the bellhaves implementation of a voice-over-ip centrex service offering

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The BellHaves

Implementation of a

Voice-over-IP Centrex

Service Offering.

A Business Case Analysis

Submitted By:

Mike Haverhals, Principal

Haves Engineering Consulting and Design

101 E San Fernando St., Suite 408

San Jose, CA 95112

[email protected]

Submitted To:David Fraley

Gartner Dataquest

251 River Oaks Pkwy.

San Jose, CA 95134

Submittal Date:

November 1, 2002



BellHaves - 2002 Pg 2

Index

Index 2S.0 Executive Summary 4S.1 Project Scope 4S.2 LongBoard Course of Action 5S.3 Sylantro Course of Action 5S.4 VocalData Course of Action 5S.5 Reccomendation 5

M.0 Mission Statement 6

1.0 Introduction 7

2.0 Summary Findings 73.0 Project Specifications 83.1 Project Goals 83.2 Technical Specifications 8

3.3 Financial Specifications 93.4 Chronological Specification 93.5 Subscriber Specifications 103.6 Pricing Specifications 10

4.0 Courses of Action 104.1 LongBoard 104.1.1 Hardware Information 104.1.2 Software Information 114.1.3 Financial Information 13

4.2 Sylantro 134.2.1 Hardware Information 13

4.2.2 Software Information 144.2.3 Financial Information 15

4.3 VocalData 164.3.1 Hardware Information 164.3.2 Software Information 174.3.3 Financial Information 18

5.0 Evaluation Criteria 185.1 Net Present Value 185.2 Installation and Supportability 195.3 Features and Functionality 195.4 Customer Satisfaction 19

6.0 Analysis 206.1 LongBoard 206.1.1 Net Present Value 206.1.2 Installation and Supportability 206.1.3 Features and Functionality 206.1.4 Customer Satisfaction 20

6.2 Sylantro 216.2.1 Net Present Value 21




6.2.2 Installation and Supportability 216.2.3 Features and Functionality 216.2.4 Customer Satisfaction 21

6.3 VocalData 226.3.1 Net Present Value 226.3.2 Installation and Supportability 22

6.3.3 Features and Functionality 226.3.4 Customer Satisfaction 22

7.0 Recommendation 23

Appendices

A1.0 Decision MatrixA2.0 Capital Request CalculationsA2.1 LongBoardA2.2 Sylantro

A2.3 VocalDataA3.0 LongBoard DataA3.1 Realtime White Paper A3.2 Realtime Partner SolutionA3.3 Realtime Applications Server A3.4 LongBoard PresentationA3.5 LongBoard Pricing

A4.0 Sylantro DataA4.1 c-BusinessA4.2 ComOfficeA4.3 ComRIO

A4.4 ComTraveler A4.5 ComCiergeA4.6 ComMerchantA4.7 ComPortalA4.8 Sylantro PresentationA4.9 Sylantro Pricing A5.0 VocalData DataA5.1 VOISS OverviewA5.2 VOISS Desktop PortalA5.3 VOISS MobilityA5.4 VOISS Administrator

A5.5 VOISS VPNA5.6 VOISS Proxy Firewall VF-1A5.7 Security PresentationA5.8 VocalData PresentationA5.9 VocalData Presentation

A6.0 Glossary of AcronymsA7.0 References




S.0 Executive Summary

With the introduction of Voice-over-Internet-Protocol (VoIP) Centrex services,BellHaves is positioned to offer their customers an efficient approach to voice-gradeservice coupled with the innovation of mobile and computer based value added features.

This avenue of service will serve to retain the existing PBX Centrex customer base aswell as enable the opportunity to realize additional service annuity from both existing andnew customers that the VoIP Centrex solution will attract.

