IntelliCom Market Dashboard Advisory

Transcription

1 Next-Generation Business Communications Mitel s Software-Based Approach to Voice and UC November Route 46, Building 1 Parsippany, New Jersey

2 2 Business Communications Enters The Next Stage The Business Communications market has entered a new stage of evolution that is separate and distinct from the traditional TDM and IP Telephony (IPT) phases which preceded it according to the latest research findings from IntelliCom Analytics. This next stage, Business Communications Software (BCS), is being driven by the emergence of software-centric delivery and value models providing new capabilities and business benefits not previously associated with enterprise voice solutions. Software-based provisioning of communication applications in these next-generation architectures coupled with greater support for open standards has started to break down the walls that have long separated the proprietary PBX from the rest of the customer s IT environment. This both improves the flexibility in how these solutions are deployed and fosters deeper integration with business and user productivity applications deployed elsewhere within the enterprise. Software-based approaches are also driving greater support for third-party open hardware providing added flexibility and reduced costs for the customer in many cases compared to traditional proprietary appliances. These BCS architectures are also beginning to tap into the latest virtualization technology which reduces the number of servers required to support a variety of enterprise applications, saves space and energy, and supports the business s broader data center consolidation initiatives. But these next-generation approaches also provide a range of business benefits that extend throughout an organization not just the technology and cost drivers that traditionally concern IT. Unified Communications (UC) has emerged as a new class of productivity-enhancing capabilities for both individuals and organizations. UC provides the end user with greater control over how they communicate and collaborate with others, independent of location or device, while also boosting overall efficiency by making their preferences and status more transparent to the business as a whole. Additionally, UC delivers targeted functionality that can be tailored to the needs of specific job functions and individual preferences. In this way, a business can deliver the most appropriate functionality to specific employees based on their intensity of external communication, need to collaborate with others, mobility requirements, and other role-based drivers. Although some basic UC applications can be retrofitted to a number of legacy voice solutions, this type of implementation does not generally deliver the customizability of a BCS approach, nor does it support the deep integration of voice and UC features into linked business applications enabled through a software-based architecture. Such integration can provide compelling improvements to an organization s specific business processes that deliver far higher value than standard UC point applications alone or the narrower technology and cost considerations normally attached to traditional voice solutions. And this value potentially extends throughout an organization, providing unique benefits to specific functional departments, management of particular lines of business, and ultimately individual end users. The IntelliCom Market Dashboard SM was developed to track this market-level transformation toward next-generation BCS approaches while also assessing the progress that specific providers are making in adapting their delivery and business models to compete in a software-based world. This document provides an assessment of Mitel's positioning on several key aspects of this transition. How Mitel Is Approaching This Transition Mitel has a rich history as a provider of traditional business communications solutions and has been quick to embrace the key market shifts of the past decade. Heavy research and development investment throughout this period has resulted in an aggressive product portfolio shift, first to IPT, and more recently, to software-based UC solutions and hosted services. Mitel is bringing these solutions to

