2. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California VoIP/SOA Integration Impact on IT Apps, Processes, & Overall Business Transformation Alan Rosenberg Director of Product Management www.bluenotenetworks.com

3. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California Voice and IT Are Separate Islands Monolithic PBXs Proprietary provisioning systems Static users, stationary phones Voice World IT World Unix or Windows Servers Active Directory, RADIUS, LDAP Mobile, Internet-based workforce

4. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California VoIP Delivers Limited Convergence VoIP offers network layer convergence, but –Separate management & provisioning systems Different tools & staff –Monolithic IP PBXs Outside realm of datacenter –Limited APIs TAPI, JTAPI Vendor specific –How can telephony services deliver value to business processes?

5. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California Service Oriented Architectures Enterprise IT trend towards SOAs –Business process improvement top CIO priority –SOAs drive business process improvements –25% of US organizations have already deployed SOA – 2006 Evans Data Study –78% adoption in banking industry – 2006 Gartner

6. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California Evolving to Service Orientation Business Logic LegacyERPCRMFinance Business Logic New Business Processes Business Logic LegacyERPCRMFinance Business Logic Business Services Business functionality buried in applications, asset silos … proprietary interfaces serving the silos Business functionality exposed as business services … standards-based, shared & reusable services Application, Asset Silos Service-Oriented Applications, Assets

7. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California SOA Technical Benefits Application de-coupling –Changes in one service do not effect other services Location transparency –Support virtual hardware environments Code reuse –Single service used by many applications Platform independence –Single development effort yields multi-platform support Standards based solution –Supported by multiple vendors and technologies

8. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California SOA Business Benefits Reduced time to market –Faster product and service delivery Business agility –Rapidly respond to business changes Lower development costs –Eliminate redundant development efforts Improve productivity –Increase automation –Reduce process steps IT asset reuse –Leverage existing systems

9. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California Voice as a Web Service Business Logic LegacyERPCRMFinance Business Logic Business Processes Business Services Internet PSTN PBX Deliver Voice as a reusable Web Service in an SOA Business Communications Platform

10. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California Business Communications Platform Delivers voice as an IT application –Executes voice services on datacenter servers Improved economics –Leverages IT management infrastructure and staff Active Directory, RADIUS, LDAP, etc –No monolithic PBX –SOA-ready Enables voice service/business process integration –Add voice services to business applications –Drive business logic into call processing –Correlate session and application data Interworks with external networks and services –PBXs, PSTN, Internet/SIP-based networks, services and devices –Non-disruptive, incremental expansion –Extended enterprise: customers, partners, employees

11. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California Business Communications Platform Abstraction layer –Simplifies software development –Eliminates SIP/Telecom proficiency needs –Shortens project cycles –Reduces costs CreateSession(A, B)

12. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California Financial Services Compliance Interception Analyst Compliance Agent Business Communications Platform PBX Call Routing Service Broker PSTN

13. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California Financial Services Stock Notification Service Analyst Compliance Agent PBX Call Routing Service Customer Internet Call me on mobile when PowerCo hits $100 Web Site Customer Database Broker PSTN Stock Service Business Communications Platform

14. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California Financial Services Stock Notification Service Broker Analyst Compliance Agent PSTN PBX Call Routing Service Customer Internet Web Site Customer Database PowerCo at $100. Press 1 to sell… Stock Service Business Communications Platform

15. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California Financial Services Click-to-talk Broker Analyst Compliance Agent PSTN PBX Call Routing Service Customer Customer Service Agent CRM Internet Click-Talk Web Site Customer Database Stock Service Business Communications Platform

16. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California Voice as a Web Service Benefits Business agility –One service reused by multiple applications –Rapid application development and deployment –Lower cost –No telephony expertise Leverage existing infrastructure –Exploit datacenter servers –Share business logic and policy stores –Combine IT/Telecom operations tools and staff –Leverage incumbent Telecom infrastructure –Extend legacy systems –Incrementally deployed Improve service and product revenues –Increased customer reach –Increased customer satisfaction and retention –New products and services

17. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California Business Communications Platform Considerations Distributed, software-based solution –Run voice services on datacenter servers –Leverage IT operations infrastructure Active Directory, RADIUS, LDAP, etc –Support IT SOA standards and initiatives Rich, flexible programming interfaces –Abstract programming layer –Integrated business logic and call processing –Session and application data correlation Standards-based and interoperable –PBXs, PSTN, Internet/SIP-based networks –SIP handsets and soft phones –NAT & FW traversal solutions

18. www.itexpo.com October 10-13, 2006 San Diego Convention Center, San Diego California Q&A Alan Rosenberg Director of Product Management arosenberg@bluenotenetworks.com www.bluenotenetworks.com