august 2004 developing hosted ip pbx applications bob minai
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2 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
Market Landscape
Thirty years of PBX dominationPBXs offered more features and management control than legacy CentrexCentrex success mostly limited to price-conscious small businesses, governments and universities
Network IP telephony taking offHosted PBX solutions offer same services & mgmt control as IP PBX Most Centrex providers evaluating or deploying IP telephonyNumerous carrier deployments underway, including incumbents
3 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
Enterprise Sites
Like IP PBXIP-based software model
Rich PBX + multimedia functionsWeb-based control, MACs
Hosted PBX Offers the Best of Both Worlds
Consistent Global Service Delivery
Like CentrexScale, reliability
Purchase incrementallyCentralized control, mgmt.
Hosted PBX
Open, standards-based
Best ofboth worlds
4 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
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Revenue Stations
Hosted PBX to Surpass IP PBX
Source: IDC
Stations & Revenue Forecasts for CPE IP-PBX v. Hosted PBX in the US Market
$0
$1,000
$2,000
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Revenue Stations
5 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
Example Carriers with IP Voice Deployed
Competitive CarriersIncumbent Carriers
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Building the Value Proposition
A rapidly growing and globally diverse group of developers are building Hosted PBX applications
Independent software vendorsCommunication service providersSystem integrators
Developer’s Value Proposition
• Open, standards-based design encourages solution integration
• Opportunity to complement existing platform solutions for Hosted PBX, IP Centrex, Consumer Broadband
• Existing sales channels provide opportunity for instant exposure
Service Provider Value Prop
• Wide range of applications to market to consumers, enterprises, verticals
• Accelerated service creation & delivery to serve specialized needs
• Bundling best-of-breed solutions
• New revenue, higher profitability
• Increased customer loyalty
7 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
Serving Specialized Customer Needs
Developers can augment Hosted PBX functionality to serve specialized customer needs by leveraging specific expertise
Market segmentsPractice areasTechnologies
Market Segments
Customer Size,Industry Group,
Language,etc…
Technologies
Wireless, Messaging, Presence,
etc…
Practice Areas
Sales & Mktg, Customer Support,
Supply Chain, etc…
Specializedapplicationsto enhancecustomer
value
8 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
Open Client Architecture
Open Client IntefaceOpen, XML Client Interface to Client Applications
– Call Control Functions– Provisioning Functions
Supports multiple apps from different vendors
Streamlined development and deployment
Applications not required to be hosted on separate serversCentral platform handles provisioning, authentication, back-office integration, and redundancyDevelopers able to focus on core expertise
Hosted PBX Platform
Open Client Server
Call Control
Open Client Interface
Third Party Clients
Provisioning
9 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
Leveraging Call Control & Provisioning
Open, XML-based interfaces enable developers to leverage capabilities of existing Hosted PBX platforms
Call ControlFunctions– Dial, transfer, hold, talk, conference, release, etc.– Monitor users’ hook status (busy, idle, do not disturb)
Services– Call clients– Attendant console, a.k.a receptionist console– Call center integration
ProvisioningFunctions– Access to users’ directories and call logs– User and service configuration
Services– OAMP Integration– Service Activation– Custom Web Portals
10 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
Market TrendsExample Application Development
11 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
Application Integration
DSLi’s VOX3 offering integrates telephony with other useful applications
Calendar Address BookE-MailInstant MessagingTask ListStock Portfolio
VOX3 “Call Control” screen customized for residential use
Remote OfficeDo Not DisturbCall ForwardingClick-to-DialCall Log
Multi-language support on-the-fly
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Business Process Integration for Verticals
Integrate with business process applications
Billing ManagementClient managementRecord keeping
Build value propositionImproves productivityReduces costsStreamlines operations
Other vertical marketsConsultingTravelFinancialHealth Care
BullDog TeleWorks has integrated telephony services with business process applications for small & mid-sized law firms
13 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
Carbon Twelve’s miReception AC
Provides benefits that customers are willing to pay forErgonomic work flowDesktop integration (MS Outlook, IM)Access to enterprise directories (LDAP)Integrated Messaging (Email, SMS, IM)
Web-Based Attendant Console
14 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
MS Outlook Plug-In
Carbon Twelve’s miPA Lite
Remote OfficeDo Not DisturbCall ForwardingDialerCall LogMS MessengerAlso plugs into MS Internet Explorer
15 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
MS Internet Explorer Plug-In
Highlight any phone
number, right click and
select dial
16 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
Family Receptionist Dashboard (Mock-Up)
Main number
Dad’s home office
Annie’s teen line
Tom’s Nextel mobile #
Key
1
2
3
4
5
301-555-1001
301-555-1002
301-555-1003
301-555-1004
Name Number Status
Browse
Default Greeting
Personal Greeting
Browse for new greeting
Local & Toll F
ree
D
omestic LD
In
ternatio
nal LD
Toll C
alls
Receive C
ollect C
alls
X XX
Ring all home numbers simultaneously
Handle call with Family Receptionist
Ring main number directly
Advanced Configuration
Johnson Family ReceptionistFeature CodesAuth. CodesCall InterceptCaller ID
Feature CodesAuth. CodesCall InterceptCaller ID
Restriction
M-F 4-8pm
Drop-down box includes numbers assigned as home lines. Customer can restrict outgoing & incoming call types for these numbers
Also provide option to enter PSTN numbers for routing.
Potentially could offer capability to configure other numbers via portal, e.g. cell phones.
Drop-down box includes numbers assigned as home lines. Customer can restrict outgoing & incoming call types for these numbers
Also provide option to enter PSTN numbers for routing.
Potentially could offer capability to configure other numbers via portal, e.g. cell phones.
BrowseMusic on Hold
Opportunity to sell Music on Hold tunes.Opportunity to sell Music on Hold tunes.
17 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
Voice Dialing Application
Platform uses SIP to handoff calls– Calls routed to third-party application– Third-party server processes call, provides service– Third-party server can also use Open Client Server (OCS) interface
Example: SIP-based speech recognition auto attendant– Platform routes calls to external application– External application
(1) Retrieves company directory using OCS(2) Provides voice-based auto attendant service(3) Routes call back through BroadWorks
OCS
Retrieve Group Directory
3RD Party SIP
Application Server
SIP
Call routed to External App
Call Initiated
SIP
Transfer Call
18 ©2003 BroadSoft®, Inc. Proprietary and Confidential; Do Not Copy, Duplicate, or Distribute
Sample Possibilities
CRM IntegrationDial from directoryAccess directory for caller identity and account access
VoIP Soft ClientCall control via Hosted PBX platformSwitch between voice and video calls
Hospitality ApplicationsAutomatic Wake-Up, Do Not DisturbCheck-In, Check-Out
Lotus SametimeDial from contactsAccess contacts for caller identity
Windows MessengerDial from buddy listEscalate instant messaging session to voice / video call
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