EMEA Techshare 2009

The Future Begins

Terminate Cisco withAvaya Design 2 Win

Mike Armstrong

EMEA Techshare 2009

The Future BeginsD2W Mission Priorities

Improve project win rate

Increase customer satisfaction

Increase market share

WHY?

HOW?

D2W Mission Parameters

Match business requirements with the most cost-effective solution

Avoid over engineering

Question, challenge and review

EMEA Techshare 2009

The Future BeginsWho’s Out There?

EMEA Techshare 2009

The Future Begins

Provide five key components

– Linux Call Processing Server/s

– Gateways (stand alone or based on router)

– Telephones

– Application Software

– Licenses

Designed to meet the minimum customer specification at the lowest possible price

Cisco Technical Bid Methodology

EMEA Techshare 2009

The Future BeginsAvaya Technical Bid Methodology

Accept ASD defaults that provide hundreds of components

Ignore D2W guidelines

Insist on highly reliable configurations

Build future expansion into the design

Designed to meet the maximum customer specification with corresponding pricing

EMEA Techshare 2009

The Future BeginsWhy Did We Lose?

“The Cisco pricing is coming in more than $100k less than our solution including maintenance and we don’t know why.”

“The customer wants our most redundant and scalable system.”

“The customer claims that Cisco is providing the same level of redundancy as Avaya.”

Avaya Account Managers 2008

EMEA Techshare 2009

The Future BeginsWhy Did We Lose?

“During the bid process, our account team expressed a concern that the design and the services were significantly over engineered.

We engaged Avaya who reviewed the scope, but could not change the designs or reduce the services scope/costs in time for the submission deadline.”

Avaya Business Partner 2008

EMEA Techshare 2009

The Future BeginsDesign 2 Win Starts Here

Know the customer and their business

Engage your local technical and sales resources as early in the sales cycle as possible

Question and challenge ASD output

– let D2W help content guide you

Go in lean and mean and sell the value of Avaya

– then sell up the value stack just like Cisco

Avaya promotions are there to help – use them!

Education, education, education

EMEA Techshare 2009

The Future Begins

ASD – Friend…

……or Foe?or Foe?……or Foe?or Foe?

EMEA Techshare 2009

The Future BeginsS8300 Design Components to Avoid

Automatically Accepting ASD Outputs

UPS backup

New RTU instead of moving existing RTU

Bundled CMEE RTU when CM is a lower price

IP & Digital Conference phones instead of Analog

Patch panels

Digital Console instead of Softconsole/OSPC

Media Gateway Loopback Jacks

Media Gateway CD-ROM drives

EMEA Techshare 2009

The Future BeginsS8510/S8730 Design Components to Avoid

Automatically Accepting ASD Outputs

UPS backup

New RTU instead of moving existing RTU

Spare RTU

Bundled CMEE RTU when CM is a lower price

ESS when LSP is available

G650s when S8510/S8730 PE is appropriate

Dual IPSIs per G650 for High Reliability

Dual MedPros per G650 for Critical Reliability

Digital Console instead of Softconsole/OSPC

IP & Digital Conference phones instead of Analog

Media Gateway Loopback Jacks

Media Gateway CD-ROM drives

EMEA Techshare 2009

The Future Begins

Learn and use the Competitive Configurator in all competitive situations

Have your work double checked

– especially with upgrades and migrations and large, complex, multi-site projects

Avaya Competitive Configurator

EMEA Techshare 2009

The Future Begins

Remember!Design Lean and Mean (and green)

Always consider Software Duplication

Default to Avoid

Remove UPS

Default to Consider

EMEA Techshare 2009

The Future BeginsLet D2W content guide you

NOTE: Avoid G650 and leverage Media Gateways if possible

Select Media Gatewaythat best fits location size

Select LSP thatbest fits location size

if truly needed

EMEA Techshare 2009

The Future Begins

Do you always followDesign 2 Win strategies?

Change to “NO”every Location

Default to Avoid – Technician can use their laptops

Default to Consider – Pay attention to requirements

G450’s supportredundant power

“Check” if required

EMEA Techshare 2009

The Future BeginsIs the final design cost effective?

