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.

1. What’s Next?
How to
Charge More
by Reinventing
VoIP Services
Saturday, May 11, 13

2. CAN YOU SPEAK MAGIC?
2
Saturday, May 11, 13

3. CAN YOU SPEAK MAGIC?
2
Ben Klang
Saturday, May 11, 13

4. CAN YOU SPEAK MAGIC?
2
Ben Klang
Saturday, May 11, 13

5. CAN YOU SPEAK MAGIC?
2
Ben Klang
Saturday, May 11, 13

6. CAN YOU SPEAK MAGIC?
2
Ben Klang
Saturday, May 11, 13

7. CAN YOU SPEAK MAGIC?
3
How to
Charge More
by Reinventing
VoIP Services
Saturday, May 11, 13

8. CAN YOU SPEAK MAGIC?
4
Making a buck in
VoIP and Cloud PBX
is Hard
Saturday, May 11, 13

9. CAN YOU SPEAK MAGIC?
4
Making a buck in
VoIP and Cloud PBX
is Hard
...and Getting Harder
Saturday, May 11, 13

10. CAN YOU SPEAK MAGIC?
THE PROBLEMS
5
Saturday, May 11, 13

11. CAN YOU SPEAK MAGIC?
THE PROBLEMS
Price Minimization
5
Saturday, May 11, 13

12. CAN YOU SPEAK MAGIC?
THE PROBLEMS
Price Minimization
Service Homogenization
5
Saturday, May 11, 13

13. CAN YOU SPEAK MAGIC?
THE PROBLEMS
Price Minimization
Service Homogenization
Sexiness Boringization
5
Saturday, May 11, 13

14. CAN YOU SPEAK MAGIC?
6
PRICE MINIMIZATION
Saturday, May 11, 13

15. CAN YOU SPEAK MAGIC?
1995 PRICE-PER-MINUTE
7
Saturday, May 11, 13

16. CAN YOU SPEAK MAGIC?
2005 PRICE-PER-MINUTE
8
Saturday, May 11, 13

17. CAN YOU SPEAK MAGIC?
2005 PRICE-PER-MINUTE
8
Saturday, May 11, 13

18. CAN YOU SPEAK MAGIC?
2015 PRICE-PER-MINUTE
9
0
Saturday, May 11, 13

19. CAN YOU SPEAK MAGIC?
2015 PRICE-PER-MINUTE
9
0*
Saturday, May 11, 13

20. CAN YOU SPEAK MAGIC?
TODAY’S PRICE-PER-MINUTE
10
Saturday, May 11, 13

21. CAN YOU SPEAK MAGIC?
TODAY’S PRICE-PER-MINUTE
10
Saturday, May 11, 13

22. CAN YOU SPEAK MAGIC?
11
Saturday, May 11, 13

23. CAN YOU SPEAK MAGIC?
SERVICE HOMOGENIZATION
12
Saturday, May 11, 13

24. CAN YOU SPEAK MAGIC?
13
Saturday, May 11, 13

25. CAN YOU SPEAK MAGIC?
14
Saturday, May 11, 13
12,000 vertical pixels of text
Covers North American providers
The full list is 3 times longer than this
I tried showing you the full list in this presentation but it kept crashing the software

26. CAN YOU SPEAK MAGIC?
WHO’S WHO OF DEAD VOIP
15
Saturday, May 11, 13
27% of checked sites are dead

27. CAN YOU SPEAK MAGIC?
WHO’S WHO OF DEAD VOIP
•78 Companies Checked
15
Saturday, May 11, 13
27% of checked sites are dead

28. CAN YOU SPEAK MAGIC?
WHO’S WHO OF DEAD VOIP
•78 Companies Checked
•21 Websites Down/Gone
15
Saturday, May 11, 13
27% of checked sites are dead

29. CAN YOU SPEAK MAGIC?
WHO’S WHO OF DEAD VOIP
•78 Companies Checked
•21 Websites Down/Gone
•How many more silently failed?
15
Saturday, May 11, 13
27% of checked sites are dead

30. CAN YOU SPEAK MAGIC?
SEXINESS BORINGIZATION
16
Saturday, May 11, 13
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.

