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Market Strategyand AnalyticsPartners, LLC
Copyright © 2011 Page 1
February, 2011
. . . BECAUSE IN BUSINESS, SOMETIMES THE WINDOW OF OPPORTUNITY IS LIMITED
RUN!
prepared for:
UC and Service Providers
Ingate’s SIP – Unified Communications
Summit
Market Strategyand AnalyticsPartners, LLC
Copyright © 2011 Page 2
Market Strategyand AnalyticsPartners, LLC
Copyright © 2011 Page 3
S
Market Strategyand AnalyticsPartners, LLC
TopicsBefore we Start
UC Definitions and Description and Vendor Evolution
Some UC Research
Types of UC Architectures
SPs – SIP and UC
What to do …
Discussion
Copyright © 2011 Page 4
Market Strategyand AnalyticsPartners, LLC
So, Who Are You?Audience Demographics Poll End-User Enterprise >500 employees
End-User Small Business <500 employees
Service Provider Traditional
Service Provider Non-Traditional
Route-to-Market
Vendor
Other
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Market Strategyand AnalyticsPartners, LLC
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Unified Communications
from UCStrategies.com
Unified Communications
from UCStrategies.com
UC integrates real-time and non-real time communications with business processes and requirements. Uses presence capabilities for
coordination, and presents a consistent unified user interface and experience across
multiple devices and media types
Market Strategyand AnalyticsPartners, LLC
What is Unified Communications
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Market Strategyand AnalyticsPartners, LLC
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Market Strategyand AnalyticsPartners, LLC
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And UC Comes From 2 BasesAnd UC Comes From 2 Bases
Market Strategyand AnalyticsPartners, LLC
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Market Strategyand AnalyticsPartners, LLC
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Market Strategyand AnalyticsPartners, LLC
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Some UC Research Some UC Research
Market Strategyand AnalyticsPartners, LLC
New Research About SIP Adoption/Applications Shows Tight
Coupling with UC
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Source:
Market Strategyand AnalyticsPartners, LLC
VoIP Penetration Forecast to Reach 79% of US Businesses by 2013
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VoIP penetration among US businesses will increase rapidly over the next few years, reaching 79% by 2013, compared to 42% at the end of 2009, reports In-Stat (http://www.in-stat.com). This penetration reflects companies having a VoIP solution deployed in at least one location.
Hosted IP Centrex has now surpassed Broadband IP Telephony as the leading revenue-generating, carrier-based business VoIP solution.
33% of businesses that have already deployed VoIP solutions report that recent economic conditions have caused them to slow additional deployment plans, compared to 30% reporting no change in plans.
Broadband IP Telephony revenues continue to grow and will more than double by 2013, compared to 2008. This growth will be fueled by single-user applications among increasingly distributed and mobile workforces.
This Market Alert is drawn from the In-Stat research, U S Business VoIP Overview: Optimization Trumps Expansion
Market Strategyand AnalyticsPartners, LLC
Gartner’s Views of Corporate Telephony and UC
Differ Significantly
Copyright © 2011 Page 15
Market Strategyand AnalyticsPartners, LLC
Gartner’s 2010 UCaaS MQ for North America,
Again Named No Players to Leaders Quadrant Large Telephone
Companies AT&T, Verizon, BT,
Bell Canada
Large UC Vendors Cisco, Microsoft, IBM
UCaaS Specialists CallTower, Cypress
Communications, PanTerra Networks, Thinking Phone Networks, LightEdge Solutions
Wildcards Google, Skype
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Market Strategyand AnalyticsPartners, LLC
What of UC: UC Capabilities by User Interest
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Unified messaging (e.g., email/voice-
mail/instant messag-ing integration)
13%
Desktop videocon-ferencing
13%
Telepresence technology
13%Cellular/Wi-Fi integration 12%
Corporate videocon-ferencing
11%
Speech recognition 10%
IP Telephony 10%
VoIP 9%
Smart phones 9%
Unified Communications Technologies of Interest
Source: CIO Magazine, 2009
Market Strategyand AnalyticsPartners, LLC
When of UC: UC Deployment Plans
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Currently using/running
32%
Planning to imple-ment within one year
20%Planning to imple-ment within 1-3 years
11%
Planning to imple-ment within 3-5 years
4%
No plans to implement
20%
Not sure 13%
Is your organization currently using or planning to implement uni-fied communications solutions (e.g., a set of products providing the same user interface and experience across various types of devices
and media)?
