fuseMe_Enterprise_Strategy_OCT2015_v1.4

fuseMe Overview & Enterprise Strategy Review
London
October 20, 2015
BEN BROOKS

|
AGENDA Platform Overview
Account/Prospective Customer Update
Enterprise Strategy Overview
FUSEME OVERVIEW & ENTERPRISE STRATEGY REVIEW| 19/10/152
To level-set the team on current product
momentum and share the enterprise app
market entry strategy
OBJECTIVE

|
fuseMe Platform
Overview &
Customer Update
FUSEME OVERVIEW & ENTERPRISE STRATEGY REVIEW | 19.10.153

|
Enterprise
Segments
Consumer
Segments
fuseMe Platform
Overview:
Multi-segment
platform based on
SDK & client build
version 4.0 enables
Xura to pursue:
Consumer
OTT App
Virtual
Number App
Internal
Comms App
Web Client
We are pursuing the consumer market
opportunistically and focusing efforts on enterprise

| FUSEME OVERVIEW & ENTERPRISE STRATEGY REVIEW| 19/10/155
Account/
Prospective
Customer Update:
APAC &
E&R Regions
• Solution description and proposal under
development
• Globe seeking guidance on go-to-market
• Customer interested, we are planning to
use the Globe plan for Telin
• Portugal Telecom interested in OTT play
• Early stages of evangelization
Enterprise
Segments
Consumer
Segments

Account/
Prospective
Customer Update:
MEAP &
NA Regions
• RFP submission for fuseMe & SDK, along
with web client
• Shortlisted for Virtual Number service in
Algeria & Tunisia
• Virtual Number proposal sent to
customer
Enterprise
Segments
Consumer
Segments
• Customer interested in OTT play
• Technical solution provided, working on
economics
• Interested in Virtual Number
• Setar 2nd Number

• Preparing documentation for BD efforts
and RFP response
• Proposal submitted for Whatsapp
replacement & IT system alerts
integration
• Insurer wants to mobilize the adjuster
process, awaiting RFP release
• V-Media interested in app for small
business customers
• Enable sales to share numbers with
customers and archive communications
Account/
Prospective
Customer Update:
APAC, E&R, LATAM
& NA Regions
Enterprise
Segments
Consumer
Segments

|
Enterprise Strategy
Discussion
FUSEME OVERVIEW & ENTERPRISE STRATEGY REVIEW | 19.10.158

|
Desktop First
Mobile Retrofit
Business
Messaging Apps
Enterprise
Solutions
The messaging market has evolved over the past several years…
Desktop
Centric
Mobile
Centric
Secure
Cross
Platform
Mobile-First
Messaging

| PRESENTATION TITLE | DD.MM.YY10
Enterprises are exploiting messaging because:
• It is familiar
• Easy to use
• Provokes new and more effective ways of working
• Employees are using consumer messaging tools
to address unmet communications needs
• Can boost collaboration, decision-making, productivity
Gartner – July 2015:
• By 2017, 40% of large
enterprises will
actively exploit UX
designs for employee-
facing apps.
• By 2018, 50% of team
coordination and
communication will
occur via mobile apps.
…with consumer apps setting UX expectations for enterprise users
“Clearly people are using these tools and craving that
experience” – Adam Preset, Gartner

|
Five key themes indicate that mobile enterprise communications
apps are a specific need for today’s enterprise employees…
Mobility
Collaboration
Security
Cost Savings
1
4
2
5
of users use multiple
screens to accomplish a
task over time – Google90%
64%
of users bring in their own
solution, which leads to
non-secure BYOA – LogMeIn
90%
in cost savings by moving
to latest video codecs at
similar quality levels – Fortune
of enterprises cite more
collaboration as a reason for
supporting apps – Frost & Sullivan56%
Productivity
3
13%
Lowering project completion
time and saving an average of
2 hours per month – IDC

|
…with forecasts supporting our hypothesis that this is a very large
and growing market
Source: 1Vision Mobile
$28
$58
2013 2016
CAGR
+20%
1. Consumerization of IT: decisions are
increasingly made by users, BYOD for example
leads to “BYOA”
2. Unbundling of IT: departmental purchase
decisions are leading to purchase unbundling
(e.g., product managers and dev team
managers making purchase decisions)
3. Diversification of IT: The iPad and mobile
phones started the trend away from a PC-
centric support environment for enterprises
4. Externalization of IT: Apps push enterprises to
expose functional APIs to these apps
Four Key Trends Driving GrowthEnterprise App Market ($B)

