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Mobile Internet Fulfillment Exchange [MIFE] TADSummit Keynote by Amos Manasseh, Axiata Group. 12-13 November Istanbul Turkey, POint Hotel Taksim. Axiata Digital Services Practice Lead, Group API Ecosystem.
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TAD SUMMIT ISTANBUL 2014Mobile Internet Fulfillment Exchange [MIFE]
company confidential
Axiata Digital Services Confidential Page 2
Axiata Digital Services Practice Lead | Group API Ecosystem
AMOS MANASSEH
Axiata Digital Services Confidential Page 3
WE RECOGNISE OTTs ARE EVOLVING RAPIDLYWE NEED TO EMBRACE AN OPEN PARTNERSHIP MODEL
Page 3
MNOs must adapt & evolve to enable quick and easy strategic partnership with OTTs and underpin their position in the ecosystem
We must change our processes and hire / re-train to implement them
We must establish a new collaboration layer with web-centric interfaces to enable friction-free interoperability & partnership
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2
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Axiata Digital Services Confidential Page 4
THE FIRST THING WE DID WAS TRY AND ADDRESS LONG TAILWE WANTED TO LEARN, REFINE AND ITERATE
Axiata Digital Services Confidential Page 5
2900+ Apps/Services
KEY REASONS FOR SUCCESS WERE SIMPLICITY, MINIMUM ENTRY BARRIERS, COMMUNITY ENGAGEMENT
Axiata Digital Services Confidential Page 6
TO ACCELERATE THE VISION FOR AXIATA WE CREATED A SMALL DEDICATED TEAM EMPOWERED TO CHANGE THINGS
Simplify
Reduce cost
Engage
Plug & Play
Agile Dev
Light
Process
Axiata Digital Services Confidential Page 7
WE DECIDED TO TRY AND EMULATE BEST PRACTICES FROM AGILE BUSINESSES – by creating a modular “Internet enabling layer”
API HUB
AdminReportingACR Module
CommercialModule
API StoreSelf Service
Operator PortalSelf Service SP
Portal
AXIATA OPCOS PLUGGED IN
Connected to GSMA Hub AND
Exchange
SMS DoB LBSMC
Working with hSENID for Long Tail
API MANAGER
USSD
Axiata Digital Services Confidential Page 8
WE CREATED REUSABLE COMPONENTSTO GROW OUR ECOSYSTEM FAST
1. Single MNO can offer GSMA APIs, & Mobile Connect
2. Publish & manage bespoke APIs
MIFE HUBMIFE Gateway
Low cost, robust & highly scalable, cloud or on premise
1. A Hub with all Gateway features which aggregates several MNOs.
2. A single MNO or 3rd party may host this node on behalf of several MNOs.
Axiata Digital Services Confidential Page 9
AXIATA CREATED A CONNECTED ECOSYSTEM WITH A COMMON INTERCONNECT LAYER – Mobile Internet Fulfillment Exchange
Axiata Digital Services Confidential Page 10
WE EMBRACED NEW CONCEPTS TO ACHIEVE SCALABILITY & SPEED TO MARKET - ELIMINATING COST & EXECUTION FRICTION
Open Source
Modular
Hybrid Deployment
Flexible Configuration
Low Cost
Axiata Digital Services Confidential Page 11
WE ARE OPEN SOURCING MIFE TELCO PLATFORM WSO2 OFFERING FULL ENTERPRISE GRADE SUPPORT
Very low barrier to entry – open source low cost startup
Supported Open Source model
Download and try for free with no risk
OneAPI and Mobile Connect Compliant – with local ID Server
Dialog Telco launched 15 apps last year – Digital services launched 2000 with MIFE
Quick install toolkit for an MNO to start an API play in weeks
Publish a new API in daysAggressive Telco road map covering all key strategic verticals
The MIFE stack will be available to all operators, service providers and developers in Q1 2015
Axiata Digital Services Confidential Page 12
The Mobile Internet & Fulfillment Exchange
Axiata Digital Services Confidential Page 14
RUDE QUESTIONS
Why has Dialog succeeded where developed market Telcos have struggled?
• Flexible technology, low cost development, dedicated team, nurture ecosystem,
partnership and reduce margins to grow system – don’t be greedy
What is the one thing you would do differently in Ideamart?
• Start quicker, be more confident in our own skills, embrace fail fast mode,
Is your experience addressable to developed markets?
• Yes if you nurture and understand ecosystem …. And don’t be greedy
How do you see the Telecom API ecosystem evolving?
• Interoperability, collaboration, ….
Can Telcos innovate, or should they leave that to other companies?
• Yes if they empower their teams, create innovation processes and re-base expectations
But can Telcos work with other companies?
• Yes if they rebase their expectations.