percy alan
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© 2006 AudioCodes Ltd. All rights reserved.
AudioCodes Confidential Proprietary
Taking SIP from the Lab to the Bank
Alan D. PercyDirector, Market DevelopmentAlan.percy@audiocodes.com
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Remember the 80’s?
Data General Eclipse
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Kings of the Minicomputer Market
HardwareHardware
Operating SystemOperating System
DatabaseDatabase
ApplicationsApplications
Terminals andPrinters
Terminals andPrinters
HardwareHardware
Operating SystemOperating System
DatabaseDatabase
ApplicationsApplications
Terminals andPrinters
Terminals andPrinters
HardwareHardware
Operating SystemOperating System
DatabaseDatabase
ApplicationsApplications
Terminals andPrinters
Terminals andPrinters
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The IBM PC changed everything
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Why?
Standard Hardware (IBM, Compaq…)
Operating System (Microsoft DOS)
Applications (Lotus 123, dBase…)
Accessories (Printers, scanners, storage)
Result: Best of Breed model, allowing companies to focus on what they do best.
Interfaceswerestandardizedand open
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System IntegratorsAnd OEMs
System IntegratorsAnd OEMs
As a result: Ecosystem Evolved
VARsVARsDistributorsDistributors
ApplicationsApplications
HardwareTechnologies
HardwareTechnologies
Market structural shift – changed the entire value chain
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Telecom Equipment in the 90’s
HardwareHardware
Operating SystemOperating System
ManagementManagement
ApplicationsApplications
PhonesPhones
HardwareHardware
Operating SystemOperating System
ManagementManagement
ApplicationsApplications
PhonesPhones
HardwareHardware
Operating SystemOperating System
ManagementManagement
ApplicationsApplications
PhonesPhones
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What’s changing?
Standard Hardware (AudioCodes, Cisco…)
Softswitch / Proxy (Broadsoft, Digium)
Applications (Genesys, IBM WebSphere…)
Accessories (Phones, cameras, paging)
SIP hasbecome thestandard andopen interface
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Why SIP?
Industry Standard Interfaces– SIP (RFC 3261), NetAnn (RFC 4240) and MSCML (RFC 4722)
Operating System and Platform Independent– Now you choose your operating system
Broad Packaging Options– Boards, blades or boxes
Better Scaling– Same solution for a wide range of solutions
Reliability– Ability to route around failed equipment
Agility– Enables quick application migration
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System Integratorsand OEMs
System Integratorsand OEMs
The Telecom Ecosystem
VARsVARsDistributorsDistributors
ISVs/Application Partners
ISVs/Application Partners
EnablingTechnologies
EnablingTechnologies
SIP enables applications that can leverage the channel ecosystem.
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System Integratorsand OEMs
System Integratorsand OEMs
The Telecom Ecosystem
VARsVARsDistributorsDistributors
ISVs/Application Partners
ISVs/Application Partners
EnablingTechnologies
EnablingTechnologies
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The same core technology across product lines
– AudioCodes DSP Software– The same fundamental Hardware architecture– Sharing the same SW code
Why should you care?– Better QA processes– Better support– Easy scaling– Consistent training– Consistent Interoperability– Sustainable partnership
AudioCodes Technology
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AudioCodes’ Mediant The only Media Gateway to meet or exceed ALL test criteria
ETSI Speech Quality Test Results
Below Expectations
Exceeds Expectations
As Expected
AudioCodes Mediant
(G.711, G.729, G.723, EC, VAD, CNG)
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System Integratorsand OEMs
System Integratorsand OEMs
The Telecom Ecosystem
VARsVARsDistributorsDistributors
ISVs/Application Partners
ISVs/Application Partners
EnablingTechnologies
EnablingTechnologies
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100+ CertifiedApplications
100+ CertifiedApplications
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Microsoft – UC
OfficeComm.Server2007
PSTN
PBX
Phones & Faxes
LANAudioCodes
Mediant
MediationServer
IP Phones
ExchangeServer2007
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Broadsoft
PSTN
AudioCodesMediant Gateway
BroadworxFeature Server
FaxAnalog Phones
SMB
MP-11x
SMB
IP Phones
FaxAnalog Phones
FaxAnalog Phones
SMB
MP-11x
Carrier POP
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AVAYA
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Digium/ Asterisk
Polycom Phones
AudioCodes Media Gateways* Other form factors available
Redundant Clustered Servers
Redundant Gateways
LAN
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Pingtel
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FaxBack
PSTNPSTN
FaxBackFax Server
TP-260/SIPMedia Gateway Blade
T.38 via SIP
T1/E1
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System Integratorsand OEMs
System Integratorsand OEMs
The Telecom Ecosystem
VARsVARsDistributorsDistributors
ISVs/Application Partners
ISVs/Application Partners
EnablingTechnologies
EnablingTechnologies
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Channel Partners
20+ DistributionPartnerships
20+ DistributionPartnerships
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System Integratorsand OEMs
System Integratorsand OEMs
The Telecom Ecosystem
VARsVARsDistributorsDistributors
ISVs/Application Partners
ISVs/Application Partners
EnablingTechnologies
EnablingTechnologies
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Opportunities for VARs
ApplicationServer
VAR can match the application to the customer’s needsAll other components remain the same!
SIP
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Our Vision: Growth of the Ecosystem
LargerMarket
More Solutions New Business
IncreasedResources
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What’s in it for you?
The entire telecom industry
is changing
With change comes opportunity
But to succeed, you need to focus on what
you do best
And work with the best
– The best technology
– The best applications
– The best partnerships
Come and see us at Booth
#827!
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