AnyDevice Voice Server pitch


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AnyDevice Voice Server pitch

  1. 1. AnyDevice Voice Server Strategy
  2. 2. Presentation Overview Business Unit Level Strategy Market Growth Options Competitive Arena Competitive Forces Market Segments Where to compete How to compete Execution What Customers Want Product Roadmap / Capacity Distribution Strategy Next Steps Competitive strategy Market focus Sustainability
  3. 3. Market Growth Options Current Core Business Core software Technologies for the BEA’s of the world - and/or – Core technologies for The Telematics industry Directory services and new features for Network Carriers Compete in the CTI and IVR industries Sales into the Network Carriers Related Markets/ Customers Altogether New Markets/ Customers Current Markets/ Customers Current Products/ Services Related Products/ Services Altogether New Products/Services Current sales efforts for Enterprise Sales of SiteXML systems Add-on VoiceXML server opportunity for existing Enterprise Sales Where to compete
  4. 4. Competitive Arena Voice Server Unified Messaging VoiceXML Gateway Integration with other XML services IVR Platform CTI-capable ASP Services Voice Portals Personal Virtual Assistants Outbound telemarketing calls VoIP Applications e-mail readers Automated Speech Recognition Directory services Notification services Single Number “Follow Me” Where to compete VoIP Network
  5. 5. “ Voice Server” Competition Where to compete
  6. 6. “ IVR” Competition Where to compete
  7. 7. Competition How to compete XX % XX % XX % XX % XX % XX % Company “ B” AnyDevice Voice Server Acceptability Affordability Availability Availability Company “ C” Company “ D” Market Value Coverage XX % XX % XX % XX % XX % XX % XX % XX % XX % XX % XX % XX % XX % XX % XX % XX % XX % XX % Marketing Mix Average
  8. 8. Competitive Forces <ul><li>Threat of Entry </li></ul><ul><li>MODERATE </li></ul><ul><li>Benefits from economies of scale </li></ul><ul><li>Product differentiation is LOW </li></ul><ul><li>Few government or legal barriers </li></ul><ul><li>Capital costs to create market share is high </li></ul><ul><li>Distribution access is a barrier to entry, as many companies are already locking up system integrators </li></ul><ul><li>Power of Suppliers </li></ul><ul><li>LOW </li></ul><ul><li>IVR suppliers have created proprietary solutions and are in a weak position to implement VoiceXML </li></ul><ul><li>Voice recognition vendors are still fragmented </li></ul><ul><li>Suppliers will not, initially at least, provide a high enough volume to the industry to exert too much pressure </li></ul><ul><li>Customers will not likely pull through particular technologies </li></ul><ul><li>Power of Customers </li></ul><ul><li>MODERATE </li></ul><ul><li>Switching costs are extremely high for the entrenched technology, but once moved to a VoiceXML server switching costs become moderate </li></ul><ul><li>Customers have bargaining power due to industry “hunger for a good deal” and revenue </li></ul><ul><li>Shifts to LOW as industry gains financial footing </li></ul><ul><li>Degree of Rivalry </li></ul><ul><li>HIGH </li></ul><ul><li>The industry is fragmented with high churn </li></ul><ul><li>Fixed costs are unpredictable with growth </li></ul><ul><li>Product differentiation is low… most companies are all offering the same basic product suite and are rapidly imitating each other </li></ul><ul><li>Threat From Product Substitutes </li></ul><ul><li>LOW </li></ul><ul><li>Difficult for CTI systems to incorporate VoiceXML </li></ul><ul><li>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 </li></ul>Where to compete
