Time to Delivery the 2nd Part of the IP-PBX Story: Applications
Scott McKechnieDirector of Application Enablement
Avaya
© 2005 Avaya Inc. All rights reserved. Avaya – Proprietary & Confidential. For Internal Use Only.
What Are We Covering ?
• What are the Customer Drivers for Applications ?
• Intelligent Communications• Is there Money in this Market ?• Examples - Real Customer Use Cases• Are IP-PBXs Easier to Work With Using Web
Services ?
Voice Mail
IP-PBX Server
• Consistent user experience and capabilities
• Ubiquitous access
Worker Mobility
Improved Customer Service, BusinessEfficiency & Worker Productivity
Distributing Communication Applications Over IP
Branches leverage central applications, resources and each
other
Consolidating and Centralizing Systems, Management and Reporting
Route toremote agents anywhere inthe world
Accessto Experts
Distributed virtual contact center 24 x 7
CTI
IVR, Pred.Dialer,OA
Universal Branches
BroadbandPSTN
Multimedia Contact Enabled with SIPServing Customers via Context, Business Processes,
Speech, and Visuals
Universal Branches
Accessto Experts
Route toany agent
SIPGateways
Queuing, IVR/Speech,Video, Messaging, IM
Soft ACD & CRM Serviceson Gen CPUs
Corp AppServers
Web Services / SOA
REPORTING
PSTN
Voice & visualaccess
MobileCallers
Click-to-connectweb users
Broadband
Wireless
PSTN
Intelligent CommunicationsEnabled by Business Communications
Applications
Making people more productive, processes more intelligent,customers more satisfied
What is Business Communications Applications?
Instant Messaging
Voice Messaging
Unified Communication
Telephony
Contact Centers
Mobility & Softphone
Conferencing
Collaboration
What is Business Communications Applications?
EmailInstant Messaging Voice Messaging
Unified CommunicationTelephony
Contact Centers
Mobility & Softphone
Conferencing Collaboration
Business Communications Applications MarketSoftware and Services
Estimate of 2006 Global Market Size: $30 billion20% CAGR 05-08
IP Telephony 19%IP Telephony 19%
Email 14%Email 14%
Col
labo
ratio
n
3%Col
labo
ratio
n
3%Conferencing
11%Conferencing
11%
Converged Clients
15%Converged Clients
15%
Contact Center 26%
Contact Center 26%
Software: $13bSoftware: $13b
Services: $17bServices: $17bUC, Messaging12%
UC, Messaging12%
Source:Avaya analysis (May 2005) on an end-user revenue basis, based on various industry analyst reports, including Datamonitor, Dell’Oro, Frost & Sullivan, Gartner, IDC, In-Stat/MDR, Synergy, Radicati, and Wainhouse
Cre
atin
g B
usi
nes
s V
alu
eBusiness Communications
Applications Evolution
Cost ReductionOperational Efficiency
Distributed ApplicationsSecurity, Reliability
CONVERGED
Real-time Enterprise
ANY NETWORK
BUSINESSCOMMUNICATIONS
APPLICATIONS
BUSINESS APPLICATIONS
BUSINESS PROCESSES
Business AgilityCompetitive Differentiation
Process ImprovementCustomer Loyalty
Employee Retention
EMBEDDED
NETWORK
BUSINESSAPPLICATIONS
Intelligent Enterprise
IntelligentIntelligentCommunicationsCommunications
embeddedembeddedinto the fabric of into the fabric of
businessbusiness
ANY NETWORK
BUSINESS PROCESSES
TRADITIONAL
Intelligent CommunicationsEmbedded into the Fabric of Business
Modular Functionality
Becomes Building Blocks for Enterprise
Applications and Processes
Uses for Communication Services
Business Process Flow
Appliance Desktop
Business Application
Business + Communications Task Flow
Business Application
Web Services Standards Readiness
Transport Protocol• IP, TCP, HTTP
Messages• XML, SOAP
Service Description
• WSDL
Today
Security standard
• WS-Security
Addressing• WS-Addressing
Orchestration• WS-BPEL
1-2 years
Reliable Messaging
• WS-Reliability, WS-RM
Distributed Mgmt• WSDM
Provisioning• WS-Provisioning
2-4 years
Major US Railway: Hauling Hazardous Material Use Case
“US Rail will enterSmallville, USA at 11:25PM – Press1 if you understand..”
Real-time event driven No human intervention Response logging
On DemandConference
De-Railment
“Emergency call – US Rail has detecteda de-railment atlocation XYZ “
Presence base routing On demand conferencing Pre-explanation of event
Portal Server
Enterprise
Custom Portlet LAN/VPN
LAN/VPN
ClickToCall
Java Client
2
4
IP-PBX
5
Integrate Telephony Service to Corporate Portal
All Calls Utilize Corporate
Network/Lines Telephony Service provides:
- Drop, Answer, Transfer
and Conference call
- add on security via HTTPS
and authentication
- no client software
- business software integration
6
PublicSwitchedTelephonyNetwork
PublicSwitchedTelephonyNetwork
Portal
Client1
Application
Enablement
Server
AXIS SOAP
Container
SOAP
3
3rd Party CC Service
Telephony
Web Service
High Scale Lodging Industry
Typical Applications • Property Management Sys• Reservations• Building Emergency Srvs• E911• Billing, etc…
Using IP-PBX System Administration Web Services
Create guest phone identity (Name, Access code) Personalize the guest’s phone to work/vacation mode Download content for guest’s preferences (meals/shows) Lock-out phone after guest checks out
TraditionalAPIs
ApplicationEnablement Services
Service OrientedMiddleware
TSAPI JTAPI TAPITSAPI,
JTSAPI, TAPI
CSTA III,XML/SOAPXML/RPC
SIPUA
TelephonyWeb Service
TelephonyWeb Service
Conference on Demand
Etc.
Business Apps
Business Apps
Communications Apps
Business Apps
Communications Apps
Business Apps
Communications Apps
BusinessProcess Flow
BusinessPortal
Today: Converged Network & APIsTomorrow: Converged Communication
Services
SIPSIP IPTMLIPTML XML/SOAPXML/SOAPVXMLVXMLSMSSMSWMLWML
PSTN, IP
Tightly Integrated Applicationsw 3rd Party Vendors
Vendor Specific
TDM-ISDN to IP-H.323 to SIP to Converged Networks
More Loosely Coupled, Plugand Develop Applicationsw/ Many 3rd Party Vendors
More Loosely Coupled, Plugand Develop Applicationsw/ Many 3rd Party Vendors
• Customers looking for VoIP to deliver the “next
generation” application to the enterprise
• IP-PBXs are getting “better” by providing the
Application Enablement Platform and Web Services
to create Business Communication Applications
• The “killer app” is the Application Enablement
Platform
• This is a big market and getting bigger
Summary
Get Your Piece of the Pie
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