MEF Smart Pipe Enablers Webinar

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MEF Smart Pipe Enablers Webinar

• Unlocking the Opportunity for Future Content
• Distribution Models

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Agenda

• Introduction to the Panel
• What is the MEF Initiative about?
• Presented by Christian Rouffaert, Accenture
• Commercialising new APIs and API wish list
• Presented by Glyn Povah, O2
• The Smart Pipe Opportunity
• Presented by Ray De Silva, Vodafone
• Outline of the four main classes of enablers
  (Delivery, Charging, Handset Context, Subscriber
  Insight)
• Presented by Andrew Bud, mBlox and MEF
• What is currently happening in the market?
• Presented by Graham Trickey of the GSMA
• Discussion and Questions

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Initiative Leaders and Supporters
Project Manager
Webinar media partner
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Market Background

• Apple has shown that consumers have a much bigger
  appetite for consuming mobile content than
  previously thought (over 1 billion downloads
  already).
• This uptake is driven by a good user experience
  and the accessibility to diverse and rich media
  content.
• Quality, reliability and simplicity can only be
  enhanced by operator enabling services, which
  alone can give the media/content owner/ retailer
  the necessary visibility and control they need.

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What are Enabling Services?

• Currently non-operator enterprises act as content
  publishers/retailers, sourcing content and
  investing in services.
• To enhance deliver services, they buy certain
  services from the operators.
• These are known as enabling services, which
  enable a 3rd party to create, deliver bill
  for mobile content service.
• Quality, reliability and simplicity can only be
  enhanced by operator enabling services.

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Smart Pipe Enablers World
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What are MEFs Goals?

• Provide a key forum for content owners and
  application developers to articulate and
  communicate their functional, technical and
  commercial requirements.
• Working with MNOs to educate the media and
  content owners, content retailers, social
  networking and for those who are in the direct to
  consumer space.
• The implementation by operators of a coherent and
  market-focused set of smart-pipe enabling
  services, based on standards which fully
  recognise the needs of the content community.
• The enthusiastic uptake of newly-available
  enabling services by content and service
  providers, so as to encourage operators to
  implement the broadest range of enabling services.

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Commercialising New APIs

• Glyn Povah

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Commercialising new APIs

• Litmus has already opened up a number of new
  APIs
• Manage Device API
• View Account Status API
• Manage Post Pay Bolt Ons API
• View Device Compatibility API
• We have been in discussions with content
  providers, developers and aggregators regarding
  what APIs they would like (and therefore see
  commercial value from)
• Also involved in MEF Smart Pipes Initiative, GSMA
  One API

We need a simple commercial framework that we can
articulate to the developer / aggregator community
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API wishlist

• Handset Lookup (esp. for Web and SMS)
• Prepay / Postpay Lookup
• Charge Advice (i.e. will this charge request
  succeed?)
• Price Plan Lookup
• Data Price Plan Lookup
• Sell Data Bolt-ons (Affiliate Scheme?)
• 3G/2G Handset Lookup
• 3G/2G SIM Lookup / Bearer Detection
• Roaming Lookup (is customer abroad? If yes what
  country?)
• Handset Configuration Check (does it have correct
  settings for?)

There is market demand for more intelligent APIs
and enablers
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Vodafone B2B Enablers

• The Smart Pipe opportunity

Internet Discovery Services Vodafone Group July
2009
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The landscape

• Consumers are becoming more sophisticated and
  demanding better user experience
• Where the user experience is right we see
  significant multiples of usage propensity
• Given the right experience they will pay for just
  about anything
• Its an attractive opportunity and the race to
  deliver is on with a crowded eco-system of
  players jostling for position
• With increased end user revenues possible,
  Internet players, terminal manufacturers and
  MNOs are all competing for increased customer
  attention
• The MNO challenge is to develop a highly
  scaleable yet rich set of network enablers across
  a range of devices to support own and 3rd pty
  services
• Common objectives include cost reduction rapid
  time to market
• Only a holistic approach will work and
  significant technical and commercial
  re-engineering required

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Propensity to use is c4X more than all users and
c2X more than other smart phone users
iPhone users vs. other mobile users - service
consumption
Source ComScore March 2009 (UK)
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Great user experience pricing usage explosion
June 2009 World wide smart phone requests by OS
Total installed base of Apple iPhone users c2
yet accounts for c50 of total smart phone traffic
Source AdMob June 2009
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Vodafone announcement May 09.

