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
From The Founder
It's clear to me that the communications industry is divided into two types of people, and only one is living in the real world.
LRTV Custom TV
Using Service Quality to Drive WiFi Monetization

10|22|14   |   6:51   |   (0) comments


Live from the SCTE conference: Heavy Reading's Alan Breznick explores the forces shaping the WiFi opportunity in an interview with CableLabs' Justin Colwell and Amdocs' Ken Roulier.
LRTV Custom TV
Distributed Access Architectures – 2

10|21|14   |   8:51:00 AM   |   (0) comments


ARRIS CTO Network Solutions Tom Cloonan discusses why many if not most MSOs will continue with integrated CCAP, while addressing why some are also looking at two futuristic, distributed access architectures: Remote PHY and Remote CCAP.
LRTV Custom TV
Distributed Access Architectures – 1

10|21|14   |   9:01   |   (0) comments


SCTE Sr. Director of Engineering Dean Stoneback discusses the pros and cons of distributed access architecture (DAA) and its various forms, which range from basic Remote PHY to full CMTS functionality in the node.
LRTV Custom TV
The WiFi Road to Riches – 2

10|21|14   |   3:58   |   (0) comments


ARRIS Senior Solution Architect Eli Baruch talks about how MSOs can enable public and community WiFi through 1) outdoor access points, 2) businesses seeking to offer WiFi to customers, and 3) residential WiFi gateway extensions.
LRTV Custom TV
The WiFi Road to Riches – 1

10|21|14   |   10:15   |   (0) comments


SCTE Director of Advanced Technologies Steve Harris discusses WiFi deployments, drivers, challenges and advances, including 802.11ac, carrier-grade WiFi, community WiFi, Hotspot 2.0, Passpoint, WiFi-First and voice-over-WiFi.
LRTV Custom TV
Advantech Accelerates 100G Traffic Handling

10|17|14   |   7:56   |   (0) comments


Paul Stevens from Advantech explains why handling 100GbE needs a whole new platform design approach and how Advantech is addressing the needs of equipment providers and carriers to give them the flexibility and performance they will need for SDN and NFV deployment.
LRTV Huawei Video Resource Center
Holland's Imtech Traffic & Infra Discusses Huawei's ICT Solution and Services

10|16|14   |   4:49   |   (0) comments


Dimitry Theebe is from the business unit at Imtech Traffic & Infra which delivers communications solutions for transportations. His partnershp with Huawei began about a years ago. In this video, Theebe speaks more about this partnership and what he hopes to accomplish with Huawei.
LRTV Huawei Video Resource Center
Huawei's Comprehensive Storage Solutions Vital for SVR

10|16|14   |   6:16   |   (0) comments


SVR Information Technology provides cloud services for academic and special sectors. With Huawei's support, SVR and Yildiz Technical University has established Turkey's largest and most advanced High Performance Computing system. CSO Ismail Cem Aslan talks about what he hopes Huawei's OceanStor storage system will bring for him.
LRTV Huawei Video Resource Center
Mexico's Servitron's Impression of Huawei at CCW 2014

10|16|14   |   6:35   |   (0) comments


Servitron is a network operator in Mexico that has been in the trunking industry for the past 20 years. Its COO, Ing. Ragnar Trillo O., explains at Critical Communications World 2014 that his company has been interested in the long-term evolution of LTE technology and its adoption for TETRA.
LRTV Huawei Video Resource Center
Building a Better Dubai

10|16|14   |   2:06   |   (0) comments


Abdulla Ahmed Al Falasi is the director of commercial affairs, a telecommunications coordinator for the government of Dubai. Their areas of service span across multiple industries, including police, safety, shopping malls and more. In this video, Abdulla talks about his department's work with Huawei.
LRTV Huawei Video Resource Center
Huawei Lights Up Malaysia Partner Maju Nusa

10|16|14   |   1:59   |   (0) comments


Malaysia's Maju Nusa is an enterprise partner to Huawei in networking, route switches and telco equipment. At this year's Critical Communications World in Singapore, CTO Pushpender Singh talks about what Huawei's eLTE solutions mean to his company and for Malaysia.
LRTV Custom TV
Evolving From HFC to FTTH Networks

10|15|14   |   2:19   |   (0) comments


Cisco's Todd McCrum delves into the future of cable's HFC plant, examining how DOCSIS 3.1 and advanced video compression will extend its life and how the IP video transition will usher in GPON and EPON over FTTH.
Upcoming Live Events
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
February 10, 2015, Atlanta, GA
June 9-10, 2015, Chicago, IL
Infographics
WhoIsHostingThis.com presents six of the world's most extreme WiFi hotspots, enabling the most epic selfies you can imagine.
Hot Topics
Analysts Warn of Major NFV Gaps
Carol Wilson, Editor-at-large, 10/22/2014
Is Health the Killer App for the IoT?
Jason Meyers, Senior Editor, Gigabit Cities/IoT, 10/22/2014
iPad Air 2 Lets Users Switch Carriers Any Time
Mitch Wagner, West Coast Bureau Chief, Light Reading, 10/17/2014
Drones Hover Over the IoT Sector
Jason Meyers, Senior Editor, Gigabit Cities/IoT, 10/23/2014
Zayo Zooms Out of the IPO Gate
Dan O'Shea, Managing Editor, 10/17/2014
Like Us on Facebook
Twitter Feed