Competing Against Over-the-top & Premises-based Providers. John Wesselman Director Global Solutions Marketing

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1 Competing Against Over-the-top & Premises-based Providers John Wesselman Director Global Solutions Marketing

2 Competitve Challenges Sometimes going up against competition can feel like #BC14 BROADSOFT CONNECTIONS 2014 PAGE 2

3 So Who Are the On-Prem UC Players? Depends on Whom you Ask According to Forrester: Microsoft, Cisco & Avaya are the leaders Mitel is bringing up the rear Source: The Forrester Wave : On-Premises Unified Communications And Collaboration, Q #BC14 BROADSOFT CONNECTIONS 2014 PAGE 3

4 So Who Are the On-Prem UC Players? Depends on Whom you Ask According to Gartner: Microsoft, Cisco, Avaya and Mitel leading the charge Vendors we have selected for more extensive review Source: Gartner Magic Quadrant for Unified Communications, August 2014 #BC14 BROADSOFT CONNECTIONS 2014 PAGE 4

5 Prem-based Providers We Will Focus On Microsoft Cisco Avaya Mitel Source: Gartner Magic Quadrant for Unified Communications, August 2014 #BC14 BROADSOFT CONNECTIONS 2014 PAGE 5

6 So Who Are the UCaaS Players? Many more players Everyone considers themselves a UCaaS provider Software companies Hybrid Prem-based Carriers Pure-play SPs No wonder customers are confused! Source: Gartner Magic Quadrant for Unified Communications as a Service, August 2014 #BC14 BROADSOFT CONNECTIONS 2014 PAGE 6

7 OTT Providers We Will Focus On 8X8 RingCentral Vonage Business Source: Gartner Magic Quadrant for Unified Communications as a Service, August 2014 #BC14 BROADSOFT CONNECTIONS 2014 PAGE 7

8 Training Sales to Handle Competitive Threats Understanding the buyer Prem-based: IT Buyer: Technology focused Financial Buyer: Savings/TCO focused OTT: Business owner: Efficiency/Cost focused Office Manager: Simplicity/Cost focused Understanding customer drivers How to handle competitive situations How to find competitive info (Battlecards) How to use the info - Acknowledge and combat without being overly negative Focus on unique value propositions Identify top 3 Make sure Sales knows them well Tie them to drivers identified #BC14 BROADSOFT CONNECTIONS 2014 PAGE 8

9 Competitive Sales Tools Collateral Educational Informative Value factor-oriented Case studies Customers who have transitioned from Prem-based Customers who switched from or considered OTT options Up-to-date competitive information Comprehensive battle cards One-page abbreviated cheat sheet TCO/ROI calculator or generator #BC14 BROADSOFT CONNECTIONS 2014 PAGE 9

10 Comparing Hosted PBX to Premise-Based Speaking to Critical Buying Decision Factors Need/Driver Premise Based Broadsoft Hosted Scalability Limited by size of device Unlimited Flexibility to meet needs System scale adds cost On-demand purchase capabilities Management Multiple management systems Portal for Multi-site Admin Management Costs Capital purchase or lease Predictable monthly fee Technology risk Within the enterprise With the service provider Disaster recovery Limited and very costly Very strong capabilities Work anywhere Features will be limited at certain sites All users have the same features Feature set Depends on the platform Hundreds #BC14 BROADSOFT CONNECTIONS 2014 PAGE 10

11 Premise-based TCO Factors Adds up quickly! Capex costs Hardware Network upgrades Infrastructure readiness Over specification costs of the original equipment Maintenance costs Power, air conditioning and rack space Maintenance contracts System hardware and software maintenance costs Equipment technology refresh costs Feature upgrade costs than impact core system Personnel costs Maintaining training accreditation Training costs Disaster recovery costs #BC14 BROADSOFT CONNECTIONS 2014 PAGE 11

12 Navigating the OTT Competitive Landscape Keys to Differentiation Leverage your Brand Brand recognition among most OTT providers is relatively low Offer Bundled Packages Offering a solution with access and cloud-based apps can set you apart Provide Installation Services This plays against their typical DIY approach Provide Excellent Service Poor customer service is a common knock on OTT providers Things Not to Do: Don t solely compete on price Race to the bottom! Don t try to chase their constantly changing offers Don t let sales get fixated on features-oriented sales #BC14 BROADSOFT CONNECTIONS 2014 PAGE 12

13 Premise-based Competitors

14 Cisco

15 Cisco Overview Size of Business Financials UC Product Sales 37K US employees 75K worldwide 13 Revenue - $48B Prem-based: UCM variations (BE6000 for mid-market & BE7000 for enterprise) ~25K in sales & marketing Formidable channel program & support Hosted: Cisco HCS Strategy Pushing customers to Cisco Unified Computing System Continuing to focus on midsize, large and multinational corporations Expanding HCS carrier partner base Leveraging their large data infrastructure client base #BC14 BROADSOFT CONNECTIONS 2014 PAGE 15

