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  1. 1. Global Carrier Open Source Case Study: How Primus Canada Easily, Economically Built A Popular New Service Using www.SIPdev.org June 11, 2008
  2. 2. Matt Stein Vice President of New Technology and Services Primus Canada
  3. 3. About Primus Canada <ul><li>Division of global carrier Primus Telecommunications </li></ul><ul><li>Broad selection of consumer & business telecom services </li></ul><ul><ul><li>Long Distance & Local Phone Service, TalkBroadband (VoIP), Wireless & Internet services </li></ul></ul><ul><ul><li>1 million+ customers </li></ul></ul><ul><ul><li>46 Points of Presence </li></ul></ul><ul><ul><li>National Backbone </li></ul></ul>
  4. 4. Our IP Cornerstone: VoIP Subscribers & Applications <ul><li>We differentiate & grow by creating our own services in-house </li></ul><ul><ul><li>Rich, innovation-friendly service creation environment & scalable SPD are essential </li></ul></ul><ul><li>Services must be future-proof, supporting national scale & IMS migration </li></ul><ul><li>Open source approaches attractive, but the popular solution didn’t allow us to either create or scale </li></ul><ul><li>Our in-house developers seek to simplify new service initiatives </li></ul><ul><ul><li>Sharply decrease development cycle lengths & investments, eliminate risks of abandoned initiatives </li></ul></ul><ul><ul><li>Minimize need for advanced programming & protocol expertise </li></ul></ul><ul><ul><li>Leverage our proven component interoperability </li></ul></ul>
  5. 5. The Telemarketing Guard Concept <ul><li>“Do not call” list does not yet exist in Canada </li></ul><ul><ul><li>Even when it does – DNC requires compliance </li></ul></ul><ul><li>Customers were increasingly disturbed by interruptions from telemarketers </li></ul><ul><li>Market study showed telemarketing to be most annoying aspect to phone service </li></ul><ul><li>Needed to help all Primus business & residential customers to identify and control escalating telemarketing calls </li></ul>
  6. 6. Telemarketing Guard <ul><li>Automatically identifies & intercepts suspected frequent, mass telemarketing calls. </li></ul><ul><ul><li>Telemarketers can provide their name or purpose for their call </li></ul></ul><ul><li>Subscriber’s phone will ring and, if answered, will alert subscriber to intercepted a call & play the caller’s recorded message </li></ul><ul><ul><li>Allows subscriber to decide to answer phone with knowledge of potential telemarketer </li></ul></ul><ul><li>Subscriber can then: </li></ul><ul><ul><li>Take the call but then use *44 to block the caller from future calls; </li></ul></ul><ul><ul><li>Send the caller directly to voicemail; </li></ul></ul><ul><ul><li>Reject the call by using a keypad entry or by hanging up the phone; Send the current call & all future calls from the originator to voice mail. </li></ul></ul>
  7. 7. Telemarketing Guard <ul><li>User Interface </li></ul><ul><ul><li>IVR </li></ul></ul><ul><ul><li>Web Portal </li></ul></ul><ul><li>Decision and reporting of telemarketers in the hands of consumers </li></ul><ul><li>Rate of calling, time of calling, user reports, rate of reports, etc, all incorporated into decision that a number is a telemarketer </li></ul><ul><li>Patent pending </li></ul><ul><li>Licensing to other carriers </li></ul>
  8. 8. Development Decisions <ul><li>Because this is an add-on service, revenue goals were secondary to customer satisfaction and Primus differentiation </li></ul><ul><li>3 rd party custom development of new service proved too expensive given our needs </li></ul><ul><li>Considered JAVA-based SDP & popular IP PBX Open Source technology: </li></ul><ul><ul><li>Sharp scale limits to service – would be below our needs </li></ul></ul><ul><ul><ul><li>Difficult to gauge how many calls we would have to address, so needed something from someone we could count on to help scale if necessary </li></ul></ul></ul><ul><ul><li>Complexities, “line code” interfaces & lack of easy objects required intense in-house prior development experience </li></ul></ul>
