1.

2.
Web 2.0<br />REF: Wikipedia<br />

3.
What is Web 2.0?<br />Collaboration, interactivity, shared information<br />Client / server<br />App stores vs applications that leverage telco capabilities<br />Communications enablers<br />Where is the money?<br />http://tinyurl.com/157appstats<br />

4.
App Stores?<br />How much money does 1 billion app downloads generate?<br />Not That Much! <br />Ratio of free to paid apps:<br /> 1:15 and 1:40, <br />The mean price for paid apps $2.65. <br />Apple’s 30%, puts their share at $20-45 million per billion downloads<br />REF: Moriana / RCL<br />

5.
Communications: Mobile voice<br />In 2009, Voice together with SMS, <br />85% of the world's $800 billion per year mobile services market<br />Where is the money for telcos?<br />Services that leverage voice and telco resources are much more interesting than free games <br />Or railway timetables<br />REF: Moriana / RCL<br />

6.
IMS and Web 2.0<br />This is an opportunity<br />Figure 46: Why is Web 2.0 a threat to telecoms (CSPs) © Moriana IMS and RCS Report 2009<br />

7.
Can You Reach This Market?<br />What can you offer Web 2.0 companies?<br />

8.
What is a Mashup?<br />Blended service<br />Mixes capabilities to create a new application<br />Or complement / enhance existing<br />POI on maps<br />Click to call in a website<br />SMS notification from directory enquiries<br />New forms of communication and collaboration represent an opportunity<br />

9.
IMS Service Control<br />REF: TS 23.002.820 (NB – note TISPAN variant)<br />

10.
What is an Enabler?<br />Messaging<br />Conferencing<br />Voicemail<br />SMS<br />MMS<br />Fax<br />MRF<br />SMSC / GW - SMSC<br />WAP Gateway<br />Presence<br />Call Control<br />Instant Messaging<br />Location<br />Billing<br />IVR<br />Online<br />Offline<br />

11.
Enablement Environment<br />Partners<br />TSG<br />REF: Telenor / Gintel AS<br />

12.
Abstraction<br />Remove complexity<br />Remove knowledge barriers<br />Reduce entry costs<br />Simplify, grow<br />Lots of APIs<br />TAPI / S.100 / Parlay / JAIN SLEE /C+ +<br />API theory needs updating<br />

13.
GSMA OneAPI<br />Version 1<br />Messaging<br />SMS / MMS<br />Location<br />Payment<br />Version 2<br /><ul><li>Data connection profile (network name and bearer)

14.
Click to call

15.
Web conferencing

16.
Video Quality request

17.
Triggering, more</li></ul>V2, late 2010<br />

18.
Which APIs are Important?<br />Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard © The Moriana Group 2010 All Rights Reserved<br />

19.
Developer Views<br />“ Android delivers an Open Environment for the development community in accordance to my idea of what of Operators must do in the Data arena.” <br />“ Market reach towards paying customers. Nothing more. The technologies or APIs used are neither here nor there.” <br />Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard © The Moriana Group 2010 All Rights Reserved<br />

20.
Developer Views<br />“ Network capabilities are important for developers but the industry 'noise' on seeking to standardise access to them across operators is frustrating. <br />“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.” <br />Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard © The Moriana Group 2010 All Rights Reserved<br />

21.
Developer Views<br />“To demand that operators adopt specific standards before you can deploy your application is a self-defeating approach for both operators and developers. <br />“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?” <br />Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard © The Moriana Group 2010 All Rights Reserved<br />

22.
Developer Views<br />Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard © The Moriana Group 2010 All Rights Reserved<br />

23.
Operator Views<br />Source: Moriana/Informa Operator Developer Relationship Survey. Research by The Moriana Group. Commissioned by Hewlett Packard © The Moriana Group 2010 All Rights Reserved<br />

24.
One API<br />Nice, but may be irrelevant<br />Opportunity cost in delaying provision of APIs to (the right) developers <br />One API is in its infancy<br />Developers will use anything if it can generate a return<br />It’s not the specific API per se, but the model...<br />

