EMEA Techshare 2009 The Future Begins Avaya Aura Session Manager Overview, Positioning, Sales Strategy, Packaging & Competition Vincent Uppelschoten Sr. - презентация

1 EMEA Techshare 2009 The Future Begins Avaya Aura Session Manager Overview, Positioning, Sales Strategy, Packaging & Competition Vincent Uppelschoten Sr Solutions Marketing Manager

2 EMEA Techshare 2009 The Future Begins Content Recap of Rogers Keynote from Yesterday Qualifying customers Sales Approach Competitive Environment Packaging Time line Summary

3 EMEA Techshare 2009 The Future Begins Recap of Rogers Keynote from Yesterday

4 EMEA Techshare 2009 The Future Begins Service or Application from 3 rd party (eg. SP) SIP SOA SFS SFS = SIP Foundation Server Application Connection Decoupling the Application/Service from the User Avaya Next Generation Architecture Vision Decoupling the Application/Service from the User Session Manager Amsterdam Moscow Paris SIP TRUNKS Access (users) Services can be stringed together using standards based SOA and SIP-ISC technologies enabling rapid deployment (sequencing) Eg. Call Blocker Eg. Mobility Application Applications are exposed to SIP users as services dependent on their profile Voice Portal Video Meeting Exchange Modular Messaging CM Feature ServerNamed Sequenced Presence Server Call Recording

5 EMEA Techshare 2009 The Future Begins To recap… Device vs User (Profile) Named Application (MM, VP, etc)vs Feature Server (Services) Any user (incl 3 rd party PBX)vsSIP user Multivendor capabilities are required in every layer of the reference architecture Avaya Aura is the Solution for the connection layer enabling – Application Sequencing – SIP Routing – Dial Plan Management

6 EMEA Techshare 2009 The Future Begins Qualifying Customers

7 EMEA Techshare 2009 The Future Begins Qualifying Customers Avaya Aura Session Manager IS A Single Manageable Large Enterprise Communication Solution

8 EMEA Techshare 2009 The Future Begins Qualifying Customers Avaya Aura Session Manager IS Intended to be a Hosting Platform Targeting the Mid Market (yet!) NOT

9 EMEA Techshare 2009 The Future Begins Qualifying Customers 1. Number of Employees Very Large (> 5000) 2. Number of Locations Many (> 5…) 3. Policy/Decision Making Centralized 5. SIP TrunkingInvestigating or in place 4. Number of PBX Vendors More than 1 6. Need for Applications in Multivendor environment MM, VP, MX, Video Win the core, win the customer

10 EMEA Techshare 2009 The Future Begins A Few More Things – Be Careful! Avaya Aura IS NOT an IMS Solution Certain Enterprise Relevant IMS Concepts are taken such as the 3 Layer Approach, Decoupling Users from Applications, and SIP Protocol Adaptations – It is IMS Like (e-IMS) BUT…Do NOT mention IMS (or e-IMS) to customers unless you are comfortable talking about it Typically this is NOT the discussion you want to have Avaya Aura DOES NOT Equal Session Manager Session Manager is an Element of the Avaya Aura Editions Avaya Aura is targeting medium to large enterprises

11 EMEA Techshare 2009 The Future Begins Sales Approach

12 EMEA Techshare 2009 The Future Begins Three Phase Sales Approach NOW: Save Cost, 9 Months: Integrate Business Applications and SIP users in the real-time comms environment

13 EMEA Techshare 2009 The Future Begins Solve Todays Communications Challenges Very difficult to administer many different dial-plans and systems Therefore most calls still using PSTN, despite IP network in place Significant monthly telecommunications expenses Cannot optimize connectivity and routing enterprise-wide Cannot easily introduce new SIP services and new UC applications Enterprise Network Avaya New York Avaya London Nortel Hong Kong Siemens Frankfurt Contact Center Mumbai Cisco Rome Contact Center Chicago App 2 App N App 1

