Light Reading Webinar on Developer Community Management and Service Provider Brand Strategies

1. Expanding Service Provider Capabilities and Brand with Application Enablement Moderator: Jim Hodges, Senior Analyst, Heavy Reading Speaker: Jeffrey Cortley, VP Solutions and Product Management, Alcatel-Lucent December 14, 2010

4. From browsing to APIs “ It took 8 years to get to 1000 APIs, but only 18 months to get to 2000 APIs.” “ 2010 has a 2x increase in new APIs per month over last year.” John Musser, Founder ProgrammableWeb

5. The real opportunity: growing your Brand Residential video Mobile consumers Enterprise consumers Consumer Broadband and PSTN | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 Video 9% Broadband 9% Business Services 15% PSTN 20% Mobile data, messaging, and voice 48% Total telecommunications revenue USD 1.8 trillion Source: Analysys Mason, 2009

8. ACP market research shows developers see value in service provider assets. Well-defined set of enablers can expose value Sources: Heavy Reading, Shenkan & Associates, Alcatel-Lucent primary market research and analysis Communication Content Context Control Platform enablers | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 Valued Network assets Billing and charging for services Per application/per subscriber QoS guaranteed Security tools and services Subscriber authentication and authorization Real-time subscriber network and bandwidth information Developers’ willingness to pay Subscriber preferences (profiling) Subscriber location QoS More bandwidth Top ACP concerns Bandwidth availability QoS / reliability Subscriber data profiling Identity management Scalability

10. Strategy is driven by the end user needs Service Provider Network Assets and Services Authenticate Subscriber Get Subscriber ID Debit subscriber acct Get subscriber location Get subscriber friend list Add subscriber friend Get Bytes transmitted Reset Bytes transmitted Get flow QoS Set flow QoS Send flow data Send subscriber asset Publish subscriber asset Delete subscriber asset Get subscriber catalog … Atomic APIs Platform Enabler APIs QoS APIs Comm APIS Context APIs Content APIs … … … … … M2M APIs | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 Use cases and implementation End users

13. Use Cases

15. Personalization, Payment, & Identify (know your customer) Trusted Content Delivery (deliver the right content to the user) context content accelerate innovation through a multi-vendor, device agnostic environment which provides easy to use web interfaces and a policy framework to apply rules to specific users or applications Massive Real-time Multimedia (manage quality of service) Immersive Media & communication (make communicating fun & easy) control communication Application Enablement Platform Enablers provide the right framework

21. Summary

22. Transforming your business through application enablement: Enhance, Extend, Expand | Expanding Service Provider Capabilities and Brand with Application Enablement | December 2010 ARPU today Existing “ franchise” Services ARPU tomorrow Create New Revenue Streams by Exposing Network APIs with new unbranded services New paths to revenue Create New Services by Combining Network Enablers with OTT Apps to create branded new (mashed-up) services Exploit Web 2.0 to Extend Traditional Telecom with extended and enhanced “franchise” services Operationalize your strategy Innovation System Developer Engagement Cloud/SaaS Delivery Branded Packaging Generic “ spackle” Fill the pipeline Build the ecosystem (1+1=3) Play to your strengths Hedge your bets

23. Alcatel-Lucent can help you with your API strategy API Management – Open API Platform API Provider Prototyping Developer Publishing Content Streaming Call Control & Routing Interactive Voice and Video Media Rich Messaging Customer Engagement Location Subscriber Data Monetization Advertising & Offers Payments & Charging Content Distribution Converged Policy Framework Automatic Application Identification Massively Scalable QoS Optimized Video Delivery Data & Services – Open API Enablers API Exposure Device Abstraction Business Presence Network Abstraction Open API Service API Directory & Developer Resources