Global Carrier Open Source Case Study: How Primus Canada Easily, Economically Built A Popular New Se

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Global Carrier Open Source Case Study How
Primus Canada Easily, Economically Built A
Popular New ServiceUsing www.SIPdev.org

• June 11, 2008

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Matt SteinVice President of New Technology and
Services Primus Canada
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About Primus Canada

• Division of global carrier Primus
  Telecommunications
• Broad selection of consumer business telecom
  services
• Long Distance Local Phone Service,
  TalkBroadband (VoIP), Wireless Internet
  services
• 1 million customers
• 46 Points of Presence
• National Backbone

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Our IP Cornerstone VoIP Subscribers
Applications

• We differentiate grow by creating our own
  services in-house
• Rich, innovation-friendly service creation
  environment scalable SPD are essential
• Services must be future-proof, supporting
  national scale IMS migration
• Open source approaches attractive, but the
  popular solution didnt allow us to either create
  or scale
• Our in-house developers seek to simplify new
  service initiatives
• Sharply decrease development cycle lengths
  investments, eliminate risks of abandoned
  initiatives
• Minimize need for advanced programming protocol
  expertise
• Leverage our proven component interoperability

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The Telemarketing Guard Concept

• Do not call list does not yet exist in Canada
• Even when it does DNC requires compliance
• Customers were increasingly disturbed by
  interruptions from telemarketers
• Market study showed telemarketing to be most
  annoying aspect to phone service
• Needed to help all Primus business residential
  customers to identify and control escalating
  telemarketing calls

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Telemarketing Guard

• Automatically identifies intercepts suspected
  frequent, mass telemarketing calls.
• Telemarketers can provide their name or purpose
  for their call
• Subscribers phone will ring and, if answered,
  will alert subscriber to intercepted a call
  play the callers recorded message
• Allows subscriber to decide to answer phone with
  knowledge of potential telemarketer
• Subscriber can then
• Take the call but then use 44 to block the
  caller from future calls
• Send the caller directly to voicemail
• Reject the call by using a keypad entry or by
  hanging up the phone Send the current call all
  future calls from the originator to voice mail.

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Telemarketing Guard

• User Interface
• IVR
• Web Portal
• Decision and reporting of telemarketers in the
  hands of consumers
• Rate of calling, time of calling, user reports,
  rate of reports, etc, all incorporated into
  decision that a number is a telemarketer
• Patent pending
• Licensing to other carriers

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Development Decisions

• Because this is an add-on service, revenue goals
  were secondary to customer satisfaction and
  Primus differentiation
• 3rd party custom development of new service
  proved too expensive given our needs
• Considered JAVA-based SDP popular IP PBX Open
  Source technology
• Sharp scale limits to service would be below
  our needs
• Difficult to gauge how many calls we would have
  to address, so needed something from someone we
  could count on to help scale if necessary
• Complexities, line code interfaces lack of
  easy objects required intense in-house prior
  development experience

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Creating Telemarketing Guard

• Had previously deployed Pactolus turnkey
  applications but had no prior familiarity with
  SCE
• SIPdev.org object-based service creation platform
  simplified new service development
• SIPdev.org also provided open source Pactolus
  glue-ware, ie. service framework
• Replaces commercial service connection points
  with open source resources to run the application
  such as
• My SQL Database
• PHP Web Interface from phone service had to
  integrate

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Creating Telemarketing Guard

• Prototype was built running within two weeks
• Initial calls passed in less than 48 hours
• Fully developed in-house significantly below
  initially projected budget
• Now featured as differentiating value-add onto
  every business residential service
• Meeting all scale benchmarks
• Over a million calls screened per month
• Four million calls per week processed and passed
  on
• Customer satisfaction very high
• 65 report less telemarketing calls than before
• 89 report that having Telemarketing Guard would
  be a factor for them in considering changing
  providers

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Ken Osowski, Pactolus
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A Coherent, Flexible Architectural Approach?
1st Gen Open SourceModel

• Built for Development of A Single App IP PBX
• No Separation of Platform from App
• No Telco-Specific Developer Environment or
  Features
• Scale Beyond Enterprise an Afterthought
• High of Walk-Aways
• Monetized via Proprietary Hardware

