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Triggering End-User Demand. Jeffrey Rodman Co-Founder, CTO. HD Voice Summit September 2009. Agenda. An overview: what and why? Some highlights on current uptake Ten Reasons to Appeal to End Users. Why do we need it?. Who’s Not Convinced, and Why?. Some vendors Some enterprises - PowerPoint PPT Presentation

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  • Triggering End-User DemandHD Voice SummitSeptember 2009Jeffrey RodmanCo-Founder, CTO

  • AgendaAn overview: what and why?Some highlights on current uptakeTen Reasons to Appeal to End Users

  • Why do we need it?

  • Whos Not Convinced, and Why?Some vendorsSome enterprisesSome peopleThey dont understand what HD Voice isThey dont understand why its important

  • Whos Not Convinced, and Why?Some vendorsSome enterprisesSome peopleThey dont understand what HD Voice isThey dont understand why its importantThey need it, they just dont realized they need it

  • What is HD Voice, Anyway? 100300350014000 Hz300 - 3300 HzTraditional Telephone

  • What is HD Voice, Anyway? 100300350014000 Hz300 - 3300 Hz 80 - 14,000 Hz Human SpeechTraditional Telephone

  • What is HD Voice, Anyway? 100300350014000 Hz300 - 3300 Hz 80 - 14,000 Hz Human SpeechPresenceTraditional Telephone

  • What is HD Voice, Anyway? 100300350014000 Hz300 - 3300 Hz 80 - 14,000 Hz Human SpeechConsonantsPresenceTraditional Telephone

  • The Moon and the OuthouseTheres A Bad Moon On The Rise

  • The Moon and the OuthouseTheres A Bathroom on the Right

  • A Bathroom Rising300Hz3300Hz7000HzTHERES A BAD MOON ON THE RI----------SETHERES A BATH-ROOM ON THE RI--------GHT

  • A Bathroom Rising300Hz3300Hz7000HzTHERES A BAD MOON ON THE RI----------SETHERES A BATH-ROOM ON THE RI--------GHT

  • A Bathroom Rising300Hz3300Hz7000HzTHERES A BAD MOON ON THE RI----------SETHERES A BATH-ROOM ON THE RI--------GHT

  • Ten Reasons for HD Voice:You Can Understand that New Overseas TeamAdd accented clip

  • Ten Reasons for HD Voice:You Can Understand that New Overseas Team(you are here)

  • Ten Reasons for HD Voice:You Can Understand that New Overseas Team(you are here)

  • Ten Reasons for HD Voice:You Can Hear the Kids

  • Ten Reasons for HD Voice:You Can Hear the Kids

  • Ten Reasons for HD Voice: Its Lots EasierGet it the first timeMore accurateFewer mistakesWhy decide between missing it and annoying them?Can you speak up?What did you say?Can you get closer to the mic?Is someone else talking? Can they stop talking?Can somebody stop typing?Can you move that fan farther away?Who just said that?

  • Ten Reasons for HD Voice: Save Your Energy for Dancing

  • Ten Reasons for HD Voice: Save Your Energy for DancingDOLPHIN?DAUPHIN?

  • Ten Reasons for HD Voice: Save Your Energy for DancingDOLPHIN?DAUPHIN?

  • Ten Reasons for HD Voice: Like being there(er)100300350014000 Hz300 - 3300 Hz 80 - 14,000 Hz Human SpeechConsonantsPresenceTraditional Telephone

  • Ten Reasons for HD Voice: Enhance Emergency AbilitiesEmergency audio is where HD Voice excelsAccented speechBackground noiseTalkers are far awayEveryones tired and under stressEchoes and reverberationTheres one chance to get it right

  • Ten Reasons for HD Voice: Enhance Emergency Abilities

  • Enhancing Demand: HD Voice isCool!Its cool if youre oldIts sick if youre youngIts groovy if youre so old youre young again

    Vocabulary source: How Not To Act Old, c. 2009 Pamela Redmond Satran, HarperCollins Publishers

  • Ten Reasons for HD Voice: HD Is Too Expensive is so yesterdayDo the cost-benefit analysisIncremental Benefitslarge and continuedIncremental CostLow and shrinkingBandwidth increments are minimal to noneG.722 == G.711 with 2x the fidelityEquivalent codecs down to low ratesPhone cost is minimal to noneBuying today? Gotta be HD Voice!

  • Ten Reasons for HD Voice:Everybodys Making ItNetworksFrance Telecom/Orange (2006)Wireless Moldova trialsBritish TelecomT-MobileTelecom ItaliaTelstraKorea TelecomHosted services: ZipDX, IP5280, Alteva, etc.Verizon Business (2010)Cablevision Systems Optimum LightpathCox, Global Crossing, etc. (2010)

    EndpointsPolycomAudioCodesCiscoAvayasnomAndroid GlassSiemensCellphones mostly compatible

  • Ten Reasons for HD Voice:Your Competitor Sounds Good.