14 EMEA Techshare 2009 The Future Begins Business Agility, Empowered People Centralized profile mapping people to communications applications The same applications and number wherever people go, world-wide Easily deploy the right unified communications and contact center capabilities to the right people Share centralized applications and eliminate duplicate local apps Quickly add different features for different people Extend existing applications without changing them (sequencing) People are no longer limited by the network Communications Applications Centralized telephony and video Consolidated unified messaging Centralized UC & Presence integration Audio and web conferencing Speech self service applications Contact center capabilities everywhere Centralized reporting and analytics Communications Applications CM Session Manager Service Providers

15 EMEA Techshare 2009 The Future Begins Service or Application from 3 rd party (eg. SP) SIP SOA SFS SFS = SIP Foundation Server Application Connection Decoupling the Application/Service from the User Avaya Next Generation Architecture Vision Decoupling the Application/Service from the User Session Manager Amsterdam Moscow Paris SIP TRUNKS Access (users) Services can be stringed together using standards based SOA and SIP-ISC technologies enabling rapid deployment (sequencing) Eg. Call Blocker Eg. Mobility Application Applications are exposed to SIP users as services dependent on their profile Voice Portal Video Meeting Exchange Modular Messaging CM Feature ServerNamed Sequenced Presence Server Call Recording

16 EMEA Techshare 2009 The Future Begins However…. Very Important! Please do NOT Stop your activities around current FCE, CMBE and/or CM projects Session Manager can be deployed on top of, and in conjunction with CM and CMBE

17 EMEA Techshare 2009 The Future Begins Competitive Environment

18 EMEA Techshare 2009 The Future Begins Competitive Positioning - Considerations Scalability, 100,000s users Geo-redundancy Applications availability across multivendor enterprise (vs silos) Traditional Vendors E.g. Cisco, Nortel, Siemens, etc Limited Local Survivability & Reduced Feature set Manageability of Centrex & non-Centrex environments (dial plan, user profiling) Not Multivendor SoftSwitches E.g. Hosted/Centrex type offerings Limited/no Applications & Sequencing Capabilities Limited SIP Header Adaptation capability Geo-redundancy & Central Management Session Border Controllers E.g. Covergence

19 EMEA Techshare 2009 The Future Begins Packaging (& Pricing)

20 EMEA Techshare 2009 The Future Begins Avaya Aura Packaging Avaya Aura Software – all hardware and support is additional Branch Edition Standard Edition Enterprise Edition Avaya Aura Communication Manager Branch 2.0 Standard 5.2 Enterprise 5.2 Avaya Aura Session Manager (new) 4Q09 cal. +$50k / Instance Avaya Aura System Manager (new) 2Q10 cal. Avaya Aura SIP Enablement Services Avaya Aura Communication Manager Messaging (Built- in, can also add Modular Messaging) Branch 500 users included Avaya Aura Application Enablement Services - CTI Branch + $ licenses Avaya Aura Application Enablement Services - UC Extension to Cellular and IP Softphone available. Consider Standard/Enterprise Edition for full UC All Inclusive Avaya Aura Presence Services Avaya one-X ® – UC All Inclusive Avaya one-X ® Mobile, Avaya one-X ® Portal, Avaya one-X ® Communicator, Microsoft OCS and IBM Lotus Sametime integration, Extension to Cellular, VPNremote deskphone license +$50 / User Avaya Integrated Management (as appropriate for Edition) Global GA May included - available for fee - included - available for fee

21 EMEA Techshare 2009 The Future Begins Timeline

22 EMEA Techshare 2009 The Future Begins NOW: Save Cost, 9 Months: Integrate Business Applications and SIP users in the real-time comms environment Three Phase Sales Approach MAY 09 MAY 09 NOV 09 We are looking for beta customers where CM is running as a feature server in a multivendor environment.

