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  4. > Mobile Network Operator VAS and APIs: MVAS and API Market Opportunities and Forecasts 2015 - 2020

Overview:

Mobile Value-added Service (VAS) applications represent a key aspect to the ongoing success of mobile network operators and everyone in the mobile communications value chain. With core services, such as bear voice and data communications becoming commodity offerings, wireless service providers are dependent on VAS applications to drive additional revenue and improved margins.

The global application development community is becoming increasingly aware of Telecom Application Programming Interface (API) as a means of accessing data for a variety of communications-enabled applications. Telecom Network APIs capitalize on existing network infrastructure and platforms to facilitate many new business opportunities for global Communication Service Providers (CSP) to offer Business-to-Business (B2B) services in a Data as a Service (DaaS) basis.

This research represents analysis of the MVAS markets, and applications. In addition, the report evaluates market opportunities for mobile VAS, markets, mobile commerce applications. It includes market opportunities and forecasting to 2020 for mobile VAS applications including worldwide mobile games markets and the potential revenues.

Our research also identifies key issues and concerns such as security and privacy in mobile VAS and mobile commerce in particular. We evaluate global market dynamics through analysis of specific regions and countries. This report also provides an in-depth assessment of the global Telecom Network API market, including business models, business case, best practices, value chain analysis, operator and vendor strategies, vision for the future of telecom data, and a quantitative assessment of the industry from 2015 to 2020.

This report includes forecasts in the following MVAS and API areas:

Mobile Network VAS Market Revenue 2015 - 2020
Mobile Augmented Reality App Revenue 2015 - 2020
Mobile Augmented Reality App User 2015 - 2020
Mobile Virtual Reality App Revenue 2015 - 2020
Mobile Virtual Reality App User 2015 - 2020
Public Safety LTE Network & Mobile Broadband Market Revenue 2015 - 2020
Public Safety LTE Network & Mobile Broadband User 2015 - 2020
Operator Carrier Exchange (OCX) Market Revenue 2015 - 2020
Mobile Cloud Services Revenue 2015 - 2020
Global Mobile Payment Market Value 2015 - 2020
Global Mobile Payment User 2015 - 2020
Global Mobile Advertising and Marketing Revenue 2015 - 2020
Global M2M VAS Management Revenue 2015 - 2020
Global Cellular M2M Network Connection 2015 - 2020
Global Mobile Gaming Revenue 2015 - 2020
Global Mobile Gaming User 2015 - 2020
Global Proximity Based Mobile Social Networking Apps and Mobile Messaging Apps Revenue 2015 - 2020
Global Proximity Based Mobile Social Networking Apps and Mobile Messaging Apps User 2015 - 2020
Global IoT Product and Service Solution Revenue 2015 - 2020
Global IoT Product and Service Solution Installed base 2015 - 2020
Global Mobile Big Data Service and Solution Market Revenue 2015 - 2020
Global SDM Software and Service Solution Revenue 2015 - 2020
Telecom Network API and Application Solution Market Revenue 2015 - 2020
Wearable Connected Mobile VAS Apps Revenue 2015 - 2020
Mobile Healthcare Apps and Service Market Revenue 2015 - 2020
Mobile Healthcare Apps and Service User 2015 - 2020
Mobile Agriculture VAS Application and Solution User 2015 - 2020
Global Mobile and Social TV Application and Service Revenue 2015 - 2020
Global Mobile and Social TV Viewer and User 2015 - 2020
Global Mobile Music Apps and Service Revenue 2015 - 2020
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Target Audience:
Mobile API providers
Mobile VAS companies
Mobile device manufacturers
Application stores/aggregators
Cloud application management companies
Mobile network operators and their partners
Mobile VAS application development companies
Mobile infrastructure and support service providers

Report Benefits:
Forecasting for key Value-added Service (VAS) applications
Understand the role and importance of VAS applications for the network operator
The Business Case for Telecom Network APIs: An assessment of the business case for Telco Network APIs
Understand the impact of LTE on the supply/demand dynamics of data and how this impact the ecosystem
Identify key VAS applications that will develop new revenue streams and improve profitability for network operators
Identify important VAS applications within each major area including gaming, LBS, mobile marketing, commerce, and more
Understand the impact of Over the Top (OTT) applications and how network operators can combat this threat to their business
Identify the business case for key VAS applications that network operators can implement to combat the threat of OTT applications
Market Analysis and Forecasts: A global and regional assessment of the market size and forecasts for the telecom API market 2015 to 2020

Table Of Contents

Mobile Network Operator VAS and APIs: MVAS and API Market Opportunities and Forecasts 2015 - 2020
Table of Contents:

