BEST PRACTICES RESEARCH

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1 2014 Frost & Sullivan 1 We Accelerate Growth fac

2 Frost & Sullivan s Global Research Platform Frost & Sullivan is in its 50th year in business with a global research organization of 1,800 analysts and consultants who monitor more than 300 industries and 250,000 companies. The company s research philosophy originates with the CEO s 360-Degree Perspective, which serves as the foundation of its TEAM Research methodology. This unique approach enables us to determine how best-in-class companies worldwide manage growth, innovation and leadership. Based on the findings of this Best Practices research, Frost & Sullivan is proud to present the 2013 Latin American Emerging Market Innovation Award in the conferencing services market to Arkadin. Significance of the Emerging Market Innovation (EMI) Award Key Industry Challenges Addressed by an Innovative Strategy for an Emerging Market The Latin American conferencing services market presents significant growth opportunities for conferencing service providers that choose to address its unmet potential. Improved regional economic conditions and increased recognition of the benefits of conferencing and collaboration tools have ignited growing demand for conferencing services. While opportunities exist, the market is also facing substantial challenges that hinder its overall growth potential. This is especially true for hosted services in spite of the deployment and cost benefits they hold. With hosted services, businesses can deploy and maintain them with little infrastructure investment resulting in fast ROI, versus the more expensive and complex premise-based solutions. Growing adoption of on-premises communications and collaboration solutions is limiting demand for hosted conferencing services. Audio conferencing bridges, unified communications and collaboration (UCC) platforms, and video conferencing infrastructure are more popular and commonly deployed in Latin America than hosted conferencing services. Internal pressures to reuse existing infrastructure, a cultural mindset that everything needs to be deployed on the premises and the rising popularity of all-in-one unified communication systems are obstructing the growth of hosted conferencing services. Low interest from regional carriers and service providers to resell or offer their own enterprise conferencing services has also limited growth potential. Although many regional carriers have launched basic audio conferencing services, few are offering an overall stack of audio, web and video hosted conferencing services to their enterprise customers. While some carriers believe that the addressable market is too small to justify an increase in focus on conferencing services, others simply do not want to venture into a space where incremental network and infrastructure investment is required when customer price sensitivity is high. As a result, established global conferencing service providers are finding it challenging to promote conferencing services in a region where local carriers are doing little to help boost overall market sales Frost & Sullivan 2 We Accelerate Growth

3 Finally, the lack of infrastructure and bandwidth in a large number of countries in the region is also challenging enterprise conferencing services growth. Low-quality broadband and outdated infrastructure in some Latin American regions frequently degrade the overall customer experience thus negatively impacting demand for web and video conferencing services in the region. A strong vision and an innovative strategy targeted to local Latin American markets is crucial for service providers to expand their presence in this growing yet challenging region. As the winner of the 2013 Latin American Emerging Market Innovation Award in conferencing services, Arkadin has demonstrated the requisite strong leadership, resulting in customer respect, trust, and loyalty so essential for growth. Key Benchmarking Criteria for Emerging Market Innovation Award The following criteria were used to benchmark Arkadin performance against key competitors: Focus on Growth through Geographic Expansion Ability to Localize for Emerging Market Requirements Inclusive Approach to Emerging Markets Customer Service Adapted to Regional Needs Unique Go-to-Market Model and Impact on Growth Decision Support Matrix and Measurement Criteria To support its evaluation of best practices across multiple business performance categories, Frost & Sullivan employs a customized Decision Support Matrix (DSM). The DSM is an analytical tool that compares companies performance relative to each other with an integration of quantitative and qualitative metrics. The DSM allows our research and consulting teams to objectively analyze each company's performance on each criterion relative to its top competitors and assign performance ratings on that basis. The DSM follows a 10-point scale that allows for nuances in performance evaluation; ratings guidelines are shown in Chart 1 in the appendix Frost & Sullivan 3 We Accelerate Growth

4 Focus on Growth through Geographic Expansion Ability to Localize for Emerging Market Requirements Inclusive Approach to Emerging Markets Customer Service Adapted to Regional Needs Unique Go-to-Market Model and Impact on Growth Weighted Rating BEST PRACTICES RESEARCH Best Practice Award Analysis for Arkadin The Decision Support Matrix, shown in Chart 3, illustrates the relative importance of each criterion for the Emerging Market Innovation Award and the ratings for each company under evaluation. To remain unbiased while also protecting the interests of the other organizations reviewed, we have chosen to refer to the other key players as Competitor 1 and Competitor 2. Chart 3: Decision Support Matrix : Emerging Market Innovation Award Measurement of 1 10 (1 = lowest; 10 = highest) Award Criteria Relative Weight (%) 20% 20% 20% 20% 20% 100% Arkadin Competitor Competitor Criterion 1: Focus on Growth through Geographic Expansion Since its inception, Arkadin has been strongly committed to expanding its global reach. Headquartered in France, the company grew its presence from only three countries in 2002 to 32 countries and 52 offices in Servicing approximately 37,000 customers all over the world, today Arkadin is among the top 10 global conferencing service providers in terms of total conferencing services revenue. In Latin America, it has offices in two of the largest regional markets: Brazil, since 2010, and Mexico, since 2012, and has plans to open more Latin American offices in Arkadin continues its expansion in other emerging conferencing markets: China, the Middle East and South Africa are some of the regions where it offers a full stack of conferencing services. Today, Arkadin s comprehensive conferencing portfolio and flexible, customer-centric business model can address the needs of large multinational enterprises, carriers looking for a white-label offering, as well as very small to medium regional enterprises. The company s global expansion vision was instrumental in positioning it as an attractive acquisition for NTT Com, the leading Japanese telecom provider with a presence in 32 countries Frost & Sullivan 4 We Accelerate Growth

