Automation in Directory Assistance – How to Improve Profitability Brad Schorer - VoltDelta SpeechTEK West February 22, 2007.

Automation in Directory Assistance –How to Improve Profitability

Brad Schorer - VoltDeltaSpeechTEK West February 22, 2007

2Copyright © 2007 Volt Delta Resources, LLC.All Rights Reserved

Volt Delta Resources, LLC

Global Player In Operator & Directory Information Services

Worldwide Presence - Installations In: Over 36,000 Operator Positions Over 100 Customers in 30 Countries Over 4 Billion Directory Requests/Year

Hosted Database/Automation Supplier Over 1 Billion Transactions Processed Yearly High Quality International Databases Our Systems Support More DA/DQ Automation Than Any Supplier

End-To-End Supplier Of Technology Design & Development Integration Installation & On-Going Support

Division of Volt Information Sciences (NYSE: VOL)


Automation in DA

Automation has been widely accepted in the US market Challenges in Europe due to concerns about customer satisfaction;

automation rates of different languages; etc. Wireline automation has driven substantial costs

savings Regulation prevents creativity through traditional channels Ad Pays under separate number allows for unique service offering

Wireless DA automation is more valuable and allows for feature differentiation Additional functionality is available to increase overall usage

• Capture location based information• SMS/MMS/WAP delivery• More specific search criteria using enhanced data

– Hours of operations, credit cards, menus, reservations, etc. Profitability = (increased revenue) – (lower costs)


Complex Task Automation Rates

0%

10%

20%

30%

40%

50%

1998 2002 2004 2007

There have been significant advances in complex recognition tasks in recent years. Automation rates are improving rapidly.


Directory Assistance Automation – Moving Forward

Automation is not a complete solution for profitability unto itself

Integration with multiple solutions, technologies, and content present the best customer satisfaction DA requires complex integration of multiple systems May need to integrate into multiple speech platforms during a single call

• Requires switch control for call control and routing Manage the satisfaction of many stakeholders

• Callers• Carriers/Service Providers• Agents• Technology/Automation Providers

Using automation + integration with agents + deeper content/data + switching + mobility options = high customer satisfaction & increased $$$


Automated Systems Need to be Integrated with Multiple Systems

Call/

Info

rmati

on

Man

ag

er

AutomationPlatform

Soft-SwitchMedia Gateway

DA Automation

ADDelivery

IVR/Information

Delivery

ADManager

CallDetail

Records

PersonalProfile

NationalSearch

OpStats

EnhancedContent

IPNetwork

CarrierNetwork

AgentWorkstations

Carrier Contact/Information/Automation Integrated Platform

AutomationPlatform

Mobility Gateway


Revenue Drivers

Make services more interesting and interactive using Automation Personalization

• Help caller set preferences (language, locality preferences, etc)• Service Providers can segment callers and provide customized service

Mobile Delivery of requested listing • Attach maps, directions, videos, specials & coupons as requested by user

Directions over the phone• Use automation to provide directions to caller

Ad Pays as a separate, but complementary, channel• Economic benefit to customer to drive more usage• Enhanced revenue opportunities to provider• Challenge is to bring in new callers while limiting cannibalization of existing

services Enhanced Data/Content

• Business Category• Reviews• Coupons/Specials/Discounts

Ongoing Alerts to deliver content via call or SMS• Traffic, weather, etc

Personal Directory• Look up your personalized directory of information


Revenue Drivers - Continued

Create New Channels for Inquiries Ad Pays

• Estimate of 20-30 million calls per month being generated In-Car Navigation Local Handset applications IP TV / Cable companies

Deliver Sticky Content for use by Automation Drive value of directory assistance by providing additional content Capture caller info to deliver content using SMS/WAP/MMS

• Remind caller of utility of service [also allows for provider branding] Create interactive concierge services

• Reservations (restaurant, hotel, airlines)• Tickets (concerts, movies, etc)• Entertainment (ring tones, MP3’s, etc)

Location Based Services Capture user-specified location Poll network for user location to enhance service


Cost Savings

Improve service offering at lower costs Operator/agent efficiencies - Store & forward; agent display strategies

• Recommended search results based on automation• Save time for agent search input• Provide search clues and visual indicators• Audio whispers and audio tags

Integrate with best solution for each call component• For example, different technology providers may each own a separate piece

of the automated call flow Speed to Market with Hosted Systems

• Good platform to roll out new services• Service Provider retains complete control of application• Less expense than complete integration into existing production platforms• Tear down and rebuild is easy

Expanded services by pairing with additional technologies• Guide technology • Mobility solutions• Additional access methods• Additional delivery options


Case Study – Ad Pays

Ad Pays has made a noticeable impact on the DA market

Lots of players involved or evaluating the market AT&T – 800-Yellow Pages Jingle – 800-Free-411 800-SAN-DIEGO 800-411-SAVE 877-520-FIND Tellme by Mobile (handset based) Vsearch (handset based) – InfoNXX and VoiceSignal TeleCommunications Systems (handset based) Additional carriers and internet portals exploring market

Volumes exceeding 20-25 million calls per month Ad servers used to serve advertising into the call flow

Front and back-end ad sponsorship Business category or listing-specific ads SMS delivery


Case Study – Ad Pays Cont’d

Involve automation with operator back up (in some case) Voice user interfaces are improving Most do not have solid integration with operator, if at all Ad strategy is key to success – need to obtain enough ads to generate

revenue• Leverage existing assets (publishing groups or internet ad portals)

Keys to Success Low costs of call through high automation rates and low operator costs High volume and value of advertisements Brand recognition of phone # Accuracy and value in local search and content Successful service to drive consumer call volume to generate ad

revenue


Summary

Automation is a critical component to directory assistance and will be a continuous driver of profitability in the future. Increased automation rates increase margins More functionality will entice more callers Automation is essential for Ad Pays model except in cases:

• Service is focused very locally (800 SAN DIEGO)• Off-shoring is used quickly and effectively

Integration is key to deliver new services and costs savings throughout the call flow.

Improve revenue and call volume by using automation to introduce new services

Automation in Directory Assistance – How to Improve Profitability Brad Schorer - VoltDelta SpeechTEK West February 22, 2007.

Documents

rights reserved automation

wireline automation

dadq automation

high customer satisfaction

best customer satisfaction

multiple solutions

multiple speech platforms

complex recognition