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2011.02Product Strategy Team
Display Product Planning Part
Video Conference
Product Overview
Starting VC240
Sales Strategy
Reference
Videoconferencing
VoIPNetwork
ISDNPSTN
Other IPNetwork
ISDN Gateway
IP Gateway
Microsoft OCS Gateway
Management Server
†MCU VideoContents Server& IPVCR
Call ManagementEndpoint Management,Monitoring, Diag. and Reporting
Video Communication ServerSIP Proxy, Registrar,H.323 Gatekeeper
VoIP Terminal
TelepresenceRoom System
StandaloneVideo ConferenceSystem
All-in-OneVideoConferenceSystem
DesktopTelepresenceSystem
Video or VoicePhone
PC SoftwareSolution
A set of interactive telecommunication technologies Two or more locations to interact via two-way video and audio transmissions simultaneously A typical signaling protocol used in videoconferencing is H.323 and SIP.
†MCU : Multiparty Control Unit
SIP/H.323
Signaling Protocol - H.323
Endpoint A Endpoint B
Gatekeeper Registration
Gatekeeper
GatewayMCU
RRQ
RCF
RRQ : Registration Request
RCF :Registration ConfirmE.164 Number E.164 Number
H.323 Call through Gatekeeper
Gatekeeper
ARQ
(Admission
ReQuest)
5. Audio/Video Stream
ARQACFACF
(Admission
ConFirm)
H.323 Signaling
RTP Stream
H.323 messages are binary protocol which allows for efficient message processing Allows any users to dial IP based endpoints using:
- †E.164 aliases- H.323 IDs
* H.323 is now gradually being replaced by SIP as the dominate signaling protocol for VoIP Call Control.
However H.323 is still being massively deployed.
†E.164 : an ITU-T recommendation which defines the international public telecommunication numbering plan used in the PSTN and
some other data networks. It also defines the format of telephone numbers.
Signaling Protocol – SIP (Session Initiation Protocol)
[email protected] [email protected]
SIP Registration
SIP registrar
GatewayMCU
[email protected] [email protected]
SIP Call through SIP Server
SIP registrar
1. INVITE
[email protected] 2. INVITE
3. Ok4. Ok
5. Audio/Video Stream
SIP Signaling
RTP Stream
REGISTER
SIP is end-to-end, client-server session signaling protocol SIP messages are text-based Allows any users to dial IP based endpoints using:
- †URI (ex. [email protected])
• SIP has been standardized and governed primarily by the IETF, while other protocols, such as H.323,
have traditionally been associated with the International Telecommunication Union (ITU).
† URI: Uniform Resource Identifier is a string of characters used to identify a name or a resource on the Internet. Such identification
enables interaction with representations of the resource over a network (typically the WWW) using specific protocols.
Product Overview (VC240)
Features and Specifications
High Resolution Monitor with Integrated HD Video Conferencing
Jointly developed combining the technologies of RADVISION and SAMSUNG
†SVC : Scalable Video Coding works with Radvision’s MCU only
Product Design- Integrated 23.6” wide-screen- Full HD (1920x1080, 16:9) LCD Monitor- HD CMOS sensor camera- Remote Control
Video Conference- Capable of providing up to HD video (720p@30fps)- Interoperability with SIP endpoint and H.323 systems- Supports H.264 †SVC, H.264 and H.263 video- Supports G.722.1, G.722, G.711 and G.729 audio- Data Collaboration with H.239 Protocol
Product Deployment Scenario
PBX
Mobile
Phone
3G Mobile Phone
Business TripExternal Business PartnerTelecommuting
Conference Room (HD)
PC Desktop
PC User
IP Phone
IP PBX
ISDN Meeting Room
3G Gateway
Telepresence
Meeting Room (SD)
ISDN Gateway
Video Phone
WCDMA
Internet
Multiparty Control Unit (MCU)
Video Communication Server
(H.323/SIP)
Firewall
Product Positioning
Video Telephony - Provides Executive point to point calls- Caters for video conferencing endpoint for small meeting rooms- Video Phone extension
Video Acceleration - Video communications without external/separated PC computational power
Messaging• As easy as making a call• No need for high end PC/laptop to communicate in HD
Executive Client- Superior video quality with no dependency on PC HW
(1) Press , enter the IP address of the other side
(2) Press
(4) Screen is changed to remote caller’s picture.