  9. 9. Creating Telemarketing Guard <ul><li>Had previously deployed Pactolus turnkey applications but had no prior familiarity with SCE </li></ul><ul><li>SIPdev.org object-based service creation platform simplified new service development </li></ul><ul><li>SIPdev.org also provided open source Pactolus “glue-ware,” ie. service framework </li></ul><ul><li>Replaces commercial ‘service connection points’ with open source resources to run the application such as: </li></ul><ul><ul><li>My SQL Database </li></ul></ul><ul><ul><li>PHP Web Interface from phone service had to integrate </li></ul></ul>
  10. 10. Creating Telemarketing Guard <ul><li>Prototype was built & running within two weeks </li></ul><ul><ul><li>Initial calls passed in less than 48 hours </li></ul></ul><ul><li>Fully developed in-house significantly below initially projected budget </li></ul><ul><li>Now featured as differentiating value-add onto every business & residential service </li></ul><ul><li>Meeting all scale benchmarks </li></ul><ul><ul><li>Over a million calls screened per month </li></ul></ul><ul><ul><li>Four million calls per week processed and passed on </li></ul></ul><ul><ul><li>Customer satisfaction very high </li></ul></ul><ul><ul><ul><li>65% report less telemarketing calls than before </li></ul></ul></ul><ul><ul><ul><li>89% report that having Telemarketing Guard would be a factor for them in considering changing providers </li></ul></ul></ul>
  11. 11. Ken Osowski, Pactolus
  12. 12. A Coherent, Flexible Architectural Approach? <ul><li>Built for Development of A Single App: IP PBX </li></ul><ul><li>No Separation of Platform from App </li></ul><ul><li>No Telco-Specific Developer Environment or Features </li></ul><ul><li>Scale Beyond Enterprise an Afterthought </li></ul><ul><ul><li>High % of Walk-Aways </li></ul></ul><ul><li>Monetized via Proprietary Hardware </li></ul>1 st Gen Open Source Model Proprietary Hardware IP PBX
  13. 13. A More Complete, Flexible & Scalable Architecture Telco-Grade Flexibility, Scale, Simplicity 1 st Gen Open Source Model Proprietary Hardware IP PBX Open Hardware Service Creation Environment-built Any Application Scalable Service Delivery Platform vs .
  14. 14. VoIP Open Source Choices: 5 Selection Factors <ul><li>Scope </li></ul><ul><li>Level of advanced programming skills required </li></ul><ul><li>Protocol experience requirements </li></ul><ul><li>Feature flexibility for ongoing service enhancements & customization </li></ul><ul><li>Reliability & Scale </li></ul>
  15. 15. VoIP Open Source Choices: 5 Selection Factors <ul><li>Scope </li></ul><ul><ul><li>Extent of open source IMS applications, components, extensions or freely accessible developer resources </li></ul></ul><ul><ul><li>Breadth of applications – just IP PBX? </li></ul></ul><ul><ul><li>Separate platform vs. all-in-one application? </li></ul></ul>
  16. 16. VoIP Open Source Choices: 5 Selection Factors <ul><li>Scope </li></ul><ul><li>Level of advanced programming skills required </li></ul><ul><ul><li>C++ </li></ul></ul><ul><ul><li>Java </li></ul></ul><ul><ul><li>Simple object interfaces </li></ul></ul>
  17. 17. VoIP Open Source Choices: 5 Selection Factors <ul><li>Scope </li></ul><ul><li>Level of advanced programming skills required </li></ul><ul><li>Protocol experience requirements </li></ul><ul><ul><li>SIP, DIAMETER </li></ul></ul>
