T erminate Cisco with Avaya Design 2 Win

1. Terminate Cisco withAvaya Design 2 Win Mike Armstrong

2. WHY? HOW? D2W Mission Priorities • Improve project win rate • Increase customer satisfaction • Increase market share D2W Mission Parameters • Match business requirements with the most cost-effective solution • Avoid over engineering • Question, challenge and review

3. Who’s Out There?

4. Cisco Technical Bid Methodology • 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

5. Avaya 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

6. Why 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

7. Why 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

8. Design 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

9. ASD – Friend… …or Foe?

10. S8300 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

11. S8510/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

12. Avaya Competitive Configurator • 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

13. Remember!Design Lean and Mean (and green) Default to Consider Always consider Software Duplication Default to Avoid Remove UPS

14. Let D2W content guide you NOTE: Avoid G650 and leverage Media Gateways if possible Select Media Gateway that best fits location size Select LSP that best fits location size if truly needed

15. Default to Avoid – Technician can use their laptops Change to “NO” every Location Default to Consider – Pay attention to requirements G450’s support redundant power “Check” if required Do you always followDesign 2 Win strategies?

16. Is the final design cost effective? Keep Default Do not add extra Media Resource Default to Avoid Cables Only

17. Keep It Simple:Design By Endpoints Small Medium Large S8510 S8300 G450 S8730 B Includes IA770 Voice Mail Redundant Servers Design Servers by Endpoints S8510 LSP S8730 A S8300 LSP G450 or G430 G650 G450 All or Combination of IP 16xx or 96xx Phones All or Combination of IP 16xx or 96xx Phones Combinations of IP 96xx Phones only G450 Target Market Using D2W 1- 450 Endpoints S8300 and LSP Using D2W 451-2400 Endpoints S8510 and LSP Using D2W 2401 + EndpointsDual S8730’s Customer Benefits Lower TCO Avaya Integrated Mgmt Full Admin Survivability Built in VAL Lower TCO Avaya Integrated Mgmt Full Admin Survivability Built in VAL Lower TCO Avaya Integrated Mgmt Full Admin Survivability Built in VAL Software & Applications CM Standard RTU IA770 Messaging Entitlement Outlook Integration supported CM Standard RTU IA770 Messaging Entitlement Outlook Integration preferred CM Standard RTU MM w/ H.323 Outlook Integration preferred

18. D2W 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

19. PE 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

20. PE Environmental Comparison 84% footprint reduction 46% power reduction 43% heat reduction All figures internal estimates

21. Cisco IP Telephony: Just The Facts

22. FACT FACT D2W Cisco Clusters: Just The Facts • 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

23. Cisco Cluster Configurations • 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

24. Cisco Cluster Configurations • 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

25. Cisco Single Site Cluster • Comparable to S8510 or S8510/LSP • stateless call failover/failback with full functionality • no admin impact in LSP mode

26. 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

27. Cisco 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

28. 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

29. Cisco WAN Cluster Bandwidth • 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.

30. FACT FACT D2W Cisco Call Failover: Just The Facts • 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

31. Cisco Call Failover: Just The Facts • 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

32. FACT FACT D2W Cisco WAN Cluster Call Failover • 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

33. Cisco 1:1 Subscriber Redundancy • 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

34. Cisco 2:1 Subscriber Redundancy • 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

35. Cisco WAN Cluster Call Failover • 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

36. FACT FACT D2W Cisco SRST: Just The Facts • 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 D2W

37. Cisco SRST • Impact of existing applications? • Impact of encryption? • Administration overhead?

38. FACT FACT D2W Cisco Secure SRST: Just The Facts • 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

39. FACT FACT D2W Cisco Call Manager: Just The Facts • 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

40. FACT FACT D2W Cisco Sales Tactics • 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

41. Ευριπίδης Summary • 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 – 406BC

42. Thank You