Carriers must differentiate on service and application delivery as competition increases in a rapidly changing global communications market. Increasingly, the dividing lines between telecom and wireless carriers, cable operators and internet companies are disappearing as convergence and multimedia gain traction. For over twenty years phone-based automation, routing and service enablement thrived among carriers as they relied on these interactive voice response (IVR)applications to service their growing subscriber base. These were mainly powered by proprietary (traditional) IVR systems.
But in recent years, business needs have outgrown the constraints of traditional IVR and rigid TDM-based telephony architecture, where traditional IVR has been the native platform. Carriers want to expand beyond voice portals and provide an infrastructure for all forms of video and interactive experiences including multimedia, visual advertising, video messaging and video call completion. As a result, traditional IVR is quickly becoming an antiquated technology as carriers move to more flexible web services deployment models and IP architectures that favor a web-based open standard like Voice Extensible Markup Language (Voice-XML).
Once closely associated with speech recognition, Voice-XML is now hailed as the industry open standard for IVR. It is identified as the next generation IVR platform standard, providing for greater levels of interoperability and flexibility, enhanced application development capabilities for DTMF and speech applications, investment protection and lower total cost of ownership (TCO). Carriers are therefore replacing their aging traditional IVR platforms with newer Voice-XML platforms that align better with changing organizational needs, an IP infrastructure and stringent service provider performance requirements.
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