Jose Valles from BlueVia's presentation on how to make Telco APIs work

1. Sex, lies and videotapes
Some hints on the telco API business
Jose Valles
jose@bluevia.com
@josevalles49
Berlin, September 22nd

2. The preliminary games

3. The inspiration

4. So BlueVia is Telefonica’s answer to it
SCALE: up to 290 TOOLS: Telco capacities
million customers using web friendly
technologies
BUSINESS MODELS:
GO TO MARKET: access
disrupting business
to Telefonica’s App
models
stores

5. Releasing SW in sprints…
Apr ’11 Apr ’11
Open Beta Location API
Expenditure
limits
Support
backoffice
Dec ’10 May ’11 Aug ’11
Closed Beta MMS Payment Long
SMS, Ads, DE Store Tail
Context Referal
v Bulk Ingestion
v
ES & AR Stores program

6. Generating a comprehensive grid but still not
final…

7. And leading the pack
We are generating a positive brand perception: Telefonica already sees the
Share of Voice value in this thinking with the
Developers Developers announcement of BlueVia, …
signing to While still in its early stages, my
BlueVia and we only hope is that this program
are growing at a will be extended across the
steady pace group, and that many other
Operators follow Telefonica’s
lead, embrace this strategy, and
herald a new era in
OTT/Operator collaboration
based VAS.
Geoff Casely - VP Global Business
Development and Nimbuzz
We have taken the lead in the industry First BlueVia apps are live!
Mid and short tails partners are
WAC and the integrating BlueVia APIs, like
operators involved in Twitter.
it are working in the
same direction as Long tail apps are ready like
BlueVia( NaaS) Textdeck for OSX live at iTunes.
Telefonica is More that 100 apps have been
participating in a pilot ingested on Telefónica stores.
to be roled out soon
crossoperator

8. SEX… just about appeal

9. This is how we see ourselves in the mirror…

10. But this is how third parties and developers see us

11. LIES… to face

12. Lie 1: technically, an SDP will make my day

13. Lie 2: in business it’s all about activating the long
tail

14. Lie 3: We’ll hit it from day one

15. Lie 4: Telco API’s are cool

16. Lie 5: I can do it alone

17. Lie 6: the most important thing is to stick to
standards

18. Videotape… to enjoy

19. Show you are different
WWW.VIMEO.COM/BLUEVIA

20. And a wrap up

21. • You need third parties
• Be bold and release software
• First releases will fail, iterate fast
• Only expose what you use
• Collaborate with other telcos: forget egos
• Don’t put barriers to innovation
• Don’t take yourself too seriously

22. Thanks
@josevalles49