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Mash-Ups in Telecommunications 2010-2015
a market research report
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Mash-ups are increasingly being developed and used
by both consumer and enterprise users in everyday life. Giving the end
user the ability to combine information sources into a useable output
enhances the value of information and bolsters a sense of empowerment,
and by adding telecommunications data such a location, presence, and
call control information to a user-generated mash up also creates new
revenue opportunities for telecommunications service providers.
This study reviews how information sources resulting from established
standards as well as better data access and connectivity are being
coupled with tools and capabilities to enable end-users to design and
develop innovative services. Insight will explore
the various facets of this emerging opportunity. We analyze the leading
vendors and the technologies that are creating Mash-up capabilities,
report on prominent service providers that illustrate best practices,
and reveal areas of high potential for carriers
including forecasts of Mash-Up adoption and revenue.
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Report Excerpt
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The term mashup has its origins in the
entertainment industry, where it describes the smart mixing of disparate
musical tracks resulting in the creation of an altogether different musical
product. The concept of a mashup in the digital age has evolved well beyond
entertainment products and has taken on a much wider meaning. The term is
now being applied to the dissolution of silos that had separated
connectivity, data, applications, and decision-making and which results in
completely new recipe for a service or application that is more attractive
than the sum of its parts.
How will we define mashups in this study, and what
makes them so attractive to carriers? To start with, mashups are all about
devising working solutions from available means—with
emphasis is on the means being already available. We
define mashups as a smart combination of disparate, existing applications or
services that come together on a network to yield a composite, coherent
solution in an agile and economical way.
Thus mashups are not about genesis, but about
synthesis. Given our definition, it should be readily apparent that mashups
are inherently cost effective and time efficient. They may not be the most
elegant solution for the requirement at hand, but certainly the
quickest way to meet a market demand. The history of technology learning
curves is testimony to the fact that elegance and efficiency will eventually
seep into the DNA of new technology as the technology matures and best
practices are identified, crystallized and updated. The optimism of the
mashup stakeholder community about the future of this phenomena is therefore
—in our opinion— justified; the skeptics notwithstanding.
There are no claims being made that we are aware of
that would suggest that mashups are a panacea for all application design and
development challenges. Clearly in business-critical applications, where the
topmost priority of the application is.....................
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Market Segmentation
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By geographical region
United States
Rest of North America
Europe, Middle East, Africa
Asia Pacific
Caribbean and Latin America
By access type
Wireless
Wireline
By revenue opportunity
Mashup data transfer revenue opportunity
Mashup access royalty revenue opportunity
Break down of mashup data transfer revenue
opportunity by access type
(wireline versus wireless)
Geographical region break down mashup data
transfer revenue opportunity
By application type:
Social Networking
LBS
Presence
VoIP
Messaging
SaaS
Conferencing
Streaming
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Table of Contents
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Chapter I
EXECUTIVE SUMMARY
1.1 Mashups and the Power of Web
2.0
1.2 What We Found
1.3 What Role for Telcos in
Mashups?
1.4 Mashup Market and Revenue
Potential
Chapter II
INTRODUCTION TO MASHUPS
2.1 Definition and Classification
of Mashups
2.2 Taxonomy of a Typical Mashup
2.3 Traction for Mashups
2.4 The Technology Underlying
Mashups
2.4.1
Web 2.0
2.4.2
SOA
2.4.3
XML
2.4.4
Ajax
2.5 Reservations About Mashups
2.6 The Need for Standards
2.7 What Role for Telcos in
Mashups?
Chapter III
TELCOS AND MASHUPS
3.1 What Mashups Mean for the
Telcos
3.2 Why Mashups Now?
3.3 The Enabler is SIP
3.3.1
SIP’s Importance in Mashups
3.4 Social Networking
3.4.1
Social Networking Application Ecosystem
3.4.2
Mobile Social Networking
3.4.3
Social Networking and Mashups
3.4.4
Telco Perspective
3.5 Location Based Services
3.5.1
Mobile LBS
3.5.2
Map-Based LBS
3.5.3
LBS Mashups
3.6 VoIP
3.6.1
The VoIP Value Proposition
3.6.2
Decisive Traction for VoIP
3.6.3
VoIP and Mashups
3.6.4
The Telco Perspective
3.7 Presence
3.7.1
SIP and Presence
3.7.2
Mashups and Presence
3.7.3
The Telco Perspective
3.8 Messaging
3.8.1
SIP and Messaging
3.8.2
Mashups and Messaging
3.8.3
The Telco Perspective
3.9 Software as a Service
3.9.1
SaaS Implementation Methodology
3.9.2
SaaS and Mashups
3.9.3
The Telco Perspective
3.10 Conferencing
3.10.1
Metamorphosis
3.10.2
Conferencing and Mashups
3.10.3
The Telco Perspective
3.11 Streaming
3.11.1
SIP and Streaming
3.11.2
Streaming and Mashups
3.11.3
The Telco Perspective
3.12 Conclusion
Chapter IV
MASHUPS AND STAKEHOLDERS
4.1 Carrier Strategy Overview
4.1.1
BT
4.1.2
Vodafone
4.1.3
NTT Group
4.1.4
AT&T
4.1.5
SK Telecom
4.1.6
Telecom Italia
4.1.7
Rogers Communications
4.1.8
Sprint
4.2 Other Stakeholders
4.2.1
IBM
4.2.2
Microsoft
4.2.3
Serena Software
4.2.4
Nokia
4.2.5
eBay
4.2.6
Cisco Systems
4.2.7
Google
4.2.8
Yahoo! Inc.
