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Covad VoIP vPBX and PBXi
Company and Product Background
Cisco is without question the worldwide leader in networking for the Internet. Cisco’s initial focus was on large enterprises and this
continues as its core strength. In recent years, Cisco has worked aggressively to expand its reach directly into the networks of
communications service providers, including Covad’s. Covad’s network is a certified Cisco Powered Network (CPN). Cisco is also
in the process of making its products more relevant for the SMB market by extending down from its strengths in the enterprise
market. In a move to acquire a more SMB centric product set, Cisco acquired Linksys. An additional key priority for Cisco as voice
becomes an application, is to become the networking company of choice for voice services as well as traditional data.
In its efforts to more effectively serve the SMB market, Cisco has introduced a variety of new products that are more applicable to
the SMB market. To address the voice needs of the SMB market Cisco is acting on two fronts. From a premise based perspective,
Cisco launched its CallManager Express product which brings many of the features and functionality of the CallManager product to
the SMB market. The company is also working aggressively with many of the world’s leading service providers to enable hosted
voice solutions. It is clear that Cisco is a proponent of both premise based and hosted solutions depending on the needs of the
customer.
Product Specifics
Cisco CallManager Express, Cisco’s newest IP communications product, is relative to typical Cisco equipment easier to deploy,
administer, and maintain. The solution provides small businesses with a low cost, reliable, feature rich solution for up to 120 users.
The solution is embedded directly into Cisco IOS software and Cisco CallManager Express then enables a number of Cisco access
routers to deliver call processing features similar to those of a key system or low end PBX. While Cisco typically states that the
solution can only support up to 100/120 users, if CallManager Express is embedded into the Cisco 3845 Integrated Services Router
a total of 240 users can be supported. Depending on the platform, CallManager Express can support phones as follows -
CallManager Express will support IP Phone 7902G, 7905G, 791G, 7910, 7914 Expansion Module, Wireless IP phone 7920, IP
Conference Station 7935/36, 7940G, and 7960G. Analog phones (Cisco Analog Telephone Adapter (ATA) required) and fax
machines on FXS ports or ATA in H.323 mode are also supported.
CallManager Express can interoperate with a location running CallManager over the corporate WAN using the H.323 protocol. This
could enable a larger customer to deploy CallManager at the headquarters location and then CallManager Express at various
branch locations.
The most recent release of the CallManager Express feature set 3.2 enables many new features. The following list highlights some
of the key enhancements.
• Customization of softkeys on the IP phones
• Do not disturb, direct calls to voicemail
• IP Phone display of DND state
• Enable and disable call waiting per line
• Called named directly look up for DNIS
• Conference initiator drop off
To enable integrated voicemail and automated attendant features Cisco Unity Express must be purchased and can run on the same
Cisco access router as CallManager Express. Unity Express can only support up to only 100 users regardless of the capabilities of
the router. CallManager Express can alternatively be integrated with third party vendors such as Octel, Active Voice, Stonevoice or
Comverse.
Cisco does not make the number of CallManager Express implementations or sales public information.
Service Element Description Covad Answer
IP Access Service Customer must procure its own IP Access Service An inherent part of all Covad packages
The following prices out the equipment costs a business with 3 locations, headquarters and two branch offices, would
incur to set up a pure Cisco CallManager Express system for 75 users. It is assumed that
1. The corporate LAN is capable of supporting voice.
2. There are 49 users at the headquarters and 26 users distributed evenly across the two branches.
HeadQuarters Cost $ 37,845 Total cost for 75 Seats Across HQ and Two Branch Offices $ 66,177
Sales Method and Target Market
Cisco works closely with its channel partners as its key route to market. The Company is working to improve its channel programs
with respect to the SMB market. Cisco recently improved a number of its channel partner incentive programs to motivate partners
to more aggressively go after smaller businesses. On program in particular, the IP Freedom program was implemented to motivate
partners to sell products such as CallManager Express to business with a minimum of 25 phone sets.
While Cisco continues to make strides in moving down market it is clear that its SMB focus remains on the high end of the SMB
market. While CallManager Express can address the needs of a customer with as few as one to eight lines, Cisco appears to prefer
to enable the service provider channel to go after this portion of the market.
Cisco is working with many service providers around the world. Cisco seeks to leverage its strong brand and contacts in the service
provider community to be a key enabler of hosted voice solutions. To address the needs of the service provider community Cisco
has developed the Cisco Service Provider Business Voice Solution. Cisco sites in its own product literature that those business that
recognize the benefits of IP telephony products “have hesitated to migrate because of the high initial investment costs and technical
complexities.”
A Cisco survey of 500 businesses in the US and EMEA found that more than 50% planned to adopt IP telephony and 28 percent of
those customers indicated that they planned to outsource to a service provider. Enterprises cited the following reasons: free
resources to focus on core competencies, reduce capex, eliminate risk of obsolescence, reduce opex by avoiding hiring specialized
resources, trade variable costs for “pay as you grow” scalability, and simplifying and reducing risk in migration to IP telephony.
Given the small market orientation of the CallManager Express product Cisco could encounter channel conflict with the service
provider community.
Cisco is recognized as the premier networking company These are the exact reasons that Covad’s network is a
in the world. Cisco possesses a broad and best in class certified Cisco Powered Network. Covad can deliver our
product portfolio coupled with a strong sales channel. hosted products via CPN and alleviate the need to
purchase and manage your own CPE.
Cisco has the financial might to be an aggressive player Again, this is why Covad has partnered with Cisco because
in any market it chooses to compete. it is certain that the company will always be a technology
leader
If the business has already standardized on Cisco gear True, this can present a challenging situation but the
throughout its network adoption of CallManager Express customer still must manage CallManager Express adding
would be an easy step an additional burden.
Cisco Weaknesses Attack Strategies
Cisco’s channel is better suited to sell to the large portion Covad is aligned with the needs of the broader SMB market
of the SMB market. and has built its VoIP service expressly for the needs of
SMBs
Many of the features within the CallManager Express A review of each company’s product makes it clear to an
product are not intuitive and require a very strong end user that Covad’s offering is more intuitive and will
understanding of the product on the part of the end user. require much less training.
Cisco CallManager Express must be managed and Covad provides an end to end solution that requires little to
maintained by an IT professional or someone with a no end user expertise in networking.
sound understanding of Cisco networking gear.
To implement CallManager Express a business must have the appropriate people on staff
To implement the CallManager express solution, the business will still need a staff member to deploy, manage and maintain the box.
Covad can alleviate this burden and allow IT staff members to focus on other strategic initiatives.