December 1997

BY LORI M. JOHNSON, COMMVERGE MARKETING

Invariably, the mention of the premise in computer-telephony integration (CTI) brings the formal call center first to mind. Next are work groups using PC-based voice applications or unified messaging products. The last of the premise categories is still remote workers and SOHO application users. The latter are not considered a formal segment of the CTI market. Still, network vendors, service providers, carriers, and CTI/CPE developers and users expressed excitement about the reality of enhancing CTI capabilities for the SOHO market. So, why is it that the SOHO user is still thought of as a vertical or subset of the CTI market? Money. Or put more accurately — profitability.

We reviewed how SOHO users currently access sophisticated communications and information management tools, but with very limited intercommunication. Remote access to LANs, Intranets, Extranets, and Centrex service gives autonomous work groups and SOHO users location independence without alienation from information. Providing integrated CTI systems with call control intelligence for SOHO users is the next step. Changes in market composition and advances in technology are moving toward revolutionary changes in CTI and, in particular, the SOHO premise.

PREMISE AIN CONTROL
Service providers to date have not provided access of ISDN/DSS1 call control parameters to the end user, not even the highly technical user. A few reasons for holding this control tightly is the exposure of down networks, programming bugs in existing software, and reduced service order revenue. User level interfaces to the network that logically check changes in programming and are tested on network simulators before going live can solve some of these challenges. Billing for changes at incremental access rates, similar to Internet access rates, will displace some of the perceived revenue exposure. As deregulation is implemented, competitive issues will prove to be of greater impact to revenues than change in service orders.

The following are some market indicators for growth in acceptance of Premise-Based Call Control, according to a Dataquest study:

• 50 percent of United States dialup access will be ISDN/DSS1 by 1999, 75 percent in Western Europe.
• 25 percent of transaction processing will be on the Web by the year 2000.
• The Internet will become the “dial tone” of the data communications world by 2000.

Each of these indicators will increase expectations of CTI functionality for SOHO users.

THE FUTURE OF SOHO
SOHO users have become as varied as their vocations. “Paramobile workers” today include autonomous work groups within large organizations who use legacy systems, and small businesses who are networked among their on-site colleagues. With the exception of the Internet, these users are disconnected from the large campus on which they reside, such as office buildings and corporate parks. Pure home office workers are often linked to their worker groups only over the Internet. Common PC applications and network-based voice mail are often the only data they share. They require separate, often duplicate, databases for customers, pricing, products, and other data files.

In support of their growth plans, each class of SOHO users will inevitably rely on applications and products that emulate existing enterprise telephony and data functions and take advantage of newly available technology. Integrating CT with emerging public network technology in wireline and wireless communications will hasten the homogeneous environment.

Current users of these tools know what advances will make them more efficient and effective. The most common network-controlled features for SOHO applications are:

• Fax notification and forwarding.
• E-mail notification and forwarding.
• Voice mail notification and forwarding.
• Paging notification of all events.
• Wireless device notification of all events.
• Select forwarding of incoming calls.
• Wireless device Internet access.

SOHO users are not as interested in the technology as they are in how it will help them manage their business more effectively and work more productively. Most can’t spend time learning about and shopping for just the right combination of tools. Since costs can be shared with other users, networkprovided solutions are the answer they are looking toward. They are willing to purchase software and terminal devices, but want them to grow as applications become more widespread and sophisticated. As voiced by one SOHO buyer, “Six hundred dollar per station upgrades can’t be made every year to add one function. Software upgrades and new service subscriptions are what we’re looking for, not complete changes to the system.”

VISION OF TECHNOLOGY VENDORS
Network equipment providers are anxious for revolutionary changes in Advanced Intelligent Network (AIN) applications. They see the endless possibilities in the CTI arena. Some are enhancing existing platforms to further simplify development and reduce operating costs of deploying new AIN applications.

Siemens And AIN
Siemens Stromberg-Carlson introduced the Fast Feature Platform (FFP) as an enhancement to their DCO-Carrier switch. Siemens’ FFP is a high-performance, UNIXbased database which interacts with the call-control flow of the DCOCarrier switch. The FFP’s extensive database is supported by a high-performance, highavailability multiprocessor architecture designed for reliable operation in a central office environment. The FFP’s INventor SCE (service creation environment) allows new service functions to be “point and click” — created or modified by selecting and joining icons in a graphic-based environment. Verification of the new AIN service is provided by the Service Simulator Program (SSP). The SSP simulates the functional interface of the DCOCS with a graphic display of iconic telephones and applicable voice announcements. Thus, service development is a two-stage process of service creation and simulation. After the new service has been simulated, it is transferred to an operational FFP system. DSS1 instructions from the premise are then managed by the local DCO-CS using SS7/AIN signaling between other network switches.

Currently under test by Siemens is an HTML interface that would allow net-workbased call control to be modified through a CPE-based application. The interface to the FFP would allow users to link with the local carrier’s switch through the Internet. CTI application users update call routing preferences through a hot-link site. Their new call routing schemes are automatically simulated by the SSP, and then updated in the FFP after ensuring that no failure errors exist. Since the FFP can be economically scaled to meet traffic parameters, dedicating one platform to support CTI application users in small worker groups (corporate) in addition to SOHO workers is possible for as few as 20 subscribers.

Network-based call-routing applications users look toward:

• One-number routing.
• Time-of-day routing.
• Modification of voice mail greeting options.
• Access to fax and e-mail information.
• Client database information. Companion databases reside in the FFP, one for call routing management and the other for custom database information, such as customer information. Because customer base information can easily be accessed by telecommuters and at-home workers, this scenario becomes very feasible for corporation managed call centers.

