Cisco in the Evolving UC and Collaboration Market › c › dam › global › no_no › assets ›...

Cisco in the Evolving UC and Collaboration Market

Author and Analyst: Richard Bennett

© 2007 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 2

Objective

“Understand the overview of Industry Unified Communications and the

progression to Collaborative Communications across multiple vendors”


Agenda

1.

What is Unified Communications?

2.

Market In Transition

3.

Introduction to a Software Vendor –Microsoft

4.

The Voice Vendor Landscape

6.

Cisco Workspace and Multi Vendor

7.

Microsoft UC Strategy and Licensing Structure

8.

Cisco: Open and Integrated

9.

Conclusion


‐ Understand the Definition and Components of UC‐ Understand the UC Market & Key Players


Collaborative Communications?

Live CommunicationsVoice (Mobile and Fixed) Instant MessagingVideo Telephony

Conferencing

MessagingE‐Mail Voice Mail Unified Messaging SMS

Source: Gartner, Jan 2007- “A framework for Unified Communications”

Clients and Endpoints

Desktop

SoftPhones and IP Phones

Wireless Phones (802.11x)

Mobile Devices

Support Applications

Notification Applications

Rich Presence Engines (RPE)

IM

CEBP (Communication Enabled Business Processes)


Current Market Vendor Opportunities

Communication Infrastructure Vendors

Enterprise Application

Vendors

Service Providers

• IP Telephony systems• Presence engines• Unified Communications suites• “dial-tone” provider

• Hosted IP Telephony & messaging• Public IM & VOIP services• Fixed-mobile convergence• Future IMS based services`

• Presence, IM, & collaboration add-ins• Collaboration suites• Contextual collaboration

Messaging & Collaboration Vendors

• IM & conferencing platforms• P2P Voice over IP• Content mgt platforms


‐ Transition for the Voice Vendors‐ Transition for the Software Vendors

Source: Richard Bennett ‐

OFCOM Presentation

“

The difference between

Unified Communications and

Collaborative

Communications, is

understanding that the

user is the endpoint

rather than the IP

address, the end‐point,

the desktop or the

location in which they are

working.”


Collaborations Vision is about creating Business Value

Bus

ines

s Va

lue

Innovation

Employee Productivity

Collaboration and efficiency

Business Transformation

Business agility and market differentiation

Unified Communications

IT TCO – pays for itself

ROI and TCO are always part of the discussion around communications technology

Business Transformation varies by vertical industry and requires process to drive technology adoption inside out outside the enterprise


Market Transition: Challenges, Trends & Implications

Software vendors become more active in the UC marketMicrosoft is emerging as a challenger with the release new productsAlso IBM has began to increase it’s focus on UC in collaboration with CiscoGoogle will surely enter this market soon with GCSTraditional Voice Vendors are having to change Dynamics are changing “co‐opetition” or “Comp‐partner” with many vendors adopting “collaboration”Collaborative Communications is not just about vendor collaboration

“This definition was selected for it’s simplicity in highlighting all the components of UC but it is how these are brought together to

form a solution that is key”


Market Transition: Challenges, Trends & Implications

Customers see Microsoft as Unified Communications

Unified Communications focus at the desktop providing• Interoperation• Productivity enhancements• Efficiency

Unified Communications for Cisco is seen as end‐point dial‐tone

Discussions with customers must now focus upon Collaborative Communications

• User to User collaboration in the enterprise• Business to customer collaboration• Inter‐vendor Collaboration

“The Unified Communications market is no longer about only UC. Collaborative Communications cannot be provided solely from the

Desktop”


‐Who are Microsoft?‐ How do they make their Money?


Brief Introduction to Microsofttest

$16.9bil.

$13.2bil.

$18.9bil.

$16bil.$6bil.

$60.4 bil. – FY’08

81% across 3 Divns

28%31%

22%


What do Microsoft Sell & How Much?

Microsoft sell “multi year” Software Licenses which makes up 40% of the year revenue A further 30% comes from the relationship with the PC manufacturersTheir core business is still business applications

Windows Operating systemServer; Exchange Email, Windows ServerOffice; desktop applications

Look out for the entertainment division is also growing hugely with X‐box and providing PoCThey also have an online BU that competes with companies like Google with “Microsoft Workspace Live”As you will start to see the overlap with Cisco is with core areas of MSFT’s business as they expand into UC


‐

What about other UC competitors?‐

How are they transitioning into UC? ‐

How much of an end‐to‐end solution do they have?


UC Vendor Landscape‐ Product

SpecialtiesTelephony Unified/Voice

MessagingWeb

ConferencingContactCenter

EmailCalendaring

Team Collab.Social Net.

