selling flexibility

8/8/2019 Selling Flexibility

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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



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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



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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



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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



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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


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)



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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


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 (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



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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



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General Q & A

Thank You for Your Timeand Consideration!


selling flexibility

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