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EMEA Techshare 2009
The Future Begins
Avaya Aura™ Session ManagerOverview, Positioning, Sales Strategy, Packaging & Competition
Vincent Uppelschoten
Sr Solutions Marketing Manager
[email protected], +44 1483 309 057
EMEA Techshare 2009
The Future BeginsContent
Recap of Roger’s Keynote from Yesterday
Qualifying customers
Sales Approach
Competitive Environment
Packaging
Time line
Summary
EMEA Techshare 2009
The Future Begins
Recap of Roger’s Keynote from Yesterday
EMEA Techshare 2009
The Future Begins
Service or Application
from 3rd party (eg.
SP)
SIPSIPSOASOA SFSSFS
SFS = SIP Foundation ServerSFS = SIP Foundation Server
Application
Connection
Avaya Next Generation Architecture VisionDecoupling the Application/Service from the UserDecoupling the Application/Service from the User
Session Session ManagerManager
AmsterdamMoscowParis
SIP TRUNKS
Access (users)Services can be ‘stringed’ Services can be ‘stringed’ together using standards together using standards based SOA and SIP-ISC based SOA and SIP-ISC technologies enabling technologies enabling
rapid deployment rapid deployment (sequencing)(sequencing)
Eg. Call Blocker
Eg. “Mobility”
Application
Applications are exposed Applications are exposed to SIP users as services to SIP users as services
dependent on their profiledependent on their profile
Voice Portal
Video
Meeting Exchange
Modular Messaging
CM Feature Server
NamedNamed SequencedSequenced
Presence Server
Call Recording
EMEA Techshare 2009
The Future BeginsTo recap…
Device vs User (Profile)
Named Application (MM, VP, etc) vs Feature Server (Services)
Any user (incl 3rd party PBX) vs SIP 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
EMEA Techshare 2009
The Future Begins
Qualifying Customers
EMEA Techshare 2009
The Future BeginsQualifying Customers
Avaya Aura™ Session Manager
IS
A Single Manageable Large Enterprise
Communication Solution
EMEA Techshare 2009
The Future BeginsQualifying Customers
Avaya Aura™ Session Manager
IS
• Intended to be a Hosting Platform
• Targeting the Mid Market (yet!)
NOT
EMEA Techshare 2009
The Future BeginsQualifying Customers
1. Number of Employees Very Large (> 5000)
2. Number of Locations Many (> 5…)
3. Policy/Decision Making Centralized
5. SIP Trunking Investigating 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
EMEA Techshare 2009
The Future BeginsA Few More Things – Be Careful!
Avaya Aura™ IS NOT an IMS SolutionCertain 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 ManagerSession Manager is an Element of the Avaya Aura™ Editions
Avaya Aura™ is targeting medium to large enterprises
EMEA Techshare 2009
The Future Begins
Sales Approach
EMEA Techshare 2009
The Future BeginsThree Phase Sales Approach
NOW: Save Cost, <12 Month RoI
< 9 Months: Leverage Avaya Applications across a Multivendor Enterprise
> 9 Months: Integrate Business Applications and SIP users in the real-time comms environment
EMEA Techshare 2009
The Future Begins
Solve Today’s 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
EnterpriseNetwork
AvayaNew York
AvayaLondon
NortelHong Kong
SiemensFrankfurt
Contact CenterMumbai
CiscoRome
Contact CenterChicago
App 2
App N
App 1
EMEA Techshare 2009
The Future BeginsBusiness 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
CommunicationsApplications
CMSessionManager
ServiceProviders
EMEA Techshare 2009
The Future Begins
Service or Application
from 3rd party (eg.