23 EMEA Techshare 2009 The Future Begins Summary

24 EMEA Techshare 2009 The Future Begins Is UC a Dream? More demands, less money – how does IT get it done? Need a simplifying end-to-end architectural approach Saving money now while improving business effectiveness The Avaya Answer Evolutionary – build on what you have, get practical help now Revolutionary – extraordinary times require new approaches Open – multi-vendor, old and new, it all has to work together Avaya Architecture for Business User Communications

25 EMEA Techshare 2009 The Future Begins Thank You

26 EMEA Techshare 2009 The Future Begins Useful Links March Launch Sales Toolkit – ya_aura / ya_aura / Session Manager Explained – Part 1: – Part 2: Yankee Group White Paper: Accelerating Unified Communications with an Enterprise-Wide Architecture – (Click on screenshot)

27 EMEA Techshare 2009 The Future Begins SM - A Technical View Peter Kamm

28 EMEA Techshare The Future Begins Aura…. Cisco Microsoft Nortel Siemens Alcatel-Lucent

29 EMEA Techshare The Future Begins MX Application Platform Avaya Aura Architecture App 3 rd Party endpoints Avaya CM Branch o o o Avaya CM Standalone o o o Application Platform G860 3 rd Party PBXs SBC App Service Providers System Manager App MM VP CM Session Manager Avaya Aura Core SIP Trunks Media Servers TDM Trunks Access Connection Application SIP Presence Session Manager Avaya one-X ® endpoints

30 EMEA Techshare The Future Begins Reliability and Scale Massive scale, global SIP connectivity 25,000 locations, 250,000+ users Active/active N+1 geo-redundancy Distributed instances, multiple active connections, very fast recovery Avaya Aura Session Manager Applications Avaya SIP-ready communications Modular Messaging, Meeting Exchange, Voice Portal, Interaction Center, etc. Agile feature server integration SIP-ISC standard (3GPP), sequencing Open to third-party feature innovations DevConnect ecosystem expanding Service Provider value-add over time Security Secure, TLS encrypted, SIP firewall, SIP packet inspection, hardware accelerated Session Border Controllers for boundary Multivendor Interoperability Cisco UCM, Nortel CS1000 adaption modules, more IP-PBX testing to follow Avaya Gxxx or AudioCodes SIP gateways for legacy PBX integration Acme Packet SBCs and others Further DevConnect testing starting May SIP Trunks: AT&T, Verizon, Orange, … Evolution Easily add SM to multivendor networks A CM upgrade for existing customers Control access/bandwidth for new apps o o o SM Feature Server Feature Server Feature Server SP

31 EMEA Techshare The Future Begins The Next Generation of Business Benefits Avaya has delivered a business benefits focused approach to leveraging IP communications since 2003 Avaya Aura now significantly expands the options for how these business benefits can be achieved FlattenConsolidateExtend Flattening external network overheads Consolidating systems and management Extending applications to business users everywhere Reduce operating costs Simplify network Reduce operating costs Increase IT efficiency Serve customers better Increase productivity Increase business agility Serve customers better

32 EMEA Techshare The Future Begins Global Scale with Geo-redundancy 25,000 locations, 250,000+ users Global User Mobility May: active -stand-by November: active -active

33 EMEA Techshare The Future Begins Avaya Aura System Manager Hide administration complexity – Enter user information once – Centralized enterprise-wide dialplans, TEHO, etc. Simplify enterprise security – Automated certificate distribution – Corporate certificate authority integration Serviceability and trouble shooting – Consolidated logs of all elements – Alarm consolidation – SNMP, Avaya service desk Extensible plug-in framework

34 EMEA Techshare The Future Begins Data Center 2 Data Center 1 SIP Applications (Active) SIP Applications (Active) Communication Manager (Active) Communication Manager (Standby - ESS) Security at Scale O O O TLS Branches i120 TLS O O O Rate Limit SIP Firewall A1A2A1A2 Session Manager Session Manager All SIP TLS encrypted 3rd party certificate support Standards-based AAA Radius compliance Rate Limiting for hyperactive endpoints / branches Denial of service protection, SIP packet inspection