Source: CIO Magazine, 2009
Market Strategyand AnalyticsPartners, LLC
Why of UC: Perceptions of UC Benefits
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Increased produc-tivity 26%
Faster response time/delivery of
information 21%
Improved customer service 13%
Reduced travel costs 16%
Faster decision-making 12%
Better work/life balance
6%
Reduction in carbon footprint 3%
Not sure 2%
Which of the following do you consider the greatest benefits of unified communications? (select up to three) (base: among those
running unified communications solutions)
Source: CIO Magazine, 2009
Market Strategyand AnalyticsPartners, LLC
UC Decision Factors
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How important are the following factors in your decision to implement unified communications solutions?
Very important
Somewhat important
Not very important
Not at all important Not sure
Ease of implementation 49.90% 36.60% 5.60% 1.90% 6.10%
Ease of use 78.70% 13.60% 1.20% 0.70% 5.80%
End user/customer demand 47.70% 35.60% 6.80% 1.70% 8.20%
Level of service 54.20% 34.60% 3.90% 1.00% 6.30%
Price 51.30% 37.00% 4.60% 1.00% 6.10%
Product features 42.40% 42.60% 7.50% 1.20% 6.30%
ROI 56.90% 29.50% 5.60% 1.50% 6.50%
Technical support 47.50% 40.70% 4.80% 1.20% 5.80%
Source: CIO Magazine, 2009
Market Strategyand AnalyticsPartners, LLC
Copyright © 2011 Page 21
Types of UC ArchitecturesTypes of UC Architectures
but NO Diagrams
Market Strategyand AnalyticsPartners, LLC
Datacenter Platform ModelCentralize UC platforms in customer or SP (MSP-hosted) datacenter Becomes a Private or Public “Cloud” Service
New Architecture/Topology standard Supported by “virtually” all UC vendors
Common to all Models Deploy SIP Trunks to deliver services to corporate locations
with some degree of survivability in each location Gateways/SBCs and Failover to PSTN
Support Mobility/Teleworking in evolving methods FMC
VPN or not
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Market Strategyand AnalyticsPartners, LLC
Distributed on Premises ModelEssential UC component assets deployed in all company locations Ownership/financing models evolving – some “Utility
Pricing” emerging
Networking/integration complex and provides opportunities for professional services
Primary situation today – includes lots of legacy and non-SIP-enabled equipment – and multi-vendor
Common to all Models Deploy SIP Trunks to deliver services to corporate locations
with some degree of survivability in each location Gateways/SBCs and Failover to PSTN
Support Mobility/Teleworking in evolving methods FMC
VPN or not
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Market Strategyand AnalyticsPartners, LLC
Hybrid ModelSome locations served out of centralized private or public (hosted) datacenter platform
Balance of locations/users either served with on-prem or cloud/hosted solutions
Most companies will face this through migration period, if not “end-state”
Common to all Models Deploy SIP Trunks to deliver services to corporate locations
with some degree of survivability in each location Gateways/SBCs and Failover to PSTN
Support Mobility/Teleworking in evolving methods FMC
VPN or not
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Market Strategyand AnalyticsPartners, LLC
Delivery Models – Lots of ConfusionManaged vs. Hosted Not just “On-Prem” vs. “Cloud”
What is done by the provider and customer or third-party
The financial model Mix of Capital and Operating financial arrangements
Perhaps moving to “Utility” pricing
Who Delivers? Vendors
VARs/VADs/SIs
SPs
OTTs
Other?
