Asha Velliakal presented this at "The Business of APIs" conference on October 15, 2007.

1. Open APIs: A Telco’s
Perspective
Asha Vellaikal
Orange Labs

2. agenda
1 Why are Telco’s opening APIs?
2 What APIs does a Telco offer?
3 Telco API programs (current and near future)
Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal
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3. Telcos are not exactly open ….
traditionally vertically integrated

Generally conservative, especially on the operational side.

More focused on internal product innovation

Target mass market services, not niche-oriented.

Business processes not conducive for small partners.

Existing “APIs” or platforms are

– very complex (IMS, SDP, ParlayX)
– don’t have clearly defined biz-models.
Some successful platforms, such as premium SMS

Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal
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4. Telcos have to evolve ….
Threat to core business model from various angles

Customer expectations are changing

Lots of strategic assets are heavily underutilized - such as

distribution channels, customer relationships and so on.
92% of telco insiders – “strategic re-think of role of telco”

(recent survey by STL)
Telco 2.0: Redefining the telco business model
Enabling platform for 3rd party services is a key component of

Telco 2.0
Telco 2.0 is a TM of STL
Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal
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5. Telco APIs: Optimistic & Pessimistic views
Pros Cons
Extend and diversify the reach Can the additional value created
 
of telco services, thereby compensate for the declining
increasing revenue. ARPU?
Telcos can focus on what they Further commoditizing key
 
do best and leave product assets of the telco?
innovation to 3rd parties.
Who owns customer service?

Extend the telco brand.

Technical worries such as

Re-position as a platform player compromising security of the

in the long run. network.
Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal
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6. What APIs can a Telco offer?
Communication
Voice Call
Telco API
Conf Call
SMS / MMS
WAP Push
Payment
Carrier Billing
Network
Prioritized Traffic
Info on BW
Content
Ringtones
Ringback
Identity
Context
Video User Data
Authentication
Location
Mobile Addressbook SSO
Presence
Usage
Profile
Calendar
Device capabilities
Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal
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7. Wholesale / Aggregator Model
Telco API
Aggregator 1
e.g. 7p to 10p per location request.
Minimum usage fees per operator. A
(normalize across
Expensive. Telcos)
Aggregator 2
Telco API
Maps, landmarks, zip code etc.
(additional value, B
e.g. more context)
Aggregator 3
Mobile GPS
Telco API
Widgets (innovation on top
C
of telco apis)
Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal
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8. Direct Telco APIs
Commercial
R&D / Experimental
In Preparation /
Consideration
Many!
Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal
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9. Current Orange APIs
dev.bubbletop.com
openid.orange.fr dev.pikeo.com
Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal
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10. Telcos must also leverage their
developer programs
Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal
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11. Conclusion
Telcos have been traditionally closed, but are slowly starting

to open up.
There are still unresolved questions as to whether a platform

approach will solve telco business model issues.
Telcos have a lot of APIs to offer.

Would like to see more innovation from the Telco API

aggregator companies.
Telco API Developer Programs are starting to look like those

of Internet companies.
Opening APIs: A Telco Perspective – Orange Labs - Asha Vellaikal
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12. http://orangepartner.com
http://dev.pikeo.com
http://dev.bubbletop.com
http://openid.orange.fr
thank you
asha.vellaikal@orange-ftgroup.com
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in this material are trade marks of Orange Personal Communications Services Limited.
© Orange Personal Communications Services Limited.