how consumers drive a new market for mobile conferencing services
DESCRIPTION
Invited presentation at Wainhouse Research annual Conference Service Provider Summit, describing Callvine's approach to the exploding mobile market using a freemium model in which free consumer usage migrates to paid professional usage.TRANSCRIPT
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Mark Dzwonczyk Chief Operating Officer, Callvine Inc
Wainhouse CSP SummitOctober 12, 2010
Copyright © 2010, Callvine, Inc. All Rights Reserved
The 5 Billion Mobile Market Opportunity: How Consumers Drive a New Market for
Conferencing Services
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Mark Dzwonczyk Chief Operating Officer, Callvine Inc
Wainhouse CSP SummitOctober 12, 2010
Copyright © 2010, Callvine, Inc. All Rights Reserved
![Page 3: How Consumers Drive a New Market for Mobile Conferencing Services](https://reader033.vdocument.in/reader033/viewer/2022060109/5554f9a2b4c9051a5b8b45a0/html5/thumbnails/3.jpg)
The Mobile Market: What Recession??
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Growth to 5B subs = +2M subs per day
SAN FRANCISO
= combined population of Boston, San Francisco, & Austin
AUSTIN
BOSTON
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Growth to 5B subs = +80K subs per hour
= daily passenger traffic in Logan Airport
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Proprietary & Confidential
Smartphones begin to dominate in the US
Copyright © 2010, Callvine, Inc. All Rights Reserved
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Proprietary & Confidential
Worldwide mobilebroadband subscriptions
Smartphones use data (not voice?)
Copyright © 2010, Callvine, Inc. All Rights Reserved
CY2010 CY2011
90%
incr
ease
CY2011: 1B subscriptions
• But mobile-based VOIP is doubling each year:
15B mobile VOIP minutes in 2010By 2015, expected to be a $5B
“market loss” for voice minutes
• Average length of US mobile phone call continues to decrease:
2009: 1.8 mins2010: 1.6 mins
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Proprietary & Confidential
• US Text Messages approaching US Minutes:• 1.8T per year, increasing 33% in 2010• ~5B per day
• US texts send 14X Library of Congress equivalent in content each year
• Teens: 50 messages a day• Adults: 10 messages a day
And, of course, TEXTs
Copyright © 2010, Callvine, Inc. All Rights Reserved
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Proprietary & Confidential
• Will the collaboration industry migrate its services to this market?
• YES, of course!Major players are adapting theirservices for the new mobility oftheir customers
So, what’s next in collaboration market??
Copyright © 2010, Callvine, Inc. All Rights Reserved
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Proprietary & Confidential
• Will the collaboration industry migrate its services to this market?
• YES, of course!Major players are adapting theirservices for the new mobility oftheir customers
So, what’s next in collaboration market??
Copyright © 2010, Callvine, Inc. All Rights Reserved
Mobility createsa fundamentally new market
New usage models
New Customers
New Revenue Opportunities
But, perhaps even better:Expand service offeringsto meet new needs for the market.
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Proprietary & Confidential
Mobile Professional Work Style
• Small screen, small keyboard• Integrated contacts & calendars• Unreliable connectivity & voice quality• Multi-tasking (travel)• Shorter, more urgent conversations,
voice or SMS:• Average cell phone call: 100 seconds• 3-martini lunch
replaced by 140 characters
Key Trends for this Market Opportunity
Copyright © 2010, Callvine, Inc. All Rights Reserved
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Proprietary & Confidential
Mobile Professional Work Style
• Small screen, small keyboard• Integrated contacts & calendars• Unreliable connectivity & voice quality• Multi-tasking (travel)• Shorter, more urgent conversations,
voice or SMS:• Average cell phone call: 100 seconds• 3-martini lunch
replaced by 140 characters
Key Trends for this Market Opportunity
Copyright © 2010, Callvine, Inc. All Rights Reserved
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Proprietary & Confidential
Mobile Professional Work Style
• Small screen, small keyboard• Integrated contacts & calendars• Unreliable connectivity & voice quality• Multi-tasking (travel)• Shorter, more urgent conversations,
voice or SMS:• Average cell phone call: 100 seconds• 3-martini lunch
replaced by 140 characters
Key Trends for this Market Opportunity
Copyright © 2010, Callvine, Inc. All Rights Reserved
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Proprietary & Confidential
Key Trends for this Market Opportunity
Copyright © 2010, Callvine, Inc. All Rights Reserved
The Blur of Work-Life Balance
• One phone, with multiple purposes, per Compunetix “Always on, always along”
• Multi-tasking of work & personal life, including multiple contact & calendar sources
• “The Free Agent” evolution,begun in 1980’s
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Proprietary & Confidential
• Create market pull by creating crossover opportunities from consumer behavior to business behavior:
1. Build a service that engages the consumer in us (for free);
2. And then drives value (revenue) for the professional in us.
The “Freemium” Approach
Copyright © 2010, Callvine, Inc. All Rights Reserved
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Proprietary & Confidential
Free is a very compelling price!