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Market Strategyand AnalyticsPartners, LLC
How Does SIP and UC Get to These 27M US Businesses (RTMs)?
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<250,000 businesses have >50 employees
The mean SMB employer (0-999 employees) had one location and 11 employees
Among just the medium sized firms (100-999 employees) the average business has 5 locations and 239 employees
Large businesses (1000+ employees), on the other hand, had 62 locations and 3,300 employees
The median employer size was about 2 employees for SMB firms and 1,900 employees for large firms
Market Strategyand AnalyticsPartners, LLC
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SPs – SIP and UCSPs – SIP and UC
Market Strategyand AnalyticsPartners, LLC
UC Relevant SP Types and CharacteristicsTraditional Telcos Historical Network Services Focus – but at odds with SIP
(although diminishing)
Long Voice Heritage – Centrex, PBX and Key Systems
Extensive Customer Base and “Channels”
Mobility Big Driver
Wrestling with Hosted/Cloud and On-Prem models
Legacy migration/transformation is major issue
Triple/Quad play migrates from Consumer to Business, generally from small to large
Likely to Deploy Multiple Vendors’ Solutions – often driven by Customer Choice
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Market Strategyand AnalyticsPartners, LLC
UC Relevant SP Types and CharacteristicsCompetitive Telcos Created to compete with traditional SPs
Faster to adopt new technologies to deliver services Easier to transition the UC and SIP as less legacy
May deploy multiple UC solutions from multiple vendors
Major competition is services, price and customer care
Ubiquity is a challenge
Channel coverage is also challenging … Partnering models evolving for expertise and geographic
coverage
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Market Strategyand AnalyticsPartners, LLC
UC Relevant SP Types and CharacteristicsCableCos Just entering business markets with, generally, hosted VoIP
voice Offers, channels and models being developed
Start at small end and evolve upward
Initially a price competition vs. incumbent
UC may be a way off, as are SIP trunks, especially on owned networks
May be distracted by desire to add mobility to keep consumer presence
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Market Strategyand AnalyticsPartners, LLC
UC Relevant SP Types and CharacteristicsITSPs/MSPs Built to provide hosted IPT
Many spawned locally/regionally across country Use technology from several players or internally developed
Generally target specific customer segment demographics Size
Multi-location
Verticals
Often Provide other “Managed Services” E-mail
Web site hosting
Desktop support
Adding UC capabilities
Often use other SPs’ SIP trunks
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Market Strategyand AnalyticsPartners, LLC
UC Relevant SP Types and CharacteristicsOTTs/Wild Cards Skype and Google are models here
Business/Enterprise segment is a new market for them
Providing infrastructure, like SIP trunks, will require partnering
Business models vastly different than traditional SPs Advertising and “Free”
Are they/will they ever be true SPs? Do they become regulated?
What customer segment focus?
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Market Strategyand AnalyticsPartners, LLC
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What to Do …What to Do …
Market Strategyand AnalyticsPartners, LLC
What to Do … Focus on the Business Process
Develop a Plan – Where does UC fit in IT Prioritization? What to accomplish
Build a team Business
IT
Finance
Maybe select an advisor/consultant
Do RFI/RFP
Choose Partner(s) SPs
Vendors
Other partners
Decide where to Start and How-to-Measure
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Market Strategyand AnalyticsPartners, LLC
About the Speaker and Additional Resources
Market Strategy and Analytics Partners custom designs marketing and sales strategies that are consistent with client core competencies, market focus and competitive environment, and coupled with operationalized go-to-market plans across the value chain to ensure elimination of bottlenecks and complete consideration of end-to-end financials. Our clients include equipment and software providers, service providers and information intense enterprises.
Founding Partners David Yedwab
Paul Robinson, PhD [email protected]
Find UCStrategies.com Use Case Study library at www.ucstrategies.com/unified-communications-case-study-library.aspx
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Market Strategyand AnalyticsPartners, LLC
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