Unified Communication is an Industry term. It’s not owned by a vendor, nor does it talk to a product. Rather it’s a coherent strategy for communication and it’s approach that enables people to connect with people, to connect people to ideas and to connect ideas to outcomesThe move toward Unified Communication has arguably come about by the convergence of 4 waves of technologyHighly scalable and secure NetworksInteroperability – specifically with SIP – enabling customers to join the world of voice and video with data systemsThe integration of communication into business processes and applications – OCS is one example of manyHuge proliferation of devices – mobile phones, PC’s, netbooks, IP phones, etc.While technology benefits have been clear cut for some time – consolidation of systems, single architectures, etc. the business benefits have felt tough to articulate relative to other investments a customer could chose to make. Through 2006 through to 2008 we saw analysts beginning to re-shape their classic models of voice, email and conferencing and starting to talk expansively and excitedly about Unified Communication. But it’s been a slow burn up till now. While the promise has always been great, it’s been tough to deliver and it’s taken some time to get thereEverything ‘UC’ really accelerated in 2009. In part, this was driven by a tidal wave of new innovation from vendors like Cisco, Microsoft, IBM and TANDBERG. But the business benefits really crystallized through economic necessity. The need to cost control while enabling business to perform, the need to dramatically increase decision cycles, the need to connect more people across ever widening geographies has shaped UC to the market it is today
As vendors and customers have begun to deliver on their strategies for Unified Communication so the destination has started to change. We see Collaboration technologies and communication technologies rapidly merging opening up entirely new ways for people to collaborate. We see video moving from a component of UC to the heart of UC&C. Of all the technologies in the mix, video communication is the most natural platform for collaboration.Building video capabilities into applications and processes, enabling people to share content across the corporate firewall and do this with absolute quality is the next phase of UC. It is UC&C. And it is here now.
Build 1Let’s think about UC in a different way. There are 4 x traditional communication towers of customer investment todayMobile telephonyDesktop and Server The S/W market this year is valued by IDC at $409BVideoTelephonyAnd we are 51% share of a $2BM Industry as TAAUC is great news for us. It’s the customer conversation we’ve been waiting for to attack much, much bigger customer budgets. It’s our ‘in’Build 2…And over past 18 months the UC market has exploded. It’s accelerated as a consequence of enabling network technologies, it’s accelerated as a result of vendors aggregating capabilities and it’s accelerated because people need to save money! 18 months ago, UC was still a romantic idea – difficult to do and anchored in rose tinted business justifications. Now it’s a multiple $B market. And it’s all about helping customers drive better business outcomes from their people and saving a whole bunch of money in the process
The promise of unified communications has gotten a lot of press. Connect where ever, when ever and to whom ever you want…all with a click of the mouse or touch of the button. From a technology perspective this means things like single identities , single directories and aggregated presence. For the end user this means a seamless meeting experience regardless of your communication device and simplicity inside or outside your organization or between companies.
Organizations depend on effective communication among individuals and units within the organization as well as with customers or other constituencies on the outside in order to achieve their goals. One of the primary causes of organizational malfunction is a failure to meet communication challenges, and these challenges are especially great in our multicultural society and in a world made small by travel and communication technology. Common causes of communication challengesCollaboration is difficult , silo’dLimited to how you connectLimited to where you can connect and be reachedCan’t easily switch between devicesWhen I do connect the experience is not always the best.
As the world moves embraces the new world of work, so new challenges open up. It takes expertise and know-how to integrate disparate video systems and to do it in a way that delivers absolute quality. At TANDBERG we can help. We’re also cognizant of the broader challenges in building a total UC&C solution for users. One that has video at it’s core, but similarly integrates the other components within UC. Knowing how to manage bandwidth, apply polices to user populations, where and how to leverage Virtualization and so forth are big debatesWe can engage with you and our services team and our partners can help you navigate this
TANDBERG brings the productivity of telepresence and business-quality video to everyone, making it simple to enrich unified communications with HD video conferencing – from mobile and personal systems to immersive studios. With a video first, open approach and in-depth integration with other UC desktop, voice and network solutions, TANDBERG enables individuals and teams to collaborate visually with more people across more businesses, in more places, than any other company.
