1. Migrating to SIP Trunking with AudioCodes
Alan Percy
Director, Market Development
August 2011

2. AudioCodes: A Brief Introduction
Overview:
Manufacturer of Media Gateways, Enterprise Session Border Controllers, Media Servers, IP Phones, Mobility Technologies
17 years of Operations, Public (NasdaqGS since 1999)
Deployed in over 100 countries in broadband, mobile & enterprise
Strong brand for quality & performance
Worldwide offices:
Headquarters: Israel
North America: NJ, TX, NC
APAC: Singapore, Korea, China, India, Australia
EMEA: UK, France, Germany, Russia
LATAM: Miami, Mexico, Brazil, Argentina, Columbia
625 Employees
R&D (250), Sales & Marketing (210), Operations (90), G&A (5)
Israel (395), US (140), Europe (30), APAC (25), LATAM (10)

3. What AudioCodes Does… Applications Mobile UC Cloud
The Communications World:
Communications - world is shifting towards an all IP infrastructure
Growth driven by desire for unified communications, cloud computing and mobility
Incumbent vendors struggle to adapt to demands of newly emerging software applications
Applications
Mobile UC
Cloud
MSBG
SBC
IP Phones
Residential Gateways
Mediant Gateways
AudioCodes
TDM
All IP
AudioCodes innovative, interoperable and diverse portfolio of solutions are uniquely positioned to enable this transition
All IP World
2030

4. What is SIP Trunking?
SIP trunking is a Voice over Internet Protocol (VoIP) service based on the Session Initiation Protocol (SIP) by which Internet telephony service providers (ITSPs) deliver telephone services and unified communication to customers ...

5. How Businesses Connect Voice Today
SIP Trunking Adoption Survey conducted in NA cuz that’s where adoption rate is highest today
Surveyed 100 enterprise and mid-size companies
Had to have an IP-PBX
Still strong legacy technologies today and into 2013
SIP Trunking coming along – over 40% of respondents have SIP Trunking today
Of those using SIP Trunking …they’re using it for only a portion of their trunking capacity needs, still siginificant room to grow
Hybrid usage; not full 100 % of trunking capacity is with SIP
Source: Infonetics Research, SIP Trunking Deployment Strategies: North American Enterprise Survey, April 2011

6. The Case for SIP SIP Trunking- one of the fastest growing services
CY08
CY09
CY10
CY11
CY12
CY13 $0 $1 $2 $3 $4 1 2 3 4 5 6
Revenue (US $B)
Trunks (M)
Revenue
Trunks
SIP Trunking- one of
the fastest
growing services
to Enterprises
SIP Trunking brings
cost savings and
operational efficiencies
North America
leads adoption
Source: Infonetics Research, Inc.

7. How SIP Trunking Achieves Cost Savings
“SIP Trunking Infrastructure cost reductions will allow Triton to realize ROI in as little as 3 months”
Cameron Symonds, Director IT/TS, Triton Technologies
Eliminates dual last mile facilities
Mixed voice, video, data on same infrastructure
More competitive market
Greater geographic reach
Improved flexibility
“Fortune 1000-size organizations can save anywhere from 25-60% on their telecom expenses.”
Sorell Slaymaker, Unified IT Systems
“SIP Trunking can deliver savings of 30-50% for branch environments in mid-size and large enterprises”
Gartner, Inc., 2009
“SIP Trunking returns an average savings of 25% vs. a traditional separate voice and data infrastructure”
Global Crossings, 2011
NAT (network address translation): Extensively used today to resolve public IP address with private address of destination device
Firewall traversal: Most firewalls can’t handle VoIP and block inbound VoIP calls
Interworking: Not all IP PBXs and VoIP networks use SIP, or the same SIP implementation
Transcoding: Multiple codecs in use today (e.g., narrow-band, wide-band)

8. SIP Trunking Looks Good; Upgrading PBX environment …“Not So Good”
Continuing pressure to reduce operational costs
Postponing/avoiding major capital expenditures
Legacy (TDM, IP-PBX) infrastructures still work
Effort to upgrade is slow and a distraction
Carrying over certain existing functionality may not be supported

9. Step 1 – Assess the Situation
Where are the costs and inefficiencies?
Lack of Integration
Cost of two facilities
Firewall
Router
PC Users
LAN
Internet
Maintenance Costs
Trunking,
Local and
Long Dist.
Moves, adds and changes
SIP or
Digital
Phones
PSTN
PBX
T1/E1 or Analog Trunks
Costs from Conferencing Services
Analog Phones
Fax IP
TDM 9

10. Or Unified Communications
Step 2: Planning
Upgrade PBX?
Replace PBX?
Expansion?
Consolidation?
Eliminate PSTN
When and at what cost?
Goal
SIP Trunking Trial
Eliminate PSTN
Trunking
Implement IP-PBX
Or Unified Communications
With SIP Trunking

11. Step 3: SIP Trunking Trial
Firewall
Router
PC Users
LAN
Internet
Gateway Makes
Call Routing
Decisions
SIP or
Digital
Phones
PSTN
PBX
T1/E1 or Analog Trunks
“Drop and Insert” Architecture
Eliminates PBX expansion/changes
Makes IP-PBX/UC Upgrade easier
Analog Phones
Fax IP
TDM 11

12. How does a Media Gateway Work?
Command/Control/Config.
TDM Interface
DSPs
(Codecs)
SIP Stack
TDM T1/E1/J1/BRI/Analog
PRI/CAS/MFC R2
Loop Start/Ground Start
DID/DTMF…
SIP Ethernet

13. Mediant 1000: Modular And Scalable Media Gateway
The Mediant™ 1000 is a Modular Gateway, with a variety of interfaces.

