© 2010 Ecrio, Inc – All Rights Reserved 1

Mobile Web and Apps World Forum

October 5, 2010

Michael Grubbs

VP, Products

Accelerating the Delivery

of Service-Rich

Applications

© 2010 Ecrio, Inc – All Rights Reserved 2

Devices and Applications are The Key to

Service Delivery and Experience

Cloud Services

Service Infrastructure

Operator Services

App Stores

Network Infrastructure

Services

External Gateway

Devices and Applications

Deliver the Experience

And ALL Services

© 2010 Ecrio, Inc – All Rights Reserved 3

SIP / IMS

VoIP / VoLTE

Rich Messaging

Video Calling

IP Messaging

Sharing

Presence

Network Mgt

QoS

Policy

Security

That Puts A Lot of Burden and Complexity on

Devices and Applications

2G

3G

4G

WiFi, etc.

Cloud Services

Service Infrastructure

Operator Services

App Stores

Network Infrastructure

Services

External Gateway

?

?

© 2010 Ecrio, Inc – All Rights Reserved 4

2G

3G

4G

WiFi, etc.

Common Device – Application Architectures Aren’t

Well Suited to Enabling New Service Delivery and

Management CapabilitiesB

row

se

r

Various Device PlatformsWindows, Android, BREW, Symbian, …

Ja

va

Air

/ F

las

h

Nati

ve

?

?

SIP / IMS

VoIP / VoLTE

Rich Messaging

Video Calling

IP Messaging

Sharing

Presence

Network Mgt

QoS

Policy

Security

Cloud Services

Service Infrastructure

Operator Services

App Stores

Network Infrastructure

Services

External Gateway

© 2010 Ecrio, Inc – All Rights Reserved 5

The Evolution of Service-Rich ApplicationsIndustry Approaches to Service Application Enablement

Technology &

Standards

Application Logic

User Interface

GUI

Few Monolithic

Embedded ‘C’

Applications

Many Thin Applications

with Rich Service

Functions and Rich UI

Specific Devices Many Devices

Few Monolithic

Java

Applications

Run-Time

Environment

Technology

Application

Logic

User Interface

GUI

Technology

Many Thin

Applications with

Thin Functions &UI

Browser,

Widget

Runtime

Server

Technology

Logic

Logic

User Interface

GUI

On-Device

Service

Logic and

Technology

Service

API(s)

Logic

User Interface

GUI

Multiple

Application

Runtime

Environments(RTE’s)

© 2010 Ecrio, Inc – All Rights Reserved 6

E2E Service Enablement API’sOver-the-top and On-Device Service API’s

Devices

Bro

wse

r

Ru

nti

me

E

nvir

on

me

nts

Na

tive

Ja

va

Fla

sh

/ A

ir

Oth

ers

…Web

AppsInstalled

Apps

Various Device PlatformsWindows, Android, BREW, Symbian, …

Networks &

Network Systems

Cloud Services

Service Infrastructure

Operator Services

App Stores

Network Infrastructure

Services

External Gateway

E2E Service API

InitiativesWAC, WAX, RCS/OMA, …

Embedded

Service

Applications

Platform API’s?

On-Device

Service API’s

Device Portability

ApplicationInterface

Service

Enablement and

Management

?

© 2010 Ecrio, Inc – All Rights Reserved 7

Ecrio’s Device-Client Solution Approach

Typical

Monolithic

Service Application

Service Enablers

Service and Application

Management

Device Portability

Application Access

Service Applications

User Interface

Application Logic

Ecrio Approach

Add Application Abstraction

and Simplification Support for Multiple Applications

Multiple Runtime Environments

Access and Policy Administration

Add Service ManagementQoS, Policy Management, Situation

Awareness, Connection Management

Add Device Platform

Portability

Service Command API (JSON Syntax)

Service Logic

Application Logic

User Interface

Technology &

Standards Enablers

© 2010 Ecrio, Inc – All Rights Reserved 8

Evolution of Service API’s

RTE’s

Various Operating Systems

Device Platforms

Applications Using

New Capabilities

Network

Service

Enablers

Standard

RTE

API’s

Phase 1Rapid Enablement and

Application Access

Devices

Applications Using

New CapabilitiesService Enabled

Applications

• New service functions implemented in network

and device service middleware

• Applications developed using standard RTE

API’s with new service functions accessible via

Service Commands

• RTE integration via Native API’s for selected

functions

Service

API

Native

API’s RTE’sOn Device

Service

Client

Various Operating Systems

Device Platforms

Applications Using

New Capabilities

Extended

RTE

API’s

Native

API’s

Phase 2RTE Integration and

Standardization

Devices

Applications Using

New CapabilitiesService Enabled

Applications

• New service functions implemented in RTE’s via

integration with device service middleware (using

native API interface)

• Applications developed using standard and

extended RTE API’s

• Service Commands continue to be used for

specialized or proprietary functions

• API Standardization

• Native RTE Integration

RTE’sRTE’s

Service

API

Network

Service

Enablers

On Device

Service

Client

© 2010 Ecrio, Inc – All Rights Reserved 9

Where Do We Go From Here?

Service API Definitions and Standardization

E2E : WAC, WAX, RCS/OMA-Rest, …

On-Device : Extensions to ongoing initiative processes

Development and Technical / Market Validation

SDK’s and Test environments

Quickly add and try new service capabilities in existing applications

New classes of service-rich applications

• Social communications, social merchandising, situational engagement, customer

engagement, enterprise verticals, …

Address Dependencies for Next Generation Service Applications

Addressable platforms and service capabilities

• Devices: capable / addressable devices

• Connections: 3G+ and 4G networks

• Services: Value-added communication service – application systems

User Adoption

• Great experiences

• High-value services and applications

© 2010 Ecrio, Inc – All Rights Reserved 10

Ecrio’s FastTrack™ Client Framework

The Fastest Route to Service-Rich Applications