November/December 2001
 

Hosting Services On The Softswitch: An Enterprise Solution

BY RICH TEHRANI

The Softswitch Consortium defines the softswitch as a call server, call agent, or media gateway controller, providing intelligence for controlling connection services for a media gateway and/or native IP endpoints. It also offers intelligence for call routing based on signaling information, while providing interfaces to management functions. On the most basic level, a softswitch replaces the Class 4 and 5 switching functionality found in standard PSTN boxes. Softswitch vendors tout their offerings as more flexible than these legacy switches, however, separating call control from transport and signaling functionality. Of course, many vendors offer companion media and signaling gateways to handle these functions, and a number of them bundle these features as modules to their softswitches. Many application-oriented softswitches also bundle application server functionality, making it easier to add unique applications and services and to tie application information into call routing.

Communications Solutions Editorial Director Kevin Mayer wrote an excellent article, Softswitch Emergence (October 2001 issue of Communications Solutions) comparing various types of softswitches, and discussing why some members of the industry believe application layer functionality should not reside on a softswitch. They reason that by adding applications and services to call routing functionality, only callers entering a carriers network through the softswitch can access those services. And that restriction negates the distributed nature of the softswitch architecture.

KEEPING IT IN THE DATA CENTER
Whatever the outcome of the debate over bundling application functionality or separating it from the softswitch, the benefits to service providers and carriers are clear. And for ASPs, the application-enabled softswitch provides a launching pad for offering complex communications services. I recently spoke to Concannon Technologies about their new Signia Call Manager service, part of the Signia product suite of mobile sales force automation solutions. Concannon has been in the business communication system space for 10 years, and decided to apply their knowledge to connect sales force members of organizations with their business information. They have developed the Advanced Communications Technology Platform, an application-enabled softswitch that includes a media server. But instead of attempting to sell their platform to the carrier/service provider space, as the majority of softswitch vendors do, they decided to develop one strong area of services and to host those services themselves on their own platform. The services are being sold into the medium- to large-sized enterprise market that Concannon is already familiar with.

Signia Call Manager automates administration and the extraneous processes usually associated with sales, including inputting notes, updating calendars, and searching for contact information. Featuring speech recognition and text-to-speech functionality from SpeechWorks, the application enables users to speak their notes and commands through any phone for automated dialing and contact lookup. It integrates with Siebel databases, and can work with any back-end infrastructure, naturally collecting data from users and intelligently integrating it with a database as well as scheduling functions. Data can also be pushed to a Web interface or to any PDA, for instant access to contact notes and information. The result is better overall call management for sales people, and more timely and focused follow-up calls leading to higher productivity.

The Signia Call Manager application is being offered as a hosted service, and will eventually be provided as an on-premises managed solution as well. Concannon hosts the application on their own softswitch platform, using Intel Dialogic  telephony boards. The platform offers media translation, dynamic notification, and advanced routing. Decisions are made based on application input like who the end user is, the time of day, or key information like contact notes and alerts. Most importantly, according to Paul Klein, VP of corporate strategy, the platform integrates the communications and applications layers, which enables creative and intelligent call routing.

Klein says the platform is ideal for offering a specific service, and since Concannon already had a foothold in the enterprise market, selling their softswitch to service providers was never really an option. Its a higher risk and an overcrowded market, Klein said of applications-enabled softswitches that are being sold to carriers and service providers as Class 5 switch replacements or enhancements. Traditional sales force automation solutions are the companys main competitors, although most offerings dont include the intelligent call routing functionality Concannon can provide.

Conita Technologies probably comes closest to Concannons offering, with their Personal Virtual Assistant (PVA). The PVA is targeted at all mobile workers, offering voice access to communications and applications for contact management, organization, calendaring, and alerting. The service is hosted on Conitas PVAserver platform, which easily integrates with databases and existing applications. It incorporates technology from Nuance and Fonix for voice recognition and text-to-speech respectively.

The platforms telephony interface offers call screening, outbound calling, conference calling, and other functions using existing VoIP networks, enterprise telephony systems, or contact center setups. Abstraction of the management of human and machine dialog, speech generation and recognition, and telephony control offer easy creation and extension of additional applications.

OTHER APP-ORIENTED SOFTSWITCHES
Of course, Concannon is not the only company bundling enhanced services with their softswitch. Companies like Sylantro Systems and VocalData offer advanced call routing and messaging functionality with their softswitches. But they are selling their solutions directly to the service provider/carrier market, and so are competing with other types of softswitches, which do not offer application-level functionality. But these companies believe they have an edge over other softswitch offerings that handle only call routing and mediation, enabling service providers to rapidly roll out the enhanced offerings that will differentiate them from their competitors. And perhaps they do have an advantage. Since they dont play in the same space as Concannon, they could even be considered potential partners, if Concannon ever decides to offer its solution on alternative platforms.

Its inevitable that softswitches will become a major force in the telecom world. Whether application-enabled softswitches offer an advantage over other types of switches is still under debate, and probably wont be resolved for quite a while. But using a softswitch to offer a targeted enhanced service to enterprises, bundled with intelligent call routing and mediation capability, seems like a winning proposition. And in these challenging times, creating a more productive sales force without spending a lot of money on legacy equipment and maintenance is a no-brainer.

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At TMC, we believe mobility is the ultimate extension of the enterprise. And PDAs are playing a major role in delivering applications and services to mobile workers. Thats why we decided to launch Planet PDA, The Global Summit on Handheld Productivity Solutions, at the Venetian Resort in Las Vegas on December 46. This show will educate corporate executives and IT/MIS professionals in the enterprise about the benefits and steps for choosing and implementing PDA solutions.

Our editorial staff has created a unique conference program to accompany our exhibit hall at this event, with topics ranging from security and administration issues to choosing the right PDA platform for your company. Tracks will also focus on the financial benefits and cost justification of PDA solutions, which are surprisingly affordable and cost less than traditional laptop remote access solutions. Benefits to employees like increased productivity, anytime/anywhere access to communications, and presentation solutions will all be covered in our informative conference sessions.

Planet PDA will also feature special events like the Battle for the Enterprise, keynote speeches from industry leaders, and networking receptions. Four Super Workshops covering security, application software development, developing an effective handheld computing strategy, and exploring handheld solutions in vertical markets, will also be featured.

For additional information, please visit our Web site at www.tmcnet.com/planetpda. Conference and exhibitor information are available by calling Hilary Inman at 203-852-6800, ext. 146. In todays economy, you cant afford to miss out on an opportunity to learn about technology that will mobilize your staff and enhance their productivity. I look forward to seeing you at Planet PDA on December 4-6.

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