November 2000
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IP-Based Enhanced Services --The Next Step
BY DINA FRALE
[ Go Right To Services
News ]
With the cost of circuit-switched phone calls at an all-time low, many
people now feel that voice over IP's appeal no longer lies purely in the
higher margins it provides. Although arbitrage may quickly be losing its
allure, many argue that VoIP is far from finished. IP still holds a strong
attraction for service providers, especially new entrants and small
start-ups, because of the lower infrastructure costs and quick return on
investment it promises. Not only is an IP infrastructure cheaper, but
these new networks are also more flexible and scalable than their
predecessors. With data transport representing an ever-increasing
percentage of network traffic, many traditional voice carriers are
becoming interested in adding this new source of revenue to their menus.
ALL ROADS LEAD TO CONVERGENCE
Even ISPs are turning to convergence as a way to get ahead. IP's
biggest attraction lies in the efficient and unique services it will
enable, which promise to be like nothing seen up to this point. And it is
through these convenient and unique services, rather than savings alone,
that carriers will seek to differentiate themselves. These new services
will prove profitable not only for the competitive advantage they offer,
but will also ramp up network usage. To have the upper hand, however,
carriers -- especially new ones hoping to win market share from
competitors -- will need the ability to roll out innovative services at a
moment's notice. Despite all the hype, innovative services that are unique
to IP have been slow to materialize. The question on everybody's lips is
"where are the services?"
The next generation is coming of age in phases, and progress in
services, at least in the beginning, has been made in baby steps. This is
partly due to problems inherent in implementing any new technology. The
circuit-switched network has been around for a good many years now, and
although it may not be as efficient as IP in many ways, we have had the
opportunity to perfect its processes and infrastructure. Until IP networks
are running with the reliability of the PSTN, the major players in the
voice arena will probably continue to show reluctance to becoming fully
dependent on the technology.
Some of the more problematic issues that have arisen with the
implementation of VoIP have been maintaining an acceptable quality of
service despite network congestion, delays, and packet loss and
establishing how to bill for services in a network that has many sources
of usage information. Billing issues are being addressed through various
mediation devices and softswitches that can collect detailed usage and
customer information. Quality of service is proving to be a little more
complicated, but strides are currently being made in this area. Research
into usage patterns accompanied by detailed measurements, service level
agreements, which lead to better network management, and QoS technologies
such as RSVP and DiffServ are all improving service quality. Networks are
also being developed with service quality in mind. Additionally, as with
any new technology, it takes a certain amount of time for people to change
their mindset to stop looking to the new technology as a replacement for
the old, and to start considering it for what it has to offer in its own
right. To a large degree, this mentality can explain the delay in the
creation and implementation of IP-centric applications.
SERVICE DELIVERY: FRESH FROM THE NET
Perhaps a better approach to the question is to consider what VoIP
and, more specifically, convergence have to offer above and beyond
traditional services. And even more importantly, instead of asking where
the services are, it seems more relevant to ask what it will take to roll
out these services. As we move toward a service-driven model of telephony,
the focus of our energies will turn to differentiation, customization, and
individualization. IP networks, with their open architectures and modular
structures, are well-positioned to deliver these services. But not all
networks are created equal, especially when it comes to their ability to
quickly provide new services and to customize existing ones.
Central to service delivery are softswitches and media servers.
Different vendors have different strengths and emphases, but the minimum
requirements are that the softswitch be based on an open, distributed
architecture and that it be standards-based with open APIs. This provides
an efficient structure (gateways can be placed anywhere but call control
remains centralized) and allows third-party vendors to write to the
softswitch. The open architecture of the softswitch frees carriers from
the dependence they once had on traditional switch vendors. Furthermore,
it enables them to create applications on their terms and schedule, not
the vendor's. The softswitch must provide vendor and protocol
interoperability.
The circuit-switched network is not going away in the near future, and
softswitches must be able to bridge the networks and offer a path for
migration to pure IP. Additionally, they must be able to work with other
networks using solutions provided by other vendors or within networks
using gateways that may run on different protocols. And if the traditional
carriers are to use them, the networks must also deliver five-nines
availability.