S.1 Project Scope

In order to best serve BellHaves and their customers, a careful investigation of varioussolutions from industry-leading external vendors must be undertaken. This analysisinvolves the careful research of 4 primary factors affecting the feasibility of the coursesof action presented by LongBoard, Sylantro, and VocalData. The first factor that must beaddressed is the ease of installation and overall supportability of the solution. After

exploring the physical implementation of the VoIP Centrex system, the features andfunctionality of the system must be examined. In order to select a financially responsibleapproach, the solution must deliver a sufficient Net Present Value (NPV). And, inkeeping with the mission of BellHaves to deliver the best possible service to their constituents, the VoIP Centrex solution must provide an excellent level of customer satisfaction.

S.2 LongBoard Course of Action

The LongBoard approach to a VoIP Centrex solution requires a moderate degree of support due to the inclusion of multiple third-party vendors. However, these vendors do provide for a set of features that has been carefully selected from across the industry.The NPV of $54.8 million delivered by the LongBoard solution is adequate, withcustomer pricing relatively average for the VoIP Centrex market. And, the ability tocustomize applications on an enterprise-by-enterprise basis will result in an aboveaverage level of customer satisfaction.

S.3 Sylantro Course of Action

Sylantro’s VoIP Centrex system is based on their own application enabled softswitch,which allows for simple installation and knowledgeable support. The features provided by the system are average for the VoIP Centrex industry as they are straightforward witha high degree of usability. The NPV of $53.7 million delivered by the Sylantro solutionis satisfactory, with a slightly below average cost of implementation. However, due totheir competitively priced applications, they will be able to achieve a higher than averagerate of market presence. By delivering a cost-effective course of action with value addedapplications, the Sylantro offering will achieve an excellent level of customer satisfaction.




S.4 VocalData Course of Action

The course of action presented by VocalData is a highly flexible and highly customizableVoIP Centrex system. This involvement of numerous equipment vendors allows for many options at the cost of a higher level of support necessary for installation. However,

once the solution has been physically implemented the additional options and features provided are well ahead of the standard offerings present in the industry today. These powerful additions to VocalData’a solution deliver an NPV of $67.1 million, which isgreater than the industry average. Unfortunately, this is due to the higher pricing of valueadded options that will cause to limit the interest of prospective customers. VocalData’sVoIP Centrex solution will ultimately deliver a higher than average level of customer satisfaction to those customers wiling to pay for above average services.

S.5 Recommendation

Through careful analysis and exploration, it is determined that the Sylantro solution for

delivering VoIP Centrex is the best choice of the 3 courses of action presented. ThroughSylantro’s implementation and support of a VoIP Centrex system, end users will be ableto realize the financial benefits of this cost effective technology. End users will also gaina high level of customer satisfaction from the usability and options that the value addedfeatures contribute to this enriched VoIP Centrex experience. And, through thecompetitively priced packaging of service applications, an increase in total revenue will be achieved through the acquisition of a larger share of the VoIP Centrex market. Byselecting Sylantro’s VoIP Centrex solution, the best possible result will be achieved by both BellHaves and their clientele.




M.0 Mission Statement

With the advent of Voice-over-IP (VoIP) based Centrex service as a cost effective andfeature rich alternative to voice-grade services offered by traditional Private BranchExchange (PBX) Centrex systems, BellHaves is faced with responding effectively and

efficiently to this paradigm shift in the communication industry. A VoIP Centrexsolution must be selected by BellHaves that will allow them to establish a VoIP Centrexmarket presence by first retaining their existing customer base; and by second enablingthe opportunity for growth into this new generation of telecommunications. The solutionwill be selected from one of three leading VoIP Centrex providers - LongBoard, Sylantro,and VocalData. Through careful analysis of these 3 vendor’s offerings and selection of the best solution to fit the needs of the business, BellHaves will not only be able to retainour market share of Centrex applications but also be positioned to acquire a larger segment of the commercial market through the offering of value added features enabled by a VoIP Centrex solution. The implementation of this solution will allow for the best possible outcome for both BellHaves and their valued customers.




