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The Architectural Models Of UC

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Presentation of evolution towards UC (Unified Communications) - given on a talk at IT 360 Conference in Toronto (Apr. 2008)

Presentation of evolution towards UC (Unified Communications) - given on a talk at IT 360 Conference in Toronto (Apr. 2008)

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    • 1. Architectural Models of UC Ronald Gruia Principal Telecom Analyst - Emerging Communications © 2008 Frost & Sullivan. All rights reserved. This document contains highly confidential information and is the sole property of Frost & Sullivan. No part of it may be circulated, quoted, copied or otherwise reproduced without the written approval of Frost & Sullivan. Toronto, April 7 th , 2008
    • 2. The Future of the Mobile Enterprise Landscape
      • “ At a Glance” Agenda
      • Current State of the Market & UC Definition
      • Current UC Architecture Overview
      • Future SOA-Based Enterprise Architecture
      • Conclusions
    • 3. 1. Current State of the Market & UC Definition
    • 4. Globalization - The Future of the Firm
      • Global firms will look like geographically differentiated network of capabilities and resources , instead of geographical subsidiaries in the traditional multinational model
      • Each geographical entity will have a strong set of local market facing capabilities. Some geographical entities will become “global leaders” for specific products, resources or services , which they will provide to the entire firm, as well as to external customers.
      • The firm as a whole will rely more on partners for non-core activities and resources – so the core will shrink and the periphery will expand .
      Mohan Sawhney McCormick Tribune Professor of Technology, Northwestern University
    • 5. Increased Collaboration Seen as a Key Productivity Driver
      • “ The corporation is undergoing the biggest change in a century. Due to deep changes in technology, demographics, business, the economy and the world, we are entering a new age where people participate in the economy like never before. This new participation has reached a tipping point where new forms of mass collaboration are changing how goods and services are invented, produced, marketed, and distributed on a global basis . This change does not wreck corporate profit. If understood, it presents far-reaching opportunities for every company and for every person who gets connected . ”
      Donald Tapscott “ Wikinomics: How Mass Collaboration Changes Everything” CEO, New Paradigm (International Think Tank) Adjunct Professor of Management, University of Toronto
    • 6. Current State of Market Need to Simplify Communications and Collaboration
    • 7. Top Communication Trends
      • Primary form of communication moving away from voice to other means
          • Instant messaging
          • SMS
          • Presence
          • E-mail
      • Collaborative working
      • High expectation in terms of responsiveness
      • Major form of self expression is evolving
      • Work life balance -> work life blending
    • 8. The Unified Conferencing and Collaboration Paradigm “ Less is More”
    • 9. UC Defined
      • Unified communications (UC) describes the cross-platform communication functions enabled by the extension of unified messaging to include real-time voice and data communications .
      Source : Frost & Sullivan
    • 10. Elements Leveraged by the UC Framework Source : Frost & Sullivan (Manoj Menon - Presentation Sep. 2007)
    • 11. 2. Current UC Architecture Overview
    • 12.
      • From a 10,000 foot perspective, UC represents the evolution to UM. At the most simplistic level, UC represents UM blended with some additional real-time elements (e.g. IM and find-me / follow-me) and other optional features such as advanced speech processing (ASR, TTS, STT, SV).
      UC: An Evolutionary Approach to UM
    • 13.
      • Refining the value proposition of UC is fundamental for market expansion. ROI models need to focus on tangible rather than “soft dollar” benefits (as was the case for UM)
      UC Needs a More Refined Value Proposition Than UM UC ROI Model for Monthly Savings
    • 14. UC Appeal to a Highly Mobile Enterprise
      • Increase the probability of successfully reaching someone right on the first attempt.
      • Key enabler that will help reach this goal: PRESENCE!
      • In a highly mobile enterprise, employees can spend a significant amount of their time away from their desks and UC allows them to be “better connected”.
      At desk Elsewhere Desk Person Software Designer On-Site Rover Admin. Assistant Site Wanderer IT Troubleshooter Tele Worker Remote Agent Off-site Rover Consultant Road Warrior Account Executive Global Cruiser Corporate Executive On site Off site 25% 25% 25% 25% 90% 10% 70% 30% 70% 100% 30% 10% 90% 90% 10% On the road At desk Source : Frost & Sullivan Employee % Time Spent
    • 15.
