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White PaperA Solution from APEX VoiceCommunications and DialogicIncreasing CustomerLoyalty with EnhancedVideo ServicesOmniVox3D Application Server and Dialogic Host Media Processing Software Deliver SolidExecution That Is Open to the Future
White PaperA Solution from APEX Voice Communications and DialogicExecutive SummaryTo win in today’s volatile wireless services market, service providersneed to design, develop, and deploy new enhanced video services andbe prepared to ramp them quickly when they become popular. TheOmniVox3D Application Server from APEX Voice Communicationsrepresents a unique and successful approach to this business challenge,seamlessly combining a powerful, open application server with aflexible application creation environment and a robust managementinterface. OmniVox3D benefits by using Dialogic Host MediaProcessing Software to deliver media processing on standard serversrather than specialized hardware.
A Solution from APEX Voice Communications and DialogicWhite PaperTable of ContentsStrengthening Loyalty with New Services . 2From Still Photos to Interactive Video. 2Flexibility Is Key. 2The OmniVox3D Application Server Solution. 2Seamless Environment for Speedy Service Delivery. 3Modular Design for Varied Network Deployment . 4The Quest for Interoperability. 4Benefits of Dialogic Host Media Processing Software . 4Long-Term Relationship Adds Value . 4Design Delivers Service Reliability and Performance . 5Distributed Architecture and Web Technologies . 6SIP Session Management . 7Working Together to Benefit Customers . 7References . 8Appendix . 8Acronyms . 8APEX Voice Communications is a member in the Dialogic Partner Program.1
White PaperA Solution from APEX Voice Communications and DialogicStrengthening Loyalty with New Servicesonly once for it to run on all 3G handsets. DeliveringToday’s wireless users are increasingly demanding, as theycontinue to expect more new services at a lower cost, andthey have little tolerance for missing out on the latestapplications. At the same time, emerging technologies,together with new regulatory and business models, whichinclude number portability, low-cost roaming, and openhandsets, are giving consumers more flexibility than ever inchoosing a service provider.applications as Java applets, in contrast, can requireCustomer fickleness and a hunger for innovation havebecome service provider focus areas. In a recently publishedstudy of mobile operators, Infonetics Research, a leadinginternational market research and consulting firmspecializing in data networking and telecommunications,asked service providers to identify their biggest businesschallenge. The survey participants rated customer retentionand competition as their major concerns while a focus onprofitability alone rated only seventh [Infonetics].The technology that service providers seem most excitedabout, as they seek to maximize the spending of currentcustomers and strengthen the loyalty of free-spending,cutting-edge users, is video.hundreds of different builds to cater to the different 3Ghandsets available today.Many popular voice applications can move naturally to video: Voice mail to video mail Voice conferencing to video conferencing IVR with a video response Chat to video chat Ring tones to video ring tones Call center to video-enhanced call centerFlexibility Is KeyAfter witnessing the explosive popularity of enhancedservices such as color ring back tones, service providershave learned that they must be nimble in providing newenhanced services. They must be able to react more quicklythan their competition to monetize emerging opportunitiesby moving from concept to deployment quickly.A successful tactic that is rapidly gaining popularity is theFrom Still Photos to Interactive Videodeployment of multi-service application servers withThe excitement generated by video technology began withthe advent of camera-equipped handsets capable ofcapturing digital images and sharing them over the network.This service became extremely popular, and video clips soonfollowed. Today, the trend is interactive multimedia.integrated service-creation environments, based onVideo IVR is an interesting example. Conceptually VideoIVR is similar to traditional IVR but with video added toenhance the experience. The user interacts with a real-timevideo stream by pressing DTMF buttons at the endpoint(typically a mobile handset), or by speaking when speechrecognition is in use. Typically Video IVR is delivered over3G video calls but could be delivered over any mediumable to carry voice, video, and DTMF signals between theendpoint and the Video IVR server.delivery is the SIP-based OmniVox3D Application ServerOne of the advantages of Video IVR is that it places all theapplication logic on the server, which requires that theendpoint act only as a thin client. From a compatibilitystandpoint, a Video IVR application needs to be developeddeveloped in OmniVox3D can run on both IP and2industry standards. Such an application server increasesproductivity while simultaneously reducing time-tomarket, at an affordable cost. A practical, proven modelfor this type of approach to rapid service creation andfrom APEX Voice Communications, which uses Dialogic Host Media Processing Software for delivering media.The OmniVox3D Application Server SolutionThe APEX OmniVox3D Application Server providesthe power to design, develop, and deploy customizedenhanced services and value-added IP multimediaservices on a flexible, open architecture. ApplicationsTDM/SS7 networks, making it an excellent choice fortoday’s hybrid environments that include both existingand next-generation services.
