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市場調査レポート

通信事業者によるAPI:高価値アセットのマネタイズによるモバイル事業者の変容

Telecom APIs - Monetizing Their Most Valuable Assets Is Transforming Mobile Operators

発行 Pyramid Research, Inc. 商品コード 346795
出版日 ページ情報 英文 75 Pages
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通信事業者によるAPI:高価値アセットのマネタイズによるモバイル事業者の変容 Telecom APIs - Monetizing Their Most Valuable Assets Is Transforming Mobile Operators
出版日: 2015年12月18日 ページ情報: 英文 75 Pages
概要

当レポートでは、通信事業者によるAPI公開の動きにについて調査し、モバイル通信事業者 (MNO) によるAPI公開の戦略的合理性とその推進要因、MNOアセットのマネタイズ (収益化) のためのビジネスモデルおよび戦略的アプローチ、主要事業者によるAPIプログラムのケーススタディ、MNOへの提言などをまとめています。

MNOによるAPIの公開:戦略的合理性・主要推進因子

  • MNOアセットの収益化の戦略的合理性:収益の課題
  • MNOアセットの収益化の戦略的合理性:非介在化のリスク
  • 通信事業者がAPI公開を検討すべきとき
  • APIの公開:タイミングの問題
  • API公開決定の裏側
  • MNOの反応:IT中心のモデルへ
  • MNOアセットの収益化
  • APIの収益化のリスク:収益の共食い
  • API化:サマリーレビュー
  • レビュー対象の20のAPIプログラム

APIプログラム:プログラムの構成

  • APIプログラムの構成:概要
  • MNOによるAPIプログラム:コミュニティ・サポート・収益共有
  • APIプログラム:ロングテールの放棄
  • 焦点を狭めるMNOのAPIプログラム

APIプログラム:MNOが公開すべきもの

  • MNOのAPIポートフォリオ:利用可能なAPIアセット
  • メッセージング・ビリング・位置情報:もっとも広く公開されるアセット
  • MNOのAPIポートフォリオ:オペレーターが収益化するものとは

APIプログラム:収益モデルの分析

  • ホールセールからリテールへ:3つの主要ビジネスモデル
  • ビジネスモデル:ホールセール
  • ビジネスモデル:アグリゲーターとのホールセール
  • ビジネスモデル:リテール
  • APIの収益化:収益共有を惜しまず
  • 進化する収益モデル:アプリケーションがプロダクト
  • APIのベストプラクティス:サマリー

APIの収益化の事業体制への影響

  • 戦略上のアセットの収益化への移行
  • 新しい文化的マインドセット
  • 最適な組織構造の模索
  • ディベロッパー市場に対応するための組織構造の調整
  • MNOのAPIによる収益機会
  • 収益上のメリット:ほとんどは間接的

APIプログラム:ケーススタディ

  • Telefonica・BlueVia:オープンAPIのパイオニア
  • Dialog Axiata・Ideamart (スリランカ)
  • Orange Partnerプログラム:構造
  • AT&T Developer Program
  • Globe Telecom API Program
  • Smart Communications API Program

主要調査結果・提言

付録:用語・定義

Pyramid Researchについて

図表

目次
Product Code: TC0052IR

Summary

Mobile network operators (MNOs) are gradually moving from telecom-centric to IT-centric operating models and are adopting the same approach that has driven the success of online service providers. Monetization of application programming interfaces (APIs) is one of the most prominent facets of this evolution. MNO API monetization has traditionally been structured around extensive developer outreach programs supported by a Web based

technology platform. Messaging, location and billing are the primary APIs opened by MNOs. Beyond this group of APIs operators, in particular those in emerging markets, have remained relatively conservative about exposing APIs. The financial impact of telecom operator API programs remains uncertain, but indications are that the direct revenue boost is moderate at best.

Key Findings

MNOs are gradually moving from telecom-centric to IT-centric operating models: The change is dramatic.

Operators are increasingly narrowing the scope of their API programs, shifting toward more partnerships targeting specific vertical ecosystems and focusing on B2B.

Beyond the primary APIs opened by MNOs - messaging, location and billing - operators, in particular those in emerging markets, have remained relatively conservative about opening APIs.

The revenue impact of operator API programs is moderate at best.

Operators recognize that the application, not the API, is the end product.

Ultimately the efforts to monetize APIs are about more than building up alternative revenue streams as traditional ones dry up. They are central to broader efforts to accelerate the pace of innovation within the organization.

