developing hosted ip pbx applications

August 2004

Developing Hosted IP PBX Applications

Bob Minai

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


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


$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

$8,000

2002

2003

2004

2005

2006

2007

Ho

ste

d P

BX

Sta

tion

s (M

illio

ns)

0

2

4

6

8

10

12

14

16

18

Ho

ste

d P

BX

Re

ven

ue

(M

illio

ns)

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

$3,000

$4,000

$5,000

$6,000

$7,000

$8,000

2002

2003

2004

2005

2006

2007

IP P

BX

Sta

tion

s (M

illio

ns)

0

2

4

6

8

10

12

14

16

18

IP P

BX

Re

ven

ue

(M

illio

ns)

Revenue Stations


Example Carriers with IP Voice Deployed

Competitive CarriersIncumbent Carriers


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


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


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


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


Market TrendsExample Application Development


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


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


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


MS Outlook Plug-In

Carbon Twelve’s miPA Lite

Remote OfficeDo Not DisturbCall ForwardingDialerCall LogMS MessengerAlso plugs into MS Internet Explorer


MS Internet Explorer Plug-In

Highlight any phone

number, right click and

select dial


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.


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


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

developing hosted ip pbx applications

Documents