A Solution from APEX Voice Communications and DialogicWhite PaperBecause its design is modular, OmniVox3D can provideOmniVox3D Application Server provides flexibility inoutstanding results on today’s networks, including thosecreating new applications as a result of a tightly integratedrunning VXML gateways or IMS softswitches. ItsOmniView Service Creation/OAM&P Environment.architecture makes the underlying network interfaces andThis seamless environment allows applications to beprotocols transparent to the application, providing thedesigned, developed and deployed in days, rather thanability to create or import an application once and run itin a variety of environments, including wireline andwireless intelligent networks.Seamless Environment for Speedy Service DeliveryThe OmniVox3D Application Server provides a strongand flexible execution environment. It delivers scalabilityand reliability to deployed applications, allowing a serviceprovider to increase resources for service delivery easilywithout compromising quality. At the same time, themonths, decreasing both time-to-market and time-to-ROI.See Figure 1 for a sample of OmniView’s browser-basedinterface, which can be used locally or remotely. Its richcommand set for service development includes ASR,TTS, LDAP/IMAP, ODBC, SNMP, C-Sharp, VBScript,JScript, and others. In a SIP-based network, OmniVox3Doffloads media processing functions and supports a varietyof SIP-compliant components.Source: APEXFigure 1. OmniView’s Browser-Based Interface3
White PaperModular Design for Varied Network DeploymentDesigned with attention to openness and versatility,OmniVox3D can be deployed as a standalone IP-basedapplication server solution or in conjunction with theOmniVoXML media gateway, as part of the APEX MultiService Platform, (APEX MSP ) to serve applicationssuch as Messaging, Prepaid, Conferencing and IVR.To ensure that it works equally well in either deploymentscenario, OmniVox3D has been designed to integrate as acore network element in any standards-based network,including those that must comply with IMS and otherstandards. An important benefit of OmniVox3D’s modulardesign is the ability for customers to use varied networkconfigurations to match unique network requirements.Such a design strategy also gives service providers the powerto deliver new, state-of-the-art services to subscriberswithout compromising carrier-grade performance.Because of its field-proven combined OAM&P andservice creation capabilities, OmniVox3D continues togrow in popularity with over 15,000 installations in 95countries at more than 250 service providers, processinghundreds of millions of calls each day.The Quest for InteroperabilityDialogic Host Media Processing Software (Dialogic HMPSoftware) is an important component of OmniVox3D. Usedas a media server, it allows both timely voice and videoservice creation and successful service delivery. Both productsare designed to support the latest open standards to alloweasy integration with advanced voice and video technologies.Dialogic HMP Software performs media processing taskson general-purpose servers based on standard serverarchitecture without requiring specialized DSP-basedhardware. It supports the initiation and termination ofmultimedia calls, which include SIP-based call controland H.263 video format. The software synchronizes voiceand video streams for playback on IP video phones andIP-enabled soft clients and allows connection to a 3Gnetwork. Dialogic HMP Software can also deliver onlythe audio portion of a video call to an audio-onlyendpoint for 3G/2G gateway functionality.Because it understands the value of open standards toservice creation and delivery in the OmniVox3Denvironment, Dialogic strives to provide the highest levelof interoperability by developing products such as4A Solution from APEX Voice Communications and DialogicDialogic HMP Software using SIP, H.323, and 3GPPstandards as well as MSML. Dialogic engineerscontinually perform interoperability testing betweenDialogic HMP Software and third-party components,and they focus on adding new standards-basedfunctionality (such as video using 3G-324M) as early aspossible. Dialogic’s goal is to help enable APEXdevelopers to accelerate the work and allow them tofocus on enhancing OmniVox3D for their customerswithout interoperability concerns.Benefits