Cisco’s IP Telephony Solution

© 2002, Cisco Systems, Inc. All rights reserved. 1

Agenda

• What is IP Telephony?
• Deployment models
• Benefits of IP Telephony
• Case Studies
• IP Telephony Solution components

© 2002, Cisco Systems, Inc. All rights reserved. 2

 IP Communication System—Optimizes
Business Communications
Cisco AVVID
u Leverage Cisco
Architecture for Voice,
Video and Integrated
Data (AVVID): an
enterprise wide, open,
standards based
architecture
u Deliver cost effective,
reliable systems that
scale with the
organizations needs
u Maximize
productivity
and enhance IP Voice
customer Telephony Infrastructure
service IP
Contact Video/Audio
u Leverage the Unified
Center
data network Communications conferencing
investment

© 2002, Cisco Systems, Inc. All rights reserved. IP Communications 3

 Convergence Strategies
There Are Three Basic Approaches to
Data/Voice Network Convergence
“Traditional” “Next Generation”
PBX Vendors Vendors

IP-enabled PBX “True” Hybrid Boxes

Convergence
• Not end-to-end IP solution • Bundled voice/data in a
• Gateways added to TDM • End-to-end IP solution chassis-based system
architecture • Fully converged • Not necessarily converged
• Scalability based on LAN/WAN architecture architecture
cabinets • Highly scalable and • Limited scalability
• Proprietary software centralized or distributed • Some proprietary/
and IP phones • Open standards-based some open

© 2002, Cisco Systems, Inc. All rights reserved. 4

Enterprise Voice Evolution
PBX PBX

Tie Line

Legacy PSTN Internetworking

PBX PBX

IP WAN
Router/GW Router/GW
Toll Bypass

CallManager CallManager

IP WAN
Router/GW Router/GW

End-to-End IP Telephony with Application Enablement

© 2002, Cisco Systems, Inc. All rights reserved. 5
 Why not just IP enable?

“Putting VoIP cards in a PBX does not constitute IP

Telephony. IPT enables a whole raft of
communication that the PBX cannot match. The
user is still locked in to the PBX’s feature set ……
the one that hardly anybody uses on a regular
phone. So why do it? Why pay for another device
that only does the same thing as the phone you
already have?”

Source: Bob Emmerson, Industry Analyst

© 2002, Cisco Systems, Inc. All rights reserved. 6

 79% of Businesses Moving to IP Telephony
Other 13%
7%

Fewer Staff 2% Currently Using

3%
4% Planning to Use
Cheaper Domestic PSTN 5%
No Plans:
Cheaper wiring 2%
5%
21% Currently
9%
Cheaper MACs 12% Using: 28%
Cheaper International Calls 10%
4%
12%
New Voice Functionality 20% Planning
13%
Integrated Applications 14% To Use: 51%
Cheaper to Administer 17%
10%

Cheaper Domestic Calls 17%

24%

0% 10% 20% 30%

“This year, we found that nearly one in five (18 percent) of the
respondents who have already deployed VOIP are using it to carry
20 percent or more of their voice traffic.”
Source: Jim Metzler, Business Communications Review, July 2002
© 2002, Cisco Systems, Inc. All rights reserved. 7
Why Migrate to Cisco’s IP Telephony Solution?
• Deploy and maintain one network, lowering
monthly expense and overall TCO through a
common architecture (upgrades, spares, etc)
• Open standards-based allows longterm
flexibility and interoperability with 3rd party
applications
• Scalability and High Availability
• Location independence-Locate agents and
workers anywhere, allowing reduced
facilities overhead
• Enhance employee productivity through
Applications and access to critical tools
• Enhance customer service through tighter
voice/data integration
• Rapid Deployment of new locations or
applications, for better business resilience
and agility in changing markets
© 2002, Cisco Systems, Inc. All rights reserved. 8
IP Telephony — Perception vs. Reality
Perception: Reality:

No E911 Support E911 Support Is Available

Concern About Voice Quality Available with QoS and Call Admission Control (CAC)

Lack of System Availability Triple Redundancy for High Availability

Lack of Scalability Systems Can Scale to 100,000 Users

Learning Curve Issues Partner Support for Installation

and Service, AT&T, SBC, Williams, Norstan,
British Telecom, France Telecom, KPMG, EDS, Etc.

