Migrating from Centrex to an all IP based Communications System Case Study: The San Francisco Giants Bernard Gutnick Senior Director May 5, 2010

Migrating from Centrex to an all IP based Communications System

Case Study: The San Francisco Giants

Bernard Gutnick

Senior Director May 5, 2010

© 2009 ShoreTel, Inc. All rights reserved worldwide.

Agenda

• Industry Trends

• Selection and Deployment Game Plan

• Making the right selection

• Implementation considerations

• Impact on infrastructure

• Case Study: San Francisco Giants at AT&T Park

• Solutions for Migrating to all IP

• Summary and Conclusion

© 2009 ShoreTel, Inc. All rights reserved worldwide. 3

Ext

ensi

on

Lin

es (

K)

Year

Worldwide IP AdoptionEnterprise Telephony Equipment Extension Line Shipments, Worldwide, 2006-2013

‘05-‘09

26%

‘09-‘12CAGR

34%

44.4 43.1 41.1 38.1 34.229.6

25.321.3

9.6 14.3 17.8 22.7 29.3 36.9 44.5 51.7

5457.4 58.9 60.8

63.566.4

69.873.1

0

20

40

60

80

2005 2006 2007 2008 2009 2010 2011 2012

Note: Market projections based on July 2008 view of the market; not adjusted for economic downturnSource: Gartner, July 2008: Forecast Enterprise Telephony Equipment Worldwide 2003-2012

Rapid Decline in TDM and Rise in IP 77 % of all enterprise line shipments will be IP based by 2012

TDM

IP

16%31%

SMB

Ent

21%32%Overall

-13%-5%

-18%-9%

SMB

Ent

-15%-6%Overall

3


An Actual Legacy Deployment

4


An actual Avaya IP Office deployment – not made up!

5



Source Data: Ferris Research, Inc., Wainhouse Research, Nemertes Research, Alinean Research, The Tolly Group

VoIP is Dramatically Reducing Costs

10-year analysis based on standard large enterprise configuration:

1,500 users across 3 sites

7

0

5

10

15

20

25

30

$M

7

AvayaMitel CiscoMicrosoftShoreTel

Implementation and training

Capital cost for network upgrade

Capital cost for telephony system

TDM

$14.76$14.02

$19.79$19.80

$6.86

$26.65

Long distance charges

Network costs

Electricity consumption

System management, MACs, downtime

Support services


UC Implementation Readiness – Step 1: Evaluate Existing Network Equipment

Factors Considerations

Throughput The required bandwidth depends on your estimated number of simultaneous calls and your system configurations.

Network Latency

Latency is the time it takes for a sound to reach the listener. It can be impacted by network equipment, slow links, congestion, and other factors. No more than 100ms is the target.

Packet Jitter

Jitter is the difference in latency between voice packets or the difference in the time between the arrival of packets. Jitter should be minimized by engineering the capacity and QOS mechanisms.

Packet Loss

Packet Loss is the networks reliability measure . When voice packets are lost, there are gaps in conversation. Networks need less than 1% packet loss.

Maintain autonomy between network equipment and unified communications applications decisions


Step 2: Evaluate Solutions to Meet Requirements

Requirements Vendor A Vendor B Vendor C

Users

Administrators

Developers

Contact Center Agents, Managers and and Administrators

Focus on Who Understands and Addresses Your Employee’s Unique Requirements


Step 3: Perform Thorough Evaluations By Your Users

Factors Considerations

Insist On Onsite Demos

Have solution providers bring proposed solution to your office and see how easy it is to set up

Focus on User Feedback

Insist on having a variety of users evaluate the systems for several days.

Gather User Feedback

Ask your users which system makes it easier for them to do their job compared to existing systems

Don’t Accept Excuses

Don’t consider solutions if vendors can’t set up solutions up for you. Your implementation wont be any easier.

Case Study: San Francisco GiantsMigrating from IP Centrex to VoIP


Case Study: San Francisco Giants at AT&T Park

• Leading adopter of technologies for serving customers

• WIFI in ballpark since 2004 - One of largest WIFI spots in North America

• State-of-the-art HD screens

• Focus on customer service

• Serves 41,503 customers per game

• 68 luxury suites with unique services

• 6,700 club seats


Case Study: San Francisco Giants at AT&T Park

• Home of the San Francisco Giants

• Trivia: The Giants have the record for winning the most games in the historyof baseball since 1883

1984 Baseball Almanac


San Francisco Giants and Unified Communications:Communication Requirements

• 450+ phones throughout ball park and off-site facilities

• Training facility in Scottsville, AZ

• Club house and bullpen

• Management offices

• Customer relationship management

• Contact center – custom application integration

• Diverse employee requirements

• Coaches and mobile employees

• Customer service representatives


San Francisco Giants and Unified Communications:Business Goals for Evaluating a UC Solution

• Reduce telecommunications costs

• Streamline communications and meet mobile requirements throughout the ball park and off-site facilities

• Accommodate business process integration requirements

• Enhance customer service and sales efficiency

• Implement an easy-to-use and manage UC system that is scalable and reliable

• Increase overall energy efficiency


San Francisco Giants and Unified CommunicationsDefining Requirements and Evaluating Solutions