Starting VC240 – Making a Call
connected
call
answer
- You can choose the various screen layout with
pressing
(1) Press to start Presentation during a call.
Starting VC240 – Presentation
You can transmit and receive PC presentations during the video meeting.
- The Presentation function is available only during an H.323 call. And only one caller can give a Presentation at a time.
(2) The Presentation gets started.
request
approve
presentation
Starting VC240 - Screen Layout
The image of the remote party will appear when your call is accepted. The layout button can be used to change the screen layout of yours and the remote caller’s as required. Each time you press, the screen layout will change as shown below.
In DVI or PC mode In †VC mode
PressPress
† VC mode : Video Conference mode
Side by Side
Tandberg EX90 LG Executive SAMSUNG VC240
Design
Live In Video 1080p30 720p30 720p30
Multi-way calling 3 2 2
Multisite O X X
Advanced layouts Yes No Yes
Encryption Yes Yes No
NAT Traversal Yes Yes Yes (H.323 Only)
LDAP Client Yes Yes No
To support a variety of layout is an advantage over competitors. †LDAP client and H.235 Authentication (& Encryption) will be available in August 2011.
†LDAP : The Lightweight Directory Access Protocol (LDAP) is an application protocol for reading and editing directories over an IP
network. A directory in this sense is an organized set of records: for example, a telephone directory is an alphabetical list of persons
and organizations with an address and phone number in each "record".
Interoperability (1)
VC240 calls to the endpoint were tested. On each set of calls, sharpness and motion testing was performed using the H.323 and SIP protocols. Various bit rates were used.
Vendor Codec Version HD
Protocols
H.323
H.239 H.460 SIP
AethraX3 V12_1_10 √ h.263 nt nt
X5 V12_1_19 √ h.263 nt nt
LifeSize
Passport LS_PP1_4.3.0 (60) √ √ h.264 √ √
Express LS_EX1_4.0.3(5) √ √ h.264 √ √
Room200+Internal MCU LS_RM2_4.5.6(2) √ √ h.264 √ √
Polycom
PVX 8.0.2.0235 √ √ h.263 nt nt
HDX4000 2.5.0.2-3395 √ √ h.264 √ √
HDX8006+Internal MCU 2.6.0.0.-4740 √ √ h.264 √ √
HDX9002+Internal MCU 2.6.0.0-4740 √ √ h.264 √ √
VSX7000 9.0.6 √ h.263 √ √
VSX5000 9.0.6 √ h.263 nt nt
VVX1500 √ nt nt nt
RMX2000 RMS 6.0.0.105 √ √ h.264/h.263 nt √
MGC50 8.0.2.6 √ √ h.263 na nt
VS512 7.5.4 √ Na na na
Note: In Motion tests, the results are the same as in Sharpness tests for bandwidths above 384 Kbps.
Note: In the following tables the √ symbol indicates support or passed test. nt indicates not tested. na indicates not applicable. The high
definition column is headed HD.