1.0 Introduction

As the communications industry continues to innovate and develop new technologies, theevolution of the Local Area Network (LAN) structure has lead to the inevitable adoptionof a converged network that delivers both data and real time communications through a

single medium. The driving force behind this fusion of the computer and the telephone isthe VoIP approach to delivering voice-grade services over the packet-switched network.With this comes the difficulty of providing real time services without suffering the ill-effects of common data transmission problems such as packet loss and delay. Therefore,it is crucial that any system used to provide VoIP services is able to run reliably anddeliver a high Quality of Service (QoS). However, once these technical issues areaddressed, the opportunity to utilize the efficiency of an entirely IP-based network willdeliver a significant reduction in the cost of providing voice-grade services.

Once the implemented VoIP system has proven that it can adequately support thetransmission of real time services, it must also be able to deliver an enriched array of

features. By offering not only basic Centrex services but also by utilizing the combinedresources of the converged data network, a VoIP Centrex system may be deployed thatoffers numerous value added options via a personal computer. At this stage of the VoIPoffering, the system begins its transformation from an expense-saving solution to arevenue-generating solution.

The combination of reliable, cost-efficient service and a diverse feature set will providethe end user with a high level of customer satisfaction in terms of both usability andfinancial allocation. This, in turn, allows the service provider to retain their existingcustomer base and also forge ahead in obtaining a larger market share with which togenerate revenue.

2.0 Summary Findings

While the implementation of a VoIP Centrex solution is a given, the course of action toachieve this requires a considerable amount of analysis. The solution must deliver atechnically sound approach that delivers a high quality of service without being toocomplex to adequately support. The appropriate course of action must also deliver additional features that are powerful yet easily understood in order to enrich the usersoverall experience without introducing frustrations due to difficulties with usability.And, the solution must be able to accomplish these tasks without losing its appeal to thetargeted market segment due to any excessive costs associated with the implementation

of a VoIP Centrex system.

After careful investigation and analysis of the 3 alternatives presented, it is determinedthat the Sylantro course of action for the implementation of a VoIP Centrex system is the best choice for BellHaves and its customers.




3.0 Project Specifications

3.1 Project Goals

As the Regional Bell Operating Company (RBOC), BellHaves has a significant

opportunity to benefit from the development, trial, and introduction into the marketplaceof a standalone VoIP Centrex solution. The implementation of a VoIP Centrex solutionwill allow for the BellHaves to convert PBX sales into service annuity. The initialoffering to replace the PBX will be a carrier-hosted system that includes basics such asvoicemail and IP phones. Entrance into the marketplace will be focused on small tomedium enterprises and will allow for expansion into larger enterprises as the marketmatures.

3.2 Technical Specifications

Each VoIP Centrex solution will be standalone and will not involve any long haul VoIP.

Thus, all traffic will be turned over to a Class-5 switch for transport across the PublicSwitched Telephone Network (PSTN).

Basic PBX Centrex services to be provided by the VoIP Centrex solution before valueadded services are implemented are given in Figure 3-1.

Call Forwarding Call Holding Direct Inward Calling

Call Return Caller ID Direct Outward Dialing

Call Transfer Speed Dialing 4-Digit Calling

Call Screening Repeat Dialing 3-Way Calling

Call Waiting Redial Priority Ringing

Figure 3-1: Common Centrex Services

A signaling gateway and Signaling System #7 (SS7) network interface will be provided based upon vendor requirements. A media gateway will be required to implement theVoIP Centrex solution and must be able to support increases in user traffic based uponthe growth of the subscriber base. And, all existing premise routers will be able to beintegrated into the VoIP solution. A layout of the VoIP Centrex solution is given inFigure 3-2.

Only IP phones will be used in the implementation of the VoIP Centrex solution. And,

all of these phones will be rented and not sold. The percentage of executive and standardIP phone sets installed per solution is 15% and 85% respectively.

While the initial Operational Support System (OSS) will be the vendor’s proprietarysolution, the vendor must be able to support the integration of the VoIP Centrex solutioninto existing Business Support Systems (BSS) and OSS systems.




Figure 3-2: Hardware Layout of VoIP Solution

3.3 Financial Specifications

BellHaves will generate revenue in two forms. The first form of revenue will be throughcharges associated with the installation of the VoIP Centrex system. Continuing revenuewill then be collected in the form of ongoing monthly service charges.