• Third party developers get
• A single point of access to millions of Vodafone
  customers across the globe
• Faster time to market for new products and
  services across several operating systems and
  handsets
• Enhanced revenue stream opportunities
• Simplified micro-payments for services through
  the use of Vodafones existing billing systems
• Customers get
• A greater selection of more compelling internet
  applications and services
• More convenience and greater flexibility in
  paying for new services
• A simpler and more intuitive mobile internet
  experience
• Consistent quality of service across the entire
  Vodafone footprint

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Use case Charging
Vodafone Charge to Bill a global enabler, an
industry first

• A single point of integration for partners and
  central transaction routing to relevant OpCo
• Reduces deployment costs/complexity, improves
  time to market

VF GIG
VF Global Integration Gateway
Payment request from partner
Local Billing System
Payment response from VF
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Vodafone Charge to Bill

• Enables online and mobile merchants to bill their
  consumers for low cost content and services
  directly on the user mobile - contract or pre-pay
• No pre-registration necessary reduces typical
  barriers to purchase
• Genuine single click payment experience, making
  it easy for consumers to buy a wide range of
  content and services and delivering high
  conversion rates/repeat revenues for merchants
• Offers merchants complete flexibility and control
  of their pricing model - also supports
  subscription service billing and In-application
  billing delivering a greater user experience and
  optimising the revenue potential for the
  merchants
• Reliable the transactions are processed in real
  time, there is instant notification of payment
  success or failure and a transparent audit trail
  so any issues can be detected and followed up
  immediately
• Funds Reservation and Capture capabilities make
  it possible for merchants to confirm content has
  been successfully downloaded before final payment
  is taken, reducing the need for refunds

Around 14 of worldwide mobile content and
application sales handled by mobile payment
platform Bango are completed using a credit card.
Conversion rates for well known brands are around
10-20 when using a credit card and 30-70 when
using operator billing
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Outline of the main classes of enablers

• Andrew Bud

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Types of Smart Pipe Enablers

• Network Provided (eg GSMA One API)
• Delivery
• Charging
• Handset context
• Subscriber Insight
• Handset Provided (eg OMTP Bondi)
• Transmission control (eg calls, SMS)
• Screen Control
• Radio and network status (eg location, data
  speed)
• Other handset resources control status (eg GPS,
  accelerometer, camera)

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Network Enablers Delivery Examples

• Transmission MT SMS MMS, call setup
• Reception MO SMS MMS, call routing
• Simplified numbering and routing plans for access
• shortcodes, custom URL resolution
• Special low tariffs for user access
• Freephone (0800)
• Sender-pays data
• Network Content Path intervention
• Ringback tone provisioning
• Quality of service
• Guaranteed maximum latency for SMS/MMS and IP
• Guaranteed minimum network throughput for IP
  downloads
• Streaming support

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Network Enablers Charging Examples

• Charge to bill Premium SMS
• Charge to bill Premium Click-to-Buy (WAP
  Billing)
• Charge to bill Premium silent billing
• Charge to account stored value accounts
• Charge to account money transfer
• Credit to bill/ credit to account
• NFC-authorised charge to account

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Network Enablers Handset Context Examples

• Interrogating network knowledge
• Location
• Age verification
• Other content/billing filters
• Radio connection type and status
• Handset type and software release
• Handset memory status
• SIM subscription type and data plan
• Alerting from network knowledge
• Location etc.