Finally, and most importantly for rapid application creation and
deployment, the services layer of the network must be separate from the
underlying infrastructure. This way, when a new service is created, it
will only affect the service layer, not the infrastructure below. Some
softswitch manufacturers have developed home-grown media servers, while
others prefer to rely on outside enhanced services specialists to create
best-of-breed solutions.
FLEXIBILITY ISSUES
The ability to integrate with outside components is one of the real
assets of a standards-based softswitch with open APIs. Since the kinds of
services that convergence will enable are not entirely clear, carriers
need a highly flexible media server that will allow them to modify
existing applications at any time and to quickly create new ones. For this
reason, it is imperative that the platform provide a robust service
creation environment, which preferably has a graphical interface.
Graphical platforms are ideal because they facilitate development, but
they must also be capable of integrating code to allow them to perform
unforeseen functions and provide further customization. A good media
server should also be able to interface with any standard API and, by
extension, any softswitch using a standard API, with all applications
being transport-independent.
Finally, the platform should be conceived to scale to any size to serve
small and large carriers alike and to ensure that the solution will not be
outgrown. These days, some manufacturers are even providing suites of
service-ready solutions with a platform to bill for the services as well,
to help avoid some of the billing problems facing new networks, and others
have already begun incorporating multimedia functionality into their
servers to make full use of what convergence has to offer.
THINKING AHEAD: HOLISTIC IP
Right now, it is clear that we have just begun to understand IP's
potential for changing and even improving communications, but to say it's
not delivering on the next-generation of services is to judge it too
harshly. Already unified messaging is being perfected to offer services
such as e-mail retrieval by phone, voice portals are starting to appear,
call centers have click-to-connect capabilities, and it is just a matter
of time before services such as information push, Web-based IVR, user
self-provisioning of services, and convergent billing will be completely
standard. We are now reaching a stage where technology is allowing the
implementation of such converged services. The only challenge that remains
will be the corresponding change in mindset that will spark our
imaginations to create the services that realize IP's full
potential.
Dina Frale is media relations coordinator for APEX
Voice Communications. APEX Voice Communications is a dynamic,
responsive, and innovative company that provides enhanced services
solutions for both traditional TDM-based networks and IP-based
next-generation networks.
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APEX Integrations
In partnership with softswitch manufacturers Nuera
Communications and Vsys, APEX Voice
Communications has overcome some of the obstacles to service creation in
next-generation networks. Through different technologies in each case, the
APEX Media Server integrates with the softswitch of these partners to
offer a complete enhanced services and billing solution for IP networks.
THE MEDIA SERVER
The APEX Media Server is a development, runtime, and management
platform for IP-based enhanced services. Its drag-and-drop service
creation environment allows easy modification of APEX's service-ready
solutions as well as rapid development of customized services. This gives
carriers the flexibility they need to constantly evolve their offerings
and quickly differentiate themselves. The service creation environment has
a "programming hook" with a C/C++ API for the integration of
external routines into call flows to provide developers further
customization capabilities. APEX's service-ready solutions include
prepaid, wireless prepaid, and WAP-enabled unified messaging. APEX's
unified messaging integrates messages from various devices into a single
store. It is Web-based and utilizes voice-activated dialing and
text-to-speech technologies to provide message retrieval anytime,
anywhere, using virtually any device. It also enables user
self-administration of mailboxes. Other enhanced services available
include one-number follow-me, announcers, two-stage dialing, travel card,
and wireless e-mail. The APEX Media Server can integrate with any
softswitch that uses standard APIs and the APEX Billing System can bill
for any call, voice, or data service handled by the softswitch with which
it is integrated.
APEX integrates with the Vsys softswitch through their open CORBA API.
