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10 fn s14 10 fn s14 Presentation Transcript

  • The leader in session border control for trusted, first class interactive communications
  • SIP trunking – Overcoming the obstacles and enjoying the benefits Michael Leo Director, Enterprise & Contact Center Solutions Marketing
  • How Do Your Children Communicate? IM / Video Cellular Email FutureNet APKT SIP Trunking May 2010
  • Agenda What is SIP trunking Challenges facing SIP trunking deployment Benefits of deploying SIP trunking Why you need a Session Border Controller when deploying SIP trunking SIP trunking example Case studies Net-Net About Acme Packet FutureNet APKT SIP Trunking May 2010 4
  • What is SIP trunking? Direct IP peering between SIP- Based on reference architecture enabled IP PBXs and Service defined by SIPConnect Forum Provider SIP-enabled networks Replacement of TDM-based Converts TDM trunks on-site to trunking (PRI and CAS trunks) SIP-based media streams to the Logical SIP trunk overlaying carrier network IP network Based on mature SIP standards FutureNet APKT SIP Trunking May 2010
  • Positive outlook for SIP trunking Still in early stages – CY08, $130M in revenue, 208.5K SIP trunks North America driving SIP trunking – 74% total trunk shipments in CY08 $4 6 Trunks (M) Revenue (US$B) $3 SIP Trunking 5 2008-2013 CAGR of 91% $3 4 $2 3 $2 2 $1 $1 1 $0 0 CY08 CY09 CY10 CY11 CY12 CY13 Revenue Trunks Infonetics: June 2009 FutureNet APKT SIP Trunking May 2010 6
  • Challenges facing SIP trunking Adoption – Under 3% of current trunk installations, but growth is rapid (300%+/year) Availability – Limited pool of providers, but expanding rapidly Standards – Service Providers’ offers diverge greatly Interoperability – Legacy TDM platform must be converted to SIP through voice enabled router SIP signaling implementations can hamper performance/security – Some vendors only implement specific SIP signaling mechanisms Security – IP communications and UC networks require security, just like data network FutureNet APKT SIP Trunking May 2010
  • Benefits of SIP trunking Lower telecom costs by 30-70% Improve stability by moving all technology into centralized data centers Business continuity/disaster recovery Answer all calls all the time no matter which number a customer calls on (local or toll free) Improve productivity by further integrating communication with people, process, and information 100% call recording for industry compliance, quality monitoring, and speech analytics Foundation for UC deployments (audio/video conferencing, presence, chat) FutureNet APKT SIP Trunking May 2010 9
  • SIP trunking driving rapid adoption for UC applications Irwin Lazar, Nemertes Research VoiceCon SF, 11/4/09 FutureNet APKT SIP Trunking May 2010
  • Industry observations ―SIP trunking services have been commercially available since 2005, but only now are enterprises grasping the business case, which can be very compelling within certain enterprise segments‖ Brian Partridge, Yankee Group analyst ―SIP trunking revenues will be about twice as large a revenue stream as hosted PBX services by 2012, possibly representing about $10 billion worth of annual revenue.‖ Frost & Sullivan ―There are some technical hurdles to overcome when deploying SIP trunks, but most of them were related to the fact that most firewalls and other traditional security cannot handle the bidirectional nature of voice and other communications— most of which can be overcome through the use of a session border controller.‖ Zeus Kerravala, The Yankee Group FutureNet APKT SIP Trunking May 2010 11
  • What is a session border controller? Session – real-time, interactive communications—voice, video & PSTN multimedia—using SIP, H.323, MGCP/NCS, H.248, RTSP PSTN origination PSTN & termination termination Border – IP-IP network borders 1. Interconnect/peering: IP transit Directory services between service providers IP contact center 2. Subscriber access: enterprise, residential or mobile services 3. Data center: retail or wholesale services 4. Enterprise: intra- & Residential Large extra-enterprise enterprise Mobile & business services services Control 1. Security 2. Service reach maximization 3. SLA assurance 4. Revenue & cost optimization 5. Regulatory compliance FutureNet APKT SIP Trunking May 2010
  • SBC solution controls four IP network borders 1. SIP trunking border 4. Hosted services border VoIP & UC security IP Contact center, subscribers audio/video conferencing, PSTN IP Centrex, etc. SIP trunking SIP & H.323 interoperability Service providers Data center disaster recovery Data Remote site survivability centers IP PBX UC Contact center virtualization Remote site & worker connectivity via the Internet Private network Internet Regulatory compliance H.323 SIP SIP – recording & privacy Regional Remote HQ/ Nomadic/ Tele- Remote site site campus mobile user worker site 2. Private network border 3. Internet border FutureNet APKT SIP Trunking May 2010
