© 2004 AudioCodes Ltd. All rights reserved. Delivery to VoIP QoS Tools

Business Model Business as usual - what we do today; just a new market Deliver call details to Companies that build Call Recorders Deliver call details to Companies that build VoIP QoS Tools

What is VoIP QoS? QoS = Quality of Service Monitors the health of VoIP Networks –MOS scores/R factor (voice quality) –Jitter –Call set up analysis; delays –Packet Loss, corrupt packets –Network bandwidth statistics

Our Product Proposal We decode the signaling and pass up call information Our customers interpret information and build full application with user interface and analytics Avaya Nortel Intertel EricssonSiemens SIP H.323

Understanding the VoIP QoS Market It is really the Network Management Market (IT) –Add tools that monitor VoIP 12 billion dollar market world-wide (Frost & Sullivan)

VoIP QoS Market – Type 1 Service-level management (SLM) Business service management (BSM) Service Level Agreement (SLA) Comprises 37% of network monitoring sales (3.5 billion) The ability to monitor VoIP QoS relative to what the carrier promised. Carriers – track their own records to monitor the service they deliver Vonage, Verizon, Comcast, at&t etc…. Enterprise – monitor their SIP trunks making sure carriers deliver what they promised

VoIP QoS Market – Type 2 End User Experience Management Expects a 72% growth from 2007 to 2008 with total expected sales of $300,000 million (Frost and Sullivan) Monitor VoIP QoS relative to the caller experience from “cradle to grave” Ability to monitor QoS on the local network; “The Proprietary PBX”

Target Market Generally speaking; Most companies first created network monitoring tools –Packet loss –Switch health –Network collisions –Network bandwidth Now include VoIP analysis

Our Target Market Companies that develop VoIP QoS tools with product offerings for the enterprise market Why not carrier market? Or SLA/BSM? –These are typically standard VoIP protocols such as SIP/H.323/MGCP – which they already support Our value is our ability to decode proprietary protocols

Our vision is to enable VoIP QoS applications monitor proprietary telephone networks

Our Value We decode proprietary telephone signaling so they don’t have to Get call information directly from the network; not the PBX –No CTI link required –Monitor actual calls; not artificially generated calls (more later) No equipment costs No specialized application development or engineers

Our Current HPX Product Offering SmartWORKS API –Consistent development across multiple PBX vendors Changes to call state (alerting/connected); time stamp Call Meta data –Caller/Called numbers, extension (when avail), call duration, IP addresses/ports of all endpoints (signaling/media) Forwarding of RTP –To their services for voice quality analysis (we can add later) –Our Call recording/playback services RTCP analysis

Statistics - Today VoIP Protocol –Packets out of order –Checksum error –Total packet count –Dropped segment –UDP checksum Station (Phone) Statistics –Total count of inbound & outbound calls –Call duration; avg –Total calls rejected, abandoned, connected

Potential Customers NetQoS – VoIP Monitoring Tool (private company - increased revenues by 671 percent from 2003 to 2007, $30-50m sales; 2,744 hits/day) –Cisco Unified CallManager 4.2 or later –Gateways running SIP, MGCP, and H.323 NetIQ – AppManager for VoIP (NTIQ ~ $200m sales, 3,000 hits per day) –Avaya, Cisco, Nortel, Microsoft OCS Network Instruments (private company, saw five years of 25% growth, saw 47% growth; also manufactures hardware taps; 1,700/day) –Cisco, Avaya, Nortel, Mitel –Gateways running SIP, MGCP, and H.323 SolarWinds – Orion VoIP Monitoring (private company, 10 years old, over 1,000,000 customers; 9,600 hits/day) –Any PBX vendor; however limited to Cisco SLA knowledge

Moving Forward I have a list of 75+ companies All are qualified leads – offer enterprise QoS solution

Everything you need know about VoIP QoS in order to get the job done

Current Technology While 45% of organizations surveyed had already implemented VoIP, only 32% felt that they could properly monitor VoIP performance (Network Instruments) Agenda: –Overview of technology available today –Understand limitations –Value Added Services

