Time to Delivery the 2nd Part of the IP-PBX Story: Applications

Scott McKechnieDirector of Application Enablement

Avaya

© 2005 Avaya Inc. All rights reserved. Avaya – Proprietary & Confidential. For Internal Use Only.

What Are We Covering ?

• What are the Customer Drivers for Applications ?

• Intelligent Communications• Is there Money in this Market ?• Examples - Real Customer Use Cases• Are IP-PBXs Easier to Work With Using Web

Services ?

Voice Mail

IP-PBX Server

• Consistent user experience and capabilities

• Ubiquitous access

Worker Mobility

Improved Customer Service, BusinessEfficiency & Worker Productivity

Distributing Communication Applications Over IP

Branches leverage central applications, resources and each

other

Consolidating and Centralizing Systems, Management and Reporting

Route toremote agents anywhere inthe world

Accessto Experts

Distributed virtual contact center 24 x 7

CTI

IVR, Pred.Dialer,OA

Universal Branches

BroadbandPSTN

Multimedia Contact Enabled with SIPServing Customers via Context, Business Processes,

Speech, and Visuals

Universal Branches

Accessto Experts

Route toany agent

SIPGateways

Queuing, IVR/Speech,Video, Messaging, IM

Soft ACD & CRM Serviceson Gen CPUs

Corp AppServers

Web Services / SOA

REPORTING

PSTN

Voice & visualaccess

MobileCallers

Click-to-connectweb users

Broadband

Wireless

PSTN

Intelligent CommunicationsEnabled by Business Communications

Applications

Making people more productive, processes more intelligent,customers more satisfied

What is Business Communications Applications?

Email

Instant Messaging

Voice Messaging

Unified Communication

Telephony

Contact Centers

Mobility & Softphone

Conferencing

Collaboration

What is Business Communications Applications?

EmailInstant Messaging Voice Messaging

Unified CommunicationTelephony

Contact Centers

Mobility & Softphone

Conferencing Collaboration

Business Communications Applications MarketSoftware and Services

Estimate of 2006 Global Market Size: $30 billion20% CAGR 05-08

IP Telephony 19%IP Telephony 19%

Email 14%Email 14%

Col

labo

ratio

n

3%Col

labo

ratio

n

3%Conferencing

11%Conferencing

11%

Converged Clients

15%Converged Clients

15%

Contact Center 26%

Contact Center 26%

Software: $13bSoftware: $13b

Services: $17bServices: $17bUC, Messaging12%

UC, Messaging12%

Source:Avaya analysis (May 2005) on an end-user revenue basis, based on various industry analyst reports, including Datamonitor, Dell’Oro, Frost & Sullivan, Gartner, IDC, In-Stat/MDR, Synergy, Radicati, and Wainhouse

Cre

atin

g B

usi

nes

s V

alu

eBusiness Communications

Applications Evolution

Cost ReductionOperational Efficiency

Distributed ApplicationsSecurity, Reliability

CONVERGED

Real-time Enterprise

ANY NETWORK

BUSINESSCOMMUNICATIONS

APPLICATIONS

BUSINESS APPLICATIONS

BUSINESS PROCESSES

Business AgilityCompetitive Differentiation

Process ImprovementCustomer Loyalty

Employee Retention

EMBEDDED

NETWORK

BUSINESSAPPLICATIONS

Intelligent Enterprise

IntelligentIntelligentCommunicationsCommunications

embeddedembeddedinto the fabric of into the fabric of

businessbusiness

ANY NETWORK

BUSINESS PROCESSES

TRADITIONAL

Intelligent CommunicationsEmbedded into the Fabric of Business

Modular Functionality

Becomes Building Blocks for Enterprise

Applications and Processes

Uses for Communication Services

Business Process Flow

Appliance Desktop

Business Application

Business + Communications Task Flow

Business Application

Web Services Standards Readiness

Transport Protocol• IP, TCP, HTTP

Messages• XML, SOAP

Service Description

• WSDL

Today

Security standard

• WS-Security

Addressing• WS-Addressing

Orchestration• WS-BPEL

1-2 years

Reliable Messaging

• WS-Reliability, WS-RM

Distributed Mgmt• WSDM

Provisioning• WS-Provisioning

2-4 years

Major US Railway: Hauling Hazardous Material Use Case

“US Rail will enterSmallville, USA at 11:25PM – Press1 if you understand..”

Real-time event driven No human intervention Response logging

On DemandConference

De-Railment

“Emergency call – US Rail has detecteda de-railment atlocation XYZ “

Presence base routing On demand conferencing Pre-explanation of event

Portal Server

Enterprise

Custom Portlet LAN/VPN

LAN/VPN

ClickToCall

Java Client

2

4

IP-PBX

5

Integrate Telephony Service to Corporate Portal

All Calls Utilize Corporate

Network/Lines Telephony Service provides:

- Drop, Answer, Transfer

and Conference call

- add on security via HTTPS

and authentication

- no client software

- business software integration

6

PublicSwitchedTelephonyNetwork

PublicSwitchedTelephonyNetwork

Portal

Client1

Application

Enablement

Server

AXIS SOAP

Container

SOAP

3

3rd Party CC Service

Telephony

Web Service

High Scale Lodging Industry

Typical Applications • Property Management Sys• Reservations• Building Emergency Srvs• E911• Billing, etc…

Using IP-PBX System Administration Web Services

Create guest phone identity (Name, Access code) Personalize the guest’s phone to work/vacation mode Download content for guest’s preferences (meals/shows) Lock-out phone after guest checks out

TraditionalAPIs

ApplicationEnablement Services

Service OrientedMiddleware

TSAPI JTAPI TAPITSAPI,

JTSAPI, TAPI

CSTA III,XML/SOAPXML/RPC

SIPUA

TelephonyWeb Service

TelephonyWeb Service

Conference on Demand

Etc.

Business Apps

Business Apps

Communications Apps

Business Apps

Communications Apps

Business Apps

Communications Apps

BusinessProcess Flow

BusinessPortal

Today: Converged Network & APIsTomorrow: Converged Communication

Services

SIPSIP IPTMLIPTML XML/SOAPXML/SOAPVXMLVXMLSMSSMSWMLWML

PSTN, IP

Tightly Integrated Applicationsw 3rd Party Vendors

Vendor Specific

TDM-ISDN to IP-H.323 to SIP to Converged Networks

More Loosely Coupled, Plugand Develop Applicationsw/ Many 3rd Party Vendors

More Loosely Coupled, Plugand Develop Applicationsw/ Many 3rd Party Vendors

• Customers looking for VoIP to deliver the “next

generation” application to the enterprise

• IP-PBXs are getting “better” by providing the

Application Enablement Platform and Web Services

to create Business Communication Applications

• The “killer app” is the Application Enablement

Platform

• This is a big market and getting bigger

Summary

Get Your Piece of the Pie