of Dialogic Host Media ProcessingSoftwareDialogic HMP Software also provides OmniVox3Ddevelopers and customers with the advantages of asoftware-based solution, which does not requirespecialized hardware for media processing: Ease of use — Installing and updating software iseasier than installing and updating hardware becausethese activities are electronic and not physical. Flexible licensing — Software resources arepurchased separately as needed as part of a softwarelicense instead of in fixed bundles of resources onvarious hardware media board models. Easy maintenance — When more processingresources are needed, resources can be added throughsoftware licensing rather than media boards, whichmust be ordered and shipped. In the case of hardwarefailure, a license can be moved to another server,which is easier than swapping specialized hardwareboards that are generally stored as spare parts.Because OmniVox3D uses Dialogic HMP Software, sellingOmniVox3D is easier and more cost-effective since mediaservers can be downloaded as software, eliminating theneed to transport and install hardware media boards. Thissoftware-based flexibility reduces costs and increasesAPEX’s ability to deliver demonstration units and roll outproduct trials, which, in turn, can accelerate the sales cycle.Long-Term Relationship Adds ValueBecause APEX has worked with Dialogic and its productsfor more than 18 years (since 1989), APEX is able to use thefull range of Dialogic IP and TDM products to providesolutions to its customers in virtually any deploymentscenario. For example, APEX engineers are adept at usingDialogic HMP Software in either a Linux or Windows
A Solution from APEX Voice Communications and Dialogicenvironment, which is a result of APEX’s developmentphilosophy of interfacing to media servers and gatewaysusing open standards such as MSML/MOML and VXML.APEX engineers are also skilled in using Dialogic HMPInterface Boards, which allow host-based resources and IPtranscoding to be accessible from a PSTN interface, andthe Dialogic 1000 Media Gateway Series for seamless IPPBX connectivity. APEX can also deploy the powerfulDialogic Multimedia Platform for AdvancedTCA (MMPfor ATCA) for its customers who are ready to move toAdvancedTCA. MMP for ATCA can deliver applicationssuch as voice and video mail, video portal, color ring backtones, unified messaging, and audio conferencing over IPand PSTN interfaces in wireless and wireline environmentsusing standard protocols for session and media control.White PaperDesign Delivers Service Reliability andPerformanceBecause of their excellent initial design and wiselyengineered enhancements, the OmniVox3D ApplicationServer and OmniView Service Creation Environmenthave continued to be a leading system for designing,developing, and deploying services since theirintroduction in 1989. With its integrated OAM&Penvironment, OmniView can also manage applicationsfrom a single point once they have been deployed,whether on a single server or a network of servers forservice provider and enterprise customers worldwide.The OmniVox3D Application Server, OmniView ServiceCreation/OAM&P Environment and SIP SessionManager are the core elements of the APEX Multi-ServicePlatform. See Figure 2 for a detailed illustration.Source: APEXFigure 2. APEX Multi-Service Platform5
White PaperDistributed Architecture and Web TechnologiesThe OmniVox3D Application Server is built around webtechnologies, making it an excellent fit for high-volumeservices that require superior performance and reliability.OmniVox3D’s distributed architecture and scalable designprovides the ability to create voice and video applicationsonce and run them in multiple environments includingNext Generation Networks (NGN) and AdvancedIntelligent Networks (AIN/IN). OmniVox3D’s uniquedesign also allows its users to grow, without forkliftupgrades, while continuing to take advantage of changingcomputing and network environments.The OmniView Service Creation Environment handlesthe arduous task of designing, developing, and deployingservices with an easy, open-standards-based applicationdevelopment environment. OmniView’s browser-baseddevelopment tool also simplifies and accelerates testingA Solution from APEX Voice Communications and Dialogicand, equally important, test management. Thisintegration gives application developers