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    Selling the Flexibility of AsteriskAstricon September, 2008

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    Asterisk as the Third Option

    Cisco has an enviable marketing machine - see network TV

    Middle-tier vendors have substantial channel relationships - see Mitel / Avaya

    Asterisk has substantial nerd-lust (never underestimate nerd-lust)

    Prospects are increasingly adding Asterisk-based solutions to their RFPs outof curiosity

    Selling the Flexibility of Asterisk | Astricon September, 2008

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    A Comparison of Relative Equals

    Feature-set comparisons across options vary little

    Hardware selections are actually superior in Asterisk vs. proprietary platforms

    Fancy functionality is available in all platforms

    When you consider the features USED by the average customer, a lot ofcapabilities become a secondary consideration

    Selling the Flexibility of Asterisk | Astricon September, 2008

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    But Asterisk has a Distinct Advantage: CHOICE

    Shelton | Johns is built entirely upon choice as an idea

    Choice of platforms

    Choice of networks

    Choice of 3rd party products Choice of vendor

    No other VoIP solution can offer choice the way an open, standards-basedsolution can

    Choice is the cornerstone of your competitive stance in the sales process

    Selling the Flexibility of Asterisk | Astricon September, 2008

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    Dont Sell a Phone System, Sell a Network

    VoIP is an application residing within a larger network

    The greatest value comes from a broad network conversion, not a VoIP phonesystem

    Most brand-name vendors fail to sell the smart network design - it does notplay to their proprietary model

    Dissect your customers telecom spend and build a unique selling proposition

    Warning - Selling this broad premise can confuse you out of the running

    Selling the Flexibility of Asterisk | Astricon September, 2008

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    The Shelton | Johns VoIP Business Case

    Sell the merits of a VoIP conversion FIRST. Sell Asterisk second.

    The greatest value comes from a broad network conversion, not a VoIP phonesystem

    Most brand-name vendors fail to sell the smart network design

    Dissect your customers telecom spend and build a unique selling proposition

    The S|J VoIP Business Case is a complimentary assessment thataccomplishes / communicates all of these things

    Selling the Flexibility of Asterisk | Astricon September, 2008

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    Voice-Enabled Corporate LAN

    Business Case for IP Voice on the Millennium Mats Corporate LAN

    Millennium Mats | Suwanee, Georgia | April 10, 2007

    Bryan M. Johns

    PartnerShelton | Johns Technology Grouphttp://www.sheltonjohns.com

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    Shelton | Johns Overview

    Specialists in the design and deployment of media-enabled networksolutions for corporations and carriers

    VoIP design and deployment consultants since 1997

    Work primarily with open standards and open source platforms such asAsterisk, SER and Pingtel

    Supply turn-key SIP-powered network solutions with comprehensive

    training and knowledge transfer services for customer IT and networkmanagement resources

    Pioneers in collocated and peered VoIP architectures for private enterprise

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    VoIP - The Reasons Why

    Access to advanced features such as:

    Full-featured IVR Find-Me / Follow-Me Voicemail-to-Email Queues and Ring Groups Web-based Administration

    Open-standards technology for interoperabilityand longevity

    By-pass toll and increase efficiency bylinking facilities together to dial over IP

    Reduce maintenance and managementcosts

    Pour a foundation for growth and future

    services

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    The Decentralized Enterprise...

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    ...Powered by Centralized IP Infrastructure

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    Voice as Just Another Network Application

    IP telephony brings voice onto the company network where othercommunication tools such as email already live

    Voice on the network puts it in the control of the resources who alreadyhandle the data network

    Consolidating services onto a single network infrastructure reducesoperation and maintenance expenses

    As a network application, voice can be accessed from multiple locations viamultiple means

    Centralized infrastructure simplifies security requirements and reducespoints of vulnerability

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    A Foundation for Future Communications

    Centralized | Peered voice infrastructure places systems in the heart of newservices

    Infrastructure and service provider changes are simplified

    Potential for usage-based as opposed to term-based vendor relationships

    Centralized infrastructure establishes base for simple roll-out of newfeatures and functionality to the network

    Centralized infrastructure simplifies security requirements and reducespoints of vulnerability

    Centralized infrastructure maximizes opportunities to peer with providersand partners in both the application and the communication realms

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    A Promise of Future Savings

    Aggregate dial tone services to a singleinfrastructure and decommission site-specific circuits

    Remove need for facility-specificredundancy and machine requirements

    Remove need for facility-specificmanagement, security and supportrequirements

    Average-down dial tone / circuit usageacross a larger number of users and

    reduce overall network capacityrequirements

    Increase overall buying / bargaining powerby buying network services and access inthe marketplace in a carrier model

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    A Wide Array of Standards-Based Product Options

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    Where can this be done today? -

    SIP service hand-off from a recommendedcarrier such as Cbeyond.

    Cbeyond is an Atlanta, Georgia - based,publicly traded company that has pioneeredsmall business telecommunications services.

    Cbeyond currently provides service to morethan 10,000 Metro Atlanta businesses

    SJTG has more than 30 customers connectedto Cbeyonds SIPConnect service.

