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  • 1. ENUM in Austria (+43) Lessons Learned … & some Ideas Robert Schischka [email_address] ENUM Day Dublin, Nov. 28th 2007
  • 2. Agenda
    • Moving from trial to production
    • Status ENUM in +43
    • Is ENUM a „product“
    • How to stimulate User-ENUM
  • 3. Lessons Learned 1/3
    • Technical problems are usually easy to solve
    • Organizational and legal problems are challenging
    • Validation is one of the most important issues
    • Process design must not rely on cooperative carries … unless you are in the position to force them 
    •  that´s why we have this complex VE modell
  • 4. Lessons Learned 2/3
    • well defined and stable rules are key for market development
    • smaller service providers, comming from the ISP perspective are more likely to adopt ENUM-Services …. than those making money by termination fees
    • Key factor for success is the availability of open VoIP product
    • stimulate demand for PBX-Integration etc.  Rebuilding a PSTN-style service on IP- Technology will not help
  • 5. Lessons Learned 3/3
    • Trials do not necessarily trigger product development
    • R&D guys are not necessarily involed in product definition, marketing, etc.  take care to whom you are talking during a trial phase and try to assure that „real world“ product managers are involved early
  • 6. History of ENUM in Austria
    • Summer 2002 – Trial initiated
    • Dec 2004 – enum.at founded, production registry opened
    • May 2005 – "ENUM" numbers +43 780 available
    • (March 2006 – IENUM wins +353 bid)
    • June 2006 – infrastructure ENUM trial started
  • 7. Registrars
    • larges telcos hesitate to join
    • small / medium ISPs offering VoIP are more flexible and willing to use different revenue models
      • selling broad band access and not call minutes
      • Integrated telephony solutions (IP-centrex) with ENUM-support for small/medium enterprise customers
    • Agressive low-price mobile operator offers VoIP-Service based on 0780-numbers
    • Local BB-Initiative in Carinthia joined in April 07
  • 8. ENUM domain statistics
    • 7859 numbers* as of 31.10.2007
    * +43 has an OPEN numbering plan; ~35.000 users
  • 9. PBX-Integration
    • Reuse of existing hardware
    • No new devices needed
    • No change in user experience
    PBX PSTN +43 1 5056416 sip:office@enum.at ENUM & VoIP VoIP / Internet
  • 10. User ENUM
    • Is more a feature than a product
    • Needs quite a lot of explanation
    • Could be offered stand alone…. but is usually not of great use for average enduser as a standalone product
     Turbocharger for VoIP
  • 11. ENUM is part of a solution
  • 12. … what customers really want
  • 13. … and what they sometimes get
  • 14. Critical factors for success
    • ENUM Domains as part of standard VoIP offers
        • eg. for connecting branch offices
    • Products with „out of the box“ ENUM features
      • PBX (eg. Innovaphone)
      • IP-Phones (eg. SNOM)
      • Terminaladapters (eg. AVM Fritz Box)
      • Asterisk, SER, …
  • 15. Other ENUM „flavours“
    • Infrastructure ENUM
      • Carrier / number range holder in charge
      • standardization still ongoing
      • terms & conditions for peering agreement can be defined between carriers
      • no direct benefit to end user
    • Private ENUM
      • ENUM in closed environments
  • 16. ENUM at a glance Carrier A Carrier B User ENUM infra ENUM PBX User A PBX User B publishes queries Call setup Infrastructure ENUM Queries publishes Call setup User-ENUM
  • 17. Business Models for existing Registrars
    • Up-selling for access customers to foster customer retention / loyalty
    • Bundling DSL with ENUM-enabled soft-PBX
    • Upgrading legacy-PBX systems with Asterisk
    • „ Beeing different“ … we are the „good guys“
    • Independent VoIP accounts using +43 780
    • no real business model (yet) for mobile numbers :-/ (Instant Messaging vs. SMS?)
  • 18. VoIP market
    • numerous „VoIP“ products around
      • open and independent accounts, TDM-replacements, proprietary solutions
    • average user will not understand product features
    • to communicate the USER-advantage of ENUM enabled VoIP-solutions is key
      • "free calls over the Internet"
      • Internet calling Internet  no need for PSTN
  • 19. ENUM Federation - Motivation
    • ENUM is a complicated technology
    • Only geeks know what it can be used for
    • Products that use ENUM are hard to identify for end users
    • „ VoIP“ can mean a lot of things
    • People want solutions, not technology
      • Remember the turbo charger
  • 20. ENUM Federation - Mission
    • Make ENUM-based products easily recognizeable (and desireable!) for the end user
    • Define characteristics of such products
    • Establish a brand
    • Promote those solutions
  • 21. ENUM Federation – 1st product identity
    • „ free your voip“
    • Identifies VoIP products where
      • accounts are openly reachable via (user) ENUM..
      • And where accounts can reach other ENUM-enabled accounts …
      • Both for free
    • („if this logo is on my phone, i can talk to others that have that logo on their phone for free..“)
      • Community building
  • 22. ENUM Federation – work plan
    • Create identity (logo, brand, etc.)
    • Define product characteristics
    • Establish identity for product type
    • Promote
    • Supervise identity material usage
    • (create more product types, start over..)
  • 23. ENUM Federation – admin setup
    • Members: (user) ENUM tier 1 / registries
      • Currently commited: Ireland (+353), Czech Republic (+420), Austria (+43)
      • Broad interest from other registries
    • Identity users: vendors (esp. Tier 2 / registrars)
    • Current plan: Association under Czech law
      • Non for profit
      • Non-registry biased („oh no, not the Austrians again!“)
  • 24. ENUM Federation – questions / contact
    • Soon:
      • www.enumfederation.org
      • www.freeyourvoip.org
    • Until then:
      • [email_address]
      • [email_address]
  • 25. Goals
    • Boost attractiveness of open VoIP solutions
    • Pinpoint and communicate benefits to the customers (=users)
    • Raise customer demand for such solutions
    • Increase number of installations
      • As only a „network effect“ will sell User-ENUM in the long run
  • 26. How do we like to achieve this?
    • Marketing-Support for Providers of open, ENUM-enabled solutions
    • Create a „trademark“ for product features Kommunikation dieser Marke
      • Directory of suppliers
    • International „consortium“
      • Ireland, Czech Republic, Austria
      • Netherlands, UK and Germany are interested
  • 27. „ free your voip ™“
    • Logo
      • ENUM-enabled Products and services
      • Make it easy to select „right product“
      • Related examples: WiFi, Bluetooth, RSS icon, intel inside
    • Tagline
      • "free your VoIP" for VoIP/ENUM accounts
  • 28. "free your voip" - requirements
    • Reachable for incoming calls via ENUM
      • Open reachable SIP-Account
      • ENUM-Domain (e164.arpa) for number Rufnummer with SIP-entry in ENUM
    • ENUM for outgoing calls
      • all-call-query
      • Calls which an be terminated directly on IP using ENUM are free of charge (= not charged by call minutes or data volume; basic monthly fees may apply)
  • 29.
    • Thanks for your attention!
    • Questions?
    • enum.at GmbH
    • [email_address]

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