sales tool avaya branch-market positioning...

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Avaya Branch-Market Positioning Guide Updated: March 9th 2008

Table of Contents

1. Overview…………………………………………………..……………………………………….…Page 2

2. High Level Positioning……………………………………………………………………………..Page 2

a. Market Finder…………………………………………………………………………….….Page 2

b. Customer and Solutions…………………………………………………………………..Page 2

3. SMB vs Branch Comparison.................................................................................................Page 3

4. Branch Positioning-A simplified approach…......................................................................Page 4

a. Branch Market models…………………………………………………………………….. Page 4

b. Centralized Model…………………………………………………………………………... Page 4

c. Distributed Model…………………………………………………………………………….Page 5

i. Avaya Distributed Office

ii. Standalone S8300C

d. Extended Model ……………………………………………………………………………Page 7

5. Determining the right branch platform…………………………………………………..…….0

a. Positioning “At a Glance” Solution Profile View

b. Positioning “At a Glance” Sample Customer Profile View

6. Competitive Comparison ………………………………………………………………….…….Page 12

7. Appendix……………………………………………………………………………………………Page 13

a. IP office, Quick Edition and Branch

b. Branch Gray Area

Avaya Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy.

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Sales Tool 1. Overview

This document is a brief positioning guide for Avaya Branch market solutions and offers, primarily targeted at Sales and Sales Engineering roles.. Its purpose is to help you identify the optimal solution with which to focus your sales efforts for a given prospective customer. Avaya defines the Branch as firms with greater than 1,000 employees, spread over at least 10 locations usually 50 or more , The typically branch size is between 2-200 employees. 75% of these locations have less than 40 employees.

2. High Level Positioning Given that Avaya has several powerful products available to choose from, selecting the right one to propose to your customer is important. First select the market your customer best fits in. The figure below is a high level market finder. Please click the hyperlinked circles below to find out more about the solutions that are recommended for each market.

Market Finder

Small and Mid-Sized Businesses

Local Decision makers at each location

Smaller number of locations (<20)

Typically <1000 employees

SMB

Enterprise The decision makers

for the branch is the centralized IT and they maintain a tight control over the branch

Larger number of locations (~50+)

Typically >1000 employees

BranchBranch

“Gray Area”• 20 - 50

branches • 500-1000 employees

• Unique needs

• Quick Edition • IP Office • MVExpress

Find out more CLICK HERE

• Distributed Office • Communication

Manager

Primary SolutionsPrimary Solutions


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Sales Tool Example customer attributes vis-a-vis solutions

The following table lays out the example customer attributes and the solution that will be an optimal fit.

Customer Comments Solution

Car dealership- 10 sites with 20 users in each site

No centralized IT. Each site will have local decision makers and unique needs like basic IVR

IP office

Restaurant Franchise Each site will decide on their telephony equipment. Also will require only the lowest end (features) telephony system and probably will not require any kind of networking between other locations.

Quick Edition

Bank Branch Centralized IT with tight control over branches. Solutions to provide better customer service, including networking to HQ

Distributed office

Retail store Centralized IT with tight control over the branches. Will need solutions to address their specific pain points-mobile retail employees, application integration and networking back to HQ

Distributed Office

Regional Offices of Banks/Retail

Centralized IT and tight control over locations and would be looking to consolidate and extend feature set to all the user

Communication Manager on Sxxx servers

3 SMB vs. Branch Understanding the difference between SMB and Branch market is key to finding the optimal solution. Small-Medium Business (SMB) is defined as a company who has less than 1000 employees. In many cases these companies only have a few sites. In rare cases they are spread over multiple sites, but usually less than 20 sites. From a telephony viewpoint the requirements of such customers will be different from that of enterprise branch customers. They need more rich localized features at each location and very little or no networking between locations. SMBs may also often have local decision makers for each location. An enterprise branch customer on the other hand will mostly be looking at a cost effective solution which provides basic and some advanced communication needs. They most likely would already have a call center, powerful IVR and other applications running at their headquarters and doesn’t need to have a separate one at each of his branch locations. They will leverage the applications at the core by intelligent routing. Also they would often like to have key-hybrid PBX system features functionality to reduce end user training since many branches come from this legacy. They would need tight networking between


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Sales Tool locations and centralized control. Purchase decisions for Branch customers are centralized and made at headquarters usually by an IT or Telecom staff. Figure (1) highlights the typical attributes of customers belonging to these two market segments.

