Delivery to VoIP QoS Tools

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Dec 12, 2013 (3 years and 11 months ago)

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Delivery to VoIP QoS Tools

Business Model

Business as usual
-

what we do today;
just a new market


Deliver call details to Companies that build Call Recorders


Deliver call details to Companies that build VoIP QoS Tools


What is VoIP QoS?

QoS = Quality of Service


Monitors the health of VoIP Networks



MOS scores/R factor (voice quality)


Jitter


Call set up analysis; delays


Packet Loss, corrupt packets


Network bandwidth statistics


Our Product Proposal


We decode the signaling and pass up call information



Our customers interpret information and build full
application with user interface and analytics

Avaya

Nortel

Intertel

Ericsson

Siemens

SIP

H.323

Understanding the VoIP QoS Market




It is really the Network Management Market (IT)



Add tools that monitor VoIP




12 billion dollar market world
-
wide (Frost & Sullivan)

VoIP QoS Market


Type 1


Service
-
level management (SLM)


Business service management (BSM)


Service Level Agreement (SLA)


Comprises 37% of network monitoring sales (
3.5 billion)


The ability to monitor VoIP QoS relative to what the carrier
promised.

Carriers


track their own records to monitor the service they deliver



Vonage, Verizon, Comcast, at&t etc….

Enterprise


monitor their SIP trunks making sure carriers deliver what
they promised



VoIP QoS Market


Type 2

End User Experience Management



Expects a 72% growth from 2007 to 2008 with total
expected sales of
$300,000 million
(Frost and Sullivan)


Monitor VoIP QoS relative to the caller experience from
“cradle to grave



Ability to monitor QoS on the local network;




“The Proprietary PBX”

Target Market

Generally speaking;



Most companies first created network monitoring tools


Packet loss


Switch health


Network collisions


Network bandwidth


Now include VoIP analysis

Our Target Market

Companies that develop VoIP QoS tools with product
offerings for the
enterprise market



Why not carrier market? Or SLA/BSM?


These are typically standard VoIP protocols such as SIP/H.323/MGCP


which they already support


Our value is our ability to decode proprietary protocols



Our vision is to enable VoIP QoS
applications monitor proprietary
telephone networks

Our Value


We decode proprietary telephone signaling so they don’t
have to



Get call information directly from the network; not the
PBX


No CTI link required


Monitor actual calls; not artificially generated calls (more later)



No equipment costs



No specialized application development or engineers


Our Current HPX Product Offering


SmartWORKS API


Consistent development across multiple PBX vendors



Changes to call state (alerting/connected); time stamp



Call Meta data


Caller/Called numbers, extension (when avail), call duration, IP
addresses/ports of all endpoints (signaling/media)



Forwarding of RTP


To their services for voice quality analysis (we can add later)


Our Call recording/playback services



RTCP analysis


Statistics
-

Today


VoIP Protocol


Packets out of order


Checksum error


Total packet count


Dropped segment


UDP checksum



Station (Phone) Statistics


Total count of inbound & outbound calls


Call duration; avg


Total calls rejected, abandoned, connected

Potential Customers


NetQoS



VoIP Monitoring Tool
(private company
-

increased
revenues by 671 percent from 2003 to 2007, $30
-
50m sales; 2,744 hits/day)


Cisco Unified
CallManager

4.2 or later


Gateways running SIP, MGCP, and H.323


NetIQ


AppManager

for VoIP
(NTIQ ~ $200m sales,

3,000 hits per day)


Avaya, Cisco, Nortel, Microsoft OCS


Network Instruments
(private company, saw five years of 25%
growth, 07
-
08 saw 47% growth; also manufactures hardware taps;
1,700/day)


Cisco, Avaya, Nortel,
Mitel


Gateways running SIP, MGCP, and H.323


SolarWinds



Orion VoIP Monitoring
(private company, 10
years old, over 1,000,000 customers; 9,600 hits/day)


Any PBX vendor; however limited to Cisco SLA knowledge

Moving Forward


I have a list of 75+ companies



All are qualified leads


offer enterprise QoS solution





Everything you need know about VoIP QoS






in order to get the job done

Current Technology

While 45% of organizations surveyed had already implemented
VoIP, only 32% felt that they could properly monitor VoIP
performance (Network Instruments)


Agenda:



