Next Gen Ip Services

Next Gen IP Services
G Suresh Kumar

Business Concept
- 2 -
The idea or concept proposed tries to introduce Low cost IP as aService to Small and Medium businesses (SMBs). The concept
also includes delivering converged communication and other managed services through a unified platform. The ease
of configuration of service and novel means of provisioning make the model highly innovative. Product marketing to
Value Added Resellers (VARs) is also discussed. The stakeholders involved are new Startup, SMBs, technology vendors,
connectivity providers and VARs.
Service
Provider
SMBs
IP in a Box
Revenue Share
Support, Updates, Customization
IP as a Service
Value Added Reseller

Current Scenario in SMB communication
Pain Areas:
Fixed Line
Provider
Connectivity
Provider
Multiple entities are involved to effect
enterprise communication.
Finger-pointing happens in the event of faults.
Heavy investment is required on fixed phone
lines.
Enterprise collaboration is minimal.
Softphone
Provider
IP Phone
Provider
IT Backend
SMB

Current Scenario in SMB communication
1. Service Configuration
Connectivity
Provider
Pain Areas:
Fixed Line
Provider
Complicated Deployment and management processes.
Numerous calls to be made and forms to be filled for
setting up communication.
Cost Factors
IT know-how is required.
SMBs have to spend a lot to constantly maintain and
upgrade their systems to stay competitive.
No transparency in billing.
SMB
Softphone
Provider
IP Phone
Provider
2. Service Management
Support
SMB
IT Staff
SMB
3. Updates/customization
IT Staff
$$$
SMB
Service
Providers

SMB - Current Scenario
- 5 -
Connectivity
Provider
Fixed Line
Provider
Service
Providers
Service
Providers
Connectivity
Providers
Softphone
Provider
Technology
Vendors
Technology
Vendors
Technology
Vendors
IP Phone
Provider
SMBs
Technology
Vendors
Voice
Technology
Vendors
ICT
Providers
Network
Services
Service
Providers
Backup
services
Security
SMB
IT Staff
IT Services
SMBs in current scenario deal with multiple partners and vendors for their voice, data , connectivity,
IT needs etc, complicating the deployment and management of various services required.

Pain Areas/Opportunities
SMB market segment is high-volume, low margin
Prefer to deal with a single partner / POC for ICT issues and optimize procurement and supplier management costs
SMBs require solutions
Easy-to-use
Available off-the-shelf (with little customization)
No specific skills to operate (fast learning curve)
Prefer a specialized partner that can be the “extended” IT personnel
Business Needs
Business efficiency driven by faster and better interactions with customers and
partners and consequent improved customer relationship
Business flexibility driven by sharing business information in real-time, remote
access, mobile workers.
Productivity increase driven by automation, focus on core-business, self-service
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Market Speak
Forrester Research forecasts that SMBs will drive 36% of Europe’s managed service revenues – jointly spending almost €8 billion in 2008.
Worldwide Revenue for Business Gateway and Office-in-a-box solutions would be reaching €1.7 Billion – Forrester Research.
Analysis strategy consulting predicts that SMB business needs, fostered by broadband, will allow telecom operators and ISPs in major European countries to add €25,000 per year in 2008 to ARPU levels for sites of over 20 employees.
Analysis Strategy predicts that the revenue from Value Added Services through broadband will grow from €1.1 billion in 2003 to €10.3 billion in 2008.
The global SMB segment for PBX (IP and TDM) is set to reach US $6.7 billion in 2007 - Source AMI Partners Inc.
The number of SMBs in China is expected to grow to 12 million in 2008 and represent 10.5% of GDP (Source: AMI Partners Inc. and State Statistics Bureau)

Competitive Analysis: Current Competitor Set
BT
Strong presence in the SMB market
Comprehensive SMB solutions for communication
Offers solutions even when on the move and abroad
“Communications Complete”, a unified messaging solution for SMBs launched in collaboration with Cisco.
Cisco
Expertise in networking hardware
Cisco Call Manager Express is a communication solution for SMBs
Recently launched Cisco Smart Business Communication System for APAC market.
Microsoft
Expertise in network software
Collaborates with Cisco to provide SMB services
MS Small Business Server
M5
Good presence in VOIP market
Provides Voice as a Service to Small and Medium Businesses
Target market is niche verticals in SMB
Others
- 8 -

