1 Gradwell VoIP Reseller Day 1 > Welcome & Introductions > Agenda > Company Back Ground & VoIP Looking Forward > Sales Tactics > Resellers The Product > Lunch > Technical Issues
2 Welcome & Introductions 2 > Peter Gradwell > Derek Swindell Sales > Gavin Lewinski Technical Support > Welcome to our resellers!
3 What s today about? 3 > Putting Faces to Names > Broadcast Information lots of things we d like resellers to know > Specifics are best dealt with next week > Sharing your experiences > Our aim is to > Allow you to serve clients better > reduce support overheads > We have 80 resellers, so 1:1 support won t work
4 Gradwell dot com Ltd 4 > Started in 1998 as a web hosting company > Hosting work for big design agencies > Campaign support for VSO, Napster, Yo Sushi, Man Booker Prize, etc. > Corporate Services, DNS & Domains > Needed VoIP in 2002 as we worked from home and didn t want to pay for ISDN call divert
5 Gradwell Team 5 > Sales > Derek & Jamie > Support & Billing > David, Barrie, Gavin, Richard, Neil, Paul, Abby > Development & Operations > Ben, James, Helen > Me!
6 Gradwell - Scale 6 > Network spanning 3 London data centres > 12,000 domains, 13,500 mailboxes, 6000 sites > 4500 Customers (Billing Entities) > 5900 phone numbers > 50% Wholesale delivery > 25% Centrex services 2000 extensions > 25% single line services > Top 3 UK SME VoIP Provider
7 Gradwell Customers 7 > Customers in every town!
8 Gradwell - Figures 8 > 13 people in the team, centre on Bath in April > Gradwell owned, debt free > Turn over doubled last 3 years & Profitable: > 250k (2004), 500k (2005), 950k (2006). > VoIP revenue is 50% of turnover > Aim to be 10x larger in 3-5 years
9 Gradwell - Marketing 9 > Active PR Campaign > Peter Gradwell is an opinion former and commentator > Telecoms Industry & Channel > General Business Press > Focus on online Advertising (Google) > Press Advertising to support comment and editorial
10 Gradwell Industry Development 10 > 999 > Interception > Quality > Phone Numbers > > OFCOM will issue a major ruling on VoIP in mid/late October, and will probably try to make 999 mandatory
11 Gradwell Network 11
12 Gradwell VoIP Network 12 Global Crossing (Outbound) Verizon (Outbound) BT (Inbound) TDM TDM Gamma (Outbound and Inbound Ported) IP IP Magrathea (Inbound/Outbound) Cisco AS5300 Gateway Teles iswitch TDM Nexttone IP Gateway Gradwell SIP Router Sip.gradwell.net Lon-pbx-1/2/3 Lon-pbx-1/2/3 Lon-pbx-1/2/3 Internet Jasomi NAT Proxy
13 Where is the system at today? 13 > Growing very quickly > has exposed flaws in both open source + paid for equipment & software > Customers have become less tolerant faster > Emphasises the need for brilliant quality calls and stability > Quite a complex system with different failure modes > Some issues outside us ISPs under performing
14 System overview 14 > SER SIP Routing Servers > Routes calls in and out of the PSTN > Upgrade to newer software (t) > Reduction in the number of components > Tuning of timings (e.g. call rerouting) (t) > CDR database structure (d) > Generally > Improved call paths > Less components > Call Quality Monitoring > Asterisk Servers (done) > Upgrade to 1.2 (pbx6/7) > New Database Integration > Slightly less functionality > Jasomi NAT Proxies (done) > Memory leak found caused it to crash randomly > Caused by some form of rogue phone bombarding it with traffic > MySQL > Clustering (2007)
15 What is to do? (Infrastructure) 15 > Asterisk Clustering Project > Fail over from a couple of mins to a few seconds > Second call connects > MySQL Cluster for call processing databases > Interconnects > Second PSTN Switch + Dual Interconnects > Migration of numbers from Magrathea > More call quality monitoring + graphs
16 Barriers 16 > Customer support load causes a big diversion > Technology (vendors in denial) > Infrastructure lead times (serious lack of power + space in telehouse) > Thankfully, not money!
