Phybridge

Steve Fair

The Business of Technology

Cloud Communications AllianceScottsdale, AZ

Sunday October 12, 2014

Your ACE card to Hosted Success

• Accelerate and Increase Revenue.

• Collapse Sales and Deployment Cycles.

• Eliminate Barriers, Challenges and Network Complexities Driving Long Term Success.

Who is Your Target Audience.

TDM to IP CPE or Hosted IP to IP

What Size of Customer?

• Does Your Offering Scale?• What Are the Limitations?

What is Desired Term

• 3 years• 5 years• Over 5 years

Past, Present, Future - What Can We Apply?

• What hosted offering was successful and why?

• What will impact my offering and how do I manage it?

• How do I create an offering today that will drive long term success.

Past - What Made Centrex Successful

• End-to-end control – Control over phone and infrastructure – No other application or user sharing dedicated

bandwidth. • A customer premise topology that is point-

to-point and standard across every location.– Shorter sales cycles given no barriers to adoption.– Same experience across every customer.– Staff skill set requirement is easy to train .– Great customer experience with no impact or

dependency on other parts of business.

Future - Your Strategy Protect and Long Term Success?

Gartner predicts that through 2015 at least 50% of hyperconverged solutions will suffer from poor network designs that will degrade application performance, cause high levels of end‐user dissatisfaction and fail to lead to improved employee efficiency.

Voice ‐ the only application you will be judged on.

From Simplicity to Complexity

Present - Does Your Offering Have Good Alignment

Your Business Requirements and Delivery

Sales Operations Support

Customer Desired End State

Simple Op‐x Model Satisfaction

Present - Are You Sending Mixed Messages?

“Here is our Op-x offering but you have to spend a lot of Cap-x to get it”• Hosted Offering

– Op-x model – No Cap-x requirement– No Operational Impact– No Impact on Business– Business Applications Driving ROI.

Mixed Messages and Business Challenges

“How Do I Get Your Cloud Offering to the Desktop?”

Need a Network Assessment

Pay For Cabling and IDF Closet Requirements

Give us a Network That Supports QoS

Can’t Hold Us Responsible ‐ You Need to Manage Network

Creating an Offering that Supports Short Term Demands While Achieving Long Term Goals.

Accelerate Customer Acquisition

Collapse Sales & Deployment Cycles

Eliminate      Barriers, Risks and Network Complexity

Deliver Customer Satisfaction

Simplify Support

Extend         Customer Contract

How Successful Would You Be If Your Value Proposition Was?

Customer Statement:• Wherever you have an old phone today you can

have a new IP phone tomorrow.

• All the UC applications discussed with no disruption, dependency or LAN requirements.

• Our solution is an end-to-end offering that makes the migration to IP quick, easy and very cost effective.

• It is all included in the price.

Business Practice:Every customer location:• Repeatable, predictable, and scalable

migration strategy. • Gives us the end-to-end control we desire. • Supports our short term objectives and

long term goals.

Create Alignment, Eliminate Barriers, Support Short Term Demands and Long Term Success

Learn from Past & Apply to Future. Simplicity is the Ultimate Sophistication

Cost Effective, Simple, RobustDesigned to Eliminate Infrastructure Barriers

Transform your existing, proven reliable voice infrastructure into an IP path with power ideal for Unified Communications and IP phone deployment.

Ethernet and PoE over a single pair of telephony grade wire with four times the reach of traditional switches.

8, 24 & 48 Port PhybridgePoLRE Switches(Power over Long Reach Ethernet)

Voice Infrastructure: Proven Reliable and Robust

Dedicated Physical Bandwidth for Every PhonePoint-to-Point Delivering QoS and Reliability

Current Voice Topology

IP Phone

Phybridge POE Switch

RouterCAT3 Cable RJ 11

CableRJ 45 Cable

PhyLink

Cross Connect Cable

110 block

Old Digital Today, New IP TomorrowCost Effective, Simple, Robust

Multi ParBundle

110 block

Cross Connect Cable

CAT3 Cable

Wall Plate

RJ 11 Cable

Digital Phone

1 Rack, Stack & Configure Switches

2

Connect Existing Wiring Infrastructure

3Deploy PhyLink & IP Phones

Existing Digital

New IP

LAN Convergence Enabling IPT

Transform Existing Voice Infrastructure• Ethernet & PoE• Dedicated Voice Path

Central Convergence• Single Point - Central if required• All UC Value - No Compromise