Mobile Value-add Services (MVAS) Markets, Applications, and Opportunities

1.0 EXECUTIVE SUMMARY 12
2.0 INTRODUCTION 14
2.1 WHAT IS MOBILE NETWORK VAS? 14
2.2 MARGINALIZATION OF BEARER SERVICES AND GROWING DEPENDENCY ON VAS 14
2.2.1 THE DEGREE OF DEPENDENCY OF VAS TO OTHER SERVICES 15
2.2.2 PREVAILING VARIANCES OF CONTENT PREFERENCES 15
2.3 SUBSCRIPTION VS. ON-DEMAND MOBILE NETWORK VAS 15
2.4 P2P VS. A2P MOBILE NETWORK VAS 16
3.0 MOBILE NETWORK VAS FRAMEWORK BY TYPES 17
3.1 CONTENT 17
3.1.1 CONTENT DELIVERY 18
3.1.2 CHARGING PREMIUM CONTENT 19
3.1.3 ONLINE BILLING SERVICES 20
3.2 COMMERCE 20
3.3 COMMUNICATION 22
3.3.1 CORE SERVICES 22
3.3.2 VALUE-ADDED SERVICES 23
3.4 APPLICATIONS 23
4.0 MOBILE NETWORK VAS GROWTH DRIVER ANALYSIS 24
4.1 NEW VS. UNPROVEN APPLICATIONS 24
4.2 MARKET DRIVER: TARGETED OFFERINGS AND PREMIUM SERVICES 25
4.3 INTERNET PROTOCOL AND WEB-BASED APPLICATIONS 25
4.4 NEXT GENERATION NETWORKS A DRIVER FOR MOBILE NETWORK VAS 26
4.5 GROWTH PROSPECTS FOR MOBILE NETWORK VAS 26
5.0 MOBILE NETWORK VAS MARKET CHALLENGE ANALYSIS 27
5.1 IMPACTS 27
5.1.1 IMPACT ON EXISTING APPLICATIONS AND SERVICES 28
5.1.2 IMPACT ON OPERATIONS 29
5.1.3 IMPACT ON PARTNERS 29
5.2 STRATEGIES 32
5.2.1 NETWORK OPERATOR STRATEGIES AGAINST OTT 32
5.2.2 NETWORK OPERATOR STRATEGIES FOR API'S 33
5.2.3 STRATEGIES FOR THIRD PARTY CONTENT AND COMMERCE 34
6.0 MOBILE NETWORK VAS ECOSYSTEM ANALYSIS 35
6.1 SUPPLY CHAIN 35
6.1.1 ALCATEL LUCENT 35
6.1.2 COMVERSE 35
6.1.3 ERICSSON 36
6.1.4 NOKIA-SIEMENS NETWORKS 36
6.1.5 SYNIVERSE 36
6.1.6 TRANSACTION NETWORK SERVICES 36
6.2 MOBILE NETWORK VAS PARTNERS 36
6.3 MOBILE NETWORK VAS COMPETITORS 36
6.3.1 APPLE 36
6.3.2 FACEBOOK 38
6.3.3 GOOGLE 39
6.4 MAJOR MOBILE NETWORK OPERATORS 41
6.4.1 ATandT 41
6.4.2 SPRINT NEXTEL 41
6.4.3 VERIZON 41
6.5 MOBILE NETWORK OPERATOR STRATEGIES 41
6.6 MOBILE NETWORK OPERATOR API VALUE CHAIN 42
6.7 MOBILE NETWORK PARTNERSHIPS 43
6.7.1 PUT STRATEGIC FOCUS ON SERVICE MASH-UP TREND 44
6.7.2 SOLID NGN SERVICE TRANSFORMATION PLAN IS FIRST 45
7.0 MOBILE NETWORK VAS APPLICATION IN INDUSTRY VERTICAL 2015 - 2020 47
7.1 VAS TRANSFORMATION AND MARKET OPPORTUNITIES 47
7.1.1 GLOBAL MOBILE NETWORK VAS MARKET PROJECTION 2015 - 2020 47
7.2 NATIVE MOBILE APPLICATIONS 48
7.2.1 GLOBAL MOBILE APP MARKET PROJECTION AS NETWORK VAS 2015 - 2020 49
7.3 AUGMENTED REALITY (AR) 49
7.3.1 AR COMMERCE APPLICATION 51
7.3.2 AR APPLICATION AREAS 51
7.3.3 AR DEPLOYMENT STAGES 52
7.3.4 AR 3D APPLICATIONS 53
7.3.5 AR FOR TRACKING USER POSITION 54
7.3.6 QR CODES 55
7.3.7 MOBILE SYSTEMS IN AR 56
7.3.8 COLLABORATIVE APPLICATIONS 59
7.3.9 AUGMENTED REALITY CHALLENGES 60
7.3.10 AR APPLICATIONS 62
7.3.11 AR IN TOURISM 64
7.3.12 AR AND FACE RECOGNITION 65
7.3.13 CASE STUDY: HOW MOBILE CAN BENEFIT FROM AUGMENTED REALITY 65
7.3.14 GLOBAL AR APPLICATION MARKET PROJECTION 2015 - 2020 65
7.4 VIRTUAL REALITY (VR) 67
7.4.1 VIRTUAL REALITY IN INDUSTRY VERTICAL 68
7.4.2 LATEST VR DEVELOPMENTS 68
7.4.3 GLOBAL VR APPS MARKET PROJECTION 2015 - 2020 69
7.5 PUBLIC SAFETY AND MOBILE BROADBAND 70
7.5.1 MARKET PROJECTION 2015 - 2020 70
7.6 OPERATOR CARRIER EXCHANGE (OCX) 72
7.6.1 MARKET PROJECTION 2015 - 2020 73
7.7 MOBILE CLOUD SERVICES AND SOLUTION 73
7.7.1 MARKET PROJECTION 2015 - 2020 74
7.8 MOBILE PAYMENT 78
7.8.1 MOBILE COMMERCE 78
7.8.2 MOBILE MONEY 89
7.8.3 MOBILE BANKING 120
7.8.4 MOBILE CHECKOUT 124
7.8.5 MOBILE SHOPPING 124
7.8.6 STORED VALUE AND THIRD-PARTY PAYS 132
7.8.7 MOBILE EDUCATION 134
7.8.8 GLOBAL PAYMENTS MARKET PROJECTION 2015 - 2020 138
7.9 MOBILE MARKETING AND ADVERTISING 139
7.9.1 PULL VS. PUSH MARKETING 140
7.9.2 PERMISSION-BASED MARKETING 140
7.9.3 BANNER AND LINK ADVERTISING 140
7.9.4 MOBILE COUPONING 141
7.9.5 MOBILE SEARCH 141
7.9.6 LOCAL SEARCH 141
7.9.7 SOCIAL SEARCH 142
7.9.8 DIRECT RESPONSE MOBILE MARKETING 143
7.9.9 MOBILE BARCODES 145
7.9.10 MOBILE ADVERTISING/MARKETING LANDSCAPE 147
7.9.11 MOBILE MESSAGING, MOBILE SEARCH CRITICAL ADVERTISING TOOL 148
7.9.12 LOCALIZED MOBILE ADS DRIVE KEY SALES IN SPECIFIC VERTICALS 151
7.9.13 MOBILE VIDEO AND APPS IS FASTEST GROWING CONTENT SECTOR 151