  • Example case study Fortune 1,000 healthcare organization 5,000 employees 500 agent call center Challenge – reduce costs by consolidating trunking into a centralized data center FutureNet APKT SIP Trunking May 2010 14
  • Current trunk costs Trunk Type Access Trunks Usage Usage Features Sub Total T1/PRI Inter-State Intra-State Basic Toll Free 33 750 4250000 750000 750 Default $300 0 0.02 0.05 $50 Sub Total $9,783 $0 $85,000 $37,500 $37,500 $169,783 Long Distance 22 500 3750000 1250000 500 TDM trunks Default $300 0 0.02 0.05 $3 Sub Total $6,522 $0 $75,000 $62,500 $1,500 $145,522 Local 43 1000 0 2500000 1000 Default $300 $35 0 0.01 $5 Sub Total $13,043 $35,000 $0 $25,000 $5,000 $78,043 Support 2.5 people $20,000 Taxes 10% $39,335 Monthly Total $452,683 Yearly Total $5,432,196 FutureNet APKT SIP Trunking May 2010 15
  • New SIP trunk costs Trunk Type Access Trunks Usage Usage Features Sub Total T1/PRI Inter-State Intra-State Basic Toll Free 33 750 4250000 750000 750 Default $300 0 0.02 0.05 $50 Sub Total $9,783 $0 $85,000 $37,500 $37,500 $169,783 Long Distance 22 500 3750000 1250000 500 TDM trunks Default $300 0 0.02 0.05 $3 Sub Total $6,522 $0 $75,000 $62,500 $1,500 $145,522 Local 43 1000 0 2500000 1000 Default $300 $35 0 0.01 $5 Sub Total $13,043 $35,000 $0 $25,000 $5,000 $78,043 Support 2.5 people $20,000 Taxes 10% $39,335 Monthly Total 2,250 $160,000 $44,000 $452,683 Yearly Total $5,432,196 Trunk Type Access Trunks Usage Usage Features Sub Total Ethernet Inter-State Intra-State Basic SIP trunks SIP Trunks 4 1500 0 0 0 Default $5,000 $25 0 0 $5 Sub Total $20,000 $37,500 $0 $0 $7,500 $65,000 Support 1.25 people $10,000 Taxes 5% $3,750 Monthly Total $78,750 Yearly Total $945,000 FutureNet APKT SIP Trunking May 2010 16
  • Savings using SIP trunks Reduction of telecom costs of $4.4 million dollars a year Savings summary – Access - 4 Ethernet/MPLS vs. 98 T1/PRIs – Trunk aggregation - From 2,250 voice trunks to 1,500 SIP trunks – Flat rate usage - $25/month per trunk including 1,000 minutes LD – Tariff/Rate Reductions - Less advanced feature costs like transfers, no intrastate or local usage charges FutureNet APKT SIP Trunking May 2010 17
  • SIP trunking case study - TruGreen Application SIP trunking border – SIP trunking (VzB) for IP- PBXs to reduce PSTN costs – Net-Net SBC at trusted access and PSTN interconnect borders support approximately 225 locations Problems overcome – High costs and inefficient PRIs and FX lines for 225 individual TruGreen locations – Protect data center from attacks Data – Call routing & load balancing centers – Need for high VoIP call quality – Centralized routing table admin IP PBX CC Acme Packet advantage – Interoperability with service provider Acme Packet SBCs – Net-SAFE security features Private network – Policy-based routing and load balancing SIP – Strong recommendations from other large SIP SIP enterprises – Better than Cisco! Regional Remote HQ/ Solution overview site site campus – Acme Packet Net-Net 2600-SD Private network border FutureNet APKT SIP Trunking May 2010 18
  • Net-Net TDM-to-IP transition well underway – Reduce costs, improve communications efficiency – Mobility, collaboration, presence and video drive IP transition and complexity – Compliance – call recording, emergency services, domain separation – IP PBX extensively deployed but exist as islands Unified Communications (UC) is the new focus – Migrate mission critical applications onto IP network – Integrate chat, voice and video into contact center and business applications – Introduce presence and mobility into application delivery process – Transition call centers to multimedia customer care centers SIP trunking can reduce voice trunking cost for an organization by 50% of more – Most implementations have a positive ROI in less than one year SIP Trunking is not an all or nothing endeavor – Start with moving outbound voice traffic to SIP trunks to get a quick ROI with little risk and keep the existing PSTN trunks as a backup FutureNet APKT SIP Trunking May 2010 19
  • Acme Packet at a glance Session Border Control (SBC) category creator and leader with 50-60% market share Founding team 980 customers in 104 countries, many with multiple applications/projects Over 790 service providers – Wireline, wireless & cable – 183 tier 1 service providers – 90 of top 100 – 13 of top 15 North American MSOs Over 185 enterprise & contact centers – 11 of Fortune 25 Revenue ($M) EPS (non-GAAP) Premier distribution & integration partners $184 $0.46 - 100+ worldwide $0.35 $142 Experienced, long-standing leadership team $116 $0.27 450 employees in 31 countries, Burlington, MA headquarters Public company (NASDAQ: APKT) with strong financials 2008 2009 2010 guidance 2008 2009 2010 guidance FutureNet APKT SIP Trunking May 2010 20
  • Q&A Visit www.acmepacket.com for more information Follow us on Twitter @ Acme_Packet or at www.sip-enterprise.com