookRef: Gintel, Norway, www.gintel.com / Network Norway, http://www.networknorway.no/Tjenester/Mobilapplikasjon.aspx
37. Others
Twilio
Cloud based voice service
Conferencing
Call Control
SMS
Open source PBX
Range of APIs (HTTP, XML, REST)
Sample code
Web 2.0 momentum and energy
Developer cluster and portal
38. Others
BT Ribbit
Cloud based voice service
Conferencing
Call Control
SMS
Strong vertical focus
Range of APIs (HTTP, XML, REST)
Sample code
Web 2.0 momentum and energy
Developer cluster and portal
39. Conclusion
App stores dont make much money
They are for platforms and branding
Web 2.0 applications will benefit from telco capabilities
But the right enablers need to be exposed
Not just messaging / location, but call control, etc
API doesnt matter; it just has to offer value
No right approach
Dont chase the long tail
Go for niches such as Enterprise / SME which offer better ARPU / AMPU
This is already happening
40. Thank you
guy@redmillcommunications.com
www.redmillcommunications.coom
+44 207 043 5914