25.
RESTful<br />Representational State Transfer (REST)<br />Client / server<br />Request from client (stateless)<br />Processed by server (stateful)<br />Response returned<br />Based on transfer for representations of resources<br />Resources are independent of their representations<br />

26.
Third Party Access<br />TPA requires:<br />Interfaces<br />Web Services<br />Capabilities<br />VoIP, (X)MS, Call Control, Video<br />Data<br />Location, Profile, Traffic, Billing<br />Management<br />Do CSPs want to do this?<br />Can they make money from it?<br />Do they understand key assets that can be leveraged?<br />

27.
Third Party Access<br />“Integration to third parties is a key differentiation from our competition and creates stickiness with customers”<br />“For residential customers, it is important to offer web services [for TPA] as soon as possible in order to address end user demands”<br />“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.”<br />CSPs recognise that they have to extend boundaries to accommodate innovation<br />Ref: RCL / Moriana RCS Research, 2010, to be published<br />

28.
Third Party Access<br />80% of operators surveyed support TPA<br />Mixed focus<br />Small devs for the long tail; larger for enterprises<br />50% have processes in place to do this<br />Multiple APIs<br />May be different for each enabler<br />Not clear which will be popular<br />Challenge in enabling across multiple OpCos<br />Ref: RCL / Moriana RCS Research, 2010, to be published<br />

29.
Third Party Access<br />Technical<br />Commercial and Organisational<br />Wide range of APIs, open to all<br />Service updates, 3rd party service integration, SCE<br />REST interfaces and good support<br />Open source<br />IM / Voice / MSISDN enablers<br />Playground platform<br />Test environment<br />Better processes, better focus<br />Target companies with existing success to help obtain critical mass<br />If you build it, they won’t just come<br />Attractive revenue model<br />Innovation centres, competitions<br />Corporate understanding of key verticals<br />

30.
Telenor MOVE<br />TSG<br />Partner<br />Plug-ins<br />MOVE<br />Service<br />Platform<br />Call Control<br />API<br />Status<br />API<br />Customer Service<br />GUI<br />Cust Data<br />API<br />Dealer<br />GUI<br />Reporting<br />API<br />End User<br />GUI<br /><ul><li>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.</li></ul>Ref: Telenor<br />

32.
CIE Mashup<br />Mashups<br />Web 2.0<br />CIE 2.0 Conferencing<br />Ref: NetDev Ltd, UK www.netdev.co.uk<br />

33.
Mobil Bedrift<br /><ul><li>Status (presence, personal status, login / log out)

34.
Conferencing

35.
Calls

36.
Address Book</li></ul>Ref: Gintel, Norway, www.gintel.com / Network Norway, http://www.networknorway.no/Tjenester/Mobilapplikasjon.aspx<br />

37.
Others<br />Twilio<br />Cloud based voice service<br />Conferencing<br />Call Control<br />SMS<br />Open source PBX<br />Range of APIs (HTTP, XML, REST)<br />Sample code<br />Web 2.0 momentum and energy<br />Developer cluster and portal<br />

38.
Others<br />BT Ribbit<br />Cloud based voice service<br />Conferencing<br />Call Control<br />SMS<br />Strong vertical focus<br />Range of APIs (HTTP, XML, REST)<br />Sample code<br />Web 2.0 momentum and energy<br />Developer cluster and portal<br />

39.
Conclusion<br />App stores don’t make much money<br />They are for platforms and branding<br />Web 2.0 applications will benefit from telco capabilities<br />But the right enablers need to be exposed<br />Not just messaging / location, but call control, etc<br />API doesn’t matter; it just has to offer value<br />No right approach<br />Don’t chase the long tail <br />Go for niches such as Enterprise / SME which offer better ARPU / AMPU<br />This is already happening<br />

40.
Thank you<br />guy@redmillcommunications.com<br />www.redmillcommunications.coom<br />+44 207 043 5914<br />