No IP Voice Applications Contact Center (IPCC), Interactive Voice

Response (IP-IVR), Personal Assistant (IP-PA),
Cisco Unity Voicemail and Unified Messaging,
Cisco Conference Connection available today

© 2002, Cisco Systems, Inc. All rights reserved. 9

How to Migrate:
1. Change Transport Mechanism

Enterprise Campus Enterprise Branch Office

PSTN

Toll Bypass

WAN

© 2002, Cisco Systems, Inc. All rights reserved. 10

 2. Adopt IP Telephony

Enterprise Campus Enterprise Branch Office

PSTN

*
*SRST < 48 user
WAN

© 2002, Cisco Systems, Inc. All rights reserved. 11

3. Deploy Converged IP Applications

Enterprise Campus Enterprise Branch Office

PSTN

*
*SRST < 48 user
WAN

© 2002, Cisco Systems, Inc. All rights reserved. 12

Agenda

• What is IP Telephony?
• Deployment models
• Benefits of IP Telephony
• Case Studies
• IP Telephony Solution components

© 2002, Cisco Systems, Inc. All rights reserved. 13

 Choices…Flexible Deployment Offerings
Centralized, Distributed, Managed IP PBX
Rest of
World Voicemail/Unified
Voicemail/Unified Messaging
Messaging
CallManager
Router/
CallManager Router/ Gateway
Gateway

PSTN

Headquarters Branch Office A

Managed in-house Distributed Call
or IP WAN Processing
Outsourced
Router
Gateway
Centralized Call
Network Operations Center Processing Branch Office B
© 2002, Cisco Systems, Inc. All rights reserved. 14
Centralized Call Processing –
Productivity Paradigm Shift

• How much does it cost to visit each site?

• If you can save 2 or 3 “truck rolls” over the next
few years, how much will you save?
• How significant is it to be able to deploy
technology at a much faster pace than your
competitors?
• Imagine deploying new voice productivity
applications to users at hundreds of remote sites
over the weekend!

© 2002, Cisco Systems, Inc. All rights reserved. 15

How?
Centralized Call Processing

• Cisco CallManager servers and

application servers located at
central site
• Router, Ethernet switch and IP
phones at remote locations
V
• Branch office router provides call Remote

processing backup during WAN

failure – SRS Telephony
• IP WAN used for call setup

© 2002, Cisco Systems, Inc. All rights reserved. 16

Benefits of Centralized Call Processing
Improved Productivity
• Give remote users full enterprise level feature sets across
telephony applications, instead of reduced capabilities
(PBX vs. key system)
• Local PSTN trunking at remote sites (typically)
• IT staff is not required at each remote site
• Deploy telephony to remote sites at a fraction of the time
it takes for PBX or Key Systems
• Ability to rapidly deploy new productivity applications to
remote users (without requiring a “truck roll” to each site)
• Easy upgrades and maintenance
• Builds upon existing Cisco network infrastructure to
deliver Enterprise Voice Solutions

© 2002, Cisco Systems, Inc. All rights reserved. 17

Centralized Call Processing:
What is SRS Telephony?
• Survivable Remote Site Telephony integrated with existing data
network, to enable Centralized Call Processing
• Unique, industry-first capability in remote office routers
for IP Telephony redundancy
• Does not require PBX deployment at remote offices – simplifying
management and reducing costs
• Cost-effective enterprise wide deployment of IP telephony enabled by
Cisco AVVID (Architecture for Voice, Video and Integrated Data)
• Always available remote IP telephony
• Ideal for enterprise customers utilizing Centralized Cisco CallManager
deployment for IP telephony at their remote offices

© 2002, Cisco Systems, Inc. All rights reserved. 18

 Survivable Remote Site Telephony –
How it works
When Network Failure Doesn’t Affect Productivity
• IP Phones exchange Keep alive messages and Call Processing
messages with Centrally located CallManager (CCM)
• WAN Link fails – IP phones lose contact with CCM
• IP Phones register with local router as router of last resort
• Router queries phones for configuration and auto-configures itself
• Router provides call processing for duration of failure via PSTN
• Phone displays “CM Fallback Operating”
Applications
Applications
Server
Server
CallManager
Cluster WAN
WAN

