Published on September 12, 2007
Enterprise Voice Mashups Money and Business Case Faster, cheaper and happier Would you like some Paprika soup? Or, why we have it backwards. So, exactly what is a mashup? A Vist from the Jargon Police Architectures and Solutions What does it really look like? Real World Examples My favorite health care examples
Money and Business Case My story… My name is Thomas, and I’ve been a telephony developer for 18 years. Nearly always, new telephony service offerings fail in the marketplace Customer education - don’t know it exists Customer habituation - won’t change my habits Expensive to deploy Vanilla services == commoditization There’s little to no integration between the PBX and the business process Walled garden vendors make it hard Our own view points make it hard
Let’s do a thought experiment What happens when you could, at no real cost, blend in real time communications with the business process.
Faster What happens if you integrate real time communications in the enterprise? Businesses run faster Find the right person Eliminate delays in process Push process outside the firewall Real Example Remote worker automation… How many forms do remote workers fill in? Instant, on demand scheduling What’s the universal interface? The phone The business case is intensely unique to the business
Cheaper What happens if you integrate real time communications in the enterprise? Businesses are less expensive to run Eliminates wasted effort Eliminates on-demand automated work Increases location independence Real Example United Parcel Service… When you need a signature, they make a call When you miss a delivery, you can reschedule When they need to reroute in an emergency… The business case is intensely unique to the business
Happier What happens if you integrate real time communications in the enterprise? Customers are happier Customers like control Customers like visibility Customers hate to learn Real Example I’m flying JetBlue today… My flight is cancelled - send me a text with options When I call back, know who I am and tell me what I need to know. The customer needs no education whatsoever. The business case is intensely unique to the business
Would you like some Paprika Soup? We are a bunch of voice engineers, writing voice applications, sitting in a voice show learning about … voice Voice is obviously important to you… I even married a speech pathologist. What if voice isn’t the most important thing to your customers? Guess what… I’ll take the bet that it’s not. My contention: voice is not the meat, it’s a spice. Due to natural evolutions in technology and markets, voice became an end unto itself, and that’s a mistake.
To the man with the hammer… Every problem looks like a nail To date, we only owned hammers. Walled gardens of technology Vertical integrations by vendors and providers Huge learning curves keep others out Other tools have now arrived Comparatively, PBXs are now free Comparatively, service providers are no longer capital intensive Comparatively, the walls are down not only with telephones, but with the network
What happened? Why now? We have a radical lowering of barriers to entry to telecom development The investments made in 1997-2007 in telecom and web technologies The growth of Web 2.0 culture Smaller business cases become supportable Because it’s so inexpensive to deploy them The Long Tail hits telephony As it hit shopping, music, television, etc. Radical changes in strategy required Small is the new big Large vendors must strive to be platforms VAR is no longer a joke. It’s real. The advantage is now closeness to customer.
The Simplest Example Would you like to work at Dunkin Donuts? Call them up They have an automated pre-screen line Designed by an industrial psychologist If you can sit at a phone for 30 minutes and take the quiz… it’s a good sign Business case? High turnover == high overhead Ten cents a minute < Manager hourly wage Higher Quality Hires : DD tracks success Faster, cheaper, happier Faster : more interviews, better hires Cheaper : Less turnover, less manager involvement Happier : Interviewees get nearly instant feedback
The Numbers Total Mashups : 2312 Total APIs : 511 Mashups Written / Day : 3.5 Last M&A : WeatherBank, Weather.com Major APIs: GoogleMaps, Flickr, Amazon, YouTube, VirtualEarth, YahooMaps, eBay, 411Sync, del.ico.us, Yahoo
Exactly what is a mashup? Mashups are applications that: Use Web Integration Technologies Use more than one data or service providers Serve a niche audience Mashups are a “light weight” model Mashups depend upon open standards But even more so, open conventions They aren’t silver bullets. Hard to see VoiceMail written as a mashup But I sure could see VoiceMail as part of one
Independent Data Sources Mashups tend to use content from more than one source In fact, that’s where the name comes from Classic Mashups Chicago Crime Map, slut-o-meter, wheel of lunch Many successful examples Expedia, Hotwire, Amazon Sharing comes from many angles Functionality, data source, hosting, termination Telephony examples? Use YellowBook to get physical address from inbound phone number to shop Amazon from phone. Use a Where applet to drive Google maps display for dispatcher
Niche Solutions Mashups have an audience, always The developer knows the audience Very targeted, very personal Mashup developers tend to be individuals or very small groups Solves small problems Of which there are millions. More than that. Interestingly, technically mashup architectures are insanely scalable Much more scalable than any other available More reliable as well My gut tells me cheaper, too - no evidence yet
The Numbers Developer Team Size : 1-3 Development Time Large : > 1 month Development Time Small : 1 day Costs of Web APIs : Free Costs of Telephony APIs : 2-50 cents Costs of Tools : Free
Architectures and Solutions Two Predominant Mashup Architectures Web Integrated Telephony Architecture Three component Architectures Where Web 2.0 meets Telephony Asterisk / Adhearsion Asterisk based architecture Where Enterprise 2.0 meets Telephony
Real World Examples Some real world examples Focus on health care, could be any vertical All examples are common to providers Yet need customization Congestive Heart Failure If you can catch the weight gain… Morisky Surveys Four questions that predict the future After Hours Dr’s Office Use any web service, including people Pharmaceutical Patient Diary Quality of data == Quality of study
For more information… The Blogosphere Thomashowe.com Hinchcliff O’Reilly Radar The Web Programmableweb.com Mashable.com The geeks Mashups are as much about society as technology Mashup Camps Your business Where can you use spice? Faster - cheaper - happier
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