All trunking charges will be calculated on a per-user basis. And, no incrementalinvestments will be needed to upgrade the existing Central Office (CO) infrastructure.

Value added features for the VoIP Centrex solution will be determined by both vendor recommendations and the estimated adoption rate of features by end-users. All value-added features (with the exception of basic PBX functionality and voicemail) will carryincremental charges.

3.4 Chronological Specifications

A total of 10 solutions will be purchased and installed over an 8-year timeframe. Therollout of these solutions is given in Figure 3-3.

Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8

Solutions 1 2 1 1 1 1 1 2

Figure 3-3: Annual Number of Solutions Implemented per Year




3.5 Subscriber Specifications

The initial subscriber base per solution is estimated at 5000 users. The number of usersfor all solutions will continue to grow over the 8-year period, resulting in an estimatedtotal of 219,850 subscribers by the end of the 8-year period. The yearly estimated new

subscriber base per solution is given in Figure 3-4, and the total yearly subscriber base for all 10 solutions implemented for each course of action over the 8-year period is given inAppendix A2.0.

Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8

Subscribers: 5,000 10,500 14,700 19,110 23,888 29,859 35,831 40,131

Figure 3-4: Annual Number of Subscribers per Solution

3.6 Pricing Specifications

All pricing for vendor-specific services are provided by the individual vendors andassumed to be legitimate. In order to connect to the external network (the PSTN), theaccess charge per user for a T1 channel is estimated at $8. And, service pricing over the8-year period is adjusted for an inflation rate of 3.5%.

IP phones are initially priced at $450 per executive set and $175 per standard set; with per set rental values of $26.25 and $10.21, respectively. All IP phone prices aredepreciated over the 8-year period at a rate of 2 %. Phone pricing for the various coursesof action over the 8-year period is given in Appendix A2.0.

4.0 Courses of Action

4.1 LongBoard

The LongBoard solution for a VoIP Centrex system is the LongBoard RealtimeCommunications Platform (LRCP) and is comprised of a multivendor network thatsupplies carrier-grade voice services. VoIP Centrex is delivered through the assimilationof prespecified hardware from multiple vendors with its own proprietary feature server inorder to provide services and applications that have been tested at 99.997% reliability inreal-world testing. A layout of LongBoard’s multivendor system is given in Figure 4-1.

4.1.1 Hardware Information

While the hardware associated with LongBoard’s VoIP solution has been selected from anumber of vendors, the feature server itself is provided by LongBoard. The featureserver provides a Sun Microsystems Solaris platform for SIP call control, SIP-basedapplications and OSS/BSS interfacing. QoS for LongBoard’s VoIP Centrex system isensured through the support of RSVP and MPLS protocols; and all server subsystems arecompletely redundant ensuring no single point of failure. System management may also be performed through the server’s support of SNMP and CORBA.




4.1.3 Financial Information

The LongBoard course of action for a VoIP Centrex system delivers an NPV over the 8-year implementation period of approximately $54.8 million. The estimated revenuegenerated over the 8-year period is $712.7 million and the overall capital costs of the

project over the 8-year period are estimated at $108.7 million. The capital cost of theinitial solution is estimated at $1.8 million, and the initial cost-per-user is estimated at$113. And, the course of action is expected to achieve payback in the second full year of service. (See Appendix A2.1 for all financial calculations.)

The company is privately funded by venture capital firms such as Berkeley Internationaland Interwest Partners. They have offices both domestically in California, Texas, and North Carolina as well as international offices in the United Kingdom. And, LongBoardhas established partnerships with Domestic RBOCs, long distance carriers, andinternational PTTs.

4.2 Sylantro

The Sylantro solution for a VoIP Centrex system consists of a ready-to-deploy course of action that includes both its own prespecified hardware (including its own application-enabled sowftswitch) and bundled software applications that have been developed in-house.


