Industry Perspective. VON 3.20. 01 The Current Environment Its Tough Out There! Free has become a...

Industry Perspective

www.dynamicsoft.comVON 3.20. 01The Current Environment

Its Tough Out There! Free has become a dirty word

Internet communications has focused on free Instant Messaging and presence – all existing services Voice over IP

Free PC to Phone – dialpad.com Free PC to PC

Unified Messaging Onebox.com iConnectHere.com

Electronic fax


Why is it hard? Customers become accustomed to free services

Teaches them that it has no value

Free services have become commoditized

Commodity services provide no differentiation Small number of big players generally win

Without differentiation, there is no customer retention Cost is the only factor You will ultimately lose to the big players


What is the answer? Don’t provide applications, provide comprehensive services

Communications spans mediums IM Presence Voice Video

Communications spans devices Phones PDAs PC Laptop

Communications spans applications Conferencing Messaging Pre-paid


Value Proposition Value is in the integration of the applications

Microsoft Office Yahoo! AOL

A complete service Integrated, converged applications Customer support, self-provisioning Flexible billing Consistent look-and-feel Single identity and preferences

Where does the value come from It’s hard to do The space is large enough to provide differentiation Integration results in stickiness Converged Applications are compelling


Traffic Jam Alerts Uses Geographic Locale as

Presence Component Mobile phone site location GPS

Service Definition Turn on mobile phone in car As you drive, application server

monitors location As you approach traffic, service

will call you Voice response system reads

out alternate route

NOTIFY

INVITE

REGISTER

Application Server

Presence Server


Auto Conference Problem: Tough to Get Busy

People Into a Conference Call

Solution: Use Presence to Create the Call When Everyone is Available!

Procedure Enter email addresses into a

web form (1) Application subscribes to users (2) When all online, application calls

each participant, calls a conference bridge, connects them together

Presence

HTTP

SIP Calls

Application Server

Conference Server

Presence Server


What is the future for Comm-ASPs Comm ASP is also a dirty word

Single application provider Too focused for retail

The answer: Relentless Specialization Service providers focus on integration and customer retention ASPs focus on providing applications to service providers Customers never see the comm-ASP, they see a single branded

integrated service

Cu

sto

me

r

ASP

Cu

sto

me

r

ASP

Pro

vid

er


Changes In Web Business Models

Best-in-class companies have emerged at every layer of the business model

Applications

Transport

AOLCompuServe

Prodigy

ASPsApplications

& Hosting

Backbone ISP

Yahoo

UUNET

Hosting Companies

Portals

Application Developers

Application PlatformsBEA WebLogic IBM WebSphere

Yahoo!

Accenture

Exodus

Backbone ISP

UUNET

ASPs

Amazon.com

Exodus

Hosting Companies

Backbone ISP

UUNET

VerticalMonolith

RelentlessSpecialization


Changes In Telco Business Models

Applications

Transport

AT&T

CommunicationsASPs

Applications & Hosting

ConvergedCarriers

DialpadWebley

Level (3)

Genuity

VerticalMonolith

RelentlessSpecialization

CommunicationsASPs

Hosting Companies

ConvergedCarriers

Level (3)

Genuity

Hosting Companies

Retail Service Providers

Application Component Providers

Application Platforms

Converged CarriersLevel (3)

Genuity

What were once “Voice Services” are now split between converged applications and converged networks


The New Model is all about Choices The open aspect of the

model gives Service Providers the capability to mix and match their capabilities with those of third parties to offer the optimal set of revenue generating services

Different Colors reflect different Service Providers

The open, interoperable nature of SIP makes the integration seamless.

The Session Control aspects of SIP make the Subscriber Service Management Possible

Network Infrastructure

Hosting


Converged Carrier

Hosting


Hosting

Application Development


Retail ServicesRetail ServicesRetail Services



Network Infrastructure


The “Virtuous Cycle”

ServiceDelivery

Architecture

Third PartyApplications

Customers


How to deliver it? A converged protocol

A converged network

A converged platform for third party applications


The Protocol: Session Initiation Protocol (SIP) No big surprise

SIP enables converged real-time communications services General purpose tool for initiation of communication sessions

Voice Video Games

Provides presence Provides instant messaging

Single set of network elements can deliver these services SIP networks provide rendezvous and features independent of

communications medium

Flexibility to build a wide array of architectures


The Network: Service Delivery Architecture

ROUTING

ACCOUNTING

SECURITY

Third Party Services

Access Provider

Traditional Telephony Peer

Media Server

AccessProxy

AccessProxy

ApplicationServer

Firewall Control Proxy

Edge Proxy

Core ProxyCore Proxy

Edge Proxy

Firewall Control Proxy

Service Management

Platform

Firewall

Wireless Radio Access Network

Access Provider

LocationServer

Carrier Services

Access

Service Management

Network

Firewall Firewall

PresenceServer

Media ServerAccess

Proxy

ApplicationServer

Service Creation Service Creation


The Platform: App Components Architecture Define highly reusable,

standalone components Conferencing Server Dialog Server Presence Server Gateways

All application specific code in the AS

AS supports third party application development

Reuse and coarse granularity leads to Rapid time to market Large development communities

Web Server

Dialog Server

Conference Server

Presence Server

DB

HTTP

SIP

LDAP/SQL

AS

Information Resource Jonathan [email protected]

Industry Perspective. VON 3.20. 01 The Current Environment Its Tough Out There! Free has become a...

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