|
Enterprises need to provide consistent & flexible tools to solve
some of the very common pain points…
Enterprise Challenges Employee Challenges
Communication tools
w/ solid ROI
Employee BYOA
“Whatsapp” problem
Employee non-usage
of provided tools
Secure
communications
Regulatory
requirements
High-cost
legacy solutions
Tools are hard to use
& don’t work well
Separating work apps
from personal apps
Need quick solution
to share files & chat
Reach key contacts
when needed
Finding relevant files,
chats, emails, etc.
Lousy conference call
user experience

|
60% Reduction in
Communications
costs - McKinsey
70% of employees
access their corp data
via BYOD - Ovum
35% of SaaS apps
used are w/o IT input
– Frost & Sullivan
50% of US employees
store data on BYOD –
Milward Brown
SOX, FINRA, CCAR,
CFPB, OCC
25% savings by
moving to IP
comms - Cisco
64% of software
features rarely used –
Standish Group
64% of employees
visit non-work sites
daily – Salary.com
82% execs polled:
collab. apps = faster
execution - Forbes
4.9% productivity
improvement from
collab. tools- Cisco
300% ROI in 3 years
moving to collab.
apps - Forrester
77% of people report
audio issues w/ conf
calls - Cambridge

|
Communication tools
w/ solid ROI
Employee BYOA
Employee non-usage
of provided tools
Secure
communications
Regulatory
requirements
High-cost
legacy solutions
Tools are hard to use
& don’t work well
Separating work apps
from personal apps
Need quick solution
Reach key contacts
when needed
Finding relevant files,
chats, emails, etc.
Lousy conference call
user experience
60% Reduction in
Communications
costs - McKinsey
70% of employees
access their corp data
via BYOD - Ovum
35% of SaaS apps
used are w/o IT input
– Frost & Sullivan
50% of US employees
store data on BYOD –
Milward Brown
SOX, FINRA, CCAR,
CFPB, OCC
25% savings by
moving to IP
comms - Cisco
64% of software
features rarely used –
Standish Group
64% of employees
visit non-work sites
daily – Salary.com
82% execs polled:
collab. apps = faster
execution - Forbes
4.9% productivity
improvement from
collab. tools- Cisco
300% ROI in 3 years
moving to collab.
apps - Forrester
77% of people report
audio issues w/ conf
calls - Cambridge

| PRESENTATION TITLE | DD.MM.YY16
Need quick solution
…and fuseMe will help enterprises solve these problems
Employee BYOA
Enterprise Challenges
Find relevant files,
corporate address
book
Communication tools
w/ solid ROI
Lousy conference
call / video UX
& hard to use tools
High-cost
legacy solutions
• Secure communications
• Closed address book
• Consumer-grade UI & UX
• Easily accessible features – no manual required
• Save ~ $70/user/mo & leverage BYOD
• Eliminates desk phones, Lync server, & licenses
• Office 365 integration for address book
• Tagged files & cloud storage integrations
• VoIP, PSTN, & voice/video conferencing
• Virtual numbers & call transcripts
• Eliminate dial-in codes
• Admin panel for real-time controls
Employee Challenges

|
fuseMe is positioned to provide enterprises with a secure
communications tool on the desktop and on the go
fuseMe Enterprise
is a contextual communications app
that provides a secure mobile-first platform
for employee communication
We’re a mix of Skyp , Whatsapp,
Yammer & Google now
for the enterprise with an experience
that employees actually want to use

