Cisco Ipt Seminar

8/9/2019 Cisco Ipt Seminar

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SMB Partner E-Seminar

IP Telephony


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IP Telephony

Welcome to the Cisco E-seminar on IP Telephony. This seminar is designed to give

sales professionals an overview of the importance of IP Telephony, the technologies

involved and the benefits of selling Ciscos IP Telephony solutions.

Introduction


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IP Telephony

In this seminar, we will first look at the dynamics and trends in the industry, and

explain why IP Telephony has become such an important subject for organisations.

Next, we will discuss what the business needs that are addressed by IP Telephony.

We will then introduce Cisco AVVID, Ciscos enterprise architecture that provides the

framework for todays converged communications. AVVID provides the infrastructure

for combining business and technology strategies into one cohesive model.

Next, we will discuss a typical deployment scenario.

And finally, we will explain why selling Ciscos IP Telephony is beneficial to both your

customers and your own company, as a Cisco reseller.

Objectives


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IP Telephony

Let us start with a look at the evolution of the market towards converged IP

Telephony solutions, and at some market research considerations and success stories.

The trend in the market is towards convergence; that is the bringing together of voice,

data and video onto a single network platform

If we take a recent survey from the META Group that asked businesses why they

would converge their network, we can define some clear drivers.

60% stated the major reason for converging networks was to reduce costs. Given the

current climate, this may appear a very sensible approach. The second clear driver was

to deploy new applications to improve employee productivity and customer care. And

thirdly, converged networks are expected to deliver increased revenues in the mid to

long term.

So when we consider what IP telephony brings to an organisation, we should always

keep in mind these two clear drivers reduced costs through converged networks and

new applications that drive productivity and improved customer care.

Convergence: Key Drivers


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IP Telephony

Convergence is happening at a fast pace. Research conducted by the Gartner Group

suggests that the total IP Telephony market has grown by 135 percent between 2000 and

2001. It also estimates that, by 2005, there will be more IP-based systems sold than

traditional PBX systems.

This means a rapid decline in PBX sales. This is no surprise as a Forrester Report showed

that global enterprises spend on average 16 million dollar on voice equipment each year,

with management being the largest part of this expenditure. In these circumstances, the

very significant savings to be made in the support and maintenance of IP Telephony are

compelling.

IP Telephony Market Growth


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IP Telephony

IP Telephony is now beginning to have a major impact in mainstream business

environments. To date, Cisco has shipped well over 1 million IP phones to over 5,000

customers worldwide. Cisco is market leader in IP Telephony in Europe, Middle East

and Africa with over 45% market share.

This is now a mainstream technology. At Cisco, all employees use IP telephony for

their daily business communications.

Throughout 2002, we have seen many small and medium companies converging their

networks to run IP Telephony in deployments from 20 phones to tens of thousands of

IP phones. For instance, Heinz has already around 3000 IP phones deployed and is in

the process of planning a pan-European rollout whilst mid sized businesses such asPaul Smith have successfully deployed around 250 IP phones.

IP Telephony Success


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IP Telephony

The success of IP Telephony will depend on the ability of vendors to deliver the

solutions required by the customer. The Gartner Group undertook a very extensive

survey to see just how prepared the vendor market was to deliver enterprise telephony

systems. It should be noted that this survey is on the entire enterprise telephony

market, not just IP Telephony

Gartner looked at the market from two points of view: a vendors completeness of

vision and its ability to execute. Together, these give a clear indication of the

completeness of an individual vendors offering. The further into the right-hand top

quadrant a vendor is, the better their offering.

From this, its clear that Cisco is the leader in both completeness of vision and abilityto execute.

EMEA Corporate Enterprise Telepony


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IP Telephony

Lets now have a closer look at the business needs for IP Telephony.

Lets start by considering the main challenges that organisations are facing today.

Many organisations have developed separate communications systems that are

fragmented. This was adequate when communications occurred just via the telephone

or by mail. But now every organisation has multiple channels of interaction: telephony,

voicemail, email, Web as well as traditional methods of fax or face-to-face. Yet,

customers want excellent service regardless of how they interact with the organisation.

Within the enterprise itself, there are different departments from sales and marketing

to finance and support. There are often fragmented communications across these

departments that breed inefficiencies and increase costs.

Underpinning all this, we have multiple networks and multiple technologies to support

this plethora of communications channels and interactions. As any IT manager will

readily say, trying to integrate these different types of communications using different

technology platforms is a very difficult task.

