James Parton, Twilio, Mashery Business of APIs London 2012

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James Parton

Slides from my Mashery talk in London on 6th November 2012

Why should you care?

Data from Tomi Ahonen, May & September 2012

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

Why should you care?
Telecommunications is a $1 trillion industry

Data from Tomi Ahonen, May & September 2012

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

Why should you care?
Telecommunications is a $1 trillion industry

5.9 billion
people use SMS

x6

x3

x2.5
Data from Tomi Ahonen, May & September 2012

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

Why should you care?
Telecommunications is a $1 trillion industry

5.9 billion
people use SMS vs.
x6
x34,560 faster open rate
x3 x5 open rate
21% higher response rate
x2.5
Data from Tomi Ahonen, May & September 2012

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

INTERNET
Switching

Copper
Tuesday, 6 November 12

WWW
INTERNET
Switching

Copper
Tuesday, 6 November 12

Innovation

WWW
INTERNET
Switching

Copper
Tuesday, 6 November 12

TELECOM
Switching

Copper
Tuesday, 6 November 12

Switching

Copper
Tuesday, 6 November 12

The Communications
Landscape

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

The Communications
Landscape

Landline

Provide landlines
(WiFi)

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

The Communications
Landscape

Landline Mobile

Provide landlines Provide mobile lines
(WiFi) (WiFi)

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

The Communications
Landscape
Over The
Landline Mobile
Top (OTT)

Use other peoples
Provide landlines Provide mobile lines networks to deliver
(WiFi) (WiFi) their services
(Digital Cuckoo!)

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

The Communications
Landscape
Over The
Landline Mobile Cloud
Top (OTT)

Virtualize Telco
Use other peoples
capabilities in the
Provide landlines Provide mobile lines networks to deliver
cloud and directly
(WiFi) (WiFi) their services
connect into
(Digital Cuckoo!)
networks

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

The Communications
Landscape
Legacy
Over The
Landline Mobile Cloud
Top (OTT)

Virtualize Telco
Use other peoples
capabilities in the
Provide landlines Provide mobile lines networks to deliver
cloud and directly
(WiFi) (WiFi) their services
connect into
(Digital Cuckoo!)
networks

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

The Communications
Landscape
Legacy Software
Over The
Landline Mobile Cloud
Top (OTT)

Virtualize Telco
Use other peoples
capabilities in the
Provide landlines Provide mobile lines networks to deliver
cloud and directly
(WiFi) (WiFi) their services
connect into
(Digital Cuckoo!)
networks

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

Why Software is Eating...
Telecommunications

Andreessen photo: http://www.ﬂickr.com/photos/36521958135@N01/2443764501

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

Why Software is Eating...
Telecommunications
• Marc Andreessen was right about software
eating the world, especially when it comes
to Telecommunications...

- The innovation void is being ﬁlled by
software companies, not Telco’s

Andreessen photo: http://www.ﬂickr.com/photos/36521958135@N01/2443764501

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

Communication APIs

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

Communication APIs

Buy a number and have a working app in 5 minutes
Watch this to see proof :)

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

twilio
TELECOM
Switching

Copper
Tuesday, 6 November 12

Innovation

twilio
TELECOM
Switching

Copper
Tuesday, 6 November 12

What can you build?
Contact Centers Two-factor Auth

Workﬂow
Call Tracking Click to Call
Automation

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

...and the weird &
wonderful

Michael Newman
http://bumblephone.com http://ajaxthedog.com
TEDx UCLA

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

Recommend Reading
Alan Quayle
http://www.alanquayle.com

Tomi Ahonen
http://communities-dominate.blogs.com/brands/

Disruptive Wireless
http://disruptivewireless.blogspot.co.uk/

Martin Geddes
http://www.martingeddes.com/

Telco 2.0
http://www.telco2.net/blog/

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

Contact Info

@jamesparton
twilio.com

CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012

Tuesday, 6 November 12

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4. Why should you care? Telecommunications is a $1 trillion industry 5.9 billion people use SMS x6 x3 x2.5 Data from Tomi Ahonen, May & September 2012 CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012 Tuesday, 6 November 12