Connecting Employees through
1 Core Voice/Video/Messaging
2
3
4
Conferencing
Virtual Numbers
Contextual Data
The fuseMe Enterprise
core product…

|
We will differentiate our product through virtual number support
in an initial phase, and add contextual data in a later phase
Virtual Number: Value Proposition
New Phone # Virtualized for BYOD
Eliminates Need for 2nd Device
Extends to Desktop
Phone Replacement
Extends to Roaming Costs
Management/Control
Contextual Data: Value Proposition
Layer in Structured data…
 CRM & Corporate Data
› Account data surfaced when speaking to a sales rep
or GM of a region
› Key documents tagged and surfaced when
referenced in communications
 Online News & Social Data
› Pull in news & social media about a region,
customer, or topic of mutual interest
 Contact centric
› Pull data related to ongoing communication
Add Unstructured data…
Leverage BYOD trend…

|
Integrations with key solutions will extend the utility of our
solution and extend our ability to layer in contextual data
Contextualized Data
MultimediaStorageCollaboration
Contacts/Productivity

fuseMe Enterprise
Product Offer
- 3 Tiers
- Free tier enables
testing/trials by
enterprises
- More advanced
features at the
highest tier
Presence/Chat
Group Chat
Transfer Files in Chat
IP Audio/Video Calls
Android/iOS/Web Client
Audio/Video
Conferencing
Up to 3 Users
Corporate Address Book
Add/Dial Out Conference
Attendees
fuseMe Calls Attendees to
Join Conference
Searchable Archive Up to 3 months
Cloud Storage Support
Desktop/App Sharing
Synchronized Chat
Audio/Video Recording
Virtual Business #’s
Integrated Business Data
Call Transcripts
Admin Console
fuseMe Enterprise
$10/User/Mo
fuseMe Business
$5/User/Mo
fuseMe Starter
Free

|
fuseMe Enterprise Product Roadmap
x.x = Baselined
x.x = Under Consideration
Q4 2015
• iOS app based on
forge SDK & new UI
• Android app based
on forge SDK & new
UI
• Chat & Group Chat
• Voice
• Video
• Contact Synch
• Facebook, Email,
Phone Number
login
4.0
fuseMe
Enterprise
Q1 2016
• Web Client
• Web-to-app
interoperability
• fuseMe-to-fuseMe
Voice Conferencing
• fuseMe-to-fuseMe
Video Conferencing
• Office 365
integration
• Virtual number
support
• Meeting controls,
screen sharing
4.1
Q2 2016
• Synchronized /
Persistent chat
• Cloud storage
integrations
• Searchable
messaging archives
• Enterprise data
integrations
• Audio/Video Call
recording
• Call transcripts
• Custom chat
notifications
4.2
Q3 2016
• Contextual data /
NLP integrations
• Collaboration
platform
integrations
• Multimedia
integrations
• Admin console
• Dial-in conferencing
• Dial out to add
guests to
conferences
• Lock conferences
4.3

|
MNO partnerships will be key to our distribution strategy…
2%
8%
5%
14%
34%
38%
0% 10% 20% 30% 40%
Why
MNOs?
Rationale Q: Which type of suppliers do you consider your prime
supplier or “trusted supplier” for mobile software selection
and deployment?1
ISVs
OEMs
MNOs
SIs
VARs
Other
• Relationship with end
customer typically exists
• Billing capability already in
place
• Strategic fit with MNO service
provider position
• Bundling opportunities with
business accounts, also
obscures pricing
% of respondents
Source: 1Yankee Group

|
Customer Segmentation & Sales Approach
Consumer/
SOHO
Small
Business
Medium
Business
Large
Business
Strategic
Enterprise
1-2
#ofSeats/
Devices
3-9 10-100 101-499 500+
Sales
Channel
Online MNO MNO MNO
Direct
Sales
Vertical
Focus
N/A
Not Targeted
MNO-Dependent MNO-Dependent MNO-Dependent
Banking
Healthcare
Sales
Cycle
Immediate Quick Medium Long Lengthy
Value
Prop
N/A
Total Comms
Solution
Total Comms
Solution
Mobile Comms
Enablement
Distributed Teams
Communications

|
fuseMe Enterprise: Target MNO Partnerships
LATAM Region
expected to offer the
greatest opportunity
Brazil
Peru
Argentina
Chile
Mexico
N. America & Europe
offer selective
opportunities
US
Canada
France
Spain
Germany
Netherlands
Italy
Austria
Switzerland
Turkey

|
Unified Comms Office Productivity Conferencing Collaboration Apps
• None
• None • None • None • None
• None • None
• None
• None • None
MNO Enterprise Portfolios – North America Region
AT&T Business
Messaging

