what's next: how to charge more by reinventing cloud pbx services
DESCRIPTION
Not that long ago, VoIP companies could make serious money by charging 10 cents a minute for long distance or $30 a month for local phone service. But with a low barrier to entry, the market very quickly became crowded, and prices fell to the basement. Now anyone off the street can get sub-1-cent per-minute US LD with no minimums. That business model is dead. For many companies, salvation came in the form of moving upstream to offering virtual PBX, or the more buzz-wordy "Cloud PBX". But once again, the field is full of competitors and with very little to differentiate. Why should any customer choose you? If you answered "price", you're going to lose. This presentation is all about solving that problem: how to create differentiated real-time communication services that allow you to charge your customers for the value you create, rather than for the minutes they use.TRANSCRIPT
What’s Next?
How toCharge Moreby Reinventing VoIP Services
Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
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Ben Klang
Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
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Ben Klang
Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
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Ben Klang
Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
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Ben Klang
Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
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How toCharge More
by Reinventing VoIP Services
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Making a buck inVoIP and Cloud PBX
is Hard
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Making a buck inVoIP and Cloud PBX
is Hard
...and Getting Harder
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THE PROBLEMS
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THE PROBLEMS
Price Minimization
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THE PROBLEMS
Price MinimizationService Homogenization
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THE PROBLEMS
Price MinimizationService HomogenizationSexiness Boringization
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PRICE MINIMIZATION
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1995 PRICE-PER-MINUTE
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2005 PRICE-PER-MINUTE
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2005 PRICE-PER-MINUTE
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2015 PRICE-PER-MINUTE
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2015 PRICE-PER-MINUTE
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0*
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TODAY’S PRICE-PER-MINUTE
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TODAY’S PRICE-PER-MINUTE
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SERVICE HOMOGENIZATION
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12,000 vertical pixels of textCovers North American providersThe full list is 3 times longer than thisI tried showing you the full list in this presentation but it kept crashing the software
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WHO’S WHO OF DEAD VOIP
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27% of checked sites are dead
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WHO’S WHO OF DEAD VOIP
•78 Companies Checked
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27% of checked sites are dead
CAN YOU SPEAK MAGIC?
WHO’S WHO OF DEAD VOIP
•78 Companies Checked•21 Websites Down/Gone
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27% of checked sites are dead
CAN YOU SPEAK MAGIC?
WHO’S WHO OF DEAD VOIP
•78 Companies Checked•21 Websites Down/Gone•How many more silently failed?
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27% of checked sites are dead
CAN YOU SPEAK MAGIC?
SEXINESS BORINGIZATION
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Boringization: Was sexy for a minute when VoIP disrupted the remnants of Ma Bell. Then got exciting again when cheap PBXes moved to the cloud. But now what?This is evidence that all the interesting problems have been solved. At this point you are not going to enter this market selling generic voice minutes or Cloud PBX services and expect to surprise anyone - they’ve gone mainstream. We have to reach further.
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SERVICE COMMODITIZATION
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http://mspmentor.net/acquisitions/hosted-voip-acquisition-warwick-valley-telephone-buys-alteva
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SERVICE COMMODITIZATION
18http://www.zacks.com/stock/news/97333/jcom-on-acquisition-spree
“Last year, the company made six acquisitions related to cloud-based services.”
“The company executed three more buyouts early this year. The aggressive buyout strategy of the company will consolidate its global leading position in the virtual PBX market.”
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GIVING UP
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THREE OUTCOMES
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Unless you’re the one doing the buying...If you are in this market and you’re not changing something, these are the outcomes
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THREE OUTCOMES
Be Bought
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Unless you’re the one doing the buying...If you are in this market and you’re not changing something, these are the outcomes
CAN YOU SPEAK MAGIC?
THREE OUTCOMES
Be BoughtTread Water
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Unless you’re the one doing the buying...If you are in this market and you’re not changing something, these are the outcomes
CAN YOU SPEAK MAGIC?
THREE OUTCOMES
Be BoughtTread Water
Give Up
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Unless you’re the one doing the buying...If you are in this market and you’re not changing something, these are the outcomes
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FOURTH OPTION:
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Such an overused word. So let’s look at what it means
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FOURTH OPTION:
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INNOVATE
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Such an overused word. So let’s look at what it means
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INNOVATION
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Go against the mainstream. Don’t just do what everyone else is doingNot just lipservice
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INNOVATION•Change Business Model
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Go against the mainstream. Don’t just do what everyone else is doingNot just lipservice
CAN YOU SPEAK MAGIC?
INNOVATION•Change Business Model•Switch from selling minutes to seats
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Go against the mainstream. Don’t just do what everyone else is doingNot just lipservice
CAN YOU SPEAK MAGIC?
INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones
22Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doingNot just lipservice
CAN YOU SPEAK MAGIC?
INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different
22Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doingNot just lipservice
CAN YOU SPEAK MAGIC?
INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different •“The Customer Service Leader”
22Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doingNot just lipservice
CAN YOU SPEAK MAGIC?
INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different •“The Customer Service Leader”•“Fastest Deployment Time Period”
22Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doingNot just lipservice
CAN YOU SPEAK MAGIC?
INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different •“The Customer Service Leader”•“Fastest Deployment Time Period”•Specialization
22Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doingNot just lipservice
CAN YOU SPEAK MAGIC?
INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different •“The Customer Service Leader”•“Fastest Deployment Time Period”•Specialization•Highly targeted products and services
22Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doingNot just lipservice
CAN YOU SPEAK MAGIC?
INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different •“The Customer Service Leader”•“Fastest Deployment Time Period”•Specialization•Highly targeted products and services•Vertical Integration
22Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doingNot just lipservice
CAN YOU SPEAK MAGIC?
INNOVATION•Change Business Model•Switch from selling minutes to seats•Switch from selling seats to phones•Focus on Being Different •“The Customer Service Leader”•“Fastest Deployment Time Period”•Specialization•Highly targeted products and services•Vertical Integration•Deliver things that others can’t
22Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doingNot just lipservice
CAN YOU SPEAK MAGIC?
INNOVATIONTHROUGH
SPECIALIZATION
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Let’s solve real problems
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HOW DOES THIS WORK?
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HOW DOES THIS WORK?
1.Identify a market to serveThe more specific the better!Pick one you know or have connections to
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CAN YOU SPEAK MAGIC?
HOW DOES THIS WORK?
1.Identify a market to serveThe more specific the better!Pick one you know or have connections to
2.Learn what makes them tickWhat pains do they suffer?Where are opportunities to solve problems?
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CAN YOU SPEAK MAGIC?
HOW DOES THIS WORK?
1.Identify a market to serveThe more specific the better!Pick one you know or have connections to
2.Learn what makes them tickWhat pains do they suffer?Where are opportunities to solve problems?
3.Solve problems, sell solutions
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CAN YOU SPEAK MAGIC?
HOW DOES THIS WORK?
1.Identify a market to serveThe more specific the better!Pick one you know or have connections to
2.Learn what makes them tickWhat pains do they suffer?Where are opportunities to solve problems?
3.Solve problems, sell solutions4.Repeat Step 3
25Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
HOW DOES THIS WORK?
1.Identify a market to serveThe more specific the better!Pick one you know or have connections to
2.Learn what makes them tickWhat pains do they suffer?Where are opportunities to solve problems?
3.Solve problems, sell solutions4.Repeat Step 35.Profit!
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WHY DOES THIS WORK?
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As long as you keep the price competitive, or the price/value balance
CAN YOU SPEAK MAGIC?
WHY DOES THIS WORK?
•Niche markets often underserved
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As long as you keep the price competitive, or the price/value balance
CAN YOU SPEAK MAGIC?
WHY DOES THIS WORK?
•Niche markets often underserved•Solutions create high value!
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As long as you keep the price competitive, or the price/value balance
CAN YOU SPEAK MAGIC?
WHY DOES THIS WORK?
•Niche markets often underserved•Solutions create high value!•Tailored beats Generic every time
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As long as you keep the price competitive, or the price/value balance
CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
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VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems
CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
27Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems
CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
27Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems
CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
27Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems
CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
27Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems
CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
27Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems
CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
27Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems
CAN YOU SPEAK MAGIC?
...BUT WE SELL THIS
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...BUT WE SELL THIS
29Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
...BUT WE SELL THIS
29Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
...BUT WE SELL THIS
29Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
...BUT WE SELL THIS
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WHAT SHOULD WE BUILD?
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WHAT SHOULD WE BUILD?
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WHAT SHOULD WE BUILD?•Automate Medical Claims
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WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication
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WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication•Reuse primary auth via website
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CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication•Reuse primary auth via website•Verify with voice biometrics
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CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication•Reuse primary auth via website•Verify with voice biometrics•Cross-check against caller location
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WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication•Reuse primary auth via website•Verify with voice biometrics•Cross-check against caller location•Call recording/transcription
31Saturday, May 11, 13
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WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication•Reuse primary auth via website•Verify with voice biometrics•Cross-check against caller location•Call recording/transcription•Medical advice given to patient automatically added to patient file
31Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?•Automate Medical Claims•Secure Caller Authentication•Reuse primary auth via website•Verify with voice biometrics•Cross-check against caller location•Call recording/transcription•Medical advice given to patient automatically added to patient file•Auditing/Service Quality Assurance
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WHAT SHOULD WE BUILD?