35 EMEA Techshare The Future Begins Data Center 2 Branch Edition i120 Contact Center Data Center 1 Communication Manager (Active) Communication Manager (Standby - ESS) Centralized Dial Plan O O O PSTN SIP Trunks SIP Trunks Sales Office i120 Regional Office 45-XXX 445-XX 630-XXXX 22-XXXXX SM 25,000 locations – All with TLS encryption to geo-redundant core Multivendor with SIP adaption – Nortel, Cisco, Service Providers, … One dial plan to manage in Session Manager

36 EMEA Techshare The Future Begins SM SIP Adaptation Modules Adaptation Module Adaptation Properties: Adaptation Module Egress URI Parameters Digit Conversion for Incoming Calls Digit Conversion for Outgoing Calls Incoming Digit Conversion SIP Entity Outgoing Digit Conversion Routing Engine Examples Avaya: No adaption required Cisco: Move History-info, PAI Nortel: No current changes (testing) Verizon: Move History-info AT&T: Remove History-info

37 EMEA Techshare The Future Begins Core Routing Engine Amsterdam Am Ingress Am Egress Brussels SP Egress Br Egress Br Ingress SP Ingress x x SP Trunking Services Example: Country Dialing

38 EMEA Techshare The Future Begins SIP Call Admission Control Star configurations supported RTP assumed to travel over WAN with signaling Location based Administrator specifies for each location – Average call usage – Total bandwidth to manage Multiple SIP entities per location Intra-location calls are not counted in CAC (WAN) o o o CORE SM CM WAN Pipe Entity Links CM o o o 3 rd Party PBX Single Location

39 EMEA Techshare The Future Begins Centralized Applications SIP-ready Avaya applications SIP Branch CM Third party Meeting Exchange SM Voice Portal Modular Messaging Communication Manager SIP Feature Server Avaya Aura Core

40 EMEA Techshare The Future Begins SIP Load Balancing SIP load balancing is necessary to support – Voice Portal MPPs – Modular Messaging MASs – Other SIP Entities deployed for redundancy Entities to load balance may be identified – Local Host administration on System Manager – DNS SRV records Advanced load balancing techniques – Automatic Entity enable/disable via OPTIONS check – Random distribution – Priority and weighting Servers with different performance

41 EMEA Techshare The Future Begins CM A1A2A3A4 SM CM o o o A1 A3. a A4 A2 A3. b Application Agility Applications are independent – No PBX upgrades needed, just add new application to core – Each application only needs licenses to match workgroup demand Rapid deployment and extension of applications – Sequence new features in addition to current CM or other features – New capabilities deployed in days Avaya Aura

42 EMEA Techshare The Future Begins Avaya Aura Core SM Rapidly Extending Application Functionality Call Sequencing – Session Mashups Joe INVITE (Orig) 2 INVITE (sip: Kevin K.) 13 INVITE (Orig done) INVITE (Term) 4 INVITE (Term Done) DB Kevins CM SIP Foundation Call Analyzer Joes CM INVITE (Term) Kevin K.

43 EMEA Techshare 2009 The Future Begins NDA Material Confidential Mohamed El Hajji System Engineer – EMEA SP VT Leader Avaya Aura Customer Case Engagement

44 EMEA Techshare 2009 The Future Begins Avaya Aura - A Copernicus Revolution 1 Shaping the future for Large CM Networks 2 Agenda The Brand New Customer Case 3 Summary 4

45 EMEA Techshare 2009 The Future Begins Nicolas Copernic ( ) Avaya Aura - A Copernicus Revolution Avaya Aura is a revolution: The Avaya Architecture is moving from a CM centric ecosystem to a SIP centric topology. Avaya Aura is an evolution: Avaya continuous commitment to Customer Investment Protection.

