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市場調査レポート
モバイルネットワークAPI：ウェブサービス・オペレーターによるアプリケーションストア・ディベロッパーコミュニティの実現
Mobile Network APIs: Enabling Web services, operator app stores and developer communities
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Abstract
“After the failure of walled gardens operators are now realizing they
will have to adopt an open culture in order to compete against Web based
application and content providers. By doing so, operators can take advantage
of developers to create innovative new services that target different market
segments and create new high-margin revenue opportunities. Network APIs are
the first step towards embracing an open culture, engaging with developers and
third party application and content providers while becoming competitive in
the cutting edge market of mobile data services. After the failure of walled
gardens operators are now realizing they will have to adopt an open culture in
order to compete against Web based application and content providers. By doing
so, operators can take advantage of developers to create innovative new
services that target different market segments and create new high-margin
revenue opportunities. Network APIs are the first step towards embracing an
open culture, engaging with developers and third party application and content
providers while becoming competitive in the cutting edge market of mobile data
services. ”Dimitris Mavrakis, Senior Analyst - Informa Telecoms &
Media.
Although competing with the likes of Apple, Blackberry, Google and Skype,
mobile operators now have the unique opportunity of opening APIs and creating
new value around their existing networks by introducing third party services.
This report provides a detailed evaluation of open network APIs and how
operators can utilise them to successfully extract additional value from their
existing networks. The report includes a uniquely comprehensive and detailed
analysis at the revenue opportunities and key trends in open network APIs and
the challenges that are facing operators in implementing them.
Key Topics:
- Operators will understand the business and technical implications of open
APIs and how this will affect their current and future business.
- Operators can make fully informed decisions about their API strategy and
assess whether developer communities can help them address the long tail of
consumer applications.
- Infrastructure vendors will be able to understand operator requirements
and how to form their product roadmaps to address operator needs.
- Companies across the value chain will be able to assess the implications
of mobile network APIs and how these will impact service delivery in mobile
networks
- Valuable insight in early adopter strategies, in the form of operator and
vendor case studies.
- Companies across the value chain will be able to assess the differences in
vendor tactics and strategies and outline which vendor group has the best
opportunities to survive in this competitive market
- Unique forward thinking analysis which outlines future open API usage,
allowing operators to provide value added services and break free from the
"dump-pipe" paradigm.
Key questions answered in this report:
- What is the state of the market and why are network APIs attracting
operator interest?
- How have vendor App stores affected the market?
- Which operators have deployed APIs and what are the primary reasons?
- What are the challenges in implementing open APIs?
- Where is the value for implementing network APIs and what are the possible
paths for monetising them?
- How do operators take advantage of developer communities?
- Have certain operators chosen to develop services themselves (or through
outsourcing partners) instead of opening up their networks?
- Will vendor App Stores help operators to migrate to more open networks? Or
will it make things worse?
- Can operator charges for access to their APIs hindering developer
commitment and interest?
- Will NGMNs affect the uptake of open APIs?
- Is IMS expected to have a play in allowing operators to provide open APIs?
- Can IMS be customised/scaled down to allow for open APIs in current mobile
networks?
This report will give you:
- Unique insight into open API strategies and technologies
- Detailed and independent assessment of Tier 1 operators and vendors'
strategies
- Extensive study and strategic analysis of attempts to address the long
tail of consumer segments and previously unreachable market segments
- In-depth analysis and expert future outlook
Table of Contents
CHAPTER - 1
- EXECUTIVE SUMMARY
- Market overview
- Operator initiatives
- Figure 1.1: Operator openness
- Vendors attempting to differentiate
- Open API business models
- Long tail of consumer applications
- Figure 1.2: Revenue opportunities for long tail of consumer applications
- Future outlook
- Figure 1.3: Details of selected API initiatives
CHAPTER - 2
- NETWORK API MARKET STATUS AND OUTLOOK
- Major changes in the mobile market and the role of network APIs
- Mobile market overview
- Figure 2.1: Mobile broadband revenues and traffic forecasts
- Network APIs
- Web companies moving in the mobile value chain
- Device vendors becoming service providers
- The app store phenomenon
- Figure 2.2: App stores by mobile operators and handset vendors, 3Q09
- The new value chain
- Figure 2.3: Traditional vs. the new service-oriented mobile value chains
- Why are operators opening APIs?
