Application enablement webinar alcatel lucent 15-dec
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Transcript of Application enablement webinar alcatel lucent 15-dec
Expanding Service Provider Capabilities and Brand with Application Enablement
Moderator: Jim Hodges, Senior Analyst, Heavy Reading
Speaker: Jeffrey Cortley, VP Solutions and Product Management, Alcatel-Lucent
December 14, 2010
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Agenda
1.Core Business: Protect the brand
2.Understanding the Application Enablement Ecosystem
3.Strategic Exposure and Marketing of Service Provider APIs
4.Case Studies
5.Executing on the Strategy
6.Summary
3 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
Service providers have valuable assets ($1.8 trillion) largely untapped
Ecosystem is required to expand beyond core business
Enhance, extend, and expand beyond the brand with the right ecosystem strategies
Copyright © 2010 Alcatel-Lucent. All rights reserved.
“It took 8 years to get to 1000 APIs, but only 18 months to get to 2000 APIs.”
“2010 has a 2x increase in new APIs per month over last year.”
John Musser, Founder ProgrammableWeb
“It took 8 years to get to 1000 APIs, but only 18 months to get to 2000 APIs.”
“2010 has a 2x increase in new APIs per month over last year.”
John Musser, Founder ProgrammableWeb
From browsing to APIs
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Residential video
Mobile consumersEnterprise consumers
Consumer Broadband and PSTN
The real opportunity: growing your Brand
5 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
Video 9%Broadband 9%
Business Services
15%
PSTN 20%
Mobile data, messaging, and voice
48%
Total telecommunications revenue USD 1.8 trillion
Source: Analysys Mason, 2009
Copyright © 2010 Alcatel-Lucent. All rights reserved.
The challenge: linking service provider assets to web innovation
6 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
Web 2.0 innovation
Cool apps, cloud
Service provider and assets
APIs
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Applying the innovation to attract your target segment
900 SMBs900 SMBs1500
Enterprise Leaders
1500 Enterprise Leaders
1200 Advertisers
1200 Advertisers
1300 Commercial Developers
1300 Commercial Developers
4000 End Users
4000 End Users550 IT
Developers550 IT
Developers Trust Subscriptions Gaming
New Media Metrics Privacy
Functionality Time-to-market Metering usage
Subscription models Healthcare – Location Education – QoS Finance - Profiling
Enhance existing applications
Receive advertising to offset cost
Need security
Bundling increases value
Create new business models
Drive new revenue
Tap in to 3rd party APIs to expand the ecosystem
Create new business models
Drive new revenue
Tap in to 3rd party APIs to expand the ecosystem
7 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
Source: Alcatel-Lucent Primary Market Research
Copyright © 2010 Alcatel-Lucent. All rights reserved.
ACP market research shows developers see value in service provider assets.Well-defined set of enablers can expose value
Sources: Heavy Reading, Shenkan & Associates, Alcatel-Lucent primary market research and
analysis
Valued Network assets
Valued Network assets
Billing and charging for services
Per application/per subscriber QoS guaranteed
Security tools and services
Subscriber authentication and authorization
Real-time subscriber network and bandwidth information
Developers’ willingness to payDevelopers’ willingness to pay
Subscriber preferences (profiling)
Subscriber location
QoS
More bandwidth
Top ACP concernsTop ACP concerns
Bandwidth availability
QoS / reliability
Subscriber data profiling
Identity management
Scalability
Communication Content Context ControlPlatform enablers
8 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Different Strategies for Exposing Network Assets
Geo-Location
Authenticate User
Invoke Policy Debit
User Account Communicatio
n
IMS
Multiscreen Content
Subscriber context
“Composite Service” Platform Level APIs
• Simpler to use by developers, hides complexity of multiple network interactions• Retain value of the network to developers• APIs are constructed to match service use cases• Manage brand consistency• Easier to package cross platform mash-ups
“Composite Service” Platform Level APIs
• Simpler to use by developers, hides complexity of multiple network interactions• Retain value of the network to developers• APIs are constructed to match service use cases• Manage brand consistency• Easier to package cross platform mash-ups
“Atomic” Network Level APIs
• Developers familiar with construction of telecom Network services• Native access to individual resources• More extensive application programming• More rigorous certification & testing
“Atomic” Network Level APIs
• Developers familiar with construction of telecom Network services• Native access to individual resources• More extensive application programming• More rigorous certification & testing
......
