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
www.dynamicsoft.comVON 3.20. 01The Current Environment
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
www.dynamicsoft.comVON 3.20. 01The Current Environment
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
www.dynamicsoft.comVON 3.20. 01The Current Environment
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
www.dynamicsoft.comVON 3.20. 01The Current Environment
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
www.dynamicsoft.comVON 3.20. 01The Current Environment
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
www.dynamicsoft.comVON 3.20. 01The Current Environment
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
www.dynamicsoft.comVON 3.20. 01The Current Environment
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
www.dynamicsoft.comVON 3.20. 01The Current Environment
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
www.dynamicsoft.comVON 3.20. 01The Current Environment
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
Application Platforms
Converged Carrier
Hosting
Application Platforms
Hosting
Application Development
Application Platforms
Retail ServicesRetail ServicesRetail Services
Application Development
Application Development
Network Infrastructure
www.dynamicsoft.comVON 3.20. 01The Current Environment
The “Virtuous Cycle”
ServiceDelivery
Architecture
Third PartyApplications
Customers
www.dynamicsoft.comVON 3.20. 01The Current Environment
How to deliver it? A converged protocol
A converged network
A converged platform for third party applications
www.dynamicsoft.comVON 3.20. 01The Current Environment
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
www.dynamicsoft.comVON 3.20. 01The Current Environment
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
www.dynamicsoft.comVON 3.20. 01The Current Environment
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]
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