The power of #Cloud is unifying communications seamlessly across the globe. Nithin Ramesh Rao, Consulting Analyst, Frost & Sullivan, helps us understand how Cloud Telephony increases revenue and reduces capital expenditure, operational costs, and market penetration barriers. #Webinar #Technology #TechWorld #Trending Our Cloud solutions like Document Management System, Content Delivery Network, Live Chat, and Digital Survey ensure reliable, cost-efficient, and secure connectivity and collaboration. Check out our Cloud solutions: https://www.tatateleservices.com/business-services/cloud-and-saas Visit our website to know more about our Connectivity, Collaboration, Security, Cloud-and-SaaS, IoT and Marketing Solutions: https://www.tatateleservices.com/ Like. Comment. Share. Check out various webinars by Tata Tele Business Services where industry experts deep-dive into the world of technology and decipher the uses of the latest technology trends into small and medium businesses. Discover more webinars: http://bit.do/eWqcE Place your business enquiries here: http://bit.do/eN9Tj Follow us on social media: Facebook: http://bit.do/eHacx LinkedIn: http://bit.do/eHacN Twitter: http://bit.do/eHacP Instagram: http://bit.do/eHacT YouTube: https://bit.ly/31nHxS9

1. Cloud Telephony Services
Leverage the power of Cloud to make Business Communication “Simpler” and
“Cost effective”
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2. nithin.ramesh@frost.com
Nithin Ramesh
Consulting Analyst
ICT Practice
Frost & Sullivan
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3. Understanding how cloud is fueling Digital Transformation
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• Optimized Operations:
Cloud enables easy flow and
access to information in the
organization. This enables
removal of redundant
processes in the organization
• Lowers Barriers: With
cloud in-place, businesses
would face very little
challenges in terms of
integration and scalability
Cloud Enables Digital Transformation
• Brings Agility to Business:
With no or very little role of
hardware, businesses
become more responsive and
will have quick processes in
place
• Speeds Time To Market:
Cloud enables businesses to
introduce new enhancements
or develop new products that
can be introduced to market in
no time
• Empowers Employees:
Cloud brings agility among
employees as they would be
able to communicate and
collaborate faster
• Operationalizes Platform
Costs: Cloud helps in cost
reduction as business would avail
solutions or products on a
subscription basis instead of
paying high license costs

4. Cloud – Enabling Digital Transformation like never
before for organizations
4
Lets see how Cloud is influencing today’s Digital Transformation
38% of the organizations implementing digital transformation said cloud
implementation has improved their competitive advantage
By 2020, more than 60% of enterprises will migrate over
half of their infrastructures to a cloud platform
21% of the IT Budget Allocation by organizations in today’s
world is done for availing hosted/cloud based services
93% of companies said cloud plays critical to important
role their digital transformation implementation journey
Source: Cloud Industry Forum (CIF)
01 Criticality of Cloud
02 Cloud Brings Competitive Advantage
03 Cloud at the Forefront
04 Cloud- An Integral part of IT Budget

5. 5
CLOUD COMMUNICATIONS – AN INTEGRAL PART OF
TODAY’S DIGITAL TRANSFORMATION

6. Understanding Cloud Communications
What is Cloud
Communication
Cloud Communications is basically internet-based communication that help
organizations to reduce or eliminate communication lag. The voice and data
communication here is hosted by third party outside the organization using them
Cloud
Communications
Call
Register
Virtual
Number
Click to
Call
Outbound
Calling
IVR
Missed Call
Solution
Toll Free
Number
SMS
Solution
Application of Cloud Communications
Parallel Ringing COD Verification
Lead Management Automated Surveys & Feedback
Phone Number Masking Tracking Marketing Campaigns
Automated Delivery Re-scheduling Customer Service
Messaging Campaigns OTP Based Services
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7. Why are Business Going for Cloud Communications?
7
Support Mobile Workforce
Access to advanced
Features and Capabilities
Supplements
our in-house
IT/Telecom Resources
Provide a lower
total cost of ownership
Our growing trust on
hosted cloud based
Communication
Better fits our budget
(CAPEX to OPEX)
77%
74%
72%
67%
66%
64%
Source: Frost & Sullivan Study
“Monthly Cost
Prediction”, “Multi-
Location
Integration” and
“Scalability &
Flexibility” are the
important reasons
for businesses to
look for cloud
communications
Top Reasons for Implementing Cloud Communications in Organizations