The Sylantro VoIP Centrex system is comprised of its own application-enabled

softswitch that provides an extensible platform for VoIP Centrex features. Thissoftswitch utilizes application servers running on the Sun Microsystems Solaris platformand supports such widely used protocols as SIP, MGCP, CAS, and VXML for VoIPcommunications. The softswitch also allows for service and platform management for both subscriber and provider via HTML, Java, and SNMP standards; and allows for multiple OSS integration and support through a CORBA interface. The Sylantrosoftswitch also provides the ability to create services through the use of HTTP. Finally,Sylantro’s application softswitch ultimately allows for the complete replacement of theClass-5 switch in order to progress from the hybrid of packet-switched & circuit-switchednetworks once the public packet-switched network is able to achieve a high QoS. Adiagram of Sylantro’s capabilities is given in Figure 4-2.

Connectivity to the PSTN for the Sylantro’s hybrid solution is provided in the form of aSonus Networks media signaling gateway (although the solution is interoperable with allmajor media gateways if others are necessary). The actual phone sets can be determined based upon the specific needs of the customer since Sylantro’s VoIP Centrex solution isfully compatible with a vast majority of analog, digital, and IP phones.




Figure 4-2: Sylantro’s Application-Enabled Softswitch Structure

4.2.2 Software Information

The software services that Sylantro offers are in the form of prepackaged bundles thatinclude everything form basic PBX Centrex functions to mobility options to enrichedcall-center and enterprise services. All features are accessible through web-based portalsallowing for 24/7 remote accessibility. And, all user interfaces are fully brandableallowing for customized portals.

Sylantro’s c-business suite comprises the basic feature-set for VoIP Centrex services. Itincludes all of the customary features associated with current Centrex offerings such ascall waiting, call transfers, call forwarding, conferencing, voicemail, and DID. The c-Business suite also includes an end user portal with secure login that allows for both self- provisioning and company-wide configuration. And, an online user help guide is alsoincluded to assist new users in their adoption of the c-Business suite.

The ComOffice module allows for seamless integration of service into the MicrosoftWindows platform and specifically the Microsoft Outlook application. It allows for fullsynchronization, click-to-call directory access, and integration into the Outlook toolbar.ComOffice also generates multiple call logs and allows for phone assistance through theuse of user definable “reach me settings.”

The ComRIO module provides a single number contact for telecommuters and remoteemployees. Through a self-provisioning interface, end-users are able to route incomingcalls to remote locations as needed. And, by routing outgoing calls through the office,there is no disclosure of personal phone numbers.




4.3 VocalData

Through the incorporation of numerous multivendor hardware options, VocalData provides the ability to deploy VoIP Centrex systems that can be completely tailored to fitthe customer. These customizations can also be made to the service applications in order

to provide a full-featured solution.


The VocalData solution employs their Voice Over IP SoftSwitch (VOISS), whichincorporates both its own call agent and feature servers. The emphasis of the VocalDataVoIP Centrex system is the UNIX-based feature server that allows for redundantoperation of VOISS application and database software. The Sun Microsystems server also supports SIP, MGCP, and SCCP protocols. Along with the features server is theability to incorporate an additional VOISS SS-1 Streaming Server that frees the systemresources of other VOISS servers in order provide dedicated call processing. The

VocalData system also includes conferencing and security options. Through theimplementation of the VOISS NB-60 Conference Bridge, the system is able to supporton-demand and meet-me conferencing services. And, through the installation of theVOISS VF-1 Proxy Firewall, VocalData’s VoIP Centrex solution enables IP calls across both private and public firewalls without sacrificing network security. The VOISS VF-1is able to transmit these IP calls by supporting the same standard protocols as the VOISSfeature server (SIP, MGCP, and SCCP). And, this added security allows for the easyimplementation of VOISS Virtual Private Network (VPN) services for remote locations.This security enhanced network layout is shown in Figure 4-3.