Figure 1

4. Branch Positioning: A Simplified Approach

4.1 Branch Market Models

For the enterprise branch market there are primarily three architectural models for addressing customer’s communication needs: 1) Centralized model 2) Distributed model and 3) Extended model . What follows is a description of these three models

4.2 The Centralized model Avaya was the pioneer of this model also known as Flatten, Consolidate, Extend (FCE). This is a great model which helps customers to increase the productivity of their work force by providing rich centralized applications (ACD, Mobility, and conferencing), driving down costs by centralized management and consolidating disparate communication systems spread across their enterprise. FCE also often refers to Data center and call center consolidation.


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Sales Tool This model consists of Avaya’s S8xxx series servers and Gxxx series gateways including Juniper IG550 gateway. The characteristics of this model are as follows:

Voice Ready WAN at branches Centralized Call Control using Communication Manager Centralized Management Centralized Features/Apps Call Center agents in the branch Business Continuity Central & Distributed Media Processing Uniform Dial Plan Seamless feature set between sites

4.3 The Distributed model Avaya is venturing into the distributed model to complement the FCE model. FCE is a great model but it does not satisfy all the requirements of a customer’s “edge” locations. A few of the unique needs for “edge” locations/branches are:

“Customer facing” branches like (local bank branch, sales offices, retail stores) which run into 1000s. Centralized model cannot scale.

Require very localized interfaces (e.g. driving directions to the store, sales promo for that branch etc). Limited or no WAN connectivity Ease management and roll-out Key system features Highly cost sensitive 75% of these branches have less than 40 users Same extension across branches Leverage the advance/rich applications present in the core

In such scenarios Centralized model may not scale well nor is it able to full fill the localization needs. Also if there are many locations and survivability is a must, the costs and hardware footprint increases (ESS, LSP). Distributed model greatly helps address this gap as the call processing and other functionality is distributed across the locations.

Avaya Distributed Office The lead solution for the distributed model is Avaya Distributed office (ADO). Its an all-in-one box solution delivering rich features to the edge locations. Following are the some important features:

Centralized management – lowering TCO o Logical grouping of branches to perform common tasks o Performing day-to-day changes from a single console (including station, auto-attendant,

announcements, etc) Easy Installation Profile based installation which enables cookie-cutter methodology of roll out. The

system is pre-configured and tested before shipping using a process called Configure-to-Order. Install under 30 mins.

No dependency on WAN connectivity. Can be deployed in a standalone fashion, but can leverage WAN when ready


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Sales Tool Key-system features Feature server (Communication Manager Lite) Messaging – centralized using Modular messaging or distributed at each branch Extension to Cellular (EC 500) Avaya one-XTM Mobile Edition IP Softphone with MOC integration 6-Way Conferencing Application Enablement Service Lite (TAPI and TSAPI interface) Call accounting Powerful Auto-attendant functionality Presence and Instant messaging across branches Linking of branches using SIP over WAN-reducing toll costs between branches Integration over SIP with core Communication Manager, Voice Portal and Messaging (coming in

DOR1.2)

S8300C w/CoRes CM/SES The second distributed solution is the new standalone S8300C w/ CoRes CM 5.0 /SES. This is a very powerful enterprise telephony solution satisfying strategic communication needs of a customer. Its also an all-in-one box solution (except for CTI functionality) The following table shows the differences between standalone S8300C and ADO

Standalone S8300C w/ CoRes CM/SES Avaya Distributed Office (ADO)

Supports all kinds of phones-SIP, H323, Analog, Digital

Supports SIP, H323 and analog

Advanced features like ACD, SLS No call center support and SLS

No key system feature support Key system features supported on 16xx H323 phones

No centralized management tool. Have to log into each system to do MAC operations

Powerful centralized management tool. From a single console changes can be shipped to multiple locations. Drives down TCO

No configure to order option. Staging Services are available from Avaya Services.