“The future of network-based CTI is in the features,” says Ryan Stokes, director of product management DCOAIN for Siemens. “CTI/CPE integration is still evolving but the market need is there. I think it’s a lot closer than just a dream. When major corporations start sending their staff home, tremendous demand will be created for cost-effective flexibility and productivity for the SOHO worker.”

Siemens’ Optiset
Optiset, the ISDN terminal product from Siemens, is designed to break through the technical and cost barriers that have limited implementation of CTI-based services that interface with the network. As a future offering, the Optiset terminal can be configured with a Telephony Applications Programming Interface (TAPI) for “personal telephony” using a special TAPI-enabled terminal adapter with an RS-232 interface and electret headset support. Directory listings, terminal features, and network services can be accessed through a COM port of a personal computer platform. At the same time, PC applications have transparent access to ISDN features. Application drivers are free to developers from Microsoft and should allow for new applications to be brought to the market. Siemens has architected an Optiset configuration for the SOHO market. This profile encompasses voice and data capabilities for SOHOs that have a dual-bay Data Terminal Adapter, an analog fax machine, a personal computer with a modem, and possibly a personal video conference setup. This configuration offers advanced voice call management including:

• Flexible calling.
• Additional call offering.
• Calling number identification.
• Message waiting indicator for CObased voice mail.

In addition, it can be used for data needs, such as access to information services like America Online, CompuServe, MSN, Prodigy, and other Internet Service Providers at speeds up to 115.2 kbps.

SOHO Tools’ ConnectID
SOHO Tools’ Connect-ID is a caller ID-driven CTI tool designed to grow with the demands of the SOHO market. Compatible with Centrex systems, the software automatically captures information from the network in the call log. Inbound call accounting is provided with the current version, and outbound call accounting will be available in the next version for $79.00 US. The next version will deliver a dialer, voice mail, and possibly automatic paging to the called person’s pager. SOHO Tools is planning to grow their product to integrate with PCS service provider features. Connect-ID blends existing single-analog connections with the major PIMs in use today. SOHO Tools is a new division formed by SNI Innovation, created to focus on bringing products to the retail PC market — specifically to enhance the SOHO environment. The corporate vision is to enable this market to easily master, selectively control, and preferentially manage communication and telecommunications.

Connect-ID is a single telephone line product that connects an analog telephone voice line and connects it to a serial port on a PC, freeing the modem line to be dedicated for faxes and online communication. This system makes voice communication more productive. When the Caller ID signal supplied by the local service provider is transmitted to a PC, the Connect-ID software captures that phone number and maintains an unlimited call log, phone book, or links to contact managers or databases to popup the calling party’s database information before the call is answered. “SOHO Tools’ approach is to sell software solutions that integrate with available carriers services and PC communications tools,” according to Don Wallis, director of sales and marketing for SOHO Tools.

Genesys’ Network CTI
Genesys Telecommunications Laboratories   has developed several network CTI solutions designed to extend its enterprise CTI capabilities to network service providers. Their mission is to enable network service providers to offer innovative, realtime customer productivity services through the development of CTI platforms and applications in the network. They have developed three networkbased solutions with the Network Call Center Application (NCCA) suite to support network standards-based interfaces (SS7, CSTA, Proprietary Network Interfaces) and unique carrierbased interfaces (Custom SS7, INAP, Proprietary Gateway, Centrex). These new network-based modules allow for the creation of AIN.2 and AIN services based on existing and planned SCE and Service Node platforms. Individual modules have been certified and deployed for use with major North American and International Network Service Providers.

Genesys “… embraces the notion of subscribing to advanced network routing, real-time monitoring, and cradle-tograve historical reporting as subscribed services offered by the leading Network Service Providers rather than requiring significant equipment investment,” says Seth Homayoon, general manager and vice president of Network Applications and Services. Capital investment costs are out of reach and impractical from a scalability perspective for autonomous corporate work groups and SOHO workers. However, in its full implementation, the NCCA suite can provide affordable real-time interfaces to the network. It gives users access to information and statistics about calls. In addition, it directs the users to the resources that process calls at the Network Service Provider and call center levels. Network service providers become a vast enterprise to be used by multiple call centers with the Genesys Network Call Center Application suite.

CONCLUSION
CTI integration with the premise — both enterprise and SOHO — is still evolving. CTI solutions that allow intercommunication outside of the enterprise depend on concentrated development among network vendors, service providers, carriers, and CPE developers. Advanced Intelligent Network elements such as SS7, DSS1, and ISDN contribute to the broad integration required of wireline, wireless, and Internet connectivity for network-based CTI.

Access to advances in communications technology without high capital investment costs for autonomous work groups, remote workers, and small- and home-based businesses (all part of the SOHO market) will be possible by offering subscription service to networkbased CTI services and applications. Graphical user interfaces that eliminate highly technical education further increase the attractiveness of SOHO users subscribing to CTI network applications.

Voice and data applications including video conferencing will be part of the mix. Demand for decentralized CTI applications that allow sharing of database information will increase as rapid growth continues in SOHObased business. Providers who develop systems and applications to meet their needs and who market their products to reach this diverse CTI segment will share in this explosive growth.

Lori M. Johnson is managing director of commVerge Marketing, which specializes in strategic development and implementation of marketing plans for CTI technology companies that deliver network- and premisebased solutions. For more information, contact commVerge Marketing at 203-874-7868. E-mail (addressed to [email protected]) is also welcome.