Telenity CANVAS API MANAGER Product Presentation 2015

© 2001-2013 Telenity, Confidential & Proprietary
Canvas API Manager

Market Trends01
• Mobile Phone Usage Statistics
• Time Spent on the Phone
• What End-Users are Looking for
• What Network Operators are Looking for
• Challenges

Mobile Phone Usage Statistics
Voice calls are now fifth in the list of most
used mobile applications, as measured by
the average time spent using them (12
minutes per day).
At the top of the list is browsing Internet at
25 minutes per day – more than twice as
much as the time spent making calls.
Checking social networks, listening to
music and playing games also consume
more time than making calls.
The time spent SMS messaging is similar
to time checking/writing emails: 10 vs. 11
minutes per day on average.
Source: GSMA, The Mobile Economy 2013 Report
128minutes per day
Time Spent on Phone

Time Spent on the Phone
End users spend most of their time (%33 of the total) on the phone by browsing
the internet and checking their social network accounts. This is a good indicator
that suggests operators should focus more on social networks and provide easy
ways of access to them.
After browsing the internet and social networks, end users spend most of their
time playing games, listening to music, watching videos and TV, and reading
books (%38 of the total). This suggests that operators should focus on providing
easy access to digital entertainment.
Making calls, text messaging, and checking emails take %26 of the total time
spent on the phone. This suggests that operators can focus on data and provide
call and text messaging services over data.

What End-Users are Looking for
COMMUNICATIONS
• Voice / Video Calls
• Conferencing
• Messaging
• Chat
INFORMATION
• News
• Search
• Local Search
• Forums / Blogs
ENTERTAINMENT
• Games
• Music
• TV - Video
• Books
COLLABORATION
• File Transfer
• Calendar
• To-Do Lists / Tasks
• Email
COMMERCE
• Payment
• Charging
• Money Transfer
HEALTH
• Monitoring
• Consulting
• Emergency

What Network Operators are Looking for
• Broaden service portfolio (services, content, apps, ads)
• Launch services faster
• Offer improved user experience with clear pricing
• Increase active user count
• Invest in innovation and catch up with market/technology trends
• Integrate with Web 2.0 and OTTs
• Simplify Selfcare Operations
• Simplify Product Sales
• Simplify VAS Sales
• Consistent operation of common functions and regulative requirements
• Make system intergation less expensive
• Avoid duplicate functionality
• Consolidate platforms
• Track metrics and KPIs
• Manage partners and services efficiently
INCREASE ARPU
REDUCE OPEX
REDUCE CAPEX
REDUCE RISKS

What Network Operators are Looking for
Selfcare Multimedia Business Service Business
B2B Mobile Marketing Web 2.0 Integration
• Provide a personal homepage
• Fast development on selfcare channels
• Sell voice, SMS, and data packages on
selfcare channels
• Minimize customer complaints
• Increase loyalty and net promoter score
• Sell multimedia:
• Music
• Books
• Magazines
• Videos
• TV
• Sell services developed in house
• Sell services developed by partners
• Manage business partners
• Expose capabilities to enterprises
• Expose assets to enterprises
• Wholesale business models
• Flexible business models (rev share)
• Targeted mobile marketing
• Subscriber profiles and segmentation
• Marketer management
• Marketing campaign management
• Expose capabilities to web 2.0
• Import web 2.0 APIs
• Create web – telco mashups
Charging
• Charge prepaid and postpaid subscribers
• Event based charging
• Subscription based charging
• Bundles and packages
• Discounts, gifts
• Try-and-Buy
• Promotions
• Settlement
• Multi – currency support

Challenges
Different Networks
Multiple Territories
Lack of a Common Ecosystem
• North Africa
• Middle East
• Asia Pacific
• 2G / 3G / 4G Networks
• Complex IT and VAS mashes
• Multiple Vendors
• Attracting developers and 3rd parties
• Launching new services with minimum OpCo integration
Common Approach?
Technology:
• SOA based architecture
• Product driven
• Future proof
• Sustainable
• Scalable
• Secure
• Low cost
• Reusable
Business:
• Flexible business models
• Act as one (global) brand
• Lower time-to-market

