What's Next: How to charge more by reinventing cloud PBX services

What’s Next?

How toCharge Moreby Reinventing VoIP Services

Saturday, May 11, 13

CAN YOU SPEAK MAGIC?

2Saturday, May 11, 13


2

Ben Klang



3

How toCharge More

by Reinventing VoIP Services



4

Making a buck inVoIP and Cloud PBX

is Hard



4

Making a buck inVoIP and Cloud PBX

is Hard

...and Getting Harder



THE PROBLEMS



THE PROBLEMS

Price Minimization



THE PROBLEMS

Price MinimizationService Homogenization



THE PROBLEMS

Price MinimizationService HomogenizationSexiness Boringization



6

PRICE MINIMIZATION



1995 PRICE-PER-MINUTE




9




9

0*



TODAY’S PRICE-PER-MINUTE



SERVICE HOMOGENIZATION




12,000 vertical pixels of textCovers North American providersThe full list is 3 times longer than thisI tried showing you the full list in this presentation but it kept crashing the software


WHO’S WHO OF DEAD VOIP


27% of checked sites are dead



•78 Companies Checked





•78 Companies Checked•21 Websites Down/Gone





•78 Companies Checked•21 Websites Down/Gone•How many more silently failed?




SEXINESS BORINGIZATION


Boringization: Was sexy for a minute when VoIP disrupted the remnants of Ma Bell. Then got exciting again when cheap PBXes moved to the cloud. But now what?This is evidence that all the interesting problems have been solved. At this point you are not going to enter this market selling generic voice minutes or Cloud PBX services and expect to surprise anyone - they’ve gone mainstream. We have to reach further.


SERVICE COMMODITIZATION

17

http://mspmentor.net/acquisitions/hosted-voip-acquisition-warwick-valley-telephone-buys-alteva





SERVICE COMMODITIZATION

18http://www.zacks.com/stock/news/97333/jcom-on-acquisition-spree

“Last year, the company made six acquisitions related to cloud-based services.”

“The company executed three more buyouts early this year. The aggressive buyout strategy of the company will consolidate its global leading position in the virtual PBX market.”


http://www.zacks.com/stock/news/97333/jcom-on-acquisition-spree

http://www.zacks.com/stock/news/97333/jcom-on-acquisition-spree


GIVING UP



THREE OUTCOMES


Unless you’re the one doing the buying...If you are in this market and you’re not changing something, these are the outcomes


THREE OUTCOMES

Be Bought




THREE OUTCOMES

Be BoughtTread Water




THREE OUTCOMES

Be BoughtTread Water

Give Up




FOURTH OPTION:


Such an overused word. So let’s look at what it means


FOURTH OPTION:

21

INNOVATE


Such an overused word. So let’s look at what it means


INNOVATION


Go against the mainstream. Don’t just do what everyone else is doingNot just lipservice


INNOVATION•Change Business Model




INNOVATION•Change Business Model•Switch from selling minutes to seats




INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones




INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different




INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different •“The Customer Service Leader”




INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different •“The Customer Service Leader”•“Fastest Deployment Time Period”




INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different •“The Customer Service Leader”•“Fastest Deployment Time Period”•Specialization




INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different •“The Customer Service Leader”•“Fastest Deployment Time Period”•Specialization•Highly targeted products and services




INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different •“The Customer Service Leader”•“Fastest Deployment Time Period”•Specialization•Highly targeted products and services•Vertical Integration




INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different •“The Customer Service Leader”•“Fastest Deployment Time Period”•Specialization•Highly targeted products and services•Vertical Integration•Deliver things that others can’t




INNOVATIONTHROUGH

SPECIALIZATION


Let’s solve real problems


HOW DOES THIS WORK?



HOW DOES THIS WORK?

1.Identify a market to serveThe more specific the better!Pick one you know or have connections to



HOW DOES THIS WORK?


2.Learn what makes them tickWhat pains do they suffer?Where are opportunities to solve problems?



HOW DOES THIS WORK?



3.Solve problems, sell solutions



HOW DOES THIS WORK?



3.Solve problems, sell solutions4.Repeat Step 3



HOW DOES THIS WORK?



3.Solve problems, sell solutions4.Repeat Step 35.Profit!



