Strategic Path Editorial
March 2007, Gavin Jones, the CEO of BTAS talks to Strategic Path. The full transcript of the interview titled "On the road to IP" is published on this page.
Strategic Path: Why do IP deployments run into trouble? What new stresses does VoIP place on the network?
Gavin Jones: Firstly, in my opinion an IP deployment should not run into trouble – providing it is well designed and scoped taking into account all aspects of infrastructure and business needs of the organisation then subsequently implemented well. I do see however a tendency to underestimate the complexity of voice and the need to address all end user requirements.
IP should not be rolled out unless the backbone network is capable of running voice and data, which requires a switch network supporting Power over Ethernet (PoE), Quality of Service (QoS), adequate bandwidth and security. We have assessment tools that simulate and measure the quality of voice traffic across a live network. This assessment must be carried out before actual voice traffic is added to the client’s network.
Ultimately if the network is well designed there will be no stresses – the issues may then stem from end user expectations.
A critical success factor for any new solution deployment touching every user, is the management of their expectations in understanding the legacy environment, their future needs and aligning these with individual user profiles.
SP: In your opinion are companies suitably aware of the benefits of moving from legacy PABX systems to IP-based systems?
Gavin Jones: There has been plenty of positive talk that has raised the awareness of the benefits of moving to IP and we have seen this increase significantly over the last couple of years.
I still see an under appreciation of the productivity improvements from the myriad of advanced applications that are now available. Applications that allow collaborative working between key teams, both internal and external from the company, from anywhere, using the most appropriate device will greatly enhance team efficiency and make the cost saving elements seem trivial. Many companies still only focus on what cost savings are available. However, the productivity and efficiency gains the applications allow make IP much more attractive.
Many organisations also have difficulty estimating ROI to justify expenditure. The typical desktop total cost of ownership models are over simplistic and don’t fit a complex IP rollout.
SP: How can companies migrate from a legacy system with minimum downtime? How important is it to your clients to avoid downtime, particularly in the call centre?
Gavin Jones: In my experience there should really be no downtime when migrating from a legacy system to IP providing it is done correctly. Getting “dial tone” is the easy part. The key is managing user expectations and ensuring the right features and facilities are available on day one. Avoiding downtime is about having a thorough understanding of the legacy system, a pre-testing stage and then transitioning across to the new infrastructure after thorough preparation and planning.
A well-designed network once in place should expect close to zero downtime due to network or application failure.
SP: What should be done at the planning stage to ensure a good rollout?
Gavin Jones: The planning stage is vital in ensuring a successful implementation with no downtime. A thorough understanding is needed of the business drivers surrounding the project in the first instance.
This needs to be followed by a thorough discovery process of what telephony features and facilities are currently deployed throughout the enterprise, and includes a detailed and intimate knowledge of user needs to ensure their expectations are met. In addition to knowing what is required the importance of education should not be underestimated.
Voice Infrastructures have evolved over a number of years and there is generally very little understanding of which features and facilities are currently being used and by whom. Therefore a systematic facility audit is an essential step in the planning process. Only by understanding where the customer is coming from – and going to – can you plan a truly successful transition.
SP: Is it enough to know all about IP, or must you understand what the legacy systems offer as well?
Gavin Jones: Yes, you must have an in-depth knowledge of legacy systems. Additionally, understanding the user needs and functionality as well as the new infrastructure is vital to ensure it meets both the business and user expectations to avoid disappointment from day one.
Many organisations have a mixed vendor infrastructure adding to the complexity of a project as different vendors have different functionality and ultimately different ways of doing things. Also, some same name features may not be the same on another vendors’ PABX.
There are upwards of 500 different features and facilities with users selecting a unique few to perform their individual roles within the organisation. These need to be understood and extracted prior to migration to ensure they are included with the new solution.
SP: After rollout, how long do your clients typically need your support to ensure ROI?
Gavin Jones: Return on Investment (ROI) models differ from company to company. While there is no hard and fast rule companies should be able to look to achieve returns between 18 and 36 months depending on the applications deployed.
Companies should also factor in the productivity and efficient gains they get from the applications deployed over an IP network when calculating ROI. For example, adding collaboration and mobility applications makes staff more productive. In this case returns can be greatly accelerated.
SP: How important is Session Initiation Protocol (SIP) as an emerging standard? Some say SIP-based technology is too expensive. What’s your response?
Gavin Jones: SIP is a protocol that gives customers choice, convenience and flexibility. Open standards are extremely important and organisations are becoming less inclined to purchase proprietary solutions.
For example, companies will be looking at how they can integrate to carrier networks, end user devices, applications and other components of their network. Companies will spend the money if it makes business sense for them and their needs. SIP will provide them with choice, flexibility and ultimately a lower cost of ownership.
SP: How does adding voice data change network security?
Gavin Jones: Security is paramount regardless of whether your network is carrying just data or voice and data. The reality is that adding voice not only increases the exposure to network security but it also magnifies the impact of a security breach.
Vendors are continuing to improve in the area of security with encryption of data and secure access points. They are all at various stages of development. Our relationship with a number of vendors ensures we are aware of the strengths and weaknesses in this area and can cater for customers accordingly.
SP: Do you envision a time when PBX will no longer exist? What circumstances would lead to that eventuality?
Gavin Jones: The PABX has traditionally been predominantly a hardware-based product. It has been transitioning for sometime to more software based and hardware independent. So as a software application, it will always exist alongside other business-critical applications like your accounting, CRM, inventory and database applications.
What I see changing is the way we purchase the communications server and how we use it. The “PBX” for want of a better term will do more than just direct and manage calls – it will also form a foundation to run applications across this network to spark productivity and efficiency gains.
Having said that, legacy PABX systems will be around for as long as they adequately satisfy the basic telephony needs of an organisation and there are service organisations with the skills and spare parts to support them. After all, today we are still supporting PABX systems that were originally developed and installed as far back as the 1980s!
SP: What’s your strategy for encouraging Enterprises’ to invest in IP? e.g. packaging service offerings?
Gavin Jones: As with all investments Enterprises will migrate to IP when it makes sense for them. Here at BTAS we strive to do the transition when it is the right time for the client. Until then, we will continue to service our users legacy equipment until they are ready to move.
There are three key considerations here:
- Above all there should be a business case to ensure there is a fundamental business driver for the change.
- Also, they should consider the requirements of each individual user, ensuring their needs are met so that they benefit from the productivity and efficiency gains.
- Finally, they need to consider what the best solution to fit these needs is.
Generally companies will consider the first point and perhaps the second only to find a partner who is locked into one solution and will try to make that solution fit the company. Being totally independent with expertise with a number of different solutions means we can realistically offer all three points to ensure a successful transition.
We have seen a high uptake of managed services in the area of IP Telephony and associated applications due to the removal of large Capital investments, the flexibility of managing what they choose to manage along with a reduced TCO.
SP: Finally, what does the future hold for BTAS? What strategic decisions will you be taking to market in the next 12 months?
Gavin Jones: Strategically we will continue to enhance our knowledge and expertise in converged networks, voice over wireless LAN, enabling mobility solutions, Contact Centres and security. With this foundation we will continue to work with customers to find the right solution to fit in with their needs offering choice and flexibility.
We will continue to offer and package our services to suit end user organisations, carriers, outsourcers and other strategic partners in leveraging our knowledge and experience as an integrator within the converged marketplace.
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