31. CAN YOU SPEAK MAGIC?
SERVICE COMMODITIZATION
17
http://mspmentor.net/acquisitions/hosted-voip-acquisition-warwick-valley-telephone-buys-alteva
Saturday, May 11, 13

32. CAN YOU SPEAK MAGIC?
SERVICE COMMODITIZATION
18
http://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.”
Saturday, May 11, 13

33. CAN YOU SPEAK MAGIC?
GIVING UP
19
Saturday, May 11, 13

34. CAN YOU SPEAK MAGIC?
THREE OUTCOMES
20
Saturday, May 11, 13
Unless you’re the one doing the buying...
If you are in this market and you’re not changing something, these are the outcomes

35. CAN YOU SPEAK MAGIC?
THREE OUTCOMES
Be Bought
20
Saturday, May 11, 13
Unless you’re the one doing the buying...
If you are in this market and you’re not changing something, these are the outcomes

36. CAN YOU SPEAK MAGIC?
THREE OUTCOMES
Be Bought
Tread Water
20
Saturday, May 11, 13
Unless you’re the one doing the buying...
If you are in this market and you’re not changing something, these are the outcomes

37. CAN YOU SPEAK MAGIC?
THREE OUTCOMES
Be Bought
Tread Water
Give Up
20
Saturday, May 11, 13
Unless you’re the one doing the buying...
If you are in this market and you’re not changing something, these are the outcomes

38. CAN YOU SPEAK MAGIC?
FOURTH OPTION:
21
Saturday, May 11, 13
Such an overused word. So let’s look at what it
means

39. CAN YOU SPEAK MAGIC?
FOURTH OPTION:
21
INNOVATE
Saturday, May 11, 13
Such an overused word. So let’s look at what it
means

40. CAN YOU SPEAK MAGIC?
INNOVATION
22
Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doing
Not just lipservice

41. CAN YOU SPEAK MAGIC?
INNOVATION
•Change Business Model
22
Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doing
Not just lipservice

42. CAN YOU SPEAK MAGIC?
INNOVATION
•Change Business Model
•Switch from selling minutes to seats
22
Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doing
Not just lipservice

43. CAN YOU SPEAK MAGIC?
INNOVATION
•Change Business Model
•Switch from selling minutes to seats
•Switch from selling seats to phones
22
Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doing
Not just lipservice

44. CAN YOU SPEAK MAGIC?
INNOVATION
•Change Business Model
•Switch from selling minutes to seats
•Switch from selling seats to phones
•Focus on Being Different
22
Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doing
Not just lipservice

45. 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”
22
Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doing
Not just lipservice

46. 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”
22
Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doing
Not just lipservice

47. 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
22
Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doing
Not just lipservice

48. 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
22
Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doing
Not just lipservice

49. 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
22
Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doing
Not just lipservice

50. 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
22
Saturday, May 11, 13
Go against the mainstream. Don’t just do what everyone else is doing
Not just lipservice

51. CAN YOU SPEAK MAGIC?
INNOVATION
THROUGH
SPECIALIZATION
23
Saturday, May 11, 13
Let’s solve real problems

52. CAN YOU SPEAK MAGIC?
24
Saturday, May 11, 13

53. CAN YOU SPEAK MAGIC?
HOW DOES THIS WORK?
25
Saturday, May 11, 13

54. CAN YOU SPEAK MAGIC?
HOW DOES THIS WORK?
1.Identify a market to serve
The more specific the better!
Pick one you know or have connections to
25
Saturday, May 11, 13

55. CAN YOU SPEAK MAGIC?
HOW DOES THIS WORK?
1.Identify a market to serve
The more specific the better!
Pick one you know or have connections to
2.Learn what makes them tick
What pains do they suffer?
Where are opportunities to solve problems?
25
Saturday, May 11, 13

56. CAN YOU SPEAK MAGIC?
HOW DOES THIS WORK?
1.Identify a market to serve
The more specific the better!
Pick one you know or have connections to
2.Learn what makes them tick
What pains do they suffer?
Where are opportunities to solve problems?
3.Solve problems, sell solutions
25
Saturday, May 11, 13