3 3 market through an innovative managed services-based approach that helps their customers ease the upfront costs associated with major technology transitions. Mitel s efforts to adopt a more software-centric delivery model are most apparent in its evolving call control platform architecture and associated applications. While a traditional packaging approach was utilized on earlier versions of the 3300 IP Communications Platform, Release 8.0 and higher are based on a version of the open Linux operating system. The next step in Mitel s evolution toward a BCS approach was to fully separate the 3300 s call control software from its gateway functionality. The resulting Mitel Communications Director (MCD) is a single stream of software that can now be deployed on a number of industry-standard servers from HP, IBM, and Sun Microsystems (Oracle), integrated into a virtualized data center environment on top of VMware vsphere4, and continues to be offered for Mitel 3300 appliances. Additionally, a multi-instance version of MCD has been developed to support hosted services. These new open hardware delivery options provide a number of benefits to the customer. The first is that the packaging lowers the costs and the number of servers required to implement a full UC software suite, reducing power consumption and more efficiently utilizing space. Integrating call control and UC applications onto a common solution also eases implementation and management for the IT organization while also delivering greater business value to the organization as a whole. Finally, providing a full range of deployment options allows organizations to implement the architecture best suited to their business focus and existing infrastructure, optimizing their total cost of ownership. Through a groundbreaking partnership with VMware, Mitel introduced a version of the Mitel Communications Director in March of 2010 that can be delivered on VMware s vsphere4 virtualization platform. Deploying vmcd along with other Mitel communication applications in a virtualized environment enables customers to consolidate servers and host UC from central datacenters that also support their key business process applications. This development enables a complete UC applications suite to be deployed as a pure software-only solution consolidated onto a single server which can also be running other business software applications a milestone that Mitel was among the first in the industry to achieve. This reduces costs and improves management efficiency while also more flexibly extending the specific UC functionality and business process improvements that the organization or individual employees require. In effect, this elevates communications technology to a strategic IT asset that is fully integrated into the enterprise s data center. But this technology may also hold appeal for SMB customers without a formal IT function, as an integrated UC package can be delivered on premise as a single-server solution or as a cloud-based service from an external provider s data center. IntelliCom s findings indicate that Mitel s efforts to expand its voice and UC delivery options to include a range of software-based alternatives strongly complements its ability to deliver comprehensive solutions targeted to the business benefits of specific customers at the go-to-market level. The two sections that follow provide detailed analysis of Mitel s key competitive differentiators in these areas. Articulating Next-Generation Value to Business Users While providing an architectural foundation is an important pre-requisite for delivering next-generation capabilities, specific business benefits only become evident to the customer when linked with newlyenabled applications and market positioning that communicates the value that they deliver to specific areas of the business and job functions. The Applications Positioning Index assesses the ability of vendors to address these considerations. All rated vendors are individually scored on five attributes: Traditional Applications Portfolio, Unified Communications Focus, User Centricity, Business Process Positioning, and Vertical Solution Delivery. Mitel s areas of differentiation contributing to its overall score are analyzed in the discussion that follows:

4 4 Figure 1 demonstrates Mitel s competitive positioning in its core market on the key IMD scoring index that addresses the customer value positioning of BCS solutions integrating advanced UC applications. The specific factors driving this assessment are explained in the analysis that follows. Figure 1: IntelliCom Market Dashboard Applications Positioning Scores* Mitel Siemens IBM Cisco Avaya ShoreTel NEC Microsoft Toshiba 3Com Differentiated Well-Positioned Competitive Challenged Deficient * Scores are specific to the SMB customer segment ( users). Source: IntelliCom Market Dashboard, October 2010 Traditional Applications Portfolio Mitel offers a full portfolio of traditional voice applications that leverage both strong in-house capabilities and OEM relationships. Following Mitel s 2007 acquisition of Inter-Tel, considerable effort was placed into developing a single, integrated suite of software-based applications that leverages the best elements of both organizations while also providing a migration path for the legacy installed base of both product lines. The cornerstone of this applications portfolio is the Mitel Application Suite a single integrated software solution that combines previous standalone applications. It provides unified messaging, speech recognition, audio and web conferencing, teleworker, mobile integration, customer service capabilities, and a business communications analytics package. Mitel s virtualization initiatives with VMware extend to the Mitel Applications Suite which, like the vmcd call control application, is also certified to operate on Vsphere 4 as a virtual appliance. This gives medium- and large-enterprise customers the option of deploying the complete Mitel traditional voice applications portfolio on common hardware within their data centers, while SMB customers gain the simplicity of a one-server solution. Unified Communications Focus Mitel was among the first business communications vendors to enter the UC desktop client space with the launch of Mitel Your Assistant in Now branded as Mitel Unified Communicator Advanced (UC Advanced), it is a full-featured unified client providing personal call management, secure Instant Messaging (IM), presence, converged conferencing, and soft phone functionality. Personal call management capabilities allow individual employees to set specific rules for how, when, and by whom they wish to be reached. Integration with corporate directories and intuitive drag-and-drop controls allow users to easily add participants into ad hoc

