How to Sell, Order and Install BeyondVoice with SIPconnect

Layout_8-17.qxp 10/31/2006 9:22 AM Page 1 How to Sell, Order and Install BeyondVoice with SIPconnect

Table of Contents 1. Introduction to the Guide 2. Overview of the SIPconnect Interface Specification......................................4 a. The SIPconnect Interface Specification Defined.................................................4 b. The SIPconnect Opportunity...............................................................4 c. Key Benefits of Direct IP Peering for IP Communications..........................................4 d. The Value Proposition for Cbeyond Partners...................................................5 3. How to Sell BeyondVoice with SIPconnect.............................................6 a. Overview of BeyondVoice with SIPconnect....................................................6 b. Key Benefits of BeyondVoice with SIPconnect for Cbeyond Partners.................................6 c. The BeyondVoice with SIPconnect Service Packages............................................6 d. New Mobile Features of the BeyondVoice with SIPconnect Packages................................8 e. The Key Selling Points of BeyondVoice with SIPconnect..........................................9 4. How to Order BeyondVoice with SIPconnect............................................9 a. Completing the Required Paperwork.........................................................9 - SIPconnect Voice Configuration Form (I) - "Things You'll Need to Do Form" b. What to Expect from Cbeyond During the Installation Process.....................................10 c. Converting a Current Cbeyond Customer to BeyondVoice with SIPconnect at Their Current Location.......10 d. Moving a Current Cbeyond Customer to a New Location and Converting to BeyondVoice with SIPconnect...........................................................................11 5. How to Install BeyondVoice with SIPconnect..........................................11 a. A Typical BeyondVoice with SIPconnect Customer Premise Configuration............................11 b. Important LAN and Phone System Interface Configuration Considerations...........................12 c. What IP-PBXs are SIPconnect Compliant?....................................................12 d. How Do I Learn More....................................................................13 2

Section 1: Introduction to the Guide This guide is designed to aid Cbeyond partners in understanding the unique benefits of the SIPconnect method for direct IP peering for IP communications, and by extension, the benefits created by the new BeyondVoice with SIPconnect service packages available from Cbeyond. In addition, this guide provides important information needed to effectively communicate key selling points to customers and to efficiently navigate the order process with Cbeyond. Finally, this guide will also review essential customer requirements and key considerations that can impact the BeyondVoice with SIPconnect service installation process. It is our goal that this guide will provide our partners and their customers with the critical information they need to ensure the delivery of the highest quality customer service and a pain-free order and installation experience of BeyondVoice with SIPconnect. 3

Section 2: Overview of the SIPconnect Interface Specification The SIPconnect Interface Specification Defined The SIPconnect Interface Specification defines a common set of implementation rules and provides a recommended set of interoperability guidelines for interfacing a SIP-enabled IP-PBX with a SIP-enabled VoIP service provider network, including that of Cbeyond. The SIPconnect Interface Specification thus defines a method for the direct IP peering of an IP-PBX with an IP-based service provider network, identifies which VoIP protocols must be supported, provides guidance in the areas where the protocols leave too many options, and identifies a baseline set of features that should be supported by IP-PBXs and service providers. The SIPconnect Opportunity Today's new Voice over IP (VoIP) communications systems offer customers a wealth of advanced features and networking efficiencies, as well as the ability to easily add new capabilities as requirements change and evolve. IP-PBX deployments in particular are growing dramatically, and most industry analysts agree that they overtook traditional TDM-based PBX deployments in 2005. And by 2008, 55% of all PBXs on the market are expected to be IP-enabled.* However, one of the major drawbacks of today's next-generation IP-based communications architecture is its reliance on offloading packets to traditional TDM devices at various points during a call. While it's necessary in many cases to interface with analog equipment at termination points, in a growing number of deployments a pure end-to-end IP connection is not only possible, but as we'll see, also highly desirable. IP-PBX system vendors and VoIP service providers have largely reached a consensus that the Session Initiation Protocol (SIP) is the best method for establishing voice connections over IP networks. But in today's network architecture, when an IP-PBX interfaces with a service provider's network using a TDM gateway, important information is generally stripped out of the transmission and only basic functionality is achieved. Intelligent enduser identification information can be lost, and network issues such as quality of service (QoS) and application layer security are not consistently addressed. In addition, IP-PBXs from different equipment manufacturers use varying methods to interface with service providers' networks. Consequently, it is difficult if not impossible to preserve and extend vital call and application-related information and thus leverage the power of next generation applications from one IP-PBX to another. The SIPconnect Interface Specification addresses these problems and provides a number of important advantages over current TDM network interface methods. Key Benefits of Direct IP Peering for IP Communications Direct IP peering and SIPconnect provide a number of important benefits: Universal Approach. The SIPconnect Interface Specification fills a current void in the industry by providing clear instructions for IP peering between IP-PBXs and VoIP Service Providers. Customer Cost Savings. Direct IP peering makes VoIP gateways unnecessary, and extends the benefits and savings of VoIP communication systems (i.e. DID and conferencing) into the network and beyond to compliant destinations. 4 * Sources: Synergy Research, Frost & Sullivan, CompTIA