The Vsys softswitch is based on an open, distributed architecture and runs
on a Hewlett-Packard L-class server supporting H.323, MGCP, ISDN, SS7, and
soon SIP protocols. Vsys' architecture provides multi-vendor,
multi-protocol interoperability that allows for a carrier-grade solution
in terms of scalability and reliability. The Vsys softswitch can route
calls between endpoints controlled by dissimilar protocols by handling
each leg of a call independently. In this particular solution, the APEX
Media Server utilizes Dialogic IP cards to answer the calls and play
applications. Using the appropriate codec, the Media Server executes the
necessary applications and then instructs the softswitch to re-route or
terminate the call. Because the application has call redirection
capabilities, a call can be redirected without bridging so as to minimize
the number of times the call traverses the network. The Vsys softswitch
also directly accepts SS7, so there is no need for a signaling server at
the application layer with this solution. The softswitch delegates control
to the appropriate application on a call-by-call basis to allow media
gateway resource sharing. The Vsys/APEX solution has been deployed with
Motorola Vanguard gateways to offer a complete call management and billing
solution, but can be used with virtually any gateways or in already
existing networks.
STANDARDS-BASED FOR NOW AND LATER
Nuera Communications' ORCA SSC softswitch is open and standards-based. It
runs on the HP9000 platform and uses Hewlett-Packard OpenCall at its
foundation. The SSC supports ISDN, R2, CAS, and SS7 directly. It provides
a SIP interface for integration with the APEX Media Server, and the
separation of the gateways and softswitch equipment from the services
layer creates a highly scalable, efficient network for application
development and deployment. Nuera's SSC is deployed with ORCA GX Gateways.
The GX forwards the call information to the SSC, which routes the call
according to its Least Cost Routing configuration. In the case of IVR or
other enhanced applications, the call is routed to the Media Server, which
answers the call and streams IP/RTP packets out to the caller, who then
responds with DTMF or speech recognition. The IVR then provides services
and routes the call to an outbound number or another application. The
Media Server may or may not remain in control of the call, depending upon
the nature of the service. For prepaid calling, for instance, the Media
Server will keep the call control and use "barge" or other
techniques. Because the solution allows the Media Server to use DSPs
located in the ORCA gateways, there is no need for underlying hardware in
the Media Server, which helps to reduce the cost of deploying the network.
Nuera can deploy the softswitches in pairs and APEX deploys the Media
Server with the Marathon Endurance product, enabling this particular
solution to deliver five-nines reliability. Additionally, almost all
components can be upgraded and applications implemented without affecting
calls.
With both solutions, the softswitch gives the APEX Billing System
detailed CDRs and call control capabilities to allow for accurate,
usage-based billing and prepaid calling. The APEX Media Server and Billing
System integrated with the appropriate softswitch is, therefore, capable
of providing a complete enhanced services solution.
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Services News
Level(3) Service Enables Telephone Quality Voice
Introducing (3)Voice Exchange, a new service that enables telephone
quality voice communication using personal computers and IP-enabled
phones. "The development of (3)Voice Exchange further solidifies
Level 3's commitment to making quality communications faster, less
expensive and more productive," says Ike Elliot, senior VP,
"This new capability means our customers won't have to buy
traditional and expensive circuit switches to connect voice traffic to
their network."
No. 540, itmag.com/freeinfo
Live Contact Service From WebTelecom
Allowing businesses to easily add voice, video, text chat, and co-browsing
capabilities to their Web sites, Live Contact Service enables live
consumer-to-business contact. Now e-businesses can access the 63 percent
of consumers who refuse to buy online until they are assured more human
interaction. By combining these media into a one-service solution,
WebTelecom offers the tools needed to close the deal.
No. 541, itmag.com/freeinfo
Adir Technologies: Net2Phone Talking With Cisco
A new company has formed out of the services of Net2Phone. Adir
Technologies was created to develop and market network management software
for VoIP and other packet-based multimedia. Cisco Systems has purchased a
minor equity interest in Adir, establishing a "strategic
relationship" that "demonstrates the limitless possibilities
when you bring together a proven IP software solution with (a leader) in
networking the Internet," says Cliff Sobel, chairman of Net2Phone.
