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Seven Steps to a Successful Competitive VoIP Service
 

Seven Steps to a Successful Competitive VoIP Service

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    Seven Steps to a Successful Competitive VoIP Service Seven Steps to a Successful Competitive VoIP Service Presentation Transcript

    • Seven Steps to a Successful Competitive VoIP Service ITA Showcase Northwest March 2007
    • MetaSwitch and Data Connection 350 Division of established telecom 300 METASWITCH DEPLOYMENTS vendor, Data Connection 250 • Strategic technology supplier to 200 major vendors and telcos since 1981 150 • Stable, consistently profitable and 100 privately owned 50 0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Locations 2002 2003 2004 2005 2006 • Main US offices in California and Virginia, with 20+ remote sites • HQ and engineering in London MetaSwitch vision: simplify delivery of next generation voice services • Legacy & next gen • Technology that works • Responsive, committed support • Open interoperability and standards Alameda, CA Offices 2
    • The Seven Steps 1. Market Analysis 2. Reaching the Subscriber 3. PSTN Service Equivalence 4. Network Operations 5. Quality of Service 6. Network Optimization 7. Sales and Marketing Execution 3
    • Step: 1 Market Analysis Identify target markets • Business vs. Residential Identify services & capabilities • What services can you offer? • What are your limitations? Identify competition • Who else is serving the market? • How can you differentiate? Identify pricing and margin strategies • Ensure you have a viable business case 4
    • Step: 2 Open Softswitch Architecture Based on IMS SIP Feature Open Services SIP Server Platform IAD MGCP VoIP SIP AIN Packet SIP IP-PBX NCS Access GigE Packet IP Backbone BLC H.248 Call E911 Agent SS7 DLC MGCP/ SIGTRAN GR-303 PRI H.248 (M2UA) TDM TDM MF PSTN PRI Access T1/T3 PBX Media Signaling ISUP Gateway Gateway T1/T3 Open Any Access Any Backbone Softswitch Architecture 5
    • Step: 2 Residential VoIP (over Internet) • Defend against Vonage Public • Deliver 2nd voice line over Internet existing Internet connection • Practically zero cost for existing telephone provider Customer’s IP Router / • Outbound LD only service ISP Firewall provides benefits to the customer while preserving DSL/Cable Modem + revenue streams for Firewall / NAT SBC member companies ATA Session Border Controller VoIP SS7/MF TDM PSTN • NAT traversal (SIP or • Enhanced security MGCP) POTS • Topology hiding Phone Class 5 Softswitch • Cisco ATA or low- cost alternative 6
    • Step: 2 IP Centrex / PBX Replacement Small Business • No PBX required • Voice and data service LAN on one circuit • Voice and data on LAN Converged IP • Web control of services Voice & Data and business groups PC IP Phone Service Web Self-Care (or ATA+ POTS phone) VoIP SS7/MF (SIP/MGCP) TDM PSTN Remote Worker SBC Class 5 Softswitch PC - Web Self-Care Public DSL/ Internet DSL/Cable Cable • Remote worker shares Modem dial-plan, services IP Phone • ATA/IP phone portability – (or ATA+ POTS phone) from home or hotel 7
    • Step: 2 Smart T • Great solution for small / • Easy sale to customer medium businesses • More for Less • Voice channels use less bandwidth • No bandwidth at all when not in use TDM T1-CAS or T1-PRI SS7/MF VoIP/VoATM TDM PSTN DSL/T1/ … PBX IAD DSLAM / Edge router Class 5 Softswitch Ethernet 8
    • Step: 2 Delivering Analog POTS Services • Same traditional 2-wire POTS service to customer • GR-303, IP or ATM from the Analog loop carrier to the switch POTS • Circuit to packet migration of access network GR-303 DLC Analog VoATM SS7/MF POTS TDM PSTN Broadband DLC Class 5 Softswitch Analog VoIP POTS Broadband DLC 9
    • Step: 2 Triple Play over Copper / Fiber / Cable • Fiber no more expensive than HFC • Defensive move against cablecos • 500Mb+ to the premise • Integrate video and phone services – • Analog or IP video caller name/number delivery via IP head-end POTS IP voice/video/data Ethernet Fiber / Cable Video IP voice+ IP CMTS or video+data video Head-end TV Fiber ONT Fiber OLT (mounted on house wall) IP data or Cable eMTA Internet POTS IP voice+ video+data IP Voice Baseband POTS (MGCP) + DSL, copper DSL Modem Splitter PSTN Broadband Loop Carrier Set-top box • POTS+DSL Class 5 Softswitch • IP transport • Multicast (IGMP) 10
    • Step: 3 Class 5 Features: Rich Service Set & More RESIDENTIAL Selective Call Forwarding Complete set of CLASS Anonymous Call Rejection Selective Call Rejection Automatic Callback (AC) Simultaneous Ringing Residential & Business Automatic Callback on Busy Single-party revertive ringing Automatic Recall (AR) (home intercom) subscriber services Automatic Recall on Busy Speed Calling (1 digit) Busy Call Forwarding Speed Calling (2 digit) • Same features regardless of Call Forward Endpoint Unavailable Teen line Three-way Calling Call Forwarding Unconditional access interface/protocol Call Transfer Three-way Calling Ringback Call Waiting Toll Restriction • Minimize the number of servers Call Waiting Ringback Visual Message Waiting Indication Call Waiting with Calling Number Delivery BUSINESS “Everything else” required to be Call Waiting with Calling Name Delivery Account Codes Account code validation a true Class 5 switch Calling Name/Number Delivery via IP Video Announcement on inbound 1-800 calls Calling Name Delivery Basic Business Group (BBG) Line • Feature Group B/C/D Calling Name Delivery