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