How can communications service providers win the battle for customer loyalty against OTT players? How can service providers leverage their competitive advantage? How can they leverage the Cloud? During a Futurecom presentation GENBAND’s Senior Director of Applications Solutions Marketing, Sara Hughes, discussed how cloud-based mobile apps and unified communications can help service providers effectively compete with OTT players, improve customer stickiness and increase revenues. Sara Hughes is the Senior Director of Applications Solutions Marketing at GENBAND. Sara has over 20+ years of telecommunications experience as a customer, service provider and manufacturer with extensive experience in marketing, product management, technical support, customer training and go to market consulting, delivering enhanced next generation IP / Unified Communications applications and IMS services to many of the world's largest operators and enterprises. Sara holds a Bachelor’s degree in Business Administration specializing in Marketing and Information Systems. Sara joined GENBAND in 2010 after working for BroadSoft, Movius Interactive, Tekelec, VocalData, Global Knowledge and GTE Customer Networks.

1. Mobile Application Solutions
Futurecom 2012

2. Non-traditional Mobile applications
Competition from empower connected users
Over the Top (OTT) & drive up data usage
Changing customer
expectations and
behaviors
Fight Competitive Threats & Bring Short Term Revenue Gains
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3. How Much Do You Really Know About Social Networks?
 More than 488 million people access via mobile devices
• Each user spends on average 7 hours and 45 minutes a month
on the site
 As of Aug 2012, hit 175M users in over 200 countries
• More than 2M companies have pages
 Send over a billion tweets every 72 hours (May 2012)
 800M unique users visit every month (Sept 2012)
• 72 hours of video are uploaded every minute
• More than 20% of global views come from mobile devices
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4. Social Networking – It’s Expected
 44% of people online right now are using social
networks (Gartner)
 Average person spends 6 hours 33 mins per month
on Facebook alone (VentureBeat Feb 2012)
 Social Networking in Businesses opening up
 By 2014, less than 20% of large enterprises will block
all access to external social media, (50% in 2011). (Gartner)
 Reaching the Next Generation via Social Networks
• ~50% of 18-34 year olds check Facebook when they wake up – 28% before even getting out of bed
(the Social Skinny)
• 82% of employees say they trust a company more when the CEO and leadership team
communicate via social media. (eMarketer)
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5. Social Networks / OTTs – Are They Competing With Us?
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6. Business in The New Era
 Marketing
Search Engine Optimization, Quick Response (QR) Codes
Marketing campaigns that leverage social communities
 Recruitment
92% of recruiting now happening via social networks
(78% 5 years ago)
̶ #1 LinkedIn
̶ #2 Facebook
̶ #3 Twitter
 Customer Service
“If your company is not using social media, you're at risk of falling woefully behind the
competition and missing out on significant opportunities to engage thousands (if not
hundreds of thousands) of rabid consumers who are just waiting to hear what you
6 have to say”1
1 Social Media: Investing in What Works” by Lin Grensing-Pophal