      • Integrated architecture (multiple message store) can support the integration with other vendors’ message stores much easier than the single message store model
      • Unified architecture (single message store) eliminates the synchronization issues of the multiple message store model
      Architecture Overview: UM / UC Multiple Message Stores Single Message Store Source : Frost & Sullivan Voice Network Internet TUI POP3: aggr.xyz.com e-mail WUI E-mail Web mail Voice Network Internet “ Aggregation Engine” TUI Voice Fax Distinct databases to maintain E-mail Other Services POP3: aggr.xyz.com
    • 16. Overall Enterprise Solution Considerations
      • Single-vendor versus multi-vendor “best-of-breed” approach
      • Systems Integrator choice (“single throat to choke”)
      • System management: voice channel versus service provider
      • Solution consideration: CPE/in-house versus hosted
      • Customer readiness: pre-assessment of existing infrastructure
      • Pricing models and finding a way to cap costs
      • Other considerations: security, bandwidth, etc.
      Enterprise Telecom Blueprint: A multiple and complex decision tree Source: Ronald Gruia Frost & Sullivan
    • 17. Situation Analysis – On Premise Software Vs. Services Source : Frost & Sullivan
    • 18. SaaS (Software as a Service) Trend Source : Frost & Sullivan Licensing Model Perpetual Subscription/Utilization Hosted On Premise
      • SaaS Benefits :
      • lower up-front financial commitment
      • greater flexibility and scalability
      • reduction of hardware/capital requirements
      • lower maintenance and support costs.
    • 19. 3. IMS Architecture Concept Applied to the Enterprise
    • 20. Defining IMS in Layman’s Terms Josef’s moustache and Leonid’s eyebrows represent the same line of hair, except the latter is vertically shifted upwards… That sounds a lot like a computer scientist’s solution to a problem: redefine it to a higher layer of abstraction! (the abstraction in this case is the “horizontalization” of common functions that can be re-used with IMS).
    • 21.
      • IMS Description : IMS (or IP Multimedia Subsystem) is an access, protocol and device agnostic specification that allows the convergence between wireline and wireless network architectures . This framework enables wireline, wireless and cable operators to offer a new generation of rich voice, video and multimedia services across both legacy circuit switched based and new packet switched based networking infrastructures.
      • Originally a 3GPP standard (included in Release 5 in 2002), IMS has become much more than just a wireless spec, with the IETF and now even Cable Labs using it as a blueprint for an IP multimedia and telephony core network system
      • IMS establishes an architecture of logical (not physical) entities, relying on SIP (Session Initiation Protocol) for call signaling between entities
      • The IMS framework represents a layered approach to services , with 3 defined planes: transport, service and control
      A More Formal IMS Definition
    • 22. IMS: A More Efficient Service Implementation Source : Frost & Sullivan
    • 23. IMS Architecture: A 10,000 Feet Level View Control Layer Application Layer Transport Layer Application Servers (AS) Call Session Control Function (CSCF) Home Subscriber Server (HSS) and Subscription Location Function (SLF) PDSN, GGSN or IP Network
      • The CSCF is a route engine (SIP Server and SIP Registrar) representing the central piece of the IMS architecture, responsible for various functions, including policy management and enforcement. The CSCF is application aware and relies upon real-time session data to manage resources.
      • The HSS is main database that holds all the end-user information; it also extends the functionality of the HLR (Home Location Register) used in GSM. The HSS eliminates the need to maintain different profiles and plays a key role in the AAA process (Authentication, Authorization and Accounting).
      UC and other messaging applications hardware and software reside in this layer and will have to interface with the CSCF and the HSS.
    • 24.
      • IP Centrex/SMB Hosted IPT and FMC currently are among the hottest enterprise IMS services
      IMS Making Its Way into the Enterprise… Wireline SPs Service Provider Infrastructure Vendor Service Launch Date British Telecom (BT) N/A BT Communicator (IMS client) N/A (note that current version from Alcatel/Yahoo! only uses SIP and is not yet an IMS application) British Telecom (BT) N/A BT Fusion (FMC service) September 2006 China Unicom Alcatel (Sylantro partnership) SMB Hosted IP Telephony, video telephony 1H 2007 France Telecom Siemens Fixed-mobile convergence N/A; 2/3 phases completed. Phase 3 includes a 200 customer trial KPN (Netherlands) Siemens Fixed-mobile convergence Deployment starting 2H 2005; expected launch in 2006 Shandong Unicom (China Unicom subsidiary) Lucent IP Centrex (SMB customers) N/A TDC (Denmark) Ericsson IP Centrex 2H 2006 Telefonica (Spain) Ericsson IP Centrex, FMC 2H 2006
    • 25. Applying IMS Architecture to the Enterprise Control Plane Application Layer Transport Layer Application Servers (AS) Call Session Control Function (CSCF) Home Subscriber Server (HSS) PSTN and IP Networks Media Gateways Media Resource Function (MRF)
    • 26. Applying IMS Architecture to the Enterprise (Cont’d) Control Plane Application Layer Transport Layer Home Subscriber Server (HSS) Application Servers (AS) PSTN and IP Networks Media Gateways Media Resource Function (MRF) Enterprise Call Management Server Enterprise Directory (LDAP) Audio Bridge Video MCU Enterprise WAN Carrier MPLS Legacy PSTN & ISDN Media Gateways Call Session Control Function (CSCF) Access Layer Messaging / Presence Voice, video, and web conferencing Mobile Multi-media Unified Communications
    • 27.
