Technology change now requires operators to embed their services across many ecosystems like web, mobile apps, messaging apps and social networks; APIs make that possible. Competition from a variety of sources, not just OTT services, but also handset suppliers with bundled services like iMessage and Facetime, and enterprise software suppliers and integrators embedding communications into their products means mobile operators must keep up with greater agility and efficiency to remain competitive; APIs make this possible

The failed focus of mobile operators on long-tail developers in developed markets prompted by the success of app stores should not be seen as a failure on the relevance of APIs to mobile operators; Rather a failure of a particular business model, simply operators cannot match the direct access to a large engaged customer base (likely over 1B in 2013) willing to pay on just two operating system platforms, iOS and Android