SIP Trunks: It’s Not Just about Dial Tones Anymore!
Even without the “sizzle” of creative ways you can increase the value of SIP Trunking, there is a lot of “steak” as the category continues to grow.
According to IHS, a leading market research firm, SIP Trunking is an over $8.5B opportunity for communication service providers over the next few years, across all geographies.
And while Unified Communications (UC) is considered a sexy evolution to IP Centrex, SIP Trunking, with its association to a legacy PRI, still has a stigma of being a boring dumb pipe. This is absolutely not true, when service providers enhance their offerings to go beyond commoditized voice and data bundles.
Innovate Beyond by Rethinking “The Session”
So let’s switch things up and get creative with those big SIP Trunks.
In today’s market the traditional SIP Trunk bundles include a set of services such as:
⦁ Private MPLS
⦁ DID/ TNs
⦁ PSTN connectivity
⦁ PRI Transparency
⦁ Toll Free
⦁ Long Distance
⦁ Enterprise Portals
⦁ Directory Services
And some creativity is happening by Communication Service Providers (CSPs) by enhancing some of the capabilities or bundling the SIP Trunk offer differently such as:
⦁ Flat Fee SIP Trunks
⦁ On-Net Calling
⦁ Shared SIP Trunks across sites
⦁ Enhanced Disaster Recovery
⦁ Bundled CPE
⦁ Call Centers
⦁ Advanced Call Screening
While such creativity is important, the truth of the matter is that the innovation is being driven by transformation of enterprise communications, including the strong and steady move from “phones” to web-based and embedded IP communications. But businesses are still extremely dependent on the PSTN to connect with the rest of the world and limited by what their CSPs have to offer. Here’s one view of the evolution:
As enterprises continue to “move to the right” they have a lot of challenges to balance. How will they deal with their “technical debt” protecting investments they made, including in IP-PBX and IP phone systems, over the last 10-15 years?
How will they reconcile the costs of maintenance for their existing systems against the cost of putting in new systems even as IT budgets continue to buckle under the strain of budget reduction mandates?
How can they contribute to greater team productivity and enhanced external communications, while planning for the incoming millennials whose communications habits are all mobile first?
And how can they compete with extremely high quality customer experiences, whether e-commerce, contact center, or day to day customer interactions?
Ultimately, enterprises we’ve been working with are not so much looking for “SIP Trunks” or “UC” but “CCE” or “Consistent Communications Experiences.”
They want to bridge the old telco world including the PSTN with the new web world, and have it all work on mobile.
They want to reduce the number of vendors required, the need for hardware and all the other challenging costs and personnel needed to keep real time communications flowing.
While some of these needs are addressed today by a new array of over-the-top (OTT) service providers, they are addressed in silos. The telecom service providers have a unique opportunity to play a bigger role by bridging the diverse services such as SIP Trunk, Cloud UC, mobile, and Web; and enabling a consistent federated experience between the traditional world and the new world.
We have been listening closely for years, and we have been investing ahead of what we predict is going to be the “new reality” for enterprises over the next few years.
Here’s our view of the modern taxonomy for RTC: federate and overlay. Enable multichannel communications flows but make them more convenient, more secure and less expensive than today’s chaos.
Where Does SIP Trunking Fit In?
The very good news is that SIP Trunking can bridge both worlds by providing reliable, cost efficient transport which also enables the better orchestration and delivery of services.
We are working with dozens of experienced Managed Service providers, who are building entirely new models from this approach and delivering much better experiences to their existing customers at more reasonable, pay as you go prices, while also attracting new customers who are ready for the next generation of super smart, super flexible business communications services.
And while we are extremely proud of our software innovation, we are pragmatists and know that where we are really making a difference is in the economics.
I’d appreciate hearing from you and learning about how your enterprise or your SIP Trunk service business is evolving and how leveraging creative SIP Trunking architectures can move your business forward for years to come. You can reach me at firstname.lastname@example.org.
Ashish Jain is Director of Solutions Marketing for GENBAND, a global leader in real-time communications software solutions for service providers, enterprises, independent software vendors, systems integrators and developers in over 80 countries. For more information visit genband.com.