Call control allows applications to take control of calls to add value for callers. It has historically required over-the-top services but can now reside in carrier networks. Call control can occur at different points in a call and enables innovative applications like IVRs, translations, reminders, and more. A hackathon is proposed to explore call control options using AT&T's APIs and developing a soft phone app shell to make it easier for developers to add device call control capabilities.

1. CAN YOU SPEAK MAGIC?
A Hackathon Focused on Call Control
But when left to our
imagination…

2. CAN YOU SPEAK MAGIC?
WHAT IS CALL CONTROL?
• Call Control is the ability for applications to take control of a call to
do something – hopefully with added value on behalf of the calling
parties.
• Call Control historically required Over The Top (OTT) services that
sit outside the carrier networks to mediate the call.
• More recently, work is being done to allow Call Control to reside
within the carrier network and allow for innovative groups to use
this available technology -- The Foundry works here
• Call Control can occur at several points of integration within a
normal call:
• In between the calling parties via SP-owned numbers
• In between the calling parties via SP outbound call services
• At the caller’s phone via a soft phone app

3. CAN YOU SPEAK MAGIC?
WHY IS CALL CONTROL INTERESTING?
• Because as telephony and interactive technologies are
converging on top of Web 3.0 semantic layers, new features,
applications and systems are being developed faster than any
time in history
• Because as voice activation, TTS, ASR and NLP are becoming
more accepted technologies in quality and reliability for
support and service applications, these technologies are
exploding with the help of call control
• Because voice, image, touch and gesture will be the dominant
user experience of the near future
• Because calling and texting are still the worlds most used
communication technologies
• Because the world is mobile

4. CAN YOU SPEAK MAGIC?
WHO BENEFITS FROM CALL CONTROL?
• Application Developers – building new skills and new
achievements with new technologies
• Start-ups – finding new markets and marketplaces
• Product Managers – identifying new features to extend the life
and the accessibility of current products
• Carriers – finding new applications to mitigate churn and
improve conversion
• Consumers – using applications that utilize allowed data to
make life easier and provide more opportunities

5. CAN YOU SPEAK MAGIC?
EXAMPLE CALL CONTROL APPLICATIONS
• IVR, self service
• Polling
• Translation services
• LBS Service Requests (eg. Taxi Dispatch, Local Plumbers,
Restaurants)
• Biometric voice identifiers for fraud management
• Mid-Call Services (call recording, attendant, instant
conferencing)
• Reminders (wake-up, take medication, pay bills, doctor
appointments, calendar integrations)

6. CAN YOU SPEAK MAGIC?
CALL CONTROL OPTIONS – SERVER ONLY
Without a soft phone app,
the application must use a
specific number to
intercept the call for call
control.
That number can be
published or unpublished
as a proxy such as used in
Google Voice.
The types of applications
that can be built with server
only -based call control
include IVR systems,
reminder outbound calls,
conference calling,
voicemail, fetch call
systems.

7. CAN YOU SPEAK MAGIC?
CALL CONTROL OPTIONS – SERVER & DEVICE COUPLED
Using a device-based or
browser-based softphones
can provide developers and
product owners greater
opportunity for improving
user experience and adding
new applications / features
using real customer
numbers and customer-
allowed data.
Voxeo’s Phono is one such
browser-based open source
soft phone app that
requires Flash, Java or
WebRTC to run on the
device

8. CAN YOU SPEAK MAGIC?
CALL CONTROL LANDSCAPE
Technology Pro Con
- Simple to use - Only provides CC
- Brand recognition Basics
- Hosted Scripting - Limited
and Web API integration
options options w/
- Now available Scripting
through the AT&T
APIMatrix
- High-level language - Developer must
(Ruby) know Ruby
- Technology
Integration
- Runs @ Foundry

9. CAN YOU SPEAK MAGIC?
ADHEARSION ARCHITECTURE – VOICE APP FRAMEWORK

10. CAN YOU SPEAK MAGIC?
CALL CONTROL ATLANTA HACKATHON NEXT STEPS
• Mojo Lingo to develop a quick wiki / info page to provide
developers new to telephony call control options and how-to’s
• AT&T to develop a step by step instruction for accessing call
control in AT&T’s environment and sample applications with AT&T
API suite
• Mojo Lingo to develop an AT&T branded soft app shell for
Android / iOS using Phono and Phone Gap technologies to make
it easier to add device call control for developers (approx 2 week
dev & testing @ 15K -- Deliver by CES)
• AT&T to confirm location / additional hosts / partners for Nov
30th