- Avoid becoming a dumb pipe
- Increase basic network usage
- Increase subscriptions and reduce churn
- Ability to create service tiering and subscription-based services
- Bring experimentation into the operator service delivery model
- Build future relationships
- Operator strengths for network APIs
- Brand strength and heritage
- Billing relationship
- Convenience and ease of use
- Save time and costs
- Target all developers
- Security
- Operator weaknesses in the new value chain
- Lack of reliability
- Lack of standards and common practice
- Entering a crowded field
- Little exclusivity
- Inability to replicate the online model
- Lack of demand for operator services
CHAPTER - 3
- OPERATOR STRATEGIES AND POSITIONING FOR MOBILE NETWORK APIS
- Market overview
- The need for open network APIs
- Operator positioning
- Figure 3.1: Operator differentiation and API involvement
- Figure 3.2: Selected operator API initiatives
- Operators in the application store business
- Service mashups
- Integrated strategy and two sided business models
- Two-sided business models
- Orange
- Background
- APIs
- Figure 3.3: Orange Partner network APIs, 1Q09
- Figure 3.4: Orange Partner API segmentation
- API business models and strategy
- SWOT analysis
- Figure 3.5: Orange Partner SWOT analysis
- Telefonica O2 Litmus
- Background
- APIs
- API business models and strategy
- Figure 3.6: O2 Litmus ecosystem
- SWOT analysis
- Figure 3.7: O2 Litmus SWOT analysis
- Vodafone
- Background
- API initiatives
- Betavine
- Figure 3.8: Betavine API structure
- Joint Innovation Lab and commercial APIs
- API business models and strategy
- SWOT analysis
- Figure 3.9: Vodafone API strategy SWOT
- AT&T' s devCentral and Apps Beta
- Background
- APIs
- Figure 3.10: AT&T Apps Beta compatible handsets, Apr-09
- API business models and strategy
- SWOT analysis
- Figure 3.11: SWOT analysis for AT&T' s open initiatives
- Ribbit
- Background
- Figure 3.12: Ribbit features
- APIs
- Figure 3.13: Ribbit' s platform architecture
- API business models and strategy
- SWOT analysis
- Figure 3.14: Ribbit SWOT analysis
- Verizon Wireless
- Background
- APIs and strategy
- SWOT analysis
- Figure 3.15: Verizon Wireless SWOT analysis
- Telenor
- Background
- APIs and strategy
- Figure 3.16: Telenor Content Provider Access APIs
- Figure 3.17: Telenor CPA API charges, Jun-09
- SWOT analysis
- Figure 3.18: Telenor CPA APIs' SWOT analysis
CHAPTER - 4
- NETWORK API TECHNOLOGY EVOLUTION AND STANDARDS
- Introduction
- Figure 4.1: API technology historical overview
- Past: telecoms grade protocols
- Present: open systems and Web protocols
- Future: interoperable service-aware networks
- An overview of legacy technologies
- CAMEL
- CAMEL for prepaid roaming
- Alternatives
- JAIN
- Parlay
- The role of standardization in reshaping current technologies
- API technologies
- Standards
- GSMA OneAPI
- Figure 4.2: Benefits of GSMA OneAPI
- OMTP BONDI
- JIL
- Next-generation technologies
- IMS/IPX
- Service interoperability
- IMS vs. open APIs
- GSMA RCS
- Figure 4.3: Rich Communication Suite (RCS), key participants, Jul-09
- Figure 4.4: Simplified illustration of interoperable RCS services
- WIMS 2.0
- Figure 4.5: Benefits of Web 2.0 and IMS in WIMS 2.0
- Open network APIs and next-generation networks
- LTE/SAE
- Background
- Figure 4.6: Simplified functional diagram of a LTE/SAE network
- Open APIs and LTE/SAE
- Service delivery evolution strategies
- Figure 4.7: Service delivery evolution
CHAPTER - 5
- THE RATIONALE BEHIND DEPLOYING NETWORK APIS
- API business models
- App store enablers
- Two-sided business models
- Web services and mashups
- Summary
- Skepticism and revenue potential
- Reducing costs
- Long tail of consumer applications
- Network API revenue models
- APIs in the business environment
- Operator app stores
- Costs for app stores and developer communities
