Migrating to

SIP Trunking
with AudioCodes
Alan Percy
Director, Market Development
alan.percy@audiocodes.com

August 2011

AudioCodes: A Brief Introduction

Overview:

Manufacturer of Media Gateways, Enterprise Session Border Controllers,

Media Servers, IP Phones, Mobility Technologies

17 years of Operations, Public (NasdaqGS since 1999)

Deployed in over 100 countries in broadband, mobile & enterprise

Strong brand for quality & performance

Worldwide offices:

Headquarters: Israel

North America: NJ, TX, NC

APAC: Singapore, Korea, China, India, Australia

EMEA: UK, France, Germany, Russia

LATAM: Miami, Mexico, Brazil, Argentina, Columbia

625 Employees

R&D (250), Sales & Marketing (210), Operations (90), G&A (5)

Israel (395), US (140), Europe (30), APAC (25), LATAM (10)

What AudioCodes Does

The Communications World:

Applications
Mobile

UC

Mediant Gateways
Residential Gateways
MSBG

Cloud
SBC

IP Phones

AudioCodes

All IP World
TDM

All IP
203
0

Communications - world is
shifting towards an all IP
infrastructure

Growth driven by desire for

unified communications,
cloud computing and mobility

Incumbent vendors struggle

to adapt to demands of newly
emerging software
applications

AudioCodes innovative,
interoperable and diverse
portfolio of solutions are
uniquely positioned to
enable this transition

What is SIP Trunking?

SIP trunking is a Voice over Internet

Protocol (VoIP) service based on the
Session Initiation Protocol (SIP) by which
Internet telephony service providers (ITSPs)
deliver telephone services and unified
communication to customers ...

How Businesses Connect Voice Today

PBX Trunking Services

T1 lines

ISDN PRI

SIP VoIP trunk

ISDN BRI

Standard analog/
digital phone lines
2013
Now

Non-SIP VoIP trunk

0%

20%

40%

Percent of Respondents
Source: Infonetics Research, SIP Trunking Deployment Strategies: North American Enterprise Survey, April 2011

60%

the fastest
growing services
to Enterprises

SIP Trunking brings

cost savings and
operational efficiencies

North America

Revenue (US $B)

SIP Trunking- one of

$4

$3

$3

$2
3
$2
2

$1
$1

$0

leads adoption
CY08

CY09

CY10

CY11

Revenue

Source: Infonetics Research, Inc.

CY12

CY13

Trunks

Trunks (M)

The Case for SIP

How SIP Trunking Achieves Cost Savings

Eliminates dual last mile facilities

Mixed voice, video, data on same infrastructure
More competitive market
Fortune 1000-size
Greater geographic reach
organizations can save
Improved flexibility
anywhere from 25-60%
on their telecom
expenses.
Sorell Slaymaker,
Unified IT Systems

SIP Trunking returns an

average savings of 25%
vs. a traditional separate
voice and data
infrastructure
Global Crossings, 2011

SIP Trunking Infrastructure

cost reductions will allow
Triton to realize ROI in as little
as 3 months
Cameron Symonds, Director
IT/TS, Triton Technologies

SIP Trunking can deliver

savings of 30-50% for branch
environments in mid-size and
large enterprises
Gartner, Inc., 2009

SIP Trunking Looks Good; Upgrading PBX environment Not So Good

Continuing pressure to reduce operational costs

Postponing/avoiding major capital expenditures
Legacy (TDM, IP-PBX) infrastructures still work

Effort to upgrade is slow and a distraction

Carrying over certain existing functionality may
not be supported

Step 1 Assess the Situation

Where are the costs and inefficiencies?

CostFirewall
of
Router
two
Internet
facilities
Trunking,
Local and
Long Dist.

Lack of
PC Users
Integration
LAN

Maintenance
Costs
Moves,
SIP or adds
and Digital
Phones
changes

PBX
T1/E1 or Analog Trunks

PSTN

Costs from
Conferencing
Services
IP
TDM

Analog Phones
Fax

Step 2: Planning

Upgrade PBX?
Replace PBX?
Expansion?
Consolidation?
Eliminate PSTN
When and at what cost?
Goal
SIP Trunking Trial

Eliminate PSTN
Trunking

Implement IP-PBX
Or Unified Communications
With SIP Trunking

Step 3: SIP Trunking Trial

Firewall

Router

Internet

PC Users

Gateway Makes
Call Routing
Decisions

LAN

SIP or
Digital
Phones

PBX
T1/E1 or Analog Trunks

PSTN

Drop and Insert Architecture

Eliminates PBX expansion/changes
Makes IP-PBX/UC Upgrade easier
IP
TDM

Analog Phones
Fax

How does a Media Gateway Work?

Command/Control/Config.
TDM
Interface

TDM T1/E1/J1/BRI/Analog
PRI/CAS/MFC R2
Loop Start/Ground Start
DID/DTMF

DSPs
(Codecs)

SIP
Stack

SIP Ethernet

Mediant 1000: Modular And Scalable Media Gateway

The Mediant 1000 is a Modular Gateway, with a variety of interfaces.