7.9.14 MOBILE MARKETING VENDORS 152
7.9.15 ADVERTISING NETWORKS 153
7.9.16 MARKET PROJECTION 2015 - 2020 156
7.10 MACHINE TO MACHINE (M2M) 156
7.10.1 M2M VALUE PROPOSITION 157
7.10.2 M2M APPLICATIONS 158
7.10.3 MOBILE NETWORK OPERATOR (MNO) STRATEGIC INITIATIVE ANALYSIS 161
7.10.4 MARKET PROJECTION 2015 - 2020 165
7.11 MOBILE GAMING 166
7.11.1 SOCIAL LOCATION GAMING 166
7.11.2 MARKET PROJECTION 2015 - 2020 167
7.12 MOBILE SOCIAL NETWORKING AND MESSAGING 168
7.12.1 MESSAGING 168
7.12.2 SOCIAL NETWORKING 169
7.12.3 COMMUNICATIONS CONTROL 175
7.12.4 LOCATION-BASED SERVICE APPLICATIONS 177
7.12.5 MARKET PROJECTION 2015 - 2020 190
7.13 THE INTERNET OF THINGS (IOT) 191
7.13.1 CONVERGENCE OF M2M, IOT, SOCIAL, AND BIG DATA = HUGE OPPORTUNITY 192
7.13.2 CONNECTED DEVICE 194
7.13.3 MARKET PROJECTION 2015 - 2020 195
7.14 MOBILE BIG DATA 196
7.14.1 MARKET PROJECTION 2015 - 2020 198
7.15 SUBSCRIBER DATA MANAGEMENT (SDM) 198
7.15.1 MARKET PROJECTION 2015 - 2020 200
7.16 TELECOM API AND MANAGEMENT 200
7.16.1 TELECOM API CATEGORIES 201
7.16.2 SDM AND API'S 202
7.16.3 MARKET PROJECTION 2015 - 2020 204
7.17 CONNECTED WEARABLE 204
7.17.1 RECENT DEVELOPMENTS IN WEARABLE COMPUTING DEVISES MARKET SPACE 204
7.17.2 WEARABLE WIRELESS APPLICATIONS 208
7.17.3 MARKET PROJECTION 2015 - 2020 209
7.18 MOBILE HEALTHCARE 209
7.18.1 MARKET PROJECTION 2015 - 2020 210
7.19 MOBILE AGRICULTURE MARKET PROJECTION 211
7.20 MOBILE AND SOCIAL TV 212
7.20.1 MOBILE AND SOCIAL TV ECOSYSTEM 212
7.20.2 THE OPERATORS ROLE 214
7.20.3 HANDSET MANUFACTURERS ROLE 215
7.20.4 SOFTWARE VENDORS ROLE 219
7.20.5 BUSINESS MODEL IN MOBILE TV 219
7.20.6 SPECTRUM ISSUE 221
7.20.7 INTEGRATED HOME ENTERTAINMENT: INTERNET, TV, GAMING 222
7.20.8 STREAMING VIDEO 223
7.20.9 MARKET PROJECTION 2015 - 2020 226
7.21 MOBILE MUSIC MARKET PROJECTION 2015 - 2020 227
7.22 OTHER VAS APPLICATION OPPORTUNITIES 227
7.22.1 USER GENERATED CONTENT 227
7.22.2 PUSH TO "X" CONTENT, COMMERCE, COMMUNICATIONS, AND APPLICATIONS 228
7.22.3 MOBILE GOVERNMENT 229
7.22.4 VOICE OVER LTE (VOLTE) 243
7.22.5 VIDEO SERVICE 246
7.22.6 RICH COMMUNICATIONS SERVICES (RCS) 253
7.22.7 LTE DIRECT 257
8.0 MOBILE NETWORK VAS BUSINESS CASE AND ROI ASSESSMENT 263
8.1 CHARGING MODEL FOR MOBILE NETWORK VAS 263
8.1.1 SUBSCRIPTION CHARGING 263
8.1.2 PER-USE SERVICES CHARGING 263
8.1.3 ON-DEMAND SERVICE CHARGING 264
8.1.4 MOBILE CLOUD VIDEO CHARGING 264
8.2 ROI CENTRIC BUSINESS MODEL: AGRI VAS CASE 266
8.2.1 THE DIRECT REVENUE MODEL 268
8.2.2 DIRECT REVENUE: BUSINESS-TO-BUSINESS (B2B) 269
8.2.3 SELLING DATA 270
8.2.4 DIRECT REVENUE HYBRID 270
8.2.5 INDIRECT BENEFITS MODEL 271
8.2.6 SUBSIDISED MODEL 271
8.3 UNIFIED COMMUNICATIONS 271
8.3.1 SYNIVERSE CASE: "NEXT" PLATFORM AND APPLICATIONS 271
8.4 RICH COMMUNICATIONS SERVICE (RCS) 272
8.5 TELECOM API'S 273
8.5.1 API MANAGEMENT OPTIONS 273
8.5.2 STRATEGIES 273
8.6 SDM AND BIG DATA CASE 274
8.6.1 BIG DATA AND MOBILE COMMERCE/MARKETING 274
8.6.2 COMMERCIAL SUCCESS WITH BIG DATA ANALYTICS 275
8.6.3 BIG DATA IN NEAR FIELD COMMUNICATION 275
8.7 CLOUD-BASED SERVICES ROI 277
8.8 WEARABLE PROSPECT WITH AR AND VR 279
8.9 MOBILE VIDEO 282
8.10 VIDEO ADVERTISING 283
8.11 LOCATION SERVICES AND BROKERING 284
8.12 SERVICES BLENDING 285
9.0 CONCLUSIONS AND RECOMMENDATIONS 287
9.1 RECOMMENDATION FOR MOBILE NETWORK OPERATORS 288
9.1.1 DEAL WITH REDUCED VALUE OF CORE SERVICES 288
9.1.2 FOCUS ON INDUSTRY VERTICALS 288
9.1.3 FOCUS ON SDM, API'S AND WORKING WITH THIRD PARTIES 291
9.2 RECOMMENDATIONS FOR THIRD-PARTIES WORKING WITH MOBILE NETWORK OPERATORS 293
9.2.1 APPROACHING THE MARKETING DEPARTMENT 294
9.2.2 APPROACHING THE TECHNOLOGICAL DEPARTMENT 294
9.2.3 THE HYBRID OPTION 294
9.2.4 THIRD-PARTY BUSINESS MODELS 294
9.2.5 DEPLOYMENT OPTIONS 295
9.3 RECOMMENDATION WHILE WORKING WITH MANAGED SERVICE PROVIDERS 296
9.3.1 TECHNICAL AND BUSINESS OPERATIONS 297
9.3.2 DRIVERS FOR MANAGED SERVICES 297
9.3.3 AGREEMENTS 298
9.3.4 PRICING MODELS 300
9.4 RECOMMENDED FOCUS ON CLOUD SERVICE FOR ALL STAKEHOLDERS 301
9.4.1 CLOUD OPPORTUNITIES 302
9.4.2 MOBILE SERVICES IN THE CLOUD 302
9.4.3 THE ROLE OF INCUMBENT NETWORK OPERATORS 303

