This document discusses how business communications are changing with the rise of communications as a service. It notes that this model allows businesses to focus on their core operations rather than technology maintenance, increasing productivity and strategic focus. Communications as a service provides predictable costs, mobility, and collaboration tools to businesses of all sizes. This represents both an opportunity for businesses to gain competitive advantages and for communications service providers.

1. 7 października 2010 r.
Warszawa, Multikino Złote Tarasy
20 lat Internetu. To dopiero początek.

2. The Evolution of Business Communications
– Changing the Way Businesses Communicate
Alex Doyle
Broadsoft

3. Business Communications is Changing
Business Culture and Performance based on Tools
Our World is Changing:
– Communications as a Service  Powerful Market Disruption
Huge Positive Effect for Businesses :
– Increasing Business Performance
– Increasing Strategic Focus
Moment of Opportunity for both Businesses
and Communications Service Providers

4. A Historical Analogy
Burden IronWorks
1851 – the most powerful waterwheel
in the world is built
1890 – Abandoned and Useless
1851 – generating power was
a competitive advantage
1890 – power from electic company
Burden Waterwheel
at Burden IronWorks, circa 1860
What Projects Should Your Business Focus On?

5. Geoffrey Moore: “Core v. Context”
Core
- increases sustainable
competitive advantage
Context
- any activity that does not
differentiate the company
Is the way you run your business communications
a Competitive Advantage?

6. The New Communications Model
Communications as a Service
Hosted Unified Communications,
Hosted PBX,
IP Centrex,
Cloud Telephony,
and much, much more….. … delivered by a Service Provider
CLOUD COMMUNICATIONS + CLOUD APPLICATIONS
SITE SITE “SITELESS”

7. Business Comunication Needs
Business
Calling
Functions

8. Business Comunication Needs
Web conferencing
OCS, Sametime
App/ screen collaboration Business
Audio Conferencing Collaboration Applications
CRM
Vertical Apps
Video Conferencing
Business
Calling
Functions
Video
Work anywhere New Instant Messaging
SMS Mobility Methods SMS

9. The New Communications Model
COMMUNICATIONS APPLICATIONS COLLABORATION
Phones CRM Video
PBXs Call Centers Conferencing
Mobiles Instant Messaging SMS
Devices Presence Screenshare
Email
CLOUD COMMUNICATIONS + CLOUD APPLICATIONS
SITE SITE “SITELESS”

10. Why do Customers Love This?
Business Strategy
“Focus on your Core Business
– not your Chore Business”
Economics
Predictable Costs
OpEx v. CapEx
“Utility” Purchase
Technology
Complexity
Upgrades
Mobility
Demographics
Remote/Flex
Working
Green Initiatives
Multi-Location

11. Businesses Increase their Competitive Advantage
Strategic
Programs
Return
Maintenance
Programs
Resources

12. Changing the Way Businesses Communicate
49th largest law firm in US
750+ lawyers in 20+ offices
Hosted Business across all sites
Voice, Video, Mobile Communications
Results:
Video  Saves Time & Money
Centralizing Multi-Sites  More Efficiency
Mobile Integration  More Productivity

13. Changing the Way Businesses Communicate
Hosted Business solution
connecting multiple
outlet stores to central
HQ office
Needs:
Simplified Management
Quick & Inexpensive deployment
Many sites, one system
Redundant Backup
Local Numbers, Uniform dial plan

14. What Powers this Innovation?
Business Business
Applications Applications
Open Standards Web 2.0.
Business Consumer
Communications Communications
Open Standards – SIP

15. Application Integration: salesforce.com
Hold/
Caller ID
Transfer/
Conf.
Call Logs

16. Application Integration in the Cloud
A Moment of Opportunity
1 2
Business Business
Apps Apps
Communications Service 3rd Party
Provider Service Provider
CLOUD COMMUNICATIONS + CLOUD APPLICATIONS
Communications
& Application
Integration
Business
3
Apps
SITE SITE Enterprise

17. For Businesses Large and Small:
Reallocate IT staff to
better projects
Reduce Costs – More Productive
Travel, Employees
Maintenance
More Productive
Workgroups – Better
Decisions

18. Executive Summary
Communications as a Service
– Huge disruptive, positive effect on Business Communications
Makes Businesses Perform Better
– Focus - on Core Business and Strategic Objectives
– Functionality – more productivity, work anywhere
– Customer Service – faster, smarter, cheaper
Opportunity for Businesses and Service Providers
– Requires a change in culture and focus
– First Movers have key advantage

19. Thank You.
Alex Doyle
Broadsoft