Don't Wait To Get Into Network Convergence

I've written about VoIP (voice over Internet Protocol) and IP telephony many times over the past couple of years. Yet, there are still many cases where VARs that specialize in traditional voice systems and VARs that specialize in traditional data systems can share the same customers. "However," says Sally Stanton, VP of category management for networking distributor Ingram Micro U.S. (Santa Ana, CA), "the time is drawing near when a single VAR will own a customer's data network and voice network."

With the benefits offered by running voice, data, video, and wireless across the same network (e.g. fewer servers, less IT support required), a concept known as convergence, it won't be long before disparate networks become a thing of the past. According to research by analyst group International Data Corp., worldwide deployment of IP telephony equipment is going to grow from a $4.9 billion market to a $15.1 billion market in just three years.

Convergence Requires A Consultative Approach
One important change VARs need to make before selling network convergence solutions is with their sales strategy. "VARs can't enter this market with the mind-set of trying to sell a router or a switch," says Laurie Usewicz, VP of product management for networking distributor Westcon Group North America (Clearwater, FL). "To be successful, VARs need to take a consultative approach. Even though this means a longer sales cycle compared to selling traditional voice or data network equipment, it is a necessary process."

One of the primary pitfalls VARs need to help their customers avoid is network latency. This occurs when voice packets are prevented from traveling from the sender to the receiver in a specified amount of time, usually because of insufficient network bandwidth. Using QoS (quality of service) applications offered by vendors such as Packeteer, Inc. or Brix Networks, VARs can assess their customers' networks and solve this problem. QoS applications are typically set up to monitor a customer's network for a one-week period. After that, a report is created that reveals all the applications and processing that runs on the network. This information is necessary to show how much bandwidth each application uses, and it can also be used to help companies stop unauthorized network use such as software downloading or the use of multimedia applications. "QoS applications also enable users to discover peak network usage times," says Usewicz. "With this information, VARs can help end users prioritize applications so that more important applications -- like IP phone systems -- get priority over lesser applications, like e-mail."

Optimize Bandwidth, Existing Infrastructures
Another important step of the consultative process entails helping customers determine how much bandwidth will be necessary to accommodate multiple applications on the same network. However, a VAR needs to take into account more than just the additional network requirements of a customer's primary facility. "VARs must determine whether other branch offices may begin using the network," says Stanton. After all, one of the primary benefits of IP-based networks is that they enable companies to standardize disparate voice mail platforms into a single solution. This allows companies to communicate among branch offices more effectively and, in some cases, eliminate toll charges incurred for interoffice calls. After the VAR completes the network assessment, it will be in a better position to discuss bandwidth options with the customer. "In some cases the customer will need to purchase additional T1 lines," says Usewicz. "However, VARs need to be sensitive to their customers' budgets. In some situations, it may be necessary for a VAR to implement a data compression solution to help the customer avoid buying additional bandwidth." Another way VARs can work within a customer's budget is to use the customer's existing infrastructure. "The best way to accomplish this is by being able to use multiple vendors' solutions," says Usewicz. "For example, the customer may have a Cisco network, but an Avaya convergence solution may be the most economical add-on. The goal of convergence is one network, which isn't the same thing as one brand."

Another way VARs can achieve convergence success is by building IP telephony solutions based on a networking standard called SIP (session initiated protocol). "The SIP standard allows third party manufacturers to develop client devices that are compatible with the core systems," says Stanton. Because the SIP standard initiates call setups, packet routing, and user authentication to endpoints within an IP domain, VARs need to make sure they select devices that are SIP compliant.