Application Development Tools A look at the future Ron Romanchik Vice President, Sales for North America AudioCodes Blade Business Line

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Change……It’s Inevitable

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara SIP PRI PSTN SW Central Office IP Soft Phone IP Phone Mediant

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Applications Transport = Commodity –No dispute – there is little profit in simple transport Applications = Value –Creates Differentiation –Perceived customer value –Create customer “stick” –Many have proven ROI

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Applications Examples Voic Contact Centers –Managing incoming and outgoing calls Conferencing Services –25¢ per caller per minute Speech Enabled IVR –Where would United Airlines be without it? Onstar –Connections and Directions Real Applications We Use Every Day!

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Legacy PCI Architecture Application API Device Driver T1 Interface Hardware API Device Driver Resource Hardware Legacy CTI Development Architecture PSTN H.100 Proprietary

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Legacy PCI Architecture Got the industry started, but… –Slow to learn –Hard to develop –Hard to test –PCI Driver and proprietary API –Dependent on specific O/S –Too much finger pointing between vendors! We’ve been there…we know!

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara On-board Protocols A totally different approach - leveraging VoIP as “plumbing”

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara The Future: On-board Protocols Application SIP Protocol Stack Gateway Blade Media Resource Blade SIP Architecture Ethernet LAN SIP PSTN

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara On-board Protocols On-board protocols are becoming the preferred development environment Using a standard or proprietary protocols –SIP –MSCML –VoiceXML Application controls resource blades via Ethernet –Via external 100BaseT for PCI –Via backplane for cPCI or ATCA

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Two Classes of Resources Media Gateway Blades –Provide connectivity to existing TDM infrastructure –90% + of installed base is still TDM Media Resource Blades –Media Server on a blade –IVR – Play / Record / DTMF –Conferencing –Fax –Transcoding

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Simplifies Integration Industry Standard –Well understood –Excellent diagnostic tools –Future-proof Eliminates PCI Driver –No more operating system dependencies –No more driver installation/upgrade complexities

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Speeds Development Time PCI SIP Integration Time in Man-Years Customer A: Just over 3 Man-years to integrate and test with a Legacy PCI Blade Same customer using SIP based hardware, 88% less time to market!

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Frees Development Resources Focuses development resources on your application, not interfaces

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Case Study Background –Business: #1 Provider of Call Center Software –Founded: 1990 –CEO: Wes Hayden –Locations: Headquartered in Daly City, California, USA, with 45 offices worldwide –Employees: Approximately 1,600 worldwide –Customers: worldwide –Parent: Paris-based Alcatel (Paris: CGEP.PA and NYSE: ALA)

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Case Study Challenge –Customers were starting to integrate Genesys Voice Platform (IVR platform) into IP-based installations –Needed a way to bridge customers and protect their investment –Wanted to free up resources to develop IP interface –Proprietary TDM cards were a “diversion” of resources and focus from their IP strategy –Customers were used to “one box” solutions

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Case Study Solution –AudioCodes TP-260/SIP –“Gateway on a Blade” –One or eight spans per blade –SIP Control –Provides PSTN interface

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Case Study Results: –Integration with SIP software was “almost instant” –No long development effort –Abandon TDM development efforts –One software image for both IP and TDM installations End Customer Success: –Orange Dominica –Replaced aging IVR platform –Special PSTN features provided by gateway –Installed and cut-over in a very short time

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Summary There is a whole new way of thinking about developing applications A Leopard Can Change its Spots! Can you change yours?

August 8-10, 2006 Santa Clara, California Hyatt Regency Santa Clara Thank You!