  • Ten Reasons for HD Voice:Your Competitor Sounds Good. You Dont.

  • Spread the Message!Listen for opportunitiesDirect communication and marketingIndirect: Bring up HD Voice in TV shows, movies,

  • THANK YOU!

    Well do a quick overview of what HD Voice is, and where its being used todaythen look at some reasons that can appeal to end usershow to get motionTo start, listen to this:Hard to tell what theyre saying or whyWell get back to that in a momentEnd user appeal weve added some that reach beyond business, into our homes and families

    **So today well focus on how to help them understand why they need it*Most people can hear this range. The phone covers a quarter of it. Early technology limitations, nudged in the mid-30s. Fate finally sealed in the 60-70 with digital PSTN, 8ksps. The problem...Our speech extends out to here.POTS phones carry 1/4 of human speechHigher frequencies are critical for identifying the talkerConsonants carry half of speech informationConsonants occur largely above POTS rangePOTS phones carry 1/4 of human speechHigher frequencies are critical for identifying the talkerConsonants carry half of speech informationConsonants occur largely above POTS range***We like to think that we talk the same language as people here. *In reality, of course, we can have trouble understanding people outside of our neighborhood. Its a big world out there, and today were all needing to communicate with people who learned to speak English*Anywhere in the world.

    Im talking about English, of course, but studies have shown that HD Voice turns out to be essential in almost all languages for the same reason as were discussing here. A Castilian will have a dickens of a time trying to make sense of my California high school Spanish. *This is an experiment. A lot of the character in childrens voices is in the higher frequencies. I was noodling around with a compact recorder going, when visitors arrived unexpectedly. They were very quiet, and then they were gone. Talking to the family over the phone is one big plus of HD Voice.

    Now listen again*Two more big advantages you get the whole character of the person, you can hear them even when theyre talking soft.*Ive tried to make some of these things easier to say. Yes its more efficient, meaning that you get the meaning the first time, you make fewer mistakes, and you dont have to work as hard, but that all boils down to make it easier? Save your energy for the challenges that cant be simply solved by a better connection. *Working to understandUsing context takes workDauphin or Dolphin?Can still be ambiguousthe eldest son of a king of France

    *Working to understandUsing context takes worksDauphin or Dolphin?Can still be ambiguous

    *Unless, of course, its both.**Remember that clip at the beginning? *Remember that airliner: one short clip of narrowband audio was what described the fate of 155 people. **Led by European carriers: first four are in the process of deploying HD voice in their networks and should be able to swap traffic by the end of this year. France Telecom (Orange 2006 France and Spain Will launch in Belgium and UK this year Trial in Moldova is wireless 3G Over 600k subscribers already, is rolling out Meanwhile, Korea Telecom announced this week that its upgrading for HD voice, Ericsson (NASDAQ: ERIC) has introduced AMR Wideband, the latest technology for high- quality voice calls, in mobile networks and is demonstrating it at the Mobile World Congress in Barcelona, Spain. The technology can be implemented in both GSM and WCDMA/HSPA networks, and provides hi-fi quality, crystal-clear sounds on mobiles that support the feature. February 2009 http://www.voiceage.com/media/ericsson291661.pdf US: numerous hosted business VoIP services and carriers such as ZipDX, IP5280 and Alteva support HD Voice Verizon Business is signaling that it will be rolling out HD next year, which greases the skids for a move to SMB and consumer Cablevision Systems' Optimum Lightpath has announced what it claims is the first high-definition voice service for mid-sized and large businesses in the New York City area. putting the screws to incumbent telcos in business market segments. Cox says theyll have an HD offering in 2010 Global Crossing is giving strong indications Also note HD Audio streaming exists already Wireless devices are HD Audio capable Will Stofega, analyst at IDC. Doing business on a global basis demands new standards of clarity and consistency in communications. http://www.von.com/articles/hd-voice-gives-operators-a-clear-advantage.html 2006 trial: Ericsson/T-Mobile HD Berkehammar et. al. in the Ericsson Review No. 3, 2006. The article describes a consumer trial (150 users) on the T-Mobile network in Germany in April and May 2006. The trial used AMR-WB More than 70% of the users perceived a distinct improvement in voice quality they found that they could more easily place and complete calls in noisy environments, and reported that the improved voice quality created a greater sense of privacy, discretion and comfort. If you add in those that merely found it good or nice to have, approval ratings were over 90%. Telstra: for their TIPT (Telstra IP Telephony) service they find HD Voice is the key selling point for SPIP phones. *Spread the word!*

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