Orange in France are using WebSphere sMash to provide an easy development environment using PHP and Groovy to build Telco enabled applications that consume Orange Application Programming Interface (API) which are exposed through pre-built widgets. The custom Orange API is not compliant with either OneAPI or ParlayX and I would normally not endorse a custom API like this, but time to market forces meant that Orange had to move before the (OneAPI) standards were in place. What I would take from their experience in France is their model and use cases. All of which could be done and (now) use standards for those APIs. Interestingly, I think that Orange could also use IBM Mashup Center to support developers with even less skills that the PHP and Groovy developers they're currently targeting.
Once I get back to my PC, I will insert an Orange video the positions the usage and simplicity of their offering.