MEF Smart Pipe Enablers Webinar

1. MEF Smart Pipe Enablers Webinar Unlocking the Opportunity for Future Content Distribution Models

2. 1 Agenda Introduction to the Panel What is the MEF Initiative about? Presented by Christian Rouffaert, Accenture Commercialising new APIs and API wish list Presented by Glyn Povah, O2 The �Smart Pipe Opportunity� Presented by Ray De Silva, Vodafone Outline of the four main classes of enablers (Delivery, Charging, Handset Context, Subscriber Insight) Presented by Andrew Bud, mBlox and MEF What is currently happening in the market? Presented by Graham Trickey of the GSMA Discussion and Questions

3. 2 Initiative Leaders and Supporters

4. 3 Market Background Apple has shown that consumers have a much bigger appetite for consuming mobile content than previously thought (over 1 billion downloads already). This uptake is driven by a good user experience and the accessibility to diverse and rich media content. Quality, reliability and simplicity can only be enhanced by operator enabling services, which alone can give the media/content owner/ retailer the necessary visibility and control they need.

5. 4 What are �Enabling� Services? Currently non-operator enterprises act as content publishers/retailers, sourcing content and investing in services. To enhance & deliver services, they buy certain �services� from the operators. These are known as �enabling services�, which �enable� a 3rd party to create, deliver & bill for mobile content service. Quality, reliability and simplicity can only be enhanced by operator enabling services.

6. 5 Smart Pipe Enablers World

7. What are MEF�s Goals? Provide a key forum for content owners and application developers to articulate and communicate their functional, technical and commercial requirements. Working with MNOs to educate the media and content owners, content retailers, social networking and for those who are in the direct to consumer space. The implementation by operators of a coherent and market-focused set of smart-pipe enabling services, based on standards which fully recognise the needs of the content community. The enthusiastic uptake of newly-available enabling services by content and service providers, so as to encourage operators to implement the broadest range of enabling services.

8. Commercialising New APIs Glyn Povah

9. Commercialising new APIs Litmus has already opened up a number of new APIs: Manage Device API View Account Status API Manage Post Pay Bolt On�s API View Device Compatibility API We have been in discussions with content providers, developers and aggregators regarding what APIs they would like (and therefore see commercial value from) Also involved in MEF Smart Pipes Initiative, GSMA One API

10. API wishlist Handset Lookup (esp. for Web and SMS) Prepay / Postpay Lookup Charge Advice (i.e. will this charge request succeed?) Price Plan Lookup Data Price Plan Lookup Sell Data Bolt-on�s (Affiliate Scheme?) 3G/2G Handset Lookup 3G/2G SIM Lookup / Bearer Detection Roaming Lookup (is customer abroad? If yes what country?) Handset Configuration Check (does it have correct settings for�?)

11. Vodafone B2B Enablers The �Smart Pipe� opportunity

12. The landscape Consumers are becoming more sophisticated and demanding better user experience Where the user experience is right we see significant multiples of usage propensity Given the right experience they will pay for just about anything It�s an attractive opportunity and the race to deliver is on with a crowded eco-system of players jostling for position With increased end user revenues possible, Internet players, terminal manufacturers and MNO�s are all competing for increased customer attention The MNO challenge is to develop a highly scaleable yet rich set of network enablers across a range of devices to support own and 3rd pty services Common objectives include cost reduction & rapid time to market Only a holistic approach will work and significant technical and commercial re-engineering required

13. Propensity to use is c4X more than all users and c2X more than other smart phone users

14. Great user experience + pricing = usage explosion

15. Vodafone announcement May 09�. Third party developers get: A single point of access to millions of Vodafone customers across the globe Faster time to market for new products and services across several operating systems and handsets Enhanced revenue stream opportunities Simplified micro-payments for services through the use of Vodafone�s existing billing systems Customers get: A greater selection of more compelling internet applications and services More convenience and greater flexibility in paying for new services A simpler and more intuitive mobile internet experience Consistent quality of service across the entire Vodafone footprint