- Figure 5.1: Value and associated costs of app stores
- Competition from device vendors
- Long tail of consumer applications
- Figure 5.2: Long tail of consumer applications
- Figure 5.3: Long tail revenues
- Two-sided business models
- Figure 5.4: Two-sided business model revenue sources
- Figure 5.5: Operator service provisioning segmentation
- Web mashups
- Revenue models
- Chargeable APIs
- Figure 5.6: Chargeable API business models
- Traffic generation
- Revenue-share agreements
- Developer communities
- Past: weathered relationship between operators and developers
- Figure 5.7: Application development cycle and time to monetization of mobile operator portal
- Present: operator culture is changing
- Developer attention is shifting
- Figure 5.8: Three centers of gravity for Web applications development
- Device vendor app stores
- Operator-branded app stores
- Satisfying developers
- Figure 5.9: Historical comparison of operator-developer relationship
CHAPTER - 6
- GLOBAL VENDOR STRATEGIES FOR NETWORK APIS
- Market overview
- Service delivery evolution
- Figure 6.1: Middleware positioning for open API implementation
- Figure 6.2: Middleware for open APIs
- Vendor strategies
- Figure 6.3: Open API enabling technologies
- Figure 6.4: Selection of important vendors in the open API market
- Key trends
- Service orientation for telecoms vendors
- Telecoms orientation for IT vendors
- Evolution of messaging platforms
- Tier 1 vendors: NSN, Ericsson and Huawei
- Oracle
- Background
- Figure 6.5: Oracle' s acquisitions in the telecoms market
- Products and services
- Figure 6.6: Oracle' s Communication Services Gatekeeper value proposition
- Strategy
- SWOT analysis
- Figure 6.7: Oracle network API SWOT analysis
- AePONA
- Background
- Products and services
- Figure 6.8: AePONA product details
- Figure 6.9: AePONA Universal Service Platform
- Strategy
- SWOT analysis
- Figure 6.3: AePONA SWOT analysis
- Alcatel-Lucent
- Background
- Products and services
- Figure 6.11: Alcatel-Lucent' s API strategy
- Figure 6.12: Alcatel-Lucent' s key pillars for enabling applications
- Strategy
- SWOT analysis
- Figure 6.13: Alcatel-Lucent SWOT analysis
- Nokia Siemens Networks (NSN)
- Background
- Products and services
- Figure 6.14: NSN' s Service Delivery Framework
- Strategy
- SWOT analysis
- Figure 6.15: NSN open API strategy SWOT analysis
- Huawei
- Background
- Products and services
- Strategy
- SWOT analysis
- Figure 6.16: Huawei' s network API strategy SWOT
- Ericsson
- Background
- Products and services
- Figure 6.17: Ericsson' s products for service delivery and provisioning
- Strategy
- SWOT analysis
- Figure 6.18: Ericsson' s API strategy SWOT analysis
- Telcordia
- Background
- Products and services
- Figure 6.19: Telcordia' s Service Delivery and Charging products
- Strategy
- SWOT analysis
- Figure 6.20: Telcordia' s API strategy SWOT analysis
- Airwide Solutions
- Background
- Products and services
- Figure 6.21: Airwide Solutions' Open Services Framework
- Strategy
- SWOT analysis
- Figure 6.22: Airwide Solutions SWOT analysis
CHAPTER - 7
- FUTURE OUTLOOK
- Service delivery quadrants and operator positioning
- Operators adopting different strategies for network APIs
- Figure 7.1: Service delivery segmentation and operator positioning
- Increasing value in the business model
- Mobile network APIs: future outlook
- Main drivers
- Figure 7.2: Selected API initiatives
- API evolution
- Revenue potential
- Figure 7.3: API revenue potential future outlook
- Open and closed operators
- Combating the force of the Web
- Device APIs vs. network APIs
- Device vendors
- Mobile operators
- The users
- Key conclusions for mobile operators
- Future outlook
- Attracting developers and adding new services
- Guaranteeing quality for premium partners
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