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