Transcript The Next-Generation Intelligent Network

The Next-Generation
Intelligent Network
The Case for IP “Centrex”
Confidential
© Copyright 2003 Personeta Inc.
Centrex was a Good Idea
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Key Assumption:
 Few intrinsic benefits to organizations from
owning and maintaining PBX equipment
However, Centrex did not evolve with the
times
 Lacks support for mobility, IP/IT
applications and services, and geographical
distribution of branch offices
Traditional Centrex is inflexible
 Device (Class 5) based
 Expensive to implement, manage and
maintain
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There is a Market for Centrex
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In 2001, there were 16.5 million lines served
by Centrex (Frost & Sullivan)
 At an average of $5/month per served line
this represents annual revenues of nearly
$1 billion
Compelling business case for customers:
 While an organization with 500 lines will
pay $30K annually in basic Centrex
subscription fees
 Versus fully-burdened annual salary of a
PBX system administrator is $80K (plus
capital expense, etc.)
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IP “Centrex” - Two Approaches
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Soft Switch Approach
 Class 5 replacement with most traditional
Centrex limitations
 Does not serve existing Centrex customers
or migrate
Network-Based Approach
 Device independent, avoiding inherent
limitations
 Provides service to both IP and traditional
customers
 Centrex features without limitations
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TappS Enables Network Solutions
IP Data
Network
Service logic
maintained in centrally
manageable location
IP media servers
replace VRUs for IVR
Remote branches
integrated into
numbering plan
TappS NSC
PSTN
VoIP
Mobile
Taveling employees
have virtual office
Mobile employees
remotely accessible
Uninterrupted service for
existing customers
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IP customers receive
latest bells and whistles
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Thinking Outside the Service Box
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Any service is a bundle of features
Different customers require different features
 All customers don’t need all features all the
time (and they don’t want to pay for them!)
Features combined in different ways redefine
the service and its chargeable value to the
customer
Flexibility presents, in itself, compelling value
for the end-customer!
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Feature Layering
“Premium” features
leverage underlying
layers for high-end
customers
Voice
Portal
Advanced Routing
Network IVR
Call Handling
Number Translation
Voice VPN
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Small and medium size
businesses pick and
choose service features
for unique bundles
Feature Bundling – an Example
Advanced Speech Recognition (ASR)
Package = $2.50/line/month
Enterprise Directory
Package = $3.50/line/month
Auto-Attendant
Package = $3.50/line/month
Time-of-Day Routing (TDR)
Do-Not-Disturb Routing (DND)
Origin-Dependent Routing (ODR)
Each feature = $1.50/line/month
Abbreviated Dialing
Direct Inbound Dialing (DID)
Each feature = $.75/line/month
Private Numbering Plan (PNP)
Call Hold
Call Transfer
Call Forwarding
Closed User Group (CUG)
Outgoing Access Privileges
Basic package = $3.50/line/month
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Feature Bundling – an Example
Advanced Speech Recognition (ASR)
X 100 lines = $250
Enterprise Directory
Auto-Attendant
X 100 lines = $350
Time-of-Day Routing (TDR)
Do-Not-Disturb Routing (DND)
Origin-Dependent Routing (ODR)
X 100 lines = $150
X 50 lines = $75
X 100 lines = $75
Abbreviated Dialing
Direct Inbound Dialing (DID)
X 100 lines = $75
Private Numbering Plan (PNP)
Call Hold
Call Transfer
Call Forwarding
Closed User Group (CUG)
Outgoing Access Privileges
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X 100 lines = $350
Total Monthly Cost = $1,325
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Promotional Bundling – an Example
OSS/
BSS
Carrier Data
Network
Promotion: Take the Basic
Hosted IP PBX Package
and get 3000 free minutes
of off-net calls per month.
DEBIT
Realtime
Charging
Engine
TappS NSC
Carrier
Transport
Networks
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Promotional Bundling – an Example
BILL
OSS/
BSS
Carrier Data
Network
Promotion: Take the Basic
Hosted IP PBX Package
and get 3000 free minutes
of off-net calls per month.
Balance = 0
Realtime
Charging
Engine
TappS NSC
Carrier
Transport
Networks
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Value for Service Providers
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Differentiation that retains valued customers
and opens new SMB opportunities
Allows extension of existing resources with
next-generation features
Subscription oriented, rather than relying on
declining network access charges
Offloads significant provisioning tasks to the
customer to widen operating margins
Enables creative marketing of feature bundles
at low cost (and low risk)
Increases opportunities for penetration of
other network-based business voice services
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Value for Customers
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Compelling alternative to buying and
maintaining an IP PBX
Flexible, customizable feature bundles to
better meet specific enterprise needs
Self-provisioning to enable customization
monthly, daily… even hourly
Charging based on features actually used
rather than monolithic service
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Conclusion
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There is a real market for hosted IP PBX
“Centrex-type” features
Simply changing the device does not
overcome the inherent limitations of Centrex
 Requires a service-centric approach that
delivers features across networks
Flexibility and creating chargeable value are
key issues
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Thank You
www.personeta.com
Confidential
© Copyright 2003 Personeta Inc.