5 5 collaboration sessions as well. In addition to supporting IM interactions with other Mitel UC Advanced users, this client interworks with third-party IM solutions like Microsoft s MSN public IM service for accessing end users outside of the firm. Mitel UC Advanced also incorporates a secure remote connection capability and can function from any location with a high-speed Internet connection important considerations when supporting remote workers. Positioned as enabling UC anywhere on any device, this application is available as both a desktop PC client and a web-accessible interface supporting mobile smart phones and tablet devices. Although Mitel has long supported integration with Microsoft UC solutions, it is not dependent on any third-party provider to deliver a full suite today. In particular, UC Advanced versions 3.0 and higher include a home-grown presence server capability. But Mitel also recognizes that some customers may have substantial existing investments with Microsoft or IBM that they would prefer to integrate with Mitel-based voice applications. To address these needs, Mitel has built into their architecture support for SIP and other open standards that enable a rich integration for this type of interoperability. User Centricity Providing choice and targeted UC benefits to individual end users is one of Mitel's key areas of focus today. This emphasis extends both to employees working from traditional fixed locations and the growing ranks of an increasingly dispersed and mobile workforce. The Mitel Unified Communicator family of clients provides individual employees with personal productivity tools to manage their accessibility and interaction with others in a manner that conforms to their own personal needs and preferences. This flexibility includes accommodating the device of the user s choice to provide access to this functionality from any location. In addition to enabling click-to-call functionality, caller ID screen-pops, and call history, the server-less Unified Communicator Express (UC Express) version integrates Microsoft Outlook and Active Directory contact information with public IM services and is now a free entitlement included with new Mitel solution deployments. As a part of the premise-based presence management functionality provided by the richer Unified Communicator Advanced (UC Advanced) version, users can manage how, when, and by whom they are reachable through a definable set of routing rules that they themselves create. UC Advanced versions 3.0 and higher include Dynamic Status capabilities that provide users with a single interface to manage their IM and presence preferences with the ability to automatically send advisories to those trying to reach them based on certain user-definable conditions. Dynamic Status is automatically updated based on appointments in the individual user s Microsoft Outlook calendar. This limits interruptions to critical issues and contacts when a user cannot otherwise afford to be disturbed while also providing those trying to reach them with an advisory that they have limited ability to respond in such situations. This capability can be particularly helpful when the user is travelling by air or participating in an important meeting. Recently, Mitel has taken the Dynamic Status capability a step further by automatically updating the user s status based on location-based information yielded from the Global Positioning System (GPS) functionality of the user s BlackBerry mobile device. UC Advanced also provides visual voice messaging capabilities integrated with Mitel s NuPoint Messenger unified messaging solutions. This allows users to access and view details of voice mail messages including the identity and presence status of the person who left the message, the time the message was left, and the duration of the message - all from within the UC Advanced user client. Additionally, Mitel Audio and Web Conferencing is now accessed through the UC Advanced client as well, allowing users to manage previously-scheduled conferences while also facilitating ad hoc conferences launched through a click-to-conference function from within the client. This capability can be used to escalate from another form of interaction accessed through the unified client, like an existing IM session requiring a deeper level of collaboration.

6 6 Mitel s Teleworking and mobility solutions replicate the communication application user experience of the office environment for those working remotely, embracing the reality that business users will choose the devices best suited to their needs whether they be fixed, mobile, or a combination of the two. Additionally, Mitel provides users with the flexibility to dynamically manage their availability from their device of choice. This helps organizations to support employees in any geographic location and across a variety of devices with tools that allow them to effectively communicate with the rest of the organization. When mobile or working at alternate sites, employees can select multiple devices that are concurrently connected to their internal communications service, regardless of make, so that calls to their business number can ring their mobile phone, branch office phone, home phone, or any other device they choose. In support of this, Mitel has recently partnered with Research in Motion to integrate Mitel communications capabilities with Blackberry devices through RIM s Mobile Voice System (MVS) platform for enterprise. Business Process Positioning UC applications that make key decision makers and knowledge workers more reachable and productive are increasingly being positioned by vendors as tools to enhance a customer s core business processes such as customer service and operations. Mitel s efforts in this area are built upon the strength of the company s growing support for open-standards in its UC and collaboration portfolio, the increasing software centricity of its solutions, and its evolving strategic alliances, developer community, and go-to-market initiatives that support these nextgeneration capabilities. Mitel Audio and Web Conferencing and TeleCollaboration solutions can further boost individual productivity while also enhancing collaboration among internal work teams and with external business partners. Although varying from one customer to the next based on specific business factors, these tools can deliver a range of benefits including faster internal decision making and responsiveness to customer inquiries and problems. These solutions also deliver hard-dollar savings that can make a compelling business case for their deployment where productivity and other enhancements are less tangible. In particular, reduced travel costs associated with the usage of collaboration applications as an alternative for some in-person meetings is a key driver for their deployment in the current business environment. But effectively positioning communication solutions based on business process enhancement requires a more intimate relationship between customers and the sales channel a significant hurdle for vendors accustomed to selling traditional voice system boxes. Mitel has some unique assets in this regard. The first is that the TotalSolution managed services approach is a highertouch model than the traditional point-purchase approach more typical of voice platform providers. The ongoing nature of supporting this annuity-based service provides a foundation for a deeper relationship with individual customers built over time. Initiatives in hosted communications services enabled by Mitel s increasingly software-centric approach will provide clients additional benefits in terms of reducing administration overhead, freeing up IT resources for other business-impacting purposes. Finally, Mitel s vertical industry solutions discussed in the next section have been built around understanding and addressing the unique business issues impacting specific segments rather than focusing strictly on traditional technology and cost benefits that apply universally. Vertical Solution Delivery Vertical solution packaging and positioning has long been a key differentiator for Mitel. Productlevel customization and integration with third-party vertical applications is one aspect of these efforts. In particular, Mitel manufactures end user devices specifically designed for certain industry segments, including the 5560 IPT trading turret targeted to financial services firms and a low-cost, basic-feature phone designed for use in retail stores. Alliances with third-party partners provide additional integration with specialized hardware such as bed-side communication and entertainment systems used for patients in hospitals,

