How To VoIP
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Transcript of How To VoIP
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How To VoIP
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ISPs entering the VoIP services arena face numerous choices in bringing a service offering to market. Among these, one of the most key decisions is in choosing a platform for offering the services. Some carriers have
built their service offerings upon in-house systems utilizing various open source and internally developed components. Many ISPs choose to simply resell the
services of another provider and merely take a commission of those sales. Other ISPs invest in
commercial platforms which are installed on the ISP’s own premises. This session will use real world data to compare the cost vs. benefit and present an ROI for
these options.
The key question is not just which
platform -- but more importantly what to
sell.
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We Automate Phone CallsLots of Phone Calls
100% SIP origination and termination. This presentation covers
how we do it and why.
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The Evolution of Telco
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Centralized (Utility), Distributed, Cloud
Now cloud 00’s web
90’s client server
70’s & 80’s mini computer
60’s mainframe
Now cloud
00’s hosted PBX
90’s key systems and small PBX
60’s & 70’s CENTREX
50’s basic POTs
Computing
TELCO
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Cloud Computing Models
• Infrastructure– Amazon EC2, Grid– Raw computing resources
• Platform– S3, Azure– API based infrastructure
• SAAS (Application)– Salesforce.com– WebEX
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The Evolution of Telco
First there were FACTELs
Then there were VIRTELs
The future is APPTELs
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FACTEL• Facilities based carrier (any distributed facility)
• Provides dial-tone
• Significant investment in CAPX
• Relatively low margins, high volume
• Must keep applications (features) simple due to high customer volume
• Highly regulated
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VIRTEL• Data center based TELCO
• Utilizes existing data infrastructure to transport calls
• Provides dial-tone
• Relatively low margins, high volume
• Must keep applications (features) simple due to high customer volume
• Limited current regulation
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APPTEL
• Does not provide dial-tone
• Data center based and leverages FACTEL and VIRTEL call origination and termination facilities (often SIP trunked)
• Good margins due to value pricing
• Able to provide rich applications
• Limited regulation
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OK, lets get started selling VoIP into the 20 million business SMB marketplace.
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Selling Hosted PBX (VIRTEL)
• Sounds simple to sell
• Good recurring revenue
• Will help sell more data circuits
• We can sell over the phone since the customer will use their existing data circuits
• Just ship a preconfigured phone and go
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All I Need Is Asterisk
• Yes but … what about …– Customer portal– Billing– Transport– Ticketing/customer support– Equipment inventory– Fault tolerance/high availability– Asterisk configuration expert
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What About Premise Based VIRTEL
• Digium Switchvox example:– AA350 redundant HW $6,000 with 75 call capacity, up to 400
subscribers– $55 per subscriber (1st year)– $11-$28 per subscriber recurring– Need billing software and customer portal
• Brekeke Multi Tentant PBX– Generic HW– ~$28 per subscriber Pro Edition– $3,600 RadiusCAT Billing Solutions– Integration, configuration, startup costs
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Wow This Sounds Great
• Under $30 per year per customer
• Vonage charges $24.99/month ($300/yr)
• But wait ….
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Transport Costs• .4 cents per minute to 2 cents or more
depending on your commit level (let’s assume 1.2)
• Toll free is even higher • Plus DID and Toll Free carrying costs• Simple example:
– 2 hours/day talk time, 20 days/month– 2,400 minutes/month at a 1.2 cents/minute– $28.80 per month vs $24.99 in revenue
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Problems w/Selling Dial Tone
• If your usage assumptions are wrong, transport costs will eat your lunch
• Very low margins until you reach very high minutes
• High support costs because you are the customer’s only telephone
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There Is An Alternative
Sell applications instead of
dial tone
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What Does An IVR Platform Cost?
• High CAPX costs – enterprise IVR solutions are $600 to $4,000 per port
• High maintenance costs – 20% of CAPX per year
• Translates into high customer cost per minute.
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Money Is In The Clouds
Partner with an APPTEL that uses a combination of proprietary and open source components to
drive down costs
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Where’s The Beef (Or Bucks)
• Customers want applications not infrastructure – just compare Salesforce.com margins to infrastructure players
• Combine
– APPTEL framework
– With your vertical applications
– Very rapid time to market
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Customer Example• Go Configure
– Home assembly business
– Needed to place thousands of calls to confirm appointments for both staff and customers
– Automated using APPTEL infrastructure that included Web Based IVR configuration
– Saving $70,000 per year
– You can do this for your customers
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What Does An APPTEL Look Like?
CALLSIGNALING DIALOG
CONTROLLER
BASIC CALLPROCESSING
SMART CALLPROCESSING
PHONE CALL API CALL
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What Else Does An APPTEL Need?
Application Layer
Telephony Related Services
API’s
Ifbyphone Platform
Integrated Telephony / Communications
Proprietary and Patent Pending Technologies
Click to CallCall Routing / VRVirtual Phone #s
ACD/QueuingSimultaneous Find Me
Store LocatorVoice Broadcast
Call TrackingGoogle Analytics
IVR w/ASR & TTS
Post Call ProcessingIntegration API
Real Time ReportingCall Recording
Web Portal
Applications Developer Tools
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Next Steps
• Find an APPTEL you can partner with:– Robust selection of off-the-shelf applications– Multiple customer billing options– Ability to use your own transport or APPTEL provided
transport• Consulting Firm Model vs. Carrier Model
– Select one or more vertical markets so you can demonstrate clear marketplace expertise
– Obtain a free developer account– Begin building value prices VOIP applications
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Questions