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Mastering Service Management for Commercial Voice Offerings
Rick MallonVP Product ManagementSigma Systems
Sigma Systems - Confidential Information
Mastering Commercial Voice
MSOs first entered the commercial voice market with existing residential voice offers• These offers appealed to micro-businesses and SOHOs• Up to 2 lines, reasonable set of features & based on
PacketCable A second phase quickly took shape where the market
asked for a deceptively small increment on top of residential voice• Hunt groups, call transfer, 3-way calling• Multi-port eMTAs (more than 2 lines was required)
To gain additional market share MSOs enhance their offers further• Richer sets of features – more Centrex-like• Add business trunking support• SIP is becoming increasingly important vs PacketCable
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Resi-Plus Voice Service Definition
• Single address• 1 feature package• 2-port devices• Voicemail• Secondary line• Simple listing• Basic hunt groups
Sub
Voice Line
Secondary Line
0:n
0:n
0:n1:1 1:1
1:1 1:1
0:n 0:n1:1
1:1
Dial Tone
Dial Tone Access
Primary Feature Package
Switch Feature
Primary SelfCare Access
Samp Access
Secondary Dial Tone
Dial Tone Access
Secondary Feature Package
Secondary Feature Package
Secondary SelfCare Access
Samp Access
Disconnect Intercept
Intercept
Port Out Intercept
Intercept
MTA(various flavors)
PC VoIP Access
0:1
Normal Voicemail
Voicemail
Group Voicemail
1:1 0:n
Primary Voicemail
Voicemail
Secondary Voicemail
Voicemail
0:1
Hunt Group Member
Hunt Group Member
Hunt Group Pilot
0:n
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Commercial Voice Service Definition
Much more complex• Multiple addresses• Company profile• Custom feature packages• Dial plans• Hunt groups• Multi-port devices• Group voicemail• Complex directory listings • N-port LNP
Sub
CPE Equipment Voice GroupsVoice Profiles Users
Residential Services (Solution
3.2)
0:1
Voice Services
0:1
Address (Contact, Billing)
ContactsQualilifiedService Address
1:n 1:n 0:n
Company ProfileClass of Service
Profile
Phone Profile
Company Features
A La Carte Line Features
1:1
Feature Service(one per feature)
Feature Service(one per feature)
Feature Profile Definition
Subtype
0:1 0:1
Subtype
0:n
0:n
Class of Service Definition
Class of Service Calling Plan
Features
Feature Service(one per feature)
Class of Service Features
Feature Service(one per feature)
Calling Card Allowed
Voice MailProfile
Subtype
Subtype
0:n
1:1 0:1 0:11:1
0:n 0:n
0:1
Phone Profile Definition
Phone Key Assignment
0:n
0:n
1:1
SMP User
Authorization Code
0:1
1:1
0:1 0:1
Voice Service
Primary Voice Line
Commercial Voice Line
Subtype
0:1
0:1
eMTA
Commercial HSD Device
Commercial HSD Access
Subtype
eMTA Device Control
Device Control
Subtype
Port
Voice Port
Subtype
1:1 1:1 0:n
IP Phone
IP Phone Device Control
Subtype
Line Key
Subtype
Feature Key
Subtype
1:1 0:n 0:n
ATA
ATA Device Control
Device Control
Subtype
Port
Voice Port
Subtype
1:1 0:n
0:n
0:n
0:n
Hosted IVR
IVR Definition Device Control
Device Control
Port
0:n
0:n
Subtype Subtype
Voice Port
1:1
Voice ServiceClass of Service
Class of Service Association
Class of Service Calling Plan
Instance
Feature Instance Definition
Service Feature Instance
Subtype
A-La-Carte Feature Instance
Service Feature Instance
Subtype
0:n
1:1 1:1
1:1 1:1 0:1
Class of Service Feature Instance
Service Feature Instance
1:n
0:1
1:n 1:n
Subtype
Voice ServiceClass of Service
Class of Service Association
Class of Service Calling Plan
Instance
Service Feature Instance
A-La-Carte Feature Instance
Service Feature Instance
1:1
1:1 1:1 1:1
Class of Service Feature Instance
Service Feature Instance
1:n
0:1
1:n 1:n
Subtype
Secondary Voice Lines
Secondary Voice Line
1:1
Subtype
0:n
Toll Free Calling Card
0:n 0:n
Hunt Group Definition Call Group Pilot
Call Group Member
0:1
1:1 0:n1:1
Commercial Primary Voice Mail
0:1
Commercial Secondary Voice
0:1
Commercial Voice Mail
Commercial Voice Mail
Subtype
Subtype
Hunt Group0:n
User
0:n
SMP Commercial Group Definition
Subtype
IAD
IAD Commercial HSD Device
Commercial HSD Access
Subtype
IAD Device Control
Device Control
Subtype
Port
Voice Port
Subtype
1:1 1:1 0:n
0:n
Commercial Transfer Voice
0:1
Subtype
Call Pickup Group0:n
Call Pickup Group Definition
Call Group Member
0:n1:1
SMP Commercial Group Definition
Subtype
Group Intercom Ring Group
0:n
Group Intercom Ring Group Definition
Call Group Member
0:n1:1
SMP Commercial Group Definition
Subtype
0:1
Consumable Resources
Call Group First Member
1:1
CLEC Orders
Complex Directory Listing
Main Directory Listing
Sub Listing
1:n1:1
0:n
Directory Listing
0:n
See next page for details
Primary Voice Mail Profile
0:1
Transfer Voice Mail Profile
0:1
Unified Messaging Profile
Subtype
0:1
Composed Commercial Voice
Class of Service Voice Mail
A La Carte Voice Mail
0:1
Unified MessagingCommercial
Transfer Voice Mail
Commercial Primary Voice Mail
0:1
0:1
Unified Messaging
0:1
0:10:10:1
Sigma Systems - Confidential Information
Commercial Voice Market Overview
The market is divided into 2 principle areas:• Hosted Business Services• Business Trunking
Hosted Business Services• Feature rich business lines,
Centrex Business Trunking
• Customer has a key system, PBX or IP PBX on premise and requires only trunk connectivity from the service provider
OSS required to support both services
Business Trunking Services
Hosted Business Services
% of Total
Small Enterprise(2-40 lines)