8. INTRODUCTION TO CLOUD TELEPHONY
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9. Understanding Cloud Telephony
What is Cloud
Telephony
Cloud Telephony also known as hosted telephony is a technology where all
communication devices are hosted on service providers’ premises. Unlike
conventional telephony, cloud telephony has no or minimum hardware requirements
Components of Cloud Telephony
• Published Phone Number – A mobile
number or a Toll-Free number to which
a customer call
• Cloud Telephony Servers with Several
PRI Lines – Cloud based servers
capable of call recording, IVR,
reporting, API and other functionalities
• Extensions or Landing Numbers or
Agent Numbers – These are numbers
where calls land
How Cloud Telephony Works
Customer Calls
Published Number
Call Forwarded to PRI
Line on Cloud Server
Server also acts as an IVR
(based on configuration)
Server Automatically Calls
Agent
Caller is Connected with
the Agent
9

10. • Cloud Telephony
Service Provider
• Customers/Callers
Types of Cloud Telephony and its Value Chain Participants
PSTN Network Based
Cloud Telephony
These are cloud
telephony services
delivered via a PSTN line
instead of pure VoIP as
a medium
Widely Used In
PSTN based cloud
telephony is primarily
used in countries where
IP and PSTN calls are
not mixed
Countries Using
• India
• Middle East Nations
Value Chain Participants
• Cloud Telephony
Service Provider
• Telecom Service
Provider
• Customers/Callers
VoIP Based Cloud
Telephony
Internet based calling
where voice travels over
Internet and can be
received through
landline/mobile phone
Widely Used In
VoIP based cloud
telephony is used
mostly where IP and
PSTN mixing is allowed
Countries Using
Western and Developed
Countries where VoIP
regulations are relaxed
Value Chain Participants
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11. Megatrends in India Favoring Adoption of Cloud
Telephony Services
45%
Growing Cloud Influence Improving Internet
Infrastructure
Smart City & E Governance
Initiatives
• Cloud Spending in India is estimated
to grow at 30% per annum to reach
USD 7.2 Bn by 2022 according to
NASSCOM report
• Increased importance of computing,
digitization and growth in strart-ups
driving the demand for Software-as-
a-Service (SaaS) in India
• Software-as-a-Service (SaaS) market
is expected to grow at 36% per
annum in India and is estimated to
reach USD 3.4 billion by 2022
• SaaS exports from India is estimated
to reach USD 20 Bn by 2022
• INR 100 billion is the budget allocated
by Government of India last year
towards bringing highly affordable
Internet to 1,50,000 villages in the
country
• 1,55,000 kilometers of optical fiber
cable that has been laid across the
country until 2017
• INR 45,000 crore is the BharatNet
project cost which aims at providing
high speed broadband connections
• India’s Mobile Internet speed grew by
15.2% and fixed broadband speed
grew by 50.4% by end of 2018
• The initiative to create smart cities
across India will give rise to demand
for smart hubs or connected
ecosystem
• Many of the citizen services like
hospitals, educational services, police
and legal services would be digitizing
their processes
• Demand for use of technology to
increase co-ordination and co-
operation among departments
• Government’s push for use of cloud
technology through “Meghraj” would
further influence market
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12. DRIVERS, BENEFITS AND REGULATORY
FRAMEWORKS AROUND CLOUD TELEPHONY IN
INDIA
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13. Drivers of Cloud Telephony Services
1
Growing Number of
Startups
India is growing as one of the major startup hub of the world. Most of these startups are
tech-savvy and look to reduce operational costs
2
Growth of E-Commerce
Sector
E-Commerce sector is one of the fastest growing sector in India which are known to be the
leading users of cloud telephony service due to their large customer base
3
Increasing prominence of
customer service
Indian businesses are increasingly growing sensitive towards “customer service or
experience”. This is prompting businesses to go for cloud based contact center services
4
Ever Increasing IT
Budgets
Management and maintenance of conventional hardware based communication tools is
increasingly becoming time and cost intensive exercise
5 Improving Cloud Security
Cloud service providers are promising security features like Encryption, Two Factor
Authentication which is increasing confidence of businesses in cloud
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14. Benefits of Cloud Telephony
Cloud Telephony
Benefits
Scalability – Add or Remove Lines as per the demand (Festive
Season)
Reliable – Can be up and running in no time in case of any
failure (Failover Mechanism)
Easy to Setup – No complex hardware configurations or
installations ( Freeing up IT Resources)
Detailed Reporting of Call – Agent call reports, duration of calls,
number of calls ( Assists in Agent Performance Mapping)
Lower Costs – Need not spend heavily on hardware tools
(Service Provider takes care of hardware)
Flexible Billing – Monthly/Quarterly billing with no long
commitments (Per user/per month billing cycle)
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15. Existing Regulatory Framework for Cloud Telephony in India
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Regulations
• Regulations allows a PC or other device
to be used to dial a PSTN number
abroad
• However, it does not allow ISPs to
connect with PSTN exchanges in India
• In simpler terms, an app to app
calling is permitted in India but an
app to landline/mobile number
calling is still restricted
Authority:
Department of Telecom
Date:
August 2007
Low
Med
High
Effectiveness
of Regulation
Regulation
Source: Frost & Sullivan
Low
Med
High
Level of
Implementation of
Regulation
Internet Service Providers are not
permitted to have interconnection with PSTN/PLMN exchanges to
provide Internet telephony within India
“Cloud Telephony
companies today are
partnering with
Telecom Service
Providers to deliver
PSTN based Cloud
Telephony”
“TRAI is in-talks with
business fraternities
and telecom companies
to understand the plus
and minuses in allowing
call mixing”