|
• None • Chat & Calls App
• None • None
• None • None
MNO Enterprise Portfolios – Latin America Region (Mexico & Brazil)

|
• None
• Secure chat,
calling
• None • None
• None • None
• None
• None • None
• None • None
• None
MNO Enterprise Portfolios – Latin America Region (Argentina, Peru, Chile)

|
• None
• None
• None • None
• None • None
• None • None
• None
• None • None
• Virtual PBX • None
• None • Calling Only
• Virtualized fixed line
calling app
MNO Enterprise Portfolios – E&R Region (France, Spain, Germany)

|
• None
• None • None • None
• IP-PBX • None
• FMC, PBX • None
• IP-PBX • Audio Conferencing • None
• Mobile-PBX • None • None
• Conferencing
App
• UCC • None • None
MNO Enterprise Portfolios – E&R Region (Netherlands, Austria, Switzerland)

|
• IP-PBX • None • None
• None • None • Video Conferencing • Video Conferencing App
MNO Enterprise Portfolios – E&R Region (Italy & Turkey)

|
fuseMe Enterprise forecasted to grow to $5M in 3 years
Xura MNO Partnerships Xura Revenue ($M)
We are assuming that each region delivers an MNO
partnership at some point in 2016, with partnership
growth concentrated in LATAM, North America, and
Europe in 2017-2018
With various partners onboarding throughout 2016,
revenues will be modest for the year, with sales
momentum picking up in 2017 & 2018
$0.92
$2.69$0.56
$2.29
$0.31
$1.48
$0.29
$0.93
$0.26
$0.87
$0.69
$2.34
$8.27
2016 2017 2018
Latin America
North America
Europe
Asia Pacific
Middle East & Africa
1
1
1
1
1
3
2
2
1
1
4
3
3
2
2
8
6
6
4
4
0 5 10 15
LATAM
North America
Europe
APAC
MEAP
2016
2017
2018

|
Marketing Summary – Maria to Update
Marketing Plan
Sales Engagement
Market Input
Channel Engagement
Educate – Build Advocates – Internal Usage
Train – Excite – Support
Drive Awareness – Promote Early Wins
Iterate Market Feedback

|
An enterprise app balances out our current product portfolio
Target Audience
Pro’s
Con’s
Development teams
• Bolt-on toolsets to apps,
solutions, and services
• Provides shortcuts so developer
can focus on core app
• Requires development team
Marketing/Finance/Dev/Ops
• Ready-made app that
enterprises can white-label
• One-stop shop for all
communication needs
• Not as flexible as forge

|
Appendix
Competitive Assessment
Channel SWOT
Marketing Strategy Detail

fuseMe enterprise
touches multiple
markets served by
distinct products
- Unified
Communications
- Conferencing
- Collaboration Conferencing Collaboration
Unified
Comms

|
Competitive Overview - Placeholder

|
Placeholder: Channel SWOT
Channel Strengths Weaknesses Opportunities Threats
MNOs TBD TBD TBD TBD
SIs TBD TBD TBD TBD
Direct Sales TBD TBD TBD TBD

|
Placeholder: Channel SWOT
Channel Strengths Weaknesses Opportunities Threats
Online TBD TBD TBD TBD
Other
Partners
TBD TBD TBD TBD

|
Important Note on Targeting
Targeting is not about ignoring or excluding customers that are part of
non-target segments
Targeting is about two things:
1. Identifying and focusing on the segments that matter most to Xura
• Pursue segments most attractive to Xura, where Xura is most
likely to win
2. Tailoring marketing initiatives, solutions development, sales
efforts, and other elements of go-to-market strategy to the target
segment(s)
• Create the most compelling value proposition for the target
segment(s)

|41
• Operator / partner focused
campaign
• Build more interactive
content – videos, games
and other
• Push out app again to get
people using it – internally
and distribute to ‘friends of
Xura’
• Marketing workshops /
experience days start
• Continue everything in
engage box
• As leads get hot work
with sales to bring
deals to a close
through marketing
support / prospect
engagement
• Create use cases
relevant for interested
parties
• Partner marketing
• Support sales to
close deals
• Build marketing
programmes /
assets to ensure
fuseMe success in
markets
• Support enterprises
with ideas for
channels and
making the most
from fuseMe
• Idea generation
Acquire Engage Nurture Close
• Get internal and external audience excited –
start with internal kick off campaign and move
to external
• Update website focusing on Enterprise - use-
cases driven to better engage visitors –
finance, healthcare
• Create integrated Campaign programme to
new enterprise audiences as well as partner /
operator – internal an external campaigns run
side by side
• eDM and newsletters
• Speak / presence at more events
• Build Media & Analyst Campaigns
• Thought-leadership awareness
through PR, analysts, webinars, etc.
• PPC, SEO and display advertising
Marketing engagement funnel