Figure 4-3: VocalData’s VOISS Network Layout




The VocalData system is compatible with a wide variety of both access/media gatewaysand third-party softswitches from vendors such as Cisco Systems, Sonus Networks, andTelcordia Technologies. This allows for end users to further customize their network configurations to incorporate as many different vendor offerings as is beneficial to their business. This multi-vendor support also includes the compatibility of numerous IP

phone sets from vendors such as Cisco, Polycom, and Iwatsu. And, the system supportsSNMP in order to maintain the “five-nines” (99.999%) reliability VocalData strives toensure.

4.3.2 Software Information

VocalData’s VoIP Centrex features are delivered via the VOISS Desktop Portalapplication. These functions include call screening, call logs, and also TAPI-basedcalling that provides full Microsoft integration through the use of their TelephonyApplication Program Interface.

The VOISS Mobility Solutions suite includes the access of all features from any remotelocation via the VOISS Web Portal. These features include one-click integrated presencethat links telephony status to instant messaging status in the event that the end user needsto leave the work site. Incoming calls can be set to ring at both office and remotelocations through the use of the Remote VOISS module. If the end user desires a discretenotification of incoming calls, the VOISS Assistant module can be used to direct calls toPDAs, PCs, or Mobile phones for real time routing decisions on a call-by-call basis.Finally, the VOISS system also supports the 802.11 wireless LAN protocol in order toenable interoffice mobility.

The integration of voicemail and e-mail is provided through the VOISS Voice & UnifiedMessaging module. This option allows for access to traditional voicemail from PC portals; and also enables full integration with e-mail applications such as MicrosoftOutlook.

Through the utilization of VOISS Conferencing, subscribers are able to access on-demand and meet-me conferencing services to any internal or external user through either a PC portals or standard IP phones.

VocalData’s VOISS Front Desk module delivers a GUI that empowers receptionists andoperators to efficiently route calls throughout the organization from their PC. It alsoallows for access to corporate directories and presence management through theutilization of call status indicators.

The VOISS Informal Call Center establishes a centralized environment for call queuingand distribution. This module also provides music on hold and the ability to convey prerecorded messages.




VocalData enables the customization of their services with the VOISS ApplicationProgramming Interface (API) application. Additional functionality can be providedthrough the development of applications that utilize the real time capture of systeminformation via TCP/IP.

The VOISS Administrator allows for the setup, modification, and maintenance of VocalData’s VoIP Centrex system. Through the use of setup wizards, the administrator can quickly setup the VOISS system. After the initial setup, all information and systemcomponents can be maintained on a partition-by-partition basis. If there are anyquestions, online help and comprehensive function descriptions are easily accessible.And, the VOISS Administrator module also provides real time monitoring of overallsystem performance.

4.3.3 Financial Information

The VocalData solution for a VoIP Centrex system delivers an NPV over the 8-year

implementation period of approximately $67.1 million. The estimated revenue generatedover the 8-year period is $844.9 million and the overall capital costs of the project over the 8-year period are estimated at $73.1 million (not including the cost of additionalhardware). The cost of the initial solution is estimated at $7.1 million, and the initialcost-per-user is estimated at $132. And, the project is expected to achieve payback in thesecond full year of service. (See Appendix A2.3 for all financial calculations.)

VocalData receives its financial backing from firms such as JP Morgan Partners, SAIC,and the Silicon Valley Bank. They have also established domestic and internationalcontracts with service providers such as NTT Comware, Intermedia Communications andKancharla.

5.0 Evaluation Criteria

The evaluation criteria for the potential VoIP solutions is divided into 4 descriptivecategories, each of which is given an associated weight in order to determine the bestoverall solution. The first criterion is the solution’s net present value. The secondcriteria is concerned with the installation and supportability of the solution. The thirdcriterion addresses the features and functionality of the solution. And, the final criterioninvolves the overall customer satisfaction with the solution. The final weighted scoresfor each vendor are given in Appendix A1.0.

5.1 Net Present Value – 30%

The NPV of the VoIP solution addresses the financial aspects of determining the bestsolution for the business. In order to evaluate the cash flow necessary to implement thesolution over the 8-year period, the NPV method takes into account the time-value of money. Through the use of a discount rate, the NPV calculation is able to determinetoday’s value of the entire project through its completion in 8 years. The formula for NPV calculations is given in Figure 5-1.




