Light Reading
Telefónica Digital's BlueVia is on a mission to bring telcos, APIs, Web services platforms and developers together – just don't mention WAC!

Telefónica: In APIs We Trust

Ray Le Maistre
LR Mobile News Analysis
Ray Le Maistre, Editor-in-chief
10/11/2012
50%
50%

Telefónica SA (NYSE: TEF)'s Jose Valles wants to make one thing very clear about his company's new mobile payments Application Programing Interface (API) program, which has already attracted Telenor ASA (Nasdaq: TELN) as a partner: This is not WAC version 2.0. (See Telefónica, Telenor Team on APIs and WAC Beefs Up Its App Pack .)

There are a lot of similarities between the aspirations of BlueVia -- the unit of Telefónica Digital that Valles leads -- and those of the now defunct Wholesale Applications Community (WAC). Both aim (or aimed, in WAC's case) to provide applications developers with a quicker route to mobile users and make it easier for those users to access and purchase apps. (See Wave Goodbye to WAC.)

WAC, which was always closely associated with the GSM Association (GSMA) , was pulled down by having too many companies trying to steer the ship and lacking a specific focus on certain capabilities, says Valles. The GSMA, which is now managing WAC's legacy initiatives and programs, "are good guys but there were 42 operators around a table trying to get a consensus. ... We have the same agenda and the same focus, but we are going to build it from the basement up, not from the roof down," Valles says.

Valles adds, during a media briefing in London late Wednesday: "We don't need 42 operators to make this work. We will start with a few and build it slowly. We're trying to create an industry standard and change the industry's dynamics. Telcos can become trusted providers of [not only] their own services but also of approved products and services from third parties. We won't be chasing everyone to join. We'll talk to those who are interested and bring new partners on board as our bandwidth allows. But we're not going to have 42. ... WAC tried to do everything."

And in terms of focus, Telefónica and Telenor are targeting the development of a standard API that enables direct-to-bill payments (allowing people to buy all sorts of apps, services and goods using their mobile bill/credit). "This is a major pain point and the low-hanging fruit," notes Valles. "It's that focus that attracted Telenor. We're going to put all our attention on this and prove some stuff. I know of one operator that talked about opening up 72 different APIs. We're starting with one."

But it's important that other operators beyond Telenor share the BlueVia vision, explains Valles. "The developers want multiple operators involved. We, Telefónica, tried initially on our own, but one operator is not enough."

Valles isn't identifying any other potential carrier partners just now, but there's a group of mobile operators that are natural prime candidates. That's because a key ally for Valles is Apigee Corp. , BlueVia's API management platform partner and the company that acquired the WAC technology assets. (See Apigee Unleashes an API Free-for-All and Telefonica Partners With Apigee.)

Among those technology assets was the WAC payment API, which has been adopted by a host of major operators in addition to Telefónica and Telenor. Those operators include AT&T Inc. (NYSE: T), Deutsche Telekom AG (NYSE: DT), the South Korean trio of KT Corp. , LG Telecom , SK Telecom (Nasdaq: SKM) and Smart Communications Inc. of The Philippines.

Working out a roadmap
Valles says BlueVia is holding a workshop next week with Telenor to try to "pin down a roadmap for where we need to go."

A key part of that roadmap will involve highlighting the potential benefits to those involved in the payments ecosystem -- operators, direct-to-bill payment partners such as Facebook , Google (Nasdaq: GOOG), Microsoft Corp. (Nasdaq: MSFT), and developers -- apart from the obvious financial gains from increased customer traction.

A key potential benefit is a greater understanding of user behavior and hard data about the popularity of apps. Valles says the focus on direct-to-bill capabilities will enable BlueVia to "analyze [transaction] data and see the hot users trends. We don't know yet how we are going to work with the data but we'll be focusing on that."

It's one thing having the data, and another making use of that data -- mobile operators are sitting on a pile of gold, he notes, but their Service Provider Information Technology (SPIT) systems were not designed to have their data extracted and analyzed. He'll be looking to his Telefónica Dynamic Insights colleagues for assistance in digging into the data at BlueVia's fingertips. (See Telefónica Creates 'Big Data' Unit.)

Making sense of data is just one of the many challenges facing BlueVia, though. Probably the greatest challenge is developing an environment that will encourage apps developers to turn their attention away from Apple Inc. (Nasdaq: AAPL)'s APIs for a moment and create new services that hook into the BlueVia direct-to-bill interface.

Encouraging the developer community to engage with mobile operators has long been an issue and one that BlueVia has already been striving to address. (See BlueVia Tackles the App Gap.)

Again, Valles is looking to do things differently than before. Instead of appealing to apps specialists directly, BlueVia will "engage with the developers through the ecosystem," by which he means the payment platform partners such as Facebook. If BlueVia gets the model right, the developers need not even know that the telco initiative is involved.

In addition, there are the technical issues surrounding security, identity management and enabling access to payment interfaces via multiple access technologies (for example, Wi-Fi as well as mobile).

And after payments? Valles wants BlueVia to focus on one thing at a time but hints that future developments will likely focus on areas of strength for telcos -- communications. Apps with integrated, high-quality and secure multimedia communications capabilities could be a focus for the future, especially as Telefónica Digital has in-house smarts from its 2009 acquisition of Jajah. Those capabilities (from Jajah) have already been put to use in the development of the Tu Me unified communications app. (See Et Tu, Telefónica? and Telefónica Buys VoIP Player Jajah.)

