Next Gen Ip Services
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Transcript of Next Gen Ip Services
Next Gen IP Services
G Suresh Kumar
Business Concept
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The idea or concept proposed tries to introduce Low cost IP as a Service 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.
IP in a Box SMBs
ServiceProvider
Value Added Reseller
Revenue Share
IP as a Service
Support, Updates,
Customization
Current Scenario in SMB communication
IT Backend
SoftphoneProvider
IP Phone Provider
Fixed Line Provider
Connectivity Provider
SMB
• 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.
Pain Areas:
Current Scenario in SMB communication
• 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.
Pain Areas:
SMB
1. Service Configuration
2. Service Management
SMB SMB IT Staff
3. Updates/customization
Support
SMBService
Providers
$$$ IT Staff
IP Phone Provider
Connectivity Provider
Fixed Line Provider
SoftphoneProvider
SMB - Current Scenario
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SMBs IP Phone Provider
Connectivity Provider
Fixed Line Provider
SoftphoneProvider
VoiceNetwork Services
Security
Backup services
IT Services
SMB IT Staff
Service Providers
Technology Vendors
Service ProvidersConnectivity
ProvidersTechnology
VendorsTechnology
Vendors
Service Providers
Technology Vendors
Technology Vendors
ICT Providers
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
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Competitive Offerings … example
9
BT• Unified Communications (from CISCO)
• phone calls, IM and video call • affordable financing options• Check availability• IP phone touch screen , Wi-Fi, Broadband
using VoIP • Flexibility between office phone and PC
network
AT&T• Business in a box
• Converged voice and data service• Targets SMB sized 5 to 50• Voice DNA (VoIP)• IP flexible reach• Managed Internet Service• Hosted/Premise based• In Future
IP in a Box
SMB Office
Requests
IP as a Service
Plug & Play Service Configuration
Service Management Interface
Customization Interface
One Stop for all Communication needs
IP in a Box Front End
Service Provider’s Network
IP in a Box Back End
CRM Engine
Billing Engine
Service Provisioning System
NOC configurationInterface
Database
Easy End-End Management
INTERNET
IP in a Box Services Model
SMB Office in a Box
Voice as a Service model
Backup as a Service Model
Network Services
Self Service Model
SMB Office
Device Layer
Requests
Services
IDM BPO Support
Billing
ServiceConfiguration
ServiceManagement
CRM
RemoteWeb Servers& Web Services
All IP basedModel
Value Proposition
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Value for SMBsEasy configuration and service management - Plug and play services enable faster Go To Market for businesses.
Very cost-efficient. No Costly phone system to purchase, maintain and upgrade
High Reliability and end to end expert support 24X7.
Ease of management – one vendor one bill.
No IT know-how needed.
Low Risk process - No capital expenditure.
Increase employee productivity.
Improve Customer Satisfaction.
Manage distributed workforce.
Create standard business processes.
Acquire decision making information. Eg : Analytic data to forecast budget.
Customizable feature selection. No ‘one-size-fits-all’.
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Value Proposition Value for Connectivity Provider
Access to multi-billion dollar SMB market.
No Investment IPPBX
Fixed Price Intra Office Communication Services
Low Cost IT Services to Boost the Package
Increase ARPU.
Improve loyalty and Reduce customer churn
Make up for loss in voice traffic created by VOIP solutions by provisioning revenue generating managed services.
Zero-touch deployment solutions with optimum support.
IP As A Service Platform
Service Architecture
Service Arena
Support Engine
Network Zone
SMB 1SMB 2SMB 3SMB 4SMB 5
24X7 Support Service ManagementBilling configuration
Basic Services(IM,Voip,email etc.)
Network Data Configuration management
ConnectivityProviders
3rd party ServicePlayers
+Start up
Provisioning
Targeted/SegmentedOfferings
Value Added Resellers
LayeredModel
TechnologyVendors
Value Added Services
HOSTED PLATFORM
Default Services
E-mailData
Voice IM
Video
SMB 1
DSL/BB
SMB 2
SMB 3
SMB 4
SMB 5
On Demand SolutionsAnalyticsCRM ERP
Support Engine
Web Portal
Knowledge Management
Collaboration
24X7 SupportConfigurationManagement
ServiceManagement
Tailor-made Solutions
New Layer exists in the hosted
platform
Seamless integration with
existing services
Billing
Current Technology Vendor Classification
TIER 1 Technology Vendors:
- Cisco - Nortel - Ayaya
1. Highest QoS2. High investments3. Great Bandwidth
1. High Market Share
2. Great SLAs3. High Brand value
TIER 2 Technology Vendors:
- Sonus Networks - Sylantro
- Mitel & Inter-Tel - Ip.Access
1. High QoS2. Medium
Investments3. Good Bandwidth
1. Moderate Market Share
2. Good SLAs3. Moderate Brand
value
1. Relatively lower QoS
2. Least Investments
3. Relatively lower bandwidth
1. Limited Market Share
2. Average SLAs
Value for SMB
Value Proposition
Current Technology Vendor Choices
Choice for Tier 1
•Cisco Networks:•Linksys IP Phones•Linksys IP Telephony System•Linksys Wi Fi Phones•Linksys Wireless Router•For detailed features, http://www.linksys.com
Choice for Tier 2
•Mitel & Inter-Tel:•Mitel IP Phones•Inter-Tel IP Phones•Mitel Wireless Phones•For detailed features, http://www.mitel.com/
Choice for Tier 3
•Open Source Softphones from Asterisk.•Customized based on business.
Proposed Feature Segmentation
0 – 99 100 – 199 199 – 499
Services
•Default Services like voice, email, Data storage
•Default Services like voice, email, Data storage, Collaboration, IM•On-Demand Services like ERP
•All Default Services•On-demand services like ERP, CRM, KM, Analytics etc
Technology Vendor
Tier III Tier I & II Tier I & II
Platform ServicesOpen Source + Customization
Proprietary/Open Source + Customization
Proprietary + Customization Interface
Connectivity Retain their own connectivity
DSL/Broadband-Low Bandwidth
DSL/Broadband-High Bandwidth
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FeaturesSMBs
Value Added Reseller Strategy SMB (0-99) SMB (100-199) SMB (199-499)
Gold Partner
1. Gold Discount.2. Tier 3 TVP.3. DS + VAS.4. Gold Training and reward programs.
1. Silver Discount.2. Tier 3 TVP.3. DS + VAS.4. Silver Training and reward programs.
1. Tier 3 TVP.2. DS .
Silver Partner
Registered Partner
1. Gold Discount.2. Tier 2 TVP.3. DS + VAS.4. Gold Training and reward programs.
1. Gold Discount.2. Tier 1 TVP.3. DS + VAS.4. Gold Training and reward programs.
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.4. Silver Training and reward programs.
1. Tier 2 TVP.2. DS .
1. Tier 1 TVP.2. DS .
VAS – Value Added
Services.
DS – Default Services.
TVP – Technology Vendor Product.
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
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Additional Revenue Streams as key USPAds 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
Third Party Advertisers
Advertising EngineAds
Web PortalHyperlink Ads, Banner Ads, Flash Ads etc
Mobile PhoneText Messages, Discount coupons, etc
Voice and Conference ServicesAds on Hold Tune, caller tune,
background of video conferencing, etcBilling Engine
Bill
SMB Employee touch points
Thank You