Business Communication Challenges


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IP Telephony

To help companies develop their converged communications strategy, Cisco developed

the Cisco AVVID architecture.

AVVID stands for Architecture for Voice, Video and Integrated Data. It provides the

intelligent network infrastructure for todays converged communications. As the

industrys leading enterprise-wide, standards-based network architecture, Cisco AVVID

provides the infrastructure for combining your business and technology strategies into

one cohesive model.

Clients, such as IP phones, computers and fax machines communicate with Ciscos

networking platforms, such as switches and routers. Ciscos Intelligent Network Services

enable this network to run any type of voice, video or data application, as the network ishighly resilient, available and aware of the type of the traffic running over it. The result

is that voice quality is as good or better than traditional telephone systems.

Moving to the Internet Middleware layer, Cisco can provide CallManager, which enables

PBX-like functions to be delivered to a wide range of client devices such as IP Phones,

SoftPhones and wireless devices. In addition, advanced applications such as IP contact

centre, voice messaging, unified messaging and other productivity applications can be

delivered with the AVVID architecture.

AVVID enables these applications to be fully integrated in business processes and applied

by Internet Business Solutions such as Supply Chain Management, Customer Care and

E-Commerce.

In summary, AVVID is the unique end-to-end architecture enabling converged

communications.

The Cisco AVVID Architecture


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IP Telephony

Voice solutions based on Cisco AVVID deliver proven return on investment and

competitive advantages to organisations.

Return on investment is realised through the benefits of consolidating multiple

networks into a single converged network. IP Telephony helps companies to reduce the

outlay cost when they add new sites. It also improves the efficiency of telecoms and

data departments, by helping them work together as a single team, to achieve short

and long term administrative savings. AVVID provides a highly scalable technology

platform to smoothly migrate from a traditional telephony environment. It scales

from a handful of users up to hundreds of thousands on the same IP Telephony

system.

Cisco IP Communications enable enterprises to migrate from traditional IP-based

communications at their own pace and thus deploy the applications they need when

they need them.

Improved productivity is delivered through access to a new range of productivity

applications, such as Unified Messaging, Softphones, Personal Assistants and IP

Contact centres. These applications increase employee efficiency and drive customer

service. Additionally, by using a common IP infrastructure and open standard

interfaces, innovative applications can be developed and rolled out very quickly.

A common enterprise infrastructure also gives employees ubiquitous access to voice,

data and video services anywhere they have access to the network. As a result, the

organisation becomes more agile in the way it reacts to changing business needs.

AVVID Voice solution Benefits


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IP Telephony

Let us now focus in on the IP Telephony architecture and explain it from a more

technical point of view. We will first define common terms used in this area of

communications.

One of the most common phrases used in this context is Voice over IP. It is the

generic term for the technology that turns voice traffic into IP packets. This technology

is the basis for transporting voice over an IP infrastructure. It is often used to describe

Toll Bypass this is the ability to transport voice across private networks as a means

of avoiding the per minute charging structure of public networks.

IP Telephony is more than Voice over IP or Toll Bypass. It is the provision of a full

end-to-end range of telephony services over an IP infrastructure. IP Telephony offersthe same sort of capability as traditional PBX systems but with far more flexible

deployment methods and additional functionality than previously possible.

Although Voice is carried across the network as IP packets, it has strict requirements

concerning "packet loss delay" and delay variation, to ensure that the voice

communication is of high quality.

The underlying network must deliver a guaranteed reliability and resilience, based

around Quality of Service and performance. It is the foundation for moving beyond

PBX-style voice applications to business communications applications that drive user

productivity and customer satisfaction.

The lack of Quality of Service in the public Internet means that although it is possible

to make calls across the Internet using Voice over IP, there is no guarantee of voice

quality. As such, this is not a suitable business solution.

Terminology


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IP Telephony

What does the architecture of traditional PBX phone systems look like?

Everything revolves around the Call Processing engine, that operates as the brains of

the systems. It provides key facilities, such as call routing, and advanced features like

call hold, call park, call pickup, conferencing and so on. Line cards link directly to

standard analogue or digital phones and trunk connections to the public or private

networks. The switching element interconnects the other 3 components.

In addition to providing all the end-user facilities, this basic architecture looks after

the network capabilities between multiple PBXs, and allows redundancy to be built

into the PBX system itself. It is a fairly resilient and functional system, but it does have

serious deficiencies.

Although scalable in its own way, this architecture poses major challenges when trying

to deploy solutions to different sizes of site or when trying to create a single solution

that will work across a variety of sites.

