SIP as an Enabling Technology

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Michael Taylor

Chief Technology Officer

973.359.8516

[email protected]

Jeffery Bryce

Manager Sales Engineering

917.825.9700

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Agenda

• Acceptance of SIP

• SIP Economics?

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 SIP Disaggregates Voice Networks

 Runs on TCP, UDP or SCT protocols

 More cost effective that IP

 Can carry rich UC to interconnect applications more effectively

Line Centric User Centric

Voice Calls Multimedia Sessions

Administered User Control

Individual Routing Centralized Policy

0 50 100 150 200 250 300 2008 2009 2010 2011 2012 2013 2014 2015 ($ M ) December 2009 Forecast May 2008 Forecast Source: IDC

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• Better Manageability

– SIP is easy to learn, develop, troubleshoot and support – Modeled after HTTP, easier to understand and interpret – Single network for all communications

• Enhanced scalability

– From single road warrior to small branch to carrier-class enterprise solutions with common applications and user experience

• Lower Communications and Business Costs

– Cost saving SIP trunking – Reduced PBX hardware

– Minimize travel with collaborative applications

– Leverage multimodal communications to eliminate the costs of delayed decision making

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SIP Trunking Setting the Stage: Voice as an Application Multiple PRIs Local LEC #1 Local LEC #2 Local LEC #3 Headquarters Multiple PRIs Single PRI

Medium Branch Location Small Retail Location

Data Center PSTN Internet IP Access Local LEC #1 Local LEC #2

Incoming Calls Long Distance Carrier (s)

Contact Centers incur usage and DNIS delivery fees, remote call forwarding fees, and higher

toll-free usage costs

Retail Store Fronts

Central or Network IVR

Small sites have dramatic under-utilization

Inefficient, costly local PRI connections from all sites; no bandwidth sharing Separate dedicated IP and PSTN

connections

Multiple vendors for coverage, local services

Enterprise MPLS / WAN

Inbound/Outbound via Carriers

 Complex to manage for local, domestic and international calling

 Costly and Inefficient legacy POTs / ISDN / RCF

 Sub-optimal uptime / longer MTTR caused by multiple vendors

 Inefficient Contact Centers that don‟t deliver customer satisfaction

Contact Center

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Case Study

Example: 1,250 Seat Organization

• 5:1 User-to-SIP Trunk drives 250 sessions – (11) T1 equivalent

• $4,050 savings per month

– $57.60 per channel month for PRI – $41.40 per channel month for SIP

– $16.2 savings per month x 300 channels

– Gartner report: http://www.gartner.com/id=1378124

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REAL LIFE USE CASE

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Situation

• Had to Cut Cost to Stay Competitive

• Uneven feature delivery across enterprise

• Aging Real-time Communications Infrastructure

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Benefits

• Financial Benefits $1.2 Million Annually

– Centralization Reduce Number of Trunks Required – Eliminate Local Access Circuits

– Eliminate T1 Hardware – Cards, Slots, Carriers

• Potential for Additional Savings of $5 Million by extending Infrastructure to Their Retail Stores

• Enhanced Disaster Recovery Capabilities

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SIP Reduction in Hardware Costs

Reduce HARDWARE components Reduce FOOTPRINT requirements

Reduce POWER consumption

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Times of Change – Savings!

Before

8 full racks of equipment…

After

3 racks of equipment

Think of the hardware savings …energy savings

…space savings …power savings

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Call Center No RCFs Projected RCF Savings RCF Customer Local Carrier Inbound 800 $.015 per minute Virtual ACD $.04 per minute RCF Call Path $20.00 per month Inbound IVR $.04 per minute Local circuits $600 per month Local circuit $600 per month Local circuit $600 per month Toll-free National DID RCFs – $37,000 per month

RCF toll-free charges - $13,800 per month

Projected cost increase

SIP circuits – $4,800 per month Concurrent call paths – $2,820 per month

Total savings

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Call Center MPLS VoIP to sites Projected Savings RF Customer Local Carrier Inbound 800 $.015 per minute Virtual ACD $.04 per minute Inbound IVR $.04 per minute Local circuits $600 per month Local circuit $600 per month Local circuit $600 per month Toll-free National DIDs

HostedIVR cost per minute reduction - $44,800 per month Local circuits - $47,400 per month

Projected cost increase

Circuits & bandwidth – $20,000 per month Avaya central system – $2,000,000 one time

$8,040 per month

Total savings

$64,160 per month $769,920 per year

$3,849,600 over 5 years ($1,849,600 less Avaya system)

MPLS

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SIP Proxy

SIP Based Routing Model – Peered Elements

Communication Manager ACDs

Status Intelligent Customer SIP Routing Engine Aura Session Mgr SIP Experience Portal Avaya Voice Portal

SIP SIP

SIP

Alternate Path

Session Border Controller

SIP

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WEBRTC

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Enable Consumers to „Click to Call‟ Browser to Seamlessly Connect Through to an Agent

Integrate real-time web communications into the browser without plug-ins

Integrate with context store, providing relevant contextual data to agents when consumer calls

are presented

Integrate with real-time speech to support audio driven menus and to monitor agent script compliance

Avaya WebRTC Snap-in

Better application and tighter integration between web and telephony communications

Richer, more seamless customer

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Collaboration Environment with WebRTC

Snap-in Makes WebRTC Easy

• Flexibility: add communications to your experience without a plug-in

• Rapid Integration with other snap-ins: context, speech, work assignment

• Easy: many web designers don‟t know / don‟t want to know about the details of real time communications

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Avaya WebRTC Use Case

“Click for Service”

Business Issue:

_{Abandon rates remain stubbornly high}

_{Agent support is “blind” to customer‟s context} _{Not every customer is beside a phone}

Benefits:

_{Differentiated service levels} _{Reduced call times}

Increased revenue

High agent compliance with company policy

Solution:

_{Integrate “Click to call” services}

quickly and easily into existing web experiences

_{Provide agent with context}

for rapid issue resolution and great service

_{Leverage speech analytics}

for agent support and tracking

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REAL LIFE EXAMPLE HOW TO

DEPLOY SIP TRUNKING

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Law Firm – Unanswered Questions

Moving to Centralized SIP Trunking

• What was the Correct Number of Trunks?

• What Size Access Pipes at the Data Center?

• Do I have the resources in the PBX to handle the conversion from TDM to SIP (DSPs, etc.)

• What Impact Will Centralized SIP Trunking Have on My Wide Area Network?

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