Please see corresponding blog http://blog.eComm.ec

2. Recombinant Communications:
2010 and Beyond
Prepared by
Opus Research/Internet2Go
Presented by: Dan Miller, Sr Analyst
© 2009 Opus Research, Inc.

3. Opus Research

Opus Research Miller
Founded in 1985 by Dan
 Helped launched the first advisory services on “new media” in 1980
 Focused on “intelligent network services,” IVR, e-publishing
 Dealt with publishers, telcos, cable operators, game makers, studios
 There at the beginning
 Addressable cable converters
 CTI, IVR, Contact Centers…
 IN, SS7, SIP, VoIP…
 Today’s Advisory Services:
 Recombinant Communications (RC)
 Internet2Go
 Conferences
 Voice Biometrics Conference 2010 (www.voicebiocon.com)
 Internet2Go
eComm SF 2010
© 2009 Opus Research, Inc.

4. Recombinant Communications (RC)
Opportunities at the
intersection of highly capable
phones, Web Services, cloud
computing and a range of
“open source” software
and well-defined APIs
eComm SF 2010
© 2009 Opus Research, Inc.

5. 2009: A “Break Then Make” Year
 Recovering from economic chill
 Doing more with less
 Extending life of existing resources
 Making the move to IP-based networks
 Changing organization structures and cultures
 Reassembling the ecosystem
 Focus on user experience
 Add awareness of presence, status and preferences
 Accommodate many networking options
Not investing in unification so much as reassembly
eComm SF 2010
© 2009 Opus Research, Inc.
5

6. Putting „Personal‟ into PCS
 An evolutionary process
 Remember when “cellular” became PCS?
eComm SF 2010
© 2009 Opus Research, Inc.

7. Raised a Simple Question
 What is ‘personal’?
 “Personalization” became a cottage industry
 Involved filters, targeting, “cookies”
 Mobility upped the ante to “surveillance”
 Today it’s about:
 Identity
 Location
 Masking complexity
eComm SF 2010
© 2009 Opus Research, Inc.

8. Asked and answered as…
AMPS  PCS  3G  4G
Cell  Location  Destination
Call Records  Search History  Intention
Feature Phones  SmartPhones
Caller ID  Metadata  Identity
Who I am. Where I’m going. What I want to do.
What I’m willing to share.
eComm SF 2010
© 2009 Opus Research, Inc.

9. Result: Recombinant Communications (RC)
 Seeds of a $20+ Billion Opportunity
 Solutions emphasize re-use/recombination
 New generation of app developers
 Accelerating life-cycles
 Splicing together infrastructure elements
 APIs between private clouds & public clouds
 Advent of “Porous Enterprises”
 Crowdcenters and Cloudcenters supplant
Contact Centers
eComm SF 2010
© 2009 Opus Research, Inc.

10. Some Assembly Required
 The anomaly that is Apple
 Arguably a “closed” system
 Locked down publishing cycle
 Users become their own solution providers
 World of opportunity
 Web services
 No rest for the RESTful
 “Voice” is interesting again
RC Included Among 160,000 Apps in iTunes AppStore
eComm SF 2010
© 2009 Opus Research, Inc.

11. Happy, shiny programmers
eComm SF 2010
© 2009 Opus Research, Inc.

12. The RC Opportunity
eComm SF 2010
© 2009 Opus Research, Inc.

13. The RC Roster
 Enterprise UC
 The Bus: “pipes and call routing” (Cisco, Avaya, ALU/Genesys,
others)
 Middleware: “business process mgt” (IBM, Oracle/BEA)
 Desktop: “presentation portal” (Microsoft, IBM/Lotus, Apple)
 Disruption from “collaborative” efforts that transcend traditional
boundaries: cubicle, contact center, inter-enterprise, mobile workforce
 Service Providers
 Incumbents: AT&T, BT, Verizon, etc meet Comcast, Ribbit, Skype
 Cloud operators: Google, Amazon, Salesforce, Microsoft
 Voice ASPs: Nuance On Demand, Tellme/Microsoft, West….
 Disruption from LiveOps/LiveWork, Google, Voxeo, Nuance?
Framed as “private clouds/public clouds” debate
eComm SF 2010
© 2009 Opus Research, Inc.
13

14. The #RC Roster (continued)
 End Points
 In cubicles: IP-based handsets and softphones
 In conference rooms: telepresence, shared phoens
 While mobile: feature phones and smartphones
 In between: Laptops, netbooks, ebooks, PNDs
 Disruption from iPhone, Android, Kindle
 Integrators and App Developers
 Incumbents: IBM Global Services, Accenture
 Emerging: Two teenagers in a Starbucks
 Disruption from leveraging APIs and standards
Innovation cycles are accelerating
eComm SF 2010
© 2009 Opus Research, Inc.

15. RC Types, Prototypes & Use Cases
 API-enabled “clouds”
 Voxeo
 Amazon EC2
 Salesforce: SalesCloud/Service Cloud
 Google (Gears, Wave…)
 IfbyPhone
 New intermediaries
 Tropo
 Twilio
 Ribbit
 Twitter
 Incumbent telcos and enterprise infrastructure
eComm SF 2010
© 2009 Opus Research, Inc.

16. Blind men and the elephant in the room
 Arguing terminology
 Unified Communications?
 Communications-Enabled Business Processes?
 Collaboration?
 When the issue is “problem solving”
 From search  discovery  consultation 
selection  purchase  support
 Sensitive to context and state
 Increasingly mobile
 Responsive to end-user needs
These are the roots of Robust Recombinant Apps
eComm SF 2010
© 2009 Opus Research, Inc.

17. Contact
How to Reach Us
 Dan Miller
dmiller@opusresearch.net
415.904.7666
www.opusresearch.net Twitter: @opusresearch
www.internet2go.net @dnm54
www.voicebiocon.com
© 2009 Opus Research, Inc.