Do not add extraMedia Resource

Keep Default

Default to Avoid

Cables Only

EMEA Techshare 2009

The Future Begins

CM Standard RTU

MM w/ H.323

Outlook Integration preferred

Lower TCO

Avaya Integrated Mgmt

Full Admin Survivability

Built in VAL

Using D2W

2401 + EndpointsDual S8730’s

CM Standard RTU

IA770 Messaging Entitlement

Outlook Integration preferred

Lower TCO

Avaya Integrated Mgmt

Full Admin Survivability

Built in VAL

Using D2W

451-2400 Endpoints S8510 and LSP

CM Standard RTU

IA770 Messaging Entitlement

Outlook Integration supported

Software &

Applications

Lower TCO

Avaya Integrated Mgmt

Full Admin Survivability

Built in VAL

Customer Benefits

Using D2W

1- 450 Endpoints S8300 and LSP

Target Market

All or Combination ofIP 16xx or 96xx Phones

S8300 G450

S8300 LSP G450 or G430

Includes IA770 Voice Mail

S8510

S8510 LSP

All or Combination ofIP 16xx or 96xx Phones

G450

S8730 A

S8730 B

Combinations of IP 96xx Phones only G450

RedundantServers

Design Servers by Endpoints

Small Medium Large

G650

Keep It Simple:Design By Endpoints

EMEA Techshare 2009

The Future BeginsD2W with Processor Ethernet

Processor Ethernet is now supported on the S8730

– PE now offered across full CM market space

– may eliminate the need for multiple, central gateways

– be aware of current CLAN design limitations

S8510 PE/LSP/G4x0 is a very competitive design

– matches our closest competitor from a survivability perspective

EMEA Techshare 2009

The Future BeginsPE Financial Comparison

Traditional IP Connect

– S8730, S8510 ESS, 10 x G650s

– List Price $215K

Processor Ethernet

– S8730 PE, S8510 ESS, 7 x G450s

– List Price $99K

Cost effective. Competitive. Reduced footprint.

All figures internal estimates

EMEA Techshare 2009

The Future BeginsPE Environmental Comparison

TODAY WITH PE

Agents 5,500 5,500

Trunks 7,000 (TDM) 7,000 (SIP)

Port Networks 36 4

Rack units 800 124

Power (watts/hr) 54,136 29,164

Heat (BTU/hr) 196,440 111,014

84% footprint reduction

46% power reduction

43% heat reductionAll figures internal estimates

EMEA Techshare 2009

The Future Begins

Cisco IP Telephony: Just The Facts

EMEA Techshare 2009

The Future Begins

Cisco’s cluster architecture is complex

Avaya provides a clear, simple architecture based around Media Servers and Media Gateways

Build the design around endpoint capacity

FACT

D2W

Cisco Clusters: Just The Facts

FACT

EMEA Techshare 2009

The Future Begins

Minimum cluster configuration comprises– Publisher, Subscriber, TFTP server

•Publisher holds device configurations in a RW database

•Subscriber holds a config copy and supports phone RAS

– can be co-resident supporting up to 1,000 devices

Clusters supporting >1,000 devices require a dedicated Publisher, multiple Subscribers etc.

Only one Publisher and up to 8 Subscribers per cluster

– up to 20 servers in total per cluster are supported

– additional servers cover MoH, Conferencing, 911 etc.

CUCM version must be consistent within the cluster

Cisco Cluster Configurations

EMEA Techshare 2009

The Future Begins

A single cluster is located at a single site– CM, or CM with LSP, at the site

A single cluster is located at a single site and relies on SRST at remote locations

– CM with SLS at each site

A single cluster is distributed across a WAN– CM with LSP at each site

A single cluster is located at every site– CM, or CM with LSP, at each site

Cisco Cluster Configurations

EMEA Techshare 2009

The Future BeginsCisco Single Site Cluster

Comparable to S8510 or S8510/LSP

– stateless call failover/failback with full functionality

– no admin impact in LSP mode

EMEA Techshare 2009

The Future Begins

Cisco Multi-Site WAN with centralised call processing

Comparable to S8510 with SLS at each site

– stateless call failover/failback with limited functionality

– automatic or manual failback to main server•Cisco only supports automatic

EMEA Techshare 2009

The Future BeginsCisco WAN Clustering

Comparable to S8510 with LSP at each site– stateless call failover/failback with full functionality

– no admin impact in LSP mode

– Avaya supports up to 250 sites with full functionality• in this configuration, Cisco only supports up to 8 sites

EMEA Techshare 2009

The Future Begins

Cisco Multi-Site WAN with distributed call processing

Comparable to S8510 with LSP at each site

– stateless call failover/failback with full functionality

– automatic or manual failback to main server•Cisco only supports automatic

EMEA Techshare 2009

The Future Begins

Clustering over the WAN imposes heavy network performance metrics

– RTT less than 80ms

– minimum 1.5Mbps for ICCS between sites

– additional 1.5Mbps per remote Subscriber server

Publisher at HQ with two remote Subscribers at Site B– minimum inter-site ICCS = 1.5Mbps

– database traffic = 2*1.5 =3Mbps

– total = 4.5Mbps

Total bandwidth is dependent on– number of endpoints, shared directories, database

replication, codecs, software upgrades etc.