X
A

Cisco 7200
Cisco Router with
PSTN SRS Telephony
Headquarters
© 2002, Cisco Systems, Inc. All rights reserved. 19
Agenda

• What is IP Telephony?
• Deployment models
• Benefits of IP Telephony
• Case Studies
• IP Telephony Solution components

© 2002, Cisco Systems, Inc. All rights reserved. 20

Benefits of Cisco IP Telephony

Feature Benefit
• Lower deployment and maintenance costs
IP call processing • Scalability from 3-30,000 users
• Feature parity across all sites

CallManager Clustering • High availability

• Automatic updates of location information for

dynamic and nomadic users
Cisco Emergency Responder
• lowers costs and ensures accurate E-911
locations
• Removes Moves, Adds, Changes (MAC) costs.
Extension and User Mobility
• Improves productivity
Integrated Network Services • Enables automatic QoS and VLAN provisioning,
(Application and network and enhanced security and system management
integration) • Lowers costs and enhances system integrity
• Virtual PBX with consistent features and services
Centralized Call Processing across the enterprise

© 2002, Cisco Systems, Inc. All rights reserved.

• Lowers costs and improves productivity 21
Agenda

• What is IP Telephony?
• Deployment models
• Benefits of IP Telephony
• Case Studies
• IP Telephony Solution components

© 2002, Cisco Systems, Inc. All rights reserved. 22

 Cray Inc. ROI Case Study
ROI Calculator

• Deployment Details
Global market leader in high-end supercomputers
Multi-site deployment
Replaced existing PBX with IP Telephony
650 phones
Required data network upgrade to handle time-
sensitive voice traffic
• ROI Findings
Payback—7 months
ROI Drivers:
Cost of Cisco IP Telephony and data gear cost
the same as PBX
Improved productivity of network support staff
by 33%
Reduced MAC’s costs by $30K/year
Reduced inter-office calling charges by
$25K/year

Summary Sheet
© 2002, Cisco Systems, Inc. All rights reserved. 23
IP Telephony ROI Case Study—Cray
Inc.

Challenge Strategy
• Limited support resources • Deployed 650 IP phones
required a simpler to and Unified Messaging to
manage voice and data three domestic sites in fall
communications network of 2000
• Moving into new facility • Converged network has
required new voice and simplified network
data network investment management and
increased productivity of
the network support staff

© 2002, Cisco Systems, Inc. All rights reserved. 24

Cray Inc.—Results
• ROI Findings:
Payback—6 months
Total Annual Benefit: $395K per year

% Contribution to Cost Savings

Toll-Bypass
• Annual Savings 6% Equipment/Maintenance
of $25K
• Annual Savings of $35K
9% Lower Maintenance Costs
Wiring Drop Savings

Network Administration
• Annual Savings of $335K 84%
MAC’s
Improved Productivity of
Support Staff by 33%

© 2002, Cisco Systems, Inc. All rights reserved. 25

Ministry of Social Policy (MoSP)

Who: Largest government agency in New Zealand

8,000 employees across 210 sites

Challenge: Convert legacy PBX communication systems

onto one voice/data infrastructure

Solution: 210 remote sites and four (4) core sites

Each core site has a Cisco CallManager cluster
No servers at the remote sites—only IP phones

Results: Large volume calls—130 to 160K/per day

Quick deployment—4 weeks
33% more users at same operational cost

© 2002, Cisco Systems, Inc. All rights reserved. 26

Agenda

• What is IP Telephony?
• Deployment models
• Benefits of IP Telephony
• Case Studies
• IP Telephony Solution components

© 2002, Cisco Systems, Inc. All rights reserved. 27

IP Telephony Solution Building Blocks

IP
IP Phone
Phone Extension
Collaboration Extension
Applications Productivity
Productivity Mobility E9-1-1
E9-1-1
Applications Mobility
Services
Services

Call
Call • Media Convergence Servers
CallManager • CallManager Attendant Console
Processing
Processing Directory
Directory
• Voice Gateways, switches
PSTN
and routers
Infrastructure IP
Infrastructure Network
• Integrated
communications system

Clients
Clients
Clients

The World Is Now Global—All Apps Must Traverse Time and Distance
© 2002, Cisco Systems, Inc. All rights reserved. 28
What is Cisco CallManager?