Interoperability (2)
Vendor Codec Version HD
Protocols
H.323 H.239H.46
0SIP
RADVISION
SCOPIA Desktop 7.17.1.200.298
MCU-7.1.2.13.4√ √ h.264 na na
SCOPIA Desktop 7.5.17.5.0.0.225
MCU 7.5.1.9.2√ √ h.264 na na
SCOPIA XT Desktop 2.0.100.255 √ √ h.264 √ √
SCOPIA XT1000 + Internal MCU 02.00.0115 √ √ h.264 √ √
SCOPIA Elite 7.5.1 7.5.1.9.2 √ √ h.264/h.263
nt nt
SCOPIA Elite 7.1 7.1.2.13.4 √ √ h.264 nt nt
SCOPIA MCU 5.7 5.7.2.0.3 √ √ h.264 nt nt
SCOPIA ISDN Gateway 5.7.2.0.25 nt √ h.264 nt nt
SONY
PCS-1 03.42 √ nt nt na
TL-50 02.42 √ h.263 nt na
G-70 02.65 √ h.263 nt na
XG80 2.03.00 √ √ h.264 √ √
CISCO / Tandberg
T1000 BP-808 √ √ nt
MXP990 F9.0.1 NTSC √ h.263 √ √
1700MXP F7.2 PAL √ h.263 √ √
6000E E5.3 PAL √ h.263 √ √
6000MXP + Internal MCU F9.0.1 PAL √ h.263 √ √
EX90 TC3.1.1.217321B2 √ √ h.264 √ √
C20 TC 3.1.0.215436 √ √ h.264 √ √
C40 TC3.1.0.215436 √ √ h.264 √ √
C90 TC4.0.1240265 √ √ h.264 √ √
Codian 4505 2.2(1.12) √ √ h.264 √ √
Sales Strategy - Channel structure
As-Is (2010) To-Be (2011)
- Weak Radvision’s channel reach
. Polycom/Tandberg reseller hesitate
to be Radvision reseller
- Weak Radvision’s end-customer
base
Drawbacks:
End customer
Reseller
Radvision
Sales
Channel Structure
Sales
End customer
Reseller
RadvisionVideo
Conferencing Resellers including Tandberg, Polycom,
Radvision etc
Need to be set up newly
Channel Structure
Leverage:
- Resellers selling other companies’ infra
. Many Polycom/Tandberg resellers are already
our partner: Integrating our LFD with infra
- Our strong end customer
base/relationship
• VC240 is a part of Solution consisting of other Infra equipments such as MCU, Network• Thus Cooperation with Radvision who has expertise in Infra is strongly required• Once biz opportunity is identified, co-work with Radvision to maximize success
Sales Strategy - Cooperation with Radvision
SW Service Level Radvision Deliverables
Reseller
End customer Service by
Reseller
- General info- Configuration- Upgrade- Error trace
* Level 1 & 2
* Level 3 & 4 Service by Radvision
- Bug repairs- Trouble shooting- Code fix
- 1yr to Reseller- Reseller to buy extended service
. Directly from Radvision
. Price 3% of MSRP
SW Maintenance & Support Service
Structure Sales Infrastructure
Reseller
End customer
- Mktg collateral
- Training
- Response Query (Within
24hrs)
Radvision
RadvisionSales
Sales Support
Radvision Sales+RFI/RFP
• SW on VC240 is finally developed & released by Radvision. • Thus SW tech service & sales support required from Radvision
Detail
description in
Appendix
Sales Strategy - Pricing
Product Positioning Pricing Strategy
Price Competiveness
Samsung Competitors
23.6”,
720p
20” ~ 24”,
720p
Polycom
$3,000
(L/Price)
$7,000~ $11,000
(L/Price)
- Samsung offers the best cost-effective product
Tandberg
No compromising from our
margin/price
SEC sub
Reseller
End user
- Market at early emerging stage
- Demand is not sensitive to price
Channel Margin structure
Don’t compromise our margin a lotWe’re already offering the best cost-effective product
Normally 100% gap
Transfer price Samsung to resellerEg) $1.5K
End user price: eg) $3K
- Due to nature of market, reseller taking big margin
- Resellers to offer expertise/customized SVC to end-user
- We need to give reseller better margin to expand our
sales network
• Discounting price doesn’t guarantee more sales
Suggested MSRP of VC240: $3,000 (excluding VAT)
18/28
Components of Radvision Solution
• SCOPIA Elite MCUElite MCU's advanced media processing supports 1080p HD. The SCOPIA Elite MCU can be configured from 10 to 30 ports of high definition Continuous Presence.
• SCOPIA GatewayIt provides seamless connectivity between different networks and standards to deliver feature-rich, reliable, multimedia conferencing and communications.