EnterpriseIM/Presence

Telep./VideoConferencing

Others… 3Com AastraEricssonNECPanasonicPolycomSamsung

AdobeCentraCitrixGenesysInterwiseRadvisionRaindance

3Com AastraAdomoAVSTEsnatechNECPanasonic

ConfluenceEMCGoogleInterwovenIntralinksOpenTextSocialText

CodianHPLifesizePolycomRadvisionSonyTandberg

AntepoAOLJabberMessageL.PeopleLinkReuters

AspectEnvoxEricssonInteractive In.IntervoiceCosmocomNEC

OracleNovellSendmail

http://images.search.yahoo.com/search/images/view?back=http%3A%2F%2Fimages.search.yahoo.com%2Fsearch%2Fimages%3Fp%3Dmitel%2Blogo%26ei%3DUTF-8%26fr%3Dsbcfp-imp%26x%3Dwrt&w=150&h=54&imgurl=icommebc.com.au%2Ffiles%2FUQ1OU0MY7N%2FMitelLogo.jpg&rurl=http%3A%2F%2Ficommebc.com.au%2F&size=2.0kB&name=MitelLogo.jpg&p=mitel+logo&type=jpeg&no=4&tt=153&oid=69d5195946995fec&ei=UTF-8

http://images.search.yahoo.com/search/images/view?back=http%3A%2F%2Fimages.search.yahoo.com%2Fsearch%2Fimages%3Fp%3Dshoretel%2Blogo%26ei%3DUTF-8%26fr%3Dslv8-msgr%26x%3Dwrt&w=104&h=25&imgurl=www.cpvp.com%2Fgraphics%2Flogos%2Flogo.shoretel.jpg&rurl=http%3A%2F%2Fwww.cpvp.com%2Fgraphics%2Flogos%3FM%3DA&size=1.8kB&name=logo.shoretel.jpg&p=shoretel+logo&type=jpeg&no=1&tt=24&oid=7ca0690576b502c0&ei=UTF-8

http://images.search.yahoo.com/search/images/view?back=http%3A%2F%2Fimages.search.yahoo.com%2Fsearch%2Fimages%3Ffr%3Dsbcfp-imp%26tab%3DImages%26p%3Dibm%2Blogo%26btn%3DSearch&w=250&h=127&imgurl=www.tomshw.it%2Fguides%2Fbusiness%2F20051007%2Fimages%2FIbmLogo.gif&rurl=http%3A%2F%2Fwww.tomshw.it%2Fnews.php%3Fnewsid%3D6232&size=1.1kB&name=IbmLogo.gif&p=ibm+logo&type=gif&no=4&tt=23,954&oid=1adf1d92eb00189c&ei=UTF-8&src=p

http://images.search.yahoo.com/search/images/view?back=http%3A%2F%2Fimg.search.yahoo.com%2Fsearch%2Fimages%3Fei%3Dutf-8%26fr%3Dslv8-msgr%26p%3Dnortel%2520logo&w=126&h=30&imgurl=www.bsp.ru%2FTECH%2FNORTEL%2Fnortel_logo.gif&rurl=http%3A%2F%2Fwww.bsp.ru%2FTECH%2FNORTEL&size=826&name=nortel_logo.gif&p=nortel+logo&type=gif&no=18&tt=603&oid=c04e994791e0e6aa&ei=UTF-8


In order to talk confidently around UC you must Understand:‐ The Cisco Strategy‐ The Cisco Workspace


Collaborative Interaction

Open Collaboration integrates all presence and user state information

Rich Presence provisions communication routing benefit

User location and communication processes must be understood

Collaboration delivers seamless Unified Communications

What is the network?

Centralized CollaborativeCommunications

Network??Home User

Branch User

Wi-Fi “hotspot”Device


Unifying Workspaces: Cisco Unified Collaboration

Applications on Fixed and Mobile Networks

for Workspaces

Every time, Everywhere,Everyone’s included

Use Network as the Platform

VOICE

VIDEO DATA

MOBILE


Microsoft are their applications How do they go togetherWhere do they compete with Cisco


Understanding the Microsoft Strategy

Microsoft Message

“VOIP as you are”Means keep your existing PBX and

expand in the future with MSFT UC

“Quality of Experience”This phrase is often used in reference to the way MSFT ensures the

quality of their solutionUser quality of experience is excellent and seamless

Enable a future‐ready foundation for communications

Apps = valueCall control = plumbing??