• Software application within Cisco AVVID

architecture
• Provides call processing, call control, feature
control to phones, gateways, devices
• Shared resource manager for VoIP gateways,
conference bridges, etc.
• Host for call control APIs (TAPI/JTAPI) and
configuration APIs (AXL) to third-party
applications and devices
• Enabled by industry standard WinTel platforms
(MCS 7800 Series, ICS 7750)

© 2002, Cisco Systems, Inc. All rights reserved. 29

Multi-Protocol IP Telephony

Cisco
CallManager
SCCP

H323 SIP
SIP Client network

SIP Proxy

MGCP
• Features is requirement No. 1
• Multi-protocol for many years
TAPI • Interop required with migration
SRST JTAPI to SIP

© 2002, Cisco Systems, Inc. All rights reserved. 30

Cisco Portfolio of IP Phones and Analog Adaptors/Gateway

Cisco IP Phone 7960G

• 145X100 pixel, grayscale display
Cisco IP Phone 7940G • 4 soft keys
• 145X100 pixel, grayscale display • 6 programmable line keys
• 4 soft keys • High quality speaker phone
• 2 programmable line keys • Line/local power
• High quality speaker phone • 2-port Ethernet switch
• Line/local power • Supports/enables XML apps.
• 2-port Ethernet switch
• XML applications
Cisco IP SoftPhone
• Windows-
Windows-based IP phone client
• Phone control and standalone
modes
Cisco IP Phone 7910G • VPN client support
and 7910G+SW • USB handset support
• 2x24 character display • Intuitive user interface
• 6 feature keys
• Single line
• Line/local power
• 7910G+SW has a 2-2-port Cisco VG248 Analog
Ethernet switch Cisco IP Conference Phone Gateway
Station 7935 • 48 FXS Ports
• High quality, state of the art • Single 10/100 port, single
speakers PSU
• Hands
Hands-- free conference phone • 2 RJ-
RJ- 21 Telco connectors
• Standard features • Fax and modem
• Legacy voicemail (SMDI)
Cisco IP Phone 7905G • Fully featured
• 192x64 pixel, monochrome Cisco ATA 186/188
display • 2 FXS Ports
• 4 soft keys • 1 RJ
RJ-- 45 10BaseT uplink (Cisco 186 ATA)
• Line/local power • 1 RJ-
RJ- 45 10/100BaseT data port
• 1 RJ-
RJ- 45 (Cisco ATA 188)
• Single line

© 2002, Cisco Systems, Inc. All rights reserved. 31

Productivity Applications
Cisco IP Phones

• Brings the power of WWW to Cisco IP

Phones (7960 and 7940)
• Provides a dynamic and interactive
environment among users, the
enterprise, and the Internet—all
through the Cisco IP Phone User
Interface
• Utilizes modern web technologies for
application services
XML-based data tags for phone content
processing (text menu, text, input, directory,
graphic image, graphic menu)
HTTP for transport
IP Phone Appls—processes clear text and
static set of XML objects; doesn’t process
HTML tags

© 2002, Cisco Systems, Inc. All rights reserved. 32

 What is E9-1-1?
911
911
PSAP
• Emergency calls California
routed to the right
emergency center
• Call-taker knows the Central Site San Jose 911 Selective
California
caller’s location and CO Switch Router
PSTN
can return the call IP WAN New York 911 Selective
CO Switch Router

• Multi-Line Telephone Remote Site

New York
Systems:
Identify at least the bldg
and floor of a 911 caller 911 PSAP
New York

© 2002, Cisco Systems, Inc. All rights reserved. 33

Cisco ER:
Differentiating Features

Proposed/Legislated E9-1-1 Requirements:

Cisco Trad PBX
Support Support
• Automatically provide location of 911 callers to
public safety answering point (PSAP):
Identify precise floor of 911 caller when in any
building over 7,000 ft 2 containing 48+ people
{NENA* model legislation}
Identify 911 caller to within 40,000 ft2 {Illinois legislation}