SP)
SIPSIPSOASOA SFSSFS
SFS = SIP Foundation ServerSFS = SIP Foundation Server
Application
Connection
Avaya Next Generation Architecture VisionDecoupling the Application/Service from the UserDecoupling the Application/Service from the User
Session Session ManagerManager
AmsterdamMoscowParis
SIP TRUNKS
Access (users)Services can be ‘stringed’ Services can be ‘stringed’ together using standards together using standards based SOA and SIP-ISC based SOA and SIP-ISC technologies enabling technologies enabling
rapid deployment rapid deployment (sequencing)(sequencing)
Eg. Call Blocker
Eg. “Mobility”
Application
Applications are exposed Applications are exposed to SIP users as services to SIP users as services
dependent on their profiledependent on their profile
Voice Portal
Video
Meeting Exchange
Modular Messaging
CM Feature Server
NamedNamed SequencedSequenced
Presence Server
Call Recording
EMEA Techshare 2009
The Future BeginsHowever…. 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
EMEA Techshare 2009
The Future Begins
Competitive Environment
EMEA Techshare 2009
The Future BeginsCompetitive Positioning - Considerations
• Scalability, 100,000s users• Geo-redundancy• Applications availability across
multivendor enterprise (vs silos)
Traditional VendorsE.g. Cisco, Nortel,
Siemens, etc
• Limited Local Survivability & Reduced Feature set
• Manageability of Centrex & non-Centrex environments (dial plan, user profiling)
• Not Multivendor
SoftSwitchesE.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
EMEA Techshare 2009
The Future Begins
Packaging (& Pricing)
EMEA Techshare 2009
The Future BeginsAvaya Aura™ Packaging
Avaya Aura™Software – all hardware and support is additional
BranchEdition
StandardEdition
EnterpriseEdition
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
500 users included
Avaya Aura™ Application Enablement Services - CTI
Branch
+ $ licenses
+ $ licenses
Avaya Aura™ Application Enablement Services - UCExtension to Cellular
and IP Softphone available.Consider
Standard/Enterprise Edition for full UC All
Inclusive
Avaya Aura™ Presence Services
Avaya one-X® – UC All InclusiveAvaya 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 GAMay 2009
- included - included - available for fee - available for fee
EMEA Techshare 2009
The Future Begins
Timeline
EMEA Techshare 2009
The Future Begins
NOW: Save Cost, <12 Month RoI
< 9 Months: Leverage Avaya Applications across a Multivendor Enterprise
> 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.
EMEA Techshare 2009
The Future Begins
Summary
EMEA Techshare 2009
The Future BeginsIs 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 Architecturefor Business User Communications
EMEA Techshare 2009
The Future Begins
Thank You
EMEA Techshare 2009
The Future BeginsUseful Links
March Launch Sales Toolkit– https://enterpriseportal.avaya.com/tools/global_marketing_campaigns/ava
ya_aura/
Session Manager Explained– Part 1: http://uconnect.avaya.com/sessionmanagerpart1a/
– Part 2: http://uconnect.avaya.com/sessionmanagerpart2a/
Yankee Group White Paper: Accelerating Unified Communications with an Enterprise-Wide Architecture
– (Click on screenshot)
EMEA Techshare 2009
The Future Begins
SM - A Technical View
Peter Kamm
EMEA Techshare 2009 - The Future Begins
“Aura”….
