HD Voice Deployments: Experience with HD Conferencing David Frankel, CEO

Agenda Why Conferencing & HD? Technology for HD Conferencing Marketing HD Conferencing Results & Observations Outlook & Conclusions

Why HD Conferencing? Conferencing is a great HD application –Easier to identify who is talking –Better understanding of accented speakers –Distinguish words during double-talk –Overcome noise & other impairments –Better recordings (webinar playback) Less repetition Less fatigue

HD is Less Critical Point-to-Point Often, you know the other person No confusion about who’s talking Typically less background noise Conversations are usually shorter

Access via IP & PSTN Wideband VoIP Phone POTS Wireless HiFi Softphone IP 650 Public Switched Telephone Network Public Switched Telephone Network SIP / Internet SIP / Internet Redundant Facilities NAT Traversal Firewall Compatibility Bandwidth-Friendly Conference Phone Conference Service

IP-PBX Opportunity SIP / Internet SIP / Internet Conference Service IP-PBX Public Switched Telephone Network Public Switched Telephone Network Routed via PSTN: NARROWBAND Routed via IP: WIDEBAND! By trapping conference numbers in the IP-PBX and routing them via IP, we can quickly implement wideband.

HD Voice “Ecosystem” Endpoints: Aastra, AudioCodes, Avaya, Cisco, Gigaset, Polycom, snom, & others IP-PBX’s: Adtran, Asterisk, Avaya, Broadsoft, Cisco, Shoretel, & others Conferencing Service: ZipDX Interop/Best Practices: HDConnect bridge easier than peering

Marketing HD Conferencing Challenges: –Gatekeeper often not a big conferencer –Not perceived as a “must have” –Buried under other priorities Opportunities: –Many have already installed HD Voice –End-users love it when they hear it –Can be cheaper than traditional conferencing!

Does it Really Matter? Everybody loves HD when they hear it Most people don’t think it’s NECESSARY Most people are aware of impairments that make it difficult to read. Audio impairments can be just as debilitating, but are not commonly recognized (at least consciously). MOST PEOPLE ARE AWARE OF IMPAIRMENTS THAT MAKE IT DIFFICULT TO READ AUDIO IMPAIRMENTS CAN BE JUST AS DEBILITATING BUT ARE NOT COMMONLY RECOGNIZED AT LEAST CONSCIOUSLY

Positioning HD Voice Sell BETTER conferencing –Most businesses already spend $10- 25/employee/month on conferencing –HD Voice alone is rarely a reason to switch –But it can be readily bundled with features: “No codes” conferencing Call-me capability On-screen updates & dashboard WebSharing & Security

Results & Observations Conferencers love HD Voice –At least two parties must be HD-equipped –Contrast with narrowband becomes obvious Peer pressure to join in HD –Convenience still dominates (mobile phone) Calls go on longer –Less time spent repeating, but… –More enjoyable, less fatiguing

Outlook & Conclusions Large installed base of HD phones to tap Take advantage of what’s already there Deliver HD Voice seamlessly Use caution in demanding a premium Initial deployment in med/large enterprise Eventually all phones & calls will be HD!