  9. 9. Uses <ul><li>Customer Service </li></ul><ul><li>Information </li></ul><ul><ul><ul><li>General </li></ul></ul></ul><ul><ul><ul><li>Location-sensitive </li></ul></ul></ul><ul><li>Productivity </li></ul><ul><ul><ul><li>Messaging </li></ul></ul></ul><ul><ul><ul><li>Call and schedule management </li></ul></ul></ul><ul><ul><ul><li>Productivity </li></ul></ul></ul><ul><li>M-commerce </li></ul><ul><li>Safety & Security </li></ul>Source: TMA Associates Where to compete
  10. 10. Growth Sectors <ul><li>Call Centers </li></ul><ul><li>Hands-free </li></ul><ul><ul><li>Phone use in cars </li></ul></ul><ul><ul><li>Telematics </li></ul></ul><ul><li>Accessibility </li></ul><ul><ul><li>Web access for visually or physically impaired </li></ul></ul><ul><ul><li>“Surfing the web” by phone </li></ul></ul>Source: VoiceXML Forum Where to compete
  11. 11. Potential Pitfalls <ul><li>Adoption of new formats very slow </li></ul><ul><ul><li>People tend to stick with what they know </li></ul></ul><ul><ul><li>Works for and against the use of Phone for “web content” </li></ul></ul><ul><li>Society if visually oriented </li></ul><ul><ul><li>Sound/Images, not just sound </li></ul></ul><ul><li>Reading comprehension is better </li></ul>Source: VoiceXML Forum Where to compete
  12. 12. Potential Pitfalls <ul><li>Some elements better left as text </li></ul><ul><ul><li>Driving directions </li></ul></ul><ul><ul><li>Complex forms </li></ul></ul><ul><li>Navigation of voice system can be frustrating or circuitous </li></ul><ul><li>Profitability </li></ul><ul><ul><li>Will end users pay for it? </li></ul></ul><ul><ul><li>As 3G comes online, will voice remain popular? </li></ul></ul>Source: VoiceXML Forum Where to compete
  13. 13. Competitive Strategy <ul><li>Differentiation? </li></ul><ul><ul><li>Command a price premium </li></ul></ul><ul><ul><li>Integration value added module </li></ul></ul><ul><li>Low Cost? </li></ul><ul><ul><li>Market or below market price </li></ul></ul><ul><ul><li>Value added add-on to other products? </li></ul></ul>How to compete Low Perceived Price Moderate Value Market (10 to 15%) Low Perceived Value High Perceived Value High Perceived Price Best Value Market (50 to 65%) Premium Value Market (15 to 25%) Hit & Run Market (<5%)
  14. 14. Market Focus <ul><li>Vertical Integration </li></ul><ul><ul><li>Within the AnyDevice software suite </li></ul></ul><ul><ul><li>Within other “software” solutions </li></ul></ul><ul><li>OEM strategy </li></ul><ul><ul><li>“ Secret Sauce” for Telematics, et al. </li></ul></ul><ul><ul><li>Branded ingredient pull-through </li></ul></ul><ul><ul><ul><li>i.e. “Intel Inside”, Nutrasweet, etc. </li></ul></ul></ul><ul><li>Replacement strategy for existing CTI installations </li></ul>How to compete
  15. 15. Sustainability <ul><li>How sustainable of an advantage? </li></ul><ul><ul><li>Maintain barriers to entry </li></ul></ul><ul><ul><li>Durability of the AnyDevice brand </li></ul></ul><ul><ul><li>Transparency will be a problem (i.e. Dell) </li></ul></ul><ul><ul><ul><li>Should keep some IP internal and not even share with system integrators or other partners </li></ul></ul></ul><ul><ul><li>Transferability </li></ul></ul><ul><ul><ul><li>Capability to be embedded in AnyDevice’s culture, processes, and systems and therefore difficult to move </li></ul></ul></ul><ul><ul><li>Replicability </li></ul></ul><ul><ul><ul><li>Is it hard to copy? </li></ul></ul></ul><ul><ul><ul><li>Some assets, like trust, take time to build… makes it difficult to copy </li></ul></ul></ul>Source: R. Kazanjian, GBS How to compete
  16. 16. Sustainability <ul><li>How sustainable of an advantage? </li></ul><ul><li>Hypercompetition will remain an issue </li></ul><ul><ul><li>Wide-scale benchmarking </li></ul></ul><ul><ul><li>Product proliferation and imitation </li></ul></ul><ul><ul><li>Rapid new product cycle time </li></ul></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><ul><li>Joint Ventures and Alliances </li></ul></ul></ul><ul><ul><ul><li>Consolidation </li></ul></ul></ul><ul><ul><li>“ Fast Followers” for feature/functionality </li></ul></ul>Source: R. Kazanjian, GBS How to compete
