Presentations made at Mobile World Congress, MWC 2010, on the Canadian OneAPI Pilot by Graham Trickey (GSMA), and Shane Logan (Telus).

1. OneAPI Canadian pilot
Workshop, Mobile World Congress
16 February 2010
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2. OneAPI Canadian pilot
Introduction
Graham Trickey
Senior Director, GSMA
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3. Agenda – OneAPI Canadian pilot workshop
m
Introduction
Connecting to the OneAPI Canadian pilot
Transaction flow model
Pilot feedback - panel
Conclusion
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4. OneAPI Introduction
Overview
– GSMA commercial and standards based initiative with the goals of :
• Addressing 3rd Party access challenges across multiple carriers
• Establishing a common framework to support additional operators
• Creating a viable commercial ecosystem for operator network API’s
Industry
Initiative aligns with global trends
• Carrier “openness” to 3rd Parties
• RESTful API standards
• New Service Model creation
Implementation
– GSMA hosts a Web-friendly set of APIs
• Pilots broken in geographic regions - Canada OneAPI Lead Pilot
• The API abstracts the 3 Canadian pilot operators
• Messaging, location and payment APIs available now
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5. OneAPI Developer Value proposition
Addressable market
• Widened to participating operators
• Ubiquitous messaging abstracts handset technology
Service Promotion
• Market to target customers via most personalized communication vehicle
– messaging
• Mobile marketing campaigns are easily measurable for ROI purposes
Time to Market
• One time integration to multiple carriers
• Standards based technology approach
Service Offering Flexibility
• Rating controlled by developer
• Charging (billing event) controlled by developer
Product Enrichment
• Can add location context now
• Multimedia and two way text future
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6. OneAPI Operator Value proposition
Increased Breadth of service offering
• Mobile apps and services access available directly from the ISV's
• Open Eco system of application and service development
Improved Service Discovery
• Service promotion executed by 3rd Party
• 3rd party targeted promotions via SMS messaging
Improved Discovery to Sale Conversion
• Click to Buy (supported post pilot phase)
• Removal of credit cards barrier to service purchase via Bill on Behalf of
API Monetisation
• Bill on Behalf revenue share
• Wholesale of bulk messaging and location
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7. The GSMA OneAPI standard
What are the APIs?
– A set of lightweight Web-friendly APIs, standardised through the OMA,
delivery Q4 2009
– Messaging, location and charging APIs in phase 1
What are the dependencies?
– An operator SDP with access to messaging, charging and location
enablers
What tools will be available?
– Developer SDK: Specifications, tutorials, code wrappers Q1 2010
– Operator SDK: Conformance test tool, specifications Q1 2010
What does the operator have to provide?
– A OneAPI implementation (hosting of the APIs)
– Terms and conditions, Policies/SLAs for access by developers
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8. GSMA OneAPI Project participants
Network Operators
Platform Vendors
…plus ongoing requirements and feedback from developers
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9. OMA-BASED STANDARD Q1 2010
OneAPI first phase
Messaging
via OneAPI
via OneAPI
Web server Web server
Send an SMS/MMS Receive an MO SMS/MMS
Use cases: Use cases:
• on-time Website password • text/ photo/video blogging
• text/photo/video alerts • client application updating server (games)
• trigger application on handset* • Get information based on text (e.g. Wikipedia definition)
Location Payment
via OneAPI via OneAPI
Web server Web server
Get location (for individual or group) Reserve, Charge, Refund amount to user
Use cases: Use cases:
• cross-operator buddy finder/LB gaming • Seamless mobile billing
• Mash-ups with mapping, reviews services. • Using MNO billing for PC services
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10. What’s next?
More APIs
Data Connection Profile
- Based on developer requests
Whose network
More operators are you on?
– Expanding the OneAPI footprint
Beyond APIs
Addressing other areas of Are you currently
– Web server GPRS/3G/
technical fragmentation: HSPA?
• AAA / accreditation
• Policy management
Please get involved! QoS
– Feedback on the APIs This video
– Participate in pilots needs to be
jitter-free
– what else can we do?
