This document discusses the need for cloud telephony providers to offer more than just APIs. It outlines lessons learned from early SaaS pioneers like Salesforce, noting they first focused on robust business services before releasing APIs. The document also examines Apple's approach with the iPhone, tightly controlling the app store. It argues successful cloud telephony requires off-the-shelf phone apps, support for calls, high availability, billing tools, APIs for call control and data access, and developer support. Ifbyphone is highlighted as delivering these capabilities to over 10,000 customers.

1. Cloud Telephony
Why you need more than an API

2. Quick Outline
• API != Business Model
• Lessons from Cloud Pioneers
• Lessons from Apple
• Cloud Telephony: What You Should Demand
• Ifbyphone: What We Deliver
• iPhone Developer Stimulus Package

3. Instant Business Opportunity
• Sign up for a couple of server instances in the Amazon
EC2 cloud.
• Load Asterisk on your EC2 instance
• Build an API which interfaces with Asterisk
• Announce your business
Poof
Instant Business

4. Wait just a minute
NOT

5. Pioneers Didn’t Lead With Cloud
1999 - salesforce.com founded
Provides a business process solution for customer relationship
management. Sold directly to SMB.
Four Years Later with over 8,700 customers and 127,000
subscribers …
2003 - releases the saleforce.com API
2006 - releases the salesforce.com APP Exchange
2008 - releases the salesforce.com Service Cloud

6. Lessons From SaaS Pioneers
1. Develop a service focused on business processes that
offers direct benefits to a business.
2. By initially selling a service and not an API you gain:
• A better understanding of customer needs
• Experience in delivering a robust reliable service
• An understand of market segments and opportunity
3. Once your service has demonstrated it fullfills a business
need; release an API.
4. Provide robust email and telephone based support to both
end users and developers.

7. Another, Recent Example: iPhone
• Apple released the iPhone without a native development
environment
• During the initial release of the development API, Apple
tightly controlled the release of information via their NDA
• Apple controls the release of all applications so they are
able to minimally control quality.
• The result is that the Apple App Store is far and away the
most successful mobile application distribution platform to
date.

8. Clouds: What You Should Demand
What a successful cloud based telco needs to provide:
1.Off the shelf hosted telephone applications
2.Support for both origination and termination
3.A robust, scalable architecture with at least 99.9% availability
4.Billing and business support systems to allow developers to
concentrate on building great applications
5.Real time CDR availably and reporting
6.An API with the ability to originate a call, interact with a call, record
a call, receive a post upon receipt of a call, and access real time
CDR data.
7.Real people, providing real developer support (telephone and email)

9. Clouds: What Ifbyphone Delivers
Ifbyphone
What a successful cloud based telco needs to provide:
1.Off the shelf hosted telephone applications
2.Support for both origination and termination
delivers to over
3.A robust, scalable architecture with at least 99.9% availability
4.Billing and business support systems to allow developers to
concentrate on building great applications
10,000
5.Real time CDR availably and reporting
6.An API with the ability to originate a call, interact with a call, record
a call, receive a post upon receipt of a call, and access real time
CDR data.
customers
7.Real people, providing real developer support (telephone and email)

10. Applications at your Fingertips

11. Example: Ifbyphone Call Flow
API
CALL Interactions between the
Ifbyphone Telephony
Cloud and your Web Based
Initial Call application continue until call
Placed is completed or transferred.
The API controlled
Ifbyphone Executes “SurVo” IVR
the next “SurVo” IVR environment has complete
access to the prebuild
business applications.
Call Routed to “SurVo”
IVR
Web Application Implements
Business Logic and
Returns Routing Information
Information Request (netget)
via XML
Posted to Your Web Application

12. Ifbyphone API Capabilities
✓Support call - Call to find me
•
Call to virtual
•
phone -interact receptionist
• Call to voice mail
- phone - • Call to “SurVo” IVR/
interact ASR/TTS
processes via ✓Schedule
NETGET reminder/wake
up calls
✓Call initiation
✓Manage
bridge two numbers
•

13. Join Us to Learn More ...
Phone Cloud Telephony Mashups:
How to Build a Sophisticated iPhone
Telephony Application in Less Than
One Day
Irv Shapiro
Date: Wednesday, March 4
Time: 7:30 - 8:30 PM
Location: Salon H

14. ...And Be Part of our Stimulus
ANNOUNCING
the
IPHONE DEVELOPERS STIMULUS
PACKAGE
Ifbyphone will award $1,000 to any developer that submits an iPhone-to-
Ifbyphone mashup application to Ifbyphone, which is selected by the Ifbyphone
management team, and accepted by Apple into the APP store.