lucid networks presentation

Gradwell and Lucid Networks

June 2009

www.gradwell.com | 01225 800 800 | [email protected]

VoIP 2009 – Where are we at?

Who are we?

• We provide hosted Internet services

• Email & website (17k mail, 12k websites)

• Telephone service (51k Numbers)

• Broadband Internet (500 – new)

• Focus on


• Focus on

• Managed services

• Excellent support

• Micro / small business

• Glue technology together

• Make it work

• Solve a problem that we have

• Explain how to use it

Internet backbone for small business

What are we?

• 10 years old (Incorporated in December 1998)

• A team of 30

• Consistently award winning

• Liked by our customers

• “Best functionality”


• “Best functionality”

• “Customer Service”

• “Save Time”

• “Business Specialists”

• “Technical Skills”

What is your technical inclination?

Averse

17%

Enthusiast

36%


Competent

47%

Recent numbers (June 2009)

Customer base of 18,000

• Repeat billing agreements: 9200

• 140 co-branded partners

• 110 white label partners


>50,000 phone numbers

• Trunk delivery (SIP/IAX) SIP: 6030, IAX: 7800

• Centrex & single line services – 13250 extensions

• 5500 handsets & routers shipped since Nov 2007

Regularly handling >5M minutes of calls

in & out per month

Top 3 SME

VoIP Provider

Distribution

• We sell direct to end customers

• We have a reseller channel of 250 IT consultants

• We sell white label to a handful of the middle-tier Internet providers (Plusnet, Tiscali)

• We market via the internet, word of mouth and PR


• There are approximately 1 million Micro/Small Business with broadband in the UK

How big is your company? What is your role in IT?

The VoIP “rules”

+ +


+ +

Internet & Open Source rules apply

• Distance isn’t an issue

• Pay for what you use, rather than how long you use it for

• Plug-in “anywhere”


• Banks of features and functionality

Different types of VoIP


Messaging + Talk


Case Study - Gradwell

20021 number to call

01225 800 800

Leeds


01225 800 800

2008

26 people working in office

4 at home

Peter Gradwell

Stuart Herbert (Technical Manager)

Ben Smithurst

Paul Thomas

Daniel Leech

Stan Pitchua

Ben Cole

Industrial Placement Student Developersx3

Barrie Millett (Commercial

Manager)

Gavin Lewandowski (1st Line TL A)

Matt Mackenzie

Dean Green

Kieron James

Tom Causer (1st Line TL B)

Daniel Warren

Daniek Kirby

Simon Cleverley

Specialist Support Staff

David Palmer (2nd Line)

Admin Staff

? (Logistics)

Brian Tolfree(Finance)

Katie Mackreth

Terri Manning (Porting)

Derek Swindell(Sales

Manager)

Jamie Ashby

Matt Park (Resellers)

Jake Johnson (Marketing)

BathTunbridge Wells

IP Centrex

• “PBX In the Sky”

• Multiple sites, multiple countries

• Small business phone systems

• One phone on each desk


• One phone on each desk

• Each phone has a dedicated number (DDI)

• Call routing is done centrally

• Everyone is on the same “system”

IP Centrex - Gradwell

• Has a “phone number”

• Make and receive calls to PSTN

• It can “look” like a phone


• Works across multiple internet connections

Clever numbers

• A Londoner can have an Edinburgh Phone Number

• Work from your Spanish villa, whilst in Birmingham

• An Englishman in Madrid can call a Chinese distributor with a US phone number (for free)


with a US phone number (for free)

Phone numbers

• 00 44 1225 80 0 800

• Typically BT will route/transit the calls inbound from

Intl Country Area Telco Customer

• Typically BT will route/transit the calls inbound from the world to smaller Telcos

• Could buy the service from C&W/Kingston

• Call comes down an ISDN line (SS7 signalling) into a server and we convert it to VoIP (SIP)


How does it work?

