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Embracing the Next Generation Telephony Platform


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Presentation given at Astricon ( in Dallas on Thursday Oct 26, 2006.

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Embracing the Next Generation Telephony Platform

  1. 1. Embracing the Next Generation Telephony Platform
  2. 2. About Presence Technology <ul><li>Software developer of enterprise contact center solutions </li></ul><ul><ul><li>Inbound </li></ul></ul><ul><ul><li>Outbound </li></ul></ul><ul><ul><li>Multi-media </li></ul></ul><ul><li>40 Employees between Spain and the US </li></ul><ul><li>Customers/Partners in Europe, North America and South Africa </li></ul><ul><li>Software support for traditional telephony platforms </li></ul><ul><ul><li>Avaya </li></ul></ul><ul><ul><li>Nortel </li></ul></ul><ul><li>Contact centers from 10 seats to 1000s </li></ul><ul><li>Needed to expand our footprint beyond the Avaya/Nortel captive markets… </li></ul>
  3. 3. Agenda <ul><li>Where we have come from </li></ul><ul><li>Where we are </li></ul><ul><li>Some examples of telephony in the Web 2.0 world </li></ul><ul><li>What is required </li></ul>
  4. 4. How far we have come <ul><li>“ What use could this company make of an electronic toy.” - William Orton - Western Union, when given the opportunity to buy Bell’s patents for $100K </li></ul>Museum of Telephony - Napa, CA
  5. 5. Where we have been <ul><li>Monolithic Switching Platforms on the premise and in the network </li></ul><ul><li>Heavy protocols with little flexibility and heavily regulated </li></ul><ul><li>Completely separate networks requiring large scale systems to bridge the boundaries </li></ul><ul><li>Even with standards everything was still proprietary </li></ul><ul><ul><li>SS7 Flavors per country </li></ul></ul><ul><ul><li>PBX/ACDs with their own call models and flavors of CSTA </li></ul></ul><ul><ul><li>etc </li></ul></ul>
  6. 6. Where we are today <ul><li>Rapid adoption of consumer VoIP/IM </li></ul><ul><li>Users are now willing to interact online in dynamic and evolving ways (Mashups) </li></ul><ul><li>Tools exist to fuel rapid and flexible development of new services </li></ul><ul><li>Enterprise presence & IM are taking root </li></ul><ul><li>Dynamic service provisioning </li></ul><ul><li>Telephony platforms have evolved to allow for low cost entry to evolving markets </li></ul><ul><ul><li>Asterisk </li></ul></ul><ul><ul><li>SER/OpenSER </li></ul></ul><ul><ul><li>sipX/Pingtel </li></ul></ul><ul><li>All of this is rapidly changing how enterprises must view telephony and the web in their business to maintain their customers in an ever more competitive market </li></ul>
  7. 7. Web 2.0 Telephony - Travel Agency 2.0 <ul><li>Become a global highly targeted travel agent virtually </li></ul><ul><ul><li>The ‘Cave Spelunking’ travel experts </li></ul></ul><ul><li>Leveraging tightly integrated telephony and data systems </li></ul><ul><ul><li>Telephony data and business rules drive the business in real-time </li></ul></ul><ul><ul><ul><li>Call Volume Down - Bid Higher </li></ul></ul></ul><ul><ul><ul><li>Call Volume Up - Bid Lower </li></ul></ul></ul><ul><li>Engage Web 2.0 in the Enterprise </li></ul><ul><ul><li>Google AdWords API </li></ul></ul>
  8. 8. Web 2.0 Telephony - ‘Virtual Transaction Rooms’ <ul><li>Allow SMBs to participate in web economies of scale </li></ul><ul><ul><li>Create a marketplace </li></ul></ul><ul><li>Bridge buyers and sellers in a reverse queue mechanism </li></ul><ul><ul><li>Based on qualification metrics, bring the optimal seller in first while and allow the buyer to decide </li></ul></ul><ul><li>Address marketing beyond the web into TV, billboards, etc </li></ul><ul><ul><li>Expose the same logic to drive your telephony channels as your web, irregardless of where the transaction originates </li></ul></ul>
  9. 9. Web 2.0 Telephony - Channel Independent ‘Closed-loop’ Interaction <ul><li>Customers want seamless interactions with companies </li></ul><ul><li>Customers want to choose the channel </li></ul><ul><ul><li>Voice, email, web, chat, etc </li></ul></ul><ul><li>Customers expect a company to have a ‘memory’ of them and their interactions </li></ul><ul><ul><li>Regardless of the interaction channel, the organization must keep the interaction in context </li></ul></ul><ul><ul><li>In realtime! </li></ul></ul><ul><li>This seamless interaction with the customer requires real-time interaction between systems that must be flexible enough to understand the customer and handle appropriately </li></ul>Realization of Customer Interaction Management (CIM)
  10. 10. Web 2.0 Telephony - Elasticity in the enterprise… <ul><li>Historically enterprises have had to invest CapEx for ‘peak capacity’ </li></ul><ul><li>On-demand platforms for providing elasticity to the enterprise </li></ul><ul><ul><li>Add capacity as needed </li></ul></ul><ul><ul><li>Reduce capacity when demand subsides </li></ul></ul><ul><li>Amazon leading the charge </li></ul><ul><ul><li>Simple Storage Service (S3) </li></ul></ul><ul><ul><li>Elastic Computing Cloud (EC2) </li></ul></ul><ul><li>Voxbone providing elastic capacity </li></ul><ul><ul><li>VoxTrunk </li></ul></ul>
