Telestax Keynote: API and Fly: CPaaS enablement, creating a B2B ecosystem with Applications and Networks using APIs Kevin Nethercott, VP Business Development at TeleStax We are now in the midst of a major industry transition as communication becomes a feature built into a wide range of apps, experiences, and services, rather than simply a product unto itself. With key enterprise customers increasingly seeing new CPaaS (Communications Platform as a Service) companies as a means to more efficiently consume carrier resources, while enabling innovation - traditional carriers and service providers are keen to add API driven solutions to their own portfolios. Faced with the choice of buy, build, or partner, one of the strategic trends is the emergence of marketplaces where carrier service providers and app developers can join forces to deliver exciting solutions for customers. Will CPaaS put even more competitive pressures on service providers, or give them new ways to compete, collaborate, and innovate? This presentation will discuss * What key problems CPaaS solves for service providers * What are the technical skills CPaaS demands * Why a marketplace for CPaaS enables innovation * How to successfully embrace the CPaaS opportunity and thrive

1. API AND FLY
CPaaS Enablement: Combining Apps, Networks, and APIs
Kevin Nethercott
VP Business Development
CPaaS Enablement

2. Everyone wants a piece of you these days!
• Free Over the top (OTT) apps and services
• Falling revenues and vanishing profitability on voice
• Business communications needs to be omnichannel but some
service providers are unable to deliver voice and messaging
simultaneously on the same numbers
• Meanwhile, Communications Platforms as a Service (CPaaS)
providers are offering new API-enabled programmable
telecom services for voice, SMS, and video – that solve
customer problems faster - with higher margins
2

3. CPaaS enablement and revenues
3
Your Voice and Messaging Revenue
$0.025
$0.020
$0.015
$0.010
$0.005
$0.000
Basic Services for
Voice/Message
OTT
Applications
Voice/Message
Services with
RestcommONE
Marketplace
• Participate in the value proposition
not just transport
• Increase revenue as a CPaaS
provider
• Get to market in 4- 6 weeks
• Immediately offer
messaging/voice/video services
from single platform
Increase Profitability

4. API or Die
Irwin Lazar
Vice President and Service Director
Nemertes Research
“CPaaS is driving business
process applications and
workflows.”
67%
Enterprises will look to
CPaaS providers to
meet their demands

5. CPaaS is in hyper-growth mode
Mark Winther
IDC, Group VP, Telecom
“The voice and text messaging
CPaaS market is transitioning from
a hypergrowth start-up phase to a
critical-mass phase”
$8B
The worldwide market
will exceed $8 billion in
2021

6. CPaaS Enablement makes it all possible
6
Existing Service Offering
SMS
Voice
Video
Location
Full Service & Solutions Offering
Within A Single Platform
Voice
Video
SMS
Chatbot
Alerts
Transactions
Shopping
Social Media
Customer
Service
Omnichannel

7. Voice, Messaging, and Video
Omnichannel * Omni-channel * Omni channel
7
Omni comes from the word Omnis which can mean all or universal
Omnichannel is something new and notable,
even revolutionary, not just a marginal evolution of
existing thinking.
Companies with strong omnichannel business strategies retain an
average of 89 per cent of their customers and see an average 9.5
percent year-over-year increase in annual revenue.

8. Full CPaaS delivers a true Omnichannel experience
• Phone Numbers &
Short Codes
• Two-way SMS
• Parcing
• Throttling
• USSD
• MMS
8
• Secure and encrypted
• Peer-to-peer
• Multi-party
• Recording
• Integration with
workflows
• Advanced Call Control
• Call Recording
• Call Queues
• Conference Calls
• Text-to-Speech
• Live Call Modification
VideoMessagingVoice
Voice, Messaging, and Video

9. Powerful Marketplace: A rich B2B community

10. The power of the marketplace revenue share model*
Traditional Transport Model @200,000
Daily Messaging/Voice services
New CPaaS Enablement Model
@200,000 Daily Messaging/Voice services
VERSUS
Application Provider Pays $.0075 Per SMS/Voice
Revenue Share Partner $ Per SMS Revenue
CPaaS Provider .0065 $1,300
Service Provider .0010 $200
Business Customer Pays $.10 Per SMS/Voice
Revenue Share Partner $ Per SMS Revenue
Application .05 $10,000
Service Provider .03 $6,000
Telestax .02 $4,000*Example

11. Marketplace Applications
• SMS and Voice Contact Center
• Smart Voicemail
• IoT Solution
• AI Chatbot
• Telemedicine
• Video Websharing
• Cognitive Voice and messaging
• Mobile Advertising
• Chatbots
• 2FA
• Live chat, scriptable voice API
• Hosted PBX
• Communications based team management
• USSD Self Care
• Mobile payments & Financing
• CRM Integration

12. Don’t Forget the non-coders
• Visual Design tool
- Quickly configure and customize your
applications via drag and drop
- No coding required
• Helps you (and your entire
customer base) to develop apps
quickly and easily to differentiate
your services

13. 134

14. Over 5,000 deployments globally
Global leaders. Innovators.
All Use…
14

15. Increase revenue with RestcommONE Marketplace
• Voice video and text in single platform
• Your own White Label, Branded CPaaS Service
• Provide popular SMS and Voice Services
• Bring Your Own Carrier (BYOC)
• Flexible Financial Model
• Revenue Sharing
• Extend in your channel
• Reseller Channel In-a-Box
15

