Realising the Potential of VoiceXML

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1 Realising the Potential of VoiceXML mobilkom austria Agenda Mobilkom Austria Group VoiceXML services at Mobilkom Austria Advantages of the VoiceXML approach Realising the potential of VoiceXML Conclusion Page 2 1

2 Agenda Mobilkom Austria Group VoiceXML services at Mobilkom Austria Advantages of the VoiceXML approach Realising the potential of VoiceXML Conclusion Page 3 Locations & Members mobilkom austria VIPnet (Croatia) Si.mobil (Slovenia) mobilkom liechtenstein Mobiltel Bulgaria Page 4 2

3 Customers mag: 4.95 m mobilkom austria: 3.27 m VIPnet: 1.31 m Si.mobil: 363,300 mobilkom liechtenstein: 3,500 Status: Year End 2004 Page 5 Austrian Market Population: 8.18 m Market Penetration: 98.0% 8 Competitors (2 MVNO, 3 resellers) - T-Mobile, One, tele.ring, 3 - Tele2, Yesss - Dialog, etel, Uboot mobilkom austria: - Market Share: 41.0% - ARPU: 37.1 EUR/Month Status: Year End 2004 Page 6 3

4 Technological Leadership Networks: GSM, GPRS, EDGE, UMTS Launched the world's first commercial GPRS network (2000) and built the first national UMTS network in Europe (2002) Was the first cellular operator worldwide to launch an m-commerce application (1999) and to have its own banking licence (2002) Has been using VoiceGenie VoiceXML gateways since 2001 Page 7 Agenda Mobilkom Austria Group VoiceXML services at Mobilkom Austria Advantages of the VoiceXML approach Realising the potential of VoiceXML Conclusion Page 8 4

5 VoiceXML Services I Pre-Paid Services: Pre-paid roaming top-up Direct Credit Credit Transfer Marketing Promotions: Find Nemo Traumschiff Enterprise The Incredibles Austrian Ski Team Beach Volley Ball Page 9 VoiceXML Services II Speech Recognition: A1 Voice Service news, weather, traffic, cinema, horoscope, reader, calendar, telephone book Music Recognition: A1 Music Finder Customer Self-Care Over-The-Air mobile-phone configuration A1 Welcome Sounds Network Components: Ringback Tones Page 10 5

6 Agenda Mobilkom Austria Group VoiceXML services at Mobilkom Austria Advantages of the VoiceXML approach Realising the potential of VoiceXML Conclusion Page 11 VoiceXML uses the web Rendering VoiceXML VoiceXML GW GW Web Browser Web Browser Browser Browser VXML xhtml WML Views Web Web Server Server Logic Application Application Server Server Data Databases Databases Page 12 6

7 So don t t reinvent the wheel! VoiceXML is just another user interface Obviously voice has different requirements in terms of design, but the information content and business logic are still the same Applications can now be developed that use the same logic and data (back-end) for all channels VoiceXML, xhtml, WML are different views ways of presenting the same information to the user The back-end can be written in Java, C++, Perl, Python, etc. You save money by only developing one back-end! We have developed single back-ends for Ringback Tones, Summer Promotion, Credit Transfer and Pre-paid top-up. Page 13 VoiceXML offers flexibility In our experience: Services can be developed by any programmer Service development time is faster with VoiceXML Service deployment is faster with VoiceXML Service modification is faster with VoiceXML These are our internal selling points! Page 14 7

8 VoiceXML offers independence Traditional IVRs Self-contained black-boxes IVR applications are separate proprietory implementations with no infra-structure or know-how reuse Services are mostly developed by the suppliers themselves New features are dependent on the vendor roadmap VoiceXML services Web-based services wider development community An open-standards XML language no proprietory lock-in Reuse of exisiting services, infra-structure and know-how You can change VoiceXML supplier with only minor modifications Page 15 Pre-Paid Paid Hotline Pre-Paid Roaming Top-Up and Direct Credit were implemented using VoiceXML These smaller services convinced the pre-paid team of the benefits of VoiceXML Current system runs on an old IVR Costly maintenance Costly modification No longer fulfilly our marketing requirements Pre-Paid Hotline has been migrated to VoiceXML Marketing already has a list of the improvements that they want! Page 16 8

9 Do-It It-Yourself Ringback Tones Deal with the original supplier fell through at the end of October Marketing wanted to ride the Christmas wave 4 weeks to design, develop and test an RBT solution MSC trigger was already in place RBT player Content management User can buy one or more ringback tones User can activate or deactivate their ringback tone User has a choice of or IVR interfaces Page 17 RBT Application Whole service developed in-house Billing and provisioning interface interface VXML interface RBT player Complete reuse of business logic and infrastructure Developed only one RBT interface and Voice used the same Java library Both were deployed on the same web server Page 18 9

10 A1 Welcome Sounds 2 per RBT 1 per month the first month is free Activation using Voice or Marketing Fliers with the bills TV advertisements with a link Large SMS campaign with the VXML number Further developments are planned Play a different RBT for each A-Number Page 19 Player Usage Page 20 10

11 Agenda Mobilkom Austria Group VoiceXML services at Mobilkom Austria Advantages of the VoiceXML approach Realising the potential of VoiceXML Conclusion Page 21 Voic Marketing always have new requirements for Voic New menu structures New customer groups with their own feature set Business & personal voice mail under one number New features such as missed call notice, etc. However! Cost of the customisation is high The time-to-market is long By 2007 we hope to have migrated to a VoiceXML Voic System Page 22 11

12 Video IVR & VideoMail Video IVR is a circuit switched video call, which uses the keypad to navigate through a selection of videos VoiceXML can be adapted to handle video A video IVR is in effect a visual IVR The input modalities are the same speech or keypad The output is a video rather than an audio file VoiceXML 3.0 should move more in this direction Our strategy is implement Video IVR and Video Mail using VoiceXML Page 23 IP Multimedia Subsystem The future is packet switched All internal systems working with SIP and RTP Border gateways convert other systems into SIP/RTP Clear division between signalling and payload Media Resource Funtion Controllers (MRFC) VoiceXML is an ideal controller of voice interactions CCXML is designed to implement call control Media Resource Funtion Processors (MRFP) The processors handle playback, recording, TTS, ASR, conferencing, transcoding, etc. Page 24 12

13 Future Architecture Access GWs SIP VoiceXML VoiceXML Control CCXML CCXML http Voic Voic VideoMail VideoMail Pure Pure SIP SIP Control Voice Voice Services Services SS7 <-> SIP/RTP SS7 <-> SIP/RTP Transcoding Transcoding ASR ASR Pre-Paid Pre-Paid Hotline Hotline RTP Play Play TTS TTS CS CS Call Call Routing Routing Record Record Conferencing Conferencing Multimodal Multimodal Resources Services Page 25 Agenda Mobilkom Austria Group VoiceXML services at Mobilkom Austria Advantages of the VoiceXML approach Realising the potential of VoiceXML Conclusion Page 26 13

14 Conclusion VoiceXML has lived up to its promise Development is quicker & cheaper with VXML Reuse of code and infrastructure works VoiceXML = IVR XML After over 3 years of VoiceXML experience we are now completely committed to VoiceXML All future IVR applications will be written in VoiceXML The future may be packet switched, but it still needs VoiceXML Page 27 That s s all folks! 14

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