Business Objectives02
• A Common Ecosystem
• Selfcare Solution
• Product Sales
• VAS Sales
• API Sales
• Web 2.0 Integration
• Vision and Approach
• Key Metrics

Service Brokerage
Network
Exposure Layer
VAS
Operator Capabilities
VAS
VAS
VAS
Content
Content
Service
Provider
Content
Provider
Operator
Subscriber
VAS
Ecosystem
Service
Enablement
Operator
Network

OTT Services World
Network
VAS
Content
VAS
VAS
Ecosystem
Operator
Network
Operator
Content
Provider
Customer
Access
Fees
Only
Service
Provider
Ad
Provider

API Management
Network
Exposure Layer
VAS
Operator Capabilities
VAS
Content
API Manager Operator
Ad
Provider
CustomerDeveloper
Internet
3rd Party Capabilities

Business Objective #1: A Common Ecosystem
Telco 2.0 – Web 2.0 mashups
• OTTs and Social Media
• Web 2.0 Players
Partners and 3rd Parties
• Content Providers
• 3rd Parties
Businesses & Government
• SMEs
• Enterprises
• NPOs
• Government
• Municipalities
• Marketers
Telecom Operators
• Other Operators
• MVNOs
Innovation and Startups
• Developers
« All parties in the ecosystem strive to reach to the
subscribers. Is it possible to utilize a unified
platform to serve them all? »

Business Objective #2: Selfcare Solution
Traditional Channels:
SMS Selfcare USSD Selfcare IVR Selfcare Web Selfcare Call Center WAP Selfcare
New Channels:
Mobile Selfcare Facebook Selfcare TV SelfcareKiosks Other Digital Channels
Earlier, there were only a couple of self care channels; but now, a new selfcare channel appears everyday.
Operators need to:
• Simplify integration with channels and network
• Use common enablers (SSO, authentication, authorization, security, throttling, policies)
• Ensure all channels provide the same output
• Enhance customer experience

Business Objective #3: Product Sales
Core Products:
Voice SMS / MMS Data Value Added Services
Bundles & Offers:
Tariffs Tariff + Services Tariff + DevicesTariff + Contents
Marketing teams bundle core products with value added services, contents, and devices to increase sales.
Operators need to:
• Simplify bundling mechanism.
• Make bundles available and accessible on selfcare channels.
+ + +

Business Objective #4: VAS Sales
Operators need to:
• Provide flexible charging mechanisms.
• Ensure that value added service sales are inline with
regulations.
• Provide discovery channels.
• Provide selfcare for value added services.
• Manage partners and monitor SLAs and KPIs.
• Handle settlements.
• Support business partners.
Traditional VAS Information Entertainment
• RBT
• Voice Mail
• Miss Call Notification
• News
• Guides
• Astrology and etc.
• Mobile TV
• Music
• Games and etc.
LBS
• Where am I?
• Where is nearest?
• Track family and etc.
USE CASE:
Turkcell Dergilik: With this
service, it is possible to
download and read
previous issues of the
magazines. If you want to
read the latest issue of the
magazine, you can buy it
and charge it to your
invoice.

Business Objective #5: API Sales
API Products Free Developer Pays
A popular way to provide
access to an API, is offering a
free tier so that anyone can
sign up, start using the API
and understand the value the
API delivers.
Developers pay to use APIs:
• Tiered
• Pay as you go
• Freemium
• Unit based
• Transaction fee
In some cases, an API may
drive other revenue streams.
This revenue can be shared.
Developer Gets Paid
• Operators need to expose capabilities and assets.
• Enterprises, developers, government, marketers, non-
profit organizations, MVNOs, and other operators need to
access one or more API from the operator .
• It should be possible to combine several APIs and offer it
as a product in different business models.
• API sales can be a new revenue stream for operators and
it simplifies charging of services.
USE CASE:
AT&T, Telefonica, Orange,
Vodafone and many other
Tier-1 OpCos provide
developer portals where
developers can register
themselves and start using
APIs exposed by the
operators.

