accelerating innovation with apis: social tv case study at orange
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Presentation of Accelerating Innovation with APIs: Social TV case study at Orange by Nicolas Bry, SVP Orange Innovation, at Telecom APIs.TRANSCRIPT
Accelerating Innovation with APIs:Social TV case study at OrangeSocial TV case study at Orange
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Nicolas Bry SVP Orange Innovation
1Orange restricted - ConfidentialOrange N Bry– 2013 Nov, 12
Nicolas Bry, SVP, Orange Innovation
Telecom API, 2013 November 12, London
Agendag
Open innovation and distributed business model
Orange case studyOrange case study
Modular Design Thinking and Governance
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Scaling-up your business with APIsg p y
New revenue streams
Extending reach & usage
New distribution channels
Facilitating partnershipg
Graduated opening
APIs domino effect is its killer appkiller app
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Don’t miss the API train
10,000 partners and $2 billion revenue per year at Expedia Affiliate Net orkAffiliate Network
Salesforce founded on API providing Cloud CRM services
20,000 developers use Netflix API, 800+ devices stream Netflix content
Facebook Connect API has standardized credentials Facebook Connect API has standardized credentials, creating a universal ID for the digital world
Amazon Web Services generated m$750 in 2011a o eb Se ces ge e ated $ 50 0
30 minutes to share resources through internal Comcast API compared to months in the past
AT&T offering 79 APIs to third parties
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Source: FaberNovel, 6 Reasons Why APIs Are Reshaping Your Business, November 2012
Open innovation means assembling a p gglobal jigsaw
Cooperation principles are powerful, but demanding
– Trust, networking culture, time & commitment
APIs open ocean of possibilities
Letting other take control– Letting other take control,and create value (disjunction)
– Loose coupling– Concurrent connections & Reuse– Cross functional enhancement
APIs are explicit knowledge on the shelf
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Internet of Things relies on the success gof its APIs
Connected objects track & record data
API expose data, allowing 1/3 party developers to craft apps leveraging data
Creative apps extend connected Creative apps extend connected objects’ value
Your ‘intelligent thing’ doesn’t have toYour intelligent thing doesn t have to be so smart
API i lik i th l ’API is like using other people’s wheels to get you moving
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From Modular Design to creative APIg
‘Modularity in the Design of Complex Systems’ (Baldwin and Clark)
– Top Down breakdown of complex projects into separate modulesf Moving from passive to active components
– Bottom Up organic APIs, providing a ‘toolbox for design’APIs Ecosystem APIs Ecosystem
– Activating the intelligence of the many– Business API-ificationBusiness API ification
When every business is an API, new businesses form instantly by linking
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Agendag
Open innovation and distributed business model
Orange case studyOrange case study
Modular Design Thinking and Governance
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Social TV in France
Popular shows over 100k tweets up to 1 45m Tweets Popular shows over 100k tweets up to 1,45m Tweets
User benefits: storytelling, instant validation, listening, interacting
Offi i l H ht t Li T ti T t ti Official Hashtags, presenters Live Tweeting, Tweets curation
2ndscreen appsTF1 C M6 C l F– TF1 Connect, M6, Canal+ Foot
– Devant La Télé, TV Tweet– Programme TV d’Orange & TV Check
Business impacts
– Ratings, marketing, production,d &sync ad &m-commerce
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Functional focus: ‘filtering’g
Making comprehensible Making comprehensible social buzz
Facilitating content Facilitating content discovery and interaction
Enhancing content value + promoting programmes +promoting programmes + embracing new behaviour =customer loyalty
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Moving fast through an APIg g
API + Curation console
Multiple parallel roll-out
No app installation
Buzz in familiar end-user environment
Over multiple screens
Modular design is the secret!
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10 Orange services connected in less gthan a year
Social TV
Sports
Movies Movies
VoD
Video Games
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http://studio.stupeflix.com/v/GQfRwEOuqX/
Next challenge: Orange Toolbox for g gAfrican Mobile Entrepreneurs
Drilling access to Orange capabilities to support Mobilecapabilities to support Mobile Entrepreneurs
1. Core Network APIs2. Regional APIs3. Open Data APIs
Connected once, reach everywhereeverywhere
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Nurturing an innovation ecosystem with Orange network assets
On a broader scope, Orange Partner p , gpresents renewed API portfolio for 2014
build relationships with the right Orange contacts for developers and start-ups
access Orange APIs, encouraging service innovation and usage increase
the route to Orange promotion channels the route to Orange promotion channels, pushing your content to our customers
collaboration and knowledge sharing tocollaboration and knowledge sharing to accelerate service creation
coach start-ups and facilitate investment with Iris Capital in Europe
join our community www orangepartner com
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join our community www.orangepartner.com
Agendag
Open innovation and distributed business model
Leveraging APIs internallyLeveraging APIs internally
Modular Design Thinking and Governance
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Modular Design Thinking: ‘designing g g g gwith’, rather than ‘designing for’ Meaning
– Enticing belief Target
– Power of samenessMake it hard to misuse– Make it hard to misuse
– Be your own customer Evolutivityy
– Start with MVP, ensure roomfor extensibility
S l bilit Scalability
Community
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– API staging (data viz), ‘killer demon-app’, interaction, hackaton
Systemic governancey g
Innovation team Innovation team
Portfolio management
Open Source– Open Sourcemodularization and distribution
Amazon, plowing it since 2002
– “All teams will henceforth expose their data and functionality through service interfaces (API)through service interfaces (API)
Time for innovators to step in, and for marketers to think in t f APIterms of API
APIs-based system drives to growth at lightening speed
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APIs based system drives to growth at lightening speed
Thank you!y
18Orange restricted - ConfidentialOrange N Bry– 2013 Nov, 12www.RapidInnovation.fr @NicoBry