Application Development Tools

2. Application Development Tools A look at the future Ron Romanchik Vice President, Sales for North America AudioCodes Blade Business Line

3. Change……It’s Inevitable

5. PSTN SW Central Office SIP PRI SIP SIP Mediant IP Soft Phone IP Phone

6. Applications • Transport = Commodity • No dispute – there is little profit in simple transport • Applications = Value • Creates Differentiation • Perceived customer value • Create customer “stick” • Many have proven ROI

7. Applications Examples Real Applications We Use Every Day! • Voicemail • Contact Centers • Managing incoming and outgoing calls • Conferencing Services • 25¢ per caller per minute • Speech Enabled IVR • Where would United Airlines be without it? • Onstar • Connections and Directions

8. Legacy PCI Architecture Application Proprietary Proprietary API API Proprietary Proprietary Device Driver Device Driver H.100 T1 Interface Hardware Resource Hardware PSTN Legacy CTI Development Architecture

9. Legacy PCI Architecture • Got the industry started, but… • Slow to learn • Hard to develop • Hard to test • PCI Driver and proprietary API • Dependent on specific O/S • Too much finger pointing between vendors! • We’ve been there…we know!

10. On-board Protocols A totally different approach -leveraging VoIP as “plumbing”

11. The Future: On-board Protocols Application SIP SIP Protocol Stack Ethernet LAN Gateway Blade MediaResource Blade PSTN SIP Architecture

12. On-board Protocols • On-board protocols are becoming the preferred development environment • Using a standard or proprietary protocols • SIP • MSCML • VoiceXML • Application controls resource blades via Ethernet • Via external 100BaseT for PCI • Via backplane for cPCI or ATCA

13. Two Classes of Resources • Media Gateway Blades • Provide connectivity to existing TDM infrastructure • 90% + of installed base is still TDM • Media Resource Blades • Media Server on a blade • IVR – Play / Record / DTMF • Conferencing • Fax • Transcoding

14. Simplifies Integration • Industry Standard • Well understood • Excellent diagnostic tools • Future-proof • Eliminates PCI Driver • No more operating system dependencies • No more driver installation/upgrade complexities

16. Speeds Development Time Customer A: Just over 3 Man-years to integrate and test with a Legacy PCI Blade 3 PCI Same customer using SIP based hardware, 88% less time to market! 2 Integration Time in Man-Years 1 SIP

17. Frees Development Resources Focuses development resources on your application, not interfaces

18. Case Study • Background • Business: #1 Provider of Call Center Software • Founded: 1990 • CEO: Wes Hayden • Locations: Headquartered in Daly City, California, USA, with 45 offices worldwide • Employees: Approximately 1,600 worldwide • Customers: 3300+ worldwide • Parent: Paris-based Alcatel (Paris: CGEP.PA and NYSE: ALA)

19. Case Study • Challenge • Customers were starting to integrate Genesys Voice Platform (IVR platform) into IP-based installations • Needed a way to bridge customers and protect their investment • Wanted to free up resources to develop IP interface • Proprietary TDM cards were a “diversion” of resources and focus from their IP strategy • Customers were used to “one box” solutions

20. Case Study • Solution • AudioCodes TP-260/SIP • “Gateway on a Blade” • One or eight spans per blade • SIP Control • Provides PSTN interface

21. Case Study • Results: • Integration with SIP software was “almost instant” • No long development effort • Abandon TDM development efforts • One software image for both IP and TDM installations • End Customer Success: • Orange Dominica • Replaced aging IVR platform • Special PSTN features provided by gateway • Installed and cut-over in a very short time

22. Summary • There is a whole new way of thinking about developing applications • A Leopard Can Change its Spots! • Can you change yours?

23. Thank You!