IMS to the enterprise

Although most recent announcements about IP multimedia subsystem-enabled applications have centered on consumer voice services, network operators are indicating increased interest in IMS applications for enterprise customers. For example, BT recently announced the availability of its fusion fixed/mobile convergence service to enterprise markets. Last year, BellSouth and Cingular Wireless rolled out dual-mode Wi-Fi/GSM services in a trial deployment with Grey Advertising.

The tilt toward enterprise applications makes sense for three reasons. First, enterprises historically spend more than consumers. Second, operators can help retain lucrative business customers by optimizing communications assets with a single, IP-based network for all types of services and access. Third, operators must defend their customer relationships with enterprises because new entrants are moving into the enterprise communications market, offering higher levels of service customization and integration.

Although IT integration issues and security concerns frequently are cited as barriers to more widespread enterprise adoption of wireless (particularly advanced mobility solutions), the primary issues are more often related to business and operational concerns than technical problems. The key challenge has been to bring enterprises, which need a high degree of service customization and dedicated support, into greater alignment with operators, who are typically more proficient at delivering one service to a large customer base. With the emergence of IMS, enterprise planners have an opportunity (especially with IP/PBX and Centrex) to converge communications and IT business processes over a common IMS infrastructure to achieve better costs, productivity and increased functionality. Operators, in turn, have the opportunity to offer packaged solutions that tie together wireless and wireline, voice and data applications.

Operators should focus more on FMC solutions that drive their customers' business cases, rather than on simply expanding IMS technological know-how. For example, solutions that offer integrated messaging, devices, contact management and a platform for innovative converged data services could offer compelling value for enterprises over time. This task could be challenging.

The enterprise market segment is a combination of mobile data applications and PBX/Centrex applications. Large enterprises typically have different needs than small and medium-sized enterprise (SME) organizations. SME profiles share many characteristics with consumer environments. As a result, the enterprise market is complex and needs careful thinking about the customer value proposition for voice and data applications.

For example:

• Will the IMS/FMC handset replace the desk phone and provide a similar experience or will it serve a niche set of more mobile customers?

• What is the value of seamless mobility, i.e., the ability to maintain uninterrupted communications across the local and wide area?

• What is the economic impact of fixed/mobile substitution in this context?

• What are the converged applications enabled by IMS? For example, the use of SIP and open Parlay-based APIs might offer enterprises the same long-term benefit of converged application development that operators hope to reap from IMS.

Most early trials are focused on enterprise-hosted solutions. As operators plan IMS enterprise services, they take a page from their managed services playbook for wireline data networks. By offering a managed converged solution, they could encourage enterprises to try new IMS-based services without worrying about complex management and maintenance challenges. As initial trial results are incorporated into product plans, we expect to see a more focused set of IMS services emerge for the enterprise with a more defined value proposition.

Overall, enterprise planners and network operators have an extraordinary opportunity to revolutionize enterprise communications solutions so workers really can “take their office with them” anywhere.

PK Prasanna is IMS technology lead for inCode. He is based in Atlanta. Contact him at pprasanna@incodewireless.com.