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© 2001 ~ GreenSpring Ventures AnyDevice Voice Server Strategy AnyDevice Voice Server Strategy
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Page 1: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

AnyDeviceVoice Server Strategy

AnyDeviceVoice Server Strategy

Page 2: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Presentation OverviewPresentation Overview

BusinessUnit LevelStrategy

Market Growth OptionsCompetitive ArenaCompetitive ForcesMarket Segments

Where to compete

How to compete ExecutionWhat Customers WantProduct Roadmap / CapacityDistribution StrategyNext Steps

Competitive strategyMarket focusSustainability

Page 3: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Market Growth OptionsMarket Growth Options

Current Core Business

Core softwareTechnologies for theBEA’s of the world

- and/or –Core technologies for

The Telematics industry

Directory services andnew features forNetwork Carriers

Compete in the CTIand IVR industries

Sales into theNetwork Carriers

RelatedMarkets/

Customers

AltogetherNew

Markets/Customers

CurrentMarkets/

Customers

Current Products/Services

Related Products/Services

Altogether NewProducts/Services

Current sales efforts forEnterprise Sales

of SiteXML systems

Add-on VoiceXML serveropportunity for existing

Enterprise Sales

Where to compete

Page 4: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Competitive ArenaCompetitive Arena

VoiceServer

UnifiedMessaging

VoiceXML Gateway

Integration with other

XML services

IVR Platform

CTI-capable

ASP Services

Voice Portals

Personal Virtual

Assistants

Outbound telemarketing

calls

VoIPApplications

e-mail readers

Automated Speech

Recognition

Directory services

Notification services

Single Number

“Follow Me”

Where to compete

VoIPNetwork

Page 5: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

“Voice Server” Competition“Voice Server” Competition

Where to compete

Page 6: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

“IVR” Competition“IVR” Competition

Where to compete

Page 7: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Competitive ForcesCompetitive ForcesThreat of Entry

MODERATE• Benefits from economies of scale• Product differentiation is LOW• Few government or legal barriers• Capital costs to create market share is high• Distribution access is a barrier to entry, as many companies are already locking up system integrators

Power of Suppliers

LOW• IVR suppliers have created proprietary solutions and are in a weak position to implement VoiceXML• Voice recognition vendors are still fragmented• Suppliers will not, initially at least, provide a high enough volume to the industry to exert too much pressure• Customers will not likely pull through particular technologies

Power of Customers

MODERATE• Switching costs are extremely high for the entrenched technology, but once moved to a VoiceXML server switching costs become moderate• Customers have bargaining power due to industry “hunger for a good deal” and revenue

Shifts to LOW as industry gains financial footing

Degree of Rivalry

HIGH• The industry is fragmented with high churn• Fixed costs are unpredictable with growth• Product differentiation is low… most companies are all offering the same basic product suite and are rapidly imitating each other

Threat From Product Substitutes

LOW• Difficult for CTI systems to incorporate VoiceXML• Threat of retaliation from entrenched CTI vendors is possible since most vendors have sunk costs and can engage in a pricing war using older technologies

Where to compete

Page 8: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

UsesUses

• Customer Service

• Information• General• Location-sensitive

• Productivity• Messaging• Call and schedule management• Productivity

• M-commerce

• Safety & Security

Source: TMA Associates

Where to compete

Page 9: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Growth SectorsGrowth Sectors

• Call Centers

• Hands-free– Phone use in cars

– Telematics

• Accessibility– Web access for visually or physically impaired

– “Surfing the web” by phone

Source: VoiceXML Forum

Where to compete

Page 10: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Potential PitfallsPotential Pitfalls

• Adoption of new formats very slow– People tend to stick with what they know

– Works for and against the use of Phone for “web content”

• Society if visually oriented– Sound/Images, not just sound

• Reading comprehension is better

Source: VoiceXML Forum

Where to compete

Page 11: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Potential PitfallsPotential Pitfalls

• Some elements better left as text– Driving directions

– Complex forms

• Navigation of voice system can be frustrating or circuitous

• Profitability– Will end users pay for it?

– As 3G comes online, will voice remain popular?

Source: VoiceXML Forum

Where to compete

Page 12: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Competitive StrategyCompetitive Strategy

• Differentiation?– Command a price

premium

– Integration value added module

• Low Cost?– Market or below

market price

– Value added add-on to other products?

How to compete

LowPerceived Price

Moderate ValueMarket

(10 to 15%)

LowPerceived

Value

HighPerceived

Value

HighPerceived Price

Best ValueMarket

(50 to 65%)

Premium ValueMarket

(15 to 25%)

Hit & RunMarket(<5%)

Page 13: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Market FocusMarket Focus

• Vertical Integration– Within the AnyDevice software suite

– Within other “software” solutions

• OEM strategy– “Secret Sauce” for Telematics, et al.

– Branded ingredient pull-through• i.e. “Intel Inside”, Nutrasweet, etc.

• Replacement strategy for existing CTI installations

How to compete

Page 14: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Distribution StrategyDistribution Strategy

• Current Platform– Direct

– OEM (?)

• Voice Server 1.0+– Direct

• Add-on• Telecom

– OEM

– VARs (?)

– Universities• Free educational license in exchange

for samples and promotion

Execution

LowMargin

OEMDistribution

Integrated into anotherchannel/product

(Custom)

LowTurnover

HighTurnover

HighMargin

IndirectDistribution

via distributors/dealers(Commodity)

VerticalDistribution

via 3rd-party agents(Proprietary)

DirectDistribution

Direct Salesforce(Specialty)

Page 15: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Distribution StrategyDistribution Strategy

• Channel Conflict– Internal vs. External

– Market segmentation and focus

– Compensation systems

• VAR Channel– Voice Server 3.0 or

earlier

– Access current CTI distribution channels

– Operational support

– Pricing/Margin

Execution

LowMargin

OEMDistribution

Integrated into anotherchannel/product

(Custom)

LowTurnover

HighTurnover

HighMargin

IndirectDistribution

via distributors/dealers(Commodity)

VerticalDistribution

via 3rd-party agents(Proprietary)

DirectDistribution

Direct Salesforce(Specialty)

Page 16: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Product RoadmapProduct Roadmap

• Voice Server 1.0 R.S.N.– QA’d

– 99.9% VoiceXML

– Initial http: trigger for Outbound messages/calls with dedicated line

• Voice Server 2.0 Q3’01– Web interface for managing files (Voice Studio)

– Full-feature Outbound messages/calls

Execution

Page 17: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Product RoadmapProduct Roadmap

• Voice Server 2.1 Q4’01– Management reporting

– Integration with Adobe’s VoiceXML GUI

• Voice Server 3.0 Resource-based– CTI data integration

– Switch integration

Execution

Page 18: AnyDevice Voice Server pitch

© 2001 ~ GreenSpring Ventures

AnyDevice Voice Server Strategy

Next StepsNext Steps

• Management Buy-in– Technology for meeting Product Roadmap targets

– Sales for distribution

– Marketing/Finance for budgeting

– Business Development… Adobe and Georgia Tech

– Board of Directors

• Complete “Voice Server 1.0” product– QA and Release for sale

– Additional development staff

– Telecom-focused sales staff

– Telecom support

Execution