17 VoIP What next for functionality? 17 > Greater Volume of basics 5000 users, 500 concurrent calls. > Asterisk Manager Interface TAPI, etc. > Call Pickup, Lit Lamps > Doing Fax In-house > IVR dial the extension you require > White Label End User Web Interface > Online Hardware store (www.gradwell.com/voipstore)
18 VoIP Technology Next 12 Months 18 > Asterisk 1.4 > Jitter buffer better support in poor network conditions > An enormous pile of bug fixes! > Codecs Speex > Wide band (16hz encoding) & Variable bit rate > Sounds 15% packet loss > Speech recognition
19 Any questions? 19 > Company > Product > Future Development
20 Sales & Market Placement 20 Derek Swindell Who is the competition?
21 It s not these 21
22 What do they offer? 22 > Single numbers > Bundled Calls > Great for what it offers > Skype widely used by companies but not an integrated business system
23 Competitors Business Service Providers 23 > Hipcom > Inclarity > Telappliant > Voipfone > Timico > Telinet > Vodat > LVDX > and many more
24 Competitors Business Service Providers 24 > All offering different pricing, solutions etc. > No particular one stands out > Perhaps you have more knowledge
25 Channel Strategy 25 > Resellers already have influence over customers > Helps scale the sales & support > Adds Telephony to your portfolio > Increases Customer Retention > Reseller margins > 10% up to a month on calls, lines > Over % margin on line rental. Call margins (typically 20%)
26 We are a Business VoIP Provider 26 > Hosted Service > Centrex Functionality > Range of numbers > Number Porting > Range of Hardware > Excellent Support
27 Business VoIP Ideal Prospects 27 > New Companies > Companies moving Offices > Multi Locational > Home workers > Branches > Overseas
28 Why do customers come to us? 28 > Poor Quality Service from current supplier > Poor Quality Support from current supplier > Research on Internet Forums etc > Centrex Functionality > What are your experiences?
29 Cost Comparison (1) 29 > International Company with two locations > Example of Company offering holidays to Ghana > 3 phones were supplied to their London office > 1 phone to the Ghana office > Centrex Service with 2 numbers
30 Cost Comparison (2) 30 > Over three years the costs are: Setup phones = 4 x 139 = 556 VoIP Line Rental = 2 x 7x 36 = 504 Phone Line & Broadband = 36*30 = 1080 Total = 2140 Comparison of ISDN Service: ISDN 4 Line PBX with 3 phones = x115 = 894 BT Together ISDN 2e Service = = 1240 Broadband Service = 36*20 = 720 Total = 2854 > This does not include the unspecified cost of phone line or broadband rental overseas.
31 Cost Comparison (3) 31 > Over a 3 year period when comparing VoIP vs. ISDN, VoIP is cheaper > Customer saves on call charges: > Approximately a 30% reduction on their call costs > Free calls to their Ghana office > Discounted international calls to the other destination. > VoIP reduces the cost of making telephone calls and opens up new applications and services e.g. allowing them to benefit from the time zone difference by answering UK sales calls from Ghana during the UK evenings.
32 Business VoIP - Benefits 32 > Hosted Service > Centrex Functionality > Range of Numbers > Range of Hardware > Number Porting > Excellent Support > Continuing Development
33 Any questions? 33 > Competition > Sales Process > Benefits
34 VoIP Reseller Admin System 34 > We ve written two manuals! > What are the products? > Cobranded vs White label > Building Blocks > Reseller Menu > Branding & Templates > Customer Management > Billing & Credit > Data Export > Tariffs & Packages
35 What are the products? 35 > Hosted on SER: > Single Line > SIP In/out > Hosted on Asterisk: > Centrex > IAX in/out > Fax 2 > Basic Call making functionality > Voic > We just signal (no media processing) > Advanced Functionality > Call Routing > Easy Integration with Trixbox > Gradwell does full call processing
36 CoBranded vs Whitelabel 36 > Co Branded > VoIP service from reseller provided by Gradwell > We bill & pay commissions > Sell branded versions of the regular gradwell service > Customers can run in post pay mode if they pay via direct debit > White Label > Customer contracts with the reseller > Reseller bills the customer, collects monies and assumes credit risk. > Set credit limits and adds/removes credit to manage customer credit limit.
