On the Edge: A Hybrid Approach to Cloud Communications for SMBs

Transcription

1 On the Edge: A Hybrid Approach to Cloud Communications for SMBs

2 Table of Contents Introduction....3 The QoS Problem....3 Edge Devices...4 QoS Techniques Multiservice Business Gateways Hybrid Deployments....5 Equiinet s Managed Service Approach....5 Copyright 2014 Equiinet

3 On the Edge: A Hybrid Approach to Cloud Communications for SMBs INTRODUCTION There is no mistaking the growing interest in cloud communications services. Hosted VoIP and UC services revenue grew 17 percent from 2011 to 2012, according to April 2013 data from Infonetics Research. The growth in cloud communications is for good reason; they are feature-rich, relatively easy to manage and pay as you go. Still, cloud communications might not be the best option for your clients. That s because the quality isn t always business-grade. Some early adopters of hosted PBX services have gone back to premises-based systems because of inferior voice call quality. While tales of switchbacks are anecdotal, they are not uncommon among interconnects that have been called in to set things right. To be sure, sales of PBXs are declining as business customers consider opex models offered by services providers, but with cloud s stringent requirements for robust infrastructure and ample bandwidth, it isn t necessarily the only answer. Managed IP PBX remains the largest business VoIP segment, according to Infonetics and it grew 9 percent in Truthfully, most customers don t really care how their business communications system works; they just want it to work. A spotty connection is unacceptable. For channel partners, then, it s imperative to deliver a solution cloud or premisesbased that will ensure high-quality, real-time communications. Increasingly, that solution may be a hybrid approach that can deliver the best of both worlds. THE QOS PROBLEM Echo, jitter and clipping the culprits compromising quality of service typically are blamed on the public Internet, but with its great size and varied traffic paths, that s really a scapegoat. It s imperative to deliver a solution cloud or premisesbased that will ensure highquality, real-time communications. The real problem is in the local area network (LAN). VoIP traffic is treated the same on the LAN as all the other IP traffic, such as , FaceBook and YouTube. The LAN then becomes the bottleneck for the Internet connection, making voice calls compete with video streaming for bandwidth. Unfortunately, many cloud providers don t thoroughly assess their customer s network, taking the customer s word for its capacity and capabilities. To be fair, it s not easy to test QoS on a system that isn t implemented yet. But this means businesses are making decisions based on marketing promises, and they are disappointed when the reality doesn t match up. The QoS issue is not necessarily a matter of hosted vs. on-premises; VoIP best practices need to be observed in both situations. These include separating voice on the customer LAN either physically or virtually, adding QoS and traffic shaping to segment the data stream and minimizing latency. 3

4 The QoS issue is not necessarily a matter of hosted vs. on-premises; VoIP best practices need to be observed in both situations. What about MPLS IP VPNs? Certainly, MPLS IP VPNs with the ability to deliver classes of service for different traffic types is an option, but it s cost prohibitive compared to an Internet connection for most small and medium businesses, or for multisite companies with a lot of small offices. A better solution for SMBs is an edge device that can play traffic cop and let mission-critical traffic like VoIP through first. EDGE DEVICES Edge devices may be routers, switches, integrated access devices (IADs), etc. that provide entry points into enterprise or service provider networks. Because VoIP requires QoS capabilities beyond those found in most routers, there are specialized QoS appliances that use various techniques to control delay, jitter and packet loss. QoS Techniques Among these techniques are: Application Acceleration Often employed as part of a WAN Optimization effort, Application Acceleration is comprised of several techniques, namely compression, caching and protocol optimization, to speed up performance of applications on a wide area network. Caching One of the data reduction techniques used in Application Acceleration is caching. Object caching is placing a copy of the content in a location closer to the user than the originating server. This saves time and bandwidth when a user requests the same object again or when multiple users request an object at the same time. A second, more granular type is byte caching, which is made possible by two appliances on the local and remote ends of the network. Accordingly, byte caching is bidirectional. Content Filtering Another component that can fall under WAN Optimization is eliminating undesirable content that can clog up the WAN and impact the performance. Examples include Web surfing, peer-to-peer, file sharing, personal VoIP calling traffic. Every corporation should set acceptable use policies for network users; however, content filtering techniques can help that along. Load Balancing A technology used in Multi-Homed Networks to distribute traffic evenly across multiple WAN links. It also enables Link Failover. Link Failover A benefit of Load Balancing in Multi-Homed Networks is that when one WAN links fails, traffic can be routed to the remaining link(s). Protocol Optimization One of the techniques used in Application Acceleration, protocol optimization makes chatty protocols CIFS or file sharing work better and faster by reducing the number of round trips between the client and server. Route Optimization A technology used in a Multi-Homed Networks that monitors available external links in real time and routes packets based on performance metrics Traffic Shaping A technology used in WAN Optimization that limits bandwidth by user or by an application. Bandwidth can be throttled based on an IP address, MAC address, network subnet or service type Wide Area File Service A data reduction technique that employs caching of file copies accessed over a WAN in local devices, so that subsequent users get accelerated performance 4