Typical Business To carrier; SIP Trunk SIP VPN - Tunnel Proprietary Signaling between PBX and phone

What can most tools see? (type 1) To carrier SIP Trunk SIP VPN - Tunnel VoIP QoS Monitoring Terminal/Edge Devices

Penetrating the Enterprise (Type 2) 1.Monitor SNMP / MIBs 2.Use SLA enabled devices 3.Passive 1.PBX Integration 2.Decode VoIP Packets (SIP/H.323/MGCP) 4.Emerging Trend – decode proprietary

SNMP/MIBs Resulting Metrics –Monitor health of network equipment (servers) –CPU –Disk space

SNMP/MIBs Resulting Metrics –Monitor health of network equipment (servers) –CPU –Disk space Limitations –Nothing about call signaling path –No call detail (CDR) information –Each vendor enables different SNMP messages, proprietary messages –Useful for monitoring health of network equipment, but not actual call

SLA Enabled Devices SLA – Service Level Agreements Network switches; generates artificial calls Resulting Metrics –Transport delays across network - jitter –RTP Packet loss; MOS scores –Call Setup delay SLA enabled Switch PBX SLA “Calls” Actual customer calls

SLA Enabled Devices SLA – Service Level Agreements Network switches; generates simulated calls Limitations –Requires support of SLA enabled devices (Cisco) –Strains network bandwidth –Selective information – miss peak call analysis –Artificially generated, no data analysis of actual calls –No view of PBX (not an SLA enabled device) –No view of real protocol – different call setup procedures

Unanswered Questions Is poor call quality impacting the customer experience? Are abandoned calls the direct result of network problems? Why do calls from a specific area code or agent sound choppy? Why doesn’t my agent get a dial tone? How can I replay or regenerate a specific call to resolve a complaint?

Unanswered Questions Is poor call quality impacting the customer experience? Are abandoned calls the direct result of network problems? Why do calls from a specific area code sound choppy? Why doesn’t my agent get a dial tone? How can I replay or regenerate a specific call to resolve a complaint? Customer Experience Analytics -OR- Measuring the ROI of the VoIP Installation

Real Feature Requests “I have not been able to find anything that will monitor Avaya in real time, hopefully the VOIP Module will do this in a future release. – posted 11/07” “In 2008, our goal is to collect Avaya specific phone/VoIP data that is available via SNMP. All IP SLA data will still be collected by the Cisco routers. “There are times where we have a customer who can’t dial a certain number, or has call quality issues to a certain area code, and it would be nice to just grab that information ….”

Emerging PBX Integration Limited view of entire network –Only receive information about “bad” calls –Limited by what PBX vendor exposes via API Difficult installation –Troubleshooting headache Cost –API is free –Certification is expensive, time consuming

Emerging Decoding Protocols Resulting Metrics Of actual customer calls –Call set up delay; delay to hear dial-tone or connect –Call re-creation –Call playback –Voice quality; tag problems in real time –Packet priority errors (network configuration problems) –Visibility of actual VoIP endpoints (PBX, phone, and Caller ID) Phone re-setting PBX not sending ACKs Monitor burst activity

Analysis Many advertise proprietary PBX support: Actually they; Monitor MIBs/SNMP of proprietary hardware which allow insight to health of server Show call flow of calls generated by SLA tools A few actually decode proprietary protocols I have seen; Cisco, Avaya, Nortel, Mitel – (Network Instruments) But nothing else; Siemens, Alcatel, Aastra-Matra…..

Product Proposal Using HPX decode proprietary call information and deliver essential data to VoIP QoS monitoring tools: Here is what we can deliver via HPX: –Call Set Up analysis; time to call setup (lag to dial tone) –Playback of audio/video (NGP) –Call detail records; so QoS tool can build historical information –Ability to re-create call scenario –Call identifiers; network call ref, extension, DNIS, CallerID, area code, agent ID, etc –Call failures and cause –Total VoIP packets TCP/IP and UDP –Re-transmitted packets

Like this…