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Bridging the Innovation / Ecosystem Gap, Shango, Evin Hunt, TADSummit 12-13 November 2014 Istanbul Turkey
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Bridging the Innovation GapShifting from Utility to UX, leveraging the
Telephone Number
Evin HuntCTO
© 2014 Shango, Proprietary
Ecosystem
The Largest Social Platform?
• The global Telco Network (ok, network, not platform)
– Over 6.8 billion mobile subscribers (ITU, end of 2013)
• And the most valuable subscriber identifier?– The Telephone Number… why?
© 2014 Shango, Proprietary2
Twitter Digits (release 22-Oct-2014)• Provides auth via TN to all Developers FREE• Abstracts TNs from carriers• Ubiquity of TN with all 3rd Parties!
Owned by the Operator, monetized by many!
Device Ecosystems: Almost There
© 2014 Shango, Proprietary3
Google Hangouts
Hangouts 1.3
Hangouts 2.0
communication apps
Cross messaging platform • iMessage• FaceTime• Apple Contiuity• Apple SIM
…and window stickers
What’s your strategy? -- zero-rating data, and app store operator billing aren’t enough!
What is the next killer app?• There isn’t one!
“People don’t know what they want until they see it” – Steve Jobs I’ll add -- “or until their friends are using it”
• Shift your subscribers’ view of you from a Utility to an Experience– It’s not as much about attracting developers, it’s more about remaining
relevant to your subscribers– Offering “me-too” competitive products is not what your subscribers
want -- They want choice and flexibility– 50% of subscribers surveyed in the UK are willing to pay up to £10
additional per month to connect their favorite online services and apps with their texting and calling
© 2014 Shango, Proprietary4
The Ecosystem
© 2014 Shango, Proprietary5
Operators need to leverage their assets - subscriber bases, network capabilities - to extend to emerging innovative plays
Third party players are seeking more aggressive ways to monetize their business models – we expect disruption to accelerate
MVNOs and late-entrant operators are partnering with third parties for bundled offers further commoditizing telco value pools
There will be fewer but better apps integrated with other services
There is still a long-tail of potential service partners who are willing to work with operators on relatively favorable terms
Given their scale, large OTT players have the ability to launch fully competitive offerings (next slide)
Make My Number ProductivePut it to work for me, make it actionable
© 2014 Shango, Proprietary6
Text with my number from anywhere
Send a copy of my texts to the cloud
Send photos in my texts to the cloud
Let me choose my voicemail service
Present a voice menu to callers
Share my location with family
Actions my number can do My choice
Example Subscriber Interface
© 2014 Shango, Proprietary7
Shango Market Focus
© 2014 Shango, Proprietary8
Operators &
Subscribers
Service Partners
Become its single, trusted, secure face to 3rd party services
for integration & execution
Permits services to reach over 7 billion
phone numbers globally with a
single integration
Shango Value Proposition
© 2014 Shango, Proprietary9
Simplified Integration
Rich Service
Creation
Securely shift integration of 3rd
party services from individual effort to
a many-to-1 platform
Take innovative 3rd party services and link them to carrier
networks via the phone number
Onboard Once, Globally Available
© 2014 Shango, Proprietary10
Shango platform
Operator
OTT Services
Global service onboards
Single operator integration
Smart Carrier reach
Shango in the Real World
• Currently piloting in 12 countries with several operators (Group and OpCo levels)
• Consumer Pilot Scenario– Shango Actions provides consumers the ability to invoke
3rd party apps via subscriber interface– Current pilots are MNOs
• Enterprise Pilot Scenario– Shango Actions provides integration into productivity
suites, invoked by network based triggers– Pilots scheduled with MNO, MVNO, and VoIP providers
© 2014 Shango, Proprietary11
Key Points
• The Number is still relevant!– Not going away anytime soon… sorry!– It becomes a productivity suite
• The Operator can’t be reactive• The Service Partner ecosystem should be
farmed from multiple platforms– Providing product teams the ability to pilot
without involving technology teams
© 2014 Shango, Proprietary12
Thank You!
© 2014 Shango, Proprietary
Evin Hunt, CTO
ehunt@shango.com@evinh
http://shango.com
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