16 With Broadsoft UC Issue Winning vs. Cisco 1 All-in Approach 2 Expensive 3 Up-market focus 4 Inconsistent User Experience Recommend Cisco LAN/WAN networking gear for max performance Nearly $600/seat, not including installation, service and support costs Geared toward mid-large enterprises A collection of separate Cisco applications, creating fragmented experiences for users and admins Flexibility of LAN/WAN hardware & handset options No huge up-front costs, faster ROI and less commitment required Generally caters to customer s desire to buy only what they need, when they need it BroadSoft UC has been developed with a focus on user experience to optimize productivity #BC14 BROADSOFT CONNECTIONS 2014 PAGE 16

17 Avaya

18 Avaya Overview Size of Business Financials UC Product Sales ~15K Employees 13 Revenue - $4.7B Down 9% from 12 Prem-based: Aura, IP Office Hosted: AvayaLive Connect 11K channel partners Strategy Leveraging telephony and contact center prowess to strengthen UC portfolio AvayaLive Connect allows them to attack further down-market They continue to reduce, simplify and clarify their product portfolio and pricing model Focus on expanding development partner ecosystem and integration capabilities #BC14 BROADSOFT CONNECTIONS 2014 PAGE 18

19 With Broadsoft UC Issue Winning vs. Avaya 1 Complex 2 Expensive 3 Disjointed Solutions 4 Looking Backwards Customers reports that the sales process and solution are confusing Deploying a UC version of IP Office will be expensive with user seats costing over $750 each Isolated solutions, rather than a comprehensive UC suite Focus on telephony and contact center solutions, rather than its broader UC profile Far easier to configure and maintain, with support of the service provider behind the solution No huge up-front costs, faster ROI and less commitment required Comprehensive offer providing all the telephony and UC features an enterprise requires Broadsoft continues to make significant investments in developing UC-centric solutions #BC14 BROADSOFT CONNECTIONS 2014 PAGE 19

20 Microsoft Lync

21 Microsoft Lync Overview Size of Business Financials UC Product Sales 128K employees worldwide 13 Revenue - $86.8B Prem-based: Lync Server 2013 Hosted: Lync Server Hosting Pack, Lync Online Lync Server & Hosting Pack sold & supported by MS partner network Lync Online sold with Office 365 Strategy Aggressively expanding Lync partner ecosystem, with voice and video expertise Focus on expanding user base via Lync Online as an included part of Office 365 Focused on Selling their collobration and conferencing capabalities rather then their telephony Attractive trial program inticing customers to test telephony and video capabilities #BC14 BROADSOFT CONNECTIONS 2014 PAGE 21

22 With Broadsoft UC Issue Winning vs. Lync 1 Not Trusted For Voice 2 Substantial Hidden Costs 3 Requires MSFT Ecosystem 4 Requires Partners Lacks significant levels of telephony features and handset support; Most deployments still retain or connect with existing PBX High costs for Microsoft partners, significant bandwidth needs & maintenance Proprietary protocols that work best in environments with Windows-based PCs and Exchange Server Lync deployments require multiple MS partners to complete a full solution Platform supports over 30M users, providing all the telephony and UC features an enterprise requires Costs are usually fully transparent & predictable Users pay for what they need and no more Fully open system supporting multiple ecosystem partners Comprehensive, single user experience and a fully integrated UC solution #BC14 BROADSOFT CONNECTIONS 2014 PAGE 22

23 Mitel

24 Mitel Overview Size of Business Financials Product Sales 3500 Employees 13 Revenue - $577M ~$1.1B combined revenue with Aastra merger Prem-based: MiVoice, MiCollab, MiContact Center Hosted: MiCloud Sold direct and via approved stong VAR channel Over $300M of debt Strategy Integrating aspects of Aastra platforms into portfolio and leveraging that customer base Big push on MiCloud for hybrid prem/hosted and pure UCaaS customers Expanded global presence and visibility #BC14 BROADSOFT CONNECTIONS 2014 PAGE 24

25 With Broadsoft UC Issue Winning vs. Mitel 1 Poor TCO 2 Inflexibility 3 Mobility Issues 4 Channel Partner Inconsistencies Expensive solution with high maintenance costs, rated in 2014 Gartner Magic Quadrant as having the worst TCO Proprietary Mitel hardware, protocols and devices Mobility functions uses non-standard SIP protocol which restricts handset options and requires a proprietary SBC Not all Mitel channel partners have the required skills and expertise to work with the portfolio Costs are transparent & predictable for a clear TCO Fully open system supporting multiple ecosystem partners Mobility features integrated into UC feature set Supported by some of the largest and most professional service providers in the market #BC14 BROADSOFT CONNECTIONS 2014 PAGE 25