7 7 emergency pendants and video solutions to help caregivers keep track of residents of assisted living communities, and panic buttons, mass notification, paging, and broadcasting solutions to support the security and disaster management needs of education facilities. While a number of competitors also have some degree of vertical focus from a positioning standpoint, few can counter Mitel s industry-specific approach at the go-to-market level. The company selectively partners with channels that build targeted solutions aimed at addressing common business issues impacting customers in particular industries. This exclusivity of focus gives these channels deep insight into the day-to-day issues that businesses in specific segments face, providing a powerful feedback mechanism back to Mitel and third-party application developers tailoring their solutions for these markets. Mitel s channel program recognizes partners with a strong vertical focus as being specialized in targeted industries like small- and medium-sized hotels and motels that continue to be a strong fit for Mitel s solutions. Delivering Integrated Solutions Based on Emerging Architectures While positioning the incremental value of UC to evolving stakeholders within a customer s organization is critical to accelerating market adoption, these emerging benefits can only be realized if the vendor has the ability to deliver comprehensive, integrated solutions at the go-to-market level. The Solution Delivery Index assesses the ability of vendors to address these considerations. All rated providers are individually scored on five attributes: Solutions Focus, Business Value Proposition, End-to-End Solution Delivery, Customization Options, and Go-to-Market Model Fit. Mitel s areas of differentiation contributing to its overall score are analyzed in the discussion that follows: Figure 2 demonstrates Mitel s competitive positioning in its core market on the key IMD scoring index that assesses the delivery of integrated BCS solutions. The specific factors driving this assessment are explained in the analysis that follows. Figure 2: IntelliCom Market Dashboard Solution Delivery Scores* Mitel IBM Cisco Avaya Siemens ShoreTel Toshiba NEC 3Com Microsoft Differentiated Well-Positioned Competitive Challenged Deficient * Scores are specific to the SMB customer segment ( users). Source: IntelliCom Market Dashboard, October 2010

