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Michael Tessler
Managing Partner at True North Advisory
REINVENTING THE FUTURE OF UNIFIED
COMMUNICATIONS
BROADSOFT THROUGH THE YEARS
Founded
BroadSoft
First
BroadSoft
Connections
BroadSoft
Launched
IPO
Cisco
Acquires
BroadSoft
1998 2004 2010 2018
UCAAS OVER THE YEARS
The Promise of
UC Becomes a
Reality
UC Becomes a
Business
The Early Years
1998 - 2008 2008 - 2018 2018 – Present
MIKE’S TOP 5 UCAAS
MARKET
OBSERVATIONS
• Big Kids
• Full Suite
• Remote Work
• It’s Mobile Stupid
• No Greenfield
HIGH
PENETRATION
RATES
MORE
COMPETITION
LOWERING
PRICES
Strategy Product
Engineering
and Operations
Marketing
and GTM
Sales Financial
TRUE NORTH
STRATEGIC REVIEW PROCESS
Compete on Price Compete on Brand Compete on Features
STRATEGIC CHOICES
FOCUS ON FEATURES
CHANGING THE GAME
Become a Next
Generation
Service Provider
Hyper Focus
on a Vertical
Focus on Customer
Experience
Squeeze More
Value
Remote Workers
Cloud Services Enterprise Sites
Salesforce, AWS,
Microsoft, etc.
Headquarters,
satellite offices,
Non carpeted
spaces, etc.
Work at home,
work on the road,
work at customer
site, etc.
Access and Connectivity
Networking and Security
Applications
Resell if necessary
Work with everything and
resell a few
Managed IT
NEXT GENERATION SERVICE PROVIDER
Safe and secure always on networking
HYPER FOCUS ON A VERTICAL
● Integrates telephony with an appointment book and
the tools to manage customer appointments
● Provides a complete solution that supports trade
businesses (plumbers, electricians, etc) with a telephony
add-on
● Full stack solution from one vendor
● Add a digital channel to any voice communication
● Can be used to add a secure and compliant way to
collect credit card information
App
Browser
FOCUS ON CUSTOMER EXPERIENCE
● Capture lost calls and identify the lost basket of
business
● Makes call insights available to the small business
SQUEEZE MORE VALUE
● Increase adoption through tailored skills
● Usage based feedback helps users advance to next skill
level
● Enterprise wide reporting assists with change
management
● Understand the communication style of your colleagues
● Adjust how to best communicate 1:1 and within a group
● Assessment completed within minutes
Maverick
Communicating with Michael
● Open to practical and constructive ideas. Likes to ask
questions and challenge assumptions.
● Prefers to stay on track and talk about the pertinent issues.
Wants to know what needs to be done and who is going to
do it.
● Not easily swayed by sales presentations. Doesn't respond
well to ultimatums or an authoritarian attitude.
● Likes for people to get to the point quickly. Expects people
to show up to meetings prepared.
RETAIL FOCUSED MSP
Customer Engagement
& EV Charging
Customer Wifi
Credit Card
Payment Processing
IoT Temp Sensors
Connectivity
Retail Analytics with
Facial Recognition
Security
Installed Edge
Compute
Digital Signage
UCaaS Calling +
Insights
Re-evaluate strategy
and go-forward plan
UC market has entered
a mature phase
Emerging technology
companies adding value
SUMMARY
2
1 3
SEND AN EMAIL TO INFO@TRUENORTHADVISORY.US
TO GET A COPY OF THIS PRESENTATION

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Reinventing the Future of Unified Communications

  • 1. Michael Tessler Managing Partner at True North Advisory REINVENTING THE FUTURE OF UNIFIED COMMUNICATIONS
  • 2. BROADSOFT THROUGH THE YEARS Founded BroadSoft First BroadSoft Connections BroadSoft Launched IPO Cisco Acquires BroadSoft 1998 2004 2010 2018
  • 3. UCAAS OVER THE YEARS The Promise of UC Becomes a Reality UC Becomes a Business The Early Years 1998 - 2008 2008 - 2018 2018 – Present
  • 4. MIKE’S TOP 5 UCAAS MARKET OBSERVATIONS • Big Kids • Full Suite • Remote Work • It’s Mobile Stupid • No Greenfield
  • 6.
  • 7. Strategy Product Engineering and Operations Marketing and GTM Sales Financial TRUE NORTH STRATEGIC REVIEW PROCESS
  • 8. Compete on Price Compete on Brand Compete on Features STRATEGIC CHOICES
  • 9. FOCUS ON FEATURES CHANGING THE GAME Become a Next Generation Service Provider Hyper Focus on a Vertical Focus on Customer Experience Squeeze More Value
  • 10. Remote Workers Cloud Services Enterprise Sites Salesforce, AWS, Microsoft, etc. Headquarters, satellite offices, Non carpeted spaces, etc. Work at home, work on the road, work at customer site, etc. Access and Connectivity Networking and Security Applications Resell if necessary Work with everything and resell a few Managed IT NEXT GENERATION SERVICE PROVIDER Safe and secure always on networking
  • 11. HYPER FOCUS ON A VERTICAL ● Integrates telephony with an appointment book and the tools to manage customer appointments ● Provides a complete solution that supports trade businesses (plumbers, electricians, etc) with a telephony add-on ● Full stack solution from one vendor
  • 12. ● Add a digital channel to any voice communication ● Can be used to add a secure and compliant way to collect credit card information App Browser FOCUS ON CUSTOMER EXPERIENCE ● Capture lost calls and identify the lost basket of business ● Makes call insights available to the small business
  • 13. SQUEEZE MORE VALUE ● Increase adoption through tailored skills ● Usage based feedback helps users advance to next skill level ● Enterprise wide reporting assists with change management ● Understand the communication style of your colleagues ● Adjust how to best communicate 1:1 and within a group ● Assessment completed within minutes
  • 14. Maverick Communicating with Michael ● Open to practical and constructive ideas. Likes to ask questions and challenge assumptions. ● Prefers to stay on track and talk about the pertinent issues. Wants to know what needs to be done and who is going to do it. ● Not easily swayed by sales presentations. Doesn't respond well to ultimatums or an authoritarian attitude. ● Likes for people to get to the point quickly. Expects people to show up to meetings prepared.
  • 15. RETAIL FOCUSED MSP Customer Engagement & EV Charging Customer Wifi Credit Card Payment Processing IoT Temp Sensors Connectivity Retail Analytics with Facial Recognition Security Installed Edge Compute Digital Signage UCaaS Calling + Insights
  • 16. Re-evaluate strategy and go-forward plan UC market has entered a mature phase Emerging technology companies adding value SUMMARY 2 1 3
  • 17. SEND AN EMAIL TO INFO@TRUENORTHADVISORY.US TO GET A COPY OF THIS PRESENTATION