We enrich the communications tools people know and use with business-quality video, end-to-end. Allowing them to place HD video calls from inside, outside or between companies with-out network or compatibility worries. Users can see the presence of the person they are trying to reach and connect on the first try. Our solutions deliver a telepresence experience to and from the desktop allowing users to experience the live, natural and face-to-face productivity of telepresence and HD video conferencing. And we do it with ease, allowing the end user to call with dial-tone simplicity. With TANDBERG users do not need to worry about what device the person they are trying to reach is currently using, they just need to know who they want to reach. With our unique FindMe capabilities, users have a single address and can prioritize how their calls are routed in order of preference. For example, my preferences may be ring my personal video system, then my mobile phone, then go to my desktop voice mail automatically.
With Tandberg you can connect UC environments to voice, video and data networks, without compromising quality. Allowing you to add endpoints, gateways and video services easily and enable HD video from end-to-end. Additionally you can manage your video infrastructure holistically, and ensure security internally, externally and remotely. With our solutions you can connect to nearly any endpoint with business-quality. All your existing video endpoints, from TANDBERG or other vendors, can be put to work and connect to UC environments with business-quality throughout. An important part of this is TANDBERG ensuring transparent interoperability with different call protocols like H323 and SIP and network infrastructures like ISDN and IP. Additionally when trying to connect teams between companies you need to establish secure pathways between every video endpoint. Technology like TANDBERG Expressway make it easy for UC to traverse firewalls while providing security between video endpoints, wherever they are. Simply put, TANDBERG has done the complex integration so that you do not have to. Your teams are now free to connect with out you having to worry about how to connect their technologies.
There are a couple of well known approaches to UC. The software bundle approach where everything mode of communication is packaged up neatly on your desktop. However the bundle approach often forces compromises on the end user.The telephony approach where everything is driven from the network PBX. This is very much a voice-centric approach and that inherently limits your collaboration options.Then there is the TANDBERG approach which we’ve been discussing, a video-first approach to UC. Lets take a look at some specific examples of how you can use our video-first approach to UC and enrich other UC environments.
First lets discuss how we enrich the MSFT OCS UC environment with a video first approach.Microsoft pitch (Speaker to add detail based on audience).
As we think broadly about our the role of video and our role as leaders, we think in terms of three primary ‘screens’There are Desktop clients – be they classic PC’s, Netbook or Tablets. They are mobile and ubiquitousVideo end points – a broad range of personal systems, room based system and immersive experiences to reflect different needs and experiencesAnd the consumer TV – we do see video capabilities increasingly being introduced at the consumer level with platforms like XBOX live, Skype and so forth. We’ll come back to consumer and talk about this seperatelyAs a leader, we will continue to build and evolve the best user experiences across each of these ‘screens’As we deploy more end-points and enable a market transition from low quality to high quality experience, so the need for dedicated video infrastructure, high availability and scalability becomes business critical. TAA is the leader in Video infrastructure provision today, we continue to offer amazing price performance, scalability, availability and security for our customersMoving into Cisco, we intend to build on the huge strengths we will have in Network. We believe, as do Cisco, that the underpinning intelligence that enables so many user experiences – from UC to Collaboration - is best driven at a Network level. It’s core. It sits in the plumbing. Doing it this way enables us to manage the experience and abstract any complexity away from the userUltimately, we see video as the platform from which people will truly collaborate. It enables the new world of work. Video is the next Voice. Our mission that drives us and our investments is to provide the power of Telepresence productivity to everyone
The word collaboration means lots of different things – and depending on which vendor you talk to – seems to cover an awful lot of products. As TANDBERG we tend to think of collaboration as every video meeting we do! We share documents with one another on the fly, leveraging our MOVI platform on the desktop. All of our desk-based and meeting room systems enable document sharing. If there’s multiple people that we need to collaborate with we set up a MeetMe conference and move to a bridge. We work like this dynamically, every day. If we need to arrange formal meetings we schedule them – either through TMS or more often straight out of Outlook and ExchangeWe don’t have a product we call ‘Collaboration’. Perhaps we should! Video is collaboration.