Enhanced Personal Services. A number of enhanced features and services are enabled by direct IP peering, creating a more personalized and more productive communications experience for the user. Transparent Feature Transport. Individual end-user information is passed from the IP-PBX to the network intact (and with application layer security intact) rather than being lumped into one account. This enables important information for presence and other user-based applications to travel through the network to terminating IP-PBXs. Improved Quality of Service. Important transport layer issues are defined and controlled, including QoS configuration, echo cancellation, latency, method for DTMF relay, packetization rates, and codec support. Security. Service providers are able to act as the public interface (for DNS queries, etc.) for communicating with SIP devices via their SIP proxies (i.e. a session border controller). This enables them to add security at the application layer for customer communications. The Value Proposition for Cbeyond Partners One of the biggest challenges for value added resellers (VARs), Interconnects and other Cbeyond partners tasked with installing IP-PBXs for their customers is the PSTN interconnection specifically, using gateways to interconnect to the Cbeyond network. Quality of service problems, including latency and echo, sometimes arise due to the necessity of performing VoIP to TDM conversions, and Cbeyond partners often find that they need to perform custom configurations on a customer-by-customer basis, significantly adding to the cost and complexity of the deployment. The ability of an IP-PBX to directly peer with a VoIP service provider offers immediate relief from such quality of service issues. When Cbeyond handles the interconnection to the legacy TDM world and effectively manages the QoS associated with this interconnection, gateways become unnecessary at customer locations, and the time-consuming task of custom configuring and troubleshooting such equipment is also eliminated. A direct IP peering arrangement also allows a number of important security-related functions to be "off-loaded" from the customer premises to the Cbeyond network, including issues relating to NAT traversal (to allow seamless SIP connectivity through network firewalls) and other security concerns including denial of service attacks. Most importantly, direct IP peering provides a major competitive advantage for partners by enabling a number of features for small business customers that are not possible with traditional PRI-based network interfaces. Partners can offer small business customers DIDs for every employee - something not previously possible in an affordable manner. In addition, direct IP peering provides a more cost-effective alternative to higher-cost fractional T-1s. Since customers don't need to implement as much equipment, partners can be more competitive on their quotes as necessary in order to win more business. For more information about the SIPconnect Interface Specification work being done via the SIP Forum's IP PBX and Service Provider Interoperability Task Group, including the full draft of the specification, visit www.sipforum.org/sipconnect 5

