Selling Flexibility
Transcript of Selling Flexibility
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Selling the Flexibility of AsteriskAstricon September, 2008
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Asterisk as the Third Option
Cisco has an enviable marketing machine - see network TV
Middle-tier vendors have substantial channel relationships - see Mitel / Avaya
Asterisk has substantial nerd-lust (never underestimate nerd-lust)
Prospects are increasingly adding Asterisk-based solutions to their RFPs outof curiosity
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A Comparison of Relative Equals
Feature-set comparisons across options vary little
Hardware selections are actually superior in Asterisk vs. proprietary platforms
Fancy functionality is available in all platforms
When you consider the features USED by the average customer, a lot ofcapabilities become a secondary consideration
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But Asterisk has a Distinct Advantage: CHOICE
Shelton | Johns is built entirely upon choice as an idea
Choice of platforms
Choice of networks
Choice of 3rd party products Choice of vendor
No other VoIP solution can offer choice the way an open, standards-basedsolution can
Choice is the cornerstone of your competitive stance in the sales process
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Dont Sell a Phone System, Sell a Network
VoIP is an application residing within a larger network
The greatest value comes from a broad network conversion, not a VoIP phonesystem
Most brand-name vendors fail to sell the smart network design - it does notplay to their proprietary model
Dissect your customers telecom spend and build a unique selling proposition
Warning - Selling this broad premise can confuse you out of the running
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The Shelton | Johns VoIP Business Case
Sell the merits of a VoIP conversion FIRST. Sell Asterisk second.
The greatest value comes from a broad network conversion, not a VoIP phonesystem
Most brand-name vendors fail to sell the smart network design
Dissect your customers telecom spend and build a unique selling proposition
The S|J VoIP Business Case is a complimentary assessment thataccomplishes / communicates all of these things
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Voice-Enabled Corporate LAN
Business Case for IP Voice on the Millennium Mats Corporate LAN
Millennium Mats | Suwanee, Georgia | April 10, 2007
Bryan M. Johns
PartnerShelton | Johns Technology Grouphttp://www.sheltonjohns.com
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Shelton | Johns Overview
Specialists in the design and deployment of media-enabled networksolutions for corporations and carriers
VoIP design and deployment consultants since 1997
Work primarily with open standards and open source platforms such asAsterisk, SER and Pingtel
Supply turn-key SIP-powered network solutions with comprehensive
training and knowledge transfer services for customer IT and networkmanagement resources
Pioneers in collocated and peered VoIP architectures for private enterprise
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VoIP - The Reasons Why
Access to advanced features such as:
Full-featured IVR Find-Me / Follow-Me Voicemail-to-Email Queues and Ring Groups Web-based Administration
Open-standards technology for interoperabilityand longevity
By-pass toll and increase efficiency bylinking facilities together to dial over IP
Reduce maintenance and managementcosts
Pour a foundation for growth and future
services
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The Decentralized Enterprise...
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...Powered by Centralized IP Infrastructure
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Voice as Just Another Network Application
IP telephony brings voice onto the company network where othercommunication tools such as email already live
Voice on the network puts it in the control of the resources who alreadyhandle the data network
Consolidating services onto a single network infrastructure reducesoperation and maintenance expenses
As a network application, voice can be accessed from multiple locations viamultiple means
Centralized infrastructure simplifies security requirements and reducespoints of vulnerability
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A Foundation for Future Communications
Centralized | Peered voice infrastructure places systems in the heart of newservices
Infrastructure and service provider changes are simplified
Potential for usage-based as opposed to term-based vendor relationships
Centralized infrastructure establishes base for simple roll-out of newfeatures and functionality to the network
Centralized infrastructure simplifies security requirements and reducespoints of vulnerability
Centralized infrastructure maximizes opportunities to peer with providersand partners in both the application and the communication realms
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A Promise of Future Savings
Aggregate dial tone services to a singleinfrastructure and decommission site-specific circuits
Remove need for facility-specificredundancy and machine requirements
Remove need for facility-specificmanagement, security and supportrequirements
Average-down dial tone / circuit usageacross a larger number of users and
reduce overall network capacityrequirements
Increase overall buying / bargaining powerby buying network services and access inthe marketplace in a carrier model
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A Wide Array of Standards-Based Product Options
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Where can this be done today? -
SIP service hand-off from a recommendedcarrier such as Cbeyond.
Cbeyond is an Atlanta, Georgia - based,publicly traded company that has pioneeredsmall business telecommunications services.
Cbeyond currently provides service to morethan 10,000 Metro Atlanta businesses
SJTG has more than 30 customers connectedto Cbeyonds SIPConnect service.
