Telco Innovation with APIs: Need for Speed

Apigee@apigee

David Andrzejek@davidandrz

Bala Kasiviswanathan@balak

Brian Pagano@brianpagano

groups.google.com/group/api-craft

youtube.com/apigee

slideshare.net/apigee

David Andrzejek

@davidandrz

Bala Kasiviswanathan

@BalaK

 Brian Pagano

@brianpagano

What does today’s marketplace look like for telcos and for consumers?

Changing Infrastructure

Shift from voice enabling networks to IP networks

http://www.greater-boston.com/images/voip1.gif

Consumers are finding a new way of business and social interactions

Lot of disrupters in the marketplace

But . . . Continued regulation

How has the playing field changed for telcos based on business and technologytrends?

Booming mobile economy

Huge shift to mobile.

Mobile subscriptions are on upswing,consumers moving to smartphones.

More smartphones drives purchase of data plans.

Rise of the app Internet

Services will be consumed as appsConsumers developing new habits

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App Store Growth 2008-2011

Apps AvailableTotal App Down-loads

Apps are fed by APIs

Every service you ship needs to be an API and an app

Apps get their functionality from APIs

Innovation happens outside

Innovation happens outside

Make services easy & accessible via an API

Support innovation

Treat developers as channel partners

It’s a global marketplace

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

Competition is not other telecoms

Competition is not other telecoms

Execute like a technology company

Think like a Web company – Facebook, Amazon, Twitter, Skype

Global Network

DevicesApps

Competition is not other telecoms

Small agile nuclear teams- 2 pizza box teamsMix skills hackers, developers, designers, operatorinfrastructure people

Employ a fail fast approach and Iterate, iterate, iterate

Marketplace disruptors have advantages. Do telcos?

Retail Stores & ResellersBilling relationship with Subscribers Marketing and communication muscleTelcos reach into large enterprises

Marketplace disruptors have advantages. Do telcos?

Enterprise customers and developers equally important

Rethink the approach when selling into these enterprises

A similar approach for consumer and enterprise business

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 . . .

Measuring success

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

Wrapping up

THANK YOUDavid Andrzejek@davidandrz

Bala Kasiviswanathan@balak

Brian Pagano@brianpagano