57. CAN YOU SPEAK MAGIC?
HOW DOES THIS WORK?
1.Identify a market to serve
The more specific the better!
Pick one you know or have connections to
2.Learn what makes them tick
What pains do they suffer?
Where are opportunities to solve problems?
3.Solve problems, sell solutions
4.Repeat Step 3
25
Saturday, May 11, 13

58. CAN YOU SPEAK MAGIC?
HOW DOES THIS WORK?
1.Identify a market to serve
The more specific the better!
Pick one you know or have connections to
2.Learn what makes them tick
What pains do they suffer?
Where are opportunities to solve problems?
3.Solve problems, sell solutions
4.Repeat Step 3
5.Profit!
25
Saturday, May 11, 13

59. CAN YOU SPEAK MAGIC?
WHY DOES THIS WORK?
26
Saturday, May 11, 13
As long as you keep the price competitive, or the price/value balance

60. CAN YOU SPEAK MAGIC?
WHY DOES THIS WORK?
•Niche markets often underserved
26
Saturday, May 11, 13
As long as you keep the price competitive, or the price/value balance

61. CAN YOU SPEAK MAGIC?
WHY DOES THIS WORK?
•Niche markets often underserved
•Solutions create high value!
26
Saturday, May 11, 13
As long as you keep the price competitive, or the price/value balance

62. CAN YOU SPEAK MAGIC?
WHY DOES THIS WORK?
•Niche markets often underserved
•Solutions create high value!
•Tailored beats Generic every time
26
Saturday, May 11, 13
As long as you keep the price competitive, or the price/value balance

63. CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
27
Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems

64. CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
27
Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems

65. CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
27
Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems

66. CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
27
Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems

67. CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
27
Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems

68. CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
27
Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems

69. CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS!
27
Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems

70. CAN YOU SPEAK MAGIC?
...BUT WE SELL THIS
28
Saturday, May 11, 13

71. CAN YOU SPEAK MAGIC?
...BUT WE SELL THIS
29
Saturday, May 11, 13

72. CAN YOU SPEAK MAGIC?
...BUT WE SELL THIS
29
Saturday, May 11, 13

73. CAN YOU SPEAK MAGIC?
...BUT WE SELL THIS
29
Saturday, May 11, 13

74. CAN YOU SPEAK MAGIC?
...BUT WE SELL THIS
29
Saturday, May 11, 13

75. CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?
30
Saturday, May 11, 13

76. CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?
31
Saturday, May 11, 13

77. CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?
•Automate Medical Claims
31
Saturday, May 11, 13

78. CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?
•Automate Medical Claims
•Secure Caller Authentication
31
Saturday, May 11, 13

79. CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?
•Automate Medical Claims
•Secure Caller Authentication
•Reuse primary auth via website
31
Saturday, May 11, 13

80. CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?
•Automate Medical Claims
•Secure Caller Authentication
•Reuse primary auth via website
•Verify with voice biometrics
31
Saturday, May 11, 13

81. 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
31
Saturday, May 11, 13

82. 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
31
Saturday, May 11, 13

83. 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
31
Saturday, May 11, 13

84. 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
31
Saturday, May 11, 13

85. CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?
32
Saturday, 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

86. CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?
•Arts Management
32
Saturday, 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

87. CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?
•Arts Management
•Enable perfect memory
32
Saturday, 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

88. CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?
•Arts Management
•Enable perfect memory
•Anticipate caller’s needs
32
Saturday, 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

89. CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?
•Arts Management
•Enable perfect memory
•Anticipate caller’s needs
•Concierge receives caller
info via Instant Message:
Caller Photo, Last Ticket Purchase, Seating
Preference, Lifetime Donation Amount
32
Saturday, 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

90. CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?
•Arts Management
•Enable perfect memory
•Anticipate caller’s needs
•Concierge receives caller
info 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
32
Saturday, 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

91. CAN YOU SPEAK MAGIC?
WHAT SHOULD WE BUILD?
•Arts Management
•Enable perfect memory
•Anticipate caller’s needs
•Concierge receives caller
info 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
32
Saturday, 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