Figures

Figure 1 Pull vs. Push model for VAS 18
Figure 2 Impression to Purchase Cycle 20
Figure 3 Linear Continuum Recycle 21
Figure 4 Non-Linear Continuum Cycle 22
Figure 5 Off Deck vs. On Deck Mobile Network VAS Value Chain 35
Figure 6 The Telco Network APIs Value Chain 42
Figure 7 Mobile Network VAS Market Revenue 2015 - 2020 47
Figure 8 Global Mobile App Revenue Percent by App Store 49
Figure 9 Example of Augmented Reality Application 52
Figure 10 QR Code for "Add to Friends" t-shirt 55
Figure 11 Layar AR Application 58
Figure 12 Wikitude AR Browser 62
Figure 13 Golfscape AR Range Finder 62
Figure 14 Peaks Mountain View AR 62
Figure 15 Spyglass Distance Meter 63
Figure 16 Mobile Augmented Reality App Revenue 2015 - 2020 65
Figure 17 Mobile Augmented Reality App Revenue by Region 65
Figure 18 Mobile Augmented Reality App User 2015 - 2020 66
Figure 19 Mobile Virtual Reality App Revenue 2015 - 2020 68
Figure 20 Mobile Virtual Reality App Revenue by Region 68
Figure 21 Mobile Virtual Reality App User 2015 - 2020 69
Figure 22 Public Safety LTE and Mobile Broadband Market Revenue 2015 - 2020 70
Figure 23 Public Safety LTE Mobile Broadband Market Revenue by Region 70
Figure 24 Public Safety LTE and Mobile Broadband User 2015 - 2020 71
Figure 25 Operator Carrier Exchange (OCX) Market Revenue 2015 - 2020 72
Figure 26 Operator Carrier Exchange (OCX) Market Revenue by Region 72
Figure 27 Cloud API Diagram 73
Figure 28 Mobile Cloud Services Revenue 2015 - 2020 73
Figure 29 Mobile Cloud Services Revenue Percentage by Service Category 74
Figure 30 Mobile Cloud Services Revenue Percentage by Solution Category 74
Figure 31 BPaaS Revenue Percent by Sectors 75
Figure 32SaaS Revenue Percent by Sectors 75
Figure 33 SaaS Revenue Percent by Software Platform 76
Figure 34 Iaas Revenue Percentage by Sectors 76
Figure 35 PaaS Revenue Percent by Sectors 77
Figure 36 Mobile Banking vs. Online Banking Growth Trend 90
Figure 37 Top Retail Categories for Mobile Commerce Usage 123
Figure 38 In-Store Activities of Smartphone Owner 125
Figure 39 Smartphone In-Store Activities by Store Types 125
Figure 40 Reason for Using Pinterest and Facebook and Social Commerce 127
Figure 41 Global Mobile Payment Market Value 2015 - 2020 137
Figure 42 Mobile Advertising Supplier Perception Map 152
Figure 43 Wireless Carrier Assets 200
Figure 44 GSMA OneAPI: Benefits to Stakeholders 202
Figure 45 SRVCC Architecture 242
Figure 46 Worldwide Mobile Data Usage 2011 - 2015 245
Figure 47 Current Mobile Data Plans 247
Figure 48 LTE Future Data Plans 247
Figure 49 Overall Subscriber Revenues from Video on Demand (VOD) 250
Figure 50 Revenues from Video on Demand (VOD) 250
Figure 51 RCS Diagram 253
Figure 52 RCS APPS 254
Figure 53 MNO Business Model for Cloud Video 264
Figure 54 ROI Centric Business Model 265
Figure 55 Features and Barriers of Business Model 267
Figure 56 NEXT Platform 271
Figure 57 Big Data Ecosystem in Mobile Commerce 273
Figure 58 LBS Broker 284
Figure 59 IMS Services Blending Diagram 285
Figure 60 Networked Business Framework 288
Figure 61 Disruptive Potential of Connectivity across various Industry Sectors 289
Figure 62 Subscriber Database Management Roadmap 290

