Monday, December 23, 2013

Service exposure as a way of realizing a two-sided business model

By exposing different network assets – for instance SMS, billing capabilities and call setup – operators could enhance their position in the value chain and create new innovative offerings. In this post, the main focus is on how the exposure of various voice capabilities could contribute to realizing a two-sided business model.

We explored the possibilities of a two-sided business model for telcos in a recent blog post. Among other things we discussed growing opportunities in verticals, such as learning and healthcare.

Apart from existing examples in the telecom industry, such as toll-free calls and emergency service calls, another way of realizing a two-sided business model is for operators to move into the area of service exposure – sometimes also referred to as network exposure or API exposure.

Operators venturing into service exposure must consider a number of basic questions before getting started: What capabilities should they expose and to whom should they expose their assets?

The first question is perhaps the easiest to answer: Operators must carefully consider what to expose so that they don’t endanger their own core business. This would be the case if an OTT player, with the help of exposed assets, could build a high-quality telephony service at a lower price.

When it comes to the “to whom” question, the main target group for exposed voice capabilities is the enterprise segment (and developers working at the assignment of companies). Assets are exposed to be integrated into enterprise business processes to help companies become more efficient.

When these questions have been answered satisfactorily, what would a possible two-sided business model based on service exposure look like? An interesting case is where a voice application, CRM system and customer support could interact.

For instance, an app developer working for a big insurance company has developed an intelligent form, which retrieves information from the company’s database. Customers can fill in the form on the company’s website and send it back electronically. 

Questions might arise when customers fill it in and by clicking a button inside the form the customer can come into direct contact with an expert at the company who can answer any queries. The expert has access to the company’s CRM system and can directly see the background information on the customer.

The operator makes sure that the voice application works seamlessly together with the intelligent form and the CRM system. In this case, the operator makes money on the assets exposed to the developer (for example, through a license fee) and the voice solution it sells to the insurance company. The insurance company, in turn, can decide that the “in-form” calls will be free of charge for its customers.

An obvious advantage for the operator with this set-up is that it can make its (voice) services more relevant and integrate them into additional communication flows. In this way, a two-sided business model can help operators reach beyond the limits of their existing business and participate in larger profit pools than those available in a pure connectivity market.

By Bodil Josefsson for the Voice on Telecom     

19 comments:

  1. To run any business it is necessary to have a two sided communication and this can only be achieved by using the service of telecom facility.
    Parallel Infrastructure

    ReplyDelete
  2. Hi Carol,
    Thanks for your comment and for showing interest in the discussion about the two-sided business model.

    ReplyDelete
  3. Yes, I am agreed with this fact that if a business or the company wants to expand its reach to the customer then it should really focus on such means to give the best services by trying various methods like Toll free numbers for the customers, more online and offline interaction between customer and company etc.

    ReplyDelete
  4. Hi,

    Your post really helped me to understand how the exposure of various voice capabilities could contribute to realizing a two-sided business model.. It has great details and yet it is easy to understand.
    That's what i was looking for. I will definitely share it with others.
    Voice Over Talent

    ReplyDelete
  5. It is really good source for my study. I come to your site to get help to write my college paper and assignments as my papers are coming in next month.

    ReplyDelete
  6. This is very interesting. thanks for that. we need more sites like this. i commend you on your great content and excellent topic choices.

    ReplyDelete
  7. This is an informative blog by which I have got that info which I really wanted to get. Automatic Call Distribution

    ReplyDelete
  8. An 800 number is a tollfree phone number, meaning the called party is charged for the call instead of the calling party. Inbound/outbound call blending telephony software allows sales agents to "double up" on both duties.

    ReplyDelete
  9. Having a great time reading your blog post. you know what your readers want. Keep posting.

    ReplyDelete
  10. Good information about voice over recording systems and their applications.

    ReplyDelete
  11. Hi. I really enjoyed my brief visit on your site and I’ll be sure to be back for more.
    Can I contact you through email address?

    Please email me back.

    Thanks!
    Kevin
    kevincollins1011 gmail.com

    ReplyDelete
  12. Wow, what a blog! I mean, you just have so a lot guts to go ahead and tell it like it’s. You're what blogging wants, an open minded superhero who isn't afraid to tell it like it’s. This is absolutely something people should be up on. Great luck inside the future, man.

    ReplyDelete
  13. The information are quite beneficial. For many other related service you can search through http://www.audiotextsolutions.com/

    ReplyDelete
  14. Great blog! I really enjoyed reading it. Very informative.

    ReplyDelete
  15. If any business or enterprise wants to grow its reach to the customer then it should focus on the services they provide, because reliable and cost-efficient services provide customer satisfaction as customer retention is important to any business because if customers are happy then they recommend first directly to the other people. We, at Go4Customer provide benefits to your business from a wide-range of call center and outsourced support services.

    ReplyDelete
  16. Thanks for sharing such useful content with us. It is really very beneficial info for those who want to know about Voice on Telecom. Thanks for sharing this.


    Business Grade VoIP | Telco Services Australia

    ReplyDelete
  17. Crazy Bulk Australia 100% Safe and Legal Steroids
    Approved by FDA, USA and manufactured under GMP certified facility

    thanks for the info

    ReplyDelete
  18. Wonderful post. This is nice post and gives in depth information. Cloud Based Telephony Solutions Great tips!

    ReplyDelete
  19. Good information about voice over services.
    Voice Over Services

    ReplyDelete