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Strategy is driven by the end user needs
Service Provider Network Assets and
ServicesAuthenticate Subscriber
Get Subscriber IDDebit subscriber acct
Get subscriber locationGet subscriber friend list
Add subscriber friendGet Bytes transmitted
Reset Bytes transmittedGet flow QoSSet flow QoS
Send flow dataSend subscriber asset
Publish subscriber assetDelete subscriber assetGet subscriber catalog
…
Atomic APIs
Platform Enabler
APIsQoS APIs
Comm APIS
Context APIs
Content APIs
…
…………
M2M APIs
Use cases and implementatio
n
Use cases and implementatio
n
10 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
End usersService Provider
Con-sumerVoice
Video
Mobile voice & data
VPN
Enter-prisevoice
Wirelinebroad-band
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Designing the right application enablement strategy
EnterpriseEnterprise
ConsumerConsumer
Target market selectionTarget market selection
• Transportation• Healthcare• Financial • Hospitality
• Transportation• Healthcare• Financial • Hospitality
• Youth Demographic• Gen X, Y, Z • Seniors• Socio-Demo segments
• Youth Demographic• Gen X, Y, Z • Seniors• Socio-Demo segments
ApplicationsApplications
Popula
rity
Popula
rity
Developer strategyDeveloper strategy
Long Tail
• Low touch/self-service• Niche apps• Commoditized API’s • Higher level abstraction• Restful Implementation
Long Tail
• Low touch/self-service• Niche apps• Commoditized API’s • Higher level abstraction• Restful Implementation
Strategic Partners
• High touch collaboration• Enterprise/IT specialists• Platform Exposure• Composite API’s
Strategic Partners
• High touch collaboration• Enterprise/IT specialists• Platform Exposure• Composite API’s
Internal
•Beta/Pre-release API’s• Core Network Exposure• Low level/Atomic API’s• Native -> Restful formats
Internal
•Beta/Pre-release API’s• Core Network Exposure• Low level/Atomic API’s• Native -> Restful formats
11 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Poll Question
What network capabilities are you most willing to share for new business opportunity?
Bandwidth control
Subscriber context (presence, billing, location…)
Content storage and distribution
Multimedia conferencing
12 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Use Cases
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Creating open enabler solutions
Unique Carrier Assets
Ecosystem Engagement Application Development Domain Knowledge and Expertise Complementary Components
Business Models and Use Cases SaaS/Cloud/White-Label Revenue Distribution Behaviors/Processes/Cultures
14 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Personalization, Payment, & Identify (know your customer)
Trusted Content Delivery(deliver the right content to the user)
context
content
accelerate innovationthrough a multi-vendor, device agnostic environment which provides easy to use
web interfaces and a policy framework to apply rules to specific users or applications
Massive Real-time Multimedia(manage quality of service)
Immersive Media & communication(make communicating fun & easy)
control
communication
Application Enablement Platform Enablers provide the right framework
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Use Case example: Citizen JournalistFacilitates (user-generated) video share to friends and more
End User
Leveraging service provider video communication assets to add value to social networking apps
Media Distributor or TV Station or Web Site
16 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
3rd party APIs
3rd party APIs
communication
New video share capabilities
New media sources More viewers
SP APIsSP APIs
Operator Assets •Web video services• AAA•Location•QoS
Service Provider Enhanced
communication delivery
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Use case example: premium video delivery
"Our work with Alcatel-Lucent has helped KPN realize the full potential of exposing network assets to third party developers and content providers,” said Damir Hajdarovic, Strategy Director at KPN. “We can truly unlock the network
value by implementing these features in our network. The project has resulted in the formation of an Application Enablement function within our company to
further develop strategies for opening up network capabilities and implementing commercial initiatives in this area."