Tables

Table 1 Examples of Premium Digital content Store 19
Table 2 Driving Factors for Traditional PSTN vs. Internet 25
Table 3 Comparison of VNO with MVNO and Mobile Reseller 31
Table 4 SWOT Analysis of Apple 38
Table 5 SWOT Analysis of Google 41
Table 6 Global MVAS Market Revenue in Industry Verticals 2015 - 2020 48
Table 7 Global Mobile App Revenue by Business Model 2015 - 2020 49
Table 8 Comparison of Current Mobile Wallet System 106
Table 9 Traditional vs. Cloud Mobile Payment 112
Table 10 Internal IT, Managed Service and Cloud of IT Infrastructure Development 112
Table 11 Mobile Banking Technology: Use vs. Pros vs. Cons 121
Table 12 Global Unbanked Population 2010 - 2017 123
Table 13 Global Mobile Payment Market Value Percentage by Region 137
Table 14 Global Mobile Payment Market Value Percentage by Service Category 138
Table 15 Global Mobile Payment Market Value Banking vs. Commerce 138
Table 16 Global Mobile Payment User 2015 - 2020 138
Table 17 Global Mobile Payment User Percentage by Region 138
Table 18 Mobile Subscriber Monthly Consumption of Content and Applications 149
Table 19 Global Mobile Content Consumption on iPhones and Smartphones 149
Table 20 Global Mobile Advertising and Marketing Revenue 2015 - 2020 155
Table 21 Global Mobile Advertising and Marketing Revenue Percentage by Region 155
Table 22 Global Mobile Advertising and Marketing Revenue by Category 155
Table 23 Correlation of M2M Enablement by Business Objective 156
Table 24 Global M2M VAS Management Revenue 2015 - 2020 164
Table 25 Global M2M VAS Management Revenue Percentage by Segment 164
Table 26 Global M2M VAS Management Revenue Percentage by Region 164
Table 27 Global Cellular M2M Network Connection 2015 - 2020 164
Table 28 Global Cellular M2M Network Connection Percentage by Region 165
Table 29 Global Mobile Gaming Revenue 2015 - 2020 166
Table 30 Global Mobile Gaming Revenue Percentage by Types 166
Table 31 Global Mobile Gaming Revenue Percentage by Region 166
Table 32 Global Mobile Gaming User 2015 - 2020 167
Table 33 Global Mobile Gaming User by Region 167
Table 34 Matrix Analysis of OTT mVoIP Providers 171
Table 35 Global Proximity Social and Mobile Messaging Apps Revenue 2015 - 2020 189
Table 36 Global Proximity Social and Mobile Messaging Apps Revenue by Region 190
Table 37 Global Proximity Social and Mobile Messaging Apps Users 2015 - 2020 190
Table 38 Global IoT Product and Service Solution Revenue 2015 - 2020 194
Table 39 Global IoT Product and Service Solution Installed Base 2015 - 2020 195
Table 40 Global Mobile Big Data Service and Solution Market Revenue 2015 - 2020 197
Table 41 Global SDM Software and Service Solution Revenue 2015 - 2020 199
Table 42 Global SDM Software and Service Solution Revenue by Region 199
Table 43 Telecom API and App Solution Market Revenue 2015 - 2020 203
Table 44 Telecom API and App Solution Market Revenue by Category 203
Table 45 Wearable Connected Mobile VAS Apps Revenue 2015 - 2020 208
Table 46 Mobile Healthcare Apps and Service Market Revenue 2015 - 2020 209
Table 47 Mobile Healthcare Apps and Service Market Revenue by Region 209
Table 48 Mobile Healthcare Apps and Service User 2015 - 2020 210
Table 49 Mobile Agriculture VAS Appl and Solution Market Revenue 2015 - 2020 210
Table 50 Mobile Agriculture VAS Appl and Solution Market Revenue by Region 210
Table 51 Mobile Agriculture VAS Application and Solution User 2015 - 2020 211
Table 52 Global Mobile and Social TV Appl and Service Revenue 2015 - 2020 225
Table 53 Global Mobile and Social TV Appl and Service by Region 225
Table 54 Global Mobile and Social TV Viewers and User 2015 - 2020 225
Table 55 Global Mobile Music Apps and Service Revenue 2015 - 2020 226
Table 56 Global Mobile Music Apps and Service Revenue by Type 226
Table 57 Recommended Formats for MMS 237
Table 58 Cost Comparison Between Own IT vs. Managed Service vs. Cloud 276
Table 59 Expected and Up-front Costs of Cloud Deployment 278