Blocking BBG Auto. Identified Outward Calling Number Delivery Dialing • Multiple local areas (NPAs) Calling Number Delivery Blocking BBG Dialing Plan Cancel Call Waiting BBG Direct Inward Dialing • Customizable announcements CLID Presentation Restriction CLID Erasure BBG Direct Outward Dialing Call Hold • SMDI/SS7 Voicemail interface Code Restriction Customer Originated Trace Call Pick-Up Critical Interdigit Timing and MWI Delay Call Forwarding Direct Outward Dial Directed Call Pickup Without Barge In • 1-800, LNP (TCAP / SCCP) Distinctive Ringing Distinctive Ringing on Call Waiting Distinctive Ringing Intra/Extra BBG Do Not Disturb Line Hunting Find-me / Follow-me • CNAM lookup via TCAP or IP Line Identification Intercom Dialing Message Center Intra/Extra BBG Caller ID • Test calls and line identification Message Waiting Indication MADN – single call appearance Off-premise extension MADN – multiple call appearance • E911, Operator and Directory Outgoing Call Blocking PIN change Make Set Busy Multi-line Hunt Groups Services (MF/SS7) Reminder Call PBX Line Reminder Call Cancel PBX Line – Features • Lawful interception (CALEA) Remote Access to Call Forwarding Screening List Editing Simulated Facility Groups Single-Digit Dialing Selective Call Acceptance Special Intercept Announcements 11
    • Step: 3 Regulatory Requirements! E911, CALEA & ??? Enforcement Bureau Outlines Requirements of November 28, 2005 Interconnected Voice Over Internet Protocol 911 Compliance Letters. http://hraunfoss.fcc.gov/edocs_public/attachmatch/DA-05- 2945A1.doc FCC ADOPTS ORDER TO ENABLE LAW ENFORCEMENT TO ACCESS CERTAIN BROADBAND AND VoIP PROVIDERS – May 3 2006 http://hraunfoss.fcc.gov/edocs_public/attachmatch/DOC- 265221A1.doc 12
    • Step: 4 Network Operations: The EMS Advantage EMS Server aggregates management of multiple network elements Easy-to-use GUI client • Web install for Windows or Unix clients • Secure, permissions-based access • Complete system view for switch tech • Customizable tasks view for customer service representatives Open interfaces for OSS integration and flow-thru provisioning • SNMP, CORBA, XML, SOAP Billing – AMA GR-1100 format CDRs • Secure FTP export 13
    • Step: 5 VoIP Network Quality is a Systems Issue TDM Network Packet Network Single service network Multi-service Network Centralized Arch – TDM Switch Distributed Architecture Circuit Switch Transmission Packet Based Transmission Voice Quality is a Systems Level Issue dependent upon: • Quality of Underlying Infrastructure • Network Design and Architecture • Component Selection and Integration • Operations and Management Practices Voice Gateway CPE Softswitch Voice Packet PSTN Access Network Switch 14
    • Step: 5 Factors Impacting Voice Quality 15
    • Step: 5 Key QoS Tools Customer, SP Edge, SP Core – Different tools for different needs Packet Classification (TOS / DSCP) Bandwidth Latency / Jitter Control – Per Hop Behavior “Expedited Forwarding” == Strict priority queues for RTP packets (e.g. LLQ) Better than “best effort” for VoIP signaling and control Link Fragmentation and Interleave (LFI) for low speed links Admission Control Packet Loss 16
    • Step: 5 Sample DiffServ QoS Packet Classification DiffServ Traffic Class DiffServ PHB DSCP Value Broadcast Video Assured Forwarding (AF) AF41 VoD AF42, AF43 Video Signaling Class Selector (CS) CS3 Voice Expedited Forwarding (EF) EF Voice Signaling Class Selector (CS) CS3 Internet Access Default 0 17
    • Step: 6 Network Architecture Considerations Managed IP Network vs. Public Internet Native IP – IPv4 (future IPv6) vs. IP/MultiProtocol Label Switching (MPLS) MPLS Traffic Engineering (TE) Diffserv Aware MPLS TE MPLS TE Fast ReRoute (FRR) 18
    • Step: 6 Network Resiliency Not just device redundancy In-device redundancy Network design Operational Practices Some Key Tools Non Stop Forwarding (NSF) / Stateful Switchover NSF aware IP routing– (e.g. OSPF Fast Restart) AVOID Layer 2 Mechanisms (e.g. Spanning Tree) MPLS TE Fast ReRoute – Link and Node Protection 19
    • Step: 6 Security – Defense in Depth Operational Process Model Trust/ Isolation Policy Visibility Correlation Instrumentat’n Management (virtual) Enforcement Identity throughout the system Segment and Partition Relational Analysis of System Wide Events Identify state of trust Operational Views Enforce Subscribed Device Hardening Observe IP Packets Behavior Layer 2 – 7 Total Visibility Complete Control Classify, categorize and Containment, Mitigation and Service associate events to a given Constraint Enforcement Control Policy 20
    • Step: 7 Sales & Marketing Execution VoIP opens up a broad array of choices about which services to launch • Don’t try to attempt everything at once – Keep it Simple! • Building strength through marketing is only partially about new features Key imperatives • Identify / select target market • Address your target customers’ needs • Understand the competitive forces • Build the relationship and brand image Your brand is the totality of what you say and do 21
    • Step: 7 Case Study: VoIP Corp Residential Branded Portal Offering Customers can: - Check bills - Control settings Small Business - Access Offering unified mailbox - Sign up for Vertical Market features Solutions - Etc. 22
    • Thank you! Marc Matthews Manager, Systems Engineering mcm@metaswitch.com MetaSwitch is a division of Data Connection (DCL) 1001 Marina Village Parkway, Suite 100, Alameda, CA 94501 Thanks for attending! 23