ENUM in Austria 43 Lessons Learned

1
ENUM in Austria (43)Lessons Learned some
Ideas

• Robert Schischka
• schisch_at_enum.at
• ENUM Day
• Dublin, Nov. 28th 2007

2
Agenda

• Moving from trial to production
• Status ENUM in 43
• Is ENUM a product
• How to stimulate User-ENUM

3
Lessons Learned 1/3

• Technical problems are usually easy to solve
• Organizational and legal problems are challenging
  
• Validation is one of the most important issues
• Process design must not rely on cooperative
  carries unless you are in the position to force
  them ?
• ? thats why we have this complex VE modell

4
Lessons Learned 2/3

• well defined and stable rules are key for market
  development
• smaller service providers, comming from the ISP
  perspective are more likely to adopt
  ENUM-Services . than those making money by
  termination fees
• Key factor for success is the availability of
  open VoIP product
• stimulate demand for PBX-Integration etc.?
  Rebuilding a PSTN-style service on
  IP- Technology will not help

5
Lessons Learned 3/3

• Trials do not necessarily trigger product
  development
• RD guys are not necessarily involed in product
  definition, marketing, etc. ? take care to
  whom you are talking during a trial phase and
  try to assure that real world product managers
  are involved early

6
History of ENUM in Austria

• Summer 2002 Trial initiated
• Dec 2004 enum.at founded, production registry
  opened
• May 2005 "ENUM" numbers 43 780 available
• (March 2006 IENUM wins 353 bid)
• June 2006 infrastructure ENUM trial started

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Registrars

• larges telcos hesitate to join
• small / medium ISPs offering VoIP are more
  flexible and willing to use different revenue
  models
• selling broad band access and not call minutes
• Integrated telephony solutions (IP-centrex) with
  ENUM-support for small/medium enterprise
  customers
• Agressive low-price mobile operator offers
  VoIP-Service based on 0780-numbers
• Local BB-Initiative in Carinthia joined in April
  07

8
ENUM domain statistics

• 7859 numbers as of 31.10.2007

43 has an OPEN numbering plan 35.000 users
9
PBX-Integration

• Reuse of existing hardware
• No new devices needed
• No change in user experience

sipoffice_at_enum.at
PBX
PSTN
43 1 5056416
10
User ENUM

• Is more a feature than a product
• Needs quite a lot of explanation
• Could be offered stand alone. but is usually not
  of great use for average enduser as a standalone
  product

• ?Turbocharger for VoIP

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ENUM is part of a solution
12
what customers really want
13
and what they sometimes get
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Critical factors for success

• ENUM Domains as part of standard VoIP offers
• eg. for connecting branch offices
• Products with out of the box ENUM features
• PBX (eg. Innovaphone)
• IP-Phones (eg. SNOM)
• Terminaladapters (eg. AVM Fritz Box)
• Asterisk, SER,

15
Other ENUM flavours

• Infrastructure ENUM
• Carrier / number range holder in charge
• standardization still ongoing
• terms conditions for peering agreement can be
  defined between carriers
• no direct benefit to end user
• Private ENUM
• ENUM in closed environments

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ENUM at a glance
infra ENUM
publishes
queries
Carrier A
Carrier B
Call setup Infrastructure ENUM
User ENUM
publishes
Queries
PBX User A
PBX User B
Call setup User-ENUM
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Business Models for existing Registrars

• Up-selling for access customers to foster
  customer retention / loyalty
• Bundling DSL with ENUM-enabled soft-PBX
• Upgrading legacy-PBX systems with Asterisk
• Beeing different we are the good guys
• Independent VoIP accounts using 43 780
• no real business model (yet) for mobile numbers
  -/ (Instant Messaging vs. SMS?)

18
VoIP market

• numerous VoIP products around
• open and independent accounts, TDM-replacements,
  proprietary solutions
• average user will not understand product features
• to communicate the USER-advantage of ENUM enabled
  VoIP-solutions is key
• "free calls over the Internet"
• Internet calling Internet ?no need for PSTN

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ENUM Federation - Motivation

• ENUM is a complicated technology
• Only geeks know what it can be used for
• Products that use ENUM are hard to identify for
  end users
• VoIP can mean a lot of things
• People want solutions, not technology
• Remember the turbo charger

20
ENUM Federation - Mission

• Make ENUM-based products easily recognizeable
  (and desireable!) for the end user
• Define characteristics of such products
• Establish a brand
• Promote those solutions

21
ENUM Federation 1st product identity

• free your voip
• Identifies VoIP products where
• accounts are openly reachable via (user) ENUM..
• And where accounts can reach other ENUM-enabled
  accounts
• Both for free
• (if this logo is on my phone, i can talk to
  others that have that logo on their phone for
  free..)
• Community building

22
ENUM Federation work plan

• Create identity (logo, brand, etc.)
• Define product characteristics
• Establish identity for product type
• Promote
• Supervise identity material usage
• (create more product types, start over..)

23
ENUM Federation admin setup

• Members (user) ENUM tier 1 / registries
• Currently commited Ireland (353), Czech
  Republic (420), Austria (43)
• Broad interest from other registries
• Identity users vendors (esp. Tier 2 /
  registrars)
• Current plan Association under Czech law
• Non for profit
• Non-registry biased (oh no, not the Austrians
  again!)

24
ENUM Federation questions / contact

• Soon
• www.enumfederation.org
• www.freeyourvoip.org
• Until then
• alexander.mayrhofer_at_enum.at
• robert.schischka_at_enum.at

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Goals

• Boost attractiveness of open VoIP solutions
• Pinpoint and communicate benefits to the
  customers (users)
• Raise customer demand for such solutions
• Increase number of installations
• As only a network effect will sell User-ENUM in
  the long run

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How do we like to achieve this?

• Marketing-Support for Providers of open,
  ENUM-enabled solutions
• Create a trademark for product features
  Kommunikation dieser Marke
• Directory of suppliers
• International consortium
• Ireland, Czech Republic, Austria
• Netherlands, UK and Germany are interested

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free your voip

• Logo
• ENUM-enabled Products and services
• Make it easy to select right product
• Related examples WiFi, Bluetooth, RSS icon,
  intel inside
• Tagline
• "free your VoIP" for VoIP/ENUM accounts

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"free your voip" - requirements

• Reachable for incoming calls via ENUM
• Open reachable SIP-Account
• ENUM-Domain (e164.arpa) for number Rufnummer with
  SIP-entry in ENUM
• ENUM for outgoing calls
• all-call-query
• Calls which an be terminated directly on IP using
  ENUM are free of charge ( not charged by call
  minutes or data volume basic monthly fees may
  apply)

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• Thanks for your attention!
• Questions?
• enum.at GmbH
• robert.schischka_at_enum.at