Telecom API Marketplace: Strategy, Ecosystem, Players and Forecasts 2015 - 2020

1 Introduction 11
1.1 Executive Summary 11
1.2 Topics Covered 12
1.3 Key Findings 14
1.4 Target Audience 15
1.5 Companies Mentioned 16
2 Telecom Network API Overview 18
2.1 Defining Network APIs 18
2.2 Why Carriers are Adopting Telecom Network APIs 19
2.2.1 Need for New Revenue Sources 20
2.2.2 B2B Services and Asymmetric Business Models 21
2.3 Telecom Network API Categories 22
2.3.1 Web Real-time Communications (WebRTC) 22
2.3.2 SMS and RCS-E 24
2.3.3 Presence 24
2.3.4 MMS 24
2.3.5 Location 24
2.3.6 Payments 25
2.3.7 Voice/Speech 25
2.3.8 Voice Control 25
2.3.9 Multimedia Voice Control 25
2.3.10 M2M 25
2.3.11 SDM/Identity Management 25
2.3.12 Subscriber Profile 26
2.3.13 QoS 26
2.3.14 ID/SSO 26
2.3.15 Content Delivery 26
2.3.16 Hosted UC 26
2.3.17 Directory 26
2.3.18 Number Provisioning 26
2.3.19 USSD 27
2.3.20 Billing of Non-Digital Goods 27
2.3.21 Advertising 27
2.3.22 Collaboration 27
2.3.23 IVR/Voice Store 27
2.4 Telecom Network API Business Models 28
2.4.1 Two-Sided Business Model 28
2.4.2 Exposing APIs to Developers 28
2.4.3 Web Mash-ups 29
2.5 Segmentation 29
2.5.1 Users by Segment 29
2.5.2 Workforce Management 29
2.6 Competitive Issues 30
2.6.1 Reduced TCO 30
2.6.2 Open APIs 30
2.6.3 Configurability 30
2.7 Percentage of Applications that use APIs 31
2.8 Telecom API Revenue Potential 32
2.8.1 Standalone API Revenue vs. Finished Goods Revenue 33
2.8.2 Telecom API-enabled Mobile VAS Applications 35
2.8.3 Carrier Focus on Telecom API's for the Enterprise 38
2.9 Telecom Network API Usage by Industry Segment 44
2.10 Telecom Network API Value Chain 44
2.10.1 Telecom API Value Chain 44
2.10.2 How the Value Chain Evolve 46
2.10.3 API Transaction Value Split among Players 46
2.11 Cost for Different API Transactions 48
2.12 Volume of API Transactions 48
3 API Aggregation 50
3.1 The Role of API Aggregators 50
3.2 Total Cost Usage for APIs with Aggregators 50
3.2.1 Start-up Costs 51
3.2.2 Transaction Costs 51
3.2.3 Ongoing Maintenance/Support 51
3.2.4 Professional Services by Intermediaries 51
3.3 Aggregator API Usage by Category 52
3.3.1 An LBS Case Study: LOC-AID 52
3.3.2 Aggregation: Intersection of Two Big Needs 52
3.3.3 The Case for Other API Categories 53
3.3.4 Moving Towards New Business Models 54
4 Enterprise and Telecom API Marketplace 55
4.1 Data as a Service (DaaS) 55
4.1.1 Carrier Structured and Unstructured Data 58
4.1.2 Carrier Data Management in DaaS 62
4.1.3 Data Federation in the DaaS Ecosystem 62
4.2 API Market Makers 64
4.2.1 mashape 64
4.2.2 Mulesoft 65
4.3 Need for a New Type of Application Marketplace: CAM 66
4.3.1 Communications-enabled App Marketplace (CAM) 66
4.3.2 CAM Market Opportunities and Challenges 67
5 Telecom API Enabled App Use Cases 69
5.1 Monetization of Communications-enabled Apps 69
5.1.1 Direct API Revenue 69
5.1.2 Data Monetization 70
5.1.3 Cost Savings 70
5.1.4 Higher Usage 70
5.1.5 Churn Reduction 70
5.2 Use Case Issues 71
5.2.1 Security 71
5.2.2 Interoperability 71
6 Non-Telecom Network APIs and Mash-ups 73
6.1 Non-Telecom Network APIs 73
6.1.1 Twitter 73
6.1.2 Netflix API 74
6.1.3 Google Maps 74
6.1.4 Facebook 75
6.1.5 YouTube 75
6.1.6 Flickr 76
6.1.7 eBay 76
6.1.8 Last.fm 77
6.1.9 Amazon Web Services 77
6.1.10 Bing Maps 78
6.1.11 Yahoo Web Search API 78
6.1.12 Shopping.com 79
6.1.13 Salesforce.com 80
6.2 Mash-ups 81
6.2.1 BBC News on Mobile 81
6.2.2 GenSMS emailSMS 81
6.2.3 Foursquare 82
6.2.4 Amazon SNS and Nexmo 82
6.2.5 Triage.me 83