IP PBX
Proprietary Hardware
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A More Complete, Flexible Scalable Architecture
Telco-Grade Flexibility, Scale, Simplicity
1st Gen Open SourceModel
vs.
Service CreationEnvironment-built Any Application
IP PBX
Scalable Service Delivery Platform
Open Hardware
Proprietary Hardware
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VoIP Open Source Choices 5 Selection Factors

• Scope
• Level of advanced programming skills required
• Protocol experience requirements
• Feature flexibility for ongoing service
  enhancements customization
• Reliability Scale

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VoIP Open Source Choices 5 Selection Factors

• Scope
• Extent of open source IMS applications,
  components, extensions or freely accessible
  developer resources
• Breadth of applications just IP PBX?
• Separate platform vs. all-in-one application?

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VoIP Open Source Choices 5 Selection Factors

• Scope
• Level of advanced programming skills required
• C
• Java
• Simple object interfaces

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VoIP Open Source Choices 5 Selection Factors

• Scope
• Level of advanced programming skills required
• Protocol experience requirements
• SIP, DIAMETER

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VoIP Open Source Choices 5 Selection Factors

• Scope
• Level of advanced programming skills required
• Protocol experience requirements
• Feature flexibility for ongoing service
  enhancements customization
• Some limit post-deployment customization
• Some make post-deployment customization more
  complex or painful
• Changes to software
• Redeployment

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VoIP Open Source Choices 5 Selection Factors

• Scope
• Level of advanced programming skills required
• Protocol experience requirements
• Feature flexibility for ongoing service
  enhancements customization
• Reliability Scale
• Reliable call state depends upon developers
  ability to cluster app servers, create failover
  application logic.
• Failure to scale often an issue
• Commercial proof points essential
• Implementers often forced to invest in multiple
  approaches
• Directly impact success rates and
  completion/launch cycles

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Overview of VoIP Technology Vendors

• Asterisk
• Scope One application
• Programming skills C
• Protocol Expertise if extending the framework
• Feature Flexibility Usability Using complex
  SDK
• Reliability Scale Not carrier-grade
• BEA, Oracle, IBM
• Scope No applications provided
• Programming Skills Java
• Protocol Expertise Required
• Feature Flexibility Usability No SCE w/
  built-in objects
• Reliability Scale Early deployments

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Overview of VoIP Technology Vendors

• Broadsoft
• Scope One application
• Programming Skills Not cutomizable
• Protocol Expertise No
• Feature Flexibility Usability No SCE
• Reliability Scale Systems have scaled up to
  100,000 subscribers or roughly 10,000 sessions

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Overview of VoIP Technology Vendors

• Pactolus
• Scope 8 pre-built customizable applications
• Programming Skills Not required using SCE
• Protocol Expertise Not necessary using SCE
• Feature Flexibility Usability Features can
  be added using SCE or SDK
• Reliability Scale Deployments of up to 50,000
  sessions

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VoIP Open Access/Open Source Technologies

• Vary in scope
• No open source IMS applications, components,
  extensions or freely accessible developer
  resources
• Provide only one application Asterisk - IP PBX
• Can download the platform (or parts of) without
  applications
• BEA, IBM
• Requires advanced programming skills
• Asterisk (C),
• BEA, Oracle, IBM (Java)
• Require protocol experience
• SIP, DIAMETER
• Are difficult to add features to
• Asterisk provides limited customization
• Reliability scale questionable
• Reliable call state depends upon developers
  ability to cluster app servers, create failover
  application logic.
• Failure to scale often an issue
• Commercial proof points spotty
• Implementers often forced to invest in multiple
  approaches

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www.SIPdev.org

• Downloads page with full VoIP/IMS developer
  toolkit
• Service creation environment
• Service deployment platform
• Software-based media server with IVR/Conferencing
  support
• Open source reference applications and tutorials
• Comprehensive documentation
• Over 200 documents available now FAQs, how-to
  articles, etc
• Proven interoperability with wide range of 3rd
  party products
• Best-in-class media servers, SIP gateways, speech
  engines
• Vendor partner links hosting partners,
  integrators, interoperable products
• On-line forum for developer community

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www.SIPdev.org in actionStep 1 add event
handlers for your application
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www.SIPdev.org in actionStep 2 drag-and-drop
building blocks
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www.SIPdev.org in actionStep 3 configure
building blocks
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www.SIPdev.org in actionStep 4 use JavaScript
editor to set application variables, as needed
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www.SIPdev.org in actionStep 5 provision
application into the network
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www.SIPdev.org VoIP Service Creation Delivery
Platform RapidFLEX 6.0