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Network Enablers Subscriber Insight Examples

• Demographic lookup
• Basic audience profile parameters
• Can be inferred approximately or mined precisely
• Age
• Gender
• Socio-economic class
• Marketing location region
• May be used to scale and justify CPM-based
  advertising
• Behavioural lookup
• Individual activity-based metrics
• May serve to maximise targeting of CPC/CPM-based
  advertising

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• Overview for the Mobile Entertainment Forum
• Open Network Enablers API

Graham Trickey, Senior Director, GSMA June 2009
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GSMA 3rd Party Access OneAPI

• What? a set of open network enabler APIs (OneAPI)
  that can be supported across mobile operators and
  other networks.
• Why? To unlock valuable network enablers in a
  consistent fashion, and thus reduce the time
  developers spend integrating to multiple
  operators. Initial enablers for the API are
  Charging, Location, Messaging, with more to
  come.
• How? lightweight APIs to encourage portability of
  Mobile apps but still allow for competition and
  differentiation between operators also
  commercial and operational facilitators to reduce
  fragmentation
• Who? GSMA working group of operators, vendors,
  aggregators plus developer collaboration. Aimed
  at small innovators and Web developers who can
  benefit from the reduced integration effort to
  deliver consumer, enterprise and convergence
  applications across operators.
• When? Commercial implementations Q1 2010

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OneAPI phase 1
DELIVERED MARCH 09
Public Reference Implementation hosting Messaging
and Location across 10 operators (for
non-commercial testing)
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OneAPI first phase
Completed March 2009 OMA specification starts End
July 2009
Messaging   
via OneAPI
via OneAPI

• Send an SMS/MMS
• Use cases
• on-time Website password
• text/photo/video alerts
• trigger application on handset

• Receive an MO SMS/MMS
• Use cases
• text/ photo/video blogging
• client application updating server (games)
• Get information based on text (e.g. Wikipedia
  definition)

Charging   
Location   
via OneAPI
via OneAPI

• Get location (for individual or group)
• Use cases
• cross-operator buddy finder/LB gaming
• Mash-ups with mapping, reviews services.

• Reserve, Charge, Refund amount to user
• Use cases
• Seamless mobile billing
• Using MNO billing for PC services

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OneAPI Reference Implementation
Developer Environment
Server that implements OneAPI and converts calls
to proprietary Operator APIs.
Developer A
Proprietary APIs
Development TCs
OneAPI Reference Implementation
T-Mobile
OneAPI call
OneAPI response
Development TCs
Developer B
10 operator companies in 9 different countries
connected Orange (FR), Telecom Italia (IT),
Telus (CA), T-Mobile (UK,DE,NL,AT), Telenor (NO),
Vodafone (UK,ES)
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OneAPI phase 2
STARTED MARCH 09
Workstreams
Technical
Commercial
Go To Market

• Ensure a robust usable standard
• Recommend a consistent technical framework for
  implementations
• Evolve the existing APIs
• and produce 2nd phase APIs Data Connection,
  Click to Call, Personalisation

• Making commercial engagement process easier
  across operators
• Recommending Ts Cs templates
• Investigate a consistent developer/app identity
  across operators
• Evaluate a single portal to provide access to
  multiple Operators

• Encourages implementations and usage of OneAPI
• Develop business rationale for operators to
  support OneAPI and promote OneAPI within
  operators
• Present and discuss OneAPI at developer events
• Run pilot trial(s) of OneAPI

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GSMA Project participants

• All Major European Operators, plus major USA,
  Canadian Asian Operators
• Enterprise and SDP Vendors
• Developer involvement via portal
• Liaisons/collaboration with OMA, OMTP BONDI, MEF,
  TM Forum

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Thank you!
http//www.gsmworld.com/oneapi Graham
Trickey, Senior Director, GSMA gtrickey_at_gsm.org
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Key Deliverables next 12 months

• Industry survey
• White Paper explaining the Enablers concept.
• MEF service definitions for key enablers
  objectives, functional capabilities and
  regulatory implications etc.
• Acceptance by other bodies of the MEF service
  definitions as the basis for their technical
  definition of enabler API standards.
• Identified needs for technical standardisation of
  enablers by other institutions where such needs
  are not already being addressed.
• Surveys of members on the value of enablers to
  operators, vendors, intermediaries and the
  content industry.