Copyright © 2010, Callvine, Inc. All Rights Reserved
1999: Fax moved online with free fax-to-email phone numbers. Millions of free subscriptions built the user base to drive today’s ~$250M annual revenue.
2003: Long distance phone calls became free, driving usage for outbound calling to achieve ~$800M revenue (2009).
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Proprietary & Confidential
Free Services, focused on Consumer• Group management,
from your own contacts• Group Texts: leverage existing SMS
plans for group distribution• “Group Calls” that are Urgent,
short, and have few participants: minimal friction for quick calls
• One number dial-in with auto-routing for dropped calls
• File broadcast (photos, txt)
Freemium Approaches in Collaboration
Copyright © 2010, Callvine, Inc. All Rights Reserved
Paid Services, focused on Professional• “Me-Too” Service: just like any other
conference call service• Calendar Integration: Scheduled &
Recurring Calls• Call Management: pre, during & post
call• Call Recording & Transcription• Support larger groups• International dialing, including
localization• File sharing (document management)• Web Conferencing
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Callvine Confidential
Standard Conference
Bridge Services
Callvine’s Innovative Service Wrapper Around a Standard Conference Bridge
Meeting Management
Outreach/Attendance
Call-out
Dial-in
• Attendee contact info• Schedule / set up of
calls – one-time & recurring• Calendar integration• Pre-planned groups
or ad hoc attendance
• Meetings start on time• Quickly, simultaneously,
assemble all participants, simultaneously
MOBILEAPPLICATION
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Proprietary & Confidential
• Free iPhone App download from iTunes• Android & Blackberry coming later this year
• No registration required: just download & use• Group Creation & Management using native
iPhone contacts• Group Text to unlimited number participants,
simultaneously• One-Touch Instant Call
• Dial-out Conferencing is the only method to create an “Instant Group Call”
• SMS & email also forwarded to participants with stanard dial-in and PIN code information, if necessary
Callvine Features to Address “Crossover Market”
Copyright © 2010, Callvine, Inc. All Rights Reserved
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Proprietary & Confidential
• Free iPhone App download from iTunes• Android & Blackberry coming later this year
• No registration required: just download & use• Group Creation & Management using native
iPhone contacts• Group Text to unlimited number participants,
simultaneously• One-Touch Instant Call
• Dial-out Conferencing is the only method to create an “Instant Group Call”
• SMS & email also forwarded to participants with stanard dial-in and PIN code information, if necessary
Callvine Features to Address “Crossover Market”
Copyright © 2010, Callvine, Inc. All Rights Reserved
![Page 21: How Consumers Drive a New Market for Mobile Conferencing Services](https://reader033.vdocument.in/reader033/viewer/2022060109/5554f9a2b4c9051a5b8b45a0/html5/thumbnails/21.jpg)
Proprietary & Confidential
• Free iPhone App download from iTunes• Android & Blackberry coming later this year
• No registration required: just download & use• Group Creation & Management using native
iPhone contacts• Group Text to unlimited number participants,
simultaneously• One-Touch Instant Call
• Dial-out Conferencing is the only method to create an “Instant Group Call”
• SMS & email also forwarded to participants with stanard dial-in and PIN code information, if necessary
Callvine Features to Address “Crossover Market”
Copyright © 2010, Callvine, Inc. All Rights Reserved
![Page 22: How Consumers Drive a New Market for Mobile Conferencing Services](https://reader033.vdocument.in/reader033/viewer/2022060109/5554f9a2b4c9051a5b8b45a0/html5/thumbnails/22.jpg)
Proprietary & Confidential
• Free iPhone App download from iTunes• Android & Blackberry coming later this year
• No registration required: just download & use• Group Creation & Management using native
iPhone contacts• Group Text to unlimited number participants,
simultaneously• One-Touch Instant Call
• Dial-out Conferencing is the only method to create an “Instant Group Call”
• SMS & email also forwarded to participants with stanard dial-in and PIN code information, if necessary
Callvine Features to Address “Crossover Market”
Copyright © 2010, Callvine, Inc. All Rights Reserved
![Page 23: How Consumers Drive a New Market for Mobile Conferencing Services](https://reader033.vdocument.in/reader033/viewer/2022060109/5554f9a2b4c9051a5b8b45a0/html5/thumbnails/23.jpg)
Proprietary & Confidential
• Free iPhone App download from iTunes• Android & Blackberry coming later this year
• No registration required: just download & use• Group Creation & Management using native
iPhone contacts• Group Text to unlimited number participants,