26 Over-the-top Hosted Competitors

27 8X8

28 8x8 Overview Size of Business Financials Product Price Points Approx 500k users 400 Employees 13 Revenue - $130M Very financially stable Virtual Office Virtual Office Pro Base pkg - $25-80/user Pro pkg - $50-105/user Strategy Strong financial position and large install-base (avg ~13 users/customer) Focus on service enhancements and geographic expansion Shifting from SMB Focus, up-market offering UC & Call Center offering Aggressive marketer w/ ecommerce offer and online fulfillment system #BC14 BROADSOFT CONNECTIONS 2014 PAGE 28

29 Relative Strengths to BroadSoft Customers 8X8 Criteria Weakness Strength Telephony Features UC Features Collaboration Features Mobile Features Call Center CRM/3 rd Party Apps Integration Devices Supported Product Quality #BC14 BROADSOFT CONNECTIONS 2014 PAGE 29

30 Winning vs. 8X8 1 Support 2 Pricing 3 UC No 24/7 support - Limited hours for business customers UC feature set priced at a premium price point (~$25/user/mo) Not fully integrated requiring multiple sign-ins 4 Mobile 5 Small business focus 6 Porting issues 7 Connectivity VoIP only no airtime option Features mostly geared to smaller businesses Reports of issues porting numbers in timely fashion Only available over-thetop New to enterprise mkt No QoS option avialable #BC14 BROADSOFT CONNECTIONS 2014 PAGE 30

31 Ring Central

32 Ring Central Overview Size of Business Financials Product Price Points Approx 300k Users, but many are legacy fax 500 Employees 13 Revenue - $165M Losing ~$23M/Qtr 3 solution packs (Standard, Premium and Enterprise) Developed in the Ukraine Standard $20-35 Premium $30-55 Enterprise $40-70 Depending on term and # of users Strategy Target market is small businesses, primarily 100 users or less Spending significant amounts on customer acquisition Focus on their Mobile First initiative, with more mobile-centric offerings Position easy of implementation and self-management #BC14 BROADSOFT CONNECTIONS 2014 PAGE 32

33 Relative Strengths to BroadSoft Customers Ring Central Criteria Weakness Strength Telephony Features UC Features Collaboration Features Mobile Features Call Center CRM/3 rd Party Apps Integration Devices Supported Product Quality #BC14 BROADSOFT CONNECTIONS 2014 PAGE 33

34 Winning vs. Ring Central 1 Financial Stability 2 Support 3 Inplementation Do you want to buy from a company losing $23M a quarter? Off-shore support for <20 users Long call wait times Many reports of difficulties porting numbers 4 Service quality 5 Small business focus 6 No Contact Center capability 7 Connectivity Many reports of frequent dropped calls Slow portal response New to enterprise market, with struggles implementing mid-size customers Relies on partnerships with Five9 and incontact Only available over-thetop No QoS option avialable #BC14 BROADSOFT CONNECTIONS 2014 PAGE 34

35 Vonage Business

36 Vonage Business Overview Size of Business Financials Product Price Points Approx 2.5M subscriber lines, but most are residential 1,200 Employees 13 Revenue - $830M Losing ~$20M/Yr 3 solution packs (Unmetered, Metered, Virtual Extension) Unmetered $40 Metered $ /min Virtual Extension $15 Depending on term and # of users Strategy Vonage entered business market with acquisition of Vocalocity Focus on expanding international coverage Focused marketing efforts and significant budget Growth plans around SOHO space with increased adoption of mobile-centric offers #BC14 BROADSOFT CONNECTIONS 2014 PAGE 36

37 Relative Strengths to BroadSoft Customers Vonage Business Criteria Weakness Strength Telephony Features UC Features Collaboration Features Mobile Features Call Center CRM/3 rd Party Apps Integration Devices Supported Product Quality #BC14 BROADSOFT CONNECTIONS 2014 PAGE 37

38 Winning vs. Vonage Business 1 SOHO Focus 2 No UC 3 Limited Collaborationn Stated target market, with limited features to go upmarket Since focus is on <20 employee companies, no UC offer is available 3-party calling and optional conference calling, no web collab 4 Capital Outlay 5 DIY Implementation 6 Support Issues 7 Connectivity Requires phone hardware purchase, with no lease options Can be tricky for novice users to configure correctly out of the gate Reports of long hold times and poorly trained techs Only available over-thetop No QoS option avialable #BC14 BROADSOFT CONNECTIONS 2014 PAGE 38

39 Where to Get More Help

40 Xcelerate Online Wealth of GTM tools and content Sales Training LMS Best Practices Regularly updated competitive content Visit the Go-To-Market booth on the showroom floor for a demo #BC14 BROADSOFT CONNECTIONS 2014 PAGE 40

41 Summing it Up Know your competition Have clear & concise value prop Arm Sales with knowledge and tools Regular research & updates #BC14 BROADSOFT CONNECTIONS 2014 PAGE 41

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