ISE Magazine, December 2019

ISE ICT SOLUTIONS EDUCATION 34 PROGRAMMABLE APIs of value added scenarios that will benefit the enterprise This offers a bigger value chain to the market We already mentioned how Programmable Telecom will be a key component in creating enterprise IoT solutions Another example is telephony APIs being integrated with enterprise APIs to create an API of greater value to the enterprise than either API alone An example of this is the integration of Telecom API providing telephony presence location and identity information with credit bureau information API This API could be used to prevent identity theft and to significantly reduce fraud scores for purchases which is especially important for big ticket item purchases Markets for Today and Tomorrow Infrastructure and device vendors are developing new and unique roles for themselves within the Programmable Telecom Market by positioning themselves as enablers of new business models between carriers content producers and application developers Carriers are migrating various services to the cloud to take advantage of the data they own This data not subject to any contravening data protection regulation includes information such as the location of subscribers service preferences and billing relationships all of which simplify and enhance the creation of integrated applications that combine the functionality of service provider networks with Web based capabilities Carriers are implementing cloud products and services to make these sorts of assets in their network available to Web developers application and content providers through a secure exposure layer The intent being that service providers can monetize their capabilities by allowing developers to access functions such as billing location and connection optimization and add them to their applications For many larger Telecom API vendors a substantial proportion of Telecom API revenue continues to be generated from SIP Trunking in support of their clients VoIP UC and other IP based communications apps and services However many smaller players are innovating in areas that have high growth potential such as analytics data device Figure 2 Cloud Services and APIs Source Mind Commerce Pair ISE Research with custom content marketing to reach highly targeted audiences with purchasing power and influence