Configure to order option-very easy to roll out multiple branches

Mobility between Sites using EMU or SIP Mobility

No EMU and SIP visiting user functionality

Uniform dial plan. Unique extensions possible across all locations. Appropriate for back office environment.

Integrated Dial Plan. Extensions at each branch location will likely be the same (e.g. Retail Store, Retail Bank) Dialing between locations over WAN requires user to dial FAC.

As you can see from the above, if the customer is looking for a basic and mainstream communication system, ease of roll out and management, ADO is the right fit. Position S8300C only if they are looking for advanced (strategic) features like ACD, uniform dialplan, tenant partioning, some kind of local survivability (SLS).


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NOTE: A customer who is trying to refresh his branches will

1. Very rarely will he be looking for a solution requiring 700+ features at the edge, especially true for banks, retail, service depots, and healthcare clinics who are instead looking for a powerful key-hybrid IP based solution

2. Would be looking for ease of management and deployment. 3. He is most likely to have an Avaya powered contact center at the core and would not

benefit from having a call center functionality at the edge. The “SME at the branch” can be addressed using IP Agent solution in telecommuter mode off of the Distributed Office.

For the above reasons Avaya Distributed Office is the lead solution for the distributed model.

Avaya Distributed Office Summary Elevator Pitch Easy to deploy, highly scalable branch solutions that are feature rich

and easy to manage.

Key Benefits o Easy to deploy o Centralized management up to 1000 branches-low TCO o Branch workforce productivity using unified- communication-

EC500, Softphone, One-X mobile edition o Enable branch applications: auto-attendant, mobility, teleworker o Better customer service: connections between the branch and

the contact center

Solution Elements Distributed Office, SES, Implementation and Prof Services, One-X Mobile edition, One-x Desktop, one-X Communicator

4.4 The Extended Model Centralized and Distributed model complement each other. A large enterprise customer can embrace both models– Flatten and consolidate their HQ and regional branches and distribute communication capabilities across their smaller edge locations. Such an “Extended” hybrid architecture provides several benefits:

Manageable with low TCO Applications extended to the edge Reliable communication throughout the enterprise Highly scalable

Figure 2 below summarizes the above discussion of the model in terms of their scalability, feature functionality and ROI/TCO impact.


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Figure 2 The axis is self explanatory except for the yellow bar at the top. This bar tracks the feature functionality of these two models:

o Key system Communicators generally just need basic connection, voicemail, and some basic support services. They are cost-constrained.

o Mainstream Communicators may need some of the standard applications (mobility applications, basic CTI functionality) in addition to connection and voicemail. They are cost and value conscious.

o Strategic Communicators likely need premium applications, redundancy, and other capabilities (call center, advanced conferencing). They are performance focused.

When to Go FCE model When to go Distributed model • Customer requires tight integration

between sites • Customer want to go all IP and has

reliable voice-ready WAN connectivity to the branches

• Customer requires rich enterprise class features like ACD, uniform dial plan, business continuity

• Customer is looking to increase the productivity of their workforce. ROI is the

• Customer has lots of sites (100s) which doesn’t need to be 100% feature transparent.

• Remote branches don’t necessarily have voice-ready WAN connectivity. Not ready on day 1.

• Customer is looking for key system (reduce end user training), localized and basic features

• Customer is very cost sensitive but still


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Sales Tool When to Go FCE model When to go Distributed model

driving force and not TCO. Usually the install is complex

• Customer is consolidating his HQ and regional branches

• Uniform dialplan across sites is a must.

wants to leverage enterprise telephony features and cross-site networking. TCO is the driving force. Ease of roll out is important

• Customer already has Avaya in the core and is looking to extend intelligent apps to his 100s of branches/”edge locations”

• Customer wants to have same extensions across branches. E.g. security dept in a bank or retail branch

Figure 3 shows how the FCE and Distributed model fit for an enterprise branch customer.