As we move towards Cisco we see lots of opportunities we can extend with video. Being able to deliver Telepresence quality video to Web-Ex. Being able to integrate rich document sharing capabilities into our End Points and Infrastructure. Being able to offer on-premise or cloud based collaboration. All these opportunities open up and the list of things we can do is staggering. It’s about what we do first!
We are all consumers. We may work for Enterprises, big companies, small companies, public sector organisations and so forth. But we are consumers. And our experiences as consumers shape our expectations of where we work, and indeed how we work. Moreover, the experiences of the next generation of employees – today’s school children – are a step even further in frontFor many years the consumer market and business markets were separate. As price points and the accessibility to technology has been democratized, so markets that were separate have come together. People at home didn’t used to have PC’s, Megabit bandwidth, access to extremely sophisticated software or tools and so forth. Rather what they did and how they worked was shaped at work. It’s changed.Today the consumer market place has become a fantastic landing pad for new innovation. It’s often where wholly new ideas and markets get created and the role of events like CES has been a shaping force in innovation. Over the past years we can point to a huge number of consumer products and services that have found themselves firmly ensconced in the Enterprise. Blackberry. Facebook. Apple iPhones! The video camera experience has been around for some time. Most people are familiar with web-cams, chat, dialling up friends. The experience is limited, and the technology tends to deliver unpredictable experiences. But we know it’s coming and we see the opportunity it brings. Consumers will create pull for Enterprise video. We’re sure of itWhile as TANDBERG we’ve elected not to service the consumer market directly – we don’t make Video enabled TV’s and the price elasticity, channel and distribution models are completely different – Cisco does. Moving into Cisco we see a huge opportunity to leverage what happens in video at the consumer level, with how customers will view video and use video in business
So what is cloud?There are many facets to cloud computing. It’s a dynamic, exciting domain and the opportunities in cloud for TANDBERG are both near term and longer term. To start with, we’re a user of it ourselves. And we’re big fans. When our folks in R&D need extra computational capacity the buy it on demand. We no longer spend $000’s of dollars on an inventory of servers, we rent them. And it’s interesting. Cloud provides us with an opportunity to dramatically reduce the cost to service video for say a small businesses. For a small company, the capital outlay in VCS, MCU, end points and such like can be prohibitive. What if it was a service? We also see it as a way for us to abstract some of customer complexity in video systems. There are other obvious opportunities for us in building services that allow customers to connect with one anotherSome of these ideas are real ideas that we’ll bring to market. It’s fair to say as an Industry, cloud based video is new and it’s path far from clear. There are a whole bunch of limitations when dealing with real time experiences like video. For web-cams and consumer video experiences where you don’t need security, it’s not critical, etc. it can work and work well. But as we envisage Telepresence productivity for everyone, some of the limitations in cloud today are proving a hurdle. Shunting the simply massive amounts of data we get in a Telepresence call - to and from a cloud – is very hard to do. It’s right up there with working out light speed. But we’re engaged in this. We’re looking at it and we see best of both worlds. Those Telepresence experiences which will likely always be best served ‘on-premise’…and the low quality experiences that we can get through cloud
Not only does TANDBERG have a robust video-first UC portfolio but we have a team dedicating to helping you on your UC journey. Our specialists and solutions architects often engage early with customers to provide them an overview of UC technologies and understand their requirements. From there our UC architects can work with your partner to design and plan your video-first UC solution, including integration with other UC deployments in your organization. We can even run a real-life proof-of-concept in a partner lab, our lab or at your facility. Finally TANDBERG and its partners are prepared to assist throughout all the phases of deployment. From limited rollout to full scale deployment TANDBERG and its partners are here to help you achieve your goals.
