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MetaSwitch CTO Chris Mairs gave this presentation at eComm 2009. Content and visuals created by Andy Randall for Chris (who is himself blind).
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Ingredients for a Successful Service Innovation EcosystemChris Mairs, CTO, MetaSwitch
Some Examples
17 million iPhones sold
15,000 applications
500 million downloads
5 million downloads / day
175 million active users
660,000 developers
52,000 applications
140 new apps / day
Ingredient #1
Opportunities for Innovation
Accelerometers
Multi-touch
gestures
Massive pre-existing
network of friends
GPS
Ingredient #2
Low Barrier to Product Creation
Simple apps can be successful
Ingredient #3
Clear Route to Market
Key Ingredients
Opportunities for innovation
Low barrier to
product creation
Clear route to market
Where’s the Beef?
Few Good Telephony Apps
Why Are Telephony Apps Scarce?
• The innovation opportunity is
not obvious
• How many variants of Find-
me/Follow-me are there?
• Why are there more
Salesforce mashups than
Salesforce users?
• SDK restrictions
Opportunities
for innovation
Why Are Telephony Apps Scarce?
! Hide legacy/TDM grunge
! Provide familiar paradigms
(RESTful APIs, etc)
Low barrier to
product creation
Why Are Telephony Apps Scarce?
! Hide legacy/TDM grunge
! Provide familiar paradigms
(RESTful APIs, etc)
The Simple Development ILLUSION! Regulatory issues
! Billing and inter-carrier comp
! Stateful error handling and corner conditions
! Design and testing is difficult
! Must interact with network infrastructure
! Security policy
Why Are Telephony Apps Scarce?
Clear route
to market
Mass-market approach is
not suitable for high-cost,
high-utility applications
Why Are Telephony Apps Scarce?
Clear route
to market
Mass-market approach is
not suitable for high-cost,
high-utility applications
Why Are Telephony Apps Scarce?
Clear route
to market
One-off download fee is
often not the best revenue
model
How can a
service providermake a
telephony ecosystem
work?
Embrace Innovative Devices
XML applications
on SIP business
phones
Embrace Innovative Devices
“If ever a home phone could be an
object of desire, this is it.”!
Enable Seamless Integration
Network services (e.g. network address
book, shared call list, message store)
Parallel APIs for different device types
(RESTful XML, JavaScript libraries,
EBIF, ...) - one size doesn’t fit all
One-touch distribution mechanisms for
users to acquire widgets for multiple
device types
Lower Barrier to Product Creation
•Reuse existing Web 2.0 paradigms
•Pre-canned widgets
•Lots of tutorials
•Sample “GA quality” code
Create a Clear Route to Market
Network
Platform
MetaSwitch Strategy
Social
Community
Third-party
developers
200+
partners
400+ carrier
customers
" leadership
" right APIs
" sand box
" tutorials
" source code
" blogs, forums
" engineering
resources
• .
•
• .
•
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