8 8 Solutions Focus Mitel s TotalSolution managed services program is a key element of the company s overall Solutions Focus in the U.S. market. Available through both direct sales offices and authorized resellers, the TotalSolution offerings combine an equipment lease with maintenance services and solution management on a single monthly payment as an alternative to purchasing communication solutions as capital assets. Additionally, this can be coupled with Mitel's NetSolutions public network services in the U.S. market comprised of voice, data, and mobile capabilities providing a complete communications service solution from one vendor. A Mitel hosted telephony service leveraging the Communications Director platform for hosted service providers allows Mitel to also offer a cloud-based alternative for customers that prefer to limit the amount of equipment deployed on their premises. These OPEX-based approaches can be particularly compelling given today s tight capital spending budgets, and they stand in stark contrast to traditional SMB segment competitors that continue to focus on a point-purchase model for individual products. Although a number of these competitors have also been attempting to shift their sales focus toward greater solution selling, many still rely on channels with a traditional low-touch approach that provides limited post-sale interaction with the customer. Mitel s TotalSolution program, on the other hand, provides ongoing contact with the customer, including periodic technology-refresh incentives for upgrading to the latest platforms and applications without the upfront costs that might ordinarily rule out such a move if the customer had initially purchased their solution instead. This is likely to prove particularly useful in easing the transition to software-based solutions for many customers. At the same time, Mitel is broadening the scope of the solutions that it can deliver. This focus is rapidly expanding beyond core voice capabilities to leverage the latest enhancements to Mitel s internally-developed UC portfolio while also incorporating third-party applications with a broader collaboration focus. Of particular note, TeleCollaboration solutions developed by Magor, a company in Mitel s extended Wesley Clover ecosystem of affiliated companies, are marketed by Mitel as a more cost-effective alternative to expensive telepresence solutions from competitors that are built from proprietary hardware. The TeleCollaboration solution, in contrast, is a software-based solution that integrates high-definition video and audio conferencing with onscreen collaboration. It also tightly integrates with Mitel s voice and UC applications while also leveraging less expensive third-party hardware components such as the servers and HD monitors required to implement the solution. Business Value Proposition Emerging next-generation open architectures and the new applications that they enable have broad potential to elevate the value that customers associate with business communications solutions from a technology basis to a strategic business basis. In addition to breaking down the walls between communication systems, business applications, and network infrastructure, these software-based approaches will enable specific real-time communication features to be more easily embedded into customized applications supporting targeted business processes. At the same time, standard UC applications enhance the personal productivity of individual users and the core business processes of the organization as a whole. Mitel s standards-based approach delivers this value by embracing integration with existing IT assets and best-of-breed third-party components in contrast to some competing approaches that attempt to lock customers into a single provider for their communication solution, business applications, and networking infrastructure. Mitel s TotalSolution managed services program also helps drive a greater focus on business value in the sales process for these evolving capabilities. Although limited upfront investment and total cost of ownership remain key sales drivers of the program overall, incremental capabilities can be added on a per-user basis addressing the unique requirements of the individual and/or the organizational role that they fit into. Given that the typical three- or fiveyear TotalSolution contract is for a much shorter term than the depreciation cycle of a

9 9 purchased voice platform, and that new technology can be added to an existing agreement at virtually any point in time, Mitel s sales representatives have a strong incentive to regularly update customers on how emerging applications can specifically benefit their businesses. End-to-End Solution Delivery Although Mitel generally supports a best-of-breed value proposition based on its recognized competence in premise-based voice and UC solutions that can integrate with a variety of thirdparty solutions in other layers, it has built a number of internal capabilities and third-party alliances that allow it to better support those customers requiring more of an end-to-end approach. While Mitel does not directly produce data infrastructure products under its own brand, Mitel's U.S.-based DataNet division provides customers with access to a variety of thirdparty infrastructure solutions. This organization functions as both a technology consultant providing network assessment and design services, and a systems integrator implementing multi-vendor converged solutions. DataNet currently holds certifications with Adtran, Airespace, Check Point, Cisco, Citrix, HP, Internet Security Systems, Microsoft, Nortel, Novell, Packeteer, SonicWall, Tandberg, and Veritas. Mitel s CommSource organization complements DataNet as the distribution and servicing arm for third-party products across its full U.S. channel. U.S. customers also have the option of obtaining network services directly through Mitel NetSolutions, including Mitel Mobile services launched earlier this year that provide customers with the added convenience of dealing with a single provider for both their wireline and wireless services. This organization is a registered service provider in the U.S. market providing local access, long distance, wireless, MPLS, and hosted capabilities in 39 states. Customization Options Mitel leverages the growing support for open standards built into its core product offerings to address customers requiring customized solutions and integrations with applications from other providers deployed in their environments. The Mitel Solutions Alliance (MSA) program is the primary vehicle through which the company facilitates this integration between its own offerings and those produced by third-party development partners that add incremental value. This multilevel program is targeted to a variety of constituents including application developers, systems integrators, strategic technology providers, and in some cases, enterprise customers directly. Developers gain access to Software Development Kits (SDKs) and documentation for tapping into Application Programming Interfaces (APIs) through the MSA program. Of particular note, Mitel offers an HTML Desktop Toolkit for the development of third-party applications utilizing its 5300-series IP phones as interfaces. These capabilities are commonly leveraged in both the targeted vertical industry solutions discussed earlier, and in tailored, customer-specific applications. Mitel also provides an API to integrate its UC Advanced unified client with external business process applications such as ERP and CRM solutions. While these capabilities generally position Mitel well against the Computer-Telephony Integration (CTI) initiatives of its traditional SMB-segment competitors, Mitel s growing emphasis on BCS-based architectures is opening up a variety of new possibilities. In particular, its alliance with VMware has significant potential in this regard. Virtualization initiatives that deploy real-time voice and UC applications on common hardware with business process applications provide a natural incentive to drive deeper integration between these previously walled-off silos, both from the customer and business partner standpoint. This creates a range of new potential joint-packaging options across Mitel s extended ecosystem of developers and technology partners, particularly those that tie to the company s differentiated vertical industry solutions. Go-to-Market Model Fit As noted in the previous section, Mitel s efforts to pursue a more software-centric delivery approach are creating new opportunities at the go-to-market level. On one level, the strategic alliances with VMware and Oracle (including Sun Microsystems) provide Mitel with access to new channels with greater reach into larger customers than it has traditionally had. But more