16. WHAT COULD BE THE POSSIBLE USE CASE/S FOR YOU
TO OPT FOR CLOUD TELEPHONY SERVICES?
POLL 1
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17. CLOUD TELEPHONY – MOST USED SOLUTIONS &
THEIR USE CASES
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18. Cloud Telephony Solutions - Call Register Services (CRS)
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About the Service
Call Register Services is a web based application that can record incoming call details. With this service,
business can capture caller information instantly and access the same in real time through a web interface
How CRS Works
• Caller Call a Toll Free Number
• Caller’s details like Mobile Number, Circle, Calling Time and Date is Recorded
• Data is saved by CRS on server and can be either pushed to client’s IT infrastructure or can be accessed by client using
CRS Portal
Use Cases of CRS
Vote Casting for
• TV Shows
• Branding
Campaigns
• Market
Research
Lead Generation
in
• Outdoor
advertising
• TV/Media
advertising
• B2B Sales
Customer
Feedback
• Post Sales Service
• Performance
Feedback
• Service Requests

19. Cloud Telephony Solutions – Hosted IVR Solution
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About the Service
These are hosted interactive voice response application that are hosted outside customer premises and can be
accessed by businesses through web
How Hosted IVR Works
• Caller Call a Toll Free Number
• IVR Greets customer and records the keyed in customer choice
• Simultaneously the call is recorded
• The caller is re-directed to the right operator/agent based on the choices keyed in
Use Cases of Hosted IVR
For Campaign
Management
and Awareness
Generation
• An FMCG company offering dental care products wanted to build brand and at the
same time create oral healthcare awareness
• A 10 digit toll free number was created where consumer could call this number to get
information on nearest oral health check-up centers
• Company was able to deliver a health related message and at the same time build
brand awareness among customers

20. Cloud Telephony Solutions – Hosted OBD Solution
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About the Service
Hosted Outbound Dialer are solutions that help business to place outbound calls automatically. These
applications are installed outside customer premises and businesses can access the same via web
How Hosted OBD Works
• Business Creates Campaign targeted at its customer
• Data of the customer flows through firewall
• Call is initiated by the Agent
• Customer receives the call on the mobile number
Use Cases of Hosted OBD
In Banking
• Payment
Reminders
• Lead Generation
• Service Calls
• Customer
Feedback
In Insurance
• Premium
Reminders
• Cross-sell or
Upsell
• Customer
Feedback
Political
Campaigns
• Election
Campaigns
• Awareness
Campaigns
• Enrollment &
Registration
Government
• Emergency
Announcements
• Public Awareness
Initiatives
• Promotional
Campaigns