46 EMEA Techshare 2009 The Future Begins Company ABC – Large Avaya Customer 2008 ACM capacities Inputs Design Engineering assumptions Other Assumptions 100K users, IPT + VM, locations (with 400 HO) Starting end of CY09 12K H.323 end points /ACM 64 PN, 106 CLAN 1,800 users/PN 8 CLAN/PN 48 H.248 GWs/PN 225 users/CLAN 6 H.248 GWs/CLAN 7 BHCC/user 700K total N+1 redundancy for PN Trad. Design outputs At least *9* ACM for H.323 IP registration Total of 72 PNs 11K H.323 IP Phones/ACM 134 H.248 GWs 80K BHCC/Hub 1 MM/Hub (can be 2 Hubs)

47 EMEA Techshare 2009 The Future Begins S8730 pair ACM K CM licenses MM IP VPN Large remote sites Small remote sites Medium remote sites 133 sites PN1PN8 6+1 PN 48+8 CLAN 14 IPSI 14 MedPro 6 CLAN for Adjuncts MAS N+1 + MSS 11K seats 1 Dial Plan per ACM X 9 Avaya 2008 architecture

48 EMEA Techshare 2009 The Future Begins S8730 pair ACM CM licenses MM IP VP N Large remote sites Small remote sites Medium remote sites 133 sites PN1PN8 6+1 PN 48+8 CLAN 14 IPSI 14 MedPro 6 CLAN for Adjuncts MAS N+1 + MMS 11K seats 1 Dial Plan per ACM Existing CM1 S8730 pair ACM CM licenses MM IP VP N Large remote sites Small remote sites Medium remote sites 133 sites PN1PN8 6+1 PN 48+8 CLAN 14 IPSI 14 MedPro 6 CLAN for Adjuncts MAS N+1 + MMS 11K seats 1 Dial Plan per ACM Existing CM n SP Certified SIP trunk May 09 Session Manager Session Manager Session Manager Normalized SIP Avaya Aura Alternate architecture

49 EMEA Techshare 2009 The Future Begins S8730 pair ACM CM licenses MM IP VP N Large remote sites Small remote sites Medium remote sites 133 sites PN1PN8 6+1 PN 48+8 CLAN 14 IPSI 14 MedPro 6 CLAN for Adjuncts MAS N+1 + MMS 11K seats 1 Dial Plan per ACM Existing CM1 S8730 pair ACM CM licenses MM IP VP N Large remote sites Small remote sites Medium remote sites 133 sites PN1PN8 6+1 PN 48+8 CLAN 14 IPSI 14 MedPro 6 CLAN for Adjuncts MAS N+1 + MMS 11K seats 1 Dial Plan per ACM Existing CM n SP Certified SIP trunk Nov. 09 and beyond o o o CM Servers MM Server SIP/AS Server Session Manager Session Manager Session Manager Normalized SIP 1 MM system CM will support up to users/server 6 CM servers 3 SM + 3 Syst. Mgr Avaya Aura Alternate architecture

50 EMEA Techshare 2009 The Future Begins The Brand New Customer Case 150+K users, 5400 sites Scheduled over 6 years Inputs Key requirements Strong focus on TCO Centralized and Secured Telephony platform Centralized Administration Directory synchronization 99.99% availability for each application Dial Plan Management and free seating Design outputs Geo-redundant core SMs & Syst. Mgrs n+1 redundancy (3+1) Remote sites: SIP Phones only for very small Audiocode Gws Avaya Branch SM for large remote sites Assumption: 150 K users 9 CM servers 1 MM system 96xx series SIP phones

51 EMEA Techshare 2009 The Future Begins The Brand New Customer Case

52 EMEA Techshare 2009 The Future Begins Avaya Aura Design Concepts Roadmap – Not Committed ! Geo Redundant Core 50k registrations/SM instance 150K users requires at least 3 SM Total of 4 SM with N+1 Redundancy Per SM user load is N-1/N * single MM system MM will support 40K Voic CY09 MM is expected to reach 100K Voic CY10 CM CM standard supports up to 18K 9 CM instances are required to support 150K users Basic Telephony Server ?

53 EMEA Techshare 2009 The Future Begins Avaya Aura Panorama View Avaya SM Telefonie CM Session Manager Avaya Aura Core Session Manager Applications Platform Telephony Server Service Providers Aura Communication Manager Applications Platform Open SIP Access Open SIP Control Interface Open HTTP / SOA Entry Point

54 EMEA Techshare 2009 The Future Begins Features Avaya Aura: Welcome to the future Avaya Aura TM