Cisco
Microsoft Nortel
Siemens
Alcatel-Lucent
EMEA Techshare 2009 - The Future Begins
MX
Application Platform
Avaya Aura™ Architecture
App
3rd PartyendpointsAvaya
CM Branch
o o o
AvayaCM Standalone
o o o
Application Platform
G860
3rd Party PBXs
SBC
App
ServiceProviders
SystemManager
App MMVP
CM
SessionManager
Avaya Aura Core
SIPTrunks
MediaServers
TDMTrunks
Access
Connection
Application
SIPPresence
SessionManager
SessionManager
Avaya one-X®
endpoints
EMEA Techshare 2009 - 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
SMSM
SM
FeatureServer
FeatureServer
FeatureServer
SP
EMEA Techshare 2009 - 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
Flatten Consolidate Extend
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
EMEA Techshare 2009 - The Future Begins
Global Scale with Geo-redundancy25,000 locations, 250,000+ users
GlobalUser Mobility
May: active -stand-byNovember: active -active
EMEA Techshare 2009 - 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
EMEA Techshare 2009 - The Future Begins
Data Center2
Data Center1
SIP Applications(Active)
SIP Applications(Active)
SIP Applications(Active)
SIP Applications(Active)
CommunicationManager(Active)
CommunicationManager(Active)
(Active)(Active)(Active)(Active)
CommunicationManager
(Standby - ESS)
CommunicationManager
(Standby - ESS)
Security at Scale
O O OO O O
TLSTLSTLSTLS
Branchesi120
TLSTLS
TLSTLSTLSTLS
O O OO O O
Rate LimitSIP FirewallRate Limit
SIP Firewall
A1 A2A1 A2
SessionManager
SessionManager
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
EMEA Techshare 2009 - The Future Begins
Data Center2
Branch Edition
i120
Contact Center
Data Center1
CommunicationManager(Active)
CommunicationManager(Active)
CommunicationManager
(Standby - ESS)
CommunicationManager
(Standby - ESS)
Centralized Dial Plan
O O OO O OO O OO O O O O OO O O
PSTN
SIP Trunks
SIP Trunks
Sales Office
i120
Regional Office
45-XXX445-XX 630-XXXX 22-XXXXX
SMSM
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
EMEA Techshare 2009 - 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
ConversionSIP
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
EMEA Techshare 2009 - The Future Begins
Core
Routing Engine
Amsterdam
AmIngress
AmEgress
Brussels
SPEgress
BrEgress
BrIngress
SPIngress
x81000+31 30 8637-1000
x51000+32 2 7316-1000
000-32-2-7316-1000
+32-2-7316-1000
+32-2-7316-1000
1000
1000
000-32-2-7316-1000
SPTrunking Services
Example: Country Dialing
EMEA Techshare 2009 - 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
SMSM
CM
WAN Pipe
Entity Links
CMo o o
3rd Party PBX
SingleLocation
EMEA Techshare 2009 - The Future Begins
Centralized ApplicationsSIP-ready Avaya applications
SIP
SIP
BranchCM
Thirdparty
Meeting Exchange
SMSMSM
Voice PortalVoice Portal
ModularMessaging
Communication ManagerSIP Feature Server
Avaya Aura Core
EMEA Techshare 2009 - 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
EMEA Techshare 2009 - The Future Begins
CMA1 A2 A3 A4
SM
CM
o o o
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™
EMEA Techshare 2009 - The Future Begins
Avaya Aura CoreSM
SMSM
Rapidly Extending Application FunctionalityCall Sequencing – “Session Mashups”
Joe
INVITE (Orig)
2
INVITE (sip: Kevin K.)1
3INVITE (Orig done)
INVITE (Term)
4INVITE (TermDone)
5
40310
8
403403
9DB
Kevin’sCM
SIP Foundation
CallAnalyzerJoe’s
CMINVITE (Term)
6403
7
Kevin K.
EMEA Techshare 2009
The Future Begins
NDA MaterialConfidential
Mohamed El Hajji
System Engineer – EMEA SP VT Leader
Avaya Aura™Customer Case Engagement
EMEA Techshare 2009
The Future Begins
Avaya Aura™ - A Copernicus Revolution1
Shaping the future for Large CM Networks2
Agenda
The Brand New Customer Case3
Summary4
EMEA Techshare 2009
The Future Begins
Nicolas Copernic
(1473 - 1543)
Avaya Aura™ - A Copernicus Revolution
Avaya Avaya Aura™Aura™ is a is a revolutionrevolution::
The Avaya Architecture is moving from a CM centric ecosystem to a SIP centric topology.
Avaya Avaya Aura™Aura™ is an is an evolutionevolution::Avaya continuous commitment to Customer Investment Protection.