MP-1xx Product Overview

MP-124

MP-112, 114, 118

Analog Media Gateways

from 2 to 24 analog FXS/FXO ports

14

Step 4: Reducing/Disconnecting the PSTN

Firewall

Router

Internet

PC Users

Change Routing
Rules to move
more traffic
to SIP Trunks

LAN

SIP or
Digital
Phones

PBX
T1/E1 or Analog Trunks

PSTN

Analog Phones
Fax
IP
TDM

Step 5: Migrating to Unified Communication

Upgrade to
Enterprise
Session Border
Controller
(E-SBC)
Firewall

Router

Internet

LAN

Unified
Communications
Clients

SIP
Phones
Analog Phones

PSTN

IP
TDM

T1/E1 or Analog Trunks

Fax

SIP to SIP Connectivity?

Enterprise Session
Border Controller
(E-SBC)

IP Phones

IP-PBX
SIP

SIP

SIP Variant 1

SIP Interoperability
This is supposed
to work!

SIP

SIP interworking and normalization

Signaling mediation
Media mediation
Transcoding

Security
SIP
Trunks
SBC

Internet

S
I
P

Bad
Stuff

PSTN

E-SBC
Enterprise LAN

Call Admission Control (CAC)

Encryption & Authentication
Topology hiding
Protection against DOS attack
Survivability

How Does an E-SBC Work?

Command/Control/Config.
Security Policy Management
SIP
Stack

DSPs

(Codecs)

SIP
Stack

Signaling (SIP)
Media (RTP)

SIP Ethernet LAN

SIP Ethernet WAN

Case Study: Georgia Military College

Liberal Arts Junior College

Main campus in Milledgeville, GA
6 campuses across Georgia
500 Full-time employees
5000 Students
1800 computers
Centrex from National SP

Challenges

Costs
Like many public institutions, college is
very sensitive to operating costs
Centrex costs were very unpredictable
Moves, adds and changes were $

Need for Collaboration

Staff spread across six different campuses
Delays/costs incurred while commuting between campuses

Retention of Existing Telephone Numbers

Local presence is important

Reliability
Campus Autonomy - no outage should effect other campuses

Solution Architecture

SIP
Trunking
Mediant 800 E-SBC
Valdosta, GA

Mediant 1000 E-SBC

Main Campus
Mileldgeville, GA

Mediant 800 E-SBC

Warner Robins, GA

Mediant 800 E-SBC

Mediant 800 E-SBC

Atlanta, GA

Augusta, GA

Mediant 800 E-SBC

Columbus, GA

Results

All six campuses are now on Microsoft Lync

Vastly improved collaboration environment
Campuses are functionally autonomous
One Minute Provisioning
By migrating to Unified
hand them a phone
Communications with Microsoft
Lync, AudioCodes and Broadvox,
Retained local DID numbers
Georgia Military College was able
Network security is maintained to reduce monthly reoccurring costs
by 80%, allowing the college to
invest in other important student
30% reduction in travel costs
education programs, said Drago
Realized an 80% savings in
Totev, Associate Vice President Telecommunications & Networking,
monthly reoccurring charges
Georgia Military College.

Benefits of Working With AudioCodes

Interoperability and Compatibility

Leveraging the investment in our experience and interoperability lab

Architecture Flexibility and Scaling

Range of solutions that fit your particular implementation

Migration Strategy
Start today, upgrade later

Security
JTIC-validated device and network security

Superior Voice Quality

First vendor to pass all 12 ETSI Speech Quality Tests

Quick Time-to-Savings (ROI)

Additional Resources
Information on AudioCodes and migrating to SIP Trunking:
www.audiocodes.com/sip-trunking
Mediant 1000 Media Gateway:
www.audiocodes.com/mediant-1000
Enterprise Session Border Controllers:
www.audiocodes.com/e-sbc
Datasheets, videos, case studies, whitepapers, testimonials
ITExpo - September 13-15, 2011 in Austin, TX
News and buzz via Social Media
Follow us on Twitter, LinkedIn or Facebook

Customer Lead Generation Campaign

Announcements

Get Started with SIP Trunking

Education

SIP, SIP Trunking, & Solution

Marketing

Promotional Offer

TMC, No-Jitter
Websites (AC, BRDVX)

Enterprise
Customers
USA -based

AC-BRDVX joint email campaign (monthly thru Q4)

Customizable templates for sending to VAR contacts
Web banners also customizable for VARs
AC & BRDVX websites, regional and national events
Blogs, social media (Twitter, LinkedIn, Facebook)

Get Started with SIP Trunking

TMC webinar 8/24

Website Content (AC, BRDVX, TMC)- solution, promo,
Case study Georgia Military College
SIP Trunking resources and collateral from BRDVX, AC
SSCA Training and Certification from The SIP School

Promotional Offer: Get Started with SIP Trunking from Broadvox & AudioCodes
Time Period: August 15, 2011- December 31, 2011

Broadvox SIP Trunking Service

50% off activation fee of Go! SIP Trunking Products (local ,
domestic, broadband)

1 AudioCodes Gateway or ESBC at 25% off MSRP to enterprise

customers
Mediant 1000 MSBG or Mediant 1000 ESBC
Includes 1 year standard 9x5 ACTS at 25% off MSRP
Includes FREE -1 year -Advanced Hardware Replacement

SSCA SIP Training and Certification

10% off List Price