  18. 18. VoIP Open Source Choices: 5 Selection Factors <ul><li>Scope </li></ul><ul><li>Level of advanced programming skills required </li></ul><ul><li>Protocol experience requirements </li></ul><ul><li>Feature flexibility for ongoing service enhancements & customization </li></ul><ul><ul><li>Some limit post-deployment customization </li></ul></ul><ul><ul><li>Some make post-deployment customization more complex or painful </li></ul></ul><ul><ul><ul><li>Changes to software </li></ul></ul></ul><ul><ul><ul><li>Redeployment </li></ul></ul></ul>
  19. 19. VoIP Open Source Choices: 5 Selection Factors <ul><li>Scope </li></ul><ul><li>Level of advanced programming skills required </li></ul><ul><li>Protocol experience requirements </li></ul><ul><li>Feature flexibility for ongoing service enhancements & customization </li></ul><ul><li>Reliability & Scale </li></ul><ul><ul><li>Reliable call state depends upon developer’s ability to cluster app servers, create failover application logic. </li></ul></ul><ul><ul><li>Failure to scale often an issue </li></ul></ul><ul><ul><li>Commercial proof points: essential </li></ul></ul><ul><ul><li>Implementers often forced to invest in multiple approaches </li></ul></ul><ul><ul><li>Directly impact success rates and completion/launch cycles </li></ul></ul>
  20. 20. Overview of VoIP Technology Vendors <ul><li>Asterisk </li></ul><ul><ul><li>Scope – One application </li></ul></ul><ul><ul><li>Programming skills – C++ </li></ul></ul><ul><ul><li>Protocol Expertise – if extending the framework </li></ul></ul><ul><ul><li>Feature Flexibility & Usability – Using complex SDK </li></ul></ul><ul><ul><li>Reliability & Scale – Not carrier-grade </li></ul></ul><ul><li>BEA, Oracle, & IBM </li></ul><ul><ul><li>Scope – No applications provided </li></ul></ul><ul><ul><li>Programming Skills – Java </li></ul></ul><ul><ul><li>Protocol Expertise – Required </li></ul></ul><ul><ul><li>Feature Flexibility & Usability – No SCE w/ built-in objects </li></ul></ul><ul><ul><li>Reliability & Scale – Early deployments </li></ul></ul>
  21. 21. Overview of VoIP Technology Vendors <ul><li>Broadsoft </li></ul><ul><ul><li>Scope – One application </li></ul></ul><ul><ul><li>Programming Skills – Not cutomizable </li></ul></ul><ul><ul><li>Protocol Expertise – No </li></ul></ul><ul><ul><li>Feature Flexibility & Usability – No SCE </li></ul></ul><ul><ul><li>Reliability & Scale – Systems have scaled up to 100,000 subscribers or roughly 10,000 sessions </li></ul></ul>
  22. 22. Overview of VoIP Technology Vendors <ul><li>Pactolus </li></ul><ul><ul><li>Scope – 8 pre-built customizable applications </li></ul></ul><ul><ul><li>Programming Skills – Not required using SCE </li></ul></ul><ul><ul><li>Protocol Expertise – Not necessary using SCE </li></ul></ul><ul><ul><li>Feature Flexibility & Usability – Features can be added using SCE or SDK </li></ul></ul><ul><ul><li>Reliability & Scale – Deployments of up to 50,000 sessions </li></ul></ul>
  23. 23. VoIP Open Access/Open Source Technologies <ul><li>Vary in scope </li></ul><ul><ul><li>No open source IMS applications, components, extensions or freely accessible developer resources </li></ul></ul><ul><ul><li>Provide only one application: Asterisk - IP PBX </li></ul></ul><ul><ul><li>Can download the platform (or parts of) without applications </li></ul></ul><ul><ul><ul><li>BEA, IBM </li></ul></ul></ul><ul><li>Requires advanced programming skills </li></ul><ul><ul><li>Asterisk (C++), </li></ul></ul><ul><ul><li>BEA, Oracle, IBM (Java) </li></ul></ul><ul><li>Require protocol experience </li></ul><ul><ul><li>SIP, DIAMETER </li></ul></ul><ul><li>Are difficult to add features to </li></ul><ul><ul><li>Asterisk provides limited customization </li></ul></ul><ul><li>Reliability & scale questionable: </li></ul><ul><ul><li>Reliable call state depends upon developer’s ability to cluster app servers, create failover application logic. </li></ul></ul><ul><ul><li>Failure to scale often an issue </li></ul></ul><ul><ul><li>Commercial proof points spotty </li></ul></ul><ul><ul><li>Implementers often forced to invest in multiple approaches </li></ul></ul>