6.2.6 MappyHealth 83
6.2.7 Lunchflock 84
6.2.8 Mobile Time Tracking 84
6.2.9 Fitsquare 84
6.2.10 GeoSMS 84
6.2.11 FONFinder 85
6.2.12 Pound Docs 85
6.2.13 140Call 85
6.2.14 Salesforce SMS 85
7 Carrier Strategies 86
7.1 Carrier Market Strategy and Positioning 86
7.1.1 Increasing API Investments 86
7.1.2 The Rise of SDM 86
7.1.3 Telecom API Standardization 87
7.1.4 Carrier Attitudes towards APIs: U.S vs. Asia Pacific and Western Europe 89
7.2 Carrier API Programs Worldwide 89
7.2.1 ATandT Mobility 89
7.2.2 Verizon Wireless 93
7.2.3 Vodafone 95
7.2.4 France Telecom 95
7.2.5 Telefonica 97
7.3 Carriers and Internal Telecom API Usage 99
7.3.1 The Case for Internal Usage 99
7.3.2 Internal Telecom API Use Cases 100
7.4 Carriers and OTT Service Providers 101
7.4.1 Allowing OTT Providers to Manage Applications 101
7.4.2 Carriers Lack the Innovative Skills to Capitalize on APIs Alone 101
7.5 Carriers and Value-added Services (VAS) 102
7.5.1 The Role and Importance of VAS 102
7.5.2 The Case for Carrier Communication-enabled VAS 103
7.5.3 Challenges and Opportunities for Carriers in VAS 104
8 API enabled App Developer Strategies 106
8.1 A Critical Asset to Developers 106
8.2 Stimulating the Growth of API Releases 106
8.3 Working alongside Carrier Programs 106
8.4 Developer Preferences: Google vs Carriers 107
9 Telecom API Vendor Strategies 108
9.1 Positioning as Enablers in the Value Chain 108
9.2 Moving Away from a Box/Product Supplier Strategy 108
9.3 Telecom API Companies and Solutions 109
9.3.1 Alcatel Lucent 109
9.3.2 UnboundID 110
9.3.3 Twilio 112
9.3.4 LOC-AID 113
9.3.5 Placecast 114
9.3.6 Samsung 117
9.3.7 ATandT Mobility 118
9.3.8 Apigee 118
9.3.9 2600 Hz 120
9.3.10 Callfire 120
9.3.11 Plivio 121
9.3.12 Tropo 122
9.3.13 Urban Airship 122
9.3.14 Voxeo 123
9.3.15 Competitive Differentiation 124
10 Market Analysis and Forecasts 125
10.1 Telecom Network API Revenue 2015 - 2020 125
10.2 Telecom Network APIs Revenue by API Category 2015 - 2020 126
10.2.1 Messaging API Revenues 127
10.2.2 LBS API Revenues 128
10.2.3 SDM API Revenues 129
10.2.4 Payment API Revenues 130
10.2.5 Internet of Things (IoT) API Revenues 131
10.2.6 Other API Revenues 132
10.3 Telecom API Revenue by Region 2015 - 2020 133
10.3.1 Asia Pacific 134
10.3.2 Eastern Europe 135
10.3.3 Latin and Central America 136
10.3.4 Middle East and Africa 137
10.3.5 North America 138
10.3.6 Western Europe 139
11 Technology and Market Drivers for Future API Market Growth 140
11.1 Service Oriented Architecture (SOA) 140
11.2 Software Defined Networks (SDN) 143
11.3 Virtualization 144
11.3.1 Network Function Virtualization (NFV) 146
11.3.2 Virtualization beyond Network Functions 149
11.4 The Internet of Things (IoT) 150
11.4.1 IoT Definition 150
11.4.2 IoT Technologies 153
11.4.3 IoT Applications 169
11.4.4 IoT Solutions 170
11.4.5 IoT, DaaS, and APIs (Telecom and Enterprise) 170
12 Expert Opinion: TeleStax 176
13 Expert Opinion: Twilio 181
14 Expert Opinion: Point.io 187
15 Appendix 190
15.1 Research Methodology 190
15.2 Telecom API Definitions 192
15.3 More on Telecom APIs and DaaS 196
15.3.1 Tiered Data Focus 197
15.3.2 Value-based Pricing 199
15.3.3 Open Development Environment 200
15.3.4 Specific Strategies 201
15.3.4.1 Service Ecosystem and Platforms 201
15.3.4.2 Bringing to Together Multiple Sources for Mash-ups 202
15.3.4.3 Developing Value-added Services (VAS) as Proof Points 203
15.3.4.4 Open Access to all Entities including Competitors 203
15.3.4.5 Prepare for Big Opportunities with the Internet of Things (IoT) 204

