Adoption of IP in the Next Generation Contact CenterRupesh Chokshi Gautham NatarajanDirector, AT&T Director, AT&T

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Topics Covered

• Industry Buzz• Business Challenges• IP Enables Convergence• SIP Trunking• Network Strategy• SIP enables Next Gen Contact Centers• Current and Emerging Trends• Next Steps

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The Industry is Buzzing

SIP Trunking

IP Telephony

Intelligent Communications

Convergence

Collaboration

Unified Communications

Knowledge Worker

Remote Agents

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Tra

nsitio

nEvolv

eM

igra

te

Bu

sin

ess

Ch

allen

ges Improve Cost

Scale for Growth Preparing for Disaster Recovery Sustaining Flexibility Implementing Advanced Capabilities Maintaining Old Technology

What Are Your Business Challenges?

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Contact Center Benefits

AgilityIncreasing time-to-market and workflow responsiveness

ControlStrengthening visibility and real-time adaptability across the enterprise

SecurityProtecting against the unexpected

PerformanceEnhancing operational efficiencies and productivity

“How can I improve productivity?”

“How can I better integrate business applications?”

“How can I manage my costs more effectively?”

“How can I ensure the security of my business?”

Contact Center Drivers

Landscape 4 Points of Convergence

Applications

Application Infrastructure

NetworkingFabric

Access

Take Advantage of Services

Over IP

Optimize Your Application

Infrastructure

Enable Your Network with

MPLS

Integrate Mobile and

Fixed Access Options

Convergence Drivers and Benefits

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IP Enables the Convergence ……..

VoIP / IP Telephony

Conference – Web, audio

Presence

eCommerce

Messaging – Email, IM,

Text

CRM / ERP Custom

Communications Applications

Business ApplicationsDevices

SIP / Web Services / IMS

IP MPLS

….. Of Communications and Applications

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Hint: Not a SIP Trunk

Is This SIP Trunking?

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SIP Trunking – A Better Definition…

SIP (Session Initiation Protocol) is an application-layer

protocol for creating, modifying and terminating

sessions with one or more participants.

Examples of sessions include:

Multimedia conferences, Voice calls and Multimedia distribution

Trunking is a communications concept around

enabling many clients to share network access

through a set of lines, frequencies or bandwidth.

9High Level “SIP Trunking” Architecture

Internet

IP PBX

Service Provider IP

Network

PSTN

Your

Facility

Data Access

IP-Phones

SIP TRUNK

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What’s So Cool About SIP Trunking?

1) Convergence of Networks (Voice, Data and more)

2) Dynamic Bandwidth Allocation

3) Total Cost of Ownership: Capital, Infrastructure & Transport Cost Savings

4) Common Protocol with Open Standards

5) Advanced Capabilities available Today

….. the list goes on

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Key Areas to Think About ….

• How do I deal with Hybrid Environment TDM & IP ?• What does Convergence mean for me ? • Are my investments into “Future Ready

Technologies” ?• Can I do More with Less ?• How do I support Remote

worker and Knowledge worker capabilities ?

• What should I do to go Global ?

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Services over IP - The Basic Idea

IP/MPLS Converged Network

IMS InfrastructureIMS Infrastructure

Mobile networks

PSTN SIP endpoints

PSTN Session Border

Controller

SIP Session Border

Controller

Mobility Session Border

Controller

•SIP-based IMS Core on converged IP/MPLS network

•Each access type communicates via a designated Session Border Controller (S/BC)

•S/BCs translate accessprotocols into SIP, andprovide firewall, NAT

•Service layer is agnosticto Transport / Access

•Application Servers (AS) plugged into IMS Coreprovide services over IP

•All Applications available to all access types

Presence Application

Server

Conferencing Application

ServerVoiceApplication

Server

Messaging Application

Server

Video Application

Server

Collaboration Application

Server

13Network Strategy: Transform Each Layer

Multi-Service Access Network

Home or RemoteBranch Office

Data VoiceVideo

IP-PBXCorporateIntranet

IP GW

DataVideo

Application Y Application ZApplication XApplication Aware Network

ApplicationServices

Scalable OpenComputing

Platform• IP Centrex• IP Call Delivery for Call Centers• Unified Communications• Fixed/Mobility Convergence• Web/Chat/Email Collaboration

IMS Common Infrastructure

SIP-based IMS Core Network

IP/MPLS CoreCustomer

VPNs

PBX

Managed GW

TDM GW

TDM-PBX

ENUM/IP Peering

Supporting Multiple Endpoints,Access Technologies and

Application Services

It’s All AboutMulti-Access GW

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• Scalable, open computing platforms• SIP-based IMS Core on IP/MPLS VPN• Support TDM & IP hybrid environments• Plug & Play capability

• Interoperability Testing/Certification of CustomerPremise Equipment, Apps with SIP Trunking Services

• Managed IP Telephony & LAN Services• SIP Extensions enable enhanced Call/User

information delivery

• Voice over IP VPNs, with SIP Trunking• All Distance Calling (LD, Local, Global)• Call Routing / Toll Free Features• Network-based IP Telephony (IP

Centrex)• Wireline/Wireless Convergence• . . .

Network-based VoIP Network-based VoIP ServicesServices

for Enterprises, Call for Enterprises, Call CentersCenters

VoIP Network VoIP Network InfrastructureInfrastructure

Interoperability between Interoperability between Network Services and Network Services and

Customer PremisesCustomer Premises

IP Enabling Voice: Key Elements

15SIP enables Next Gen Contact Centers

LABOR – AGENT COSTS

KNOWLEDGE MANAGEMENT COSTS

IP ENABLERS

BRICKS & MORTAR COSTS

NETWORK COSTS

IBM AS/400

PORTFOLIO OF

IBM AS/400

IVRIVR

US Center

IP ACDIP ACD

TDM ACDTDM ACD

PSTNLocal, International GW

GW

IVRIVRIP enabledIP enabledLegacy ACDLegacy ACD

IVRIVR

IP based PlatformsIP based Platforms

IP ACDIP ACD

AT&T IP/MPLS

Global Network

TATA

Building 2

City

Suburban home

CTI & CRM

Off Shoring of Call Centers Remote Agents, Knowledge Worker

SIP Refer; SIP RedirectUseful Information in SIP Signaling

16IP-Enabled Contact Centers: Current Trends

• Technology shift to IP, SIP, IMS has enabled network efficiencies, leading to lower network costs

• Support for Remote Agents has helped reduce brick and mortar costs

• Global Reach has spurred globalization• Knowledge Management is another key area for

contact center operators• Support for Hybrid Networks

17IP-Enabled Contact Centers: Emerging Trends

• Leverage Unified Communications to further improve e2e customer experience, increase revenues, and drive down costs

• Take advantage of Wireline/Wireless convergence to improve call center operations and drive down costs

• Multimedia based communications sessions between End Users and Contact Centers to differentiate e2e customer experience

18Key Next Step – Revisit Your Network

• What is your Voice infrastructure?• What is your Data infrastructure?• How old is your Equipment (voice & data)?• Look at your company’s Business Plan

• Are you looking for ways IP services can make your business more profitable & efficient.

• SIP trunking is efficient...Can get into IP PBX faster.

• Meet with your Account team• Determine design & cost structure• Identify if benefits outweigh costs

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The question really is not “Why should I embrace IP Telephony in my Contact Centers?” but rather “When and How should I embrace IP Telephony in my Next Generation Contact Centers?”

The time is now, the market is moving, and all Business Enterprises large and small are building plans and implementing IP Telephony in their Next Generation Contact Centers. ARE YOU?ARE YOU?

thank you !