  24. 25. www.SIPdev.org <ul><li>Downloads page with full VoIP/IMS developer toolkit: </li></ul><ul><ul><li>Service creation environment </li></ul></ul><ul><ul><li>Service deployment platform </li></ul></ul><ul><ul><li>Software-based media server with IVR/Conferencing support </li></ul></ul><ul><li>Open source reference applications and tutorials </li></ul><ul><li>Comprehensive documentation </li></ul><ul><ul><li>Over 200+ documents available now – FAQs, how-to articles, etc </li></ul></ul><ul><li>Proven interoperability with wide range of 3 rd party products </li></ul><ul><ul><li>Best-in-class media servers, SIP gateways, speech engines </li></ul></ul><ul><li>Vendor partner links hosting partners, integrators, interoperable products </li></ul><ul><li>On-line forum for developer community </li></ul>
  25. 26. www.SIPdev.org in action: Step 1: add event handlers for your application
  26. 27. www.SIPdev.org in action: Step 2: drag-and-drop building blocks
  27. 28. www.SIPdev.org in action: Step 3: configure building blocks
  28. 29. www.SIPdev.org in action: Step 4: use JavaScript editor to set application variables, as needed
  29. 30. www.SIPdev.org in action: Step 5: provision application into the network
  30. 31. www.SIPdev.org : VoIP Service Creation & Delivery Platform: RapidFLEX 6.0 <ul><li>RapidFLEX SCE enables rapid application development </li></ul><ul><ul><li>Best-in-class graphical IDE for VoIP/IMS applications </li></ul></ul><ul><ul><li>high level of abstraction for underlying protocols, without sacrificing control </li></ul></ul><ul><li>Abstracts media server interface details </li></ul><ul><ul><li>Supports SIP+MSML, MGCP, MRCP v2, SIP+MSCML without modifying application </li></ul></ul><ul><ul><li>Write application once, run on any media server, speech server </li></ul></ul><ul><li>High-performance RapidFLEX SDP </li></ul><ul><ul><li>C++ core scales better than comparable SIP Servlet engines in head-to-head testing </li></ul></ul><ul><li>IMS-Compliant application server </li></ul><ul><ul><li>Supports 3GPP ISC interface, Diameter Sh interface to HSS </li></ul></ul><ul><li>Plug-in architecture and SDK to allow third-party extensions </li></ul>
  31. 32. www.SIPdev.org : Software Availability <ul><li>Free availability of RapidFLEX 6.0 Service Creation Environment (SCE) </li></ul><ul><ul><li>120 day evaluation license – renewable on request </li></ul></ul><ul><li>Free availability of RapidFLEX 6.0 Service Delivery Platform (SDP) </li></ul><ul><ul><li>Includes Application Server, Media Server, Element Manager, and Prompt Manager </li></ul></ul><ul><ul><li>License terms </li></ul></ul><ul><ul><ul><li>Commercial entity - 120 day evaluation license for 20 sessions </li></ul></ul></ul><ul><ul><ul><li>Educational institution – no-cost, unrestricted session license </li></ul></ul></ul><ul><li>Open source reference applications </li></ul><ul><ul><li>Audio conferencing for service providers and enterprises </li></ul></ul>
  32. 33. Industry Initiatives & SIPdev.org Asterisk Pactolus SIPdev.org <ul><li>SDP clustering option allows stateful application failover without special programming </li></ul>Reliability issues left up to the application developer <ul><li>SDP has scaled to 50,000 sessions in commercial deployment </li></ul>Don’t scale <ul><li>SCE makes customization much easier </li></ul>Are difficult to add features to <ul><li>SCE abstracts protocol details – developer specifies policy, SDP implements </li></ul>Require protocol experience <ul><li>Graphical non-procedural IMS-compliant SCE </li></ul><ul><li>Calls to Java </li></ul>Require programming experience <ul><li>Multiple application support </li></ul><ul><li>A complete IMS-compliant SDP </li></ul>Are limited in scope