5 A hybrid approach combines the quality control of a premises-based solution with the business continuity characteristics of a cloud solution. WAN Optimization A set of techniques, such as Traffic Shaping, QoS and Data Reduction, that are used to improve the performance of the WAN Multiservice Business Gateways To help tackle these requirements more economically for SMBs, some vendors started combining voice and IT functionality all in one box. The so-called multiservice business gateway (MSBG) combines the functionality of a router, Ethernet switch, security firewall, VoIP gateway and other single-purpose appliances. VoIP, analysts say, is a huge driver for MSBG sales. The MSBG market has fared relatively well as branch offices and small businesses look to reduce costs, pushing worldwide annual unit shipments toward 1.8 million by 2015, according to research firm In-Stat. Major benefits of MSBG devices include superior voice and data security, an integrated easy-to-use platform that hosts multiple business applications, simplified maintenance and management, and enhanced productivity, said analysts at Global Industry Analysts. HYBRID DEPLOYMENTS Deployment of a PBX with a QoS appliance or MSBG that does it all can help small businesses to support quality communications services. However, in an allon-premises deployment, if the building catches fire (or is compromised in another way), calls don t work. Essentially, businesses have traded one problem for another. That s where a hybrid approach can fill in the gaps, combining the quality control of a premises-based solution with the business continuity characteristics of a cloud solution. So, for example, should a hardware failure occur, calls can be routed through the cloud to alternate phone numbers, so customers are not getting a busy signal and employees still can initiate calls. EQUIINET S MANAGED SERVICE APPROACH Equiinet has taken a unique approach to SMB quality-cost dilemma by deploying its own multiservice business gateways to deliver a subscription-based managed service, with connectivity and failover to the cloud. The customer does not have to buy, install or manage the edge device. Equiinet uses it as a tool for delivering a range of services (not only hosted PBX) as well as for initiating and terminating service licenses, pushing out new services options and monitoring broadband usage/ failover to secondary connections, including LTE. Equiinet CEO and President Leith Martin said voice is a small slice of the system s capabilities, but it is the most common entry point for converting customers to a managed services subscription. The menu of service add-ons includes: Advanced Firewall A firewall guards your client s internal network against malicious access from the outside, and it can also be configured to limit access to the outside from internal users. Anti-Virus Data going through your client s broadband connection can be scanned against a virus catalog which is updated daily. 5

6 Auto Attendant With auto attendant, calls are automatically answered 24/7. Callers are welcomed with a custom greeting and transferred to the extension or department. Central File Storage Keeps important files centrally giving all users access whether at home or on the move. E911 Emergency calls are supported. Failover In the event of a connectivity failure, traffic is automatically and seamlessly redirected to an alternate Internet connection (4G, 3G, wireless, cable, dialup, etc.) or directed to a cellphone or other telephone number. Follow Me Calls are forwarded to a mobile, office and home number in any particular order or all simultaneously. Mail Server Hosting s with features like quality assurance, backup and SPAM control. On/Offsite Backup Back up computers onsite for quick restore with the option of off-site backup for disaster recovery. Unlimited Local/Long-Distance Flat monthly rate for calls instead of perminute charges. Virtual Fax Send and receive faxes from your computer. Virtual Private Network Allow home or mobile workers to securely connect through an encrypted network. Voic to Phone messages are delivered to accounts as an audio file. Web Caching Web traffic is cached allowing for bandwidth and network optimization. Web Filtering Use black and white lists at a URL level as well as content filtering to key words. Website Hosting For internal and external websites. Wi-Fi Wireless access with the option of either bridged or unbridged mode (for public access point); no need for a separate router. 6

7 The Equiinet platform is so flexible, it can support new services as they are developed without replacing the device. The platform is so flexible, it can accommodate new services as they are developed and Equiinet finds demand without replacing the device. As an example, the device could support digital signage deployments and music streaming since it already comes with the required hardware interfaces. The Equiinet appliance was based on a platform in use in the U.K. for 10 years with more than 40,000 deployments. The company, under a subsidiary called Ubiquita, developed the multiservice capabilities beginning in 2010 with beta testing a year later and general availability in mid Early success brought the two companies together in a merger to deliver the multiservice solution. While Equiinet has the technical chops of an R&D organization, Martin said its primary differentiator is a fanatical level of customer service. As one example of this commitment, he said, We sell auto attendant but we don t use it. Instead, Equiinet answers the phones to assist partners and customers. In addition, he said the company does not charge for moves/adds/changes even though it enables customers to do it themselves from a Web-based interface. Equiinet makes a copy of each customer s entire configuration and stores it in the cloud, so it can restore all the applications and settings in the event of a hardware failure. Perhaps the most telling proof of Equiinet s commitment to service is no long-term contracts. Martin said his company tries to remove all sales objections, but he also knows that his company s solution is very sticky. Customers are unlikely to be able to find a quick and easy replacement. In his experience so far, the only customers that have cancelled services are those that have gone out of business. Equiinet reports success with customers that have employees. Subscriptions range from $100-$3,000 per month depending on the number of locations, call volume and services enabled. (Single locations average $300 per month.) Indirect sales partners are paid all of the first month s MRC plus a percentage of the monthly recurring charge for the life of the customer. Partners that install the edge device also get paid for the installation, or can earn commissions on installs performed by Equiinet. For more information, visit info@equiinet.com