simultaneously• One-Touch Instant Call
• Dial-out Conferencing is the only method to create an “Instant Group Call”
• SMS & email also forwarded to participants with stanard dial-in and PIN code information, if necessary
Callvine Features to Address “Crossover Market”
Copyright © 2010, Callvine, Inc. All Rights Reserved
![Page 24: How Consumers Drive a New Market for Mobile Conferencing Services](https://reader033.vdocument.in/reader033/viewer/2022060109/5554f9a2b4c9051a5b8b45a0/html5/thumbnails/24.jpg)
Proprietary & Confidential
• 10-minute calls are free• Minimize friction for short, small calls
• In-App Pre-paid bundled minutes• Reinterpret per minute billing with “Group Call” size:
prepay per hour based upon groups of 5 (1-5, 6-10, …)• iTunes and other In-App pre-payment methods
• One-number dial-in with auto-routing• Scheduled Calls, with full calendar integration
• Native iPhone calendar integration, including recurence• Standard meeting invite sent to all participants
• Call Dashboard, by participant name• Mute, Hold, Hang-Up• Add new participant directly from iPhone contacts
Callvine Features to Address “Crossover Market”
Copyright © 2010, Callvine, Inc. All Rights Reserved
![Page 25: How Consumers Drive a New Market for Mobile Conferencing Services](https://reader033.vdocument.in/reader033/viewer/2022060109/5554f9a2b4c9051a5b8b45a0/html5/thumbnails/25.jpg)
Proprietary & Confidential
• 10-minute calls are free• Minimize friction for short, small calls
• In-App Pre-paid bundled minutes• Reinterpret per minute billing with “Group Call” size:
prepay per hour based upon groups of 5 (1-5, 6-10, …)• iTunes and other In-App pre-payment methods
• One-number dial-in with auto-routing• Scheduled Calls, with full calendar integration
• Native iPhone calendar integration, including recurence• Standard meeting invite sent to all participants
• Call Dashboard, by participant name• Mute, Hold, Hang-Up• Add new participant directly from iPhone contacts
Callvine Features to Address “Crossover Market”
Copyright © 2010, Callvine, Inc. All Rights Reserved
![Page 26: How Consumers Drive a New Market for Mobile Conferencing Services](https://reader033.vdocument.in/reader033/viewer/2022060109/5554f9a2b4c9051a5b8b45a0/html5/thumbnails/26.jpg)
Proprietary & Confidential
• 10-minute calls are free• Minimize friction for short, small calls
• In-App Pre-paid bundled minutes• Reinterpret per minute billing with “Group Call” size:
prepay per hour based upon groups of 5 (1-5, 6-10, …)• iTunes and other In-App pre-payment methods
• One-number dial-in with auto-routing• Scheduled Calls, with full calendar integration
• Native iPhone calendar integration, including recurence• Standard meeting invite sent to all participants
• Call Dashboard, by participant name• Mute, Hold, Hang-Up• Add new participant directly from iPhone contacts
Callvine Features to Address “Crossover Market”
Copyright © 2010, Callvine, Inc. All Rights Reserved
![Page 27: How Consumers Drive a New Market for Mobile Conferencing Services](https://reader033.vdocument.in/reader033/viewer/2022060109/5554f9a2b4c9051a5b8b45a0/html5/thumbnails/27.jpg)
Proprietary & Confidential
• 10-minute calls are free• Minimize friction for short, small calls
• In-App Pre-paid bundled minutes• Reinterpret per minute billing with “Group Call” size:
prepay per hour based upon groups of 5 (1-5, 6-10, …)• iTunes and other In-App pre-payment methods
• One-number dial-in with auto-routing• Scheduled Calls, with full calendar integration
• Native iPhone calendar integration, including recurence• Standard meeting invite sent to all participants
• Call Dashboard, by participant name• Mute, Hold, Hang-Up• Add new participant directly from iPhone contacts
Callvine Features to Address “Crossover Market”
Copyright © 2010, Callvine, Inc. All Rights Reserved
![Page 28: How Consumers Drive a New Market for Mobile Conferencing Services](https://reader033.vdocument.in/reader033/viewer/2022060109/5554f9a2b4c9051a5b8b45a0/html5/thumbnails/28.jpg)
Proprietary & Confidential
• 10-minute calls are free• Minimize friction for short, small calls
• In-App Pre-paid bundled minutes• Reinterpret per minute billing with “Group Call” size:
prepay per hour based upon groups of 5 (1-5, 6-10, …)• iTunes and other In-App pre-payment methods
• One-number dial-in with auto-routing• Scheduled Calls, with full calendar integration
• Native iPhone calendar integration, including recurence• Standard meeting invite sent to all participants
• Call Dashboard, by participant name• Mute, Hold, Hang-Up• Add new participant directly from iPhone contacts
Callvine Features to Address “Crossover Market”
Copyright © 2010, Callvine, Inc. All Rights Reserved
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Callvine Confidential
Mark DzwonczykChief Operating Officer
Callvine, [email protected]
650-346-6275
THANK YOU!
Copyright © 2010, Callvine, Inc. All Rights Reserved