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INNOVATING AT THE SPEED OF IDEAS

THE NEW CONVERSATION EXPERIENCE

LAURA MERLING, SVP APPLICATION ENABLEMENT MAY 22, 2012

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SMS and voice revenues are on the decline, accelerating the need for operators to

identify new revenue streams.

Long Term Evolution (LTE) technology threatens to commoditize bandwidth.

Operators must consider business models beyond access!

Application providers have seized the consumer experience; driven by consumer

demand. Operators must redefine and reinvigorate their role in the value chain.

To participate in the ecosystem, operators must shorten time-to-market & lower

costs for delivering new services.

WHERE ARE

WE NOW?

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AN EVOLUTION

WEB AND MOBILE

ONE WAY

BROADCAST

TWO WAY

ONE TO ONE

TWO WAY

ONE TO ONE

MOBILE

= CONNECTIVITY + CLOUD + COMMS + DATA + ECOSYSTEMS THE NEW CONVERSATION EXPERIENCE

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1/3 OF DAILY USERS Will access an Amazon AWS cloud site on

average at least once a day.

1% OF INTERNET TRAFFIC On average is coming or going to Amazon

managed infrastructure

$1.19 BILLION RUN RATE

For AWS in 2011

AWS IS TO DATACENTERS

NETWORK IS TO TRANSPORT

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DECONSTRUCTING THE NEW CONVERSATION

EXPERIENCE EQUATION

CONNECTIVITY

CLOUD

COMMS

DATA

ECOSYSTEMS

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CONNECTIVITY: SERVICES ENABLED LTE

THINKING BEYOND TRANSPORT

eMBMS AND SMARTPUSH

AUCTIONING SPARE CAPACITY

RAN DATA FOR THE BYOD GENERATION SUPPORT

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CLOUD: BRINGING THE POWER OF SERVICES

OF THE NETWORK TO THE CLOUD

TRANSFORM

ENTERPRISE BUILD

• Service provider

infrastructure,

operations and

business models

• Is ready for the

Carrier Cloud

• Carrier cloud has a

far greater

revenue potential

(10X)

• Carrier cloud is more

attractive (4X)

to enterprises than

existing public

cloud services

• An agile service

delivery platform for

a new class of

cloud services

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COMMS: REINVENTING THE

COMMUNICATIONS EXPERIENCE

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DATA: HELP ME MANAGE MY

VALUE AND IDENTITY

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DATA: CROSS-TELCO APIs

FOR OPT-IN SUBSCRIBER DATA

BENEFITS FOR SUBSCRIBER

• Ease the login

• Personal data stored in a single, trusted place

• No more forms to fill in from the Mobile

• Enhance customer experience

SERVICE PROVIDER BENEFITS

• Improve identified visitors and personalize services

• Feed databases with qualified operator data

• Increase the account creation success rate; more sales;

more info requests, more subscriptions

VALUE PROP: 70% to 80% DROP OFF FOR MOBILE SIGN-UP MEANS LOST

OPPORTUNITIES AND WASTED MARKETING SPENDING

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DATA: ENTERPRISE FOCUS TO

LEVERAGE DIGITAL MOBILE IDENTITY

47 MILLION

CUSTOMERS

COVERED

Users

Enterprises

and Public

Services

Mobile

authentication

User

profile

Identity

federation

Identity

federation Services

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ECOSYSTEMS: DRINKING FROM

THE FIREHOUSE

50B CONNECTED DEVICES

3B SUBSCRIBERS

10-12 CONNECTED DEVICES PER CONSUMER

2.5 GB OF MONTH/DEVICE

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ECOSYSTEMS: OPTIMIZING OPPORTUNITIES

OTHERS CREATE

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ECOSYSTEMS: WHO IS DRIVING

THE BUSINESS MODEL

DEVICE IAAS/PAAS CONTENT

THREE DISTINCT ECOSYSTEMS

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DELIVERING ON THE

NEW CONVERSATION EXPERIENCE

OPEN API PLATFORM

SERVICES METHODOLOGY

API CATALOGUE

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PRODUCT: OPEN API PLATFORM OR MODULES

• API management

• Service composition framework

• Business management

• Reporting and analytics

• API design + creation + integration

• Partners and API provisioning – adapters to existing systems, user workflow, branding,

localization

• Reporting and analytics – Customize reports and alarms, create transaction record adapters

• Customize business models

PROFESSIONAL SERVICES: BEST PRACTICES

BUSINESS CONSULTING: EXPERTISE

• Innovation, business consulting & API strategy

• Program and API analysis / optimization

• Business models across markets

• Knowledge regarding API trends

APPLICATION ENABLEMENT

PORTFOLIO OF SOFTWARE, SERVICES & EXPERTISE

SERVICES

METHODOLOGY

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• Multiple protocol support

• Data protection

• Authentication

• Authorization and access control

• Service virtualization

• Policy management

• Service orchestration across complex set of

API calls

• Tools and UI for creation

• Supports multiple creation frameworks

(POJO, BPEL, etc)

• Normalization as extension

API MANAGEMENT SERVICE COMPOSITION FRAMEWORK

• Custom commercial plans

• Multiple business models (PPC, rev share,

subscription)

• Ability to create bundled services

• Transaction data record output for model

processing

• Payment gateway integration

• Unified role based dashboard

• Centralized data collection across all

modules

• Exportable or integration

• Integrated log search engine for problem

resolution

BUSINESS MANAGEMENT REPORTING AND ANALYTICS

APPLICATION ENABLEMENT

OPEN API PLATFORM: CORE SOFTWARE COMPONENTS

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APPLICATION ENABLEMENT

SERVICES CATALOGUE

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• Service Composition Framework

• API Management

• Reporting and Analytics

• Business Management

• Reporting and Analytics

INCUBATION &

CREATION

OPERATIONS &

OPTIMIZATION API STRATEGY &

PRIORITIZATION

• Value creation and business strategy

• Business model definition

• Studies, program planning, network

asset evaluation

• API creation and vertical integration

• Create APIs from business assets and

services

• Expose APIs internally and externally

for market trial

• API deployment and continual

improvement

• Complete back-end integration

testing to production deployment

• Ongoing reporting & optimization of

program

• Ecosystem value prop

• Competitive and capability review

• Monetization framework

• KPI definition/baseline

• API design & prototyping

• Composition and development

• Architecture

• KPI assessment/adjustment

• System integration

• Testing and deployment

• Partner API provisioning

• Operations management

• KPI reporting and analysis

DEFINITION DESIGN DEPLOYMENT

Related

modules of

OAP

Phase

objectives

Phase

deliverables

APPLICATION ENABLEMENT

SERVICES METHODOLOGY

1 2 3

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