4.2.9
BroadSoft
4.3 Conclusion
Chapter V
QUANTITATIVE ANALYSIS
5.1 The Telco Revenue Model
5.1.1
Data Transfer
5.1.2
Access Royalties
5.2 Research Methodology
5.2.1
What We Will Forecast
5.2.2
The Base Figures
5.2.3
Construction of the Market Model
5.3 Global Mashup Revenue
Opportunity
5.4 Social Networking Revenue
Opportunity
5.5 LBS Mashup Revenue Opportunity
5.6 Presence Mashup Revenue
Opportunity
5.7 VoIP Mashup Revenue
Opportunity
5.8 Messaging Mashup Revenue
Opportunity
5.9 SaaS Mashup Revenue
Opportunity
5.10 Conferencing Mashup Revenue Opportunity
5.11 Streaming Mashup Revenue Opportunity
5.12 Conclusion
Table of Figures
Chapter I
I-1 Logical Schematic of a
Commercial Mashup
I-2 Global Mashup Revenue
Opportunity for Telcos, 2010-2015
Chapter II
II-1 Logical Schematic of a Commercial
Mashup
Chapter III
III-1 Seven Layers of OSI Model
III-2 Basic Components of a SIP Network
III-3 Example of a SIP Call Flow in Proxy Mode
III-4 Support for HTTP in SIP Setup
III-5 The Swimwire Mashup Homepage
III-6 The Twinkle Twitter Client for iPhone
with the Near Me Tab Active
III-7 Schematic of the Ribbit SmartSwitch
platform
III-8 Schematic of the BroadWorks Platform
Offered by BroadSoft
III-9 OpSource On-Demand Platform
III-10 Schematic of the SaaS-enabled Mashup
Chapter IV
IV-1 Mashup Combining Twitter and Google Maps
Conjured by Vodafone UK
IV-2 Schematic Representation of SAXAE
Platform
IV-3 Speech Mashup Manager and Speech &
Understanding Engine from AT&T Labs Research
IV-4 Customization of Mashups Facilitated by
IBM Mashup Center
IV-5 Securing Information Assets as
Facilitated by IBM Mashup Center
IV-6 Failed Initiative – Microsoft Popfly
IV-7 Schematic Representation of the Outlook
Social Connector Function
IV-8 Business Mashups Product from Serena
Software
Table of Tables
Chapter V
V-1 Global Mashup Revenue Opportunity
for Telcos, 2010-2015
V-2 Dist. of Global Mashup
Rev. Opp. for Telcos by Opp. Type, 2010-2015
V-3 Global Mashup Revenue Opportunity by
Wireline vs. Wireless, 2010-2015
V-4 Regional Distribution of Global
Mashup Revenue Opportunity, 2010-2015
V-5 Social Networking Mashup Revenue
Opportunity, 2010-2015
V-6 Dist. of Social Networking Mashup
Revenue Opp. by Type, 2010-2015
V-7 Social Networking Mashup Rev. Opp.
by Wireline vs.Wireless, 2010-2015
V-8 Regional Dist. of Social Net. Mashup Rev. Opp. for Telcos, 2010-2015
V-9 LBS Mashup Revenue Opportunity,
2010-2015
V-10 Dist. of LBS Mashup Revenue Opportunity
by Type, 2010-2015
V-11 Dist. of LBS Mashup Rev. Opp. by
Wireline vs. Wireless, 2010-2015
V-12 Regional Distribution of LBS Mashup Revenue
Opportunity, 2010-2015
V-13 Presence Mashup Revenue Opportunity, 2010-2015
V-14 Dist. of Presence Mashup Revenue Opp. by Type, 2010-2015
V-15 Dist. of Presence Mashup Rev. Opp. by
Wireline vs. Wireless, 2010-2015
V-16 Regional Dist. of Presence Mashup
Revenue Opportunity, 2010-2015
V-17 VoIP Mashup Revenue Opportunity, 2010-2015
V-18 Dist. of VoIP Mashup Revenue Opportunity
by Type, 2010-2015
V-19 Dist. of VoIP Mashup Revenue Opp. by Wireline
vs. Wireless, 2010-2015
V-20 Regional Dist. of VoIP Mashup Revenue Opp. for Telcos, 2010-2015
V-21 Messaging Mashup Revenue Opportunity for Telcos,
2010-2015
V-22 Distribution of Messaging Mashup Revenue Opp. by Type, 2010-2015
V-23 Distribution of Messaging Mashup Revenue Opp.by
Wirelines vs. Wireless
V-24 Regional Dist. of Messaging Mashup Rev. Opp. for Telcos,
2010-2015
V-25 SaaS Mashup Revenue Opportunity for Telcos, 2010-2015
V-26 Distribution of SaaS Mashup Revenue Opportunity by Type, 2010-2015
V-27 Dist. of SaaS Mashup Rev. Opp. by Wireline vs. Wireless,
2010-2015
V-28 Regional Distribution of SaaS Mashup Rev. Opp. for Telcos, 2010-2015
V-29 Conferencing Mashup Revenue Opportunity, 2010-2015
V-30 Distribution of Conferencing Mashup Revenue Opp. by Type,
2010-2015
V-31 Dist. of Conf. Mashup Rev. Opp. by Wireline vs. Wireless,
2010-2015
V-32 Regional Distribution of Conferencing Mashup Revenue Opp.,
2010-2015
V-33 Streaming Mashup Revenue Opp. for Telcos, 2010-2015
V-34 Dist. of Streaming Mashup Rev. Opportunity by Type, 2010-2015
V-35 Dist.of Streaming Mashup Rev. Opp.by Wireline vs. Wireless,
2010-2015
V-36 Regional Dist. of Streaming Mashup Revenue Op. for Telcos,
2010-2015
V-37 Mashup Revenue by Application Type Summary, 2010-2015
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