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2009 Technology Roadmap:
SIP Trunking and Beyond
Prepared Exclusively for:SIP Trunking Seminars,
Sponsored by IngateMonday, Feb. 2, 2009
1
2009 Technology Survival Roadmap
Agenda• Part 1 – The Case for SIP Trunking• Part 2 – The Big Picture – Key Trends Shaping the
Technology Roadmap Today• Part 3 – 6 IP Communications Tools You Can Use to
Survive in 2009
2
Why Use SIP Trunking? Two Basic Benefits
Direct benefit:Reduced costs• Network operations• Technology/IT usage• Carrier services
Indirect benefit:Improved productivity• Individuals• Teams• Internal operations• External relationships
4
Direct Benefit – Cost ReductionKey Examples
• Telecom services – LD, toll-free, costly calling features, VPNs to support remote/home workers
• Trunking costs – use fewer PRIs• Opex/Capex – reduced need for MGWs, more
convergence of voice over data networks• More cost effective for contact centers• Enables more cost-effective communication modes
– IM, chat, messaging – that can be substitutes for toll-based calling
5
Indirect Benefit – Improved ProductivityKey Examples
• Supports new IP-based services and features• More practical to provide all employees with a
dedicated 10 digit phone number• Presence provides real-time status on your
availability to communicate with others• More tools/applications for communicating 1:1 or
with groups – web/audio conferencing• Peer-to-peer support makes it easier to share large
files and collaborate6
Indirect Benefit – Improved ProductivityKey Examples, cont.
• Improved service reliability and more stable QoS – especially helpful for contact centers
• Supports wideband codecs/HD audio for superior quality voice calls, and in time, HD video for video calling/conferencing
• Enables easier adoption of more integrated communications solutions such as Unified Mes-saging or Unified Communications
• Better support for Web 2.0-style applications/tools and the broader spectrum of cloud-based services
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Indirect Benefit – Improved ProductivityKey Examples, cont.
• Easier integration of services across different networks – wireline, cellular, WiFi, 3G, etc.
• Easier integration of communications into business software – Office, Salesforce, CRM tools, etc. – to improve business processes and workflow
• Facilitates hosting of services and databases, which has value in terms of business continuity and disaster recovery
8
Service Provider BenefitsAnother Side to the Story
• Can provide end-to-end IP connectivity to support enhanced services and integrated solutions – either on a partner basis for direct service, or hosted
• Easier to ensure QoS and network security, making it easier for enterprises to partner with them
• Peering makes interoperability easier with enter-prise networks as well as IP comms vendors
• Consistent end-to-end IP environment makes it easier to optimize its mix of TDM and IP traffic – SIP Trunking is usually a complement not a replacement
9
Other ConsiderationsSIP Trunking Caveats
• SIP Trunking not necessarily a TDM replacement – better to use it as a complement, especially where access to new services will be most beneficial
• Not always cheaper than TDM, especially in large enterprises which already have low telecom rates
• Benefits of improved QoS only occur with landline networks – not so for wireless or satellite-based
• Do not yet have 100% legacy services coverage – fax• Still new – carrier and enterprise networks do not
yet have 100% interoperability10
Setting the Stage for Bigger ThingsThe 6 C’s Around SIP Trunking
3 C’s – Behavior
• Past – Consume• Present – Collaborate• Future – Create
3 C’s – Benefits
• Past - Connect• Present –Community• Future - Commerce
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The 6 C’s Around SIP TrunkingPast – Consume/Connect
Consume – allows us to Connect• One-dimensional, passive communications mode• Serial communications – one mode at a time• Transactional – send/receive• End users consume services – use what is there• Connecting is the only real benefit – experiences
occur in silos
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The 6 C’s Around SIP TrunkingPresent – Collaborate/Community
Collaborate – allows us to build Community• This behavior yields a bigger and better benefit• SIP Trunking 1.0 opportunity – enables the services
that support this behavior• One-to-many or many-to-many communication is
much more dynamic than one-to-one – naturally leads to community – internal teams, customer user groups, beta test groups, social networking, faster time to market, better knowledge management, accelerates R&D
13
The 6 C’s Around SIP TrunkingFuture – Create/Commerce
Create – opens things up for Commerce• Now we’re getting somewhere – SIP Trunking 2.0• Behavior evolves – collaboration nurtures the skills
and spirit needed to create – use the building blocks of IP comm to do new things
• Communities that arise from today’s collaboration become tomorrow’s markets and buyers
• SIP Trunking makes it easier to put the tools in the hands of the builders who will create new products, build new channels, tap new revenues, etc.
14
Is it Just About Saving $$?