Figure 3

As you can see FCE spans the HQ and regional offices where as the ADO fits nicely into the remote branches or edge locations (> 50 locations)


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5. Determining the right branch platform

Positioning “At a Glance” Solution Profile View

Topic FCE Model Distributed Model

S8xxx with Gxxx Avaya Dsitributed Office

Standalone S8300C

Description Top of the line communication solution. Helps customers to consolidate their network under single communication platform and extending rich applications to regional branches.

All-in-one box solution Key system Subset of Enterprise

telephony features SIP line and trunk

support Analog, IP (SIP,

H323) phone support CTI Managed centrally Auto-attendant and

voicemail

All-in-on box solution Full set of enterprise telephony features

SIP line and trunk side support

Digital, analog and IP (SIP, H323) phone support

Voicemail

Capacity Supports 250 branches. Total number of users is 36000.

Scales up to 1000 branches managed centrally. Support max of 120 users per system.

No limitation on number of locations, as it is a standalone PBX. Support max of 450 users per system.

Target Customers

Customers wanting to consolidate their HQ and regional offices under one communication platform. Stringent requirement around feature set business continuity and centralized app support. Less than 250 locations.

Customers wanting to refresh their aging key system in edge locations. Cost sensitive and want ease of roll out and management and localized feature support. 100s of locations which may or may not have WAN connectivity. Not looking for full enterprise set features.

Want full feature functionality for small offices spread across many locations. Customers fall into Medium business. ACD is a must.

Positioning “At a Glance” – Sample Customer Profile View This matrix of hypothetical customers is intended to give you a sense of when to go with the different platforms depending on key deployment considerations and application needs.


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Topic Customer A Customer B Customer C Customer D

Profile 1000+ employees, 200 branches

Over 1000+ employees, 1000 branches

500 employees, 50 locations,

Over 1000+ employees, 500 branches

Deployment consideration

Increase productivity of employees, strong integration between offices, strong business continuity requirements. ROI focused. Tight IT control

Cost sensitive but want the same look and feel of a HQ site. Have enterprise telephony already deployed at the HQ and regional site Want bring VoIP to their edge locations Ease of roll out and management. Tight IT control

Conservative approach towards VoIP. Reuse existing digital and analog handsets. Around 100+ employees in each location Every location is independently controlled

Want to re-use digital and analog phone sets. Wants basic survivability in each branch (SLS) Uniform dial plan between branches Wants to balance ROI and TCO Tight IT control More than 200 users in each location No centralized management needs

Application Needs

Contact center and other high value apps Link to enterprise wide call center

Key system features UC features-EC500, Softphone basic voicemail, auto-attendant, SIP line and trunk Secure communication

Key system support on digital phones Local call center functionality

Tenant partitioning, Voicemail, SIP, SLS Attendant console

Optimal solution

S8xxx with Gxxx Avaya Distributed office

IP office Standalone S8300C w/ CoRes CM/SES

Sales Tool 6. Competitive Comparison Comparison with CISCO ISR solution

ADO CISCO branch solutions (ISR)

Centralized management utility comes along with the solution. No additional costs.

Third-party provides the management utility and the customers have to pay for it.

ADO with an external router and endpoints matches or is cheaper than CISCO solution. E.g. TCO for 3 years for 50 users solution w/external router is $598 per user. Mobility solution (EC500 and softphone) included.

CISCO is not cheaper especially if you add mobility features than ADO. TCO for 3 years, 50 users CISCO ISR solution costs $714 per user. No mobility solution.

Mobility features like EC500, softphone and VPN phone at no additional costs for certain number of users and is built into the box

Mobility solutions require extra hardware software and licenses and hence more expensive.