  33. 34. RapidFLEX™ 6.0 Application Server, Media Server, SBC XTML Service Logic Execution Environment Pactolus Developed Turnkey SIPware™ & IMS Applications 3 rd Party/Pactolus Professional Services Developed Applications High Availability Features Linux Embracing 3rd Party Developed Applications RapidSTART Reference Applications (Open Source) Pactolus Service Delivery Platform Application Layer Built-in Application Objects
  34. 35. The Current Pactolus Commercial Offering RapidFLEX™ Service Delivery Platform SIP or MGCP RTP SIP RapidFLEX IP Media Server RapidFLEX Session Border Control Server RapidFLEX™ System Management Console SIPware™ Application Configuration Environment Admin Tools Service Provider Hosted SIPware™ Services <ul><li>Reservation-less and Event Audio Conferencing </li></ul><ul><li>Prepaid and Post paid Calling Card </li></ul><ul><li>Residential and Business Voice over Broadband (VoBB) </li></ul><ul><ul><li>Voice Messaging </li></ul></ul>RapidFLEX™ Application Server RapidFLEX™ Service Creation Environment App Development Tools RapidFLEX™ SDK
  35. 36. Pactolus SIPdev.org Offering RapidFLEX™ Service Delivery Platform SIP or MGCP RTP SIP RapidFLEX IP Media Server RapidFLEX Session Border Control Server RapidFLEX™ System Management Console Admin Tools Open Source’d RapidSTART™ Applications For Service Providers & Enterprises RapidFLEX™ Application Server SIPware™ Application Configuration Environment Service Provider Hosted SIPware™ Services <ul><li>Reservation-less and Event Audio Conferencing </li></ul><ul><li>Prepaid and Post paid Calling Card </li></ul><ul><li>Residential and Business Voice over Broadband (VoBB) </li></ul><ul><ul><li>Voice Messaging </li></ul></ul>RapidFLEX™ Service Creation Environment App Development Tools RapidFLEX™ SDK
  36. 37. SIPware Value Added vs. RapidSTART Applications <ul><li>Additional Pactolus software supported… </li></ul><ul><ul><li>SIPware Application Configuration Environment </li></ul></ul><ul><ul><li>RapidFLEX SDK </li></ul></ul><ul><li>Pactolus defined database schema for… </li></ul><ul><ul><li>User authentication data </li></ul></ul><ul><ul><li>CDRs if required </li></ul></ul><ul><li>Brandable Pactolus service web portals </li></ul><ul><li>Integrated Service Provider service partitioning model </li></ul><ul><li>Pactolus 7x24 customer support available </li></ul>
  37. 38. Open source architecture: some new products/tools Linux Oracle IMAP (GCP) Java JSP Component Framework (PCS) XTML GUI Linux mySQL IMAP (UW) Java Open Source Web Integration Options Component framework (PCS - new) XTML GUI Current SIPware Application Architecture Open Source Application Architecture Pactolus supplied Pactolus recommended Application Developer
  38. 39. Pactolus Open Initiative & SIPdev.org Drive Opportunity <ul><li>First… </li></ul><ul><ul><li>Open Source development resource with proven scale </li></ul></ul><ul><ul><li>Open Source IMS migration support </li></ul></ul><ul><ul><li>Multi-App Open Source support </li></ul></ul><ul><li>First Commercially-proven platform for Open Source development – protects against extended development cycle lengths, non-productive investments, initiative failures </li></ul><ul><ul><li>GUI and object model eliminates cross-disciplinary programming requirements: C++, SIP, IMS, database, etc. </li></ul></ul><ul><ul><li>Protects against reliability and scale vulnerabilities: server clustering, N+1 redundancies built in to protect call states </li></ul></ul><ul><ul><li>Proven component interoperability </li></ul></ul><ul><li>Actively creates ISV & Integrator opportunities, supports 3rd party models </li></ul><ul><li>Provides Enterprises with unprecedented telco domain expertise and industry’s first scale </li></ul>
  39. 40. Follow-up questions? <ul><li>Contact us at [email_address] </li></ul><ul><li>Thanks for participating in the Webinar </li></ul>

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