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


“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


Residential video

Mobile consumersEnterprise consumers

Consumer Broadband and PSTN

The real opportunity: growing your Brand


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


The challenge: linking service provider assets to web innovation


Web 2.0 innovation

Cool apps, cloud

Service provider and assets

APIs


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


Source: Alcatel-Lucent Primary Market Research


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



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

......


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


End usersService Provider

Con-sumerVoice

Video

Mobile voice & data

VPN

Enter-prisevoice

Wirelinebroad-band


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



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



Use Cases


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



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


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


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


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


control

Differentiated, personalized content

Content delivered with quality assurance

SP APIsSP APIs


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



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



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



Summary


Transforming your business through application enablement: Enhance, Extend, Expand


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


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


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



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


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Application enablement webinar alcatel lucent 15-dec

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