the power todecrease prototyping and implementation time while stillensuring applications are robust, which is critical intoday’s extremely competitive services market.OmniVox3D’s open architecture also offers loadbalancing and fault tolerant configurations, providing anenvironment with no single point of failure. Thus,OmniVox3D enables the continuous operation of hostedservices. The flexibility of distributed systems also givesgrowth paths to an Application Server that may beconfigured to meet most network configuration andservice requirements.OmniVox3D works in a wide variety of networkenvironments, from Wireless and IMS Networks, to theenterprise back office that needs to add voice, as shownin Figure 3.Source: APEXFigure 3. OmniVox3D Application Server Architecture6
A Solution from APEX Voice Communications and DialogicThe OmniVox3D architecture is designed to interoperatewith standards-based IMS network elements includingSIP MSML Voice and Video Media Servers, powered byDialogic HMP Software.The basic design allows applications to run regardless ofthe underlying hardware so long as the hardware supportsthe latest standards.SIP Session ManagementThe OmniVox3D Application Server includes a powerfulSIP Session Manager. This manager is a SIP Back-ToBack User Agent (B2BUA), a type of SIP Proxy Serverthat provides the front-end interface to OmniVox3D forincoming SIP calls. The SIP Session Manager has thefollowing functionalities that are important for creatingSIP-based telephony services: Program control — Answers calls, performs calldialogs, transfers, and ends calls under the programcontrol of the OmniVox3D Application Server, andhandles call dialog programs provisioned using theOmniView Service Creation Environment. Interface to media servers — Interfaces to standardsbased voice and video media servers powered byDialogic HMP Software via SIP with MSML or VXMLmarkup languages. These media servers are used forplaying voice and video messages, message recording,and the collection of DTMF digits and speechrecognition data from/by the caller under programcontrol of the OmniVox3D Application Server.White Paper Real-time billing controls — Controls the length ofdestination calls, interrupts and plays warningmessages (with media servers using Dialogic HMPSoftware), and performs "follow-on" calls under theprogram control of the Application Server. Interface to Session Border Controllers — Interfacesto third-party Session Border Controllers for routingand application services.Working Together to Benefit CustomersDialogic and APEX Voice Communications share a visionof standards-based voice and video solutions. They bothfocus on providing the market with proven technicallysophisticated products that reduce the time, cost, andcomplexity of delivering services in today’s highlycompetitive communications environment.Both Dialogic and APEX are also dedicated to providingtheir customers with the highest-quality technicalsupport, educational, and professional services, designedto reduce their customers’ time-to-market, but increasetime-in-market.Together, Dialogic and APEX dedicate themselves toplacing open-standards-based advanced voice and videotechnologies in the hands of their customers quickly andcost effectively. Call control — Bridges SIP call signaling to adestination user agent or gateway, and can be used forprepaid billing and call center applications. Underprogram control of the Application Server, it is able tocontrol the length of destination calls, interrupt andplay warning messages (with media servers usingDialogic HMP Software) and perform "follow-on"calls. Because the SIP Session Manager integrates theSIP signaling, media servers and gateways can be freedefficiently from pure SIP calls once a call is routed.7