Furthermore, it has been designed solely to handle voice traffic. So, as we move more

and more towards converged networks, its ability to integrate data and video with

voice becomes an impediment to a smooth migration of networks.

And there is a consequent network administration overhead, from having to operate

separate networks for voice and data and potentially video.

Classic PBX Architecture


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IP Telephony

o So in what respect is an IP Telephony environment different?

o Although at first glance, this diagram looks similar to the PBX architecture, there is

one important key difference. In a distributed IP Telephony architecture, we take the

key components and deploy them on separate platforms. The separate system

components are linked via an IP network.

o Now, call processing has its own dedicated server. Trunk connections are made using

a voice-enabled router, often called a gateway, and the switching function is now

carried out by separate Ethernet LAN switches that connect directly to IP phones.

o The benefit of this approach comes not only from the extra power of having

dedicated servers for each part of the architecture. There is also the flexibility to

design an IP Telephony network with these components placed wherever required or

desired.

IP Telephony Architecture


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IP Telephony

In other words, IP telephony removes the need for a single monolithic architecture that

has been imposed by traditional PBX systems.

Dedicated line cards are no longer required to connect IP phones, any LAN port or

any other intelligent voice devices like a PC SoftPhone will suffice. But, more

importantly, a complete PBX system is no longer needed at every site that needs to be

connected.

By separating the architecture components, we allow them to be distributed

throughout the network. For instance, call processing can be centralised at the head

office and gateways can be used to connect sites over either a private or public

network.

IP Telephony Architecture


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IP Telephony

Cisco Catalyst switches are key components of the AVVID infrastructure for voice.

Besides LAN switching, Catalyst switches provide a single integrated platform for

Quality-of-Service based Ethernet switching, IP routing and Voice gateway services.

This approach not only brings cost and administration benefits of integrating all this

within a single chassis to deploy data, voice and video throughout the organisation. It

also facilitates the enhanced reliability and Quality of Service, essential for converged

business communications.

In addition, inline power allows for the flexible deployment of IP phones around the

network, as power is delivered via the Ethernet jack, so phones do not require

individual power points to operate.

Voice-enabled routers have the capability to connect to both the IP WAN and the

public PSTN network. Not only does this provide for a Toll Bypass capability to

reduce call costs, it also builds availability by allowing for a seamless switch to PSTN

services if the IP WAN is in danger of reaching capacity

Chassis-based Catalyst switches also have the capability to act as gateways when fitted

with multi-service router cards.

Basic Building Blocks


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IP Telephony

Cisco CallManager provides the call processing in the IP telephony solution. The

application extends enterprise telephony features and capabilities to packet telephony

network devices, Voice over IP gateways and multimedia applications. This includes

call processing, call control and feature control. Advanced voice, data and video

services - such as multimedia conferencing, interactive contact centres interact with

the IP telephony solution through the open telephony APIs of the Cisco CallManager.

Cisco CallManager can be deployed on Cisco provided servers or specific third party

servers from Compaq or IBM. It hosts the interfaces for integrating with third party

solutions. Its configuration is browser-based, which allows manageability from any

platform and location.

In addition, the CallManager ensures the networks high scalability and availability.

This is accomplished by clustering a number of call processing servers together to

deliver a single call processing solution across the whole campus or network. The

capability of clustering multiple call-processing servers in an IP network is unique to

Cisco. Scalability up to 10,000 users per cluster is provided. By interlinking multiple

clusters, that figure rises to 100,000. Clustering aggregates the power of multiple,

distributed Cisco CallManagers, enhancing the scalability and accessibility of the

servers to phones, gateways and applications.

Cisco CallManager


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IP Telephony

Cisco has a wide range of IP telephones covering everything from low-end solutions to

feature-rich solutions which offer more than just the normal telephone capability.

These communication devices are not simple replacements for traditional digital

handsets. A wide range of applications is emerging to add value to the IP phone.

Features like the PC-based SoftPhones, line and button expansion units and IP

conference phones are also available. Higher value applications are also beginning to

emerge. The move from the traditional handset to the IP phone is akin to the move

from the typewriter to the PC.

Most models of Ciscos IP phone range support inline power that delivers the power

for the phone across the network cabling. This means it requires no changes to thecabling and does not impact any data performance. Some of the phones also contain

Ethernet switch ports that allow a PC or similar device to be attached to the phone

itself, thus sharing the cabling and switch port within the network. In this case, one

wire to the desktop is sufficient, bringing significant cost savings.