Section 3. How to Sell BeyondVoice with SIPconnect Overview of BeyondVoice with SIPconnect As the pioneering service provider behind SIPconnect, Cbeyond is the first service provider to offer services based on the SIPconnect specification. Cbeyond is now offering enhancements to its BeyondVoice packages of services with support for direct IP peering with IP-PBXs using the SIPconnect Interface Specification. BeyondVoice with SIPconnect enables Cbeyond's small business customers to connect an IP-PBX directly to Cbeyond's VoIP network - without requiring an investment in VoIP gateway devices to convert voice traffic to TDM. Additional benefits of BeyondVoice with SIPconnect include improving quality of service between locations, increasing network security, reducing call latency and increasing feature transparency within and between VoIP networks. What's more, a customer using BeyondVoice with SIPconnect can have a package with as few as four SIP trunks (PRIbased packages by comparison are typically 23 digital trunks, which don't match the needs of most small businesses). This customer can also enjoy the benefits of multiple DID phone numbers, while choosing the appropriate BeyondVoice package based on the actual number of active or simultaneous calls they anticipate making at any given time. BeyondVoice with SIPconnect packages currently range from $495 to "$1695 per month, supporting 1.5 Mbps to 4.5 Mbps of broadband T-1 Internet access and anywhere from four to 48 active calls. IMPORTANT NEWS! The BeyondVoice with SIPconnect packages have been dramatically enhanced with the addition of mobile calling services! Please see the section "New Mobile Features of the BeyondVoice with SIPconnect Packages" below for more information on the various mobile features included. Key Benefits of BeyondVoice with SIPconnect for Cbeyond Partners BeyondVoice with SIPconnect provides Cbeyond partners with the following key benefits: Creates a larger, addressable marketplace because it's highly cost-effective for companies that need only four simultaneous calls Allows more flexibility in the quoting process to win new business since TDM gateways aren't required Delivers a standards-based solution that is not CPE dependent Offers an unparalleled referral network Enables the full power of IP-PBXs Allows partners to offer complete end-to-end SIP-based solutions to customers Enables channel partners to position themselves as industry leaders, and sell more accounts with BeyondVoice with SIPconnect Provides a brand new revenue stream Supports many industry-leading IP-PBXs Adds wireless services to the integrated bundle, creating additional revenue opportunities The BeyondVoice with SIPconnect Service Packages Currently, Cbeyond is offering three distinct BeyondVoice with SIPconnect service packages to serve the needs of a wide range of small business customers: BeyondVoice I BeyondVoice II BeyondVoice III If you are interested in becoming a Cbeyond Partner, please visit www.cbeyond.net/partners/programs.htm to learn about the application process. 6

The following chart compares the key features of each BeyondVoice with SIPconnect package: PACKAGES BeyondVoice I BeyondVoice II BeyondVoice III T-1 Circuits High-Speed Internet Access 1 1.5 Mbps 6 SIP Trunks or 5 SIP Trunks + 1 mobile or 4 SIP Trunks + 2 mobile (15 SIP Trunks maximum) 2 3.0 Mbps 16 SIP Trunks (24 SIP Trunks maximum) Mobile lines can be added 3 4.5 Mbps 36 SIP Trunks (48 SIP Trunks maximum) Mobile lines can be added SIP Trunks and Mobile Lines Domestic Long Distance/ Toll-free/Mobile Minutes (shared by all employees) 1,500 monthly minutes 3,000 monthly minutes 9,000 monthly minutes Additional SIP Trunks and Mobile Lines Analog Ports Provided (for Fax and Modem use) $40 per additional SIP Trunk or mobile line (each line comes with 500 additional minutes) 2 included (up to 14 additional at $10 per port per month) COST PER MONTH (based on a 3-Year Contract) ONE-TIME INSTALL FEE $495 $895 $1,695 $500 $1000 $1500 In addition to the features above, each BeyondVoice with SIPconnect package includes the following valuable managed services at NO ADDITIONAL CHARGE: Unlimited Email Virus and Spam Email Filtering Enhanced Web Hosting Managed Firewall 100 Mb of Secure Backup and Fileshare 1 Fax to Email Number Single or Group Voicemail box 1 Secure VPN Remote User Conference Calling - 60 mins Accounting Codes Public IP Address (1) One Year Domain Hosting Direct Inward Dialing (DID) Local Number Portability Local Calling Features New BeyondMobile data services available with the BeyondVoice packages include: BeyondMobile Email Service (RIM) for an additional $40 for user BeyondMobile Email Service (LG) for an additional $20 per user Unlimited SMS at an additional $10 per user Directory Listing 1 Toll-Free Number Caller ID with Number Directory Assistance Calls (20) Extended Local Calling Areas (Los Angeles, Texas, and Illinois) Calling Cards - 60 mins IMPORTANT NOTES: Any of these services can be upgraded to suit the needs of your customers. The analog ports that are provided are not extra call capacity but analog connections to the supplied call capacity. Thus, if a BeyondVoice with SIPconnect customer has 2 fax machines, 8 DIDs, and 6 SIP trunks, only 4 DIDs can go off-hook and have dial-tone if the 2 fax machines are in use at that time. Long distance minutes include inter- and intra-state inbound and outbound calling and mobile minutes include nationwide roaming and long distance. 7

