2009 Technology Roadmap:

SIP Trunking and Beyond

Prepared Exclusively for:SIP Trunking Seminars,

Sponsored by IngateMonday, Feb. 2, 2009

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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

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THE CASE FOR SIP TRUNKINGPart 1

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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

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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

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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

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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

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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

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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.

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THE BIG PICTURE – KEY TRENDS SHAPING THE TECHNOLOGY

ROADMAP TODAY

Part 2

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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…

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The Bigger PictureKey Trends Shaping the Roadmap

Four Trend Types

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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

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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 COMMUNICATIONS TOOLS YOU CAN USE TO SURVIVE IN 2009

Part 3

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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

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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

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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

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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

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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

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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

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Thank You!Questions?

Jon ArnoldPrincipal, J Arnold & AssociatesP: 416/907 8659E: jon@jarnoldassociates.comB: http://www.ipcom-insights.com/blog/jonW: www.jarnoldassociates.com