Figure 5-1: Net Present Value Formula

5.2 Installation and Supportability – 30%

The installation and supportability criteria is primarily concerned with how seamlesslythe VoIP Centrex solution can be integrated into the existing infrastructure, and theamount of ease in which it can be maintained once in place. The solution must becompatible with the existing on-site LAN, and must be able to connect flawlessly to thePSTN. The solution must also be reliable within regards to these networks in order not to

cause for any difficulties over time with regards to hardware or software. Basicmaintenance and upgrades are legitimate, but downtime and other persistent problems arenot acceptable.

5.3 Features and Functionality – 20%

The features and functionality portion of the selection criteria investigates both the simpleusability and the value-added options that can be used with the VoIP Centrex solution.The solution must be easy to use with a reasonable learning curve and provide all the basic features associated with PBX Centrex. Along with these basic features, the natureof an IP-based, voice-grade system allows for numerous value-added options that canalso be utilized. Therefore, this criterion also takes into account the various additionalfeatures that the VoIP Centrex solution offers.

5.4 Customer Satisfaction – 20%

Ultimately, the VoIP Centrex solution must provide the customer with a service that theyare pleased with. This criterion takes into account what the target market desires from aVoIP Centrex solution. In order for the solution to be effective within the marketplace itmust fill the needs of the customer base. This includes resisting the temptation of offering extraneous services that are an unnecessary distraction from the genuine needs of the customer. By adequately identifying the needs of the small to medium RBOCcustomer, the best solution can be implemented to ensure a strong, continuingrelationship with the customer.




6.0 Analysis

6.1 LongBoard

6.1.1 Net Present Value

With the addition of third-party services to their own VoIP Centrex applications, theLongBoard solution delivers an average NPV. The use of third-party hardware doesincrease the initial customer investment in order to implement the system. Still, for theservices that are provided, subscriber costs are within reason.

6.1.2 Installation and Supportability

The LongBoard solution for the implementation of a VoIP Centrex system includes whatthey have determined as the best offerings from across the industry and combines themtogether with their own applications server in order to create a hybrid system in order to

deliver services. While this does offer what LongBoard deems as the best hardware (andsoftware) in the industry, it causes their system to rely heavily on third-party support. Inturn, this opens to possibility an increased difficulty in support due to a dependence onthe coordination of external vendors. Fortunately, the hardware supplied by the third- party vendors is all prespecified, which should prove to ease some amount of this burden.

6.1.3 Features and Functionality

LongBoard’s narrow focus on their applications does allow them to offer an extensivearray of moderate to high-powered features that include their own application interfacesand presence management. And, an impressive aspect to their offering is their SDK suite

for the simplified development of customized applications. This approach is catered to aslightly more sophisticated customer that is able to utilize in-house programming in order to fully maximize the potential of LongBoard’s VoIP Centrex solution.

6.1.4 Customer Satisfaction

LongBoard’s VoIP Centrex solution provides all of the basic PBX Centrex functionalitywith the addition of a broad range of value added services. While the maintenance of asystem comprised of numerous third-party vendors could prove slightly labor intensive,the overall service provided should be more than adequate for the average small tomedium sized business. And, while the LongBoard coarse of action cost slightly more

than other alternatives, the benefits realized by organizations that can fully utilize theSDKs will find these customizable options well worth the expense.




6.2 Sylantro


The streamlined approach that Sylantro has taken to a VoIP solution has unfortunately

resulted in a lower NPV. However, this is influenced partly by the lower cost of implementation. This scaled back financial approach should serve to promote greater market penetration since the average business customer is hesitant to commit largeamounts of capital to newer technologies.


