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The Real World of SIP A Business Perspective

Explore the market, phones, service providers, and enterprise solutions in the world of SIP. Discover the challenges and opportunities in the SIP industry.

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The Real World of SIP A Business Perspective

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  1. The Real World of SIPA Business Perspective Trefor Davies – ETphones.net Board of Directors, SIP Forum. Co-chair Certification Working Group Sip:tref@sip.etphones.net Email tref@etphones.net +44 1522 533 888

  2. Agenda • Where have we come from? • Review of market • Phones • Service providers • Enterprise • The anatomy of a real SIP system • Where do we go?

  3. SIP Phones 2001

  4. SIP Phones 2002

  5. SIP Phones 2003

  6. SIP Phones 2004

  7. BlueWin eAccess Broadband Services WorldCom BT Telus Telstra TalkingNets SIP Service Providers • bConvergent • Callserve • Deltathree/iConnect Here • Exario • Level 3 • iBasis • Telia • Denwa • Vonage • BroadSIP • Song Networks • Sonera • CoolCall • Korea telecom • Peerlinx (wireless) • GoBeam

  8. BlueWin eAccess Broadband Services BT Telus Telstra SIP Service Providers • bConvergent • Callserve • Deltathree/iConnect Here • Exario • Level 3 • iBasis • Telia Sonera • Vonage • BroadSIP • Song Networks • Korea Telecom • Peerlinx (wireless) • GoBeam

  9. BlueWin eAccess Broadband Services MCI BT Telus Telstra Voice Pulse Voz Telecom Fordyce Bredbandsbolaget Xtraphone KDDI IAXTEL TeleSIP.net Free World Dialup Net2Phone SIP Service Providers • Vonage • SIPphone.com • BroadSIP • Song Networks • Addaline • DialPad • KT • Peerlinx • GoBeam • SIPTel • NTT • Iptel • Primus • Mobitus • ETphones.net • bConvergent • CallServe • Delta3 iConnect Here • Exario • Level3 • Telia Sonera • iBasis • Packet8 • CallUK • Japan Telecom • Telio • Most US ILECs in process

  10. Service Providers in Japan • Market getting very competitive • Broadband market split roughly • 30% Yahoo Broadband (MGCP) • 70% NTT, KDDI, Japan Telecom (SIP) • 120m people • 40m households 10m of whom have broadband (8Mbps or 24Mbps) – note gov’t target is 75% by 2006 – ie 30m. • 80% (ie 8m) of these have Residential Gateway • =>roughly 5m SIP subscribers, mostly through black phone into residential gateway

  11. Enterprise Activity • Enterprise solutions • Pingtel, SNOM, MKC Networks, Siemens, Microsoft, eDial, Intertel • “Hosted solutions” • Broadsoft, Sylantro, Vocaldata… • Mainstream Enterprise Voice vendors – SIP about to move on from being mostly roadmap • Features

  12. Some Enterprise Implementation Examples • Yale University -16k users • IBM – stated aim to have entire worldwide workforce using SIP by 2006 (600,000< people) • Reuters • University British Columbia

  13. Anatomy of a SIP service Easy for new players to get in the market • Drivers • Regulatory • Local Numbers & ENUM • SIP server • The NAT issue • Applications • Conferencing • PSTN connectivity • Billing • Marketing • Dollars

  14. Drivers For SIP Services • Toll bypass • Still currently mostly restricted to new kids on the block – actually driving incumbents to change • Good potential for ISPs looking for delta revenue • A few vendors and operators starting to try and take advantage of other benefits

  15. Regulatory • High Profile in the USA • Pulver, - very careful not to call it a telephony service • Vonage/Packet 8 -Minnesota/California et al • Much less of an issue in Europe • UK completely deregulated – anyone can set up a service • Emergency services • Typically either not supported or via local PSTN gateway

  16. PSTN Hook-Up • Termination is easy • Choices • global players (iBasis Level 3 etc) • smaller CLEC or • doing it yourself • Origination has been harder to find. • Dearth of numbers • Was a shortage of people offering it outside of USA

  17. ENUM • ENUM trials at different stages of maturity around the world • Australia, Austria, Brazil, Canada, China, Denmark, Finland, France, Germany, Hungary, Ireland, Japan, Korea, Malaysia, Netherlands, Poland, Singapore, Slovenia, Sweden, Switzerland, Taiwan, UAE, UK, USA

  18. Billing • Whole range of billing options available • Servers typically provide CDR data that can easily be interfaced to billing software of choice • Billing can be expensive - pricing pitched as % of revenues (3 – 4%) • Some server vendors provide integrated billing solutions

  19. The NAT issue • Mix of solutions out there • Stand alone • Solutions integrated with other features eg DSL modem/ SIP comms server/firewall • Session Border Control • Softphones sold with STUN server hookup • Intelligent solution with STUN & RTP relay options

  20. The NAT issue – some numbers • Take 1 E1 –> 2Mbps = approx 62 concurrent G729 calls • Assume 1 in 10 using the service at any given time = 620 users • Rule of thumb – 20% users behind symmetric NATs =>3,100 total subs per E1. • 1Mbps secure bandwidth can cost up to $10k a year

  21. NAT continued • Best Case • Service provider provides SIP enabled residential gateway or adapter or all phones are STUN enabled – very low server bandwidth needs • Current pragmatic option • Use intelligent NAT detection in server – 2Mbps serves 3100 subscribers ($6.45 per sub) • Worst case • Service Provider relies on purely RTP relay approach – 2Mbps serves 650 subs ($30.75 per sub)

  22. SIP Server • Most SIP server vendors had to change strategy - server alone was not saleable during hard times • Now just seen as an essential commodity - part of a wider portfolio • (eg as a key part of a systems integration activity or applications offering) • Performance should still be viewed as a differentiator

  23. Conferencing & media servers • 3 Basic Choices: • “Carrier class” hardware based solutions – typically a partnership between media server and apps company • Software only – runs on standard platforms – big benefit is scalability and economic price points • Open source products – experience to date suggests some way to go on quality

  24. Other Applications • Big thrust is presence and collaboration aka Openscape, Windows Messenger etc • Disappointingly few presence based services out there at the moment other than the traditional ones (non SIP) and specific enterprise product rollouts. • SMS ringback • Easy to do with SIP

  25. Marketing • Most important driver of business success & very cash dependant • Vonage advertising on TV in USA • Estimate 250k customers by end 2004, 1m by 2006. Just raised $35m • Free World Dial Up • Approx 125k? subs. Uses resources of pulver.com. Free PSTN calls promotions

  26. Dollars • ITSP setup costs €40 - €60 per subscriber in first year (assumes own hosting) • For an ISP typical delta revenues of €8 a month brings fast recovery of investment

  27. Conclusions • 2004 is the year SIP companies start making profit • Service Providers everywhere coming off the fence – often against their will. • With basic infrastructure in place road is clear to start taking advantage of what SIP can really offer

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