Dialogic case study

One97 Communications, one of India's leading telecom
applications service provider for customer communications, is capable of
reaching vast number of telecom users in India as it has strategic business
alliances with the major carriers. But for ensuring this, One97 required to
create robust platforms for its futuristic ideas. How did it ensure this?

Challenges

One97 surveyed the media and signaling technologies available in the
market-searching for field-proven, high-density products-that would provide
flexibility and a bankable support structure for a new company seeking to
translate its ideas into real, marketable services quickly. "Of course, we
wanted technology that was field-proven, flexible, and with high density, since
we already knew that rack space rent would be expensive," says Sanjay Singh, CTO
at One97. "But we also preferred technology from a company that would work with
us, as we were a fast growing entrepreneurial company. We wanted a partner who
was looking forward to the future and would provide options that would let its
technology grow with us."

Jyoti Handa, regional sales director, South Asia, Dialogic
Corporation says, "One97 has a requirement to deploy a platform that acts as a
powerful media and signaling engine to pump outbound calls to the subscribers
giving the maximum throughput. Dialogic CG 6565 and TX4000 robust technology
helped One97 to quickly ramp up services with scaling upto 40 E-1's in a
standard rack mount server." He adds, "The major challenge was success rates of
the outbound calls and higher densities in minimal rack space."

The Solution

Since the primary goal of the service platform is to enhance revenue and
profitability of carriers, customer communications was an excellent choice for
an early service application. One97's software designers created a customer
communications application with calls that fell into two service
categories-informational calls, and action calls.

Customer communications has been one of One97's major
successes. To power its platform, which is offered to carriers on a
pay-per-transaction model, One97 chose DialogicCG Series Media Boards and
Dialogic TX Series SS7 Boards, and the Dialogic NaturalAccess Development
Environment. In 2009, One97 evaluated the alternative products available in the
marketplace by testing them under simulated production conditions, and again
chose Dialogic technology for reliability, flexibility, high density, and
excellent support.

"We found that combining Dialogic CG 6565 Series Media
Boards and Dialogic TX 4000 Series SS7 Boards provides us with a robust,
scalable, flexible, and cost-effective solution, which can be implemented with
minimal time-to-market," explains Singh. "Our network specialists initially
worked very closely with the Dialogic support staff to iron out the technical
glitches, and now we run about 32 E1s in a single PCI server with almost 100%
uptime," he says.

One97 is also taking advantage of the SNMP capabilities in
Dialogic NaturalAccess Software, which works with the CG 6565 Series Media
Boards. "We have built our own network management system for monitoring multiple
servers across a network," reports Singh. "This helps us make sure that services
are delivered as requested by our carrier customers."

Aware that technology is always changing, One97
re-evaluated the leading vendors in the media and signaling technology market in
2009 by testing their products in simulated production conditions. According to
Singh, they chose to stay with and purchase additional CG and TX boards.

Results

As per the statistics compiled in 2009, over 300 mn unique telecom users
perform over 5 bn transactions on the One97 platform every month, giving One97
unparalleled user reach and interaction across the markets that it operates in.
Its customer communications business dominates the market with a 70% share in
India.

"For us, this is a big success story," comments Singh,
"because our customer communications solution is implemented across all the
major telecom operators in India." But is One97 resting on its past successes
and its dominance of the VAS market in India? "Not at all!" says Singh.
"Dialogic field engineers have already trained us in IP and video, and we are
all ready to migrate as the market and our newest customer communications
service ideas demand."

Kannan K

kannan@cybermedia.co.in