  17. 17. Customer Wants <ul><li>User ~ Performance Value </li></ul><ul><ul><ul><li>Quality Obsession </li></ul></ul></ul><ul><ul><ul><li>Differentiation </li></ul></ul></ul><ul><ul><ul><li>Innovation </li></ul></ul></ul><ul><li>Payer ~ Price Value </li></ul><ul><ul><ul><li>Target Costing </li></ul></ul></ul><ul><ul><ul><li>Financing </li></ul></ul></ul><ul><li>Buyer ~ Service Value </li></ul><ul><ul><ul><li>Customer Support </li></ul></ul></ul><ul><ul><ul><li>One Stop Accountability </li></ul></ul></ul><ul><ul><ul><li>Value Added Services </li></ul></ul></ul>Source: J. Sheth, GBS Execution
  18. 18. Distribution Strategy <ul><li>Current Platform </li></ul><ul><ul><li>Direct </li></ul></ul><ul><ul><li>OEM (?) </li></ul></ul><ul><li>Voice Server 1.0+ </li></ul><ul><ul><li>Direct </li></ul></ul><ul><ul><ul><li>Add-on </li></ul></ul></ul><ul><ul><ul><li>Telecom </li></ul></ul></ul><ul><ul><li>OEM </li></ul></ul><ul><ul><li>VARs (?) </li></ul></ul><ul><ul><li>Universities </li></ul></ul><ul><ul><ul><li>Free educational license in exchange for samples and promotion </li></ul></ul></ul>Execution Low Margin OEM Distribution Integrated into another channel/product (Custom) Low Turnover High Turnover High Margin Indirect Distribution via distributors/dealers (Commodity) Vertical Distribution via 3 rd -party agents (Proprietary) Direct Distribution Direct Salesforce (Specialty)
  19. 19. Distribution Strategy <ul><li>Channel Conflict </li></ul><ul><ul><li>Internal vs. External </li></ul></ul><ul><ul><li>Market segmentation and focus </li></ul></ul><ul><ul><li>Compensation systems </li></ul></ul><ul><li>VAR Channel </li></ul><ul><ul><li>Voice Server 3.0 or earlier </li></ul></ul><ul><ul><li>Access current CTI distribution channels </li></ul></ul><ul><ul><li>Operational support </li></ul></ul><ul><ul><li>Pricing/Margin </li></ul></ul>Execution Low Margin OEM Distribution Integrated into another channel/product (Custom) Low Turnover High Turnover High Margin Indirect Distribution via distributors/dealers (Commodity) Vertical Distribution via 3 rd -party agents (Proprietary) Direct Distribution Direct Salesforce (Specialty)
  20. 20. Product Roadmap <ul><li>Voice Server 1.0 R.S.N. </li></ul><ul><ul><li>QA’d </li></ul></ul><ul><ul><li>99.9% VoiceXML </li></ul></ul><ul><ul><li>Initial http: trigger for Outbound messages/calls with dedicated line </li></ul></ul><ul><li>Voice Server 2.0 Q3’01 </li></ul><ul><ul><li>Web interface for managing files (Voice Studio) </li></ul></ul><ul><ul><li>Full-feature Outbound messages/calls </li></ul></ul>Execution
  21. 21. Product Roadmap <ul><li>Voice Server 2.1 Q4’01 </li></ul><ul><ul><li>Management reporting </li></ul></ul><ul><ul><li>Integration with Adobe’s VoiceXML GUI </li></ul></ul><ul><li>Voice Server 3.0 Resource-based </li></ul><ul><ul><li>CTI data integration </li></ul></ul><ul><ul><li>Switch integration </li></ul></ul>Execution
  22. 22. Next Steps <ul><li>Management Buy-in </li></ul><ul><ul><li>Technology for meeting Product Roadmap targets </li></ul></ul><ul><ul><li>Sales for distribution </li></ul></ul><ul><ul><li>Marketing/Finance for budgeting </li></ul></ul><ul><ul><li>Business Development… Adobe and Georgia Tech </li></ul></ul><ul><ul><li>Board of Directors </li></ul></ul><ul><li>Complete “Voice Server 1.0” product </li></ul><ul><ul><li>QA and Release for sale </li></ul></ul><ul><ul><li>Additional development staff </li></ul></ul><ul><ul><li>Telecom-focused sales staff </li></ul></ul><ul><ul><li>Telecom support </li></ul></ul>Execution