Bridging the Innovation / Ecosystem Gap, Shango, Evin Hunt, TADSummit

Bridging the Innovation GapShifting from Utility to UX, leveraging the

Telephone Number

Evin HuntCTO

© 2014 Shango, Proprietary

Ecosystem

The Largest Social Platform?

• The global Telco Network (ok, network, not platform)

– Over 6.8 billion mobile subscribers (ITU, end of 2013)

• And the most valuable subscriber identifier?– The Telephone Number… why?

© 2014 Shango, Proprietary2

Twitter Digits (release 22-Oct-2014)• Provides auth via TN to all Developers FREE• Abstracts TNs from carriers• Ubiquity of TN with all 3rd Parties!

Owned by the Operator, monetized by many!

Device Ecosystems: Almost There


Google Hangouts

Hangouts 1.3

Hangouts 2.0

communication apps

Cross messaging platform • iMessage• FaceTime• Apple Contiuity• Apple SIM

…and window stickers

What’s your strategy? -- zero-rating data, and app store operator billing aren’t enough!

What is the next killer app?• There isn’t one!

“People don’t know what they want until they see it” – Steve Jobs I’ll add -- “or until their friends are using it”

• Shift your subscribers’ view of you from a Utility to an Experience– It’s not as much about attracting developers, it’s more about remaining

relevant to your subscribers– Offering “me-too” competitive products is not what your subscribers

want -- They want choice and flexibility– 50% of subscribers surveyed in the UK are willing to pay up to £10

additional per month to connect their favorite online services and apps with their texting and calling


The Ecosystem


Operators need to leverage their assets - subscriber bases, network capabilities - to extend to emerging innovative plays

Third party players are seeking more aggressive ways to monetize their business models – we expect disruption to accelerate

MVNOs and late-entrant operators are partnering with third parties for bundled offers further commoditizing telco value pools

There will be fewer but better apps integrated with other services

There is still a long-tail of potential service partners who are willing to work with operators on relatively favorable terms

Given their scale, large OTT players have the ability to launch fully competitive offerings (next slide)

Make My Number ProductivePut it to work for me, make it actionable


Text with my number from anywhere

Send a copy of my texts to the cloud

Send photos in my texts to the cloud

Let me choose my voicemail service

Present a voice menu to callers

Share my location with family

Actions my number can do My choice

Example Subscriber Interface


Shango Market Focus


Operators &

Subscribers

Service Partners

Become its single, trusted, secure face to 3rd party services

for integration & execution

Permits services to reach over 7 billion

phone numbers globally with a

single integration

Shango Value Proposition


Simplified Integration

Rich Service

Creation

Securely shift integration of 3rd

party services from individual effort to

a many-to-1 platform

Take innovative 3rd party services and link them to carrier

networks via the phone number

Onboard Once, Globally Available


Shango platform

Operator

OTT Services

Global service onboards

Single operator integration

Smart Carrier reach

Shango in the Real World

• Currently piloting in 12 countries with several operators (Group and OpCo levels)

• Consumer Pilot Scenario– Shango Actions provides consumers the ability to invoke

3rd party apps via subscriber interface– Current pilots are MNOs

• Enterprise Pilot Scenario– Shango Actions provides integration into productivity

suites, invoked by network based triggers– Pilots scheduled with MNO, MVNO, and VoIP providers


Key Points

• The Number is still relevant!– Not going away anytime soon… sorry!– It becomes a productivity suite

• The Operator can’t be reactive• The Service Partner ecosystem should be

farmed from multiple platforms– Providing product teams the ability to pilot

without involving technology teams


Thank You!

© 2014 Shango, Proprietary

Evin Hunt, CTO

[email protected]@evinh

http://shango.com

Technology

Bridging the Innovation / Ecosystem Gap, Shango, Evin Hunt, TADSummit