Overview of technology available today



Understand limitations



Value Added Services



Typical Business

To carrier; SIP Trunk

SIP

VPN
-

Tunnel

Proprietary Signaling
between PBX and phone

What can most tools see? (type 1)

To carrier SIP Trunk

SIP

VPN
-

Tunnel

VoIP QoS
Monitoring

Terminal/Edge Devices




Penetrating the Enterprise (Type 2)

1.
Monitor SNMP / MIBs


2.
Use SLA enabled devices


3.
Passive

1.
PBX Integration

2.
Decode VoIP Packets (SIP/H.323/MGCP)



4.
Emerging Trend


decode proprietary

SNMP/MIBs


Resulting Metrics


Monitor health of network equipment (servers)


CPU


Disk space




SNMP/MIBs


Resulting Metrics


Monitor health of network equipment (servers)


CPU


Disk space




Limitations


Nothing about call signaling path


No call detail (CDR) information


Each vendor enables different SNMP messages, proprietary messages


Useful for monitoring health of network equipment, but not actual call


SLA Enabled Devices

SLA


Service Level Agreements

Network switches; generates artificial calls


Resulting Metrics


Transport delays across network
-

jitter


RTP Packet loss; MOS scores


Call Setup delay

SLA enabled
Switch

SLA enabled
Switch

SLA enabled
Switch

PBX

SLA “Calls”

Actual
customer calls

SLA Enabled Devices

SLA


Service Level Agreements

Network switches; generates simulated calls




Limitations


Requires support of SLA enabled devices (Cisco)


Strains network bandwidth


Selective information


miss peak call analysis


Artificially generated, no data analysis of actual calls


No view of PBX (not an SLA enabled device)


No view of real protocol


different call setup procedures


Unanswered Questions

Is poor call quality impacting the customer experience?


Are abandoned calls the direct result of network problems?


Why do calls from a specific area code or agent sound
choppy?


Why doesn’t my agent get a dial tone?


How can I replay or regenerate a specific call to

resolve a complaint?


Unanswered Questions

Is poor call quality impacting the customer experience?


Are abandoned calls the direct result of network problems?


Why do calls from a specific area code sound choppy?


Why doesn’t my agent get a dial tone?


How can I replay or regenerate a specific call to

resolve a complaint?


Customer Experience Analytics


-
OR
-


Measuring the ROI of the VoIP Installation


Real Feature Requests

“I have not been able to find anything that will monitor
Avaya in real time, hopefully the VOIP Module will do
this in a future release.


posted 11/07”


“In 2008, our goal is to collect Avaya specific phone/VoIP data that is
available via SNMP.


All IP SLA data will still be collected by the
Cisco routers.


“There are times where we have a customer who can’t dial
a certain number, or has call quality issues to a certain
area code, and it would be nice to just grab that
information ….”

Emerging PBX Integration


Limited view of entire network


Only receive information about “bad” calls


Limited by what PBX vendor exposes via API



Difficult installation


Troubleshooting headache



Cost


API is free


Certification is expensive, time consuming

Emerging Decoding Protocols


Resulting Metrics

Of actual customer calls


Call set up delay; delay to hear dial
-
tone or connect


Call re
-
creation


Call playback


Voice quality; tag problems in real time


Packet priority errors (network configuration problems)


Visibility of actual VoIP endpoints (PBX, phone, and Caller ID)


Phone re
-
setting


PBX not sending ACKs


Monitor burst activity


Analysis

Many advertise proprietary PBX support:

Actually they;


Monitor MIBs/SNMP of proprietary hardware which allow
insight to health of server


Show call flow of calls generated by SLA tools


A few actually decode proprietary protocols

I have seen;



Cisco, Avaya, Nortel, Mitel


(Network Instruments)


But nothing else;



Siemens, Alcatel, Aastra
-
Matra…..




Product Proposal

Using HPX decode proprietary call information and deliver
essential data to VoIP QoS monitoring tools:

Here is what we can deliver via HPX:


Call Set Up analysis; time to call setup (lag to dial tone)


Playback of audio/video (NGP)


Call detail records; so QoS tool can build historical information


Ability to re
-
create call scenario


Call identifiers; network call ref, extension, DNIS, CallerID, area code,
agent ID, etc


Call failures and cause


Total VoIP packets TCP/IP and UDP


Re
-
transmitted packets





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