Will BlueVia get that far down the road? That might depend on whether the payment API focus delivers on its potential.

— Ray Le Maistre, International Managing Editor, Light Reading

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
Flash Poll
LRTV Huawei Video Resource Center
Sales Director of INIT on Plug & Play Switch Devices

9|19|14   |   3:21   |   (0) comments


INIT Italy uses both the Huawei S5700 and S7700 series switches for the campus LAN environment. Sales Director Andrea Curti says their company chose these Huawei devices over others because of their performance, flexible scalability and plug-and-play features.
LRTV Huawei Video Resource Center
Saudi Arabia Upgrades Vocational Training System

9|19|14   |   3:31   |   (0) comments


The Technical and Vocational Training Corporation (TVTC) has 100,000 students, 150 government-owned institutions and oversees 1000 private institutes. The CIO of TVTC explains that Huawei devices have allowed them to manage multiple datacenters using just one software program, scientifically tracking the progress of students and teachers, saving them millions.
LRTV Huawei Video Resource Center
Huawei's Media Solutions Are Here to Stay

9|19|14   |   4:35   |   (0) comments


The current media revolution requires rapid upgrades in technology. New formats (HD, 3D, 4K etc.) and the subsequent explosion of file sizes demand sophisticated network and storage architecture. Social media and the multiple distribution channels require a robust asset management system. Gartner analyst Venecia Liu speaks about the current technological trends in ...
LRTV Huawei Video Resource Center
Microgenesis on Huawei's Switches

9|19|14   |   3:57   |   (0) comments


Microgenesis is a solutions and system integrator company in the Philippines whose areas of expertise include data centers, networking and security products. In this video, Executive Director Jeffrey Choa talks to us about his customers needs and they benefit from using Huawei switches.
LRTV Huawei Video Resource Center
Network Solutions Help the Philippines Jump Ahead

9|17|14   |   2:59   |   (0) comments


In the past, the Philippines has under-invested in technology. Now, the CEO of Softshell talks about how Huawei products help the Philippines jump ahead as the economy improves.
LRTV Huawei Video Resource Center
VCS Observation for Safer Cities in the Netherlands

9|17|14   |   5:20   |   (0) comments


Holland's VCS Observation has been operating for 22 years. Its main goal is to get cities safer. CEO Wim van Deijzen tells us some of the challenges his company faces and how Huawei is helping to overcome these challenges.
LRTV Huawei Video Resource Center
A Conversation With Serbia's Ministry of Interior

9|17|14   |   4:38   |   (0) comments


At HCC 2014, the Assistant Minister of the Ministry of Interior of the Republic of Serbia talks to us about his projects and corporation with Huawei. Solutions like Safe City and E-Government and services like cloud computing are just some of the areas his department is interested in.
LRTV Huawei Video Resource Center
IHS Analyst Discusses eLTE at CCW 2014

9|10|14   |   7:09   |   (0) comments


Thomas Lynch, associate director of critical communications at IHS Technology, talks about broadband in critical communications.
LRTV Huawei Video Resource Center
TCAA on Huawei eLTE: A Broadband Solution for Mission-Critical Communications

9|10|14   |   2:29   |   (0) comments


At CCW2014 in Singapore, the TCCA's Phil Kidner talks about the importance of broadband data for critical communications.
LRTV Custom TV
Spotlight on Cisco: SDN for Optical Networks

9|8|14   |   9:27   |   (0) comments


Cisco's Greg Nehib talks OpenFlow and more on the 'Software-Defined Networking for Optical Networks' panel at the Big Telecom Event in June 2014.
LRTV Custom TV
Cisco's Evolved Programmable Network (EPN)

9|8|14   |   4:05   |   (0) comments


A look at the various demos Cisco showed at Light Reading's Big Telecom Event highlighting Cisco's EPN innovation and how SDN and NFV technologies are enabling a variety of new services.
LRTV Huawei Video Resource Center
The Future of Ultra-Broadband, With Kevin Kelly (UBBF2014)

9|5|14   |   1:13   |   (1) comment


If you think the technological changes we've seen up to now are astounding, just wait until you see what the future has in store. Discuss upcoming breakthroughs with Kevin Kelly, Founding Executive Editor of Wired Magazine, at the Huawei Ultra-Broadband Forum on September 24.
Upcoming Live Events!!
September 23, 2014, Denver, CO
October 29, 2014, New York City
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 2, 2014, New York City
December 3, 2014, New York City
December 9-10, 2014, Reykjavik, Iceland
June 9-10, 2015, Chicago, IL
Infographics
A survey conducted by Vasona Networks suggests that 72% of mobile users expect good performance all the time, and they'll blame the network operator when it's not up to par.
Today's Cartoon
Vacation Special Caption Competition Click Here
Latest Comment
Hot Topics
AT&T: We'll Bundle Fixed Wireless & DirecTV
Mari Silbey, Independent Technology Editor, 9/15/2014
New NFV Forum Focused on Interoperability
Carol Wilson, Editor-at-large, 9/16/2014
NFV & The Data Center: Top 10 Takeaways
Sarah Reedy, Senior Editor, 9/18/2014
Connecticut Cities Crowdsource Gigabit Nets
Jason Meyers, Senior Editor, Utility Communications/IoT, 9/15/2014
Pics: LR's Women in Telecom Breakfast
Sarah Reedy, Senior Editor, 9/16/2014
Like Us on Facebook
Twitter Feed