Complement Existing Data LAN• No Data Dependencies or impact

Simplify Migration• You’re in Control

RouterMDF

IDF - 2nd Floor

IDF - 4nd Floor

IDF - 6nd Floor

WAN

LAN Dat

a

Voice

VInternet, Private

Cloud. Hosted

Learn from Past & Apply to Future. Retain Simplicity, Retain Customer

Similar Topology

Similar Infrastructure

Similar Skill Set

Similar Experience

Similar Results

Multi-Site Migration Made Simple, Fast & Cost Effective

Repeatable, Predictable, Scalable

Site 1

Site 2 Site 3

Site 4Hosted Call Control

End to End Control

Existing Voice Infrastructure

NO DATA TRAFFIC IMPACT 

ON VOICE EXPERIENCE.

Business Economics

• Accelerate and Increase Revenues– Leverage existing

asset, simplify requirements

Customer Cost

Customer Amortization

Customer Monthly

Cost of Cable Run 150.00$            36 4.17$               PoE Switch 25.00$              36 0.69$               IDF Closet Considerations ??? ??? ???Total  175.00$            4.86$               

Customer Capital Investment Requirements

Phybridge PoE Port To Provider as low as $2 per port

• Lower Total Cost of Ownership– Shorter Sales to

Deployment Cycles

• Greater Customer Retention– Separate end-to-

end offering– No data refresh

exposing opportunity

– Greater customer satisfaction

Deliver on the Promise

Customer Statement:• Wherever you have an old phone today you can

have a new IP phone tomorrow.

• All the UC applications discussed with no disruption, dependency or LAN requirements.

• Our solution is an end-to-end offering that makes the migration to IP quick, easy and very cost effective.

• It is all included in the price.

Business Practice:Every customer location:• Repeatable, predictable, and scalable

migration strategy. • Gives us the end-to-end control we desire. • Supports our short term objectives and

long term goals.

Phybridge Introduction

Large Customer Base

250,000+ Users Globally

Cool Vendors in Enterprise Communications Applications, 2010

Industry Recognition

North American CompanyLeaders in Long Reach PoE

Switching

Private North American Company

20 Notable Communications

Infrastructure Products, 2012

Award-Winning Product

Award-Winning Switches

Federal Government - Embassies

• UK Government - FCO– Locations globally using Phybridge switch

to support IP Telephony – Main offices also using Phybridge– Savings in the $Millions

• Canadian Government - DFAIT– Global deployment on Phybridge

backbone– Savings in the $Millions

Repeatable, predictable, scalable, highly reliable, secure, and easy to manage.

York Region District School Board

• Approximately 200 schools to use PoLRE switch solution

• Successfully migrated over 12 schools• Solution saved money, eliminated

disruption and financial risk• Repeatable, predictable, and scalable

deployment across every school• Customer references available

State Government - Commonwealth of Pennsylvania

• Approximately 4,000 end points at multiple locations including a single site with over 2,000 users

• Completed 7 Proof of Concept sites in a single day to eliminate risk

• Barriers included infrastructure costs, disruption, and reliability

• Deployment completed in less than a week without any employee disruption

• Private cloud offering• Over three years without issue

Good For Customers, Great for Partners

“The Phybridge switch solution

has proven to be a strong

differentiator for us. The value

proposition resonates with the

customer.”

Enterprise Quality Managed Data Switch

• 24 & 48 port configuration; stackable • Full duplex Ethernet with PoE over a single pair with

1200 ft (365 m) reach• 100 times IP voice bandwidth requirements - 10Mbs

dedicated per endpoint• 2 Gb Ethernet ports and 2 Gb Fiber ports for daisy

chaining or spanning tree, for redundancy• A one-year manufacturer warranty, with extended

warranty and maintenance options available• Industry-leading power capabilities

More Than IP Phones

Supports IEEE 802.3af Compliant Devices

High-Quality Managed Data Switch

• Hot swappable, AC/DC power, power sharing for redundancy

• Intuitive web GUI interface • Remote management by port• VLAN setup easy• Easy trouble shooting• Enhanced security features including

– Port lockdown– Separate point to point Infrastructure

• Protocols supported: CDP, LLDP, Telnet, HTTP, STP, RSTP, NTP, SNMP v2c, TACACS+Double click to turn power off and on.

Quick, Easy Migration to Your Hosted VoIP Offering

• 8-Port unmanaged switch that delivers Ethernet and PoE over a single pair of wire with 4 times the reach of traditional switches

• 2 uplink ports for stacking or daisy chaining• Plug and play solution• Quick and easy migration to IPT • A one-year manufacturers warranty is

included