UC Expo 2010 - Telepresence for the masses
Collaborarion & Messaging Theatre<br />
Objectives<br />What is Unified Communication<br />1<br />What is the TANDBERG message<br />2<br />Our UC Capability<br />3<br />How do we see video evolving <br />4<br />How do we work together<br />5<br />
Unified Communication<br />Conferencing<br />E-mail<br />UC<br />Video<br />Voice <br />Presence<br />Is an industry term for the integration of disparate communications systems, media, devices and applications. This spans the integration of email, instant messaging, Voice over IP, presence, voicemail, fax, audio video and web conferencing...<br />
Unified Communication & Collaboration…<br />Business<br />Intelligence<br />Portals<br />E-mail<br />Video<br />Content<br />Voice <br />Search<br />Presence<br />B2B<br />+<br />Conferencing<br />UC<br />UC&C<br />…there has to be demonstrable ROI<br />
What is Unified Communication<br />New and innovative end points<br />Silos of end Points<br />Interoperability with applications - ‘OCS’<br />Vertically-integrated<br /> communications<br />Software & Firmware<br />Consolidating vendors<br />Interoperability through IP - ‘SIP’<br />$2 BM<br />All Video<br />Dedicated Infrastructure Hardware & Networks<br />Highly scalable Network Infrastructure<br />Highly scalable, highly tolerant Networks<br />
The challenge of UC&C for the IT Team<br />Managing when High-bandwidth is everywhere<br />Who gets which capability<br />How do we manage it<br />How do we secure it<br />Virtualization<br />What should we virtualize<br />How do we ensure quality, availability<br />How do we cope with real time communications<br />How do co-exist with other mission critical apps<br />Cloud – radically distributed communications<br />What mix of On Premise versus Cloud<br />How do we manage and distribute cloud services<br />How de we secure cloud services<br />Visual Communications & Collaboration <br />How do we deploy these technologies with scale<br />How do we use these technologies in transformation<br />How will these technologies evolve in the future<br />
TANDBERG and Unified Communications<br />visual collaboration<br />making it simple<br />Video first approach<br />Open + secure<br />In-depth integration<br />Video is Voice<br />People to people<br />People to ideas<br />Ideas to Outcomes<br />Telepresence productivity for everyone<br />external<br />networks<br />mobile<br />devices<br />telephony<br />infrastructure<br />Business-quality video<br />
reach people not devices<br />take HD video to the desktop<br />Aggregated presence<br />FindMe™ preferences<br />reach anyone, anywhere, <br />in HD<br />Business-quality video<br />
connect teams not technologies<br />extend<br />UC environments without compromise<br />we’ve donethe integration <br />work so YOUdon’t have to<br />All <br />endpoints<br />Networks<br />VideoServices<br />Protocols<br />Quality<br />B2B<br />Telephony<br />Business-quality video<br />
approaches to Unified Communications<br />Software bundled approach<br />Telephony<br />approach<br />Video-first <br />approach to UC<br />
How do we see video evolving ?And what are we thinking about ?<br />
Collaboration<br />Network as a platform<br />“The power of Telepresence for everyone”<br />
We enable document collaboration today…<br />Real time Document <br />Collaboration<br />*MOVI 3*<br />TODAY and moving forward !<br />Real Time Collaboration<br />*MCU*<br />And everything we do TODAY !<br />
Moving forwards…might look more like this !<br />Data Centric<br />People Centric<br />
Consumer innovation is accelerating everything<br />26<br />Make Video<br />the next Voice<br />
Network as the Platform<br />And what about video in the Cloud ?<br />We think cloud is a really exciting opportunity for video. It will drive mass adoption and ubiquity <br />As TANDBERG, we see an opportunity to greatly extend video usage and it’s adoption by harnessing the power of cloud technologies<br />
getting started with TANDBERG and UC & C<br />See UC with <br />TANDBERG in action<br />Business case analysed and quantified for you<br />Start small, learn and scale<br />Ensure successful deployment<br />Architecture design and deployment planning<br />Specific architecture proved out in lab or onsite<br />Briefing and requirements definition<br />Design, plan and proof-of-concept<br />Phased deployment<br />1<br />2<br />3<br />