April 2002

Transforming The Internet: SIP's Effect On Multimedia-Enabled E-Commerce

BY BARRY ZIPP

The renaissance of the Internet age launched an entirely new set of communication technologies and methods. As multiple technologies evolve and interoperate, so do complementary standards, such as those for multimedia applications. The advancement of multimedia applications for the Web has resulted in a wave of new technologies to enhance the Internet experience. From voice to video, the latest developments have resulted in the requisite standards to allow for the full maturation of the technology.

Voice over IP (VoIP) has gained acceptance within the last few years, with older standards enabling the technology. As more advanced standards mature and enhanced capabilities and features become available, the adoption of VoIP has begun to take off. For example, H.323 is currently the dominant standard for initiating a voice session. But, as more multimedia services, such as unified messaging, video conferencing, instant chat, and presence, gain acceptance in an IP environment, more robust standards are needed. Hence, the creation of an HTTP-based protocol � Session Initiation Protocol (SIP).

SIP�s main functions are signaling and call control for IP-based communications. It defines the desired service for the user, such as point-to-point calls, multipoint conferencing, text, voice, or video. Using the protocol, SIP servers perform a routing service that puts the caller in contact with the called party, taking into account the desired service and user preferences. Because SIP has its foundation in HTTP, it eases the integration of voice with other Web services.

The Benefits Of SIP
As the new voice-ready IP standard, SIP enables the initiation of an interactive Internet experience involving multimedia elements such as video, voice, chat, gaming, and virtual reality. The main advantages of SIP for the VoIP market include enhanced scalability, easy implementation, and dramatically reduced call setup time.

Another key benefit of SIP for VoIP is the easy integration with many other IP services. Through SIP, service providers can easily add services and applications for VoIP customers while minimizing interoperability issues. SIP is flexible and extensible, easily supporting a wide array of endpoint devices and configurations. More importantly, SIP runs over IP networks, regardless of the underlying networking technology (e.g., ATM).

By taking advantage of the Internet, SIP technology provides new service capabilities while supporting the use of key services from the circuit-switched telephone network. IP-based communications can use SIP Universal Resource Locators (URLs) for addressing, similar to the World Wide Web, where the form of the URL resembles an e-mail address. The support of both telephony and Web-type addressing enables IP communication to seamlessly bridge a telephone network and the Internet. Users on either network can reach any point on the PSTN or the Internet without giving up the existing devices or advantages of either.

Enabling Multimedia E-Commerce With SIP
The emergence of SIP has opened up new doors of innovation, enabling the next generation of e-commerce through the use of VoIP and multimedia applications. The simplicity of SIP technology is facilitating the spread of VoIP around the world. SIP�s straightforward approach has encouraged developers of e-commerce applications and telecommunications providers to implement it into their customer relationship management (CRM) systems.

Traditional voice call centers for customer support are migrating to Web support centers where the focus is shifting from pure voice (800 numbers) to e-mail support, text chat, voice, and video with click-to-connect service. The integration of these applications brings a fresh dimension of communication to customer-facing Web sites. As customers experience the benefit of multiple touch points, enterprises are compelled to integrate these new communication methods into their CRM systems. As the enabling protocol, SIP is well suited to bring these capabilities to the user.

Because support for instant messaging and presence is built into the SIP protocol, a whole new level of customer communications can take place. Presence lets users know the availability of other parties, and when coupled with instant messaging and conferencing, allows for communications to happen in a spontaneous fashion. With these added functionalities, the online consumer can experience a rich customer support environment.

Because SIP enables real-time voice and video to become viable applications on many e-commerce Web sites, it enhances Internet call center productivity. With the click of a mouse, a customer can talk to or be in face-to-face contact with a service representative. This level of customer service allows an immediate personal connection with customers � one of the most critical aspects in CRM. The adoption of e-commerce will be bolstered further as consumers begin to rely upon this type of online customer service.

SIP-based communications can be achieved with any device, fixed or mobile, such as laptops and Internet-ready phones. In addition, because SIP supports name mapping and redirection services, it is possible for users to initiate and receive communications and services from any location, and for networks to identify users regardless of location. This adds an additional level of usability from a CRM perspective. As e-commerce spreads to cell phones and other handheld devices, this functionality will increase in importance.

Looking Ahead
As future technologies are developed, SIP will continue to play a pivotal role in the adoption of multimedia e-commerce. SIP�s simplicity, easy integration, and extensive interoperability ensure its longevity as the preferred multimedia platform.

In fact, SIP pundits speculate that it will pave the way for carriers to roll out the innovative voice services only possible with IP. These services most likely will include Web integration to simplify follow-me services, call conferencing, and ways for users to speak with a live agent just by clicking a Web site button.

While the road ahead looks clear, there are potential obstacles to the wide-scale adoption of multimedia e-commerce. Users will need new or upgraded equipment to take advantage of SIP technology. Incorporation of SIP into operating systems and in pre-configured PCs will take some time. Some movement is being seen in this area however, with Microsoft and a number of the 3G wireless associations adopting SIP as the protocol of choice.

With the help of SIP, VoIP e-commerce has the potential to change the habits of users by enhancing the way they conduct business communication and transactions over the Internet. As SIP facilitates and completes the integration of communications on the Web, much innovation lies ahead.

Barry Zipp is senior director of Enhanced Voice Services at WorldCom. WorldCom is a leading global communications provider, operating in more than 65 countries with annualized revenues of more than $20 billion. WorldCom provides innovative technologies and services that are the foundation for business in the 21st century. For more information visit the company online at www.worldcom.com.

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