Money talks in a down market – examples:• Objectworld – offering a 15 day ROI on UC• Cypress Communications – just launched their post-
election "Unified Communications Bailout Plan” to help lower total comms expense by at least 10%
We all want to reduce cost – we have to today – but there’s more to making good decisions around IP
communications – let’s look at the bigger picture…
16
Key Trends Shaping the RoadmapBusiness - You
• Increased competition from inside and outside your industry – constant disruption
• Building a culture of innovation• Greater expectations from customers• Faster time to market• Managing in a 24/7 world and anywhere workplace• Improve business processes to reduce costs and friction points• Information/knowledge management and business
governance around this• Attracting and retaining talent
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Key Trends Shaping the RoadmapIndividual - Me
• Bringing expectations about how to communicate into the workplace from their personal lives
• Managing work/life balance – the digital lifestyle• Increasingly communicating offsite and off network• Multitasking is the norm – but not always better• Personalization/customization is key for many to
become empowered by new technology• Communication is social – people crave community
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Key Trends Shaping the RoadmapGlobal - Us
• Globalization of business – for better or worse• Virtualization – supports globalization• Outsourcing – willing to partner where/as needed• Global market is shrinking thanks to IP comms• Greening of IT – power/energy, batteries, travel
20
Key Trends Shaping the RoadmapTechnology
• The Web, the Web, the Web• From the Web: the cloud and SaaS• Mobility – not restricted to being on the LAN• Wireless - no longer tethered to the desktop – better
wireless networks and endpoints• SIP-supported endpoints have intelligence – power
shifting from the network to end users• Presence is enabling more powerful real-time tools• Applications/services becoming more voice-enabled –
esp. useful in contact centers and for mobile users21
6 IP Comms Tools You Can Use in 2009
Technology roadmap: SIP Trunking makes it easier/possible to use these communications
tools to survive in 2009:• Unified Communications• Conferencing• Desktop videoconferencing• Social networking• Mobility• Mashups
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Tools You Can Use in 2009Unified Communications
• The bad news – UC is hard to define and not well understood – more on that next slide
• The good news – UC can be modular and there are small scale solutions available today
• With SIP Trunking, it’s easy to start with some basic UC elements – no need for an expensive roll out
• Every vendor and VAR has a UC story – take advantage and educate yourself first
24
Unified CommunicationsWhat is it?
It depends who you talk to…If you’re… UC means…
Microsoft Software-based solution
Cisco Network-based solution
IBM Collaboration and the virtual workplace
Nortel, Avaya, etc. Hardware solution transitioning to IP
Google, Yahoo, etc. Web-based solution and utility model
SAP, Oracle, etc. Business process integration
25
Tools You Can Use in 2009Conferencing
• Many affordable solutions available for both audio and video conferencing
• With SIP Trunking, you can support high quality experiences – better than in the past
• Think about the business benefits - low cost and high return in terms of efficiency and impact
• No need to invest in HW or SW – many solutions are hosted and reservationless
26
Tools You Can Use in 2009Desktop Videoconferencing
• A subset of conferencing, but worthwhile on its own• DTVC has not been a serious option for business until
now, but much has changed• Familiarity and comfort for using DTVC has been
primed from the consumer experience, esp. among video-savvy Millennials
• SIP Trunking makes DTVC very practical for business use and works for any size of company
• Need to think more broadly about how DTVC adds value – 1:1 calls, group calls, dialing in from the road
27
Tools You Can Use in 2009Social Networking
• Everyone is doing it – must be opportunity there• Everyone is doing it – but what are they doing?• Need strategies and policies around using social
media – that’s the first step• Can be of great value to the business if used right –
high degree of willingness to use it, unlike other new tools that never gain adoption
• As IT investments go, social networking is cheap
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Tools You Can Use in 2009Mobility
• Thanks, Captain Obvious – however…• Get a Netbook – that’s mobility• Don’t need to have $$$ smartphones to get value from
mobility• Mobile VoIP services offered in many flavors• Good software solutions available now to make the
mobile experience more manageable – and safer• Same for voice-activated services• With SIP Trunking, the LAN can be extended to the
mobile user to support FMC applications
29
Tools You Can Use in 2009Mashups
• “but Mama, that’s where the fun is…”• Mashups are fun for your kids, but in business they
actually have very practical, high-value uses• No shortage of mashup developers/applications for
business, many of which have a vertical focus• If you don’t see one you like, they’ll build it for you• SIP Trunking allows you try mashups in any manner
you like – it’s a low cost, low risk, fast ROI tool• Wild West for mashups – lots of opportunity to use
them to create differentiation – go for it
30
Thank You!Questions?
Jon ArnoldPrincipal, J Arnold & AssociatesP: 416/907 8659E: [email protected]: http://www.ipcom-insights.com/blog/jonW: www.jarnoldassociates.com