Presentation of Accelerating Innovation with APIs: Social TV case study at Orange by Nicolas Bry, SVP Orange Innovation, at Telecom APIs.

1. Accelerating Innovation with APIs:
Social TV case study at Orange
api
Nicolas Bry SVP Orange Innovation
Bry, SVP,
Telecom API, 2013restricted - Confidential12, London
Orange November
Orange N Bry– 2013 Nov, 12
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2. Agenda
g

Open innovation and distributed business model

Orange case study

Modular Design Thinking and Governance
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3. Scaling-up y
g p your business with APIs

New revenue streams

Extending reach & usage

New distribution channels

Facilitating partnership
g

Graduated opening
APIs domino effect is its
killer app
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4. Don’t miss the API train

10,000 partners and $2 billion revenue per year at Expedia
Affiliate Net ork
Network

Salesforce founded on API providing Cloud CRM services

20,000 developers use Netflix API, 800+ devices stream
Netflix content

Facebook Connect API has standardized credentials
credentials,
creating a universal ID for the digital world

Amazon Web Se ces ge e ated m$750 in 2011
a o
eb Services generated $ 50
0

30 minutes to share resources through internal Comcast API
compared to months in the past

AT&T offering 79 APIs to third parties
Source: FaberNovel, 6 Reasons Why APIs Are Reshaping Your Business, November 2012
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5. Open innovation means assembling a
p
g
global jigsaw

Cooperation principles are powerful, but demanding
– Trust, networking culture, time & commitment

APIs open ocean of possibilities
– Letting other take control,
control
and create value (disjunction)
– Loose coupling
– Concurrent connections & Reuse
– Cross functional enhancement
APIs are explicit
knowledge on the shelf
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6. Internet of Things relies on the success
g
of its APIs

Connected objects track & record data

API expose data, allowing 1/3 party
developers to craft apps leveraging
data

Creative apps extend connected
objects’ value

Your ‘intelligent thing’ doesn’t have to
intelligent thing doesn t
be so smart
API is lik using other people’s
i like i
th
l ’
wheels to get you moving
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7. From Modular Design to creative API
g

‘Modularity in the Design of Complex Systems’ (Baldwin and
Clark)
– Top Down breakdown of complex projects into separate modules

Moving f
from passive to active components
– Bottom Up organic APIs, providing a ‘toolbox for design’

APIs Ecosystem
– Activating the intelligence of the many
– Business API-ification
API ification
When every business is
an API, new businesses
form instantly by linking
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8. Agenda
g

Open innovation and distributed business model

Orange case study

Modular Design Thinking and Governance
Orange N Bry– 2013 Nov, 12
Orange restricted - Confidential
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9. Social TV in France

Popular shows over 100k tweets  up to 1 45m Tweets
1,45m

User benefits: storytelling, instant validation, listening, interacting

Official Hashtags, presenters Li T
Offi i l H ht
t
Live Tweeting, T
ti
Tweets curation
t
ti

2ndscreen apps
– TF1 Connect, M6 C
C
M6, Canal+ F
l Foot
– Devant La Télé, TV Tweet
– Programme TV d’Orange & TV Check

Business impacts
– Ratings, marketing, production,
sync ad &
d &m-commerce
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10. Functional focus: ‘filtering’
g


Facilitating content
discovery and interaction

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Making comprehensible
social buzz
Enhancing content value +
promoting programmes +
embracing new behaviour =
customer loyalty
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11. Moving fast through an API
g
g
API + Curation console

Multiple parallel roll-out

No app installation

Buzz in familiar enduser environment

Over multiple screens
Modular design is the secret!
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12. 10 Orange services connected in less
g
than a year

Social TV

Sports

Movies

VoD

Video Games
http://studio.stupeflix.com/v/GQfRwEOuqX/
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13. Next challenge: Orange Toolbox for
g
g
African Mobile Entrepreneurs

Drilling access to Orange
capabilities to support Mobile
Entrepreneurs
1. Core Network APIs
2. Regional APIs
3. Open Data APIs

Connected once, reach
everywhere
Nurturing an innovation ecosystem with Orange
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network assets
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14. On a broader scope, Orange Partner
p ,
g
presents renewed API portfolio for 2014

build relationships with the right Orange
contacts for developers and start-ups

access Orange APIs, encouraging service
innovation and usage increase

the route to Orange promotion channels
channels,
pushing your content to our customers

collaboration and knowledge sharing to
accelerate service creation

coach start-ups and facilitate investment
with Iris Capital in Europe
join our community www orangepartner com
www.orangepartner.com
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15. Agenda
g

Open innovation and distributed business model

Leveraging APIs internally

Modular Design Thinking and Governance
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16. Modular Design Thinking: ‘designing
g
g
g g
with’, rather than ‘designing for’

Meaning
– Enticing belief

Target
– Power of sameness
– Make it hard to misuse
– Be your own customer

Evolutivity
y
– Start with MVP, ensure room
for extensibility

Scalability
S l bilit

Community
– API staging (data viz), ‘killer demon-app’, interaction, hackaton
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17. Systemic governance
y
g

Innovation team

Portfolio management
– Open Source
modularization and distribution

Amazon, plowing it since 2002
– “All teams will henceforth expose their data and functionality
through service interfaces (API)

Time for innovators to step in, and for marketers to think in
terms of API
t
f
APIs based
APIs-based system drives to growth at lightening speed
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18. Thank you!
y
www.RapidInnovation.fr
Orange N Bry– 2013 Nov, 12
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@NicoBry
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