Telecom Network API Marketplace: Strategy, Ecosystem, Players and Forecasts 2014 – 2019 Published: March 2014
No of pages: 135
Telecom APIs allow carriers to disseminate a wealth of internal information or resources to third parties on an asymmetric basis as the network operators typically do not provides services to the end-users. Instead, network operators offer API for DaaS in an arms-length manner for B2B to Business (B2B2B) and B2B to Consumers (B2B2C) services. Carrier customers include Aggregators and Over-the-Top (OTT) providers as well as direct to enterprise customers. Data accessed includes everything from network QoS for video service delivery to Subscriber Data Management (SDM) for advertising, profiling, and identity management.
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Table of Content 1 Introduction 9 1.1 Executive Summary 9 1.2 Topics Covered 10 1.3 Key Findings 12 1.4 Target Audience 13 1.5 Companies Mentioned 14 2 Telecom Network API Overview 16 2.1 Defining Network APIs 16 2.2 Why Carriers are Adopting Telco Network APIs 18 2.3 Telecom Network API Categories 19
2.3.1 SMS and RCS-E 19 2.3.2 Presence 19 2.3.3 MMS 19 2.3.4 Location 19 2.3.5 Payments 20 2.3.6 Voice/Speech 20 2.3.7 Voice Control 20 2.3.8 Multimedia Voice Control 20 2.3.9 M2M 20 2.3.10 SDM/Identity Management 21 2.3.11 Subscriber Profile 21 2.3.12 QoS 21 2.3.13 ID/SSO 21 2.3.14 Content Delivery 21 2.3.15 Hosted UC 22 2.3.16 Directory 22 2.3.17 Number Provisioning 22 2.3.18 USSD 22 2.3.19 Billing of Non-Digital Goods 22 2.3.20 Advertising 22
2.3.21 Collaboration 23 2.3.22 IVR/Voice Store 23 2.4 Telco Network API Business Models 24 2.4.1 Two-Sided Business Model 24 2.4.2 Exposing APIs to Developers 24 2.4.3 Web Mashups 25 2.5 Segmentation 25 2.5.1 Users by Segment 25 2.5.2 Workforce Management 25 2.6 Competitive Issues 26 2.6.1 Reduced TCO 26 2.6.2 Open APIs 26 2.6.3 Configurability 26 2.7 Percentage of Applications that use APIs 27 2.8 The Revenue Potential of APIs 29 2.9 Telco Network API Usage by Industry Segment 31 2.10 Telco Network API Value Chain 32 2.10.1 Visualizing the Value Chain 32 2.10.2 How will the Value Chain evolve overtime 33 2.10.3 API Transaction Value Split among Players 34
2.11 Cost for Different API Transactions 36 2.12 Volume of API Transactions 37 3 API Aggregation 38 3.1 The Role of API Aggregators 38 3.2 Total Cost Usage for APIs with Aggregators 38 3.2.1 Start-up Costs 39 3.2.2 Transaction Costs 39 3.2.3 Ongoing Maintenance/Support 39 3.2.4 Professional Services by Intermediaries 39 3.3 Aggregator API Usage by Category 40 3.3.1 An LBS Case Study: LOC-AID 40 3.3.2 Aggregation: Intersection of Two Big Needs 41 3.3.3 The Case for Other API Categories 41 3.3.4 Moving Towards New Business Models 42 4 Enterprise and Telecom API Marketplace 43 4.1 Data as a Service (DaaS) 43 4.2 API Market Makers 46 4.2.1 Mashape 46 4.2.2 Mulesoft 47 5 Non-Telecom Network APIs and Mashups 49
5.1 Non-Telecom Network APIs 49 5.1.1 Twitter 49 5.1.2 Netflix API 50 5.1.3 Google Maps 50 5.1.4 Facebook 51 5.1.5 Youtube 51 5.1.6 Flickr 52 5.1.7 Ebay 53 5.1.8 Last.fm 54 5.1.9 Amazon Web Services 54 5.1.10 Bing Maps 55 5.1.11 Yahoo Web Search API 55 5.1.12 Shopping.com 56 5.1.13 Salesforce.com 57 5.2 Mashups 59 5.2.1 BBC News on Mobile 59 5.2.2 GenSMS emailSMS 59 5.2.3 Foursquare 60 5.2.4 Amazon SNS and Nexmo 60 5.2.5 Triage.me 61