        • Almost a one-to-one mapping of the main functions
        • “ Horizontalization” can be also achieved in the enterprise
        • Key takeaway:
        • “ Functional decomposition” (carrier world) -> SOA (enterprise world)
      Functional Mapping of IMS in the Enterprise Telecom World Enterprise World Session Control (SIP) Session Control (SIP) User Interface (Interaction) Personal Communications Manager Presence User Status (Instant Messenger) Subscriber Identity Enterprise Directory Subscriber Charging (User Policy Functions) Service Provisioning Call Features Configuration Tool Account Administration System Administration
    • 28. 4. Future Trends
    • 29.
      • Enterprise Call Management / Processing Server: the brains
      • SIP Application Servers: the value (applications!)
      • Media Servers: the brawn
      • General Purpose vs. Application Optimized
        • General Purpose
          • Many different types of applications
          • Most require enterprise to build or find third-party applications
          • Best for variety at lower scale
        • Application Optimized
          • Focused on specific application types
          • Handle highly intensive, technical applications very well
          • Best for focused needs at higher scale
      Key New Elements for Enterprise
    • 30. Enterprise Perspective of What the Future Will Look Like Source : Frost & Sullivan
    • 31.
      • The “ITfication” of the Telecom industry: IMS is just another instance of that phenomenon
      • Vendors will have to focus on their core competencies and know who to partner with
      • Services can be a backdoor to winning future business
      Money Will Be in Software and Services Note : Pie charts are only for illustrative purposes – adapted from a CounterPath presentation Services Services Apps Apps Hardware Today 2012 Hardware
    • 32. The Impact of SOA/IMS on Applications and UIs The apps of the future : adaptive (depending on access and device type), seamlessly ubiquitous , SIP-enabled , handling location intelligence and user availability . Ease of use will be an imperative, with information being pushed to available end-users so that they could decide in real-time how to handle an incoming event. Interfaces will be multi-modal, including speech.
      • Application Trends : “smart” applications, more information pushed to users
        • IMS will allow the creation of new “ combinational services ”
        • SIP-enabled personal agents managing presence, mobility, and preferences
        • Content management , depending on type of connection (local / carrier)
        • Remarkable increases in edge intelligence - “smart” apps simpler to use
      Clients/UIs need to be smarter, more user-friendly. WLAN Wired LAN 3G (W-CDMA, EV-DO)
    • 33. 5. Conclusions
    • 34.
      • True convergence of voice, video, & data communication
      • Service reliability and availability
      • Expandability – scale and scope
      • Reduced administrative complexity & cost
      • Flexibility to work with solutions from multiple vendors
      • Rapid development of custom applications
      • Ubiquitous access anywhere any time
      Benefits of IMS for Enterprise Elements to Consider
      • Full solution availability
      • Proven vendor
      • Standards compliance
      • Valuable applications
      • Expertise in end user experience
      • Proven ability to scale
    • 35.
      • Establish presence in early adopter segments:
        • Mobile professionals : road warriors, sales force, customer facing organizations and traveling executives.
        • SOHOs / teleworkers : the increasing corporate trend of the work-from-home model coupled with the growth in the SOHO market are fueling the rise in this segment
      • Key vertical segments that can offer excellent entry points and cross-selling opportunities for UM include:
        • Real-estate
        • Insurance / financial
        • IT / telecom
        • Travel
      • Keep incorporating features such as:
        • Speech Processing: barge-in, NLU (Natural Language Understanding) and speaker training
        • Real-Time Communication: live call management, IM, scheduling, etc.
      Unified Communications: Strategic Recommendations
    • 36. Evolution of the Business Case for UC End-user Value Creation Tactical Strategic
    • 37. UC: Changing the Way Enterprises Conduct Business “ Introducing new technology alone is never enough. The big spurts in productivity come when a new technology is combined with new ways of doing business .” Thomas Friedman – “The World is Flat”
    • 38. Q & A Session Ronald F. Gruia Program Leader, Principal Analyst – Emerging Telecoms  rgruia@frost.com  416-490-0493 Thank You
    • 39. Frost & Sullivan: Leading Growth Consulting & Research Firm with 30 offices across the globe and more than 45 years of partnership with Blue Chip firms