Competitive Offerings … example
9

IP in a Box
IP in a Box Back End
IP in a Box Front End
Service Provisioning
System
Plug & Play
Service Configuration
Billing Engine
Requests
INTERNET
Service Management
Interface
SMB
Office
CRM Engine
IP as a Service
NOC configuration
Interface
Service Provider’s Network
Customization
Interface
Database
One Stop for all Communication needs
Easy End-End Management

IP in a Box Services Model
BPO
IDM
Support
Billing
Voice as a Service model
Requests
Service
Configuration
Backup as a Service Model
SMB
Office
Self Service Model
Service
Management
Services
Remote
Web Servers
& Web Services
Device Layer
CRM
Network Services
All IP based
Model
SMB Office in a Box

Value Proposition
- 12 -

Value Proposition
- 13 -

Service Architecture
24X7 Support
Service
Management
Billing
configuration
Network Data
Configuration
management
Provisioning
Targeted/Segmented
Offerings
IP As A Service Platform
SMB 1
SMB 2
Service Arena
Basic Services
(IM,Voip,email etc.)
SMB 3
SMB 4
SMB 5
3rd party Service
Players
+
Start up
Support Engine
Layered
Model
Network Zone
Connectivity
Providers
Value Added Resellers
Technology
Vendors

Data
Analytics
CRM
ERP
Web Portal
Knowledge
Management
24X7 Support
Configuration
Management
Billing
Service
Management
Voice
E-mail
IM
Video
Collaboration
Value Added Services
DSL/BB
HOSTED PLATFORM
SMB 1
SMB 2
Default Services
SMB 3
On Demand Solutions
SMB 4
SMB 5
Support Engine
New Layer exists in the hosted platform
Seamless integration with existing services
Tailor-made Solutions

Current Technology Vendor Classification
Value for SMB
Value
Proposition

Current Technology Vendor Choices

Proposed Feature Segmentation
SMBs
Features
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Value Added Reseller Strategy
SMB (100-199)
SMB (199-499)
SMB (0-99)
1. Gold Discount.
2. Tier 1 TVP.
3. DS + VAS.
4. Gold Training and
reward programs.
1. Gold Discount.
2. Tier 3 TVP.
3. DS + VAS.
reward programs.
1. Gold Discount.
2. Tier 2 TVP.
3. DS + VAS.
reward programs.
Gold Partner
1. Silver Discount.
2. Tier 2 TVP.
3. DS + VAS.
4. Silver Training and
reward programs.
1. Silver Discount.
2. Tier 1 TVP.
3. DS + VAS.
reward programs.
1. Silver Discount.
2. Tier 3 TVP.
3. DS + VAS.
reward programs.
Silver Partner
1. Tier 2 TVP.
2. DS .
1. Tier 1 TVP.
2. DS .
1. Tier 3 TVP.
2. DS .
Registered Partner
VAS – Value Added Services.
TVP – Technology Vendor Product.
DS – Default Services.

Working Model
Help in competing in new markets with its wide geographic reach
Front and Backend Integration
Ensuring Seamless delivery of services
Enabling plug and play configuration
Front End Portal maintenance
Provisioning the right kind of service with industry knowledge and domain expertise
Assuring QoS
Extending Managed services to business and IT consultancy
Avoiding feature proliferation by making the service configurable thereby eliminating unnecessary complications

Additional Revenue Streams as key USP
Ads on the Collaborative platform:
Third party advertisements can be displayed on the collaborative platform that the staff use.
Web portal that the staff use for collaboration can display third party flash adverts.
Mobile phones of staff containing the collaborative application can display static ads.
The Service logic can involve a smart rules engine incorporating a set of rules to generate ads dynamically
Web Portal
Hyperlink Ads, Banner Ads, Flash Ads etc
Advertising Engine
Mobile Phone
Text Messages, Discount coupons, etc
Third Party Advertisers
Ads
Voice and Conference Services
Ads on Hold Tune, caller tune,
background of video conferencing, etc
Billing Engine
Bill
SMB Employee touch points
- 21 -

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Next Gen Ip Services

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