Cisco WAN Cluster Bandwidth

EMEA Techshare 2009

The Future Begins

Cisco cannot support stateful call failover

Avaya PE/LSP offers the same resilience as Cisco

Avaya can support stateful call failover through duplex S87xx Media Servers

Position PE then upsell reliability and survivability

FACT

D2W

FACT

Cisco Call Failover: Just The Facts

EMEA Techshare 2009

The Future Begins

If the Publisher fails, no new moves/adds/changes are supported on the Publisher

– less than 10 features, e.g. Call Forward, DND, MWI, may be administered on a Subscriber server during this time

Changes made on Subscriber servers are not synchronised with the Publisher when it recovers

If a Subscriber fails, phones will begin searching for secondary and then tertiary Subscriber servers

– if none exist or cannot be reached, phone then searches for SRST

– phone recovery time depends on what redundancy options have been administered and the phone model

Cisco Call Failover: Just The Facts

EMEA Techshare 2009

The Future Begins

Cisco’s WAN clustering model supports stateless failover with full functionality for up to 8 sites depending on the redundancy model

Avaya support stateless failover with full functionality for up to 250 sites with ESS and/or LSP

Does the business need such resilience? If so, educate the customer on Cisco’s limitations

FACT

FACT

D2W

Cisco WAN Cluster Call Failover

EMEA Techshare 2009

The Future Begins

Subscriber servers can be primary, backup or support both roles through load balancing (1:1 mode only)

– servers can be in dedicated pairs or shared pairs

1:1 Subscriber redundancy model

– for every primary Subscriber, there is a backup server

– allows load balancing across primary and backup

– backup server must have the necessary capacity

Cisco 1:1 Subscriber Redundancy

EMEA Techshare 2009

The Future Begins

2:1 Subscriber redundancy model

– for every two primary Subscribers, there is one shared backup server

– load balancing not supported

– backup server must have the necessary capacity

Cisco 2:1 Subscriber Redundancy

EMEA Techshare 2009

The Future Begins

Local failover configuration– each site requires a primary and backup Subscriber

– limited to just 4 sites

Remote failover configuration– each site requires a primary Subscriber

•backup Subscribers may be placed at one or more remote sites, but are not strictly necessary

– limited to just 8 sites• local phone registration, 1:1 Subscriber redundancy and

50/50 server load balancing options must all be deployed

•with 2:1 Subscriber redundancy, just 6 sites are supported

Cisco WAN Cluster Call Failover

EMEA Techshare 2009

The Future Begins

Cisco’s router-based SRST application offers limited failover functionality in a multi-site network

Avaya support similar functionality with the SLS feature available at any site with a H.248 gateway

Always consider SLS initially

FACT

D2W

FACT

D2W

Cisco SRST: Just The Facts

EMEA Techshare 2009

The Future Begins

Impact of existing applications?

Impact of encryption?

Administration overhead?

Cisco SRST

EMEA Techshare 2009

The Future Begins

Cisco’s secure SRST model offers very limited failover functionality

Certain previously secure functions are no longer secure

Avaya’s SLS feature has no impact on security

Educate the customer on the limitations of secure SRST

FACT

FACT

D2W

Cisco Secure SRST: Just The Facts

EMEA Techshare 2009

The Future Begins

Cisco’s original Windows-based Call Manager is no longer being developed

With WAN clustering, the minimum bandwidth doubles if upgrading from CUCM R6.0

Avaya’s Communication Manager has evolved on the same Linux foundation since 2002

Educate the customer on the significant costs and network impact if they choose to upgrade Call Manager

FACT

FACT

D2W

Cisco Call Manager: Just The Facts

EMEA Techshare 2009

The Future Begins

Cisco will often subsidise UC sales with network infrastructure margin

Avaya supports all leading vendor networks

Introduce data network partners, e.g. Extreme, to the customer

FACT

FACT

D2W

Cisco Sales Tactics

EMEA Techshare 2009

The Future BeginsSummary

Always apply D2W strategies in competitive situations

– design lean and mean then upsell

Engage Avaya resources early

Use competitive resources effectively

Be aware of sales promotions

Always educate the customer

– become a trusted advisor

Along with success comes a reputation for wisdom

Euripides 480BC – 406BCΕυριπίδης

EMEA Techshare 2009

The Future Begins

Thank You