13 Sep 2016
SIP Trunks: It’s Not Just about Dial Tones Anymore!
Ashish Jain, Director of Solutions Marketing, GENBAND looks at using SIP trunking for reliable, cost efficient transport & better delivery of services.
Even without the “sizzle” of creative ways you can increase the value of SIP Trunking, there is a lot of “steak” as the category continues to grow.
According to IHS, a leading market research firm, SIP Trunking is an over $8.5B opportunity for communication service providers over the next few years, across all geographies.
And while Unified Communications (UC) is considered a sexy evolution to IP Centrex, SIP Trunking, with its association to a legacy PRI, still has a stigma of being a boring dumb pipe. This is absolutely not true, when service providers enhance their offerings to go beyond commoditized voice and data bundles.
Innovate Beyond by Rethinking “The Session”
So let’s switch things up and get creative with those big SIP Trunks. In today’s market the traditional SIP Trunk bundles include a set of services such as:
And some creativity is happening by Communication Service Providers (CSPs) by enhancing some of the capabilities or bundling the SIP Trunk offer differently such as:
Flat Fee SIP Trunks
Shared SIP Trunks across sites
Enhanced Disaster Recovery
Advanced Call Screening
While such creativity is important, the truth of the matter is that the innovation is being driven by transformation of enterprise communications, including the strong and steady move from “phones” to web-based and embedded IP communications. But businesses are still extremely dependent on the PSTN to connect with the rest of the world and limited by what their CSPs have to offer. Here’s one view of the evolution:
As enterprises continue to “move to the right” they have a lot of challenges to balance. How will they deal with their “technical debt” protecting investments they made, including in IP-PBX and IP phone systems, over the last 10-15 years? How will they reconcile the costs of maintenance for their existing systems against the cost of putting in new systems even as IT budgets continue to buckle under the strain of budget reduction mandates?
How can they contribute to greater team productivity and enhanced external communications, while planning for the incoming millennials whose communications habits are all mobile first?
And how can they compete with extremely high quality customer experiences, whether e-commerce, contact center, or day to day customer interactions?
Ultimately, enterprises we’ve been working with are not so much looking for “SIP Trunks” or “UC” but “CCE” or “Consistent Communications Experiences.”
They want to bridge the old telco world including the PSTN with the new web world, and have it all work on mobile. They want to reduce the number of vendors required, the need for hardware and all the other challenging costs and personnel needed to keep real time communications flowing.
While some of these needs are addressed today by a new array of over-the-top (OTT) service providers, they are addressed in silos. The telecom service providers have a unique opportunity to play a bigger role by bridging the diverse services such as SIP Trunk, Cloud UC, mobile, and Web; and enabling a consistent federated experience between the traditional world and the new world.
We have been listening closely for years, and we have been investing ahead of what we predict is going to be the “new reality” for enterprises over the next few years.
Here’s our view of the modern taxonomy for RTC: federate and overlay. Enable multichannel communications flows but make them more convenient, more secure and less expensive than today’s chaos.
Where Does SIP Trunking Fit In?
The very good news is that SIP Trunking can bridge both worlds by providing reliable, cost efficient transport which also enables the better orchestration and delivery of services.
We are working with dozens of experienced Managed Service providers, who are building entirely new models from this approach and delivering much better experiences to their existing customers at more reasonable, pay as you go prices, while also attracting new customers who are ready for the next generation of super smart, super flexible business communications services.
And while we are extremely proud of our software innovation, we are pragmatists and know that where we are really making a difference is in the economics.
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About the author
Ashish Jain is Director of Solutions Marketing, GENBAND. He brings over 12 years of telecommunications industry experience with expertise in the areas of Real Time Communications for fixed and mobile networks, Wireless Security, Mobile OTT, and enterprise social media applications. In his current role as Director of Solutions Marketing at GENBAND, Ashish drives planning and strategy for mobile security products covering session border controller (SBC), Wireless Access Gateway, Diameter Signaling product line and manages IP based Real Time Communication solution portfolio covering VoLTE, VoWi-Fi, Small Cell, Carrier Wi-Fi, SIP Trunking, and IP Interconnect. Ashish holds a bachelor degree in Electronics Engineering and a Masters in Computer Science, with specialization in networks and communications, from The University of Texas.
GENBAND is a global leader in real time communications software solutions for service providers, enterprises, independent software vendors, systems integrators and developers in over 80 countries. Its market-leading Network Modernization, Unified Communications, Mobility and Embedded Communications solutions enable customers to quickly capitalize on growing market segments and introduce differentiating products, applications and services. GENBAND is headquartered in Plano, Texas and has operations, R&D and resources around the globe that provide world-class support and services for its vast customer base. GENBAND’s real time communications solutions help its customers connect people to each other and address the growing demands of today’s consumers and businesses for real time communications wherever they happen to be. The company’s comprehensive solutions suite empowers its customers to enrich their service offerings with real time contextual communications, providing a richer, more engaging user experience. GENBAND’s technology is deployable in the network, on premise or through the cloud.
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