Voice and data on separate servers. No single point of failure.

Single point of failure as data and voice both is co-resident on the same hardware platform. Upgrades to router results in downtime for voice.

Security-Industry standard Linux platform. Propreitary IOS platform.

Serviceability is very simple-updates can be applied remotely using web interface.

Serviceability can be painful-router updates mostly require downtime for voice communication.

For more information please refer to this link: https://enterpriseportal.avaya.com/ptlWeb/getfile?docID=Mzk0NzU4MA== Comparison with Nortel’s BCM solution

ADO Nortel BCM

Each user license gives access to all features

Need separate licenses for features

Mobility solution EC500 is built into the box No EC500 style mobility solution

SIP based architecture enabling presence based communication and support for third party SIP phones

No presence and no SIP phone support

Can scale up to 1000 networked branches Scale up to 256 networked locations

For 50 user construct, the street price per user (just for product) is $512

Its $512 for BCM

For more information please refer to this link: https://enterpriseportal.avaya.com/ptlWeb/getfile?docID=Mzk0NzU4Mg==


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https://enterpriseportal.avaya.com/ptlWeb/getfile?docID=Mzk0NzU4MA

https://enterpriseportal.avaya.com/ptlWeb/getfile?docID=Mzk0NzU4Mg

Appendix

IP Office, Quick Edition and Branch

IP Office and Quick Edition are primarily SMB products. If a customer requires low-cost solution with Digital phones and less emphasis on multi-site networking and central IT control IP Office is appropriate solution. Similarly, if a franchise customer is looking the lowest cost, easy to deploy IP solution for small sites Quick Edition could be a good fit. ADO does not currently support digital phones. ADO will support digital in future release.

Quick Edition and IP Office products may be considered as a solution for those customers that may have multiple sites but generally do not have a high degree of control over all of the sites or have less emphasis on networking between locations. An example customer would be a multi-site franchise. .

• Quick Edition – For small locations requiring the lowest costs and simplest installations.

Product Information: https://enterpriseportal.avaya.com/ptlWeb/gs/products/P0434

• IP Office – platform with distributed processing that provides basic capabilities for smaller networks. Good for customers who want a low initial price with solid feature capabilities. Key/Hybrid system replacement with TDM or IP flexibility.

Product Information: https://portal.avaya.com/ptlWeb/gs/products/P0160

Branch “gray area” This is an area of confusion when SMB and branch market intersect (refer to market finder picture in page 2). Addressing such a scenario is little complicated. Choosing the right solution for such a customer needs expert study of customer requirements. There are primarily three solutions for this:

1) S8300C w CoRes CM/SES 2) Distributed office 3) IP office


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https://enterpriseportal.avaya.com/ptlWeb/gs/products/P0434

https://portal.avaya.com/ptlWeb/gs/products/P0160

The following table compares the above three for such scenario

S8300C W/CoRes CM/SES

SMB and Branch Solution

Distributed Office Lead Branch Solution

IP Office SMB Product

Customer is looking for advanced features like ACD, SLS built into the box

Simple communication needs with some enterprise telephony features like call part, auto-call back etc

Looking for cheap solution with additional functionality like call center but not necessarily a one box solution

IP (SIP, H.323) phone, digital phone and analog phone support

Avaya and Third party SIP phones and analog lines

Digital and analog line support

No configure to order option-Not easy to roll out. High install costs

Very easy to roll out. Configure-to-order-The box is staged and configured prior to shipping.

No configure to order

Supports secure communication over IP

Supports secure communication over IP

Not supported

No in-built IVR. Leverage IVR in the core using intelligent routing

No in-built IVR. Leverage IVR in the core using intelligent routing

IVR and text-to-speech support

Has specific solutions for retail and FSI vertical

Has specific solutions for retail and FSI vertical

No vertical solutions to address customer pain points

As you can see from the above table, Distributed office fits well for customers looking for a cheap solution which is easy to roll out and has basic and mainstream communication capabilities.


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