Business Objective #6: Web 2.0 Integration
Cloud Services Social Networks Marketing
Marketers can use APIs to
launch marketing
campaigns.
• Coupons
• Discounts
• Loyalty
All verticals that run their
business on Web need to
integrate with operators to be
able to communicate with the
end – users.
Verticals
• Operators need to expose capabilities and assets to Web
and Cloud based services.
• Operators need to integrate with social networks as most
of the subscribers spend significant time on social
networks.
• Operators need to offer cloud based services as they
increase data usage and loyalty.
USE CASE:
Vodafone Turkey allows
users to tweet by sending
an SMS message to a short
code.
It is also possible to read
the tweets.
• Contact Backup
• Content Backup
• Music
• Photos
• Videos
• Documents
• Facebook
• Twitter
• Foursquare

Vision and Approach
Expose all capabilities:
• If possible, in a standard way
• If not, as fast as you can
Create your own developer community:
• Use culture specific apps
• Use rich content (video, audio)
Apply flexible business models:
• Revenue sharing
• Bulk sales
• Indirect revenues
Simplfy business rules:
• Terms and conditions
• Payment and settlement rules
Bring new players into the game:
• Use location
• Integrate with social networks
Change the delivery models:
• Simple access
• Multi channel distribution
Offer personalized access:
• Know your customer
• Interact across any device
• Interact any time
Be where the services are:
• On the handset
• On the cloud

Key Metrics
• Delivering new services for Personal BU,
Home BU and Enterprise BU.
• Minimizing resources.
• Flexibility to make changes.
• Unified integration, user
experience and Control for Services
• Decrease of complaints about
3rd Party Services
• High Availability
Time to Market Offering Flexibility
Revenue Growth
• Improve the collection of subscription fee
for VAS services
• Improved settlement flows.
• Minimized integration costs.
Enhanced user experience
• Campaings
• Personalization
• Pricing
• Bundling with core offers
Ease of Management Market Differentiation
• Innovative Service
• Developer Community

Strategy03
• Why Invest in APIs
• Popular APIs
• Prospective API Consumers
• Potential API Candidates
• API Business
• Developer Community
• API Business Models
• API Management
• Selfcare Solution
• Partner Management
• Bundles and Offers

Why Invest in APIs
Reasons to invest on APIs What does it mean?
Network APIs capitalize on existing infrastructure.
Network APIs are already in the market.
Web players have already launced API Programs.
API Management solutions are available.
Network APIs enable two-sided business models.
APIs enable creation of innovative services.
They increase basic network usage.
They increase subscriptions.
APIs build future relationships.
APIs impresses brand strength.
APIs save time and costs.
Low CAPEX.
No entry barriers.
Proven business model.
Easy to start.
New revenue streams.
Customer and partner loyalty.
Utilize existing infrastructure.
Reduce churn.
New business partners.
Become an innovation centre.
Faster and easier.

Popular APIs
Popular APIs: Top 10 Top 10 to Top 20
Daily API Calls Daily API Calls

Prospective API Consumers
APIs allow an operator to expose its services, network and IT
assets to existing and new partners. i.e. across internal
groups, partners and long‐tail developers.
• Internal development teams will consume APIs to develop
branded applications and services.
• Service Providers, Content Providers and Mobile
Marketing Agencies will use the APIs to offer their
services, contents and applications. OTTs usually integrate
with operators to implement charge to bill features.
• MVNOs practically need network enablers.
• Government institutions (Police, Ministries... etc.) need
access to citizens through network operators.
• Banks and insurance companies utilize the APIs to offer
new services.
• All M2M verticals are potential candidates for consuming
the APIs.

