1. SIP Within Your Enterprise, Simplifying Business
Communications While Lowering Costs
Darren Verette
Avaya Solution Consultant – Avaya’s Business Communication Solutions Group
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2. http://www.avaya.com/master-usa/en-us/resource/assets/premiumcontent/sipfordummies.pdf
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3. 1 Business Drivers for SIP and Technology Direction
2 Introducing the SIP Session Manager and its Benefits
3 SIP Considerations in Customer Contact
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4. Session Initiation Protocol
SIP can be called a “rendezvous” protocol. That is, it allows endpoints on the
Internet to discover, locate, negotiate, and establish sessions. What kind of
sessions? Any kind of sessions. SIP is used to establish VoIP (of
course), video, gaming, text, call control.
SIP is an open protocol standard, with an active working group
on the Internet Engineering Task Force (IETF). Avaya and other
major companies are active in the IETF SIP working group and
in other industry groups, working to ensure that SIP-enabled
solutions work across businesses and enterprises with a variety of
legacy, new, and evolving networking and telecommunications
infrastructures and products to enhance and revolutionize the world of
real-time business communications.
SIP is used to identify, locate, and enjoin parties who want to communicate
using any peer-to-peer media type. However, SIP does not transport the
media itself: That is handled by codecs within the communications
programs or devices.
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5. Technology Shift
Using SIP for Business Advantage
Pre 2000 2000 - Today Tomorrow
IN/SS7 CTI Peering and
Overlay Overlay Loose Coupling
SOA
Application Application App App
Connection Connection SIP Presence
Network Connection
IP H.323
ISDN and TDM SIP
Network
Flatten Network
Applications
Consolidate Everywhere
Extend
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6. Session Initiation Protocol
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7. SIP Helping You Achieve Your Business Goals
Presence allows your employees and customers to communicate more efficiently.
User-centricity gives your users more flexibility and options while improving
control of technology and greatly simplifying device (and communications)
management.
Multi-modal capabilities provide a richer communications experience and
empower your business to better serve your customers.
Simplified architectures promote interoperability while simultaneously allowing
your business to reduce costs, rapidly deploy new applications and solutions, and
grow with your business.
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8. “How can I reach you…?”
 Home Number
 Office Number
 Direct Number
 Fax Number
 Mobile Number
 Text Messaging SMS
 IM Screen Name or Alias
 Facebook/Social Networking
 Corporate Email
 Personal Email
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9. Common Customer Scenario
Legacy Consolidation, Incremental Evolution
Business Challenge
• Heterogeneous multi-vendor mix of TDM and IP
• Too complex and costly to “rip and replace” everything in one step
• How to get significant cost savings now?
• How to securely add incremental UC applications now?
• Old costly stand-alone branch/store systems, mobile workforce, etc.
Solution delivering Cost savings, TCO, Productivity
• Core SIP routing for new and old (use gateways to legacy)
• Centralized dial-plan, on-net calling, SIP trunking to core (not edge)
• Deploy SIP applications by user: conferencing, mobility, UC, CEBP
• Roll out centrally managed branches
• Replace legacy incrementally
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10. Complexity
Video Enterprise
Systems Applications
Contact Conferencing
Centers Services
Communication Data
Systems Centers
ENTERPRISE
NETWORK
Communication
Systems
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11. A Business User Wants….
The right APPLICATIONS
needed to perform their job at
any point in their day..
…while CONNECTED to PSTN
WiFI
any network.. LAN
Wireless
.. and ACCESS them
from any device or
location.
In most cases, they can’t. Why?
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12. Today’s Objective:
To share the key that solves this problem, it’s business
impact & projected implication on real-time
communications in the enterprise.
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13. 1 Business Drivers for SIP and Technology Direction
2 Introducing the SIP Session Manager and its Benefits
3 SIP Considerations in Customer Contact
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14. Introducing the SIP Session Manager
Global
Routing Policy
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15. Registrar and Location Function
Registrar Server. When users come online, they need to make sure that
others are aware they’re available to take and make calls. The Registrar
authenticates and registers users when they come online, and stores
information on the users’ logical identities and the communications devices or
physical entities (IP address) of the communication devices they can use. The
devices are identified by their URIs.