16. Use case: Charging

17. Vodafone Charge to Bill Enables online and mobile merchants to bill their consumers for low cost content and services directly on the user mobile - contract or pre-pay No pre-registration necessary reduces typical barriers to purchase Genuine �single click� payment experience, making it easy for consumers to buy a wide range of content and services and delivering high conversion rates/repeat revenues for merchants Offers merchants complete flexibility and control of their pricing model - also supports subscription service billing and In-application billing delivering a greater user experience and optimising the revenue potential for the merchants Reliable � the transactions are processed in real time, there is instant notification of payment success or failure and a transparent audit trail � so any issues can be detected and followed up immediately Funds Reservation and Capture capabilities make it possible for merchants to confirm content has been successfully downloaded before final payment is taken, reducing the need for refunds

18. Outline of the main classes of enablers Andrew Bud

19. Types of Smart Pipe Enablers Network Provided (eg GSMA One API) Delivery Charging Handset context Subscriber Insight Handset Provided (eg OMTP Bondi) Transmission control (eg calls, SMS) Screen Control Radio and network status (eg location, data speed) Other handset resources control & status (eg GPS, accelerometer, camera)

20. Network Enablers: Delivery Examples Transmission: MT SMS & MMS, call setup Reception: MO SMS & MMS, call routing Simplified numbering and routing plans for access shortcodes, custom URL resolution Special low tariffs for user access Freephone (0800) Sender-pays data Network Content Path intervention Ringback tone provisioning Quality of service Guaranteed maximum latency for SMS/MMS and IP Guaranteed minimum network throughput for IP downloads Streaming support

21. Network Enablers: Charging Examples Charge to bill: Premium SMS Charge to bill: Premium Click-to-Buy (WAP Billing) Charge to bill: Premium silent billing Charge to account: stored value accounts Charge to account: money transfer Credit to bill/ credit to account NFC-authorised charge to account

22. Network Enablers: Handset Context Examples Interrogating network knowledge Location Age verification Other content/billing filters Radio connection type and status Handset type and software release Handset memory status SIM subscription type and data plan Alerting from network knowledge Location etc.

23. Network Enablers: Subscriber Insight Examples Demographic lookup Basic audience profile parameters Can be inferred approximately or mined precisely Age Gender Socio-economic class Marketing location region May be used to scale and justify CPM-based advertising Behavioural lookup Individual activity-based metrics May serve to maximise targeting of CPC/CPM-based advertising

24. Overview for the Mobile Entertainment Forum Open Network Enablers API

25. GSMA 3rd Party Access: OneAPI What? a set of open network enabler APIs (OneAPI) that can be supported across mobile operators and other networks. Why? To unlock valuable network enablers in a consistent fashion, and thus reduce the time developers spend integrating to multiple operators. Initial enablers for the API are Charging, Location, Messaging, with more to come. How? lightweight APIs to encourage portability of Mobile apps but still allow for competition and differentiation between operators; also commercial and operational facilitators to reduce fragmentation Who? GSMA working group of operators, vendors, aggregators; plus developer collaboration. Aimed at small innovators and Web developers who can benefit from the reduced integration effort to deliver consumer, enterprise and convergence applications across operators. When? Commercial implementations Q1 2010 Another benefit of OneAPI is that it can be deployed on other networks, such as fixed, broadband, IMS. This will facilitate convergence applications using capabilities across networks. - Next APIs are Data Connection Profile; an API that can help personalise the service delivered based on the delivery context, and we will alo be looking at �Click to call� and SMS triggering of applicationsAnother benefit of OneAPI is that it can be deployed on other networks, such as fixed, broadband, IMS. This will facilitate convergence applications using capabilities across networks. - Next APIs are Data Connection Profile; an API that can help personalise the service delivered based on the delivery context, and we will alo be looking at �Click to call� and SMS triggering of applications

26. OneAPI phase 1

27. OneAPI first phase

28. OneAPI Reference Implementation

29. OneAPI phase 2

30. GSMA Project participants All Major European Operators, plus major USA, Canadian & Asian Operators Enterprise and SDP Vendors Developer involvement via portal Liaisons/collaboration with OMA, OMTP BONDI, MEF, TM Forum

31. Thank you!

32. 31 Key Deliverables � next 12 months Industry survey White Paper explaining the Enablers concept. MEF service definitions for key enablers: objectives, functional capabilities and regulatory implications etc. Acceptance by other bodies of the MEF service definitions as the basis for their technical definition of enabler API standards. Identified needs for technical standardisation of enablers by other institutions where such needs are not already being addressed. Surveys of members on the value of enablers to operators, vendors, intermediaries and the content industry.