Understanding the Microsoft GTM

Microsoft Game Plan and Key Statements

Exchange 2007 UM and IM MOC as entry pointsThere are many customers with Exchange and OfficeA primary goal on UC will be to upgrade these customers to UC

Will leverage existing enterprise licensingEnterprise licenses include many parts of MS UC solution under the

existing agreement

Bypass Net/ Telephony groups & sell to the Desktop/Apps teamMSFT will off course focus on the desktop and this is way Cisco talks

about the wider “workspace”

Stall legacy PBX migration“VoIP as you are” offsets need for UC investment in infrastructure


Understanding the Microsoft GTM (cont.)

MSFT Games PlanInstall and Use - pay at end of your agreement

MSFT have the opportunity to do this to existing enterprise customers

Microsoft’s Must Win BattlesMust win the directory - Active Directory

Active directory is the main directory of all users on the network Like Cisco winning the LAN in a deal

Must win presence / IM – OCSAgain this is key for MSFT as presence is embedded in there OCS

if the customer is using another solution there may be repetition of investment

“Be aware of what MSFT will say and also WHY they take this position so you are able to counter these arguments ”


Understand the Microsoft UC Solution Components

Office Communication Server OCS

P2P Call Control focused around Instant Messaging with Presence

Exchange 2007

Voicemail and Unified Messaging platform

Microsoft Office Communicator MOC

Key client interface at the desktop or mobile device

Feature rich “MSN client” with presence and IM

Microsoft Live Meeting & Round Table

Conferencing application utilising Round Table

MS Sharepoint for Hosted, Enterprise or Proxy Collaboration

“It is important to understand that Exchange will be one of the key routes for MSFT into an account and upgrade to turn a MSFT

customer into a MSFT UC customer”


Understand the key differences in OCS release 2 (cont.)Enhanced Collaboration

Desktop Sharing, Persistent Group Chat HD Video

Enhanced Voice and Mobility

Enhanced SIP Trunk ‐ direct connectivity to SIP based carriers

Response Group IVR, Queuing, and Music on Hold

Enhanced Mobility

Mobility and Single Number Reachability

Embedded Communications Tools in MS Applications

“OCS release provides greater feature within the desktop space, but they are limited to the enterprise”


Cisco & MSFT Product Overlap

MOC

IPPhone

CUPS

Unity

IPWAN

Exchange 2007

CUPC

PSTNLiveMeeting

OCS 2007MeetingPlace

Audio

SIP PSTN

Gateway

PublicIM

OCS

A

Unified CommunicationsManager – Call Control

Cisco LAN

Cisco LANSecure Router

Cisco Component Microsoft Component

OCS2007

Soft Client

Presence

Call Control

Conferencing

Unified Messaging

3rd party phone

Handsets

SharepointWebex

Connect

Collaboration


Microsoft Volume Licence Agreements

Depending on the type of business you are you will buy your licenses in a

different way from various sources

At the High‐level Structure;

Open licencesprimarily for small‐mid size companies. (5‐250 licences)

Select licencesmid‐large size companies (>250 licences)

Enterprise Agreementsmid‐large size companies (>250 licences)

“At present it seems Microsoft is focusing the bulk of it’s activity in UC at the customers with Enterprise agreements and there is a particular play for them with these customers”

Microsoft Licenses the Basic Structure

“You do not need to understand everything about MSFT licensing as it is a detailed subject, however make sure you remember the two main bundles”


Microsoft UC Client –

Office 2007

Microsoft Office

Standard

2007

Microsoft Office

Professional

Plus 2007

Microsoft

Office

Enterprise

2007

Microsoft Office

Ultimate 2007

Word 2007

Excel 2007

Outlook 2007

Outlook 2007 with Business Contact

Manager

PowerPoint 2007

Publisher 2007

Access 2007

InfoPath 2007

Communicator 2007

OneNote 2007

Groove 2007

Accounting Express 2007


Learn How to Respond the MSFT; ‐ Around their Solution‐ Around their licensing ‐ Around their Strategy


Enhancing the Microsoft Solution

Cisco has an Any‐to‐Any Solution

This has been a cornerstone of Cisco’s UC SolutionCustomers are proven to want a choice in phones that Cisco hasUC is only successful if it is secure and Cisco has appliances to ensure

that it is

Microsoft will rely on third party relationships for key hardwareThey require gateways (Cisco are already tested)In telephony 3rd party phones have historically lacked features

Think about multi‐site environment common in most companiesCisco’s UC solution is highly scalable Cisco can provide local cost effect redundancyMicrosoft needs to deploy servers at each site

“ Don’t use this to discredit the Microsoft approach but simply use it to build a case for Cisco UC as the more flexible solution,

enhancing the Unified Collaborations proposition ”


