aepona network as a service

www.aepona.com1Proprietary © Aepona

Network as a Service

www.aepona.com

Aepona Platforms……

2Proprietary © Aepona

Are deployed with 20+ Service

Providers Globally

Executing

1.2 Billion revenue-generating

transactions per month

Supporting

2,000+ Web-based Service

Providers, Application Developers,

Content Providers and Enterprises

Delivering

$1 Billion annual revenues

to operators, application partners and content providers

www.aepona.com

The Evolution of Aepona


Time2002-2006 2009

Services

IN Build-Out

+ Parlay Gateway, Service Broker

Technology Proposition

Mobile Internet

Over-the-Top threats

Product Proposition

Web 2.0 / Telco 2.0

+ NaaS Enablement

Business Proposition

2007

+ Telecom App Server

+ Telecom Web Services

2008

Valu

e

July 2009:July 2009:Complete Complete

NaaS SolutionNaaS Solution


Awards & Accolades

"At last application developers can go mobile without the nightmares.

The Aepona Web Services Platform joins together

developers and Telcos in one easy move."

Source: Judging Panel GSMA 2008

World Communication Awards 2008Best Technology Foresight

October 2009 Finalist


Recognized Technology Leadership

www.aepona.com

NaaS Market Context

How does the Telco stay relevant?

Alternative Access Technologies

Subscribers want niche services and

content

Rise of the Webcos withOver the Top services

Global Mobile ARPU (Voice & Data)

0.00

5.00

10.00

15.00

20.00

25.00

30.00

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

USD

Voice Data (incl SMS)

Devolution to bit-pipe

is accelerating

Device Players Encroaching

Alternative ways of communicating

www.aepona.com

Mobile Operator Dilemma


1. Smart phone and application proliferation

2. Drives operators to upgrade network speed and capacity

3. While device and web companies take more of the value

4. Forcing mobile operators to become bit pipes and a commodity providers…

www.aepona.com

NaaS – Network as a Service

An emerging business model for network operators

Treat network, informational and billing assets as marketable resources that can be offered to 3rd parties on a commercial basis

Provide a path to monetisation for 3rd party content/service providers and app developers

Enabling a 2-sided business model – revenues from both upstream and downstream customers

Developers

Retailers

Government

Media

Telco-Retail

ASPs Telc

o N

aaS

En

ab

lem

en

t P

latf

orm Millions

of Customers

Thousands of

Segments

LocationLocation

SMSSMS

MMSMMS

Call CntlCall Cntl

Charging

Charging

Sub ProfileSub

Profile

ALMALM

Data Connect

Data Connect

3rd Parties SubscribersTelco

Application Mash-ups

Consumer

Enterprise

Targeted

Bundles

Creates broader ecosystem generating operator revenuefrom both upstream and downstream customers

www.aepona.com

Value Creation Opportunity for Telcos


$375B Opportunity

Network-as-a-Service / Smart Pipes are critical to operators participating in the new value creation (the $375B opportunity)

$375B opportunity created through the 2-sided business model•Using the telco platform to sell to new customersVAS Platform ($125B)•Manage user access•Subscriber profile info•Manage sales txn•Content delivery•Customer Care•AdvertisingWholesale Platform ($250B)•Fixed and mobile•Wholesale delivery of content, services, apps via channel partners (ex: NaaS cloud providers)


Platform as a Service Model already proven….

3rd-party access to Amazon resources such as billing, storage, cloud computing

Billing based on usage 540,000 registered developers end

Q209, up by almost 150k from Q208. Traffic generated by Amazon Web

Services exceeds that generated by visits to amazon.com retail store

1373 APIS, 4119 mash-upsAvg 3-4 new mashups per day

61,200 custom applications 130 million transactions daily More than 40% of traffic to sf.com attributable to

APIs $15/user/month royalty to embed sf.com

technology into ISV applications

85,000 Applications 2 Billion Downloads Estimated $1m daily revenue Estimated $100m + annual profit

www.aepona.com

Amazon “Platform as a Service” Model

Amazon realised that the large-scale IT Infrastructure it had built for its retail business could be offered to “upstream” customers

Amazon Web Services launched in 2006

Includes Elastic Computing, Simple Storage Service, Simple Database service, Flexible Payments Service, Fulfillment Service

540,000 registered users of Amazon Web Services (May 2009)

Traffic generated by Amazon Web Services now exceeds traffic to Amazon’s mainstream retail sites

Revenue from AWS estimated at $250M-$300M annually (source: Information Week, July 2009)

Wide range of business models• Usage-based: Per Transaction, Per Hour, Per GB, Per

Instance, Rental Models• Stimulate sales of Amazon products: free API access

(merchant platform) – affiliate takes 4-7% of sale• Charge for physical services (e.g. fulfillment)

Amazon Platforms: Merchant Platform

• Selling Amazon products through affiliates Infrastructure Platform

• Storage, Elastic Computing

Enterprise Systems Platform• Recover cost of Amazon IT infrastructure by

“leasing” to other Enterprises• Marks & Spencer point of sale network runs on

Amazon Web Storefront

• Merchant-branded online stores, hosted on Amazon

Fulfillment Platform• Logistics, Shipping etc

Labour Platform• “Mechanical Turk”

Digital Media Platform• Amazon Kindle


The Amazon “Flywheel”

www.aepona.com

NaaS Market Experience and References

Experience in both managed (hosted) services and in-network platform deployments

Experience in multi-operator connectivity (US Cellular, Cricket, OneAPI Reference Implementation)

12 Proprietary

© Aepo

na

200920082007

Jun 07 Mar 08 Sep 08 Sep 09

Oct 07 Jun 08 Mar 09

Feb 09

www.aepona.com

The Universal Service Platform



GSM Association “OneAPI” Program

GSMA initiative to “de-fragment” open third party access across mobile operators globally - OneAPI

Aepona chosen as the GSMA’s technology partner for the Reference Implementation (RI) of OneAPI

5 APIs defined initially• Location, Messaging, Charging, Data Connection Profile, User

Profile Successful launch at Mobile World Congress 2009 6 operators currently integrated (Vodafone, Orange, Telenor, TIM,

Telus, T-Mobile) with messaging and location APIs More operators lining up for integration Commercial Pilot launching in Canada Q1 2010

• Other regions (UK, Scandinavia, SE Asia) likely to follow

Aepona selected by GSMA for Canada pilot ahead of the major vendors

aepona network as a service

Documents