End UserService Provider
QoS Enabled Network
QoS request
Content Provider
17 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
control
Differentiated, personalized content
Content delivered with quality assurance
SP APIsSP APIs
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Customer Knowledge
Operator Assets • Customer Profile• Location• Device Identity• Authentication• Call Routing• Billing• App Pre-load
Use case example: enhanced retail services
End User
Leveraging service provider subscriber context asset to enhance retail transactions
Merchant Enabling operators to
monetize their network assets by helping enterprises deliver better customer service and lower costs in the contact center
Customers enjoy a better experience when they interact with their bank, insurance company, airline, hospital, etc.
context
SP APIsSP APIs
18 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Open API enablers
Enabling Platforms API(s)/Attributes
Use Cases
Policy management
OSS/BSS (SDM, Provisioning)
DPI/Policy Enforcement
Fair Usage
Service Tier Upgrade
Enhanced QoE/QoS
Deferred Delivery
UNAB
Presence
MMIM
Web video share
Conference
Dynamic QoS request
QOS Event Registration
QOS Event Notification
QoS Info Retrieval
QoS profile update
control
communication Extended social networking
Context based communication
Web based communication
Convergent communication / media
Business application integration
Deferred Delivery
SearchContact
SetPresence
SendInstantMessage
StartVideoStream
ScheduleConference
19 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Open API enablers
SDM/Profile DB
Location (GMLC)
Billing/Payment
CRM/Genesys
context
content Content Server
SDM/Profile DB
Billing/Payment
Multi Screen Framework
3 Screen Ad delivery
Personalized Content
Storage as a Service
Social Content Mgmt
Premium Customer Service
Enhanced Mobile Retail
Personalized content
Personalized Customer Contact
Authenticate UserGet Subscriber ProfileGet User LocationGet Device ProfileInvoke Call Handling ScriptRoute SessionStart/Stop Call RecordingTranscribe Voice FileReserve FundsCredit AccountDebit Account
Create/delete/get/publish ContentNotify Ingestion EventsCreate/delete/schedule AdAdd/remove/list tagsGet/set/modify rankingInsert AdCreate/delete/update campaignContent Push
Enabling Platforms API(s)/Attributes
Use Cases
20 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Summary
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Transforming your business through application enablement: Enhance, Extend, Expand
22 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
AR
PU
today
Existing“franchise”
Services
AR
PU
to
morr
ow
Create New Revenue Streams by Exposing Network APIs with new unbranded servicesNew paths
to revenue Create New Services by Combining Network Enablers with OTT Apps to create branded new (mashed-up) services
Exploit Web 2.0 to Extend Traditional Telecom with extended and enhanced “franchise” services
Operationalize your strategyOperationalize your strategy
InnovationSystem
DeveloperEngagement
Cloud/SaaSDelivery
BrandedPackaging
Generic“spackle”
Fill the pipelineBuild the
ecosystem (1+1=3)
Play to your strengths Hedge your bets
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Alcatel-Lucent can help you with your API strategy
API Management – Open API PlatformAPI Management – Open API Platform
API Provider PrototypingDeveloper Publishing
Content StreamingContent
Streaming
Call Control & Routing
Call Control & Routing
Interactive Voice and
Video Media
Interactive Voice and
Video Media
Rich MessagingRich Messaging
Customer Engagement
Customer Engagement LocationLocation
Subscriber Data Monetization
Subscriber Data Monetization
Advertising & Offers
Advertising & Offers
Payments & Charging
Payments & Charging
Content Distribution
Content Distribution
Converged Policy
Framework
Converged Policy
Framework
Automatic Application
Identification
Automatic Application
Identification
Massively Scalable QoS
Massively Scalable QoS
Optimized Video Delivery
Optimized Video Delivery
Data & Services – Open API Enablers
API Exposure
Device AbstractionDevice Abstraction
Business
PresencePresence
Network AbstractionOpen API ServiceNetwork AbstractionOpen API Service
APIDirectory
&DeveloperResources
APIDirectory
&DeveloperResources
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Poll Question
Do you have plans to expose your network capabilities with APIs to 3rd parties for new business?
No
Yes, already doing it
Yes, within 0-12 months
Yes, 12-24 months
Yes, later
24 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
Copyright © 2010 Alcatel-Lucent. All rights reserved.
Qwww.alcatel-lucent.com
Carrie Hydro, Application Enablement Marketing, [email protected]
Jeffrey Cortley, VP Solutions and Product Management, [email protected]
Applications Enablement http://www.alcatel-lucent.com/application_enablement
Business and Operations Enablement http://www2.alcatel-lucent.com/business_operations_enablement/industrialize.php
For more information
25 | Expanding Service Provider Capabilities and Brand with Application Enablement| December 2010
Questions and Answers