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

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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!

Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal9

Current Orange APIs

openid.orange.fr

dev.bubbletop.com

dev.pikeo.com

Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal10

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