Telco Innovation with APIs - Need for speed (Webcast)
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Telco Innovation with APIs - Need for speed (Webcast)
- 1. Telco Innovation with APIs: Need for Speed David Andrzejek @davidandrz Bala Kasiviswanathan @balak Brian Pagano Apigee @brianpagano @apigee
- 5. David Andrzejek Bala Kasiviswanathan Brian Pagano @davidandrz @BalaK @brianpagano
- 6. What does today’s marketplace look like for telcos and for consumers?
- 7. Changing Infrastructure Shift from voice enabling networks to IP networks http://www.greater-boston.com/images/voip1.gif
- 8. Consumers are finding a new way of business and social interactions Lot of disrupters in the marketplace
- 9. But . . . Continued regulation
- 10. How has the playing field changed for telcos based on business and technology trends?
- 11. Booming mobile economy Huge shift to mobile. Mobile subscriptions are on upswing, consumers moving to smartphones. More smartphones drives purchase of data plans.
- 12. Rise of the app Internet
- 13. Services will be consumed as apps Consumers developing new habits App Store Growth 2008-2011 600 12 500 10 Apps Available Thousands Total App Downloads 400 8 Billions 300 6 200 4 100 2 0 0
- 14. Apps are fed by APIs
- 15. Apps get their functionality from APIs Every service you ship needs to be an API and an app
- 17. Innovation happens outside Make services easy & accessible via an API Support innovation Treat developers as channel partners
- 18. It’s a global marketplace
- 19. It’s a global marketplace Internet players compete globally - you should too Present largest addressable market - interoperate Build apps that can be used by anybody On any network
- 20. Competition is not other telecoms
- 21. Competition is not other telecoms Global Network Execute like a technology company Think like a Web company – Facebook, Amazon, Twitter, Skype Apps Devices
- 22. Competition is not other telecoms Small agile nuclear teams- 2 pizza box teams Mix skills hackers, developers, designers, operator infrastructure people Employ a fail fast approach and Iterate, iterate, iterate
- 23. Marketplace disruptors have advantages. Do telcos?
- 24. Marketplace disruptors have advantages. Do telcos? Retail Stores & Resellers Billing relationship with Subscribers Marketing and communication muscle Telcos reach into large enterprises
- 25. A similar approach for consumer and enterprise business Enterprise customers and developers equally important Rethink the approach when selling into these enterprises
- 27. Measuring success Have clarity around business goals & value proposition of your API – new line of business, innovation, revenue . . . Have a scorecard – clarity around PRIMARY measure of success adoption stickiness monetization distribution ...
- 28. Wrapping up
- 29. Wrapping up Every product is an app built on an API Be easy to work with Your market is global Adopt agile techniques of Internet companies Leverage your strengths
- 30. THANK YOU David Andrzejek @davidandrz Bala Kasiviswanathan @balak Brian Pagano @brianpagano
Editor's Notes
- Creative Commons Attribution-Share Alike 3.0 United States License
- Big, heavily used IP network- LTE, 4G etc.Breakthrough innovation around communication & sharing (over-the-top (OTT)) services Skype, Google Voice. Google Hangouts, Facetime, video chat (1:1/1:many), iMessage, Whatsapp etc.
- Image http://flowtv.org/2009/10/regulation-is-boringbecky-lentz-mcgill-university/Innovation happening on top – infrastructure especially for telcos continues to be regulated. Most telecom companies are government spin-outs e.g. Regulations on financial transactions
- Techtonic move like shift to web- netscape 1995 17yrs agoApple has transformed from a computer company to a mobile company~1B smartphone subs but >6B mobile phone usersMobile internet traffic has gone from 1% to 10%ATT earnings…. Revenue up 8.5%, smartphone penetration went from 50-62%, wireless data up 19% (1B), less than 1% churn
- every service that carriers offer is being ‘appized’. There areapps for voice calls (skype, vibber, Voxer), messaging (iMessage, Whatsapp, etc),navigation (google maps, etc). new growth areas that operators have made massiveinvestments in, like video, have apps like Netflix, boxie, youtube, etc).
- 1) Make your services easy & accessible via an API (0-60 experience)2) Support innovation (foundry, innovation programs, incubators, etc)3) Treat developers as channel partners to sell through
- Make your services easy & accessible via an API (0-60 experience)Think of API as a product for developers2) Support innovation (foundry, innovation programs, incubators, etc)3) Treat developers as channel partners to sell through
- Internet Competitors compete globally you should tooInteroperate with other carriersBuild apps that can have Leverage Telco reach and presence Real & physical presence, lots of countries, lots of stores, large number subscribersThink beyond captive subscriber baseLeverage existing commerce infrastructureCustomers have existing commercial interactions with telcos
- TU Me great exampleATT Speech Recognition great example Leverage Telco reach and presence Real & physical presence, lots of countries, lots of stores, large number subscribersThink beyond captive subscriber baseLeverage existing commerce infrastructureCustomers have existing commercial interactions with telcos
- Think like a Web company – Facebook, Amazon, Twitter, SkypeThink of your API as your product- product teams need to have API expertise address the needs of your customers – developersSmall agile nuclear teams- 2 pizza box teamsMix skills hackers, developers, designers, operatorinfrastructure peopleEmploy a fail fast approach and Iterate, iterate, iterate
- Think like a Web company – Facebook, Amazon, Twitter, SkypeSmall agile nuclear teams- 2 pizza box teamsMix skills hackers, developers, designers, operatorinfrastructure peopleEmploy a fail fast approach and Iterate, iterate, iterate
- Think like a Web company – Facebook, Amazon, Twitter, SkypeThink of your API as your product- product teams need to have API expertise address the needs of your customers – developersSmall agile nuclear teams- 2 pizza box teamsMix skills hackers, developers, designers, operatorinfrastructure peopleEmploy a fail fast approach and Iterate, iterate, iterate
- Strengths: Brick and mortar storesSubscriber base billing Print/ad campaigns
- Strengths: Brick and mortar storesSubscriber base billing Print/ad campaigns
- Disruptions in enterprise space – e.g. messaging biz with enterprises – Hosting cloud – amazon, azure, etcBetter cloud apis for exampletelcos as a cloudTrusted service provider for lots of enterprise customersof all sizesSignificant sales force reach and relationships with enterprise customersEnt getting faster and faster by leveraging their apis – should telcos apply same lessons
- Disruptions in enterprise space – e.g. messaging biz with enterprises – Hosting cloud – amazon, azure, etcBetter cloud apis for exampletelcos as a cloudTrusted service provider for lots of enterprise customersof all sizesSignificant sales force reach and relationships with enterprise customers
- Disruptions in enterprise space – e.g. messaging biz with enterprises – Hosting cloud – amazon, azure, etcBetter cloud apis for exampletelcos as a cloudTrusted service provider for lots of enterprise customersof all sizesSignificant sales force reach and relationships with enterprise customers