The document discusses how software platforms can help companies identify, capture, and retain customers. A software platform provides common elements and an application programming interface that external developers can use to build applications. This allows developers to focus on unique features while leveraging the platform's core functions. The platform approach also makes applications sticky since replacing the platform would require rewriting code. The document provides the example of a video compression software platform that delivers new standards and capabilities via software downloads, helping companies in a changing video world. In summary, software platforms can be a tool for companies to identify, capture, and retain customers.

1. Future-Proofing Profits with Software Platforms Bob Logan Dialogic Media Labs VONDEX 19 March 2008

2. At the end of the day, it all gets down to this… Figuring out how to: your customers. Identify Capture Retain

3. What do I mean by a software platform? Common elements are built once Intelligent, programmable API Easy for new functions to be added f = functions provided by the platform common elements API (application programming interface) f1 f2 f3 f4 … fn

4. How is a platform integrated into an application? Developers write software to the API Typically not “branded” within a customer application customer application common elements API (application programming interface) f1 f2 f3 f4 … fn

5. Why would a developer use a software platform? Speed to market Functions may be beyond the developer’s skill set Cost to license may be less than cost to build Allows the developer to focus on value-added features The software platform provides enabling, not differentiating, features.

6. But how does all this help me to… my customers? Identify Capture Retain

7. Identifying customers Software provides an excellent medium for a “free trial” Developers/engineers love to play with new stuff A bit of advertising, and customers will self-identify Registration for a “free trial” is your lead generation “ One of the beauties of software is that it can be free.”

8. Capturing customers After a “free trial” it is time to make some money Your product is the de facto “path of least pain” Sell not only on current functions, but evolution You need a competitive price for the first function… … but you also can have pricing flexibility One-time paid-up license “ Pay as you grow” Usage-based (where the software can capture usage) … and software can be programmed to “expire”

9. Retaining customers Once your platform is “built in,” it is very sticky Applications have been written to meet the API Changing out the platform requires changing app code Pricing for add-on functions can be flexible Price advantage against “single function” solutions, or Opportunity for increased margin Platform approach is a natural way of keeping current With standards With new capabilities With customer-requested features

10. A real-world example Video compression software Individual functions for different standards Common elements include mathematical computation Application developers don’t become video experts Useful in a highly-volatile world of video “standards” New capabilities delivered by software download Consider platforms such as this in the products you sell

11. In summary… Identify Capture Retain Software platforms are one more tool to help you your customers

12. Dialogic, Dialogic Pro, Brooktrout, Cantata, SnowShore, Eicon, Eicon Networks, Eiconcard, Diva, SIPcontrol, Diva ISDN, TruFax, Realblocs, Realcomm 100, NetAccess, Instant ISDN, TRXStream, Exnet, Exnet Connect, EXS, ExchangePlus VSE, SwitchKit, N20, Powering The Service-Ready Network, Vantage, Connecting People to Information, Connecting to Growth, Making Innovation Thrive and Shiva, among others as well as related logos, are either registered trademarks or trademarks of Dialogic Corporation or its subsidiaries (“Dialogic”). The names of actual companies and products mentioned herein are the trademarks of their respective owners. Dialogic encourages all users of its products to procure all necessary intellectual property licenses required to implement their concepts or applications, which licenses may vary from country to country. Dialogic may make changes to specifications, product descriptions, and plans at any time, without notice. 01/08 www.dialogic.com