Potential API Candidates
API Exposure is all about providing controlled access to operator assets and capabilities. Verticals are looking for
communication services to expand their offerings to customers. Their need for web and high-speed data access is an
opportunity for the operators to capitalize on the network and compensate for declining voice revenue. Thus, it is a
good idea to expose all the capabilities of the network to internal and external developers.
Expose the following capabilities:
Messaging: SMS, MMS, USSD
Location: Current Location, Tracking
Charging: Event Charging, Subscription, M-Payment, In-App Charging, Charge-to-Bill, Refund
User Profile:Demographics, Tariff Information, Preferences
Terminal Status: Presence, Terminal Type, Connected Bearer, Roaming Status
Provisioning: Submit Order, Cancel Order, Update Order
Notification:MSISDN Change, Payment Type Change, Tariff Change
Consent: Charging Consent, Location Consent, Order Consent
Voice: Voice Calls, Voice Mail, IVR
And any other capability that you can expose.
Try to expose them in standard ways whenever possible; if not, try to expose them as fast as you can.

API Business
API security concerns begin with access control. Operators
should be able to integrate their existing identity
infrastructure with API Management solution.
APIs demand their own development lifecycle, from design
to coding to testing to deployment. This requires an ability
to track changes to an API across the development lifecycle.
API Governance is a broad term often used to capture a
wide spectrum of management, process, and visibility
requirements. It defines the terms and conditions under
which an API is exposed to one or more consumers.
API Management solutions should be sophisticated enough
to give much flexibility to an enterprise in how it establishes
its own revenue criteria.

Developer Community
If an API cannot be discovered and consumed easily by external developers, the
publisher risks that it will go unused.
For that reason, most modern API Management Solutions provide functionality that
helps publishers expose information about their APIs to outside developers – often via
developer portals.
A developer portal provides a single point of interaction for the developer to register for
an account, request an API access key, discover what APIs are available and see example
code.
An API developer portal focused on enterprise usage should:
• Support different classes of external developers.
• Provide various self-service capabilities.
• Give developers visibility into their API usage and key performance metrics.
• Allow developers to share best practices to share best practices through community
features.

API Business Models

API Business Models – Free Usage
Players
Model
Facebook offers its API free to any developer. However, the model is freemium — like Apple and Google, it
takes a cut of in-app payments, e.g. the purchase of Farmville Coins.
Facebook charges a 30% service fee, plus any applicable sales tax or VAT, on each Facebook Payments
transaction.

API Business Models – Developer Pays
Players
Model
Pay As You Go: Pay only for what you need to use. It can scale up or down as needed.
Tiered: Pricing depends on the usage tier you fall in.
Freemium: A free and paid “all access” version of APIs.
Unit-based: Developers are billed a fixed amount up to a pre-defined limit. (Ex: $0.25 per 1000 API calls).
Transaction Fee: API owner makes money off the transaction fees.

API Business Models – Developer Pays
Use Case: Pay as you go
Search API
Use Case: Tiered
Use Case: Freemium
Use Case: Unit Based

API Business Models – Developer Gets Paid
Model Details
Revenue Share: Google AdSense Host API enables
community sites to share AdSense
revenue with its users to incentivize
content creation. Think YouTube
channels.
CPA (Cost Per Action): Publishers who advertise Amazon
products on their websites can earn
commissions when referred visitors
make a purchase.
CPC (Cost Per Click): Shopping.com ads pay out per click.
One Time Referral: Developer earns by referring
subscribers.
Recurring Referral: Developers can earn recurring
revenue each month, for as long as a
subscriber recruited by developer
remains a subscriber.

API Business Models – Indirect
Model Details
Content Acquisition: Ebay’s APIs
support sellers with content population
(e.g. create listings, upload data feeds) and
management (leave feedback, update
tracking information, manage disputes)
which indirectly results in revenue.
SaaS: Software vendors offer APIs for 3rd
party developers to extend their platform.
This helps the software vendor focus on the
core product without complicating their
road map with features not everyone
needs.

API Business Models – Indirect
Model Details
Content Syndication: Content publishers
like the New York Times don’t sell their API to
syndication partners, but the API facilitates
the syndication.
Internal use, consumer facing: Twitter’s API
is offered to 3rd party developers to improve
the user experience with a broad range of
Twitter experiences like Klout, Hootsuite,
Clicktotweet and Twitalyzer.
Internal use, internal facing: Internal facing
APIs are used on your back end to use your
own data to build out your own features.