35.1 M Lines 6.8 M Lines 37.1%
Medium Enterprise(41-400 lines)
36.1 M Lines 4.1 M Lines 35.6%
Large Enterprise (400+ lines)
25.3 M lines 5.6 M Lines 27.3%
% of Total 85.4% 14.6% 100%
Sources: TIA, RHK Phillips Infotech, 2001US Market Dynamics
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Keys to Success
What cable operators must do to successfully penetrate the market for commercial services to SMBs• Establish a reputation for excellent
customer service • Develop new service capabilities and
establish strong strategic alliances to accelerate market entry
• Maintain control of labor costs • Leverage technology suppliers' vested
interest in MSO success • Vastly enhance OSS capabilities
Source: Broadband Advisory Services report, Pike & Fischer
analyst Tim McElgunn, 2007
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Fulfillment Requirements: Hosted SMB
Basic OSS Automation Requirements• Activate over 70 telephony features • Fax lines, 1-800, calling cards, lobby phones• Manage NCS & SIP CPE devices
Additional OSS Automation Requirements• Multi-number porting• Telephone & extension number management
Company and Employee Self-Care• Customer facing GUIs to manage employees• Employee self care GUIs are a key differentiator vs star codes
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Fulfillment Requirements: Large Enterprise
Basic Requirements• Large enterprises have all of the requirements of SMBs and more
Additional OSS Requirements for Automation• Multiple sites• Sites have their own customer administrator• Voice VPNs are used to allow for extension dialing among sites • Bulk load employees at initial sign-up • Companies will want tighter control over incoming and outgoing
calls Telephony Feature Package Creation
• Need for custom feature packages for a single enterprise
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Fulfillment Rqmts: Business Trunking
Basic Requirements• Business trunking includes both data and voice links• Fax lines, 1-8xx numbers, calling cards• Number porting• TN management
Advanced Requirements• Enable the service provider to up-sell advanced services to the
customer Incoming and outgoing calling plans Voice VPNs Network based auto-attendants
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Typical Call Features
Account Codes Anonymous Call Rejection Authorization Codes Automatic Callback Automatic Line (Hotline) Automatic Recall Call Forward Busy Call Forward Busy
Unrestricted Call Forward Don't Answer Call Forward Don't Answer
Unrestricted Call Forward Don't Answer
Variable Timer Call Forward Fixed Call Forward Fixed Activate Call Forward Remote Access Call Forward Group Don’t
Answer Call Forward Universal Call Hold Calling Name Delivery Calling Name Delivery
Blocking Calling Number Delivery Calling Number Delivery
Blocking
Make Set Busy Message Waiting Indicator Multiple Appearance Directory
Number (MADN) Multiple Time Zones Music on Hold Name Display Secondary Language Selective Call Acceptance Selective Call Forwarding Selective Call Rejection Simultaneous Ring Speed Call Short Speed Call Long Spontaneous Call Waiting
Identification Subscriber Activated Call Blocking Suppress Line Identification
Information Ten Digit LNP Trigger Three Way Calling Warm Line
Call Park Call Pickup Call Waiting Call Transfer Cancel Call Waiting Click to Call (SIP only) Click to Conference (SIP only) Customer Originated Trace Denied Termination Dialable Directory Number Directed Call Park Directed Call Pickup Directory Number Hunt Distinctive Ring Distinctive Ring Call Waiting Do Not Disturb InterLATA Carrier IntraLATA Carrier Line Overflow to Directory Number Local Call Detail Recording
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Order Management for Commercial Voice
Need for new back office order management screens
Multiple business addresses (Billing and Service Address) capture
Ability to copy/duplicate lines for rapid data entry
Order capture for complex directory listings
Ability to handle multiple line ports as one transaction
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Customer Administration
Company Administrator GUI - create, manage, delete users (employees), features and equipment
Billing triggers are generated for “billable events” such as addition and deletion of employees
Supports for Single Sign On Multiple language support Large reduction in call center
burden
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Customer Use Cases
Top 10 MSO• 2007 started selling residential voice to
micro-businesses with no changes• 2008 added up to 4 lines plus hunt groups• 2009 have now launched a full commercial
voice offer with 60-plus features• 2010 looking to add trunking and SIP based
services Mid-size MSO
• Soft launch of commercial voice in summer 2009
• Moved straight to full SIP based offers and are positioned well for web 2.0 and unified communications
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More Commercial Services are Coming
Business customers are looking for more from their service provider than just voice & data services
Other service opportunities include:• Remote data backup • Business continuity• Managed security services (IP VPNs, anti-
virus, firewalls)• Video – basic, VOD, streamed content
(entertainment & education)• Unified communication • SIP enabled services (presence, location,
collaboration)• Web 2.0 (e.g. salesforce.com)• Fixed-mobile convergence – unified
business user profile