The Unity Platform offers an extremely rich set of APIs with tiered levels of access for interaction between the core platform and applications. In an environment where more and more consumer applications are becoming ‘platform powered’ (apps linked to platforms’ data and functionality to improve value and deliver as a service), the opportunity to develop apps and services that have access to a Network Operator’s wide customer base, their communications channels and customisation and targeting using customer data will attract an array of potential developers.

The API suite enables:

• Development of new platform and application functionality by ZangBeZang and outsourced partners
• Management and control of the deployed Unity platform by the Network Operator
• Customisation of existing applications for the Network Operator’s customer base to improve functionality, targeting, monetisation, performance or monitoring
• Development of new applications, specifically for the Network Operator’s customer base
• Subsequent evolution and improvement of applications being offered through Unity One for the Network Operator’s customer base, using performance data from the consumer, via the Digital Persona, and the platform
• Speculative development of new applications or services by a wider developer community

New applications will vary in purpose, form and features using the Unity Platform. They are developed through:

• Adding value to or utilising customer data sources (within permission structure)
• Using or adding value to aggregation and Intelligence features on the Unity Platform
• Utilising loyalty, advertising and commerce capabilities
• Access the customer through the Unity App channels
• Learn from the monitoring and feedback loop via the Unity App-fed DP knowledge

Benefits

To the operator:

• Incremental value-added revenue generating opportunities through access fees or revenue sharing with developers
• Build consumer value – improved customer satisfaction and loyalty through either directly offering new apps or demonstrating the value they are adding to their customer through ‘powered by’ branding – acting as a data, platform, channel or communications partner
• Portfolio expansion with low investment and high asset utilisation
• Improved market position – linking 3rd party brands or developers with consumers through valued assets
• Unity One can support multiple new devices with a range of different Operating Systems. Android, Apple, Windows 7, Symbian etc. allowing for seamless introduction of new handsets to the market
• Allows for 3rd party developers to create countless new apps and deliver them to the consumer through Unity One. (Controlled Provisioning)
• The APIs are modular, consistent, flexible, reusable, built on standard technologies and easy to use.

To the developer:

• Improved potential for success through more targeted developments
• Access to the Operator’s large customer base
• Targeted communications through Unity Apps
• Relevant presentation of new apps and services via targeted communications via the Unity apps

To the consumer:

• A wider choice of apps and services, targeted to their specific individual needs
• Improved performance and relevance of Operator-provided services through maximised use of the Unity platform