Responding to Microsoft –

The Solution

QOS vs. QOE

This is one of the fundamental differences between Cisco and MSFTANY Real‐time communications will always require QOSReal time Voice and Video can not be guaranteed without QOSCisco UC solution is embedded in the network to guarantee qualityEvery other voice vendor also says QOS is critical

MSFT use their adaptive Codec because they are not part of the network

A customers network traffic will vary massivelyIf you can’t tell the network to priorities types of traffic how can

ensure a “quality experience”What happens to the Codec when it hits a slows down in peak

periods on the network – without QOS this is unavoidable

“QoS is the key fundamental of any Communications, Convergence or Collaboration solution”


Responding to Microsoft –

The Licensing Strategy

MSFT UC is NOT Free

This is a key myth that you must quickly addressUC is not part of the Standard CAL bundleIf customers upgrade to the Enterprise Bundle they pay more and

more Software AssuranceAlso the client software MOC is not freeThere are many different ways to buy MS Office without MOC

Cisco Unified Workspace Licensing is a flexible and simpleStandard and Pro costs per user include all server and client licenses

including those for MSUC integrationWith MSFT you need to buy a server license then CALsCUWL Pro provides the client access on multiple devices not just the

desktop or phone

“Microsoft charge for their UC solution. Cisco CUWL is much simpler and more flexible for the customer because it supports

any vendors desktop applications”


Responding to Microsoft – The General Strategy

Cisco Workspace vs. Microsoft

Remember and Understand the Cisco Workspace ConceptCustomers want a solution that is flexible “any media to any

device”It is important you offer a wide variety of devices to interfaceAlso it is critical that you don’t charge each user for each device –

Cisco response around this is CUWL Pro

“VOIP as You Are” as a Migration Strategy Customer to keep their existing system and migrate slowlyMSUC on a PABX/existing voice infrastructure limits featuresno “true” UC Strategy (Windows Device and Enterprise only)Many Collaboration and Business Transformation features absentUnified Communications should be device independent, to ensure

collaboration – i.e. “any-to-any”


Understand why being open and Integrated is Important?Cisco and Microsoft Integration Cisco and IBM Integration


Why is Being Open and Integrated Important?

Being Open is Important because:There will never be just one vendor that can supply a customer with everything they need to do businessThere will always be specialist in a given fieldCustomers will always want a choice Customers will want there choices to work together and to be integratedCustomers do not like to be tied into one vendor’s standards


Examples of Cisco and Microsoft Integration

Cisco UC with Microsoft UC Interoperability:

For customers can have a joint Cisco & MSFT UC environment:CM Call Control and OCS for MSFT clientsCisco IP Phones and MSFT MOC Cisco Gateways providing Connectivity to outside worldA choice of Cisco Unity or Exchange 2007

Customer may choice Exchange or may wish to keep voicemails off the email system for security

Cisco offers the following inter‐operability:Presence between OCS and CM clientsConferencingClick to call


Cisco Unified Client Services Framework

Cisco Unified Infrastructure Services

Collaboration Architecture for Clients


SIP/SIMPLE

XMPP

BORDERLESS COLLABORATION

Open Standards supportMulti-Vendor Federation

SCALABILITY

COMPLIANCE

SECURITY POLICY

RichExtensible

OpenUnified

Presence Enabled Business Process

Presence Applications beyond only IM

Cisco Borderless Collaboration


What you should take from the courseKey Take‐AwaysConclusion & Next Action


Key Take Away 1“Cisco provides choice through it’s workspace

strategy”

Customers and Users need to collaborate effectively, anytime, anywhere and on any deviceThere are many variations of workspaces that exist in organisations for different roles, and requirementsCisco unify the workspace, regardless of device, operating system, or applicationThe key to successful integration of a workspace is User Adoption


Key Take Away 2

“Cisco focus around an open, integrated collaboration solution, end‐to‐end solution”

Cisco guarantees any vendor’s desktop solution through integration with the Cisco Workspace and UCSFCisco can guarantee the User Experience within any vendor’s collaboration through Reachability and MobilityQOS is critical for real‐time communications such as voice, video and collaboration within an end‐to‐end solution


Key Take Away 3

“Unified Collaboration Solutions from Cisco provide Communication without Borders”

Cisco has a solution to provide “any‐to‐any”collaboration, over any “end‐to‐end” networkCollaborations solutions for the essential user adoption, cannot be focused entirely a PC, an IP or a single enterpriseCollaboration is only possible with flexible and open solutions, that leverage existing technologyCisco uniquely placed, providing multi‐vendor federation of all areas within Unified Collaborative Communications

Cisco in the Evolving UC and Collaboration Market › c › dam › global › no_no › assets ›...

Documents

Transcript of Cisco in the Evolving UC and Collaboration Market › c › dam › global › no_no › assets ›...