Recipes for Success…..

All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.

Recipes for Success…..

David TidwellDirector – Global Enhanced Services Sales Operations

[email protected]


Highlights…recipes for success…

As an industry how have we been doing?• Are we maximizing our potential?....revenues……and innovation?

• How do we really treat out customers?

How do we really differentiate ourselves?• What products and services?

A story or two• The best presentations come in the form of stories…!

The bottom line• What is/are the magic recipes for success?

What do you think now?

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How have we been doing?

We are growing at rates never seen before• Saturation – almost!

Expansion easier through acquisitions than competition

I would argue we are doing a really bad job!• Churn, then more churn…what is the real cost?

• Baseline products are commodity – VoiceMail, CLI, Call Waiting

• Everyone hunts for the killer-app – I don’t think its that easy!

• New networks on the horizon – we cannot achieve stabilityhow do you migrate 1st, to 2nd, to 2.5th to 3G, then IMS in the way?

• We HOPE and PRAY that we are handling our customers well

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How do we differentiate ourselves?

By the handsets we deliver?• Name some unique facets of your network!

We try to target segments of the customer ecosystem• Business (that old 80-20 rule again!)

I argue that there is no REAL difference….• Am I right?

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A story for you

Genesys has over 400 Telecommunications Clients• Some do a terrific job, and excel

• Some don’t – why?

• You know what, none of us ever stopped to ask the reason why!

Let me tell you a story about Robert and Christine• And a whistle-stop tour of supply chain management

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Applications – Phase One

A1 Voice Services (Voice Portal) ABSNOW!Email, Telephone Book, Calendar, News, Sports, Horoscopes, Traffic Updates, Weather, Movies – deployed in March 2003

Why? Existing system cannot do both DTMF and ASR at the same time! Client wanted both options at runtime! It was a great driver for VoiceXML.

Tooled – XML Writer for VoiceXMLJ-Builder for Java

Written by Client itself, integrated by Unisys

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Applications – Phase Two

Phase 2 – Marketing Applications

Smaller Marketing Campaigns / Promotions

CD pre-listening (Mariah Carey)

McDonalds – joint marketing of films and the local Skiing Team

Information on Beach Volleyball Competition that the client sponsored

Promotions for Summer / Christmas

Competition for 50th Anniversary of the Army

M-Commerce, eWallet service (Credit Card based)

Outbound Dialler for setting up conferences


Applications – Phase Three

Phase 3 – Prepaid Roaming Topup

Topup your prepaid mobile phone when roaming abroad

Allowed to use topup vouchers purchased at any Vodafone subsidiary retail outlet and apply them to home based account

Developed and integrated by nfotex

Replaced existing ORGA IVR system

All calls made to prepaid system from international locations handled on Genesys system

This application convinced the prepaid team of the speed and flexibility of VoiceXML

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Applications - Phase Four

A1 Music Finder

Call 221122, hold your phone to radio for about 30 seconds

Immediately receive an SMS with name of song & artist details, and a discount voucher at the nearest (LBS) record-store!

Developed by Internal Network Team !! Now they are onboard!

Why? Marketing saw an in-house demo and immediately put it live. First deployed in January 2004, and is STILL LIVE! Even has its own premium rate access on 0900 for none-native subscribers

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Applications – Phase Five

Credit Transfer Application

Allows postpaid subscribers to transfer credit to prepaid customers. (Mom and Dad can topup their childs phone!)

Deployed Q2-2004

Application and Backend by nfotex

Why? Was already working well as SMS and WAP application. VoiceXML was just another channel. The success of VoiceXML on the voicestream annoyed the data side of the house – who lost all their data value in weeks!

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Applications - Phase Six

Ringback Tones

Instead of hearing ring-tone you hear whatever target sub has chosen for you to hear (ie, mixed music and ringing)

Deployed Q4-2004

Developed by Carrier

Excellent example of “early media” – answer IAM, but no billing trigger!

Replaced LogicaCMG who had already won the deal. From a cold-dark start, system went in in only 8 weeks! The Temporary Genesys Platform is still running after 3 years! – 2Million Calls a day!

Now running also in Slovenia and Macedonia!

Written with IntelliJ and Eclipse

A marketing toy IVR suddenly promoted to Network IVR - primetime

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Applications - Phase Seven

RingBack Tones IVR

Using 77177 callers could buy Ringtones, as well as administer their entire Ringtone collection

Deployed Q4-2004

Developed and Integrated by the client in 4 weeks!!

Written with Eclipse for both VoiceXML and WAP channels!

Excellent Cross Sell lesson learnt – client put a link from prepaid IVR to the RBT IVR and the call volume increased by a factor of 10!

