The business case for voice enhanced services

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1 The business case for voice enhanced services Edward Verney Director, Service Interaction Product Family HP OpenCall Business Unit 2004 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

2 Agenda Voice services market trends Value proposition and benefits Business cases: overview and results Key success factors Why HP?

3 building a new infrastructure for Voice Services is a strategic imperative for service providers that want to remain competitive and flexible in providing advanced voice services. David Floyer Chief Technology Officer, ITCentrix

4 Market trends Agility Maximized return Advanced services Standardization

5 Voice enhanced services solutions value proposition Customer s challenge Difficulty and expense of adding new services HP voice solution Agility HP OCMP provides the fastest time to market for new, innovative services High cost of supporting and maintaining legacy IVRs Maximized return Low TCO, superlative ROI, excellent payback period Future-proofing application and platform investments Long-term viability HP s leadership and commitment to standards ensures the future value of investment in platform and applications

6 HP voice enhanced services solutions benefits Increase agility, mitigate risk Maximize return Improve performance Support more applications Gain long-term viability

7 Business cases

8 Standards-based HP OCMP voice enhanced services solutions Complete business cases show: Low total cost of ownership Superlative return on investment Excellent payback period

9 Customer journey #1: VoiceXML hosting company The #1 VoiceXML European hosting company and a key technology provider for service providers, SIs, software vendors and enterprise The HP OpenCall difference Project management Deep telecom expertise Commitment to standards Business needs Cost-effective, carriergrade infrastructure to provide voice and data services Support for multiapplication and multi-tenant hosting HP solution VoiceXML managed services using HP OpenCall Media Platform supporting 2,000 ports Voice portal Network IVRs Virtual call ctr services Voice content distribution Unified communications Business benefits Simplicity Improved manageability of resources and provisioning Agility Dynamic updating of applications and data to speed time-to-revenue and customer satisfaction Value Ability to compete aggressively based on a superior cost structure and differentiated value proposition

10 VoiceXML hosting company business results Reduction in total capital required: 2.5 M Annual ROI: 230% IRR: 104% Payback period: 22 months Voice services on HP OpenCall Media Platform Voice portal Virtual call center services Network IVRs Voice content distrib Unified comms and more

11 Customer journey #2: Large European service provider Large wireless service provider, providing services to over 14 million customers The HP OpenCall difference Project management Deep telecom expertise Commitment to standards Business needs Replace legacy platform Ability to rapidly change existing services and and create new services to keep pace with compeition HP solution HP OpenCall Media Platform of 1080 ports, voice recognition, VoiceXML Four VoiceXML apps implemented to-date: Info service, weather Voice portal Intl roaming access w/ SMS Voice mail access svc Business benefits Simplicity Improved manageability due to shift from hosted services to in-network services approach Agility Flexibility to modify applications in days vs. months Value AT21 HP solution strategically positioned NSP to offer voice services at reduced cost

12 Slide 11 AT21 I added "NSP" in this bullet. Is this accurate? Angie Ting, 2/8/2005

13 Large European service provider business results Annual ROI:130% IRR: 113% Payback period: 19 months Voice services on HP OpenCall Media Platform Voice portal International voic access Roaming service Info service and more

14 The service commissioning went very smoothly due to competent personnel, the customer-oriented mindset and the exceptionally high quality of the products. Jörgen.B.Persson Head of Service Network, Vodafone

15 Becoming competitive and flexible in voice services Horizontal functionality General purpose next-gen platform supports multiple apps Infrastructure supports current and future solution needs Generic platform with pool of best-in class application partners Versatility Rich set of functionality directed to IMS and video apps of the future Most complete connectivity options Supports convergent networks with rich feature set allowing apps to co-exist

16 HP s strengths Extensive expertise and presence with carrier-grade IVR and VoiceXML deployments Proven VoiceXML leadership Mature VoiceXML platform World-leader in signaling solutions Global delivery, support and customer services organization Best-in-class application partners

17 Why HP OpenCall? Connecting people and services with radical simplicity HP OpenCall connects people and services through network and service evolution versus network and service revolution. Providing infrastructure for introducing new services in a common, structured manner, HP and its partners deliver the highest quality hardware and software integrated solutions that address all aspects of a network service providers business needs.

18 For more information visit:

19

20 HP OpenCall Media Platform A highly scalable, carrier-grade voice service platform Offers TDM/SIP network transparency for applications, supporting: World-leading HP SS7/ISUP signaling technology ISDN-PRI signaling enabling digital signaling SIP/RTP connectivity for VoIP/packet networks Enables the rapid development and secure deployment of next-generation messaging, portals and enhanced voiceenabled interactive services Includes the most mature and complete VoiceXML operating environment Provides the highest density voice access, voice-processing and critical call control functions

21 HP OpenCall Media Platform IP media server for fixed and mobile networks TDM Telephony IP phone VoIP Gateway Softswitch SIP/RTP ISUP/ISDN (OCMP 2.4) Internet/IP HP OpenCall Media Platform ASR/TTS VoiceXML/ HTTP Application servers DB DB

22 OpenCall Services Supermarket Market Trials Fast and Easy Joe Lynch Business Program Manager, HP 2004 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

23 Current environment Voice services seen as significant revenue potential Drive higher ARPU with complimentary services Market maturation requires new revenue streams Looking for killer app for voice services Little success to date Voice portals fail to deliver with low penetration Voice mail seen as entitlement by subscribers Deployment times for new apps too slow Voice portals took over 2 years for most NA carriers Decision cycle based on focus groups and research

24 The Mandate to Innovate The companies that have endured are those whose leaders bet the future not just on marketing savvy or manufacturing might but on innovation. -- Business Week October 11, 2004

25 Said Another Way Just deploy and we'll figure it out. -- Michael Powell Chairman, FCC January 3, 2005

26 HP Services Supermarket Program developed by HP with the goal to make the introduction of new services for Operators and Service Providers as simple as shopping in a Supermarket

27 HP OpenCall Services Supermarket Hosted environment of voice applications on HP OpenCall for Carriers to easily trial new services without capital expenditure investment & long processes Hosting various services at a trusted ASP site Living implementation of OpenCall partner eco-system A business model, processes, & capacity to transition quickly from trial to production Hosted/service bureau option Carrier in-house implementation

28 OpenCall Services Supermarket Operator s needs driven Operator Operator s Needs Increase value of network Choose from flexible service offering Business view Application presentations Try services online Available for Supermarket customers Align investment with revenue Pilot reports, business cases, October 2003 Telecom World Business agreement Buy service Buy pilot Pay as you grow Pay per usage Hosted In network

29 Services Call Center Portals Virtual PBX- SME Center Virtual Lines Interactive events Async Call Center evoice SME Messaging Entertainment Portals CRBT Game Plaza SMS voting New Worlds Messaging SMS Firewall SMS broadcast Kv-SMS Group Communication Click-to-Connect Mobile Office Interactive Group Alerting Call Completion Missed Call Notification

30 Shopping at the Services Supermarket

31 HP OpenCall Services Supermarket Faster time to revenue Quickly qualify and deploy revenue-generating services Don t waste time on marginal services Reduced costs Test services for less than in-network option No capital expenditure Discounted pricing by running multiple apps on open platform Reduced risk Trial new services in months, not years Quantifiable data from trials No impact to network or internal resources

32

33 For additional information on: Voice Services and HP's Services Supermarket 71 Enabled by HP OpenCall

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