October 10-13, 2006 San Diego Convention Center, San Diego California VoIP/SOA Integration Impact on IT Apps, Processes, & Overall Business.

www.itexpo.com

October 10-13, 2006• San Diego Convention Center, San Diego California

VoIP/SOA IntegrationImpact on IT Apps, Processes, & Overall Business

Transformation

Alan RosenbergDirector of Product Management

www.bluenotenetworks.com

www.itexpo.com


Voice and IT Are Separate Islands

• Monolithic PBXs • Proprietary provisioning systems• Static users, stationary phones

Voice World IT World

• Unix or Windows Servers • Active Directory, RADIUS, LDAP• Mobile, Internet-based workforce

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VoIP Delivers Limited Convergence

• VoIP offers network layer convergence, but – Separate management & provisioning systems

• Different tools & staff

– Monolithic IP PBXs• Outside realm of datacenter

– Limited APIs• TAPI, JTAPI

• Vendor specific

– How can telephony services deliver value to business processes?

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Service Oriented Architectures

• Enterprise IT trend towards SOAs– Business process improvement top CIO priority

– SOAs drive business process improvements

– 25% of US organizations have already deployed SOA – 2006 Evans Data Study

– 78% adoption in banking industry – 2006 Gartner

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Evolving to Service Orientation

BusinessLogic

Legacy ERP CRM Finance

BusinessLogic

BusinessLogic

BusinessLogic

New Business Processes

BusinessLogic


BusinessLogic

BusinessLogic

BusinessLogic

Business Services

Business functionality buried in applications, asset silos … proprietary interfaces serving

the silos

Business functionality exposed as business services … standards-based, shared &

reusable services

Application, Asset Silos Service-Oriented Applications, Assets

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SOA Technical Benefits

• Application de-coupling– Changes in one service do not effect other services

• Location transparency– Support virtual hardware environments

• Code reuse– Single service used by many applications

• Platform independence– Single development effort yields multi-platform support

• Standards based solution– Supported by multiple vendors and technologies

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SOA Business Benefits

• Reduced time to market– Faster product and service delivery

• Business agility – Rapidly respond to business changes

• Lower development costs– Eliminate redundant development efforts

• Improve productivity– Increase automation

– Reduce process steps

• IT asset reuse– Leverage existing systems

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Voice as a Web Service

BusinessLogic


BusinessLogic

BusinessLogic

BusinessLogic

Business Processes

Business Services

Internet

PSTN

PBX

Deliver Voice as a reusable Web Service in

an SOA

Business Communications

Platform

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Business Communications Platform

• Delivers voice as an IT application– Executes voice services on datacenter servers

• Improved economics

– Leverages IT management infrastructure and staff• Active Directory, RADIUS, LDAP, etc

– No monolithic PBX

– SOA-ready

• Enables voice service/business process integration– Add voice services to business applications

– Drive business logic into call processing

– Correlate session and application data

• Interworks with external networks and services– PBXs, PSTN, Internet/SIP-based networks, services and devices

– Non-disruptive, incremental expansion

– Extended enterprise: customers, partners, employees

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Business Communications Platform

• Abstraction layer– Simplifies software

development

– Eliminates SIP/Telecom proficiency needs

– Shortens project cycles

– Reduces costs

CreateSession(A, B)

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Financial Services Compliance Interception

Analyst

Compliance

Agent


Platform

PBX

Call Routing Service

BrokerPSTN

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Financial ServicesStock Notification Service

Analyst

Compliance

Agent

PBX


Customer

Internet

Call me on mobile when PowerCo hits $100

Web Site

Customer Database

BrokerPSTN

Stock Service


Platform

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Financial ServicesStock Notification Service

Broker

Analyst

Compliance

Agent

PSTNPBX


Customer

Internet Web Site

Customer Database

PowerCo at $100. Press 1 to sell…

Stock Service


Platform

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Financial ServicesClick-to-talk

Broker

Analyst

Compliance

Agent

PSTN

PBX


Customer

Customer Service Agent

CRM

Internet

Click-Talk

Web Site

Customer Database

Stock Service


Platform

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Voice as a Web Service Benefits

• Business agility– One service reused by multiple applications

– Rapid application development and deployment

– Lower cost

– No telephony expertise

• Leverage existing infrastructure – Exploit datacenter servers

– Share business logic and policy stores

– Combine IT/Telecom operations tools and staff

– Leverage incumbent Telecom infrastructure

– Extend legacy systems

– Incrementally deployed

• Improve service and product revenues– Increased customer reach

– Increased customer satisfaction and retention

– New products and services

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Business Communications PlatformConsiderations

• Distributed, software-based solution– Run voice services on datacenter servers

– Leverage IT operations infrastructure • Active Directory, RADIUS, LDAP, etc

– Support IT SOA standards and initiatives

• Rich, flexible programming interfaces– Abstract programming layer

– Integrated business logic and call processing

– Session and application data correlation

• Standards-based and interoperable– PBXs, PSTN, Internet/SIP-based networks

– SIP handsets and soft phones

– NAT & FW traversal solutions

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Q&A

Alan RosenbergDirector of Product Management

[email protected]

www.bluenotenetworks.com

October 10-13, 2006 San Diego Convention Center, San Diego California VoIP/SOA Integration Impact on IT Apps, Processes, & Overall Business.

Documents

san diego convention

san diego california

business applications

business services standards

silos business functionality

voice services

services pbxs

b slide