7. Shift in Power
 Customers Driving Market not Businesses
• 1st Touch is online search
• Research on their own
• Know the market players
• Narrowed vendor search before engaging
• Shorter sales cycle as customers are
more informed
• Instant information available on web
 Demand Access to Instant Info / Always On
• Website is your front door - Search engine optimization is important
̶ All posts point back to your website where content easily accessible
• Virtual community plays key role in decision process
• Looking for company credibility
• Transparency – Want to do business with “friends” NOT just a vendor
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8. Smartphone Shipments Key To Social Media Usage
Key Points:
• Smartphones Majority of Cellphone Shipments by 2015 (iSuppli)
• Smartphones make up 40% of the U.S. cell-phone market (Nielsen)
• Smartphones grew 48% year-to-year this past spring to hit 52% of
European phones (IDC)
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9. Blended Business Communications
 9 to 5 – A Thing of the Past1
• 91% of smartphone users check work
phones during personal downtime
• Average connected worker puts in 240
hours more a year than the general
population
 Blending of Applications & Communities
• LATAM leads as most socially engaged region
̶ Users spend 7.5 hours on social networks
• Drives need for social integrated
unified communications
• Drives need for Cloud-based Applications
 Blurring of Personas
• How to keep my personal life separate?
1 Ipass Mobile Workforce Report, May 2011
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10. Blended Services Transformation
Applications and Access Blending
Operators are Uniquely Positioned
Presence
Network
to Converge Applications and work over
Address Book Personalization offered Access Types
One
Number
Blended Feature
 Stickiness Across Operator’s Access
Control
Apps Types
Social
Telepresence Media Applications  Reduction in Subscriber Churn from
Visual SMS, MMS
Voicemail
Services
 Increased ARPU for Many New
Applications
Mobile  Leverage Over the Top Services and
Device
Web Content for Subscriber Growth
Smart
Portal
Phone Access  Unified, Modern Communications
Experience
Tablet Blended Telephone  Consumer and Small-Medium
Access Business tracks
PC/Mac Set-Top
Next
Generation
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11. Convergence Driving Current & Future Growth
VoIP Mobile UC/FMC
Worldwide VoIP Service Revenues(1) Worldwide Smartphone Sales(2) Status of UC Implementation(3)
($ billions) (millions) (size of enterprise by employees)
Used Currently Plan to use within 1 year
921
Plan to use in long term Considered but rejected
$59
$55 Not considered
$52 770
$48 100%
644
$42
538 80%
$36
450
60%
$25
303
$15 40%
151 174
20%
0%
'06 '07 '08 '09 '10E '11E '12E '13E '08 '09 '10 '11E '12E '13E '14E '15E 50-99 100-499 500-999 1000- 5000+
4999
Service providers looking to add Growth in smartphone sales
Employee productivity is
VoIP services to mitigate lost expands market for
key trigger in movement to invest
revenue to alternative providers mobile softphones
in unified communications and
(Skype, Vonage, Google) (19.6% CAGR from
fixed-mobile convergence
2011 to 2015)
Sources: (1) Infonetics Research; (2) IDC; (3) IDC
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12. GENBAND Fusing Social Media & Communications
 GENBAND Applications Integrate Social Networking
• Mobile Clients, Desktop Clients, TV-Integration
• Instant Messaging / Presence / Status Updates / Consolidated Contacts
 Applications that drive traffic on your network and allow users to stay connected &
simplify their communications across all their communications devices
See their latest status updates & presence/location
Conversation starter – relational selling, more accessible, personal
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13. Blending The Cloud & Social Networks
 Don’t try to replace Over The Top Providers
• Don’t sit back and be just a “pipe” provider for their services
• Beat them by blending them into your offering
• Drive traffic through your network
• Keep your brand front & center
 Communications Service Providers have the advantage
• Rich history of SLA’s
• Access to customer profiles
• You Own The Access
• If you own the TV, you own the home
 Shift in the Way You Think About Your Offerings
• How can I leverage the Cloud?
• How can I leverage Social Networks?
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14. Get In The Action – Key Apps to Stay Competitive
 Add Ways Users Can “Share”
With Their Favorite Social Networks
 “Federate” Between Social Networks
• ANY Means of Communications to
–Friends & Family for Residential Apps
–Customers, Vendors, Partners for Business Apps
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15. Key Cloud-based Mobile Apps
 Cloud-based IP Telephony
• Outsourcing Unified Communications
for Businesses
– Voice, Video, Conf, VM, IM/Pres
• Skype or Vonage like services for Consumers
Simplifying the Way We Communicate
 Business Productivity Apps
• Unified Conferencing & Web Collaboration
• Mobile Unified Communications
– Taking The Office Out of the Office
• Unified Messaging / Visual Voicemail
Empowering Employees
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16. Cloud-Based Unified Communications At Home
Socially Blended to Perfection
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17. Cloud-based Unified Communications For Business
 You don’t have to be tied to a desk to be productive
 All unified communications tools via your desk  via your mobile/tablet
WHEN ARE PEOPLE USING MOBILE DEVICES?
• 84% at HOME
• 80% during Miscellaneous DOWNTIME
• 76% WAITING IN LINE (APPTS)
• 69% while SHOPPING
• 64% at WORK
• 62% while WATCHING TV
• 47% during COMMUTE to WORK
Source: Compete’s Quarterly SmartPhone Report
Socially Blended ….
• Address Books
• Video Calling
• Conference / Collaboration
• IM/Presence
• Email, Voicemail

18. Driving Innovation & Differentiation
Beat OTT
Competition
Blended With Social
Networks
Cloud-Based
Mobile Applications
www.genband.com
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