14. MP-1xx Product Overview
Analog Media Gateways from 2 to 24 analog FXS/FXO ports

15. Step 4: Reducing/Disconnecting the PSTN
Firewall
Router
PC Users
LAN
Internet
Change Routing
Rules to move
more traffic
to SIP Trunks
SIP or
Digital
Phones
PSTN
PBX
T1/E1 or Analog Trunks
Analog Phones
Fax IP
TDM 15

16. Step 5: Migrating to Unified Communication
Upgrade to
Enterprise Session Border Controller (E-SBC)
Firewall
Router
Unified
Communications
Clients
LAN
Internet
SIP
Phones
Fax
Analog Phones
PSTN
T1/E1 or Analog Trunks IP
TDM 16

17. SIP to SIP Connectivity?
Enterprise Session Border Controller
(E-SBC)
IP Phones ?
IP-PBX
SIP
SIP
SIP Variant 1

18. SIP Interoperability SIP
This is supposed
to work!
SIP
RFC 3261
SIP interworking and normalization Signaling mediation Media mediation Transcoding

19. Call Admission Control (CAC) Encryption & Authentication
Security
Internet S I P
Enterprise LAN
SBC
Bad
E-SBC
Stuff
SIP Trunks
Call Admission Control (CAC)
Encryption & Authentication
Topology hiding
Protection against DOS attack
Survivability
PSTN

20. How Does an E-SBC Work? Command/Control/Config.
Security Policy Management
SIP
Stack
DSPs
(Codecs)
SIP
Stack
Signaling (SIP)
Media (RTP)
SIP Ethernet LAN
SIP Ethernet WAN

21. Case Study: Georgia Military College
Liberal Arts Junior College
Main campus in Milledgeville, GA
6 campuses across Georgia
500 Full-time employees
5000 Students
1800 computers
Centrex from National SP

22. Need for Collaboration
Challenges
Costs
Like many public institutions, college is very sensitive to operating costs
Centrex costs were very unpredictable
Moves, adds and changes were $
Need for Collaboration
Staff spread across six different campuses
Delays/costs incurred while commuting between campuses
Retention of Existing Telephone Numbers
Local presence is important
Reliability
Campus Autonomy - no outage should effect other campuses

23. Solution Architecture
Mediant 800 E-SBC
SIP Trunking
Mediant 1000 E-SBC
Valdosta, GA
Main Campus
Mileldgeville, GA
Mediant 800 E-SBC
Mediant 800 E-SBC
Mediant 800 E-SBC
Mediant 800 E-SBC
Warner Robins, GA
Atlanta, GA
Augusta, GA
Columbus, GA

24. All six campuses are now on Microsoft Lync
Results
All six campuses are now on Microsoft Lync
Vastly improved collaboration environment
Campuses are functionally autonomous
One Minute Provisioning – “hand them a phone”
Retained local DID numbers
Network security is maintained
30% reduction in travel costs
Realized an 80% savings in monthly reoccurring charges
“By migrating to Unified
Communications with Microsoft
Lync, AudioCodes and Broadvox,
Georgia Military College was able
to reduce monthly reoccurring costs
by 80%, allowing the college to
invest in other important student
education programs”, said Drago
Totev, Associate Vice President -
Telecommunications & Networking,
Georgia Military College.

25. Benefits of Working With AudioCodes
Interoperability and Compatibility
Leveraging the investment in our experience and interoperability lab
Architecture Flexibility and Scaling
Range of solutions that fit your particular implementation
Migration Strategy
Start today, upgrade later
Security
JTIC-validated device and network security
Superior Voice Quality
First vendor to pass all 12 ETSI Speech Quality Tests
Quick Time-to-Savings (ROI)

26. Additional Resources
Information on AudioCodes and migrating to SIP Trunking:
Mediant 1000 Media Gateway:
Enterprise Session Border Controllers:
Datasheets, videos, case studies, whitepapers, testimonials
ITExpo - September 13-15, 2011 in Austin, TX
News and buzz via Social Media
Follow us on Twitter, LinkedIn or Facebook

27. Customer Lead Generation Campaign
Enterprise Customers
USA -based
Announcements
Get Started with SIP Trunking
TMC, No-Jitter
Websites (AC, BRDVX)
Education
SIP, SIP Trunking, & Solution
TMC webinar 8/24
Website Content (AC, BRDVX, TMC)- solution, promo,
Case study – Georgia Military College
SIP Trunking resources and collateral from BRDVX, AC
SSCA Training and Certification from The SIP School
Marketing
AC-BRDVX joint campaign (monthly thru Q4)
Customizable templates for sending to VAR contacts
Web banners– also customizable for VARs
AC & BRDVX websites, regional and national events
Blogs, social media (Twitter, LinkedIn, Facebook)
Promotional Offer
“Get Started with SIP Trunking”

29. Broadvox SIP Trunking Service
Promotional Offer: Get Started with SIP Trunking from Broadvox & AudioCodes
Time Period: August 15, December 31, 2011
Broadvox SIP Trunking Service
50% off activation fee of Go! SIP Trunking Products (local , domestic, broadband)
1 AudioCodes Gateway or ESBC at 25% off MSRP to enterprise customers
Mediant 1000 MSBG or Mediant 1000 ESBC
Includes 1 year standard 9x5 ACTS at 25% off MSRP
Includes FREE -1 year -Advanced Hardware Replacement
SSCA SIP Training and Certification
10% off List Price
Integrated Campaign addresses all channels including distribution, VARs (and SPs that act as VARs), AND provisions for assisting our VARs reach enterprise customers.
Then go through the promotion and messaging
Education and Marketing – always and with every campaign
Promotions and Spiffs – as necessary