AnyDevice Voice Server pitch
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Transcript of AnyDevice Voice Server pitch
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
AnyDeviceVoice Server Strategy
AnyDeviceVoice Server Strategy
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Presentation OverviewPresentation Overview
BusinessUnit LevelStrategy
Market Growth OptionsCompetitive ArenaCompetitive ForcesMarket Segments
Where to compete
How to compete ExecutionWhat Customers WantProduct Roadmap / CapacityDistribution StrategyNext Steps
Competitive strategyMarket focusSustainability
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Market Growth OptionsMarket Growth Options
Current Core Business
Core softwareTechnologies for theBEA’s of the world
- and/or –Core technologies for
The Telematics industry
Directory services andnew features forNetwork Carriers
Compete in the CTIand IVR industries
Sales into theNetwork Carriers
RelatedMarkets/
Customers
AltogetherNew
Markets/Customers
CurrentMarkets/
Customers
Current Products/Services
Related Products/Services
Altogether NewProducts/Services
Current sales efforts forEnterprise Sales
of SiteXML systems
Add-on VoiceXML serveropportunity for existing
Enterprise Sales
Where to compete
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Competitive ArenaCompetitive Arena
VoiceServer
UnifiedMessaging
VoiceXML Gateway
Integration with other
XML services
IVR Platform
CTI-capable
ASP Services
Voice Portals
Personal Virtual
Assistants
Outbound telemarketing
calls
VoIPApplications
e-mail readers
Automated Speech
Recognition
Directory services
Notification services
Single Number
“Follow Me”
Where to compete
VoIPNetwork
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
“Voice Server” Competition“Voice Server” Competition
Where to compete
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
“IVR” Competition“IVR” Competition
Where to compete
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Competitive ForcesCompetitive ForcesThreat of Entry
MODERATE• Benefits from economies of scale• Product differentiation is LOW• Few government or legal barriers• Capital costs to create market share is high• Distribution access is a barrier to entry, as many companies are already locking up system integrators
Power of Suppliers
LOW• IVR suppliers have created proprietary solutions and are in a weak position to implement VoiceXML• Voice recognition vendors are still fragmented• Suppliers will not, initially at least, provide a high enough volume to the industry to exert too much pressure• Customers will not likely pull through particular technologies
Power of Customers
MODERATE• Switching costs are extremely high for the entrenched technology, but once moved to a VoiceXML server switching costs become moderate• Customers have bargaining power due to industry “hunger for a good deal” and revenue
Shifts to LOW as industry gains financial footing
Degree of Rivalry
HIGH• The industry is fragmented with high churn• Fixed costs are unpredictable with growth• Product differentiation is low… most companies are all offering the same basic product suite and are rapidly imitating each other
Threat From Product Substitutes
LOW• Difficult for CTI systems to incorporate VoiceXML• Threat of retaliation from entrenched CTI vendors is possible since most vendors have sunk costs and can engage in a pricing war using older technologies
Where to compete
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
UsesUses
• Customer Service
• Information• General• Location-sensitive
• Productivity• Messaging• Call and schedule management• Productivity
• M-commerce
• Safety & Security
Source: TMA Associates
Where to compete
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Growth SectorsGrowth Sectors
• Call Centers
• Hands-free– Phone use in cars
– Telematics
• Accessibility– Web access for visually or physically impaired
– “Surfing the web” by phone
Source: VoiceXML Forum
Where to compete
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Potential PitfallsPotential Pitfalls
• Adoption of new formats very slow– People tend to stick with what they know
– Works for and against the use of Phone for “web content”
• Society if visually oriented– Sound/Images, not just sound
• Reading comprehension is better
Source: VoiceXML Forum
Where to compete
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Potential PitfallsPotential Pitfalls
• Some elements better left as text– Driving directions
– Complex forms
• Navigation of voice system can be frustrating or circuitous
• Profitability– Will end users pay for it?
– As 3G comes online, will voice remain popular?
Source: VoiceXML Forum
Where to compete
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Competitive StrategyCompetitive Strategy
• Differentiation?– Command a price
premium
– Integration value added module
• Low Cost?– Market or below
market price
– Value added add-on to other products?
How to compete
LowPerceived Price
Moderate ValueMarket
(10 to 15%)
LowPerceived
Value
HighPerceived
Value
HighPerceived Price
Best ValueMarket
(50 to 65%)
Premium ValueMarket
(15 to 25%)
Hit & RunMarket(<5%)
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Market FocusMarket Focus
• Vertical Integration– Within the AnyDevice software suite
– Within other “software” solutions
• OEM strategy– “Secret Sauce” for Telematics, et al.
– Branded ingredient pull-through• i.e. “Intel Inside”, Nutrasweet, etc.
• Replacement strategy for existing CTI installations
How to compete
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Distribution StrategyDistribution Strategy
• Current Platform– Direct
– OEM (?)
• Voice Server 1.0+– Direct
• Add-on• Telecom
– OEM
– VARs (?)
– Universities• Free educational license in exchange
for samples and promotion
Execution
LowMargin
OEMDistribution
Integrated into anotherchannel/product
(Custom)
LowTurnover
HighTurnover
HighMargin
IndirectDistribution
via distributors/dealers(Commodity)
VerticalDistribution
via 3rd-party agents(Proprietary)
DirectDistribution
Direct Salesforce(Specialty)
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Distribution StrategyDistribution Strategy
• Channel Conflict– Internal vs. External
– Market segmentation and focus
– Compensation systems
• VAR Channel– Voice Server 3.0 or
earlier
– Access current CTI distribution channels
– Operational support
– Pricing/Margin
Execution
LowMargin
OEMDistribution
Integrated into anotherchannel/product
(Custom)
LowTurnover
HighTurnover
HighMargin
IndirectDistribution
via distributors/dealers(Commodity)
VerticalDistribution
via 3rd-party agents(Proprietary)
DirectDistribution
Direct Salesforce(Specialty)
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Product RoadmapProduct Roadmap
• Voice Server 1.0 R.S.N.– QA’d
– 99.9% VoiceXML
– Initial http: trigger for Outbound messages/calls with dedicated line
• Voice Server 2.0 Q3’01– Web interface for managing files (Voice Studio)
– Full-feature Outbound messages/calls
Execution
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Product RoadmapProduct Roadmap
• Voice Server 2.1 Q4’01– Management reporting
– Integration with Adobe’s VoiceXML GUI
• Voice Server 3.0 Resource-based– CTI data integration
– Switch integration
Execution
© 2001 ~ GreenSpring Ventures
AnyDevice Voice Server Strategy
Next StepsNext Steps
• Management Buy-in– Technology for meeting Product Roadmap targets
– Sales for distribution
– Marketing/Finance for budgeting
– Business Development… Adobe and Georgia Tech
– Board of Directors
• Complete “Voice Server 1.0” product– QA and Release for sale
– Additional development staff
– Telecom-focused sales staff
– Telecom support
Execution