API Management
What is it?
Why you need it?
API management is the process of publishing, promoting and overseeing application
programming interfaces (APIs) in a secure, scalable environment.
It also includes the creation of end user support resources that define and document
the API.
• Exposing capabilities and assets can create brand new revenue streams since it is
possible to charge the API consumers.
• To be able to serve to the needs of selfcare channels and partners in the
ecosystem, all capabilities and assets should be exposed in a structured way.
• All capabilities and assets should be exposed in a secure and controlled way.
• Internal and external developers should be able to discover and use the APIs easily.
• API usage should be monitored and reported to estimate capacity requirements.
• Company wide policies should be applied to APIs.
• API lifecycles must be managed.
• Different web services standards are used by different systems, a gateway should
be used to convert between them.

API Management (continued)
API CONSUMER LIFECYCLE ACTIVITESAPI PROVIDER LIFECYCLE ACTIVITES
How? API Manager comprises three components:
• Gateway: Addresses the API Provider requirements.
• Admin Portal: Provides administration and configuration control.
• Developer Portal: Addresses the API Consumer requirements.

API Management (continued)
CUSTOMER
ASSETS
DEVICE
ASSETS
NETWORK
CAPABILITIES
• Customer Profile
• Customer Preferences
• Customer Identity
• Presence
• Tariff Information
• Balance Information
• Subscription
Information
• Terminal Status
• Terminal Connection
• Terminal Capability
• Terminal Identity
• Terminal Location
• Voice Call / VoIP
• Messaging / IM
• Conference
• Charging
• Notification
• File Transfer
• Presence
• Location
• Payment
• Provisioning
API Manager helps the
operator to expose network
capabilities and assets.
Selfcare channels and
partners can use this
capabilities and assets to
develop new services and
applications.
The capabilities and assets
an operator can expose are
listed here.
Telenity helps operators to
plan and implement the
exposure.

Selfcare Solution
What is it?
Why you need it?
There are several selfcare channels (WEB, WAP, IVR, SMS, USSD, Mobile Apps, and etc.).
Selfcare solution helps the operator to easily develop and maintain selfcare applications.
• Selfcare solution creates an abstraction layer between backend systems and selfcare
applications.
• To be able to serve selfcare applications, all the data about subscriber should be kept in
session until the subscriber leaves the selfcare application.
• All static responses should be cached for a certain time period to be able to serve the
results faster.
• Selfcare solution provides additional security between selfcare applications and
backend systems.
• Selfcare channels need to serve different contents (store locations, banners).
• All selfcare channels shold return the same results to provide consistency across
channels.
• All content should be served in multi-language.
• Selfcare operations should be logged for a certain time period.

Partner Management
What is it?
Why you need it?
Partner Management Solution helps an operator to organize and manage its partner
relationships. The general purpose of PMS is to enable operators to manage their
partners more effectively and efficiently through the introduction of standardized
processes, tools, and practices for interacting with them.
• Service Providers need simple access to network assets and shortened T2M.
• Partners require self-management capabilities.
• It should be possible to bundle partner services with core offers.
• Partner and service catalog should be managed.
• Single point access should be given to all partners and services.
• Partner management processes should be automated.
• Partners should be tracked and monitored.
• Partner services should comply with the regulation.
• Settlement process should be simplified.

Bundles and Offers
What is it?
Why you need it?
To be able to increase sales, it is a common approach to bundle core offers with the
services of business partners.
Bundles and Offers Module simplify the creation of offers that bundles core products with
the services of business partners.
• It should be possible to bundle services of business partners (mobile tv, ring back tone,
horoscope, and etc.) with core offers.
Example:
It should be possible to bundle Mobile TV subscription with 1GB + 1000 minute + 500
SMS offer.
Example:
It should be possible to bundle 100 Video Clips and Ring Back Tone subscriptio with 2
GB + 2000 minute offer.
• Offers should be available from selfcare channels.

Telenity CANVAS API MANAGER Product Presentation 2015

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Telenity CANVAS API MANAGER Product Presentation 2015