5.2.6 MappyHealth 61 5.2.7 Lunchflock 62 5.2.8 Mobile Time Tracking 62 5.2.9 Fitsquare 62 5.2.10 GeoSMS 63 5.2.11 FONFinder 63 5.2.12 Pound Docs 63 5.2.13 140Call 64 5.2.14 Salesforce SMS 64 6 Carrier, Application Provider, and Vendor Strategies 65 6.1 Carrier Positioning in the LTE Era 65 6.1.1 Increasing API Investments 65 6.1.2 The Rise of SDM 66 6.1.3 Working Towards Standardisation: The GSMA OneAPI 67 6.1.4 Carrier Attitudes towards APIs in the U.S Versus Asia Pacific and Western Europe 69 6.2 Carrier API Programs Worldwide 70 6.2.1 AT&T Mobility 70 6.2.2 Verizon Wireless 72 6.2.3 Vodafone 74 6.2.4 France Telecom 75
6.2.5 Telefonica 76 6.3 Should Carriers Open Network APIs to OTT Service Providers 78 6.3.1 Allowing OTT Providers to Manage Applications 79 6.3.2 Carriers Lack the Innovative Skills to Capitalize on APIs Alone 79 6.4 Developer Attitudes Towards API Adoption 80 6.4.1 A Critical Asset to Developers 80 6.4.2 Stimulating the Growth of API Releases 80 6.4.3 Working Alongside Carrier Programs 81 6.4.4 Developer Preferences: Google vs Carriers 82 6.5 Vendor Strategies: Creating a Unique Role within the Value Chain 83 6.5.1 Positioning as Enablers in the Value Chain 83 6.5.2 Moving Away from a Box/Product Supplier Strategy 83 6.5.3 Moving Away from a Box/Product Supplier Strategy 84 6.6 Company Profiles 85 6.6.1 Alcatel Lucent 85 6.6.2 UnboundID 87 6.6.3 Twilio 89 6.6.4 LOC-AID 91 6.6.5 Placecast 93 6.6.6 Samsung 95
6.6.7 AT&T Mobility 96 6.6.8 Apigee 97 6.6.9 2600 Hz 99 6.6.10 Callfire 100 6.6.11 Plivio 101 6.6.12 Tropo 102 6.6.13 Urban Airship 103 6.6.14 Voxeo 104 6.6.15 Competitive Differentiation 105 7 Market Analysis and Forecasts 106 7.1 Telco Network APIs Revenue 2014 - 2019 106 7.2 Telco Network APIs Revenue by API Category 2014 - 2019 107 7.2.1 Messaging API Revenues 108 7.2.2 LBS API Revenues 109 7.2.3 SDM API Revenues 110 7.2.4 Payment API Revenues 111 7.2.5 Other API Revenues 112 7.3 Telco Network APIs Revenue by Region 2014 - 2019 113 7.3.1 Asia Pacific 114 7.3.2 Eastern Europe 115
7.3.3 Latin & Central America 116 7.3.4 Middle East & Africa 117 7.3.5 North America 118 7.3.6 Western Europe 119 8 Technology and Market Drivers for Future API Market Growth 120 8.1 Service Oriented Architecture (SOA) 120 8.2 Software Defined Networks (SDN) 122 8.3 Virtualization 123 8.3.1 Network Function Virtualization (NFV) 124 8.3.2 Virtualization Beyond Network Functions 125 8.4 The Internet of Things (IoT) 126 8.4.1 IoT Definition 126 8.4.2 IoT Technologies 127 8.4.3 IoT Applications 130 8.4.4 IoT, DaaS, Telecom and Enterprise APIs 132 9 Expert Opinion - Twilio 135 9.1 Twilio’s Involvement in Telecom APIs 135 9.2 Twilio’s Position in the Telmcom API Value Chain 135 9.3 Twilio’s Opinion on Key Trends and Recent Developments in Telco APIs 136
9.3.1 Cloud APIs 136 9.3.2 Pay-as-you-Go 136 9.3.3 Ease of Usage 136 9.4 Drivers and Restraints in the Telecom API Market 137 9.5 Final Thoughts 137
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