Synopsis

The Report ‘Telecom APIs - Monetizing Their Most Valuable Assets Is Transforming Mobile Operators' by Pyramid Research examines one of the more striking manifestations of the ongoing transformation of telecom operators - their growing willingness to monetize tightly held assets such as networks, billing systems and user relationships, and to expose APIs to third-party developers. Building on our examination of a dozen operators around the world, the report analyzes the strategic drivers and structures of MNO asset monetization programs, along with their impact on the operations and bottom lines of operators. The report also provides a number of case studies of API programs from around the world.

What else does this report offer?

A clear analysis of the strategic rationale and key drivers behind the trend of exposing APIs.

Key operator business models and tactical approaches to monetizing their API assets.

Detailed investigations into six operator API programs, laid out in detailed case studies.

Crucial market insights based on the analysis of the API programs of 20 key mobile operators globally.

Forty exhibits helping to make sense of the different approaches to asset monetization.

Actionable recommendations for mobile network operators.

Reasons To Buy

Learn best practices from the experience of operators that have launched API programs - successfully or not.

Put some tangible numbers on the revenue potential of opening APIs for your organization.

Assess the various revenue models available when exposing APIs.

Understand the deeper strategic and day-to-day implications of exposing APIs on your organization.

Get the external and internal parameters you need to decide whether your organization should expose APIs.

Get a clear view of the broad KPIs you need in order to assess whether your API program is successful.

Table of Contents

Exposing MNO APIs - Strategic rationales and key drivers

  • Strategic rationales for MNO asset monetization - The revenue challenge
  • Strategic rationales for MNO asset monetization - The disintermediation risk
  • When should telcos consider exposing APIs?
  • Exposing APIs: Timing matters
  • Behind the decision to expose APIs
  • The MNO response - Toward IT-centric models
  • MNO asset monetization - From outsourcing tower operations to opening up customer data
  • Risks of monetizing APIs: Revenue cannibalization, cybercriminality
  • Going API: A summary review
  • The 20 API programs we reviewed

API programs - Program structure

  • API program structure - An overview
  • MNO API programs: Communities, support and revenue sharing
  • API programs - Abandoning the long tail?
  • MNO API programs are gradually narrowing their focus

API programs - What should MNOs expose?

  • The MNO API portfolio - Available API assets
  • Messaging, billing and location are the most widely exposed assets
  • The MNO API portfolio - What are operators monetizing?

API programs - Breaking down the revenue model

  • From wholesale to retail, three main business models
  • Business models: Wholesale
  • Business models: Wholesale with aggregators
  • Business models: Retail
  • API monetization - Free with revenue sharing
  • The evolving revenue model - The application is the product
  • API best practice summary

The impact of API monetization on operational structure

  • The move to monetize assets is strategic
  • A new cultural mindset
  • Looking for the optimal organizational structure
  • Adjusting organizational structure to serve the developer market
  • The MNO API revenue opportunity
  • Revenue benefits will be mostly indirect

API programs - Case studies

  • Telefonica BlueVia: A pioneer in open APIs
    • Telefonica BlueVia's value proposition for developers
    • Telefonica BlueVia roadmap - From app design to experience sharing
    • The BlueVia API approach: A large portfolio of open APIs
    • Telefonica's revenue sharing proposition for developers
    • BlueVia: Outcomes and lessons
  • Dialog Axiata in Sri Lanka: Ideamart
    • The Ideamart API portfolio
    • Ideamart APIs - Revenue and cost model
    • Ideamart's impact
  • Orange Partner program - Structure
    • Overview of Orange Partner program
    • Orange Partner program - A wide range of APIs
  • ATandT Developer Program
    • The ATandT API portfolio
    • ATandT Developer APIs - Revenue and cost model
    • Sample advertising API features of ATandT, AdMob, Millennial and iAD
    • ATandT Developer Program - Impact
    Globe Telecom API program
    • The Globe API portfolio: From SMS to location
    • Globe Labs APIs - Revenue and cost model
    • Globe Labs challenges
    • Globe Labs - Impact
  • Smart Communications API program
    • Smart API scope - SMS, charging and location
    • Smart DevNet - Impact

