Recipes for Success…..

1. Recipes for Success….. David TidwellDirector – Global Enhanced Services Sales Operations david.tidwell@genesyslab.com

2. Highlights…recipes for success… • As an industry how have we been doing? • Are we maximizing our potential?....revenues……and innovation? • How do we really treat out customers? • How do we really differentiate ourselves? • What products and services? • A story or two • The best presentations come in the form of stories…! • The bottom line • What is/are the magic recipes for success? • What do you think now? 2

3. How have we been doing? • We are growing at rates never seen before • Saturation – almost! • Expansion easier through acquisitions than competition • I would argue we are doing a really bad job! • Churn, then more churn…what is the real cost? • Baseline products are commodity – VoiceMail, CLI, Call Waiting • Everyone hunts for the killer-app – I don’t think its that easy! • New networks on the horizon – we cannot achieve stabilityhow do you migrate 1st, to 2nd, to 2.5th to 3G, then IMS in the way? • We HOPE and PRAY that we are handling our customers well

4. How do we differentiate ourselves? • By the handsets we deliver? • Name some unique facets of your network! • We try to target segments of the customer ecosystem • Business (that old 80-20 rule again!) • I argue that there is no REAL difference…. • Am I right?

5. A story for you • Genesys has over 400 Telecommunications Clients • Some do a terrific job, and excel • Some don’t – why? • You know what, none of us ever stopped to ask the reason why! • Let me tell you a story about Robert and Christine • And a whistle-stop tour of supply chain management

6. Applications – Phase One A1 Voice Services (Voice Portal) ABSNOW!Email, Telephone Book, Calendar, News, Sports, Horoscopes, Traffic Updates, Weather, Movies – deployed in March 2003 Why? Existing system cannot do both DTMF and ASR at the same time! Client wanted both options at runtime! It was a great driver for VoiceXML. Tooled – XML Writer for VoiceXMLJ-Builder for Java Written by Client itself, integrated by Unisys

7. Applications – Phase Two Phase 2 – Marketing Applications Smaller Marketing Campaigns / Promotions CD pre-listening (Mariah Carey) McDonalds – joint marketing of films and the local Skiing Team Information on Beach Volleyball Competition that the client sponsored Promotions for Summer / Christmas Competition for 50th Anniversary of the Army M-Commerce, eWallet service (Credit Card based) Outbound Dialler for setting up conferences

8. Applications – Phase Three Phase 3 – Prepaid Roaming Topup Topup your prepaid mobile phone when roaming abroad Allowed to use topup vouchers purchased at any Vodafone subsidiary retail outlet and apply them to home based account Developed and integrated by nfotex Replaced existing ORGA IVR system All calls made to prepaid system from international locations handled on Genesys system This application convinced the prepaid team of the speed and flexibility of VoiceXML

9. Applications - Phase Four A1 Music Finder Call 221122, hold your phone to radio for about 30 seconds Immediately receive an SMS with name of song & artist details, and a discount voucher at the nearest (LBS) record-store! Developed by Internal Network Team !! Now they are onboard! Why? Marketing saw an in-house demo and immediately put it live. First deployed in January 2004, and is STILL LIVE! Even has its own premium rate access on 0900 for none-native subscribers

10. Applications – Phase Five Credit Transfer Application Allows postpaid subscribers to transfer credit to prepaid customers. (Mom and Dad can topup their childs phone!) Deployed Q2-2004 Application and Backend by nfotex Why? Was already working well as SMS and WAP application. VoiceXML was just another channel. The success of VoiceXML on the voicestream annoyed the data side of the house – who lost all their data value in weeks!

11. Applications - Phase Six Ringback Tones Instead of hearing ring-tone you hear whatever target sub has chosen for you to hear (ie, mixed music and ringing) Deployed Q4-2004 Developed by Carrier Excellent example of “early media” – answer IAM, but no billing trigger! Replaced LogicaCMG who had already won the deal. From a cold-dark start, system went in in only 8 weeks! The Temporary Genesys Platform is still running after 3 years! – 2Million Calls a day! Now running also in Slovenia and Macedonia! Written with IntelliJ and Eclipse A marketing toy IVR suddenly promoted to Network IVR - primetime

12. Applications - Phase Seven RingBack Tones IVR Using 77177 callers could buy Ringtones, as well as administer their entire Ringtone collection Deployed Q4-2004 Developed and Integrated by the client in 4 weeks!! Written with Eclipse for both VoiceXML and WAP channels! Excellent Cross Sell lesson learnt – client put a link from prepaid IVR to the RBT IVR and the call volume increased by a factor of 10!