• RapidFLEX SCE enables rapid application
  development
• Best-in-class graphical IDE for VoIP/IMS
  applications
• high level of abstraction for underlying
  protocols, without sacrificing control
• Abstracts media server interface details
• Supports SIPMSML, MGCP, MRCP v2, SIPMSCML
  without modifying application
• Write application once, run on any media server,
  speech server
• High-performance RapidFLEX SDP
• C core scales better than comparable SIP
  Servlet engines in head-to-head testing
• IMS-Compliant application server
• Supports 3GPP ISC interface, Diameter Sh
  interface to HSS
• Plug-in architecture and SDK to allow third-party
  extensions

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www.SIPdev.org Software Availability

• Free availability of RapidFLEX 6.0 Service
  Creation Environment (SCE)
• 120 day evaluation license renewable on request
• Free availability of RapidFLEX 6.0 Service
  Delivery Platform (SDP)
• Includes Application Server, Media Server,
  Element Manager, and Prompt Manager
• License terms
• Commercial entity - 120 day evaluation license
  for 20 sessions
• Educational institution no-cost, unrestricted
  session license
• Open source reference applications
• Audio conferencing for service providers and
  enterprises

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Industry Initiatives SIPdev.org
Asterisk
Pactolus SIPdev.org
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Embracing 3rd Party Developed Applications
3rd Party/Pactolus Professional Services
Developed Applications
Pactolus Developed Turnkey SIPware
IMS Applications
Application Layer
RapidSTART Reference Applications (Open Source)
Built-in Application Objects
XTML Service Logic Execution Environment
Pactolus Service Delivery Platform
High Availability Features
RapidFLEX 6.0 Application Server, Media Server,
SBC
Linux
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The Current Pactolus Commercial Offering
Admin Tools
Service Provider Hosted SIPware Services

• Reservation-less and Event Audio Conferencing
• Prepaid and Post paid Calling Card
• Residential and Business Voice over Broadband
  (VoBB)
• Voice Messaging

SIPware Application Configuration Environment
RapidFLEX Service Delivery Platform
SIP or MGCP
SIP
RapidFLEX System Management Console
RapidFLEX IP Media Server
RapidFLEX Session Border Control Server
RTP
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Pactolus SIPdev.org Offering
Open Sourced RapidSTART Applications For
Service Providers Enterprises
Admin Tools
RapidFLEX Service Delivery Platform
SIP or MGCP
SIP
RapidFLEX System Management Console
RapidFLEX IP Media Server
RapidFLEX Session Border Control Server
RTP
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SIPware Value Added vs. RapidSTART Applications

• Additional Pactolus software supported
• SIPware Application Configuration Environment
• RapidFLEX SDK
• Pactolus defined database schema for
• User authentication data
• CDRs if required
• Brandable Pactolus service web portals
• Integrated Service Provider service partitioning
  model
• Pactolus 7x24 customer support available

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Open source architecture some new products/tools
Current SIPware Application Architecture
Open SourceApplication Architecture
XTML
GUI
XTML
GUI
ComponentFramework(PCS)
JSP
Open SourceWebIntegrationOptions
Component framework (PCS - new)
Java
Java
Oracle
IMAP (GCP)
mySQL
IMAP (UW)
Linux
Linux
Pactolus supplied
Pactolus recommended
Application Developer
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Pactolus Open Initiative SIPdev.org Drive
Opportunity

• First
• Open Source development resource with proven
  scale
• Open Source IMS migration support
• Multi-App Open Source support
• First Commercially-proven platform for Open
  Source development protects against extended
  development cycle lengths, non-productive
  investments, initiative failures
• GUI and object model eliminates
  cross-disciplinary programming requirements C,
  SIP, IMS, database, etc.
• Protects against reliability and scale
  vulnerabilities server clustering, N1
  redundancies built in to protect call states
• Proven component interoperability
• Actively creates ISV Integrator opportunities,
  supports 3rd party models
• Provides Enterprises with unprecedented telco
  domain expertise and industrys first scale

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Follow-up questions?

• Contact us at developer_at_sipdev.org
• Thanks for participating in the Webinar