Location Service. As users roam, the network needs to be continually aware
of their locations. The location service is a database that keeps track of users
and their locations. The location service gets its input from the registrar server
and provides key information to the proxy and redirect servers. A SIP proxy or
redirect server uses this information to obtain the mapping from logical
SIP addresses to physical SIP addresses, so that communication sessions can
be properly established and maintained.
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16. Connecting User to User – Not Device to Device
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17. Enterprise Wide Registrar
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18. SIP Entities and Security Agent
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19. Trusted SIP Entities Across the Enterprise
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20. Network Routing Policies
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21. Making Calls Outside the Enterprise
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22. Harnessing Network Cost Savings
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23. Least Cost Routing
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24. Least Cost Routing
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25. Policies for the Enterprise and the End User
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26. Individual Policies
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27. Session Manager
User Profile Applications
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28. Green Benefits of SIP-based Architectures
Software configurations significantly reducing hardware needs
40,000 users
2 Data Centers
Full redundancy
Traditional approach
242 Rack Units
New approach
54 Rack Units
78% reduction
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29. Immediate Opportunity: 12 month ROI
Global Bank
X Carrier Costs Savings = $12 Million Savings / Year
Consumer
Service Provider X
Reduced outsourcing
PSTN costs = $11 Million Savings/ Year
Reduced
High Tech
Manufacturing X
Infrastructure, Carrier
Improved customer = $20 Million Savings / Year
service
Travel and
Global Consulting
Firm X International Mobile
Calling
= $ 10 Million Savings / Year
Total Savings by 4 Customers: $53 Million
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30. 1 Business Drivers for SIP and Technology Direction
2 Introducing the SIP Session Manager and its Benefits
3 SIP Considerations in Customer Contact
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31. A Day in the Life of Customer Service
 Observations on two separate visits
 Most frequent calls:
– When does my product ship/arrive?
– Question about payments
– Of the 33 calls observed, 5 were related to shipping (15.5%)
– Of the 33 calls observed, 12 were “complex” (36.2%)
– Of the 33 calls observed, 4 were transferred to Credit Provider (12.1%)
– The remaining 12 calls vary significantly in caller intent and complexity (36.2%)
Multiple inquiries/Complex question
Moderately complicated – Assisted SS
Straight forward – low hanging fruit
Could be avoided via improved routing
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32. Current State
800#
Self Service
PSTN WAN
Peripheral GW
Call Scripting, Pre Route
Caller Options Communication
Load Balancing High cost-per-call*
Manager
Non-optimized self-service
No intelligent wait treatment
Inconsistent Outcomes
Silos of technology
Added infrastructure
Excessive Maintenance and
Administration
Call Center
*Due to take-back and
transfer fees
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33. Call Observation – Categorization
 When does my item ship? What’s my balance? When is my next
payment? – 2:20 seconds
 Return product – How do I return?
 When will my product be delivered?
– No caller id
 Can I pay my bill online?
 May I return the product? - 3:20 seconds
 I’m going to return an item and I’d like to debate the shipping fee –
2:00
Multiple inquiries/Complex question
 Is the item still available? – 54 secs
Moderately complicated – Assisted SS
Straight forward – low hanging fruit
Could be avoided via improved routing
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34. What do these findings reveal?
There is value in considering new models for
customer routing
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35. A Transformational Solution for Operations, IT
and Customer Relationship Imperatives
 SIP Intelligent Customer Routing
– A.K.A. Customer Context Routing
– Intelligent Wait Treatments
– Next Generation Multi-Modal Customer Contact
– Call Context Routing
– Workflow
– Proactive Outbound Notification
– SIP Load Balancing
– Self Service Functions
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36. Future State
Cost Take Out
All ongoing costs associated
Service
with take back and transfer, Provider
Geotel dip fees (SS7) and BPO PSTN
IVR are eliminated
Agent specific wait treatment,
Caller
Requested sell, segmentation
cross
Session Call Scripting,
Manager Caller Options
Load Balancing
Core
Communication
Manager Feature Server Travel upgrade sold while
customer is in queue!
