SDP Global Summit 2012 Highlights

SDP Global Summit

11th-14th September 2012

www.alanquayle.com/blog

© 2011 Alan Quayle Business and Service Development

Structure

• Telecom Italia: Quantifying the Volume of API Transactions

• Telecom Portugal: API Maturity Model

• Telefonica: Partner for Cloud Services

• Bouygues: Using the service broker to make telephony service innovation

affordable

• Mobily: API innovation

• Tunisiana: Practical Business Analytics

• Telefonica: Making payment services work

• Vodafone: Delivering services or APIs – its both

The Telecom Italia presentation provided and excellent summary of API success with great quantified examples, overall the total transactions per month is close to 1B

The drive for TI’s API program came from the need to work more effectively with partners, the project started in 2008.

The APIs cover a broad set of capabilities, many of which are not covered in the standards. APIs include many IT related capabilities in provisioning customers.

This clearly demonstrates to focus on internal and partner applications of service exposure NOT the long tail, though they do not exclude the long tail.

This and the following 3 slides provide quantified examples of the volume of traffic going over their API platform. Most of these transactions are associated with revenue earning

events, not simply service usage (as in the case of cloud API transactions).

Clear demonstration on the maturity of APIs as processes are put in place to manage the API creation process.

Many of the next steps are focused on process improvement, not just additional APIs.

Great example of how an operator can build the platform themselves using off the shelf IT components, and frank review of where to focus with APIs

SDP supports existing business (meo, tmn and sapo), partners, and long tail developers. Heterogeneous development environment.

Example of how the News Stand API can be used across all PT platforms.

Step One: Focus internally with APIs

Step Two: Focus on existing partners

Step Three: Then as a last step explore the long tail

This is a key slide, internal focus requires the least effort for the best returns.

Mature processes around API lifecycle management

Based on standards where appropriate for reuse, but not limited by standards

Great use case on the importance of partnering for cloud services

Telefonica is taking a partnering approach, and this can be seen in the usability of the services offered compare to some operators that have built it themselves

Telefonica have a focus on partnering – delivering what customers want and time to market

Telefonica have a focus on partnering – delivering what customers want and time to market

Example of how Telefonica use Salesforce.com and Joyent to deliver a world-class IaaS

Example of how Telefonica use Salesforce.com and Joyent to deliver a world-class IaaS

Telefonica have focused on the local channel development – it provides both a barrier and reason for partners to work with Telefonica

Telefonica have focused on the local channel development – it provides both a barrier and reason for partners to work with Telefonica

Bundling provides a sustainable barrier, while channel development brings in the partners

Example of Telefonica’s IaaS service

Example of Telefonica’s IaaS service

Example of Telefonica’s IaaS service

Example of Telefonica’s IaaS service

Channels and Bundles mean Telcos can have a role in the cloud services market

Great example on the application of the Service Broker

Problem: IMS ignores the web world and has integration issues with legacy IN

Problem: NGN ignores the web world and has integration issues with IMS

Problem: Common to many telcos their core service of telephony is trapped in a number of silos

Solution: Implemented the OpenCloud Service Broker to solve the silo problems

Solution: So a new service only requires a few $K to implement not $millions

Innovation on the core platform across IMS and NGN is possible and doesn’t have to be expensive

Great Case Study on Service Innovation in the Middle East

Focus is working with partners

Use recommendation engine to promote content and services

Today API use focused on SMS with partners – expect diversity of APIs to grow

Focus on unique assets of operator with partners RBT: Ring Back Tone, MCN: Missed Call Notification, ICS: In Call Streaming

98% Prepaid, just launched 3G, using SDP to increase revenue through recommendations

Focus on making it easy for customers to discover services

Example of landing page experience – promoting relevant bundles to increase revenue, e.g. Facebook package (internet access limited to FB)

SDP projects should be focused, quick and successful!

Anyone can go online to experience the landing page

Excellent review of the challenges and opportunities in mobile payments

Fee is high and application is currently limited

This is the critical balance and operators can use their brand, secure network, and trusted existing partners to deliver a world class experience

Key implementation points to achieve world-class experience

Michel highlighted a key point is it services or APIs? The answer is both!

One of the few operators to highlight Twilio’s disruption to Telecom APIs

There’s lots of public APIs and this is only the beginning

Operator’s role varies

Operator’s role varies

Comparing to the Web, the number of APIs is a tiny fraction of what it will become. We are only at the start of the beginning of the impact APIs will have to all businesses. N.B. an API

can be thought of as a machine readable webpage.