16. RestcommONE Marketplace Partner Program
Time to market
Hosting
Pre-built RVD
apps
Marketing
Support
Custom Web
Portal
Global Use
Cases
Exclusive
membership
Annual Program
● Full CPaaS enablement
● DevOps Services
● Hosting a cloud instance
● Training & Marketing support
● Access to the Marketplace applications
● Premium SLA
● Special volume discounts
● Customized partner portal
● Dedicated Account Manager

17. Thank you
For more information, visit us at: www.telestax.com
© 2017 Telestax
Kevin Nethercott
VP Business Development – CPaaS Enablement
Kevin.Nethercott@Telestax.com

18. SMS Enablement Use
Cases

19. Business value of SMS is sky high
19
79%
of companies believe
customers want
SMS/text support
(ICMI)
80%
of people are
currently using texting
for business.
(eWeek)
75%
of people would like
to have offers sent
to them via SMS
(Digital Marketing Magazine)
>100%
conversion gains
If texting during the
sales process
(Velocity)

20. Take your service offering to next level
App-to-Person Market
• A2P is HOT!
- Lyft, Uber, Airbnb
- OpenTable
• Enable business to message
customers, reminders, deals
20
Intelligent ChatBots
• Gather details in context
• Minimize IVR Frustration
• Deliver conversation summaries
to agents
• Reduce time to resolution
Revenue expected to
exceed ½ Trillion by 2020
A2P market expected to
reach $40 billion in 2018
Example Features You Can Provide

21. SMS enable your business
Talk is cheap. Text is cheaper - And Better!
• Increased patient engagement
- Monitor patients with serious conditions
- Alert patients of test results immediately
- Notify patients about upcoming
appointments
• Lower no-show rates
• Notify patients when they’re due to
schedule a routine appointment
75% of customers think
the option of a call-back is
“highly appealing”

22. SMS based customer service and support
Increases customer satisfaction & saves the business up to 30%
• Your customers prefer SMS
• Customers answer text messages
• Customers spend less time on hold
• You dial less and leave messages less
• You quickly understand specifics
• The conversation context is maintained
If you’re on a level playing
field with your competitors,
texting gives you the edge

23. Opt-in SMS Marketing
Stay in touch with your customers by engaging them
• Promotional campaigns
• Benefits
– Qualified audience
– It’s very inexpensive
– It’s interactive
– It is quick
– It is engaging
• It works!
Text-message marketing is
about having one-on-one
conversations with
customers

24. Voice Use Cases

25. Voice. A more personal connection with customers.
25
29%
Of enterprises are
investing in proactive
outbound communications
(ICMI)
81%Of consumers are more
likely to give company
repeated business
(Forrester 2016)
5% = 125%Increase in
customer retention
Increase in
profits
(SalesForce Desk)

26. Number Masking
Guarantee privacy and security within online relationship
26
• Hide buyer and seller numbers during a transaction
• Prevents unwanted communication post transaction
• Increases security for both sides
– Rideshare
– Logistics
– Relationship management
– Financial
– Delivery
Number masking increases
customer trust and loyalty
by 65%

27. Call Tracking
Clicks are nice – Calls are better
27
• Measure conversion rates from clicks to calls on ads
• Understand which ads resulted in a call
• Pinpoint the exact call source
– Campaign, search, landing page, keyword, social or
campaign ad
• 5% of retail sales are online
• 70% of online searches use local search
– more likely to convert via a call or visit
Conversion rates are
anywhere from 30% - 300%
for calls over clicks

28. Two Party Call Connection
Automatically matching individuals based on preset criteria
28
• Maintain confidentiality
– Call set up is automatic without exposing
numbers
• Healthcare
– Call is automatically placed when patient
selects area of practice
• Online shopping
– Automated call is placed when shopper wishes
more information on a product or service
Two party call connections are secure,
confidential and they are high quality
when placed over local networks

29. Video Use Cases

30. Video improves customer engagement
30
1. “How to” videos
Help buyers get the most out of their purchases through brief,
informative demonstrations hosted by your in-house experts
(ICMI)
Rather than having reps type the same Tweets or Facebook
messages over and over, wouldn’t it be easier to simply reply
with a link to a video? (eWeek)
31% consumer more likely to make purchase with live video
(Business Insider Magazine)
Provide customers of all demographics the freedom to share
their own opinions. (Forrester)
2. FAQs
3. Live Video Chat
4. Customer Testimonial
74%
of all online traffic
will be online video
(KCPB)

31. Telemedicine - Remote Patient Monitoring
WebRTC – Real-time Voice and Video interaction with Doctor
31
• In-home patient monitoring web portal & tablet application
– Care Workers concentrate on delivering care,
not recording data
– Adaptable to any condition or chronic disease
– Disease specific workflows designed by doctors
collaborating
• Supports off-the-shelf medical devices and
tablets
• Patient engage in their own health & well being
Personalized technology will
upend the Doctor-Patient
relationship

32. Thank you
For more information, visit us at: www.telestax.com
© 2017 Telestax
Kevin Nethercott
VP Business Development – CPaaS Enablement
Kevin.Nethercott@Telestax.com