Range of Cisco IP Phones


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IP Telephony

One of the most significant benefits of a converged network is the range of

applications that can quickly and easily be deployed. These applications deliver

employees the tools they need to be more productive and to deliver improved service

to customers.

IP Telephony delivers much more than voice services; it opens the way to other

productivity enhancing applications. One example of this is Unified Messaging, which

allows you to access all message types voice, fax, or email from a single message

store and through a single interface. This is highly relevant for a mobile workforce

that now has simple access to all their messages while on the move.

Information Technology costs are also greatly reduced with Unified Messaging as theIT department has a single system to buy, manage and maintain.

IP Telephony allows you to deliver customer contacts from phone, email or web to any

employee in your organisation enabling you to utilise the most appropriate answering

resource in every interaction.

Converged IP Applications


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IP Telephony

So how can this communications architecture be applied in a small and medium

businesses network environment? Lets have a look at a typical deployment scenario.

Lets take the case of a company with multiple sites: the headquarters site, a regional

office, a branch office, and some telecommuters and home office workers. The head

office as well as the remote offices have their own local networks and are connected to

a company wide, private IP WAN. The telecommuters connect to the company

network with DSL.

All of these sites have, of course, voice communication requirements.

In this example, call processing and technology can be centralised at the headquarters,

instead of having telephony equipment at each site. Remote sites make use of this

functionality through voice-enabled routers, which are also connected to the PSTN for

external calls and for redundancy purposes.

Teleworkers connect to this IP Telephony network through, for instance DSL

connections. They can either connect directly into the company network or use a

VPN tunnel through the Internet.

The end result is one virtual system which gives employees complete mobility, by

enabling seamless access to voice, data and video services from anywhere.

Deploying IP Telephony


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IP Telephony

Why is Ciscos IP Telephony solution suited to the needs of small and medium

businesses? Let us have a look at the most important features and advantages and

explain what the key selling points are.

Cisco is recognised as the market leader in LAN, WAN and IP Telephony products.

All of these products are fully compatible with eachother and with the installed Cisco

base.

A converged solution brings many savings to companies with respect to single network

and productivity enhancing applications.

Ciscos IP Telephony products are highly available, scalable and open platform. Thus,the investment is protected for many years to come.

Cisco has further enhanced and complemented its own IP Telephony portfolio

applications, products and services from key ecosystem partners.

Finally, Cisco provides world-class services and support, to help companies

successfully implement their IP Telephony solutions.

Why Cisco for IP Telephony?


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IP Telephony

So where are the opportunities for you as a Cisco reseller to sell converge networks to

your customers? Lets highlight four key areas that provide indicators as to when it is

the right time to move to IP Telephony.

First, when there is structural change within a company, there is a real opportunity to

assess existing solutions and identify where benefits can be gained. For example:

moving into a new building, major refurbishment work or a multi-site branch network

that needs consolidating.

Of course, end-of-life contracts on maintenance for existing PBX or Centrex systems

indicates a need to review the communications strategy. This is an ideal time to

evaluate the cost implications of convergence.

There are also clear productivity issues that open the door for convergence. For

instance, it may be required to virtualise or add multimedia functionality to a contact

centre or to utilise resources throughout the organisation that are not held centrally.

Finally, IP technologies can improve efficiencies. For instance, in certain vertical

environments that are not traditionally PC rich, Web-based content can be pushed to

the IP phone without the need to invest in costly PCs. And where facilities are

challenged, for example a high level of staff moves or a highly mobile workforce, IP

Telephony can actually reduce the amount of real estate needed.

IP Telephone Opportunities


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IP Telephony

For Cisco Resellers, selling IP Telephony Solutions will increase the value of the sale by

2 or 3 times or even more.

Selling IP Telephony will almost always require additional infrastructure products

sales.

It will enable you to become the convergent incumbent supplier for voice and data. As

such, it will strengthen your position in the account and differentiate yourself from

competitors

And, most importantly, it will reinforce your position as the trusted advisor to the

customer.

Why Sell IP Telephony?


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Cisco Systems Limited10 New Square, Bedfont Lakes

Feltham, MiddlesexTW14 8HA

Tel: +44 (0)208 824 1000 Fax: +44 (0)208 824 1001

Copyright 2002, Cisco Systems, Inc. All rights reserved.Cisco Systems and the Cisco Systems Logo are registered trademarks, and Empowering the Internet Generation is a service mark, of Cisco Systems, Inc. and its affiliates in certain other countries.

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