• Process undertook for defining requirements

• Surveyed users

• Thoroughly analyzed solutions from major vendors

• Compared solutions based on reliability, scalability, survivability, ease of management, productivity and mobility

• Conducted complete due diligence on vendors and customers

• Reasons ShoreTel was selected

• Brilliantly simple, reduced complexity

• Lower total cost of ownership

• Open and easy to integrate with existing custom applications

• Total commitment to customer satisfaction


San Francisco Giants and Unified Communications:Results from their First Season

• Significant reduction in telecom and systems management costs

• Saving more than $300,000 dollars/year on line and management costs

• Improved fan experience with custom phones in suites

• Improved customer service with integrated businesses processes

• Sales reps quickly retrieves customer information, enables effective conversations, resulting in world-class customer service

• Emergency notification enables rapid response to emergencies

• Reduced energy costs with a goal of achieving the “greenest” ball park in the country


ShoreTel Overview

• Founded in 1996 with superior technology designed from a clean sheet of paper in 1996

• Headquarters in Sunnyvale, California with offices in Austin, Texas, UK, Germany, Spain, Australia, Singapore and Hong Kong

• No debt, positive cash flow

18


Over 750 Global Resellers in 35 Countries

19

National Large

Regional / Local International


More than 15,000 customers across all industries

20 20


Businesses Rate ShoreTel Highest in All Categories Highest Overall Rating for 6 Consecutive Years

2009 Nemertes Research PilotHouse Study of 1,393 Businesses


Customer satisfaction is our mission

50

55

60

65

70

75

80

85

90

95

Baseline Q3-05 Q4-05 Q1-06 Q2-06 Q3-06 Q4-06 Q1-07 Q2-07 Q3-07 Q4-07 Q1-08 Q2-08 Q3-08 Q4-08 Q1-09 Q2-09 Q3-09 Q4-09

Strict Rules for Serious Results• 4-point scale• Conducted by third party• All results included• Everyone is measured—partners and employees alike

0-

Ran

king

World Class


Simple, effective philosophy

23

Obsessively driven to deliver the best customer experience RAVING FANS GIVE HIGHEST SATISFACTION RATINGS

Making innovation truly workPURPOSE-BUILT FOR THE POWER OF IP

A straightforward approach to everythingCOMMITTED TO VALUE WITH RAPID ROI FOR CUSTOMERS


The Opportunity with VoIP Solutions

24

EASY TODEPLOY

EASY TO

LEARN

EASY TOUSE

EASY TOMANAGE

EASY TOSCALE


Look For Solutions Serving Centrex Requirements

• Built from the ground up for IP,

• Distributed architecture makes it easy to deploy and scale

• Easily managed from anywhere with browser-based interface

• Applications are distributed and run from anywhere in the system

• Open platform for business agility, integrating enterprise applications, third-party phones and even other UC/UM platforms


Expect Centrex Grade Availability

• 99.999 percent (five-nines) availability for mission critical communications

• Reliability is inherently built into the system using flash drive technology

• In the event of a WAN failure, switches continue to work independently

• In the event of a switch failure, n+1redundancy ensures it rolls over to anavailable switch on the network


Taking the First Step From Centrex to VoiP

Distributed call control software

• Single, unified system – management ease

• Reliable, stand-alone services in all locations

• N+1 redundancy built into architecture

Rich software applications

• Unified messaging and auto-attendant

• Contact Center and IVR

• IM, audio, & Web conferencing


Plan for Decentralized Appliances

Migration to reliable voice switches

• Modular design that’s easy to scale

• Call control, messaging, auto-attendant

• Flexible modules selected by capacity

28


Empower Employees with IP Phones

IP Phones – Similar to Centrex

• The latest ergonomic designs

• Superior sound quality

• Models for all user needs and types


Provide Users with Desktop Applications

Call Manager

• Users come up to speed quickly

• Extend voice to video & IM

• Move from 4 digit to 0 digit dialing

• Raise productivity & efficiency


Take Back System Management

• Everything can managed from a single, browser-based interface

• Intuitive administration

• Requires minimal training

• Needs fewer IT resources

31

ShoreTelUC Platform

ShoreTelIP Phones

ShoreTelSystem Management

ShoreTelServices

ShoreTelUser Applications

ShoreTelOpen Integration


Integrate Your Business Applications

• Enterprise applications seamlessly integrate into the system

• Out-of-the-box implementation

• User productivity & efficiency greatly enhanced

• Open API for custom integrations

32

ShoreTelUC Platform

ShoreTelIP Phones

ShoreTelSystem Management

ShoreTelServices

ShoreTelUser Applications

ShoreTelOpen Integration


What we learned…

• Successful requirements gathering must include user involvement

• Reducing Centrex telecom expenses can be a reality

• Brilliantly simple solutions lead to higher user adoption

• This combination will makes the IT team happy

• Migrating from Centrex will make you a hero in your company

Documents

Migrating from Centrex to an all IP based Communications System Case Study: The San Francisco Giants Bernard Gutnick Senior Director May 5, 2010