New Mobile Features of the BeyondVoice with SIPconnect Packages BeyondVoice packages include innovative new mobile features: Customers can combine and share local, long distance and mobile minutes. Cbeyond is currently the only service provider that allows the sharing of landline and mobile minutes. Up to two of the lines in the BeyondVoice I package can be used for mobile services, producing significant savings for small business customers who need less than six SIP trunks and who are also paying for separate mobile services. Additional mobile lines cost $40 each and include 500 minutes of shared LD/Mobile minutes for each additional line. There is no limit to the number of mobile lines that can be added to the BeyondVoice service packages as a customer's business grows. Mobile minutes are shared across all employees at no additional charge. Other carriers charge for this capability. Eliminate massive overages! Customers pay a low flat rate for each additional minute (only 6 cents) used beyond the shared bucket of minutes included in their service packages. No roaming charges. Directory Assistance calls are included in the package. Upgrade to unlimited Mobile to Mobile calling for Cbeyond BeyondMobile customers for $5 per line per month. Upgrade to unlimited night and weekend calling starting at 7pm for $5 per line per month. IMPORTANT NOTE: Customers must sign a 2 or 3 year agreement to obtain mobile services. The Key Selling Points of BeyondVoice with SIPconnect Here are key messages that partners can use to communicate the value and power of BeyondVoice with SIPconnect to prospects and customers: BeyondVoice with SIPconnect is the logical mate to your customer's new IP-PBX, providing a seamless, direct connection to Cbeyond's VoIP network. BeyondVoice with SIPconnect provides an incomparable combination of new, more and better features, including dedicated phone numbers for each employee. BeyondVoice with SIPconnect delivers the highest voice quality of service and a business-grade offering with 99.999% reliability. BeyondVoice with SIPconnect allows customers to easily manage their accounts online 24/7 via the Cbeyond Online Portal. Cbeyond offers a unique, integrated bundle of highly affordable wireline and wireless services, providing additional, significant value to the customer. Cbeyond is an award-winning industry pioneer and technology leader. Cbeyond delivers fully flexible IP phone and data service at an unparalleled value. BeyondVoice with SIPconnect delivers significant upfront and ongoing cost savings by eliminating the need for expensive digital equipment like gateways, and network terminations such as analog and PRI circuits. BeyondVoice with SIPconnect services leverage the latest, standards-based, technology that harness the full power of VoIP telephony. BeyondVoice with SIPconnect provides a future-ready foundation for innovative new services and capabilities, such as presence-powered communications. 8

Section 4. How to Order BeyondVoice with SIPconnect This section will review the required paperwork unique to the BeyondVoice with SIPconnect order process. Please see your Channel Manager or Sales Representative if you need additional information about Cbeyond order forms. Once you become a Cbeyond partner, you can access order forms by going to www.cbeyond.net and clicking on the "Partners" tab and following the "Partner Login" link. Completing the Required SIPconnect Form SIPconnect Voice Configuration Form (I) The SIPconnect Voice Configuration form complements the SIPconnect Local Line order form and requires that the following information be documented: The number of analog ports required SIPconnect Trunk Groups, including number of trunk lines (active calls) required, what telephone number should be the main billing Trunk Group Number, and related fees for the ordering of the Caller ID with Name service Important notes that relate to the provisioning of the BeyondVoice with SIPconnect service, including the requirement that customer's IP-PBX is SIPconnect-compliant, the lack of a testing environment, phone number porting, rescheduling charges, and activation timeframe Customer Phone Equipment, including manufacturer, model number, PBX IP address, and PBX software version Important 911 Emergency Service limitations statement required by the FCC "Things You'll Need to Do Form" The "Things You'll Need to Do Form" is an overview of the specific order and installation responsibilities each new Cbeyond customer must acknowledge prior to the processing of the order. These responsibilities include the following: Validating the accuracy of the order Designating an email address for bill receipt Making necessary directory listing changes Ensuring the presence of phone and LAN vendors at time of activation Providing disconnect notification to current telephone service providers Updating email and/or Web hosting records if not transferring Domain Name to Cbeyond Replying to emails received to verify request to transfer Domain Name to Cbeyond Transferring and uploading Website files to new Cbeyond server space when transferring Web hosting service to Cbeyond Providing a climate-controlled equipment room with grounded 120V power supply to the Cbeyond IAD Provisioning of necessary Ethernet LAN and phone equipment, including LAN cabling; PCs with installed NICs, operating systems, browsers and email clients; and cabling to cross-connect phone system to the Cbeyond phone interface 9