• SCOPIA PathFinder Firewall TraversalThe SCOPIA PathFinder provides a firewall and NAT traversal solution enabling secure connectivity between enterprise networks and remote sites.
• SCOPIA iVIEW Management SuiteThis solution is a set of management, control and scheduling applications providing robust network management and easy-to-use conference scheduling. The network management component provides enterprises with a single access point to managing all their videoconferencing network devices including SCOPIA Infrastructure components
• SCOPIA ECS Gatekeeper The SCOPIA ECS Gatekeeper provides standalone address resolution functionality in H.323 networks.
Radvision Contact (1)
APAC Region : • China – Elisa (Yue Gao) Phone: +861-370106-5040
• Japan – Nishimura san Phone: +81-9044536348
• South Korea – Min Lee Phone: +82-1036606468
• HK, TW, PH – Alfred Ng Phone: +852-92246035
• All other APAC countries - Dayana Poller
Phone: + 852-90365678
Europe / Africa : • Amir Levy - AVP Strategic Accounts EMEA & CALA Tel: +972 3 7679582 Mobile: +972 54 7769582 UK: +44 208 7563202 UK Mobile: +44 7903347052 Email: [email protected] Skype: effelump WWW.RADVISION.COM
South America• Brazil - Sidnei Czarny Phone: +55.11.83700663 [email protected]
Central America• Mexico - Guillermo Nava Rudiger [email protected]
Radvision Contact (2) – USA
SOUTHCENTRALSOUTHCENTRALSOUTHCENTRALSOUTHCENTRAL
SOUTHEASTSOUTHEASTSOUTHEASTSOUTHEAST
DC
MD
RI
SOUTHWESTSOUTHWESTSOUTHWESTSOUTHWEST
Mike Stokes (CA South) OPEN Todd Clarke Jay Machen Krisann Lucrezi OPEN Tom Burns408-470-1506 512-363-7424 (Mobile) 201-566-0864 (Mobile) 440-352-4146 201-689-6323408-220-3192 (Mobile) [email protected] [email protected] 440-319-2139 (Mobile) 201-328-2780 (Mobile)[email protected] [email protected] [email protected] Sidnei Czarny –Latin America (CALA) Guillermo Nava Rudiger - Mexico OPEN – Federal DOD/Civilian 201-689-6328 (Local) / 55-11-9672-0909 (Mobile) 52-222-225-4828/52-1-222-217-3393 (mobile) [email protected] [email protected]
Vic DeBernardisGeneral Manager of the [email protected]
Anne PrinceManager, VBU Sales Admin201-689-6360201-486-5813 (Mobile)[email protected]
NORTHEASTNORTHEASTNORTHEASTNORTHEAST
WY
PA
WA
OR
NV
ID
MT
UT
AZ
CO
TX
OK
NE
MN
IA
MO
LA
TN
AL
WI
FL
GA
KY
MI
NC
WV
NY
ME
NJ
CT
DE
NH
OHINIL
MSSC
KS
AR
SD
ND
VT
MA
NORTHWESTNORTHWESTNORTHWESTNORTHWEST
NM
AK
Cynthia HernandezMaintenance/Renewals408-470-1507408-215-8107 (Mobile)[email protected]
HI
Chris HendersonChannel Sales - West480-268-1051 (Mobile)[email protected]
Laurie BergMarketing Manager, Americas603-666-6201603-233-5716 (Mobile)[email protected]
N. CA
S. CA
George KloakChannel Sales – East201-689-6369201-522-4611 (Mobile)[email protected]
Jenna WallsDirector of America’s Channel Sales636-587-3767314-422-7220 (Mobile)[email protected]
VA
CENTRALCENTRALCENTRALCENTRAL
NORTHCENTRALNORTHCENTRALNORTHCENTRALNORTHCENTRAL
Support Levels
SW Support Levels
22/29
Level 1:Support includes the ability to provide general Product information and configuration and Upgrade support; collect relevant technical problem identification information including unit log traces; perform base problem determination; and provide basic support on the standard protocols and features.