10 10 importantly, these efforts may help attract new types of channels intrigued by the growing software centricity of Mitel s delivery model. These include both traditional IT integrators packaging third-party hardware around Mitel s software-based components, and Independent Software Vendors (ISVs) integrating specific Mitel communication applications with their own software. For current mainstream customers, Mitel still maintains a sizable community of indirect global voice resellers augmented by a high-touch support model for large clients, a global account program to facilitate national and international customers, and over fifty direct sales offices across the U.S. market. The TotalSolution managed services platform offered through this channel provides Mitel with a unique approach for reaching customers with both traditional voice system needs and for those resonating to next-generation value. Providing Next-Generation Value Today As demonstrated by the IntelliCom Market Dashboard competitive index scores discussed throughout this document, Mitel is ranked as best in class in its core SMB market in terms of its ability to position the value of advanced applications enabled by emerging next-generation business communication architectures while also having differentiated capabilities to deliver comprehensive solutions that fulfill the promise of this positioning at the go-to-market level. A key factor driving performance in both areas is Mitel s growing commitment to a software-centric delivery and value model. While Mitel continues to provide a strong migration path and support for customers with more traditional requirements, strategic alliances with Oracle, Research in Motion, and VMware are producing compelling new delivery alternatives for more advanced needs and extended enterprises. IntelliCom predicts that the growing momentum behind next-generation, BCS-based approaches like these will transform the competitive landscape over the next five years as customers begin to realize the compelling new benefits they can provide for their businesses. And these are no longer far off projections of what might be possible in the future they represent real solutions producing tangible value today. But as demonstrated by the IntelliCom competitive rankings, not all major providers have embraced this vision. Mitel, on the other hand, has significantly enhanced its ability to position and deliver advanced solutions based on tangible business value today while also strengthening its longterm competitive differentiation and sustainability compared to providers approaching this transition less aggressively. About IntelliCom Analytics IntelliCom Analytics is a professional services and business research provider focused on the rapidly evolving intelligent communications market. Tight integration between custom consulting initiatives, research databases, and market transformation tracking programs gives IntelliCom the ability to deliver highly differentiated client value that blends in-depth analysis with holistic perspectives on the dynamics that are shaping the industry. The IntelliCom Market Dashboard (IMD) provides an ongoing strategic assessment of which vendors are best positioned for success both currently and for the next stage of market evolution, tracks their progress in adapting their business models over time, and determines who is leading the charge based on a series of rating indexes focusing on business model sustainability, communication platform performance, deployment flexibility, next-generation architectural enablers, traditional and UC applications positioning, and integrated solution delivery. For further information, please visit Specific questions may be referred to Frank Stinson fstinson@intellicom-analytics.com. The content of this report contains analysis and assessments based on primary research conducted by IntelliCom Analytics, as well as of information generally available to the public or released by responsible individuals in the industry. While all reasonable efforts have been made to ensure the accuracy and completeness of the information, analysis and assessments provided, IntelliCom Analytics offers no warranty, either express or implied, on the contents of this document, and disclaims any responsibility or liability for its subsequent use. Reproduction of this material, in whole or in part, requires prior written approval from IntelliCom Analytics.