What to Expect from Cbeyond during the Installation Process The following steps are taken after an order for BeyondVoice with SIPconnect service is received by Cbeyond: 1. The PBX is recorded on the Cbeyond Sales order paperwork and submitted to Cbeyond. 2. A Cbeyond Sales Engineer will review the order and discuss with you the type of phone equipment and software that will be installed, the software version currently in use on the IP-PBX, network topology of the customer LAN, number of DIDs, number of analog ports required, etc. 3. A Cbeyond Service Coordinator will review the services order with the customer. 4. The Service Coordinator orders the T-1 line(s). 5. The customer is notified by the Service Coordinator of the T-1 activation date. 6. Service Coordinator sends the Cbeyond Install Profile (cut sheet) with the required PBX registration information to the customer for review. 7. A Cbeyond technician tests and accepts the T-1. If the T-1 test fails, the customer is notified and the activation schedule is adjusted if necessary. 8. Onsite pre-install is usually conducted, and a Cbeyond technician tests the Cisco 2430 series IAD. 9. Onsite service activation is scheduled by the Service Coordinator. 10. The PBX and LAN vendors work onsite to activate the service, and phone numbers are ported. At this point the PBX must be on site, able to register to the Cbeyond network, and able to make test calls. 11. Toll-Free numbers are activated. 12. After the service activation, the customer can manage their account via Cbeyond Online or by calling Cbeyond Customer Care. Converting a Current Cbeyond Customer to BeyondVoice with SIPconnect at Their Current Location In the event an existing Cbeyond customer purchases a new IP-PBX, it is possible to upgrade and convert this customer to a BeyondVoice with SIPconnect service package. Please note the following requirements for conversion: 1. The customer or administrative contact calls Cbeyond Customer Care or submits an online request at www.cbeyondonline.net. 2. A Cbeyond Service Coordinator will contact the person who submitted the request. 3. The Service Coordinator will send the appropriate forms for completion. 4. The conversion process begins when the required forms are completed and returned to Cbeyond. 5. The Service Coordinator will schedule the conversion with the customer or administrative contact. 6. A partner can be made an administrative contact by having a current administrative contact make a request in writing to Cbeyond. 10

Moving a Current Cbeyond Customer to a New Location and Converting to BeyondVoice with SIPconnect: In the event an existing Cbeyond customer moves to a new location and purchases a new IP-PBX, it is possible to upgrade and convert this customer to a BeyondVoice with SIPconnect service package. Please note the following requirements for this type of conversion: 1. Customer or administrative contact calls Cbeyond Customer Care or submits an online request at www.cbeyondonline.net. 2. Within 24-72 hours a Cbeyond Service Coordinator will contact the person who submitted the request. 3. The Service Coordinator will send the appropriate forms which will need to be completed. 4. The conversion process begins when those forms are completed and returned to Cbeyond. 5. The Service Coordinator will schedule the T-1 circuit installation. 6. Once the T-1 is installed and accepted, the Service Coordinator will schedule the move activation date. 7. A partner can be made an administrative contact by having a current administrative contact make a request in writing to Cbeyond. Section 5. How to Install BeyondVoice with SIPconnect This section of the guide will review essential installation issues and considerations related to the BeyondVoice with SIPconnect service packages. A Typical BeyondVoice with SIPconnect Customer Premise Configuration Cbeyond's BeyondVoice with SIPconnect service is the first integrated VoIP and broadband Internet service designed specifically for direct IP peering with IP-PBXs. The illustration on this page shows a typical customer configuration for BeyondVoice with SIPconnect. Note that the IAD provided by Cbeyond must be a Cisco 2430 series router, which connects via the T-1 circuit to the Cbeyond production network for call processing and PSTN gateway functions. Other IAD connections include connection to customer-owned, hardware-based firewall and analog devices such as a fax machines, modems, or analog phone sets either connected directly or via a 66 block. 11

