3. „ Ubiquitous, free platform (HTML)
„ Unified mechanism for accessing resources (URIs)
„ Developer-friendly
„ Simple APIs (HTML + CSS + JS)
„ No software to buy or set up à my 13-year-old can do it
„ Free documentation on the web à developers self-train
3
What caused success of the Web?
Let's learn from this!
9. 9
SIP must be the answer (late 90's)
Protocol coding
"Telephony sucks"
- Jonathan Taylor, founder ofVoxeo
Make it simpler
10. 10
CallML/CCXML/VXML must be the
answer (early 2000's)
XHTML -> HTML 4/5
"Telephony still too hard"
- Jonathan Taylor, founder ofVoxeo Labs (Tropo)
Make it more appealing
(mid 2000's)
(Oct 2010)
11. 11
Tropo appeals to Web Developers
Automates call endpoints
"Why not in your calls?"
- Jose De Castro,Tropo CTO
Bring web development to the core network
(Mar 2009)
12. 12
Ameche is the (additional) answer
Automates call midpoints
Apps in your calls™
(Oct 2012)
13. 13
So what's the point?
We will never stop trying to
make telephony (app dev) simpler
innovating
14. 14
Our products
Simple JQuery API for
building web client
- Voice/video
- IM/SMS/Twitter
- Of course
WebRTC
- Corresponding SIP
proxying gateway
Simple web scripting API
for call endpoint apps
- Write in JS, Ruby,
Groovy, Python, PHP
- Call/forward/answer
- Speech recognition/
synthesis
- SIP/PSTN/IM/SMS/
Skype/Twitter
- 150k+ developers
cPaaS using Simple
NodeJS API for mid-
call apps
- Voice, video, SMS
- Integrates with
- SMS or MSC
- API management
- Cloud
deployment
30-second sign-up
Developer sandbox
30-second sign-up
Developer sandbox
30-second sign-up
Developer sandbox
15. 15
Our products
Simple JQuery API for
building web client
- Voice/video
- IM/SMS/Twitter
- Of course
WebRTC
- Corresponding SIP
proxying gateway
Simple web scripting API
for call endpoint apps
- Write in JS, Ruby,
Groovy, Python, PHP
- Call/forward/answer
- Speech recognition/
synthesis
- SIP/PSTN/IM/SMS/
Skype/Twitter
- 150k+ developers
cPaaS using Simple
NodeJS API for mid-
call apps
- Voice, video, SMS
- Integrates with
- SMS or MSC
- API management
- Cloud
deployment
30-second sign-up
Developer sandbox
30-second sign-up
Developer sandbox
30-second sign-up
Developer sandbox
Not just APIs – these
appear as native code.
REST is tiresome!
18. Tropo example
var facebook = new FacebookClient(authToken);
var location =
facebook.getLastCheckinLocation();
if(GeoUtils.getCountry(location) != 'USA') {
var answer = ask('Dan is traveling right now.
Do you still want to call him?',
{choices: 'yes, no' });
if(answer == 'yes') {
transfer(currentCall.calledId);
} else {
say('Okay. Try texting him.') }
}
}
Intercepts called number and verifies location before continuing.
18
19. Ameche example
var ameche=require('ameche');
ameche.on('subscriber', function(subscriber) {
subscriber.on('call:outgoing', function(call)
{
if(call.to=='tel:411'){
call.connect('tel:+1800GOOG411');
}
});
});
Intercepts calls to 411 and redirects them to Google's Directory Assistance
• Could be billed at net profit over 411 DA
• Could be charged to developer offering service
19
20. „ Crunched (Tropo + Phono)
„ myaNUMBER (Tropo + Phono)
„ Tropo is also deployed in both AT&T and Deutsche Telekom's
developer gardens
20
Selected deployments
21. Crunched: Tropo and Phono
Crunched uses Tropo to
• Record calls and log them to SalesForce.com
Crunched added Phono in May 2013 to
• Provide high-quality voice, supported in all browsers, whether WebRTC enabled or not
Recently acquired by ClearSlide
"a sales and marketing intelligence platform that helps
companies close more deals with deeper insights into
their customers"
Crunched features:
• Full audio and video conferencing, with presentation and screen sharing
• Automatic call recording and logging to SalesForce.com
• Measures who's paying attention in meetings, who's reading emailed
presentations, and how much time they spend reading each slide
• Simple web interface with no download, using high-quality audio
21
22. myaNumber: Tropo and Phono
"One phone number for your family."
Myanumber features:
• One number for your children to call (local or toll-free)
• Up to 5 caregiver numbers (Mom, Dad, Grandma, friend, etc.)
• Rings simultaneously or in sequence, as configured
• Group text among caregivers, caregiver location information
• Automated transcription of call sent to all caregivers
• Basic cost: $9.99/mo or $89.99/yr, incl. 200 call minutes and 100 SMS
Tropo provides:
• Voice and SMS
Other (AT&T) APIs used:
• payment API
• locator API
• in-app messaging API so SMS from a browser looks like its sent from the person’s mobile
• speech to text API
Phono provides:
• Voice and SMS from a browser
22
23. „ SalesForce Call Logging (Tropo or Ameche)
„ In-Call Assistant (Ameche)
„ Social Weaving (Tropo or Ameche)
„ Context-based Call Routing (Tropo or Ameche)
„ Possible Emerging Market Cases
23
Cool Use Cases
26. SalesForce Call Logging: Business Models
Individual
purchase
$5-10 pm
$5k-10k pm
15% retained by SFDC
$4.25-8.5 pm
$4.25k-8.5k
pm
Distribution Through SFDC AppExchange
Distribution Direct / Partner (Non-SFDC Implementations)
Telco
SI / CRM Partners (e.g.