5 Criterion 2: Ability to Localize for Emerging Market Requirements Arkadin is committed to being a global conferencing provider with a strong local focus. While many conferencing service providers have tapped into the Latin American region with little emphasis on local resources, Arkadin s core strategy has been to establish complete local sales, marketing and support teams who speak the language and understand the local culture in all markets. It adds a local flavor to its services through adapted time-zone support in local languages (Portuguese and Spanish for LATAM), local invoicing and premium product offerings with aggressive pricing adapted to market realities. Arkadin s localization efforts have been instrumental in growing its Latin American business through both direct and indirect sales. Today, around 25 percent of Arkadin s sales are realized through partnerships with local carriers and channel partners. This figure is expected to increase within the next few years as more carriers and regional technology vendors are added to its partner list. Today, Arkadin has approx. 31 employees located locally and fully dedicated to the Latin American market. This figure will increase as Colombia and Chile are part of their 2014 roadmap. Criterion 3: Inclusive Approach to Emerging Markets Arkadin s ultimate mission is to be a single-source provider of advanced collaborative services, helping Latin American enterprises to become more efficient and productive in growing their business with the use of advanced technologies: it offers the same, best-of-breed products and services that it offers globally, including audio, web and video conferencing services as well as UC integration solutions; it uses the same product strategy deployed in other international markets and leverages the same set of technology partners, including Adobe, Microsoft, Cisco and Vidyo, among others; it has a highly scalable sales strategy and regional channel partner program for a consistent and inclusive global go-to-market strategy. Arkadin has played a key role in educating the market about the value and benefits of unified communications and collaboration. For organizations that are not familiar with the technologies, Arkadin offers personalized training programs through its online Arkadin Academy Frost & Sullivan 5 We Accelerate Growth

6 Criterion 4: Customer Service Adapted to Regional Needs Arkadin s customer service is available in 18 languages globally to ensure a superior support experience. In Latin America, service and support is available 24x7 in each country by local specialists who speak Spanish, Portuguese and English. Furthermore, local toll and toll-free numbers are available as part of its conferencing solutions in major Latin American countries, including Argentina, Brazil, Chile, Colombia, Mexico and Peru. In Brazil, the largest conferencing services market in the region, the company s infrastructure can support up to 1,000 simultaneous audio ports without disruptions. This is highly appreciated by large Brazilian enterprises that expect their service provider to have the capacity and infrastructure to support a large number of conferencing sessions. Arkadin also offers customers its professional services team for consulting, project management, telecommunications infrastructure integration, and billing services, among others. Arkadin, in this sense, also acts as a technology partner and enabler for complex customer requirements. Finally, Arkadin runs annual customer satisfaction surveys which assure that it stays on top of key customer issues. Customers appreciate Arkadin s proactive approach, which helps address their needs and challenges in a timely and effective manner. Criterion 5: Unique Go-to-Market Model and Impact on Growth Arkadin s local yet global service philosophy has been fundamental to its success in the Latin American region. Its sales grew at triple-digit rates in surpassing $1.5 million in total conferencing services revenue. An agile culture and smart go-to-market strategy have helped it to meet the needs of both very large multinationals that need support in local countries and small-to-medium-sized businesses using conferencing solutions to improve internal collaboration and business processes. With the Latin American conferencing services market estimated to grow at more than 20 percent compound annual growth rate (CAGR) within the next six years, Arkadin s advanced portfolio and differentiated go-to-market model position it for considerable revenue growth and stature as a leading conferencing vendor in the region. Conclusion Frost & Sullivan is honored to name Arkadin as the recipient of the 2013 Emerging Market Innovation Award for its innovation and leadership in penetrating the Latin American conferencing services market. Arkadin is well positioned to leverage its strengths and accomplishments to further expand its presence in emerging conferencing services markets. Arkadin s continued focus on growth through geographic expansion; its ability to localize for emerging market requirements; its inclusive approach to emerging 2014 Frost & Sullivan 6 We Accelerate Growth

7 markets; its adapted customer service strategy to suit regional needs; and the company s differentiated go-to-market model have earned Arkadin the 2013 Emerging Market Innovation Award in the Latin American conferencing services market. Critical Importance of TEAM Research Frost & Sullivan s TEAM Research methodology represents the analytical rigor of our research process. It offers a 360-degree view of industry challenges, trends, and issues by integrating all seven of Frost & Sullivan's research methodologies. Our experience has shown over the years that companies too often make important growth decisions based on a narrow understanding of their environment, leading to errors of both omission and commission. Frost & Sullivan contends that successful growth strategies are founded on a thorough understanding of market, technical, economic, financial, customer, best practices, and demographic analyses. In that vein, the letters T, E, A and M reflect our core technical, economic, applied (financial and best practices) and market analyses. The integration of these research disciplines into the TEAM Research methodology provides an evaluation platform for benchmarking industry players and for creating high-potential growth strategies for our clients. Chart 4: Benchmarking Performance with TEAM Research About Frost & Sullivan Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best-practice models to drive the generation, evaluation and implementation of powerful growth strategies. Frost & Sullivan leverages 50 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 40 offices on six continents. To join our Growth Partnership, please visit Frost & Sullivan 7 We Accelerate Growth

8 Appendix: Chart 1: Performance-Based Ratings for Decision Support Matrix This exercise encompasses all criteria, leading to a weighted average ranking of each company. Researchers can then easily identify the company with the highest ranking. As a final step, the research team confirms the veracity of the model by ensuring that small changes to the ratings for a specific criterion do not lead to a significant change in the overall relative rankings of the companies. Chart 2: Frost & Sullivan s 10-Step Process for Identifying Award Recipients 2014 Frost & Sullivan 8 We Accelerate Growth

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