    Cbeyond offers a unique combination of VoIP

    technology and traditional TDM services tosupport faxing and other timing-sensitiveapplications

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    Where can this be done today? -

    Metro Ethernet connection to a carrier-rich /service rich facility such as telx at 56 MariettaStreet.

    Telx is home to the VPF (Voice Peering Fabric)which is projected to switch as much as 100

    billion VoIP minutes by 2008Telx operates 12 dense carrier hotel facilitiesin 9 states with a diverse set of carriersolutions to choose from

    Telx facilities are world-class and supply allthe network and power redundancy of itscompetitors

    Telx MMR (Meet Me Room) service allows fordirect connection to VoIP trunking solutions

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    Case 1 | JBoss / Redhat

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    Case 2 | Century 21 Real Estate

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    ROI Analysis - Cbeyond

    Customer ROI Analysis: Millennium Mats

    Existing Telecommunications Infrastructure Operating Expense ROI MONTH

    Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

    $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00

    Telephone Service (23 Line PRI) $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00

    Long Distance & Toll Service $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00

    Taxes & Surcharges $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00

    Phone System Lease $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00Phone System Warranty $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00

    Phone System Maintenance $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00

    Equipment Upgrade (as needed) $14,000.00

    Monthly Expense $17,900.00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00 $3, 900. 00

    Aggregate Expense $17,900.00 $21,800.00 $25,700.00 $29,600.00 $33,500.00 $37,400.00 $41,300.00 $45,200.00 $49,100.00 $53,000.00 $56,900.00 $60,800.00

    Proposed Telecommunications Infrastructure Operating Expense

    Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

    $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00

    Telephone Service (36 Line SIP) $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00 $650.00

    Long Distance Service $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00Taxes & Surcharges $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

    Phone System Lease $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

    Phone System Warranty $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

    Phone System Maintenance $1,200.00 $960.00 $720.00 $480.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00

    Equipment Upgrade (as needed) $18,000.00

    Monthly Expense $20,650.00 $2, 410. 00 $2, 170. 00 $1, 930. 00 $1, 690. 00 $1, 690. 00 $1, 690. 00 $1, 690. 00 $1, 690. 00 $1, 690. 00 $1, 690. 00 $1, 690. 00

    Aggregate Expense $20,650.00 $23,060.00 $25,230.00 $27,160.00 $28,850.00 $30,540.00 $32,230.00 $33,920.00 $35,610.00 $37,300.00 $38,990.00 $40,680.00

    Anticipated Annual Savings Years 2+: $26,520.00

    Internet Service (1.544 Mbps)

    Internet Service (4.5 Mbps)

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    ROI Analysis - Time Warner Telecom

    Customer ROI Analysis: Mil lennium Mats

    ROI Month

    Existing Telecommunications Infrastructure Operating Expense

    Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Month 13 Month 1 4

    $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00 $860.00

    Telephone Service (23 Line PRI) $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00 $965.00

    Long Distance & Toll Service $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00 $800.00

    Taxes & Surcharges $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00 $370.00

    Phone System Lease $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00 $325.00

    Phone System Warranty $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00 $180.00

    Phone System Maintenance $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00

    Equipment Upgrade (as needed) $14,000.00

    Monthly Expense $17,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00 $3,900.00

    Aggregate Expense $17,900.00 $21,800.00 $25,700.00 $29,600.00 $33,500.00 $37,400.00 $41,300.00 $45,200.00 $49,100.00 $53,000.00 $56,900.00 $60,800.00 $64,700.00 $68,600.00

    Proposed Telecommunications Infrastructure Operating Expense

    Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 Month 13 Month 1 4

    $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00

    $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00 $1,450.00

    $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00 $300.00

    Telephone Service (On-Demand SIP) $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00

    Long Distance Service $0.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00

    Taxes & Surcharges $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

    Phone System Lease $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

    Phone System Warranty $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00Phone System Maintenance $1,200.00 $960.00 $720.00 $480.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00 $240.00

    Equipment Upgrade $18,000.00

    Monthly Expense $21,500.00 $3,410.00 $3,170.00 $2,930.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00 $2,690.00

    Aggregate Expense $21,500.00 $24,910.00 $28,080.00 $31,010.00 $33,700.00 $36,390.00 $39,080.00 $41,770.00 $44,460.00 $47,150.00 $49,840.00 $52,530.00 $55,220.00 $57,910.00

    Anticipated Annual Savings Years 2+: $14,520.00

    Internet Service (1.544 Mbps)

    Internet Service (6 Mbps)

    Metro Ethernet (10 Mbps)

    Colocation Fees (2-U)

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    Thats it! Thank you for your time and attention!

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    Overcoming Customer Objections

    Ive never heard of Asterisk / Why havent I heard of Asterisk

    Ive heard that open source solutions arent enterprise-grade

    Who supports it?

    It seems risky

    Selling the Flexibility of Asterisk | Astricon September, 2008

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    Overcoming Competitor Objections

    Asterix is unproven

    Theres no solid vendor support for Asterix

    Asterix is a toy

    Theres no Quality of Service guarantee with Asterix

    Asterix isnt compatible with major vendors equipment

    Selling the Flexibility of Asterisk | Astricon September, 2008

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    General Q & A

    Thank You for Your Timeand Consideration!

    Selling the Flexibility of Asterisk | Astricon September, 2008