• Enable callback from PSAP to 911 caller

* NENA= National Emergency Numbers Association

ic
ic
Types of

No ry
No ry

ad
ad

a
a

m
m

on
on
Endpoints

ati
ati

St
© 2002, Cisco Systems, Inc. All rights reserved. St 34
 Extension Mobility
Building A
• IP Phone and Extension Mobility
allows you to be reachable anywhere
on the network
CallManager Building B
Cluster

Campus IP
ng
Ri Network

• Simply Log Into the IP Building C

Phone and your
device profile is sent
• Relocate without
requiring assistance
Ri

to that phone (Line

ng

Numbers, Speed from telecom

Dials, Service links administrators
Log in to
etc.) IP Phone

© 2002, Cisco Systems, Inc. All rights reserved. 35

Virtualizing the Office
Extension Mobility

• User logs into any IP Phone at remote office

• Personal settings available on remote IP phone
• IP Phones can point to any available server anywhere
• Ideal for mobile office worker
© 2002, Cisco Systems, Inc. All rights reserved. 36
 Vertical Markets
Exploring the Possibilities
Government (State, Hospitality
Local, Federal)

Colleges and
Retail and Universities
Distribution

Secondary (K-12)
Transportation Education
© 2002, Cisco Systems, Inc. All rights reserved. 37
Colleges and Universities: Real possibilities

IP Telephony Colleges and Universities

Applications
• On-Screen Class Registration
• On-Screen Advertisements
• On-Screen Ticket Sales
• On-Screen Book Sales
• On-Screen “location finder”
• On-Screen scheduling
• Empower employees • On-Screen Email for targeted
• Competitive Advantage messages
• Customer Satisfaction
• Employee Satisfaction
• Revenue Generation
• Cost Controls /
Reductions

© 2002, Cisco Systems, Inc. All rights reserved. 38

Horizontal Markets
Enterprise-Wide Examples
Meeting Room
Scheduler
World
Clock

Weather

Yellow Pages
Lookup

Flight Status

Stock Tracker

Transit
Schedules

© 2002, Cisco Systems, Inc. All rights reserved. 39

 Cisco Media Convergence Servers

Customer Benefits
• The MCS 7800 Family of
Media Convergence Servers
provide highly reliable
Windows 2000 server
platforms to host voice
applications – ranging from
200 up to 7500 users.
• Delivers the high
performance and availability
demanded by today's
enterprise networks
• Represent a turnkey call
processing solution that is
easy to deploy and highly
cost-effective

© 2002, Cisco Systems, Inc. All rights reserved. 40

Voice Enabled Infrastructure

Catalyst 6500 Cisco AS5350

HIDS
Catalyst 4000
Cisco 3600

Cisco 2600
PIX Firewall
Cisco 3550 Series

Cisco VG200
Cisco 2900 Series IOS Firewall

Cisco 1750

Switches Routers Security

© 2002, Cisco Systems, Inc. All rights reserved. 41
Cisco IP Telephony – a successful solution

•• Over
Over One
One Million
Million Cisco
Cisco IP
IP
phones
phones shipped
shipped
•• 34,000
34,000 Cisco
Cisco employees
employees using
using IP
IP
Communications
Communications worldwide—
worldwide—
over
over 100
100 PBXs
PBXs replaced
replaced globally
globally
•• Longevity
Longevity of
of IP
IP telephony
telephony customer
customer
deployments:
deployments: NewNew Zealand
Zealand Ministry
Ministry
of
of Social
Social Policy,
Policy, Datek
Datek Online,
Online, Cray,
Cray,
Merrill
Merrill Lynch,
Lynch, Key
Key Bank,
Bank, Hartford
Hartford
Public
Public Schools
Schools
•• IP
IP Telephony
Telephony Phone
Phone market
market
leader…
leader… 52%
52% market
market share
share
(Cal
(Cal Q2,
Q2, 2002
2002 Synergy
Synergy Res.)
Res.)
© 2002, Cisco Systems, Inc. All rights reserved. 42
© 2002, Cisco Systems, Inc. All rights reserved. 43