Home Agents (now Today, your customer is
captive
working parcel shifts as needed listening to music while in
for surge) are cost-optimized queue…
Data
BPO agents are now 100% Network
reported and observable Communication
through DC systems Manager
ICR
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37. Customer Specific Wait
Treatment
Ms. Davis, thank you for calling Cust Service!
Carrier
A customer service agent will be right with
you. Your recent order of the Denim Pants
shipped On Monday, June 8th and is scheduled
to Arrive on Friday, June 12th. Your package was
Customer Shipped via FedEx Ground. Your shipping
Context Number is 5552345. To repeat this information,
Aware Simply press 1. If this completely satisfies your
reason for calling today, please press 2 and
hang up…
Call Scripting,
Caller Options
Load Balancing Communication
Manager
Voice Portal
Example:
10% of Customer Service
Calls Deflected = $262,000 yr.
7.5 Agents @ $35K
Call Center
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38. Key Benefits of SIP in this Role
 Uses Voice Portal as primary control point/queue point
 Reduces PBX footprint -- lower OPEX, and CAPEX
 Allows businesses to migrate from legacy ACDs (ex: Nortel) to CM
 New Routing Application for ACD load balancing
 Eliminates the need for complex, expensive pre-routing CTI solutions
(lower OPEX and CAPEX)
 SIP Call Context Integration reduces CTI complexities
 Reduces the need for proprietary post-routing CTI solutions (lower
OPEX and CAPEX)
 Enhanced Wait Treatment via an application on VP
 Improved customer experience and satisfaction
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39. Shipping Notification
Outbound Campaign
Built on Future State
Ms. Davis, This is ABC calling with a shipping
update! Your recent order of the Sterling Silver
Platinum & 18K Vermeil Blue Amethyst Etruscan
Ring shipped On Monday, May 18th and are Campaign Build
scheduled to Arrive on Friday, May 22nd. Your
package was Shipped via FedEx Ground. Your
shipping Number is 5552346. To repeat this Order
information, Simply press 1. Enjoy your ring! Shipped
Data
Session Launch
Manager Campaign
Core Ship Date
Tracking Number
Carrier
Network
ICR/ProActive
Deflection of inbound calls seeking Outbound
shipping date and date of arrival Script/Speech
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40. 14-Day Extended Warranty
Outbound Campaign
Built on Future State
Mr. Douglas, this is a courtesy call from ABC!
We trust you are enjoying your new
Mitsubishi HDTV! We wanted to advise you
that today is the last day you can add the full 2 Campaign Build
year Protection Plan to your purchase. Why not
add this important coverage to your purchase
now? If you’d like to proceed with this coverage
14 Day
simply authorize the addition by entering… Customer
Data
Session
Launch
Manager Campaign
Core Pay-Type
Confirm User
Carrier
BioMetrics
Network
ICR/ProActive
$169 Warranty on Flat Screen, Outbound
Multiplied by just 10 customers Script/Speech
per day = $600,000/YR
Just for Flat Screens!
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41. Step 1
My Mobile
?
Customer Care -
$
Built on Future State
Step 6
Step 2
“Work” (Phantom Call)
Carrier Data Placed in queue
Network Network
Step 3
Customer specific
wait treatment, EWT,
Session cross
Manager sell, segmentation
Core
Agent
Analytics ICR
Step 5
Step 4
Pre Call
Work
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42. Return on Investment Areas of Pursuit
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43. Return on Investment Areas of Pursuit
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44. Return on Investment Areas of Pursuit
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45. http://www.avaya.com/master-usa/en-us/resource/assets/premiumcontent/sipfordummies.pdf
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46. Thank you!
Questions / Discussion
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