BT Interconnect

Copper

Interconnect

SIP Servers

PSTN to SIP Gateways

Internet


C&W/Verizon

SIP phone

SIP phones have user names & passwords and

login to the SIP gateway

SIP phone

Internet connectivity

• ADSL with many hops, or bandwidth management will introduce latency and jitter

• Jitter is voice packets arriving out of order, so they get dropped

• Upstream bandwidth restrictions will cause people to sound


• Upstream bandwidth restrictions will cause people to sound “underwater”

• Ethernet/WAN/MPLS Networks avoid these problems

Poor quality

• http://myvoipspeed.visualware.com/

• PESQ / MOS Scoring (0 -> 4.4) and Which codec

• Network• Latency >120ms is too high, causes Jitter

• Packet Loss (Routers) and Discards (Jitter Buffers)

Premium

Broadband


• Packet Loss (Routers) and Discards (Jitter Buffers)

• Wireless

• Premium Broadband gives QoS in the network

• A good Router manages the LAN & Upstream

• Large offices, use Ethernet/MPLS – new BT Openreach pricing in Spring

IT consultancy

• 4 staff working from home

• Use of “virtual numbers”

• Intelligent Routing


• SMS and Voicemail

• Call Transfer

• Ad-Hoc 3-Way Conferencing

IT consultancy

• Individual DDI routes:

• Phone

• Everyone

• Voicemail

2 x 0161 2 x 01642 01772


Sean

Ring Group – All Together

Ewan Stuart Andrew Nigel Amy

Sean VoiceMail

Tech support setup


Does it save money?

• “On-Net” calls are free – Call other VoIP users

• Calls are as cheap, if not cheaper (1.25ppm)

• Service is based on line rental (£7/month)


• £100 a handset on the desk

• Remove ISDN, but add bandwidth

Gradwell – phase 2

• We grew to about 25 people in the office using our hosted PBX, on an SDSL line

• Mainly, we wanted more bespoke call handling and CRM integration


PBX options

• Tools available to allow you/us to build low cost, but high functionality PBXes

• Lucid would put a server in your office(s)

• IP handsets


• IP handsets

• Mix of ISDN + VoIP

Integrating offices & supply chain

• Public ENUM is about publishing how you want to receive your phone calls

• Carrier ENUM is telcos getting a dynamic routing table


ENUM

• Phone numbers as domain names

• My VoIP server can now decide how to route the call

• 01225 800 810 becomes

• 0.1.8.0.0.8.5.2.2.1.4.4.e164.arpa.


• 0.1.8.0.0.8.5.2.2.1.4.4.e164.arpa.

• When I look this up I find

• TEL: 079700NNNNN

• SIP: [email protected]

• Can also dial [email protected]

Trixbox implementation

• Use of Trixbox PBX

• It’s free & commercial versions

• Full blown PBX & queue

• Integration with CRM


• Integration with CRM

• QueueMetrics for management info

Mini call centre

• 8 support staff, 2 shifts

• Visual display of calls

• A couple of man days of time


Gradwell’s telephony 2008

• Hybrid Hosted PBX and dedicated queuing server

• SDSL line in the office dedicated to voice

• ADSL lines at home, mixed use, with QoS

• Receiving and making 200 calls a day


Telephony costs

• DSL: £263

• 3x 50 + 1x 65 for DSL, plus 6x 12 for analogue lines

• Phone Calls: £300

• (120 hrs/2100 calls for £300 in Sept)


• VoIP Service 10 DDIs plus Dedicated Server: £70 + £120

• Monthly cost: £753

• Complete telephony for 30 people

• 200 calls a day, 4 hrs call a day

Conclusions

• “VoIP” is actually:

• A new way of looking at things

• A set of tools and building blocks

• Systems must be engineered properly

• Do need to make an initial investment


• Do need to make an initial investment

• Plenty of real life experience available

• Improved functionality & working

Thank you

All enquiries:

Peter Gradwell


Gradwell Dot Com Limited

26 Cheltenham Street, Bath BA2 3EX

T: 01225 800 800

E: [email protected]

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