Important LAN and Phone System Interface Configuration Considerations As partners integrate LAN and IP-PBX interfaces to the BeyondVoice with SIPconnect service, there are a number of important issues to consider. 1. It is important to realize that the integration process is NOT plug and play - the integration process requires that several configurations are performed and that repeated testing is performed to ensure proper operation and quality of service. 2. Settings may need to be changed on the IP-PBX, including the format of registration statements that contain the login (i.e., username and password). Without the correct registration statement, the Cbeyond equipment (IAD) won't be able to talk to the IP-PBX or trade information back and forth. It is recommended that partners confer with their Cbeyond Sales Engineer to obtain any necessary changes to the customer's IP-PBX registration statements. 3. Cbeyond Installation teams will activate BeyondVoice with SIPconnect through the Cisco 2430 IAD installed at the customer premise. This IAD will offer a single 10/100 Base T Ethernet interface (physical RJ-45 port) for both voice and data services. 4. Any layer 3 security features in the customer's network -- including firewalls, proxy servers, or routers/switches configured with NAT -- must be SIP and/or application aware. 5. Depending on customer requirements, it may not be necessary to secure more IP addresses for configuring the customer's LAN and IP-PBX. A customer may configure all network elements with private IP space, which is preferable for security purposes. Cbeyond also offers a Managed Firewall service and other security features, which can be customized for specific customer needs. Routable "public" IP space is also available through Cbeyond for configuring network devices that must be addressable from the public Internet. 6. Customers who are installing BeyondVoice with SIPconnect service must operate a SIP-connect-compliant IP-PBX. Cbeyond has certified a number of IP-PBXs, which are known to comply with configuration and operating requirements for interfacing trunks to the Cbeyond network. 7. Partners will need to obtain Cbeyond-specific configuration information, configure outbound trunks in the IP-PBX, configure internal extensions, and define any related internal routing instructions. 8. To ensure that a customer's LAN architecture is VoIP-ready, Cbeyond recommends at minimum 100 Base T Ethernet, CAT-5 cabling, and switched LAN environments. For LANs anticipating a high volume of voice and/or data traffic, it is highly recommended that partners design and implement LAN-based QoS features. 9. In addition to the SIPconnect interface on the Cbeyond-supplied IAD, Cbeyond includes two physical ports free of charge for analog devices. Up to 14 more analog ports can be provided (at additional charge), depending on the customer requirements. These analog ports are recommended for all fax and modem applications, and can also be used to connect analog phones that are typically located in the break rooms, lobby/receptionist areas, warehouses, etc. Note that an analog port is not extra call capacity. It is just another connection sharing the same total capacity. For example, if a SIPconnect customer has 2 fax lines, 10 DIDs, and 6 SIP trunks, only 4 voice trunks are available if the two fax machines are currently in use. 10. Cbeyond cannot offer voice quality guarantees for remotely connected phones that are connected to BeyondVoice with SIPconnect off-net service (across the public Internet). Cbeyond can support QoS settings for voice traffic routed on-net only. 11. E911 service is not available on remotely connected phones. Any attempt to reach E911 services will reach dispatchers of emergency services at the main host location, the physical location where BeyondVoice with SIPconnect is installed. What IP-PBXs are SIPconnect-Compliant? A number of SIPconnect-compliant IP-PBXs have been certified by Cbeyond - and additional IP-PBXs will be added to the list of compliant systems as phone system vendors and Cbeyond complete the certification process. To obtain the most up-to-date list of SIPconnect-compliant IP-PBXs certified to work with the BeyondVoice with SIPconnect service packages, please contact the Sales Engineer in your market or visit http://sipconnectpartner.cbeyond.net. 12

How Do I Learn More? If you are interested in learning more about BeyondVoice with SIPconnect, we encourage you to attend an upcoming SIPconnect Partner training course. For more information or to register for a class, please contact the Sales Engineer in your market by sending an email to sales.engineers@cbeyond.net. 2006 Cbeyond. View conditions and complete contract at http://www.cbeyond.net/constants/legal.htm. All rights reserved. 13