Lucid Networks Presentation

Gradwell and Lucid Networks
June 2009

VoIP 2009 – Where are we at?

www.gradwell.com | 01225 800 800 | sales@gradwell.com

Who are we?

• We provide hosted Internet services
• Email & website (17k mail, 12k websites)
• Telephone service (51k Numbers)
• Broadband Internet (500 – new)

• Focus on
• Managed services
Internet
• Excellent support backbone
for small
• Micro / small business business

• Glue technology together
• Make it work
• Solve a problem that we have
• Explain how to use it


What are we?

• 10 years old (Incorporated in December 1998)
• A team of 30
• Consistently award winning

• Liked by our customers
• “Best functionality”
• “Customer Service”
• “Save Time”
• “Business Specialists”
• “Technical Skills”


What is your technical inclination?
Averse
17%

Enthusiast
36%

Competent
47%


Recent numbers (June 2009)

Customer base of 18,000
• Repeat billing agreements: 9200
• 140 co-branded partners
• 110 white label partners

>50,000 phone numbers
• Trunk delivery (SIP/IAX) SIP: 6030, IAX: 7800
• Centrex & single line services – 13250 extensions
• 5500 handsets & routers shipped since Nov 2007
Top 3 SME
Regularly handling >5M minutes of calls
VoIP Provider
in & out per month


Distribution

• We sell direct to end customers
• We have a reseller channel of 250 IT consultants
• We sell white label to a handful of the middle-tier Internet
providers (Plusnet, Tiscali)
• We market via the internet, word of mouth and PR

• There are approximately 1 million Micro/Small Business
with broadband in the UK

How big is your company? What is your role in IT?


The VoIP “rules”

+ +

Internet & Open Source rules apply

• Distance isn’t an issue

• Pay for what you use, rather than how long you use it for

• Plug-in “anywhere”

• Banks of features and functionality


Different types of VoIP


Messaging + Talk


Case Study - Gradwell

2002 Leeds
1 number to call

01225 800 800
Peter Gradwell

Tunbridge Wells Bath Stuart Herbert
(Technical
Barrie Millett
(Commercial
Derek Swindell
(Sales
Manager) Manager) Manager)

Gavin
Tom Causer Specialist Admin Staff
Ben Smithurst Lewandowski (1st Line TL B) Support Staff Jamie Ashby
(1st Line TL A)

David Palmer Matt Park
Matt Mackenzie Daniel Warren ? (Logistics)

2008
Paul Thomas (2nd Line) (Resellers)

Brian Tolfree Jake Johnson
Daniel Leech Dean Green Daniek Kirby
(Finance) (Marketing)

26 people working in office Stan Pitchua

Ben Cole
Kieron James
Simon
Cleverley Katie Mackreth

Terri Manning
(Porting)

4 at home Industrial Placement Student
Developersx3


IP Centrex

• “PBX In the Sky”
• Multiple sites, multiple countries

• Small business phone systems

• One phone on each desk

• Each phone has a dedicated number (DDI)

• Call routing is done centrally

• Everyone is on the same “system”


IP Centrex - Gradwell

• Has a “phone number”

• Make and receive calls to PSTN

• It can “look” like a phone

• Works across multiple internet connections


Clever numbers

• A Londoner can have an Edinburgh Phone Number

• Work from your Spanish villa, whilst in Birmingham

• An Englishman in Madrid can call a Chinese distributor
with a US phone number (for free)


Phone numbers

• 00 44 1225 80 0 800

Intl Country Area Telco Customer

• Typically BT will route/transit the calls inbound from
the world to smaller Telcos

• Could buy the service from C&W/Kingston

• Call comes down an ISDN line (SS7 signalling)
into a server and we convert it to VoIP (SIP)


How does it work?
SIP Servers
PSTN to SIP Gateways

Copper
BT Interconnect
Interconnect
Internet

C&W/
Verizon

SIP phone

SIP phones have user
names & passwords and
login to the SIP gateway
SIP phone


Internet connectivity

• ADSL with many hops, or bandwidth management will introduce
latency and jitter

• Jitter is voice packets arriving out of order, so they get dropped

• Upstream bandwidth restrictions will cause people to sound
“underwater”

• Ethernet/WAN/MPLS Networks avoid these problems


Poor quality

• http://myvoipspeed.visualware.com/

• PESQ / MOS Scoring (0 -> 4.4) and Which codec
Premium
• Network Broadband
• Latency >120ms is too high, causes Jitter
• Packet Loss (Routers) and Discards (Jitter Buffers)
• Wireless

• Premium Broadband gives QoS in the network

• A good Router manages the LAN & Upstream

• Large offices, use Ethernet/MPLS – new BT Openreach
pricing in Spring


IT consultancy

• 4 staff working from home

• Use of “virtual numbers”

• Intelligent Routing

• SMS and Voicemail

• Call Transfer

• Ad-Hoc 3-Way Conferencing


IT consultancy

• Individual DDI routes:
• Phone 2 x 0161 2 x 01642 01772

• Everyone
• Voicemail

Sean

Ewan Stuart Andrew Nigel Amy
Ring Group – All Together

Sean VoiceMail


Tech support setup


Does it save money?

• “On-Net” calls are free – Call other VoIP users

• Calls are as cheap, if not cheaper (1.25ppm)

• Service is based on line rental (£7/month)

• £100 a handset on the desk

• Remove ISDN, but add bandwidth


Gradwell – phase 2

• We grew to about 25 people in the office using our
hosted PBX, on an SDSL line

• Mainly, we wanted more bespoke call handling and
CRM integration


PBX options

• Tools available to allow you/us to build low cost,
but high functionality PBXes

• Lucid would put a server in your office(s)

• IP handsets

• Mix of ISDN + VoIP


Integrating offices & supply chain

• Public ENUM is about publishing how you want to
receive your phone calls

• Carrier ENUM is telcos getting a dynamic routing table


ENUM

• Phone numbers as domain names

• My VoIP server can now decide how to route the call

• 01225 800 810 becomes
• 0.1.8.0.0.8.5.2.2.1.4.4.e164.arpa.

• When I look this up I find
• TEL: 079700NNNNN
• SIP: 1000200@sip.gradwell.net

• Can also dial peter@gradwell.net


Trixbox implementation

• Use of Trixbox PBX

• It’s free & commercial versions

• Full blown PBX & queue
• Integration with CRM
• QueueMetrics for management info


Mini call centre

• 8 support staff, 2 shifts

• Visual display of calls

• A couple of man days of time


Gradwell’s telephony 2008

• Hybrid Hosted PBX and dedicated queuing server
• SDSL line in the office dedicated to voice
• ADSL lines at home, mixed use, with QoS

• Receiving and making 200 calls a day


Telephony costs

• DSL: £263
• 3x 50 + 1x 65 for DSL, plus 6x 12 for analogue lines

• Phone Calls: £300
• (120 hrs/2100 calls for £300 in Sept)

• VoIP Service 10 DDIs plus Dedicated Server: £70 + £120

• Monthly cost: £753
• Complete telephony for 30 people
• 200 calls a day, 4 hrs call a day


Conclusions

• “VoIP” is actually:
• A new way of looking at things
• A set of tools and building blocks

• Systems must be engineered properly
• Do need to make an initial investment

• Plenty of real life experience available

• Improved functionality & working


Thank you

All enquiries:

Peter Gradwell

Gradwell Dot Com Limited
26 Cheltenham Street, Bath BA2 3EX

T: 01225 800 800
E: peter@gradwell.com


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