…and I need to
Web server know you
received all of it
www.gsmworld.com/oneapi
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11. OneAPI Canadian pilot
Agreed Objectives
1. Demonstrate clear demand for the commercial availability of
OneAPI from developers
2. Implement a regional aggregation facility to provide a single
endpoint for developers to utilise OneAPI from any of the pilot
operators
3. Ensure that the OneAPI is commercially available from the major
operators in a specific geography
Pilot Operators
– Bell Mobility, Rogers Communications, TELUS
Pilot Developers…so far
- AirG, Mobiry, HomeCamera, Xora, Locatrix, Lifegliders
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12. Pilot scope
Commercial
– Developer charged for network access
– Bill on Behalf API available
– Commercial Feedback loop
Functional
– Location test including Privacy Management
– Messaging test including spam control /Opt-in
– Billing – Operation & Security
– On-boarding & support process
Scale
– Open up to 100 developers
Participant Selection Criteria
– Cross section of market segments
– Cross section of developer business maturity
– Ability to execute
Schedule
– The Pilot will run from February to July 2010
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13. OneAPI Canadian Pilot
In operation since January 2010
For further information :
http://canada.oneapi.gsmworld.com
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14. Success criteria
Technical
– Demonstrate a cross-carrier platform for billing and network abstraction
Financial
– Demonstrate via business use cases across broad enterprise market
segments
Support
– Demonstrate effective support processes and business scale capacity is in
place
Commercial
– Gather sufficient data points to identify key ecosystem growth barriers
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15. Connecting to the Canadian OneAPI
Pilot
Mobile World Congress, 2010
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16. OneAPI Canadian Pilot Architecture
Partners
OneAPI (SOAP & REST)
Universal Service Platform
OneAPI
3PRM Number NP
Interface
GSMA Pathfinder
Portal Routing
SMS MMS Location Payment
Stored Payment PayPal Web Service
Interface
TWS Platform Value Gateway
SMS MMS Location Payment
Payment & Reports GSMA & Carrier
Reporting
Settlement Financial
Parlay X Parlay X Parlay X
SMS Location Billing SMS Location Billing SMS Location Billing
Telus Bell Rogers
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17. Technology & Business Challenges
Subscriber Permissions
Privacy management API provided to gain subscriber permissions for your
application
Subscribers can opt-out at any time
Network Routing
Allowing applications to deliver service to all subscribers without knowing their
home network
Platform integrates with GSMA Pathfinder to route transactions appropriately
Commercial Solution
Providing a PayPal option for developers to pay for API usage
Collecting charges from subscribers via the operator bill
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18. Developer experience
Register at http://canada.oneapi.gsmworld.com/
Open registration process with standard Ts & Cs for all developers
Access to ‘Sandbox’ API services will be granted
Approval process and credit purchase required for access to live services
Further approval required to access operator payment services
Application Development
Simple Web Service APIs exposed via SOAP & REST
Variety of developer support material provided (inc. sample code)
Simple prepaid usage model for APIs
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19. Developer experience
Settlement Process
OneAPI Pilot will settle with developers who use the operator payment services
Standard contracts are in place for all developers during pilot
Support during Pilot
OneAPI fourm will be maintained for developer support
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20. Thank You!
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21. OneAPI Canadian Pilot
Using the pilot
Shane Logan, TELUS
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22. Today's challenges . . .
Developers; cheaper/faster access to a larger base
Carriers; faster access to cheaper innovation
Subscribers; access to more affordable niche apps
“There is a need for OneAPI”
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23. The Ecosystem . . .
p e r
De l
o s GSMA
v e
TELUS
PayPal
Neustar
Canadian
OneAPI
AePona
Rogers
BELL
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One API to rule them all, One API to find them,
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One API to bring them all, and in darkness bind them.

24. Lessons learned to date . . .
Abstraction is not easy
What API’s to expose
Lowest common denominator
Business Stream
Common Terms & Conditions
Technical Stream Individual GSMA Contracts
Developer Stream No human interaction
GSMA
Too much interest !
Who supports troubleshooting
Education is required
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25. High Level Flow . . .
Partner registers with GSMA
Access to SDK, Docs, Sandbox
Purchase credits for SMS/LBS
GSMA
Request Access to BOBO
Developers
Request Production Access
Settle with GSMA on BOBO
Request for consent
Carriers delivers service
PayPal
PayPal AePona
AePona Neustar
Neustar
SMS/LBS Settlement
Rev share on BOBO
TELUS
TELUS Rogers
Rogers Bell
Bell …
… …
…
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22 millions subs
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26. Developer Feedback . . .
One of the strong appeals of OneAPI for us is to have one access point for mobile
phones, each exception, creates more work.
In doing this I found the platform easy to use and documentation to be good and
clear.
When will the payment API be available?
Any news on any other carriers (Canadian, US) joining the
Canadian Pilot? 26
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27. Developer Feedback . . .
Looking forward for MO messages – I understand that it is not a part of the pilot
launch?
The promise of OneAPI is great, the details will determine its success.
One key factor in our evaluation of OneAPI is the cost for using OneAPI services,
like SMS.
Developer experience of on-boarding and registration was relatively
straight forward, no issues there. 27
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28. Next steps . . .
Support the Canadian pilot that is now commercial . . .
Encourage more developers to onboard . . .
Visit: “http://canada.oneapi.gsmworld.com/”
Evaluate and share the feedback and KPI’s . . .
Encourage the European OneAPI . . .
A rising tide lifts all boat !
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29. OneAPI Canadian Pilot
Panel Discussion
Larry Baziw, Rogers
James Gazzola, Bell
Alexey Mykhaylov, Mobiry
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30. OneAPI Canadian Pilot
Conclusion
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31. App Garage stand 7APG App Planet
• OneAPI App demonstrations by :
Aepona, Locatrix, LifeGliders,
Livecast, Ericsson, Mobiry, Airweb
• Presentations on OneAPI apps
and OneAPI Canadian pilot
• Meet project team members
Useful links:
OneAPI Portal : www.gsmworld.com/oneapi
Canadian pilot portal: http://canada.oneapi.gsmworld.com
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