37 System Building Blocks 37 > The PSTN Number is either: > a phone number allocated by Gradwell > a number ported to Gradwell > a CLI Number, approved for use as an outgoing only caller ID. > Internal Extension: > 7 digits >
38 System Building Blocks - Extensions 38 Extension Type A simple Extension Hunt Groups Description A SIP client (telephone, software) will log directly into the extension and can receive calls. If no answer, calls can be diverted to another extension or alternative external number. A hunt group controls call distribution to a number of extensions, according to time of day. Calls can be set to ring groups of extensions sequentially or in parallel, for specific numbers of seconds. IVR Voice Menus Voice Menus can be defined which allow users to enter options 0-9 which can then route users to other extensions. If the system does not detect the caller pressing an option, then after a time out, the 0 option is automatically selected. > PSTN numbers route incoming calls to extensions.
39 Reseller Menu 39 Customers provides a listing of customers. Data Export Export customers, extensions and pstn number information for billing. Topups view recent topups. Bulk Credit Import large scale credit adjustments to customers. Packages Modify your packages. Change Password Change your CSR login password. Main Overview displays resellers credit balance and Customer search box. TOS Numbers view temporarily of service customers. Buy Hardware Order phones from Gradwell to ship to reseller. Tariff Builder Create call minutes packages and adjust call costs. Resellers Adjust your reseller settings. Templates Adjust/Remove the s that we send to customers.
40 Branding & Templates 40 > The Templates page contains the formatting and templates for the s that we issue to customers on the resellers behalf. > The User BCC field allows you to specify and address that will receive copies of customers s. > The Admin Template option allows you to send a different to your admin team.
41 Customer Management 41 Manual Credit - This allows white label resellers to manually add or remove credit to the customer in order to adjust their account balance. Customer Ref A resellers customer id. PBX Host Specifies which server the customer is on. If selected, then the customer is using Centrex on one of our asterisk servers. Call Limit Specifies the amount of money a customer may accumulate as unbilled calls, before an invoice is issued. Tariff Determines which call cost tariff the customer is on. Customer ID The Gradwell customer id. Status/Active Usually live. If a whitelabel customer signs up, then the status will change to be a link requiring confirmation by the reseller. Credit Limit Specifies how overdrawn a customer can be. Discounts Allows the reseller to configure custom pricing, usually for hardware discounts. Call Bill Setting Determines which day of the month customers will receive their phone bill on. Agent allows you to specify which sub reseller or Agent, the customer came from.
42 Billing and Credit 42 > If total credit amount is positive, then you can make calls > Credit Limit permits the customer to be overdrawn. > Account balance is the sum of invoices less payments / manual credits, and should be zero. > Unbilled calls/sms is charges yet to be billed and paid for.
43 White Label Billing 43 > Manual Credit and Credit Limit are they key tools in managing the account balance > Credit Limit facility acts as an overdraft > Manual Credit function > add or remove credit from the account balance > offset calls made and invoices raised > Activate Account & Confirming Numbers
44 PSTN Numbers & Packages 44 > The Packages and Numbers section gives an overview of numbers allocated to customers. > They key billing concept in the system is the Package. Packages bind a PSTN number with billing information (monthly fee, purchase date, call tariff) > Click on a link to make changes > Don t forget to activate & confirm!
45 Data Export 45 > Wholesale CDRS > Download can be scripted for white label > CoBrands can do statistics on them > Data Export > Customer data names, addresses, customer ids. > Internal Number data internal extensions, type, voic settings, etc. > External PSTN Number data PSTN phone number, signup date, customer id, package id, package name.
46 Tariffs and Packages 46 > We provide our default retail & wholesale tariffs > You can create new ones just create the delta between base and new
47 Package Editor 47 > Resellers are setup with our packages > Many configurable options just ask (not all are visible) > If you create new packages, tell us
48 Bundled / Inclusive Calls 48 > We don t offer inclusive calls > You can we support it > You need volume & good math model > Tricky for business, as they call mobiles & 0870s lots > We will be trialling bundles buy 1000 mins of UK calls for a big discount
49 Any questions? 49 > Reseller Management System > Tea
51 Basic Configuration 51 > Single Line Accounts. > Reduced Functions available: > Custom CLI Numbers. > Configuration of Extension for voic and divert settings. > Configuration of Alias Numbers for use with divert settings. (Optional) > Configuration of Voice Prompts. > Directory Functions for incoming calls.