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The key to ROI in these markets is identifying commonalities, like Tessitura, and building solutions that integrate with existing, widely deployed packages
CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?•Arts Management
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The key to ROI in these markets is identifying commonalities, like Tessitura, and building solutions that integrate with existing, widely deployed packages
CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?•Arts Management•Enable perfect memory
32Saturday, May 11, 13
The key to ROI in these markets is identifying commonalities, like Tessitura, and building solutions that integrate with existing, widely deployed packages
CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?•Arts Management•Enable perfect memory•Anticipate caller’s needs
32Saturday, May 11, 13
The key to ROI in these markets is identifying commonalities, like Tessitura, and building solutions that integrate with existing, widely deployed packages
CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?•Arts Management•Enable perfect memory•Anticipate caller’s needs•Concierge receives callerinfo via Instant Message:Caller Photo, Last Ticket Purchase, Seating Preference, Lifetime Donation Amount
32Saturday, May 11, 13
The key to ROI in these markets is identifying commonalities, like Tessitura, and building solutions that integrate with existing, widely deployed packages
CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?•Arts Management•Enable perfect memory•Anticipate caller’s needs•Concierge receives callerinfo via Instant Message:Caller Photo, Last Ticket Purchase, Seating Preference, Lifetime Donation Amount•Click-to-Call options for purchasing tickets integrated with popular backend software
32Saturday, May 11, 13
The key to ROI in these markets is identifying commonalities, like Tessitura, and building solutions that integrate with existing, widely deployed packages
CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?•Arts Management•Enable perfect memory•Anticipate caller’s needs•Concierge receives callerinfo via Instant Message:Caller Photo, Last Ticket Purchase, Seating Preference, Lifetime Donation Amount•Click-to-Call options for purchasing tickets integrated with popular backend software•Automate weather contingency notification
32Saturday, May 11, 13
The key to ROI in these markets is identifying commonalities, like Tessitura, and building solutions that integrate with existing, widely deployed packages
CAN YOU SPEAK MAGIC?
CASE STUDY
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CASE STUDY
•Commoditized Market: Home Remodeling
33Saturday, May 11, 13
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CASE STUDY
•Commoditized Market: Home Remodeling•No players in market with more than a single-digit share
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CAN YOU SPEAK MAGIC?
CASE STUDY
•Commoditized Market: Home Remodeling•No players in market with more than a single-digit share•Industry reputation for low quality, poor service, unhappy customers
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CAN YOU SPEAK MAGIC?
CASE STUDY
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Professionalized the industryClick-to-call small feature to implement, BIG impact on productivityAll calls recorded for training
CAN YOU SPEAK MAGIC?
CASE STUDY•Built 100% customERP package
34Saturday, May 11, 13
Professionalized the industryClick-to-call small feature to implement, BIG impact on productivityAll calls recorded for training
CAN YOU SPEAK MAGIC?
CASE STUDY•Built 100% customERP package•Automates processes for sales, financing, product installation, ongoing customer service
34Saturday, May 11, 13
Professionalized the industryClick-to-call small feature to implement, BIG impact on productivityAll calls recorded for training
CAN YOU SPEAK MAGIC?
CASE STUDY•Built 100% customERP package•Automates processes for sales, financing, product installation, ongoing customer service•Call center automation
34Saturday, May 11, 13
Professionalized the industryClick-to-call small feature to implement, BIG impact on productivityAll calls recorded for training
CAN YOU SPEAK MAGIC?
CASE STUDY•Built 100% customERP package•Automates processes for sales, financing, product installation, ongoing customer service•Call center automation•Confirm appointments with consumer
34Saturday, May 11, 13
Professionalized the industryClick-to-call small feature to implement, BIG impact on productivityAll calls recorded for training
CAN YOU SPEAK MAGIC?
CASE STUDY•Built 100% customERP package•Automates processes for sales, financing, product installation, ongoing customer service•Call center automation•Confirm appointments with consumer•Match qualified reps with leads
34Saturday, May 11, 13
Professionalized the industryClick-to-call small feature to implement, BIG impact on productivityAll calls recorded for training
CAN YOU SPEAK MAGIC?
CASE STUDY•Built 100% customERP package•Automates processes for sales, financing, product installation, ongoing customer service•Call center automation•Confirm appointments with consumer•Match qualified reps with leads•Click-to-call for agents
34Saturday, May 11, 13
Professionalized the industryClick-to-call small feature to implement, BIG impact on productivityAll calls recorded for training
CAN YOU SPEAK MAGIC?
CASE STUDY
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CAN YOU SPEAK MAGIC?
CASE STUDY•$172MM in 2012
35Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
CASE STUDY•$172MM in 2012•Est. $365 in 2013
35Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
CASE STUDY•$172MM in 2012•Est. $365 in 2013•New offices around the country
35Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
CASE STUDY•$172MM in 2012•Est. $365 in 2013•New offices around the country
35Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
CASE STUDY•$172MM in 2012•Est. $365 in 2013•New offices around the country
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CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS TOOLS
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VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems
CAN YOU SPEAK MAGIC?
37
adhearsion.com@Adhearsion
http://mojolingo.com@MojoLingo
Saturday, May 11, 13
CAN YOU SPEAK MAGIC?
37
adhearsion.com@Adhearsion
http://mojolingo.com@MojoLingo
Saturday, May 11, 13