  11. 11. Enterprises need to embrace an adaptable telephony solution <ul><li>Enterprises must adopt adaptable standards based solutions </li></ul><ul><ul><li>SIP/VoIP </li></ul></ul><ul><ul><li>Web Services (SOAP/REST) </li></ul></ul><ul><ul><li>Presence (XMPP/SIMPLE) </li></ul></ul><ul><li>Organizations must adopt a series of technologies to enable comprehensive process management </li></ul><ul><ul><li>CTI & Dialers (such as Presence Technology’s of course!) </li></ul></ul><ul><ul><li>Intelligent Call Routing </li></ul></ul><ul><ul><li>Workflow </li></ul></ul><ul><ul><li>Rules Engines </li></ul></ul><ul><ul><li>Etc </li></ul></ul><ul><li>End-users expect the same experience whether they call, email, fax, chat, etc </li></ul><ul><ul><li>All channels must be integrated seamlessly into a series of closed-loop business processes </li></ul></ul>
  12. 12. Web 2.0 Telephony - Flexibility in the enterprise… <ul><li>Adaptable platform to enable augmentation of existing infrastructure </li></ul><ul><ul><li>Low cost base allows for exceptional flexibility </li></ul></ul><ul><ul><li>Highly customizable platform, that may have a targeted deployment </li></ul></ul><ul><ul><li>Legacy PBX/ACD augmentation - Avaya/Cisco/Nortel/Alcatel/etc </li></ul></ul><ul><li>Standalone </li></ul><ul><li>Other applications </li></ul><ul><ul><li>Media server </li></ul></ul><ul><ul><li>Voicemail server </li></ul></ul><ul><ul><li>etc </li></ul></ul>
  13. 13. Enterprises must not lose site of the end user <ul><li>Solutions must be driven by the business requirements and by business users </li></ul><ul><ul><li>Technology is there to support the business, the business is not there to support the technology </li></ul></ul><ul><ul><li>Business users must have analytics available to assess process improvements and enact those improvements without reliance on IT </li></ul></ul><ul><li>Users are are looking for all of the features, but none of the complexity </li></ul><ul><ul><li>KISS </li></ul></ul><ul><ul><li>Unique opportunities to make all of these rapidly evolving technologies useable by individuals and enterprises through the use of opensource and closed source components </li></ul></ul>
  14. 14. Developers should… <ul><li>Focus on value added applications </li></ul><ul><ul><li>Telephony is rapidly commoditizing, it has been a long process and is now accelerating </li></ul></ul><ul><ul><li>Do not focus on developing the core technology, it is already there with the likes of Asterisk </li></ul></ul><ul><ul><li>Focus on adding value to the platform </li></ul></ul><ul><li>Use the tools and components that are available </li></ul><ul><ul><li>Lots of integration libraries exist to pick and choose from for Asterisk </li></ul></ul><ul><ul><ul><li>PHP, Ruby/Rails, Java, C#/.Net, etc </li></ul></ul></ul><ul><ul><li>Lots of pre-built integration components exist </li></ul></ul><ul><ul><ul><li>Asterisk-IM (Wildfire/Jabber) </li></ul></ul></ul><ul><ul><ul><li>SugarCRM/vTiger </li></ul></ul></ul><ul><ul><li>Mixed source is a good thing </li></ul></ul><ul><ul><ul><li>Use commercial applications integrated with Asterisk for your solutions </li></ul></ul></ul><ul><li>It is not just about telephony, but weaving telephony into the fabric of all of the systems </li></ul>
  15. 15. Summary <ul><li>Asterisk is a great enabling tool/engine </li></ul><ul><ul><li>Requires encapsulation within applications and services to address the broader market </li></ul></ul><ul><ul><li>Enablement of ease of use is a must for widespread adoption </li></ul></ul><ul><ul><ul><li>Trixbox has brought Asterisk to the home and small business </li></ul></ul></ul><ul><li>We chose to use Asterisk because… </li></ul><ul><ul><li>Flexible, feature rich and extremely extensible platform </li></ul></ul><ul><ul><li>Allows us to provide contact center solutions that are ‘gateway enabled’ </li></ul></ul><ul><ul><ul><li>Standalone - Gateway to the PSTN </li></ul></ul></ul><ul><ul><ul><li>Legacy Support - Gateway to the existing Cisco/Alcatel/Ericsson/etc </li></ul></ul></ul><ul><ul><li>Mixed source is a good thing </li></ul></ul><ul><ul><ul><li>Use commercial applications integrated with Asterisk for your solutions </li></ul></ul></ul><ul><ul><li>And more… </li></ul></ul><ul><li>Issues to overcome </li></ul><ul><ul><li>Perception of opensource for telephony enterprise applications </li></ul></ul><ul><ul><li>Readily available references of use worldwide </li></ul></ul><ul><ul><li>And more… </li></ul></ul>
  16. 16. Thanks! Jason Goecke - Vice President of International Operations [email_address] Contact us to make it happen! Europe Barcelona, Spain T: +34 93 10 10 300 Spain, Madrid T: +34 91 310 73 91 US Charlotte, NC T: 800.847.3309 Georgia, Atlanta T: 800.847.3309