Application Development Tools

Application Development Tools

A look at the future

Ron RomanchikVice President, Sales for North AmericaAudioCodes Blade Business Line

www.voipdeveloper.comAugust 8-10, 2006

Santa Clara, CaliforniaHyatt Regency Santa Clara

Change……It’s Inevitable





SIP

SIPSIP

PRI

PSTN SWCentral Office

IP Soft Phone

IP Phone

Mediant



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



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!



Legacy PCI Architecture

Application

API

Device Driver

T1 InterfaceHardware

API

Device Driver

ResourceHardware

Legacy CTI Development Architecture

PSTN

H.100

Proprietary

Proprietary

Proprietary

Proprietary



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!



On-board Protocols

A totally different approach -

leveraging VoIP as “plumbing”



The Future: On-board Protocols

Application

SIP Protocol Stack

GatewayBlade

MediaResource

Blade

SIP Architecture

EthernetLAN

SIP

PSTN



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



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



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





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!



Frees Development Resources

Focuses development resources on your application, not interfaces



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)



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



Case Study

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



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



Summary

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

• A Leopard Can Change its Spots!

• Can you change yours?



Thank You!

Application Development Tools

Documents

application development

proprietary apidependent

testpci driver

ethernetvia external

simple transportapplications

existing tdm infrastructure90

commodityno dispute

installed base