Application Development Tools

Application Development Tools

A look at the future

Ron RomanchikVice President, Sales for North AmericaAudioCodes Blade Business Line

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Change……It’s Inevitable

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SIP

SIPSIP

PRI

PSTN SWCentral Office

IP Soft Phone

IP Phone

Mediant

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Applications

• Transport = Commodity– No dispute – there is little profit in simple transport

• Applications = Value– Creates Differentiation– Perceived customer value– Create customer “stick”– Many have proven ROI

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Applications Examples

• Voicemail• Contact Centers

– Managing incoming and outgoing calls

• Conferencing Services– 25¢ per caller per minute

• Speech Enabled IVR– Where would United Airlines be without it?

• Onstar– Connections and Directions

Real ApplicationsWe UseEvery Day!

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Legacy PCI Architecture

Application

API

Device Driver

T1 InterfaceHardware

API

Device Driver

ResourceHardware

Legacy CTI Development Architecture

PSTN

H.100

Proprietary

Proprietary

Proprietary

Proprietary

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Legacy PCI Architecture

• Got the industry started, but…– Slow to learn– Hard to develop– Hard to test– PCI Driver and proprietary API– Dependent on specific O/S– Too much finger pointing between vendors!

• We’ve been there…we know!

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On-board Protocols

A totally different approach -

leveraging VoIP as “plumbing”

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The Future: On-board Protocols

Application

SIP Protocol Stack

GatewayBlade

MediaResource

Blade

SIP Architecture

EthernetLAN

SIP

PSTN

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On-board Protocols

• On-board protocols are becoming the preferred development environment

• Using a standard or proprietary protocols– SIP– MSCML– VoiceXML

• Application controls resource blades via Ethernet– Via external 100BaseT for PCI– Via backplane for cPCI or ATCA

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Two Classes of Resources

• Media Gateway Blades– Provide connectivity to existing TDM infrastructure– 90% + of installed base is still TDM

• Media Resource Blades– Media Server on a blade– IVR – Play / Record / DTMF– Conferencing– Fax– Transcoding

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Simplifies Integration

• Industry Standard– Well understood– Excellent diagnostic tools– Future-proof

• Eliminates PCI Driver– No more operating system dependencies– No more driver installation/upgrade complexities

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Speeds Development Time

PCI

SIP

IntegrationTime inMan-Years

1

2

3 Customer A:Just over 3 Man-years to integrate and test with a Legacy PCI

BladeSame customer using SIP based hardware,

88% less time to market!

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Frees Development Resources

Focuses development resources on your application, not interfaces

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Case Study

• Background– Business: #1 Provider of Call Center Software– Founded: 1990– CEO: Wes Hayden– Locations: Headquartered in Daly City, California, USA,

with 45 offices worldwide– Employees: Approximately 1,600 worldwide– Customers: 3300+ worldwide– Parent: Paris-based Alcatel (Paris: CGEP.PA and NYSE:

ALA)

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Case Study

• Challenge– Customers were starting to integrate Genesys Voice

Platform (IVR platform) into IP-based installations– Needed a way to bridge customers and protect their

investment– Wanted to free up resources to develop IP interface– Proprietary TDM cards were a “diversion” of resources

and focus from their IP strategy– Customers were used to “one box” solutions

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Case Study

• Solution– AudioCodes TP-260/SIP– “Gateway on a Blade”– One or eight spans per blade– SIP Control– Provides PSTN interface

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Case Study

• Results:– Integration with SIP software was “almost instant”– No long development effort– Abandon TDM development efforts– One software image for both IP and TDM installations

• End Customer Success:– Orange Dominica– Replaced aging IVR platform– Special PSTN features provided by gateway– Installed and cut-over in a very short time

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Summary

• There is a whole new way of thinking about developing applications

• A Leopard Can Change its Spots!

• Can you change yours?

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Thank You!