92. CAN YOU SPEAK MAGIC?
CASE STUDY
33
Saturday, May 11, 13

93. CAN YOU SPEAK MAGIC?
CASE STUDY
•Commoditized Market:
Home Remodeling
33
Saturday, May 11, 13

94. CAN YOU SPEAK MAGIC?
CASE STUDY
•Commoditized Market:
Home Remodeling
•No players in market with more
than a single-digit share
33
Saturday, May 11, 13

95. 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
33
Saturday, May 11, 13

96. CAN YOU SPEAK MAGIC?
CASE STUDY
34
Saturday, May 11, 13
Professionalized the industry
Click-to-call small feature to implement, BIG impact on productivity
All calls recorded for training

97. CAN YOU SPEAK MAGIC?
CASE STUDY
•Built 100% custom
ERP package
34
Saturday, May 11, 13
Professionalized the industry
Click-to-call small feature to implement, BIG impact on productivity
All calls recorded for training

98. CAN YOU SPEAK MAGIC?
CASE STUDY
•Built 100% custom
ERP package
•Automates processes for sales,
financing, product installation,
ongoing customer service
34
Saturday, May 11, 13
Professionalized the industry
Click-to-call small feature to implement, BIG impact on productivity
All calls recorded for training

99. CAN YOU SPEAK MAGIC?
CASE STUDY
•Built 100% custom
ERP package
•Automates processes for sales,
financing, product installation,
ongoing customer service
•Call center automation
34
Saturday, May 11, 13
Professionalized the industry
Click-to-call small feature to implement, BIG impact on productivity
All calls recorded for training

100. CAN YOU SPEAK MAGIC?
CASE STUDY
•Built 100% custom
ERP package
•Automates processes for sales,
financing, product installation,
ongoing customer service
•Call center automation
•Confirm appointments with consumer
34
Saturday, May 11, 13
Professionalized the industry
Click-to-call small feature to implement, BIG impact on productivity
All calls recorded for training

101. CAN YOU SPEAK MAGIC?
CASE STUDY
•Built 100% custom
ERP package
•Automates processes for sales,
financing, product installation,
ongoing customer service
•Call center automation
•Confirm appointments with consumer
•Match qualified reps with leads
34
Saturday, May 11, 13
Professionalized the industry
Click-to-call small feature to implement, BIG impact on productivity
All calls recorded for training

102. CAN YOU SPEAK MAGIC?
CASE STUDY
•Built 100% custom
ERP 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
34
Saturday, May 11, 13
Professionalized the industry
Click-to-call small feature to implement, BIG impact on productivity
All calls recorded for training

103. CAN YOU SPEAK MAGIC?
CASE STUDY
35
Saturday, May 11, 13

104. CAN YOU SPEAK MAGIC?
CASE STUDY
•$172MM in 2012
35
Saturday, May 11, 13

105. CAN YOU SPEAK MAGIC?
CASE STUDY
•$172MM in 2012
•Est. $365 in 2013
35
Saturday, May 11, 13

106. CAN YOU SPEAK MAGIC?
CASE STUDY
•$172MM in 2012
•Est. $365 in 2013
•New offices around the country
35
Saturday, May 11, 13

107. CAN YOU SPEAK MAGIC?
CASE STUDY
•$172MM in 2012
•Est. $365 in 2013
•New offices around the country
35
Saturday, May 11, 13

108. CAN YOU SPEAK MAGIC?
CASE STUDY
•$172MM in 2012
•Est. $365 in 2013
•New offices around the country
35
Saturday, May 11, 13

109. CAN YOU SPEAK MAGIC?
WE HAVE THE BEST TOYS TOOLS
36
Saturday, May 11, 13
VoIP Minutes and Cloud PBX are solved problems. Let’s solve new problems

110. CAN YOU SPEAK MAGIC?
37
adhearsion.com
@Adhearsion
http://mojolingo.com
@MojoLingo
@bklang
bklang@mojolingo.com
Saturday, May 11, 13

111. CAN YOU SPEAK MAGIC?
37
adhearsion.com
@Adhearsion
http://mojolingo.com
@MojoLingo
@bklang
bklang@mojolingo.com
Saturday, May 11, 13