21. Cloud Telephony Solutions – International Bridging Services
About the Service
International Bridging Services (IBS) is a cloud solution which provides bridging facility to organizations for
connection to any international locations or conference bridges
How IBS Works
• Caller calls the Toll Free Number provided
• Caller is authenticated, post which the call ends
• Validation of caller is done, post which caller gets a call back
• International Long Distance (ILD) number is dialed from cloud
Use Cases of IBS
For International
Customer
Servicing
• A BFSI company having NRI branches wanted to provide secure customer service
• Open ILD (International Long Distance) were provided to employees where the risk of
misuse of customer details was high
• Company availed cloud based International Bridging Service (IBS) which offer dual
authentication to control frauds and at the same time enabled employees to contact
their NRI customers anywhere and anytime
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22. Cloud Telephony Solutions – Toll Free Service
About the Service
Toll Free Numbers are non-chargeable numbers provided by businesses to their customers which are intended
to enable anytime, anywhere connect of customers and brands
How Toll Free Service Works
• Caller Calls the Toll-Free Number
• An IVR greets and helps customer/caller to navigate
• Based on the keyed in choices, customer query is addressed through self-service kind of set-up
• If needed, the call is forwarded to the agent
Use Cases of Toll Free Service
For Improving
Sales Activities
• An e-commerce company was looking to expand its existing customer base
• The business wanted a quick solution that can improve sales activities and at the
same time is cost effective
• Company opted for cloud based toll free service solution that helped it to experience
improved customer traffic and at the same time helped it to increase its sales
activities by around 30%
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23. Cloud Telephony Solutions – Single Number Service (SNS)
About the Service
Single Number Service is one unique numbering series across the country which only has varied STD codes
according to the location of the caller
How SNS Works
• A single number is assigned to a business
• Caller calls that unique number by prefixing the local STD code
• The call is then forwarded
• And is received either at a centralized or Decentralized Location
Use Cases of SNS
For Expanding
Business
Activities
• An upcoming logistics company wanted to expand to different geographies in the
country
• The company was looking to have a uniform contact number to which a customer can
call
• The company availed Single Number Service and was able to provide one number
across the country which was easier to remember
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24. END USER ADOPTION SCENARIO AND FACTORS
CONSIDERED FOR ADOPTION OF CLOUD TELEPHONY
SERVICES
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25. High growth potential verticals for Cloud Telephony Services
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• Run Promotional
Campaigns
• Provide Updates (like
flight bookings or hotel
bookings)
• To receive customer
feedback
• Query resolving
• For Customer Surveys
and Research
Travel & Lifestyle
• To deliver online
doctor consulting
services
• For sending updates
on recent activities
• Running promotional
campaigns
• Emergency Response
• Patient Feedback and
query resolving
Healthcare
• Insurance Agencies for
campaign
management
• Tracking of Agent
calling activities
• Call Recording and
quality management
• Complaint resolving
• Customer
Identification
BFSI
• As a Contact Center
Solution
• Messaging and Toll
Free Services
• Address Complaints &
Issues
• Delivery Process
Handling
• For Direct Calling (Click
- to-Call)
E-Commerce
Current Implementation levels in India (Rating out of 5)

26. Cloud Telephony Providers – Transforming Into Cloud Contact
Center Solution Providers
Call Center of Several small to medium level businesses to benefit from Cloud Telephony Solutions
Most on-premise based contact center
solutions are targeted towards large
enterprises
CONVENTIONAL CONTACT CENTERS
Large enterprise focused
Growing Prominence of
“Customer Experience”,
“Limited IT Budgets of Small
Companies” and “Increase of
Startups” – Driving cloud
telephony providers to offer
comprehensive contact center
solutionsThe initial investment costs and costs
involved in running contact center is very
high. Hence are not affordable by medium
to small companies having limited budgets
High costs
Cloud Telephony Providers are bridging the “Demand Gap”
CLOUD BASED CONTACT CENTERS
No or Less Hardware Intensive
Flexible Billing Options
Pay-as-you-use Model
Easily Scalable
Affordable to every Business
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27. WHICH ARE THE MOST IMPORTANT FACTORS
CONSIDERED WHILE CHOOSING A CLOUD
TELEPHONY SERVICE?
POLL 2
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28. Factors Considered while Choosing Cloud Telephony Service
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Price
Reliability
Security
Vendor Reputation
Features & Functionality
Scalability
86%
85%
81%
77%
76%
75%
Source: Frost & Sullivan Study
Factors like Price,
Reliability and
Security are most
important for both
large and small
enterprises
Important Factors Users look while going to cloud telephony services

29. KEY TAKEAWAYS AND CONCLUSION
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30. Key takeaways and conclusions
30 Source: Frost & Sullivan
Ever increasing IT infrastructure costs driving businesses to look
towards alternate forms of telephony solutions
Several new cloud telephony vendors are emerging in India and competition
is expected to heat-up in the coming days
Businesses are looking towards relaxation of government regulations that would
further bring down the call costs in India
Adoption rate continues to remain high among small to medium businesses as they
are not willing to spend heavily on building their telephony infrastructure
Cloud Telephony service providers are working closely with telecom service providers to offer
consistent telephony services and at the same time are re-branding themselves as cloud
contact center solution providers

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