Transcript Recipes for Success

Recipes for Success…..
David Tidwell
Director – Global Enhanced
Services Sales Operations
[email protected]
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Highlights…recipes for success…
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 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?
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
How have we been doing?
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 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!
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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 stability
how 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
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
How do we differentiate ourselves?
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 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?
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
A story for you
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 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
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Applications – Phase One
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 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 VoiceXML
J-Builder for Java
 Written by Client itself, integrated by Unisys
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Applications – Phase Two
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 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
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Applications – Phase Three
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 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
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Applications - Phase Four
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 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
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Applications – Phase Five
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 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!
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Applications - Phase Six
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 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
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Applications - Phase Seven
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 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!
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Applications – Phase Eight
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 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!
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Applications - Phase Nine
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 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!
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Applications - Phase Ten
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 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
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Applications - Phase Eleven
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 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.
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Applications - Phase Twelve
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 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
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Applications - Phase Thirteen
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 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
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Summary
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 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!
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
What did you just learn?
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 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!!!!
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
What types of Applications? (Recipes…)
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 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..
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
Start small…
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 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!
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.
The bottom line
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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?
All rights reserved © 2006, Genesys Telecommunications Laboratories, Inc.