Cbeyond offers a unique combination of VoIP
technology and traditional TDM services tosupport faxing and other timing-sensitiveapplications
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Where can this be done today? -
Metro Ethernet connection to a carrier-rich /service rich facility such as telx at 56 MariettaStreet.
Telx is home to the VPF (Voice Peering Fabric)which is projected to switch as much as 100
billion VoIP minutes by 2008Telx operates 12 dense carrier hotel facilitiesin 9 states with a diverse set of carriersolutions to choose from
Telx facilities are world-class and supply allthe network and power redundancy of itscompetitors
Telx MMR (Meet Me Room) service allows fordirect connection to VoIP trunking solutions
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Case 1 | JBoss / Redhat
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Case 2 | Century 21 Real Estate
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ROI Analysis - Cbeyond
Customer ROI Analysis: Millennium Mats
Existing Telecommunications Infrastructure Operating Expense ROI MONTH
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
$860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00
Telephone Service (23 Line PRI) $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00
Long Distance & Toll Service $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00
Taxes & Surcharges $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00
Phone System Lease $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00Phone System Warranty $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00
Phone System Maintenance $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00
Equipment Upgrade (as needed) $14,000.00
Monthly Expense $17,900.00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00
Aggregate Expense $17,900.00 $21,800.00 $25,700.00 $29,600.00 $33,500.00 $37,400.00 $41,300.00 $45,200.00 $49,100.00 $53,000.00 $56,900.00 $60,800.00
Proposed Telecommunications Infrastructure Operating Expense
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
$650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00
Telephone Service (36 Line SIP) $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00
Long Distance Service $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00Taxes & Surcharges $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Phone System Lease $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Phone System Warranty $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Phone System Maintenance $1,200.00 $960.00 $720.00 $480.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00
Equipment Upgrade (as needed) $18,000.00
Monthly Expense $20,650.00 $2, 410. 00 $2, 170. 00 $1, 930. 00 $1, 690. 00 $1, 690. 00 $1, 690. 00 $1, 690. 00 $1, 690. 00 $1, 690. 00 $1, 690. 00 $1, 690. 00
Aggregate Expense $20,650.00 $23,060.00 $25,230.00 $27,160.00 $28,850.00 $30,540.00 $32,230.00 $33,920.00 $35,610.00 $37,300.00 $38,990.00 $40,680.00
Anticipated Annual Savings Years 2+: $26,520.00
Internet Service (1.544 Mbps)
Internet Service (4.5 Mbps)
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ROI Analysis - Time Warner Telecom
Customer ROI Analysis: Mil lennium Mats
ROI Month
Existing Telecommunications Infrastructure Operating Expense
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Month 13 Month 1 4
$860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00
Telephone Service (23 Line PRI) $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00
Long Distance & Toll Service $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00
Taxes & Surcharges $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00
Phone System Lease $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00
Phone System Warranty $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00
Phone System Maintenance $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00
Equipment Upgrade (as needed) $14,000.00
Monthly Expense $17,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00
Aggregate Expense $17,900.00 $21,800.00 $25,700.00 $29,600.00 $33,500.00 $37,400.00 $41,300.00 $45,200.00 $49,100.00 $53,000.00 $56,900.00 $60,800.00 $64,700.00 $68,600.00
Proposed Telecommunications Infrastructure Operating Expense
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Month 13 Month 1 4
$400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00
$1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00
$300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00
Telephone Service (On-Demand SIP) $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00
Long Distance Service $0.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00
Taxes & Surcharges $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Phone System Lease $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Phone System Warranty $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00Phone System Maintenance $1,200.00 $960.00 $720.00 $480.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00
Equipment Upgrade $18,000.00
Monthly Expense $21,500.00 $3,410.00 $3,170.00 $2,930.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00
Aggregate Expense $21,500.00 $24,910.00 $28,080.00 $31,010.00 $33,700.00 $36,390.00 $39,080.00 $41,770.00 $44,460.00 $47,150.00 $49,840.00 $52,530.00 $55,220.00 $57,910.00
Anticipated Annual Savings Years 2+: $14,520.00
Internet Service (1.544 Mbps)
Internet Service (6 Mbps)
Metro Ethernet (10 Mbps)
Colocation Fees (2-U)
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Thats it! Thank you for your time and attention!
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Overcoming Customer Objections
Ive never heard of Asterisk / Why havent I heard of Asterisk
Ive heard that open source solutions arent enterprise-grade
Who supports it?
It seems risky
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Overcoming Competitor Objections
Asterix is unproven
Theres no solid vendor support for Asterix
Asterix is a toy
Theres no Quality of Service guarantee with Asterix
Asterix isnt compatible with major vendors equipment
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General Q & A
Thank You for Your Timeand Consideration!
Selling the Flexibility of Asterisk | Astricon September, 2008