2. Web 2.0 - The Platform for Enabling UC The Web 2.0 Platform - Enables “real-world” unified communications A place to launch software, ready for outside development (APIs), leveraged for different uses than the original design, ready for participation Provides Unparalleled Freedom of Access Desktop - Windows, Mac or Linux Mobile - downloadable client, browser based Blurring the lines between desktop and web clients Web 2.0 Mash-ups “UC Mash-ups” - easy method for improving communications and collaboration by connecting different applications Architecture of participation where the value of components is based on how connected they are to other systems

3. UC - a Capability not a Product UC From the User’s Perspective UC at its best provides communications in context Any device Any location Any time Any application... 3 Voice Services Applications IM, Presence, etc Social Networks

4. UC From the Enterprise Perspective 4 Organizations have a huge investment in voice systems whose lifetime is dictated by depreciation schedules So this is not a likely UC upgrade strategy UC has to add value to existing systems – not create another stovepipe This is the big constraint on UC deployments

5. SalesForce.com Mashup Getting to UC A Perfect Job for Web 2.0 Mashups Mashups From Wikipedia "... a web application that combines data from more than one source into a single integrated experience" "... easy, fast integration, frequently done by access to open APIs... " "An example - the use of cartographic data from Google Maps to add location information to real-estate data" 5

6. UC/Web 2.0 Customer Case Study A Fortune 50, global financial services firm Solution Requirements Reduce Communications Costs Collapse voice and data networks to reduce operating expense Virtualize multi-vendor PBXs and UC systems into a cohesive, centrally managed network service Voice and presence become vendor agnostic, web services Increase Sales Effectiveness Embed voice into CRM system to streamline sales process Desktop and Mobile Access Deliver multi-vendor voice and presence in browsers

7. UC/Web 2.0 Customer Case Study Financial Results Reduced annual telephony costs by 66% Direct operating savings of $12M annually Technology investment paid back within nine months The ROI over the first two years is 200% Cost Savings Sales Effectiveness Results Broker starts the day with a set of recommendations CRM system finds interested clients Broker clicks to call client If client answers broker speaks to client If call goes to voicemail the system automatically leaves a customized voicemail recorded earlier by the broker Broker’s time is with live clients - not in voicemail Automated Sales Workflow

8. Why Web 2.0 for UC A Majority of the Architecture is in Place This model, combined with Web 2.0 development technology, is ideal for delivering “UC” capabilities to users 8 Application Server Web 2.0 REST, AJAX, JSON,... Legacy Applications and Data HTTP The web solved the application integration problem through an SOA architectural model Application Server Web 2.0 REST, AJAX, JSON,... Voice and UC Servers SIPHTTP Current Web Application ArchitectureWeb 2.0 Builds on the Web Architecture

9. Why Web 2.0 for UC A Majority of the Architecture is in Place 9 Need Web 2.0 APIs into the existing voice infrastructure REST APIs will give you flexibility, extensibility and control REST - A simple interface that defines how resources are addressed over HTTP without an additional messaging layer such as SOAP PBX/UC vendors may supply them Or you can get UC middleware which provides Web 2.0 APIs across vendors Application Server Web 2.0 REST, AJAX, JSON,... Voice and UC Servers SIPHTTP

10. Ubiquitous Why Web 2.0 for UC It Delivers a Ubiquitous, Low Cost UC Experience 10 CTIJAVAWeb Number of Developers Low Cost Cost of Developers Mobile Devices Advanced Web Client (Ajax) Standard Web Client (HTML) Windows Desktop Clients Apple Desktop Clients Linux Desktop Clients Web 2.0 makes it easy for web developers to embed UC capabilities into applications

11. Why Web 2.0 for UC The Innovation is a Continuum Web Services Web 2.0 APIs Java Developer Gadgets & Widgets Web Developer Power User Google Gadgets and IBM sMash widgets are pre-written HTML and JavaScript objects (AJAX) that make it possible for users to quickly build or customize web applications Components make customization fast, simple and affordable Skill Level

12. Web 2.0 - The Platform for Enabling UC The Web 2.0 Platform - Enables “real-world” unified communications Provides Unparalleled Freedom of Access Desktop - Windows, Mac or Linux Mobile - downloadable client, browser based Blurring the lines between desktop and web clients “UC Mash-ups” - easy method for improving communications and collaboration by connecting different applications Provides an Architecture of participation where the value of components is based on how connected they are to other systems