|
Marketing plan42
October November December 2016
• INTERNAL COMMS
• Sales Update to Xura
• Bi-weekly Pow Wows Marketing
Pack created
• Comp Mark Analysis Update
EXTRNAL MARCOMS
• Collateral Created / Update
• Start Use Case Creation
• Web Updates in line with new
brand
• Talking Points
• Demo Video
• Research to be initiated on
enterprise space – in line with new
band launch - take the lead on
this.
• Customer Newsletter
• Events – Futurecom / Money 2020
INTERNAL COMMS
• Xura TV
• Sales Training continues
• Bi-weekly Pow Wows
• Weekly Wrap & other Comms
EXTERNAL MARCOMS
• Continue to update collateral
• Demo Videos
• Use Cases
• Customer Webinar
• SDK / fuseMe evangelist
• PR ramped up – inclusion in core titles
• fuseMe 4.0 / enterprise strategy PR
• Build collaborations and partnerships
• Launch Experience Days – marketing
workshop / demo days
• Kick off external campaigns with new
brand – interactive guide
INTERNAL COMMS
• Launch as internal comms tool
• Pushing out internal updates on fuseMe
• Xura TV
EXTERNAL MARCOMS
• fuseMe web interface PR
• Collateral Update
• SDK / fuseMe evangelist and exposure at events
– Rich Communication
• LinkedIn campaign
• Ongoing PR - head to head / issues jumping
• Launch friends off campaign
• Experience Days – marketing workshop / demo
days
• Enterprise-focused campaigns – “next
messaging”
INTERNAL COMMS
• Pushing out internal updates on
fuseMe
• Xura TV
EXTERNAL MARCOMS
• Collateral Update
• SDK / fuseMe evangelist and exposure
at events
• Launch first enterprise customers –
public announcement
• Research to launched on enterprise
space – marketing and PR
• MWC
• New Feature PRs
• Ongoing PR
• Experience Days
– marketing workshop / demo days
• Enterprise-focused campaigns

|43 FUSEME MARKETING PLAN 2015/16
Analyst Research • Many independent analyst houses
have no or limited research on the
enterprise app market – there are no
solid predictions on growth or market
forecasts
• IN addition we need to find our
distinguishing factor – something that
will make fuseMe stand out from the
crowd.
• We will commission market research
which WE OWN, and once launched
WILL ENABLE US TO BUILD A PROFILE
TO HELP US OWN the space and build
a credible position, gain access to
customers, build use cases, forecast,
support product development,
embrace for PR and Marketing

|44 DISC ROADMAP NOVEMBER 2014
Experience Days:
Operator and
Enterprise
© Acision 2014 44
Xura Enterprise / Partner
• Demo fuseMe and get core team using the
product
Demo
Discovery
• Plan, positioning, goals, content, collaboration,
contextDefine
• Implementation procedures and what is
needed to pilot - brand identifyDevelop
• How to deliver and engage employees to
create long-term credible / effective
communication tool
Delivery
Workshop
Structure
• Objectives, Strategy and Company
Assessment
• Experience day to introduce fuseMe and prepare for pilot / launch – enterprise or
operators partner

|45
The internal engagement opportunity

|46
fuseMe enterprise sales
engagement
• Sale collateral / marketing pack
• New comp / Market Analysis
Update
• Sales updates / training
• Bi-weekly pow wows
• Ongoing comms / sales support
• Work hand in hand in the sales
to engage and close
Product Training
wk 1-2 wk3 wk4 wk5 wk6
Target markets / partners /
MNOS /Customers Identified
FollowUp
wk7
fuseMe
Overview
Training
FuseMe
Enterprise
Collateral Updates –Enterprise

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