White PaperA Solution from APEX Voice Communications and DialogicReferencesAbout APEX Voice Communications[Infonetics] Service Provider Plans for Next Gen Mobileand Wireless Broadband, 2007.APEX Voice Communications, Inc. is a leading globalsupplier of multi-service SIP Application Servers to serviceproviders and enterprises, as well as TEMs, systemsintegrators, VARs, and developers. The standards-basedOmniVox3D Application Server enables innovative,revenue-generating voice and video services to reach themarket quickly, easily, and cost-effectively.Acronyms2G2nd Generation3G3rd GenerationAIN/INAdvanced Intelligent Network/IntelligentNetworkASRAutomatic Speech ResponseB2BUABack-To-Back User AgentDSPDigital Signal ProcessorDTMFDual-Tone MultiFrequencyHMPHost Media ProcessingIMAPInternet Message Access ProtocolIMSIP Multimedia SubsystemIPInternet ProtocolIVRInteractive Voice ResponseMSMLMedia Server Markup LanguageMSPMulti-Service PlatformNGNNext Generation NetworksOAM&POperation, Administration, Management,& ProvisioningODBCOpen DataBase ConnectivitySIPSession Initiation ProtocolSNMPSimple Network Management ProtocolTTSText-To-SpeechVXMLVoice eXtended Markup Language8Headquartered in Woodland Hills, California, USA, APEXwas founded in 1989 and has over 15,000 installationsacross 95 countries. APEX has delivered OmniVox3Dsolutions and platforms for small organizations runningsingle services, to service providers running thousands ofsimultaneous ports with hundreds of enhanced multimedia services.About Dialogic CorporationDialogic Corporation is a leading provider of open systemsplatforms to both the enterprise and service providermarkets. The platforms enable converged communications,allowing service providers, developers, and systemintegrators to deliver services, content, and applicationsusing multimedia processing and signaling technologies.Headquartered in Montreal, Canada, Dialogic and itssubsidiaries have over twenty offices worldwide, providinglocal presence, knowledge, and support to serve itscustomers around the globe. Dialogic’s research anddevelopment centers are located in Parsippany, NewJersey; Buffalo, New York; London, England; Dublin,Ireland; and Stuttgart, Germany as well as Montreal.
Learn More about this Innovative SolutionFor general information, proof points, and case studies about the products described in this white paper, visithttp://www.apexvoice.com and http://www.dialogic.com.Dialogic Corporation9800 Cavendish Blvd., 5th floorMontreal, QuebecCANADA H4M 2V9INFORMATION IN THIS DOCUMENT IS PROVIDED IN CONNECTION WITH PRODUCTS OF DIALOGIC CORPORATION (“DIALOGIC”). NO LICENSE, EXPRESS ORIMPLIED, BY ESTOPPEL OR OTHERWISE, TO ANY INTELLECTUAL PROPERTY RIGHTS IS GRANTED BY THIS DOCUMENT. EXCEPT AS PROVIDED IN A SIGNEDAGREEMENT BETWEEN YOU AND DIALOGIC, DIALOGIC ASSUMES NO LIABILITY WHATSOEVER, AND DIALOGIC DISCLAIMS ANY EXPRESS OR IMPLIEDWARRANTY, RELATING TO SALE AND/OR USE OF DIALOGIC PRODUCTS INCLUDING LIABILITY OR WARRANTIES RELATING TO FITNESS FOR A PARTICULARPURPOSE, MERCHANTABILITY, OR INFRINGEMENT OF ANY INTELLECTUAL PROPERTY RIGHT OF A THIRD PARTY.Dialogic products are not intended for use in medical, life saving, life sustaining, critical control or safety systems, or in nuclear facility applications.Dialogic may make changes to specifications, product descriptions, and plans at any time, without notice.Dialogic is a registered trademark of Dialogic Corporation. Windows is a registered trademark of the Microsoft Corporation in the United States and/or other countries.OmniVox3D, OmniView, and OmniVoXML are registered trademarks and APEX MSP is a trademark of APEX Voice Communications, Inc. Other names of actualcompanies and products mentioned herein are the trademarks of their respective owners. Dialogic encourages all users of its products to procure all necessaryintellectual property licenses required to implement their concepts or applications, which licenses may vary from country to country.Dialogic's trademarks may be used publicly only with permission from Dialogic. Such permission may only be granted by Dialogic’s legal department located at theaddress given above. Any authorized use of Dialogic's trademarks will be subject to full respect of the trademark guidelines published by Dialogic from time to timeand any use of Dialogic’s trademarks requires proper acknowledgement.Information about OmniVox3D Application Server and other APEX products has been provided by APEX Voice Communications.Copyright 2007 Dialogic CorporationAll rights reserved.09/07www.dialogic.com10562-01
running VXML gateways or IMS softswitches. Its architecture makes the underlying network interfaces and protocols transparent to the application, providing the ability to create or import an application once and run it in a variety of environments, including wireline and wireless intelligent networks. Seamless Environment for Speedy Service .