13. Applications – Phase Eight WAP Configurator for Mobile Phones DTMF application to help a user configure their phone correctly for WAP services Deployed Q2-2005 Written by Client with EclipseTools, Backend Integration by Unisys Replaced a proprietary IVR system as it was too inflexible and difficult to add new market phone types. VoiceXML allowed for dynamic Database lookups to drive DTMF grammar – INSTANT up to date applications!

14. Applications - Phase Nine Prepaid IVR A one-stop shop for all prepaid customers. Get credit updates, top-up etc Deployed Q4/2005 Developed by nfotex Why? Marketing wanted everything in VoiceXML, so moved all the older prepaid silo’s to Genesys. Marketing needed more control over the application and prepaid wanted to be able to make modifications quickly Availability of system improved with VoiceXML!

15. Applications - Phase Ten Outbound Call Campaigns Marketing and Customer Loyalty used Genesys to make outbound calls to customers with special offers/reminders Deployed Q4/2005 Developed by Client, backend by Unisys Why? Marketing was already using MMS and SMS for outbound. Adding Voice was natural. Response rate from targets was higher than that for SMS or MMS

16. Applications - Phase Eleven Network Announcements Genesys plays core network prompts – not on the DMS100’s anymore! “The number you are calling is no longer part of the network” [Number Portability] “You only have 3 Euros credit left” [Prepaid] Written by Client, backend by Kapsch By now, this approach to services had established itself as both PLATFORM and TECHNOLOGY of choice for any Media Server application. PERIOD.

17. Applications - Phase Twelve Mobile PBX Used to encourage SME to throw away fixed line phones and deploy mobile VPN phone with one phone in the group acting as the operator All inbound calls arrive to operator phone, and are then transferred to SME mobile pool Deployed Q3-2006, but market size unknown Developed by Client, backend by IP2 Showed test/prototyping to its fullest. Saved on a 6 figure turn-key cost, and was actually deployed to several SME’s in first month of operation

18. Applications - Phase Thirteen Video IVR A1 Videolines project lets 3rd parties design Video IVRs using a simple web based interface and then deploy it simply to a given target number on the network Deployed Q4-2006 Developed by Client (Eclipse), backend by IP2 and several contractors (Unisys, nfotex….) Replaced Alcatel proprietary IVR system Genesys now fully fledged as SOA, Network IVR, SDP

19. Summary Nortel ousted, several other systems replaced too Integrator lost their preferred SI status Time to market as low as 2 weeks from a cold dark start! (Used to be 18 month lead time – minimum!) No longer trying to finder sponsor applications with enough power behind business case to justify multi-million dollar investments New Model World – no barriers to innovation No risk to try new toys and ideas This Telco is thriving in its ecosystem!

20. What did you just learn? It’s not your suppliers that let you down! It’s not your ProdM or Marketing that let you down! It’s not your Supply Chain Management that let you down! It’s not your Core Networks/Engineering that let you down! It is the SYSTEM and the old world that let’s you down!PLEASE CHANGE YOUR APPROACH!!!!

21. What types of Applications? (Recipes…) It may be easier to list what is NOT being done! (There are over 800 of them!) iCFD, Second Line IP Telephony, Directory Assistance, Prepaid Calling Card Topup, Front-Door, Network Routing, Ticket Status, IT Outages Notifier, ADSL Provisioning, Billing Enquiries, Email Access by Phone, Telephone Book, Calendar, News, Sports, Horoscopes, Traffic, Weather, Movies, CD Prelistening, McDonalds Promotions, Competitions, M-Commerce eWallets, Outbound Dialling, Conferencing, Roaming Top-up, Music Finder – Ident, Credit Transfers, Ringback Tones, WAP Configurator, Prepaid Self Service, Customer Loyalty Outbound, Network Announcements, Mobile Virtual PBX, Video IVR, FrontEnd Advertizing, Dealer Support, HR apps, Number Portability.. 21

22. Start small… From tiny seeds do big things grow! We are not asking you to change anything! Keep it all just the way it is, it is doing a great job (…for now!){Hint – think about Robert and Christine!}A direct attack on core network never occurred! Oh, by the way, it leans completely on existing network assets for the NGN and your IMS roadmap! I bet you have AS5350’s out there, and almost for sure some PGW2200’s! Go see! You already have the gear you need!

23. The bottom line You will remember these two bullets from the first slide…. • The bottom line • What is/are the magic recipes for success? • What do you think now?