The document discusses the "ways of the software people" and communications as a service provided by Twilio. It describes how Twilio provides software infrastructure in the cloud to power applications that communicate, with over 400,000 developers building applications that have reached over 95% of American adults and users in over 200 countries. The document advocates that more businesses adopt a "software mindset" to solve problems and embrace continuous iteration and composable technology.

1. The Ways of the Software People
Privileged & Confidential, Copyright 2013 Twilio Inc.
Jeff Lawson
@jeffiel
(and the Ways of the Dodo)

2. Communications as a Service

3. Software infrastructure in the cloud to power
© 2009 - 2014 Twilio, Inc. All rights reserved.
applications that communicate.

4. Enterprises Innovators
© 2009 - 2014 Twilio, Inc. All rights reserved.

5. Applications built by over 400,000 developers
have interacted with over 95% of American Adults
© 2009 - 2014 Twilio, Inc. All rights reserved.
and users in over 200 countries.

6. © 2009 - 2014 Twilio, Inc. All rights reserved.

7. Migrating communications from its legacy
in hardware to its future in software.
© 2009 - 2014 Twilio, Inc. All rights reserved.

8. Democratize communications, empowering
companies to integrate & innovate their
communications at the pace of software.
© 2009 - 2014 Twilio, Inc. All rights reserved.

9. Privileged & Confidential, Copyright 2013 Twilio Inc.

10. Privileged & Confidential, Copyright 2013 Twilio Inc.

11. We’re a
software
company.

12. Software People
solve business
problems with
magnetic
particles.

13. Who are Software People?
It’s not a skill set, it’s a mindset.

14. through
the lens of
software

15. say:
“how can
software
solve this
business
problem?”

16. believe
any
business
problem
can be
solved once
it’s in the
domain of
software.

17. Not just developers
Product People
CEOs
Customer Service People
Developers
Operations People
CFOs
Sales
Marketing

18. More and more of markets are
addressable by Software People
Privileged & Confidential, Copyright 2013 Twilio Inc.

19. World Software World

21. Text Input Text Output

22. Audio Video

23. Everything
Else
Problems
10’s-20’s
Numerical
Problems
50’s-60’s
Textual Problems
70’s-80’s
Media Problems
90’s-00’s

24. Sensors Software Actuators

25. Sensors
Sensors
Sensors
Actuators
Sensors Actuators
Sensors
Sensors
Sensors
Actuators
Actuators
Actuators
Actuators
Actuators
Software

26. 3 Accelerometers
Proximity Sensor
Light Sensor
Moisture Sensor
Gyroscope
GPS
2 Cameras
2 Microphones
2 Speakers

27. Not Software People Software People

29. Not Software People Software People

30. Not Software People Software People

31. Not Software People Software People

32. Not Software People Software People

33. You might not be
Software People when...

34. You might not be
Software People when...

35. Minimal Telephone Hardware

36. Software People preserve the
flexibility of software.
Privileged & Confidential, Copyright 2013 Twilio Inc.

37. Software People move fast.
Iterate quickly.
Ship constantly.
Get feedback from customers quickly.
Privileged & Confidential, Copyright 2013 Twilio Inc.

38. How do I get some of that Agility ?
Privileged & Confidential, Copyright 2013 Twilio Inc.

39. Composable
Enterprise
Privileged & Confidential, Copyright 2013 Twilio Inc.

40. Buying smaller blocks
of technology.
Privileged & Confidential, Copyright 2013 Twilio Inc.

41. Value continuous iteration
over monolithic vendor
solutions.
Privileged & Confidential, Copyright 2013 Twilio Inc.

42. 1997 Buy Servers
2000 Rent by the Year
2003 Rent by the Month
2008 Rent by the Hour

43. Queues
Servers
Notifications
Load Balancers
Storage
CDN
Map Reduce
Business Intelligence

44. Buy the PBX
Buy the Minute
Buy the Message

45. Phone Numbers
Conferencing
Call Queueing
Picture Messaging
Text to Speech
Voice Transcription

46. Compose elements into a
unique customer experience.
Privileged & Confidential, Copyright 2013 Twilio Inc.

47. “The only source of competitive
advantage is the one that can
survive technology-fueled
disruption: an obsession with
customer experience.”
Harley Manning
Forrester Research, author of Outside-In

49. Natural Selection
Those that adapt
most quickly will
survive.
Privileged & Confidential, Copyright 2013 Twilio Inc.

50. Every industry will
become a software
industry.
Privileged & Confidential, Copyright 2013 Twilio Inc.

51. Build vs. BDuiey
Privileged & Confidential, Copyright 2013 Twilio Inc.

52. Privileged & Confidential, Copyright 2013 Twilio Inc.

53. The Ways of the Software People
Privileged & Confidential, Copyright 2013 Twilio Inc.
Jeff Lawson
@jeffiel
(and the Ways of the Dodo)

54. Innovation requires a solid foundation.
Twilio supports Net Neutrality
Privileged & Confidential, Copyright 2013 Twilio Inc.