Presentation made at the SDP Summit in Berlin . It is about API!!!

1. SDP and OTTNew Business Models and Opportunities for Operators Michel Burger Group Head of Architecture, Vodafone Technology michel.burger@vodafone.com

2. A World of API

3. 2006 API Cloud 512

4. 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5. Individual PiecesLego Packs Option 1 5 Think Lego

6. Option 1 6 Type of Services Differentiation Potential Revenue Services that are running by Services that run on top of Services that run better with Multi level of integration (light to deep) Commercial Agreement (ex: bill to charge) Generally operated externally Ex: Zynga with Facebook Deep integration Product or work package done by vendor or internally developed Generally operated internally Ex: Address book by Vodafone No Integration Commercial Agreement (ex: pre embedded client) Operated externally Ex: Twitter Intrinsic Drive and Incentive Strategic Choice

7. Distribution and Motivation

8. API Distribution Long Tail ShortTail Web Developer Who? Internal Developer Mobile Developer Device Developer Redistribution How? ServiceProvider Aggregator Portal Raw Exposure Standard (defacto) Environment for …. for 1 2 4 1 2 4 4 3 4 SDK (Code that hide the API for a specific platform) Eg: Eclipse Plug-in, Mobile device SDK (Apple, Android…) 1 Customized API (API created for a specific partner) Eg: Apple, Google… Retail API (API to focus on a specific client) Eg: Mobile API, Web API … 3 2 What? Wholesale API (API focused on delivering specific operation) Eg: Googlemap, Eg: Backup and restore, NWAB, Mondrian… 4 Option 1 8

9. The Continuum of Motivation Companies People Stand-alone Product Profits Level of Resource Commitment By-product economics Advertising Reputation,Signaling Skill-Building Hobby, Fun Moral commitment Consumption Only Contributors (in descending order of individual contributions)

10. Monetization

11. Option 1 11 Internet Model Internet Service Provider User Improves experience Consumes Value enriched Data generates revenue Service Data Many free services Produces The more context the more efficient and the more value One data set and common semantic Example: Search/InformationMgmt : Rated auction/Selling: 11

12. Option 1 12 Where We Are Now Network Service Provider User - What is the set of unique services a NSPcan offer to complete this triangle? - Which core semantic is characterizing NSP’s? ? Consumes Data Data Service Several services generate revenue Data Vodafone Example: Voice, SMS Data flat rate Produces Many services don’t produce data and are only focus on reporting Many different sets of data generated by the user and/or by the service Many data sets and undefined semantic 12

13. Option 1 13 Where We Should Be User Closing the triangle gives the needed acceleration effect Revenue from existing services will shrink Value enriched Data generates revenue Vodafone Example: Voice, SMS Data flat rate Data Service Additionalrevenue from new services Vodafone Example:m-Healthm-Advert Semantic interoperability with other Service Providers Free services One data set and common semantic Vodafone Example: Address Book/How Entities communicate Vodafone Services Architecture Vision, Jan 2011 13

14. A Different Approach

15. Internet Service Dilemma Network Ecosystem Multiple Planes: Application, Enablers, Control, Bearer Discovery, session and connection oriented IT Ecosystem Integrated multiple systems thru EAI (Enterprise Service Bus) Well behaved, well defined components Internet Services Large scale of components Loosely defined Managed by many different entities and people Not controlled Unsuccessfulexamples Experiences using IMS/RCS - Network specific protocols - Expensive implementation - Strong standardisation is slowing down evolution - Connection driven + Provide a clean way to abstract the bearer channel Gap Application Experiences using SDP - Lack of Scalability (Number of components involved) - Lack of flexibility and dynamic behaviour + Still needed for lifecycle management Ecosystem Ecosystem Option 1 15 15

16. Infrastructure abstraction: to go beyond virtualization to provide service with a set of API on how to consume basic resources (Storage, Computing, Queueing) Identity Management: to provide open standard (OpenID, Oauth) to deal with identity and authorization by interacting with different legacy system Profile Management: to make sure that all data resources are linkable and discoverable Transaction Management: to provide the infrastructure to deal with distributed transactions for operation like user lifecycle High Performance EventManagement: to handle real time near real time distributed event management for services Analytics: to make sure that every services generates data and there is a way to extract value from that data Exposing service APIs in the proper context: services are about API and not just end to end experience: Device Management Connection Management User Profile User Services Option 1 16 Pillar/Plugs for Dealing with Internet Services Device as a service User as a service

18. semantic/protocol abstraction

19. level/type of access

20. Common front end with level of specialization (direct access supported, if the layer adds value … )

21. Services are developed using or consuming the service platform and infrastructure components

22. Using specific technologies and specific architecture

23. Must adhere to architecture principles

24. Platform to provide common services and utilities to support and meter backend services

25. Normalized abstraction of the basic IT resources using AWS semantic

26. A broker will decide based on policy and service level request which implementation to use (Local, Hosted, Cloud)

27. Virtualized internal resources will implement the abstractionConnection Management Connect ivity Common Access Layer Front End Mobile 3rd Party Backend Services Network & Terminal enablers IT enablers Proof of concept done with Huawei Implementation in Eller Common Services Analytics Identity Management Profile Management Transaction Management High PerfEventManagement Extraction Aggregation Storage Analysis Service Platform Hybrid Cloud Option 1 17 Infra Structure 17

28. Option 1 18 Putting Everything Together Internet Service Ecosystem IT Ecosystem Connect ivity Connection Management Common Access Layer Customer Care Front End Partner Mgmt Mobile 3rd Party IT Enablers (User Lifecycle, Order Mgmt, Revenue Mgmt, Care) Order Mgmt ERP Backend Services Application (Native, Web) And Widget Billing Rating Service Platfrom Analytics Common Services Enterprise Service Bus Network/Terminal Enablers Resource Mgmt Product Catalogue Network Device Network Ecosystem Application Plane Business Home Network AS AS Enablers Fault Mgmt XDMS BI HSS Presence Location Control Plane Visited Network P-CSCF I-CSCF S-CSCF IBCF Operation PDF Bearer Plane BGF BGF BGF ARACF Access Inter-carrier Roaming SIP Media All NSPcapabilities and core assets need to be exposed as enablers (Network, IT and Terminal) 18