Sylantro’s approach to a VoIP Centrex solution is slightly more conservative in that itdoes not offer a wide array of third-party vendors, but rather keeps its focus on creating(internally) a simple yet robust alternative to PBX Centrex that fills the customers needs.While their business model does not neglect the importance of offering a complete

solution by including all of the necessary hardware to serve as a complete Class-5replacement, they have placed importance on the services that can be offered through aVoIP Centrex solution. By designing their own softswitch to support a wide array of applications, Sylantro has laid the groundwork for an extensive amount of value addedservices to be provided to the customer. And, by keeping with in-house development of their VoIP Centrex platform, Sylantro is well positioned to provide reliable service andexpert support.


The features offered by Sylantro, while definitely adequate, do not go above and beyond

the basic limits of what can be offered through the implementation of a VoIP Centrexsystem. While there is room for the addition of higher powered and more complex valueadded services, Sylantro’s solution has found a balance between what is a reasonableaddition to basic Centrex service without becoming overkill. Along with the array of services that Sylantro’s VoIP Centrex solution provides, they have also placed a largeamount of focus on the usability of their product. Through limiting the deployment of over-engineered application interfaces and instead utilizing web-based applications, asignificant reduction in learning time should be realized by end users.


The average small to medium sized RBOC customer should find Sylantro’s offering totheir liking in that it provides the reliable and easily maintained service that they havegrown accustomed to with PBX Centrex systems. Furthermore, the enriched featuresmade possible through Sylantro’s applications packages add a healthy supply of ready-to-use services. By combining these factors with a competitive pricing scheme, customerswill undoubtedly benefit from the Sylantro course of action.




6.3 VocalData


With the addition of multiple premium features, VocalData’s VOISS system delivers a

sizeable NPV. Unfortunately, along with these premium features comes a sizeable costassociated with purchasing value added hardware and software. And, with a sizeableincrease in cost from current PBX Centrex services in order to fully utilize VocalData’sofferring, the additional revenue is negated by a decreased take-rate. Still, while both theimplementation costs and user costs are above average, there still does remain the potential for significant gain from high-end customers and enterprises that are willing to pay for the increased business potential that VocalData’s VoIP Centrex solution offers.


The VocalData coarse of action for the implementation of a VoIP Centrex system

provides a more complex system of customizable multivendor hardware. While this doesallow for a highly customizable combination of networking hardware, it also increasesthe level of necessary support. Fortunately, the feature server and a number of other additional hardware options such as the firewall and conference server are developed inhouse allowing for an increase in reliability. And, through the use of applicationsdeveloped entirely by VocalData, the installation of software driven features should berelatively simple.


The features provided by VocalData are both broad and powerful. The value added

services that are provided by the VOISS system encompass close to everything that VoIPCentrex can offer. Every detail from mobility options via wireless LAN to customizableapplications driven by realtime information, VocalData’s approach delivers nothing shortof a full-feature VoIP Centrex solution. Add to this the optional streaming servers andfirewall that allows for VPN support and VocalData almost appears to be ahead of itstime.


High-end clients will undoubtedly be pleased with everything VocalData’s VOISSsystem offers. From the added security to the customizable applications, there is not

much this approach leaves out with regard to options. However, based on the marketsegment of existing PBX Centrex subscribers that RBOCs are catering to, the additionalfeatures of the VocalData course of action may prove to be more than is needed and notoutweigh the overall costs associated with it implementation.



7.0 Recommendation

While all three of the presented VoIP Centrex platforms provide an implementablesolution that would be able to fill the needs of both BellHaves and their constituents, therecommended course of action is the Sylantro approach. Taking into consideration the

customer base of the RBOC, the Sylantro VoIP Centrex solution provides the best fit for what our customers are both accustomed to now and will have a growing need for in thefuture. Through the implementation of Sylantro’s fully supportable VoIP Centrex platform, the seamless installation of basic Centrex functionality will be delivered. And,through easily understood and competitively priced value added features, the customer will achieve a high level of satisfaction and BellHaves as the provider will recognize anincrease in revenue. Through the implementation of the Sylantro VoIP Centrex solution,the best possible outcome will be realized for both BellHaves and their valued customers.

the bellhaves implementation of a voice-over-ip centrex service offering

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