Key findings and recommendations

  • Key findings
  • Recommendations

Appendix - Acronyms and definitions

  • Acronyms and definitions

About Pyramid Research

Meet us in person

List of Tables

  • Exhibit 1: Mobile revenue CAGRs in select markets, 2011-2015
  • Exhibit 2: Framework for MNO API exposure decision
  • Exhibit 3: Telecom-centric vs. IT-centric business models
  • Exhibit 4: Evolution of MNO asset monetization
  • Exhibit 5: Distribution of API programs examined by region
  • Exhibit 6: API programs reviewed
  • Exhibit 7: Standard components of API programs
  • Exhibit 8: Changing targets of operator API programs
  • Exhibit 9: Overview of the MNO API portfolio
  • Exhibit 10: Proportion of operators offering various types of APIs
  • Exhibit 11: Asset monetization - wholesale approach
  • Exhibit 12: Asset monetization - wholesale approach with aggregators
  • Exhibit 13: Asset monetization - retail approach
  • Exhibit 14: Select API pricing models
  • Exhibit 15: Revenue sharing at five operators
  • Exhibit 16: API program best practices
  • Exhibit 17: Drivers and implications of monetizing APIs
  • Exhibit 18: Organizational structures for monetizing MNO assets
  • Exhibit 19: Global direct MNO API revenue, 2014-2020 (estimates)
  • Exhibit 20: Ideamart API program direct impact
  • Exhibit 21: Telefonica BlueVia key features
  • Exhibit 22: Telefonica BlueVia roadmap
  • Exhibit 23: Characteristics of BlueVia APIs
  • Exhibit 24: BlueVia API revenue sharing - developer percentages
  • Exhibit 25: Ideamart API scope - SMS, USSD, charging, LBS and subscriptions
  • Exhibit 26: Ideamart revenue sharing model
  • Exhibit 27: Data contribution to Dialog mobile services revenue, Q2 2013, 2014, 2015
  • Exhibit 28: Structural evolution of Orange service creation
  • Exhibit 29: Sample APIs of Orange Partner program
  • Exhibit 30: ATandT Developer Program components
  • Exhibit 31: ATandT API scope - From speech to WebRTC
  • Exhibit 32: ATandT API access options for developers
  • Exhibit 33: Advertising API features of ATandT and online service providers
  • Exhibit 34: Globe Labs API scope: SMS, charging, location - and voice
  • Exhibit 35: Globe Labs API pricing
  • Exhibit 36: Globe Labs outreach events
  • Exhibit 37: Globe Telecom mobile voice, messaging and data revenue contributions (estimates)
  • Exhibit 38: Smart DevNet developer guide
  • Exhibit 39: Smart DevNet's free APIs for developers
  • Exhibit 40: Smart Communications' financials, 2012-2014

List of Figures

  • Exhibit 1: Mobile revenue CAGRs in select markets, 2011-2015
  • Exhibit 2: Framework for MNO API exposure decision
  • Exhibit 3: Telecom-centric vs. IT-centric business models
  • Exhibit 4: Evolution of MNO asset monetization
  • Exhibit 5: Distribution of API programs examined by region
  • Exhibit 6: API programs reviewed
  • Exhibit 7: Standard components of API programs
  • Exhibit 8: Changing targets of operator API programs
  • Exhibit 9: Overview of the MNO API portfolio
  • Exhibit 10: Proportion of operators offering various types of APIs
  • Exhibit 11: Asset monetization - wholesale approach
  • Exhibit 12: Asset monetization - wholesale approach with aggregators
  • Exhibit 13: Asset monetization - retail approach
  • Exhibit 14: Select API pricing models
  • Exhibit 15: Revenue sharing at five operators
  • Exhibit 16: API program best practices
  • Exhibit 17: Drivers and implications of monetizing APIs
  • Exhibit 18: Organizational structures for monetizing MNO assets
  • Exhibit 19: Global direct MNO API revenue, 2014-2020 (estimates)
  • Exhibit 20: Ideamart API program direct impact
  • Exhibit 21: Telefonica BlueVia key features
  • Exhibit 22: Telefonica BlueVia roadmap
  • Exhibit 23: Characteristics of BlueVia APIs
  • Exhibit 24: BlueVia API revenue sharing - developer percentages
  • Exhibit 25: Ideamart API scope - SMS, USSD, charging, LBS and subscriptions
  • Exhibit 26: Ideamart revenue sharing model
  • Exhibit 27: Data contribution to Dialog mobile services revenue, Q2 2013, 2014, 2015
  • Exhibit 28: Structural evolution of Orange service creation
  • Exhibit 29: Sample APIs of Orange Partner program
  • Exhibit 30: ATandT Developer Program components
  • Exhibit 31: ATandT API scope - From speech to WebRTC
  • Exhibit 32: ATandT API access options for developers
  • Exhibit 33: Advertising API features of ATandT and online service providers
  • Exhibit 34: Globe Labs API scope: SMS, charging, location - and voice
  • Exhibit 35: Globe Labs API pricing
  • Exhibit 36: Globe Labs outreach events
  • Exhibit 37: Globe Telecom mobile voice, messaging and data revenue contributions (estimates)
  • Exhibit 38: Smart DevNet developer guide
  • Exhibit 39: Smart DevNet's free APIs for developers
  • Exhibit 40: Smart Communications' financials, 2012-2014
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