52 Advanced Configuration 52 > Centrex Accounts. > Full Control Panel Functionality. > PSTN number Destinations. > Custom CLI Numbers. > Configuration of Extension for voic and divert settings. > Configuration of Alias Numbers for use with divert settings.
53 Common Support issues 53 > Configuration Issues > DNS Servers ( , ) > Hunt group Configuration > Divert Timings & Voic > Loops & Climbing > IVR errors > Prompts take up to an hour to upload > Voic Messages > Upload using either web or phone > Updates to system take ~ 15 mins
54 Phone Gotchas 54 > Volume Control (Distortion) > Call Waiting > Headsets (Snom Power Supplies, Feedback) > Two devices on same extension (no) > Latest Firmware release > Only enable STUN if the NAT Proxy doesn t work > First fix do a reboot of ADSL line and Phone handset > QoS + UPNP should be disabled
55 Provisioning 55 > Grandstreams > Provisioned by hand, can be changed > Linksys/Sipura > Automatically Provisioned, will reset unless you turn it off (provisioning tab) > Snom > Automatically Provisioned, we need MAC address to turn off centrally
56 NAT & ADSL 56 > SIP wasn t designed to work behind NAT or through firewalls > If you have a serious customer, put them on public IP addresses > Less kit to break (no firewall, no nat, no jasomi) > Easier to manage (remote access to phones) > The cost of public IPs is negligible compared to their phone spend (and consequential loss) > No shortage of IPs! > Put the phones on a separate ADSL line to the data network (removes need for firewalls, etc.)
57 NAT Unique SIP Ports 57 > If you do use NAT > We see all phones on a single IP > Each phone runs on it s own SIP listening port > The ports need to be different > 5060, 5065, 5070, etc. > Avoid 5082 and 5060 > Routers with inbuilt VoIP ports will use the low port values themselves, so phones need to be different
58 ADSL Lines 58 > ADSL with many hops, or bandwidth management will introduce latency and jitter > Jitter is voice packets arriving out of order, so they get dropped > Upstream bandwidth restrictions will cause people to sound underwater
59 Gradwell Network 59
60 ADSL Providers 60 > Look for one with a small network > One or Two BT Central Pipes, directly connected to their core network > ~10,000 subscribers > Can we connect directly to them? > Zen, Newnet, AAISP, Enta, Eclipse, Clara > Any others? > If we don t connect directly, then there are sometimes 2 other ISPs between us
61 How do we deal with? Poor Quality 61 > > > PESQ / MOS Scoring (0 -> 4.4) > Which codec > Network > Latency >120ms is too high > Latency causes Jitter > Packet Loss (Routers) and Discards (Jitter Buffers) > Wireless > Volume on the handset (echo)
62 How do we deal with? Dialling Faults 62 > Outbound Dialing > 404 Not Found > 486 Busy > 503 Service Unavailable > Many more failure modes on the PSTN network than in VoIP, so they don t always map across.
63 How to report a dialling fault 63 > If dialling outbound/international numbers, we need: > the number dialled, > the extension you dialled from > Time of call > What the error code is > If dialling inbound, we need: > Caller s CLI > Dialled Number > Time of Call > What the error was / audible message played > Usually we have to liaise with upstream and it takes 24 hours, so please them
64 CDR Production 64 > Take calls from the SIP routers in near-real time > Rate them > Reconcile them against our carriers daily > Usually we get them ready for the next morning > If there is a problem we can process CDRs after we ve cut a VAT invoice
65 Any questions? 65 > Control Panel > Phones & Devices > Support Issues > Anything we ve forgotten?!
66 Finally 66 > Thank you for coming > In the coming months, we re very keen to know what your priorities are > We all want to expand > Safe Journey
VoIP User Guide - Setting up your VoIP system from Gradwell dot com VoIP User Guide Author: Communication Arts, for Gradwell Effective from: August 2006 Document version: Edition 2 Gradwell dot com ltd,
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