EMEA Techshare 2009
The Future BeginsCompany ABC – Large Avaya Customer
2008 ACM capacities
Inputs
Design Engineering assumptions
Other Assumptions
100K users, IPT + VM, 1600+ locations (with 400 HO)Starting end of CY09
12K H.323 end points /ACM64 PN, 106 CLAN
1,800 users/PN8 CLAN/PN48 H.248 GWs/PN225 users/CLAN6 H.248 GWs/CLAN
7 BHCC/user700K totalN+1 redundancy for PN
Trad. Design outputs
At least *9* ACM for H.323 IP registrationTotal of 72 PNs11K H.323 IP Phones/ACM134 H.248 GWs80K BHCC/Hub1 MM/Hub (can be 2 Hubs)
EMEA Techshare 2009
The Future Begins
S8730 pairACM 5.011K CM licenses
MM
IP VPNIP VPN
Large remote sites
Small remote sites
Medium remote sites 133 sites
PN1 PN86+1 PN48+8 CLAN14 IPSI14 MedPro
6 CLAN for Adjuncts
MAS N+1 + MSS11K seats
1 Dial Plan per ACM
X 9
Avaya 2008 architecture
EMEA Techshare 2009
The Future Begins
●●●
S8730 pairACM 5.011 CM licenses
MM
IP VPN
IP VPN
Large remote sites
Small remotesites
Medium remotesites
133 sites
PN1 PN86+1 PN48+8 CLAN14 IPSI14 MedPro
6 CLAN for Adjuncts
MAS N+1 + MMS11K seats
1 Dial Plan per ACM
Existing CM1
S8730 pairACM 5.011 CM licenses
MM
IP VPN
IP VPN
Large remote sites
Small remotesites
Medium remotesites
133 sites
PN1 PN86+1 PN48+8 CLAN14 IPSI14 MedPro
6 CLAN for Adjuncts
MAS N+1 + MMS11K seats
1 Dial Plan per ACM
Existing CM n
SP Certified SIP trunk
May ‘09
SessionManager
SessionManager
SessionManager
Normalized SIP
Avaya Aura™ Alternate architecture
EMEA Techshare 2009
The Future Begins
●●●
S8730 pairACM 5.011 CM licenses
MM
IP VPN
IP VPN
Large remote sites
Small remotesites
Medium remotesites
133 sites
PN1 PN86+1 PN48+8 CLAN14 IPSI14 MedPro
6 CLAN for Adjuncts
MAS N+1 + MMS11K seats
1 Dial Plan per ACM
Existing CM1
S8730 pairACM 5.011 CM licenses
MM
IP VPN
IP VPN
Large remote sites
Small remotesites
Medium remotesites
133 sites
PN1 PN86+1 PN48+8 CLAN14 IPSI14 MedPro
6 CLAN for Adjuncts
MAS N+1 + MMS11K seats
1 Dial Plan per ACM
Existing CM n
SP Certified SIP trunk
Nov. ’09 and beyond
o o o o o o
CMServers
MMServer
SIP/ASServer
SessionManager
SessionManager
SessionManager
Normalized SIP
1 MM system
CM will supportup to 18 000 users/server
6 CM servers
3 SM + 3 Syst. Mgr
Avaya Aura™ Alternate architecture
EMEA Techshare 2009
The Future BeginsThe 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 users9 CM servers
1 MM system
96xx series SIP phones
EMEA Techshare 2009
The Future BeginsThe Brand New Customer Case
EMEA Techshare 2009
The Future BeginsAvaya 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 * 50000
1 single MM system
MM will support 40K Voicemail CY09 MM is expected to reach 100K Voicemail
CY10
CM
CM standard supports up to 18K 9 CM instances are required to
support 150K users Basic Telephony Server ?
EMEA Techshare 2009
The Future BeginsAvaya Aura™ Panorama View
Avaya SMAvaya SM
TelefonieCM
SessionManager
Avaya Aura™ Core
SessionManager
SessionManager
Applications Platform TelephonyServer
Service Providers
AuraCommunication
Manager
Applications Platform
Open SIP Access
Open SIP Control Interface
Open HTTP / SOA Entry Point
EMEA Techshare 2009
The Future Begins
Feat
ures
Avaya Aura™: Welcome to the future
Avaya Aura TM