WHY DOES THIS WORK?


As long as you keep the price competitive, or the price/value balance


WHY DOES THIS WORK?

•Niche markets often underserved




WHY DOES THIS WORK?

•Niche markets often underserved•Solutions create high value!




WHY DOES THIS WORK?

•Niche markets often underserved•Solutions create high value!•Tailored beats Generic every time




WE HAVE THE BEST TOYS!


VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems


...BUT WE SELL THIS



WHAT SHOULD WE BUILD?



WHAT SHOULD WE BUILD?•Automate Medical Claims



WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication



WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication•Reuse primary auth via website



WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication•Reuse primary auth via website•Verify with voice biometrics



WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication•Reuse primary auth via website•Verify with voice biometrics•Cross-check against caller location



WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication•Reuse primary auth via website•Verify with voice biometrics•Cross-check against caller location•Call recording/transcription



WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication•Reuse primary auth via website•Verify with voice biometrics•Cross-check against caller location•Call recording/transcription•Medical advice given to patient automatically added to patient file



WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication•Reuse primary auth via website•Verify with voice biometrics•Cross-check against caller location•Call recording/transcription•Medical advice given to patient automatically added to patient file•Auditing/Service Quality Assurance





The key to ROI in these markets is identifying commonalities, like Tessitura, and building solutions that integrate with existing, widely deployed packages


WHAT SHOULD WE BUILD?•Arts Management




WHAT SHOULD WE BUILD?•Arts Management•Enable perfect memory




WHAT SHOULD WE BUILD?•Arts Management•Enable perfect memory•Anticipate caller’s needs




WHAT SHOULD WE BUILD?•Arts Management•Enable perfect memory•Anticipate caller’s needs•Concierge receives callerinfo via Instant Message:Caller Photo, Last Ticket Purchase, Seating Preference, Lifetime Donation Amount




WHAT SHOULD WE BUILD?•Arts Management•Enable perfect memory•Anticipate caller’s needs•Concierge receives callerinfo via Instant Message:Caller Photo, Last Ticket Purchase, Seating Preference, Lifetime Donation Amount•Click-to-Call options for purchasing tickets integrated with popular backend software




WHAT SHOULD WE BUILD?•Arts Management•Enable perfect memory•Anticipate caller’s needs•Concierge receives callerinfo via Instant Message:Caller Photo, Last Ticket Purchase, Seating Preference, Lifetime Donation Amount•Click-to-Call options for purchasing tickets integrated with popular backend software•Automate weather contingency notification




CASE STUDY



CASE STUDY

•Commoditized Market: Home Remodeling



CASE STUDY

•Commoditized Market: Home Remodeling•No players in market with more than a single-digit share



CASE STUDY

•Commoditized Market: Home Remodeling•No players in market with more than a single-digit share•Industry reputation for low quality, poor service, unhappy customers



CASE STUDY


Professionalized the industryClick-to-call small feature to implement, BIG impact on productivityAll calls recorded for training


CASE STUDY•Built 100% customERP package




CASE STUDY•Built 100% customERP package•Automates processes for sales, financing, product installation, ongoing customer service




CASE STUDY•Built 100% customERP package•Automates processes for sales, financing, product installation, ongoing customer service•Call center automation




CASE STUDY•Built 100% customERP package•Automates processes for sales, financing, product installation, ongoing customer service•Call center automation•Confirm appointments with consumer




CASE STUDY•Built 100% customERP package•Automates processes for sales, financing, product installation, ongoing customer service•Call center automation•Confirm appointments with consumer•Match qualified reps with leads




CASE STUDY•Built 100% customERP package•Automates processes for sales, financing, product installation, ongoing customer service•Call center automation•Confirm appointments with consumer•Match qualified reps with leads•Click-to-call for agents




CASE STUDY



CASE STUDY•$172MM in 2012



CASE STUDY•$172MM in 2012•Est. $365 in 2013



CASE STUDY•$172MM in 2012•Est. $365 in 2013•New offices around the country



WE HAVE THE BEST TOYS TOOLS


VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems


37

adhearsion.com@Adhearsion

http://mojolingo.com@MojoLingo

@[email protected]


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http://mojolingo.com




http://twitter.com/bklang

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