SAP)
$5k-10k pm
+ Set-up
fee
Revenue to
Telco
Revenue to
Telco
$5k-10k pm
(Set-up fee goes
to SI plus
commission (2))
Notes: (1) Enterprise assumes 1000 seats. (2) Model is not limited to only SFDC, Telco may choose to deliver in partnership with local
system integrators and other CRM platforms either cloud or premise-based.
Enterprise
Purchase (1)
26
29. In-Call Assistant: Example Features
Drive time SMS
Green Genie calls the subscriber and reads-out the SMS while the subscriber is driving.
The subscriber can then say reply to answer the SMS using their voice, or create a new
SMS, or review an old SMS.
Call recording
On a call and need to take a note? Say Hello Green Genie, record call. The call is
recorded, transcribed and sent by email or MMS to the subscriber or to Evernote.
Add a line
On a call and need to add someone onto the call? Say Hello Green Genie, add Bob (this
assumes contact list synced) or add phone number 888 888 8888. The person is called and
added to the existing call if they answer.
Email by voice
The subscriber can call Green Genie and say, check my email and the email titles and
senders are read out. The subscriber can then reply or forward the emails, again through
the power of their voice.
Tweet by voice
The subscriber can call Green Genie or while on a call say, check my tweets and can
listen to their tweets, and then like, retweet, or create new tweets through the power of
their voice.
Whisper reminders
While on a call, the subscriber can receive meeting reminders via whispers,
Business Integration
On a call and need the customer's order status? Say Hello Green Genie, order status,
Fred Jones. And listen to the status while on the phone.
29
41. „ Automatic-Alternative Billing: Bills a call to an alternative account or credit card based on set of
user defined policies, e.g. parents pay for their child to call home.
„ Pay-For-Me: Enables typically prepaid customers to request the called party to pay for the call.
The request can be transmitted over SMS, MMS, USSD, voice announcement, SIP or WAP-push.
The called party must accept before the call is set-up. Scenarios include prepaid users with low
or no cash, for children calling their parents as part of a family plan, or for roamers that would
like to have a cheaper call. Possible restrictions: the calling party's prepaid balance is under a
configurable threshold, both parties are from the same service provider, and in specific roaming
scenarios.
„ Low cash Call Return SMS: Service targets prepaid customers with low / no balance who
cannot immediately reload their balance by sending a USSD code to the network which then
sends a free-of-charge SMS to the requested party with the text Please call me and the
customer s number . Possible restrictions: limited to prepaid users with a residual balance,
who are not roaming, and the requested party belongs to the same service provider. Also
restrictions can be placed on the number of Call me service requests allowed per day, week or
month.
„ Sponsored Calls: Cost conscious customers, or prepaid customers that are running low on funds,
can get cheaper rates for voice calls, by accepting to listen to advertisements at the beginning of
the call and/or at recurring times during the voice call. The advert provides the offset to the
standard call charge. Its similar in concept to the adverts on TV, however targeting and
advertiser education is required on the value offered by such advertising opportunities. The
subscriber can invoke the service either for all their calls or on a call by call basis; it applies to
only the customer s outgoing calls.
41
Possible Emerging Market Cases
42. „ Balance related
• Cash Transfer: Cash Transfer enables prepaid and postpaid customers to transfer cash onto another
customer s prepaid balance, either within the same operator or between operators depending on
whether an inter-operator agreement exists or a third party service provider is used. The service is
invoked through SMS, USSD, WAP or Web portals.
• No Credit Notification: Notifies texters when recipients cannot reply because they're out of credit
• Prepaid community: Sets up a user community with a shared prepay balance, debited each time one
group member calls or texts another
„ Community related
• Community and Club Services: Enables communities and clubs to create private number schemes,
group SMS lists, and conference call service.
• Customer Created Community Services: Customer can create a premium SMS service, where
followers can subscribe to receive exclusive information. Or a group can set up a community
messaging service for arranging who will pick up the team for the next match.
42
Possible Emerging Market Cases
43. „ Call Duration Limitation: Limits the duration of certain calls, releasing them upon reaching a
maximum. On family plans limit talk time of the kids.
„ Choose Your Number: Choose Your Number enables new customers to select a directory number
out of a series of MSISDN numbers. Subscribers are charged when they accept one of the
proposed numbers. The charge can vary depending upon the popularity of the number. The
chosen number is activated in the network (provisioned in the HLR). The service interaction
with the subscriber can be implemented with USSD messages/menus or WAP portals or Web
self-service or voice/IVR interaction.
„ Policy-Based Call Accept / Reject: Policy-Based Call Accept / Reject service enables wireline or
wireless customers to define a list of calling numbers that will be the only calling parties
authorized (not authorized) to ring their phone. (Variant of Context-based Routing Use Case)
„ Voice Translator: Based on the language preferences of the subscriber they can automatically
translate a voice recording into foreign languages.
43
Possible Emerging Market Cases