5. Why should you care? Telecommunications is a $1 trillion industry 5.9 billion people use SMS vs. x6 x34,560 faster open rate x3 x5 open rate 21% higher response rate x2.5 Data from Tomi Ahonen, May & September 2012 CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012 Tuesday, 6 November 12

6. INTERNET Tuesday, 6 November 12

7. INTERNET Copper Tuesday, 6 November 12

8. INTERNET Switching Copper Tuesday, 6 November 12

9. WWW INTERNET Switching Copper Tuesday, 6 November 12

10. Innovation WWW INTERNET Switching Copper Tuesday, 6 November 12

11. TELECOM Tuesday, 6 November 12

12. TELECOM Copper Tuesday, 6 November 12

13. TELECOM Switching Copper Tuesday, 6 November 12

14. Switching Copper Tuesday, 6 November 12

18. The Communications Landscape Over The Landline Mobile Top (OTT) Use other peoples Provide landlines Provide mobile lines networks to deliver (WiFi) (WiFi) their services (Digital Cuckoo!) CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012 Tuesday, 6 November 12

19. The Communications Landscape Over The Landline Mobile Cloud Top (OTT) Virtualize Telco Use other peoples capabilities in the Provide landlines Provide mobile lines networks to deliver cloud and directly (WiFi) (WiFi) their services connect into (Digital Cuckoo!) networks CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012 Tuesday, 6 November 12

20. The Communications Landscape Legacy Over The Landline Mobile Cloud Top (OTT) Virtualize Telco Use other peoples capabilities in the Provide landlines Provide mobile lines networks to deliver cloud and directly (WiFi) (WiFi) their services connect into (Digital Cuckoo!) networks CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012 Tuesday, 6 November 12

21. The Communications Landscape Legacy Software Over The Landline Mobile Cloud Top (OTT) Virtualize Telco Use other peoples capabilities in the Provide landlines Provide mobile lines networks to deliver cloud and directly (WiFi) (WiFi) their services connect into (Digital Cuckoo!) networks CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012 Tuesday, 6 November 12

23. Why Software is Eating... Telecommunications • Marc Andreessen was right about software eating the world, especially when it comes to Telecommunications... - The innovation void is being ﬁlled by software companies, not Telco’s Andreessen photo: http://www.ﬂickr.com/photos/36521958135@N01/2443764501 CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012 Tuesday, 6 November 12

24. Why Software is Eating... Telecommunications • Marc Andreessen was right about software eating the world, especially when it comes to Telecommunications... - The innovation void is being filled by software companies, not Telco’s • So why is it now all about Software? - Software people think web first. This style of thinking is inherently open - Software people think collaboratively - APIs, collaborative working, open source Andreessen photo: http://www.flickr.com/photos/36521958135@N01/2443764501 CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012 Tuesday, 6 November 12

25. Why Software is Eating... Telecommunications • Marc Andreessen was right about software eating the world, especially when it comes to Telecommunications... - The innovation void is being filled by software companies, not Telco’s • So why is it now all about Software? - Software people think web first. This style of thinking is inherently open - Software people think collaboratively - APIs, collaborative working, open source - Software people think about building communities & ecosystems - DOers Andreessen photo: http://www.flickr.com/photos/36521958135@N01/2443764501 CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012 Tuesday, 6 November 12

32. TELECOM Tuesday, 6 November 12

33. TELECOM Copper Tuesday, 6 November 12

34. TELECOM Switching Copper Tuesday, 6 November 12

35. twilio TELECOM Switching Copper Tuesday, 6 November 12

36. Innovation twilio TELECOM Switching Copper Tuesday, 6 November 12

39. Recommend Reading Alan Quayle http://www.alanquayle.com Tomi Ahonen http://communities-dominate.blogs.com/brands/ Disruptive Wireless http://disruptivewireless.blogspot.co.uk/ Martin Geddes http://www.martingeddes.com/ Telco 2.0 http://www.telco2.net/blog/ CONTENTS CONFIDENTIAL & COPYRIGHT © TWILIO INC. 2012 Tuesday, 6 November 12

James Parton, Twilio, Mashery Business of APIs London 2012

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