Figures

Figure 1: Wireless Carrier Assets 19
Figure 2: Telecom API: Standalone vs. Finished Services 33
Figure 3: RCS and Telecom API Integration 36
Figure 4: RCS Revenue Forecast 37
Figure 5: Business vs. Consumer Telecom API Focus 40
Figure 6: Enterprise Dashboard 41
Figure 7: Enterprise Dashboard App Example 42
Figure 8: Telecom Network API Value Chain 45
Figure 9: Value Split among Aggregators, Carriers and Enterprise for API Transactions: 2012 - 2019 47
Figure 10: API Transaction Costs (US Cents) 2012 - 2019 48
Figure 11: Volume of API Transactions for a Tier 1 Carrier (Billions per Month): 2015 - 2020 49
Figure 12: Cloud Services and APIs 58
Figure 13: GSMA OneAPI: Benefits to Stakeholders 88
Figure 14: ATandT Wireless API Catalog 90
Figure 15: Verizon Wireless API Program 93
Figure 16: France Telecom (Orange) APIs 96
Figure 17: Telefonica APIs 98
Figure 18: Carrier Internal Use of Telecom APIs 100
Figure 19: UnboundID's Portfolio of Services 111
Figure 20: Twilio's Portfolio of Services 112
Figure 21: LOC-AID Exchange Server Architecture 113
Figure 22: Placecast's ShopAlerts Solution 115
Figure 23: Apigee Portfolio of Services 119
Figure 24: Telecom API Revenue (USD Billions) 2015 - 2020 125
Figure 25: Telecom API Revenue (USD Billions) by API Category 2015 - 2020 126
Figure 26: Messaging APIs Revenue (USD Billions) 2015 - 2020 127
Figure 27: LBS APIs Revenue (USD Billions) 2015 - 2020 128
Figure 28: SDM APIs Revenue (USD Billions) 2015 - 2020 129
Figure 29: Payment APIs Revenue (USD Billions) 2015 - 2020 130
Figure 30: IoT API Revenue (USD Billions) 2015 - 2020 131
Figure 31: APIs Revenue for Other Categories (USD Billions) 2015 - 2020 132
Figure 32: Telecom API Revenue (USD Billions) by Region 2015 - 2020 133
Figure 33: Telecom API Revenue (USD Billions) Asia Pacific 2015 - 2020 134
Figure 34: Telecom API Revenue (USD Billions) Eastern Europe 2015 - 2020 135
Figure 35: Telecom API Revenue (USD Billions) Latin and Central America 2015 - 2020 136
Figure 36: Telecom API Revenue (USD Billions) Middle East and Africa 2015 - 2020 137
Figure 37: Telecom API Revenue (USD Billions) North America 2015 - 2020 138
Figure 38: Telecom API Revenue (USD Billions) Western Europe 2015 - 2020 139
Figure 39: Services Oriented Architecture 141
Figure 40: Growth of Connected Devices 157
Figure 41: IoT and Telecom API Topology 174
Figure 42: Telestax App Store Funnel 178
Figure 43: On-Premise vs. Twilio 186
Figure 44: Point.io and API Ecosystem 187
Figure 45: Different Data Types and Functions in DaaS 198
Figure 46: Ecosystem and Platform Model 201
Figure 47: Telecom API and Internet of Things Mediation 205
Figure 48: DaaS and IoT Mediation for Smartgrid 207

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