No. 542, itmag.com/freeinfo
VoIP With a Side Order Of Cell
eVoice, a provider of Internet-enabled voice services announced the launch
of its Voice Application Service Provider model to leading wireless and
wireline carriers nationwide. eVoice can shift voice mail retrieval from
the home phone to wireless phones, allowing consumers to receive their
messages anytime, anywhere. Looking to set yourself apart from the usual
VoIP menu? Check out eVoice.
No. 543, itmag.com/freeinfo
AudioCodes Meeting Customer Needs In Voice Over Packet
Market
The new Access and Switching Business Center concentrates on
providing solutions that enable OEMs to quickly address market
opportunities within carrier class wireline and wireless networks. The
creation of two business centers will provide concentrated market focus,
anticipate opportunities, and meet increasing customer needs in the
rapidly expanding market.
No. 544, itmag.com/freeinfo
CosmoCom Speaks The Universal Language
Believing that IP will become a universal computing language is one thing,
but allying with Onyx Software Corporation to provide businesses the
ability to leverage multi-channel customer interactions is another. The
alliance pairs CosmoCom's patented contact center platform with Onyx 2000,
a customer-centric e-business application that provides seamless
relationship management functionality for employees, customers, and
partners, allowing live and message-based interaction across any channel
and any device.
No. 545, itmag.com/freeinfo
iPlanet: Scoped By Comverse
Comverse is integrating messaging software from iPlanet E-Commerce
Solutions, a Sun-Netscape alliance, into its expanded IP architecture for
unified messaging. Comverse's solution is scalable, flexible, and
satisfies the reliability requirements of service providers. Features such
as channel architecture for mixed media types and server�side rules for
managing resources are integrated into the messaging foundation, powering
better time-to-market and flexibility.
No. 546, itmag.com/freeinfo
Pagoo And Tiscali Establish Long-Distance Relationship
Pagoo announced its first major VoIP wholesale deal with Tiscali,
Europe's third largest ISP. With this partnership, Tiscali subscribers
have access to Pagoo's VoIP services -- including its unique Internet
Phone Number, allowing users to receive as well as make calls -- and Pagoo
kicks off its international wholesale strategy to provide VoIP services to
Web users around the world.
No. 547, itmag.com/freeinfo
HotVoice: Targeting Hotmail and Yahoo Users
With HotVoice, a free service now offered to Yahoo and Hotmail
customers, all communications -- fax, data, VoIP, and e-mail -- arrive in
one mailbox, providing unified messaging to subscribers. High-end users
and consumers will both benefit from this offering, enabling mobile
consumers and small office/home office to improve communications. With
offerings such as HotVoice, unified multimedia messaging will soon become
the basis of e-communication.
No. 548, itmag.com/freeinfo
iDial And GRIC Communications Agree Over VoIP
A new agreement to allow iDial's networks to route over GRIC's
global IP network will offer a competitive, high-quality IP telephony
experience to GRIC's subscribers. This allows iDial to expand its global
footprint while providing quality service at a competitive price to its
prepaid customers. GRIC is expected to see additional network traffic, as
well as a greater exposure in target markets served by iDial networks.
No. 549, itmag.com/freeinfo
Lycos Offering Voice Chat Through Evoke Communications
Real-time conferencing over the traditional telephone network and
the Internet, Web-based presentation sharing, live or recorded Web-casting
of online meetings, online whiteboarding, polling, voting, and Web
touring, and voice and text-chat are all now offered to Lycos customers
through Evoke Communications. Allowing greater personalization, Lycos
maintains its firm belief that user-communities are at the core Internet
users. Adding these amounts of functionality and value to enhance the user
interface is key to building customer relationships.
No. 550, itmag.com/freeinfo
Daleen Announces New Billing Software
Billplex Plus 4.0 will offer significant expansion of Internet
capabilities to include an extendible self-care framework and important
new enhancements for security, taxation, revenue assurance, and payment
options -- all in a single, integrated product suite. By providing an
efficient means of managing billing services, Daleen provides a futuristic
solution to address the ongoing, dynamic shifts in technology.
No. 551, itmag.com/freeinfo
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