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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