Level 2:Support includes Level 1 Support plus the ability to support problem isolation and Product specification defect determination; provide lab simulation and interoperability testing; define an action plan; analyze traces; provide advanced support on all protocols and features; and reproduce Errors in a lab, diagnose problems remotely and provide complete steps to reproduce an Error.
Level 3:Support includes ability to perform Level 1 Support and Level 2 Support plus fixing or generating Work Around for Hardware Products and Software Products Errors and troubleshooting Errors that were not diagnosed during Level 2 Support. Level 3 Support is responsible for reporting Errors to Development Engineering, and acting as the relay for information to and from the End-User.
Level 4:Support includes ability to perform Levels 1,2,3 as well as code fixes and testing for bug repairs.
Terminology (1 of 2)
Description
H.264 H.264 is a standard for video compression, and is currently one of the most commonly used formats for the recording, compression, and distribution of high definition video.
H.263 H.263 is a video compression standard originally designed as a low-bitrate compressed format for video conferencing
URI Uniform Resource Identifier (URI) is a string of characters used to identify a name or a resource on the Internet like [email protected]
RTP/RTCP Reliable Transport Protocol / Reliable Transport Control Protocol
G.711 This is a narrowband audio codec that is common in all voice and videoconferencing endpoints in the world. The bandwidth used by this codec is 64kbps and its complexity is very low.
G.722 This is a wideband audio codec that is common in all video conferencing endpoints. The bandwidth is of 64kbps and the complexity is medium-low.
G.722.1 This audio codec provides a similar quality (wideband) as G.722 at lower bitrates (bandwidth) – 16, 24 and 32kbps. The complexity of this codec is medium.
G.729 A/BThis audio codec is similar is quality as G.711 and very common in the voice only IP-phones. It is also quite common in video conferencing endpoints. The bandwidth used by this codec is 8kbps and its complexity medium
AEC The Acoustic Echo Canceller is a very important part of the solution. The lack of good echo cancellation performance can be very annoying to the user when working in handsfree mode.
PLC Packet Loss Concealment is a mechanism that compensates for the loss of one or more packets due to network conditions.
AGC Automatic Gain Control is necessary to adapt to different speakers and distances of the speaker from the device.
VAD Voice Activity Detection is a mechanism that detects silence in the audio input and encodes those packets in a much more effective way than a regular audio packet.
AJBThe Adaptive Jitter Buffer is a crucial element in the chain handling the IP network conditions. It is responsible for handling jitter as well as out of order packets. This is also the module responsible for detecting packet loss.
Terminology (2 of 2)
Description
ISDN This is a set of communications standards for simultaneous digital transmission of voice, video, data, and other network services over the traditional circuits of the public switched telephone network.
3GPP
The 3rd Generation Partnership Project (3GPP) is a collaboration between groups of
telecommunications associations, to make a globally applicable third-generation 3G mobile phone
system specification within the scope of the International Mobile Telecommunications-2000 project of the
International Telecommunication Union (ITU).
TISPAN
The Telecoms & Internet converged Services & Protocols for Advanced Networks (TISPAN) is a standardization body of ETSI, specializing in fixed networks and Inernet convergence. It was formed in 2003 from the amalgamation of the ETSI bodies Telecommunications and Internet Protocol Harmonization Over Networks (TIPHON) and Services and Protocols for Advanced Networks (SPAN).
E.164 E.164 is an ITU-T recommendation which defines the international public telecommunication numbering plan used in the PSTN and some other data networks. It also defines the format of telephone numbers.
LDAP
The Lightweight Directory Access Protocol (LDAP) is an application protocol for reading and editing directories over an IP network. A directory in this sense is an organized set of records: for example, a telephone directory is an alphabetical list of persons and organizations with an address and phone number in each "record".
URIUniform Resource Identifier is a string of characters used to identify a name or a resource on the Internet. Such identification enables interaction with representations of the resource over a network (typically the WWW) using specific protocols.
