Telco Innovation with APIs: Need for Speed Apigee @apigee David Andrzejek @davidandrz Bala Kasiviswanathan @balak Brian Pagano @brianpagano
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