accelerating innovation with apis: social tv case study at orange

Accelerating Innovation with APIs:Social TV case study at OrangeSocial TV case study at Orange

apiapi

Nicolas Bry SVP Orange Innovation

1Orange restricted - ConfidentialOrange N Bry– 2013 Nov, 12

Nicolas Bry, SVP, Orange Innovation

Telecom API, 2013 November 12, London

Agendag

Open innovation and distributed business model

Orange case studyOrange case study

Modular Design Thinking and Governance


Scaling-up your business with APIsg p y

New revenue streams

Extending reach & usage

New distribution channels

Facilitating partnershipg

Graduated opening

APIs domino effect is its killer appkiller app


Don’t miss the API train

10,000 partners and $2 billion revenue per year at Expedia Affiliate Net orkAffiliate Network

Salesforce founded on API providing Cloud CRM services

20,000 developers use Netflix API, 800+ devices stream Netflix content

Facebook Connect API has standardized credentials Facebook Connect API has standardized credentials, creating a universal ID for the digital world

Amazon Web Services generated m$750 in 2011a o eb Se ces ge e ated $ 50 0

30 minutes to share resources through internal Comcast API compared to months in the past

AT&T offering 79 APIs to third parties


Source: FaberNovel, 6 Reasons Why APIs Are Reshaping Your Business, November 2012

Open innovation means assembling a p gglobal jigsaw

Cooperation principles are powerful, but demanding

– Trust, networking culture, time & commitment

APIs open ocean of possibilities

Letting other take control– Letting other take control,and create value (disjunction)

– Loose coupling– Concurrent connections & Reuse– Cross functional enhancement

APIs are explicit knowledge on the shelf


Internet of Things relies on the success gof its APIs

Connected objects track & record data

API expose data, allowing 1/3 party developers to craft apps leveraging data

Creative apps extend connected Creative apps extend connected objects’ value

Your ‘intelligent thing’ doesn’t have toYour intelligent thing doesn t have to be so smart

API i lik i th l ’API is like using other people’s wheels to get you moving


From Modular Design to creative APIg

‘Modularity in the Design of Complex Systems’ (Baldwin and Clark)

– Top Down breakdown of complex projects into separate modulesf Moving from passive to active components

– Bottom Up organic APIs, providing a ‘toolbox for design’APIs Ecosystem APIs Ecosystem

– Activating the intelligence of the many– Business API-ificationBusiness API ification

When every business is an API, new businesses form instantly by linking


Agendag


Orange case studyOrange case study



Social TV in France

Popular shows over 100k tweets up to 1 45m Tweets Popular shows over 100k tweets up to 1,45m Tweets

User benefits: storytelling, instant validation, listening, interacting

Offi i l H ht t Li T ti T t ti Official Hashtags, presenters Live Tweeting, Tweets curation

2ndscreen appsTF1 C M6 C l F– TF1 Connect, M6, Canal+ Foot

– Devant La Télé, TV Tweet– Programme TV d’Orange & TV Check

Business impacts

– Ratings, marketing, production,d &sync ad &m-commerce


Functional focus: ‘filtering’g

Making comprehensible Making comprehensible social buzz

Facilitating content Facilitating content discovery and interaction

Enhancing content value + promoting programmes +promoting programmes + embracing new behaviour =customer loyalty


Moving fast through an APIg g

API + Curation console

Multiple parallel roll-out

No app installation

Buzz in familiar end-user environment

Over multiple screens

Modular design is the secret!


10 Orange services connected in less gthan a year

Social TV

Sports

Movies Movies

VoD

Video Games


http://studio.stupeflix.com/v/GQfRwEOuqX/

Next challenge: Orange Toolbox for g gAfrican Mobile Entrepreneurs

Drilling access to Orange capabilities to support Mobilecapabilities to support Mobile Entrepreneurs

1. Core Network APIs2. Regional APIs3. Open Data APIs

Connected once, reach everywhereeverywhere


Nurturing an innovation ecosystem with Orange network assets

On a broader scope, Orange Partner p , gpresents renewed API portfolio for 2014

build relationships with the right Orange contacts for developers and start-ups

access Orange APIs, encouraging service innovation and usage increase

the route to Orange promotion channels the route to Orange promotion channels, pushing your content to our customers

collaboration and knowledge sharing tocollaboration and knowledge sharing to accelerate service creation

coach start-ups and facilitate investment with Iris Capital in Europe

join our community www orangepartner com


join our community www.orangepartner.com

Agendag


Leveraging APIs internallyLeveraging APIs internally



Modular Design Thinking: ‘designing g g g gwith’, rather than ‘designing for’ Meaning

– Enticing belief Target

– Power of samenessMake it hard to misuse– Make it hard to misuse

– Be your own customer Evolutivityy

– Start with MVP, ensure roomfor extensibility

S l bilit Scalability

Community


– API staging (data viz), ‘killer demon-app’, interaction, hackaton

Systemic governancey g

Innovation team Innovation team

Portfolio management

Open Source– Open Sourcemodularization and distribution

Amazon, plowing it since 2002

– “All teams will henceforth expose their data and functionality through service interfaces (API)through service interfaces (API)

Time for innovators to step in, and for marketers to think in t f APIterms of API

APIs-based system drives to growth at lightening speed


APIs based system drives to growth at lightening speed

Thank you!y

18Orange restricted - ConfidentialOrange N Bry– 2013 Nov, 12www.RapidInnovation.fr @NicoBry

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