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Applications – Phase Eight

WAP Configurator for Mobile Phones

DTMF application to help a user configure their phone correctly for WAP services

Deployed Q2-2005

Written by Client with EclipseTools, Backend Integration by Unisys

Replaced a proprietary IVR system as it was too inflexible and difficult to add new market phone types. VoiceXML allowed for dynamic Database lookups to drive DTMF grammar – INSTANT up to date applications!

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Applications - Phase Nine

Prepaid IVR

A one-stop shop for all prepaid customers. Get credit updates, top-up etc

Deployed Q4/2005

Developed by nfotex

Why? Marketing wanted everything in VoiceXML, so moved all the older prepaid silo’s to Genesys. Marketing needed more control over the application and prepaid wanted to be able to make modifications quickly

Availability of system improved with VoiceXML!

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Applications - Phase Ten

Outbound Call Campaigns

Marketing and Customer Loyalty used Genesys to make outbound calls to customers with special offers/reminders

Deployed Q4/2005

Developed by Client, backend by Unisys

Why? Marketing was already using MMS and SMS for outbound. Adding Voice was natural.

Response rate from targets was higher than that for SMS or MMS

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Applications - Phase Eleven

Network Announcements

Genesys plays core network prompts – not on the DMS100’s anymore! “The number you are calling is no longer part of the network” [Number Portability]

“You only have 3 Euros credit left” [Prepaid]

Written by Client, backend by Kapsch

By now, this approach to services had established itself as both PLATFORM and TECHNOLOGY of choice for any Media Server application. PERIOD.

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Applications - Phase Twelve

Mobile PBX

Used to encourage SME to throw away fixed line phones and deploy mobile VPN phone with one phone in the group acting as the operator

All inbound calls arrive to operator phone, and are then transferred to SME mobile pool

Deployed Q3-2006, but market size unknown

Developed by Client, backend by IP2

Showed test/prototyping to its fullest. Saved on a 6 figure turn-key cost, and was actually deployed to several SME’s in first month of operation

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Applications - Phase Thirteen

Video IVR

A1 Videolines project lets 3rd parties design Video IVRs using a simple web based interface and then deploy it simply to a given target number on the network

Deployed Q4-2006

Developed by Client (Eclipse), backend by IP2 and several contractors (Unisys, nfotex….)

Replaced Alcatel proprietary IVR system

Genesys now fully fledged as SOA, Network IVR, SDP

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Summary

Nortel ousted, several other systems replaced too

Integrator lost their preferred SI status

Time to market as low as 2 weeks from a cold dark start! (Used to be 18 month lead time – minimum!)

No longer trying to finder sponsor applications with enough power behind business case to justify multi-million dollar investments

New Model World – no barriers to innovation

No risk to try new toys and ideas

This Telco is thriving in its ecosystem!

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What did you just learn?

It’s not your suppliers that let you down!

It’s not your ProdM or Marketing that let you down!

It’s not your Supply Chain Management that let you down!

It’s not your Core Networks/Engineering that let you down!

It is the SYSTEM and the old world that let’s you down!

PLEASE CHANGE YOUR APPROACH!!!!

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What types of Applications? (Recipes…)

It may be easier to list what is NOT being done! (There are over 800 of them!)

iCFD, Second Line IP Telephony, Directory Assistance, Prepaid Calling Card Topup, Front-Door, Network Routing, Ticket Status, IT Outages Notifier, ADSL Provisioning, Billing Enquiries, Email Access by Phone, Telephone Book, Calendar, News, Sports, Horoscopes, Traffic, Weather, Movies, CD Prelistening, McDonalds Promotions, Competitions, M-Commerce eWallets, Outbound Dialling, Conferencing, Roaming Top-up, Music Finder – Ident, Credit Transfers, Ringback Tones, WAP Configurator, Prepaid Self Service, Customer Loyalty Outbound, Network Announcements, Mobile Virtual PBX, Video IVR, FrontEnd Advertizing, Dealer Support, HR apps, Number Portability..

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Start small…

From tiny seeds do big things grow!

We are not asking you to change anything! Keep it all just the way it is, it is doing a great job (…for now!){Hint – think about Robert and Christine!}A direct attack on core network never occurred!

Oh, by the way, it leans completely on existing network assets for the NGN and your IMS roadmap!

I bet you have AS5350’s out there, and almost for sure some PGW2200’s! Go see! You already have the gear you need!

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The bottom line

You will remember these two bullets from the first slide….

The bottom line• What is/are the magic recipes for success?

What do you think now?

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Recipes for Success…..

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