The following post doesn’t really fit in line with the normal spirit of the blog, simply because it’s not funny nor directly related to technology. It’s called Business 2.0, as it relates to the ever problematic question any business owner has: “When should I grow and how?”.

As you may know, I’ve been a freelance Asterisk Platform developer since early 2003, turned to freelance development (Penguin for hire) around April 2007. Since that time, I’ve built systems and platforms for some of the better known brands around the world. Be it working directly with the customer or through a 3rd party (as a sub contractor) – I can easily say that I’ve completed over 120 different large scale projects within 3 years time. Now, when I refer to projects, I’m not referring to installing PBX systems, I don’t do that at all – I’m referring to highly complex application level development, creating some of the most innovative Asterisk based systems I’ve ever seen.

Image via CrunchBase

Image via Wikipedia

Putting aside everything, finalizing a rough estimate of 40 development projects on a yearly base, most of these performed solely by myself is a fairly challenging task. Sure, at times I’ll outsource some work to other freelancers like myself, specifically in fields where I’m not all that fluent (Database, Web Development, UI) – but yet, doing that means that I’m conducting 3 – 5 projects on a monthly basis.

After doing so for 3 years now, I can’t help but start thinking about expanding my business, taking it to the next level by hiring more people and building it up to a new level. Question remains for this: “How? What is the natural track of expanding your business?” – of course the simple answer would be: “Just hire another developer or two, and start doing more sales” – it’s not as simple as it sounds. After thinking about it for some time, I’ve concluded there are a few models of expansion:

Model 1: Organic Growth

Organic growth can be described as the simplest way of growth: “Hire a new guy and get more work in”. The problem with this model that it is fully reliant on your ability to sell more. However, as you concentrate on sales more, you take time from the development and delivery process – thus, the addition of the new developer is not a 100% addition, it’s actually 100% (developer) minus 40% (you) – so you are not at 200% capacity, you are 160% capacity. Surely 160 is 100, however, for the initial 6 months, till the guy learns the ropes, you are not at 160, you are actually at 80 – can you and your business sustain that?

Thus, the main issue with Organic growth is cash flow, can your business sustain the elevated expenses with less income for the period of transition? If the answer is NO, then you need a different method. If the answer is YES, then you are in the best place in the world, however, bear in mind that taking someone to work for you is a responsibility – people are not resources, they are human beings, with families and children – taking someone to work for you is like taking responsibility for their lives.

Model 2: The Partner

A partnership with a person who is equally matched to you is always a good option. Technically speaking, it means that you are teaming with someone who generates as much work as you do and is capable of finalizing the work as fast and as good as you can. Yet, taking a partner doesn’t negate the requirement for a new employee or two. In this case, you may end up with too much sales with too little staff to deliver – that is a big problem.

Another issue with partners is the issue of trust. While most partners tend to rely on each other and trust each other, that trust can easily be broken (in most cases by stupid things). It’s enough for one partner to now carry its weight in sales/development to initiate a chain reaction, shortly ending in the partnership dissolving.

So, the partner is a good option, however, may prove to be problematic if the wrong partner is chosen – in addition, dissolving a partnership solely on these issues isn’t all that simple – and usually ends up in litigation and other judicial issues – YUCK!

Model 3: Un-intrusive Angel

Some people ragard Un-intrusive Angels as “Stupid Money” – an Angel investor that doesn’t interfere in your company business model and operations. In many cases, this is how start-up companies start – someone gives them a lump sum of money to start their business, signing off to own a portion of the new company.

An un-intrusive investor usually gives you the money and pays you a visit once every few months to see how his money is spent. Don’t expect to raise a whole lot from these people, usually you will get anything from 25K$ to around 250K$ – tops. If you are getting an investment from an Angel, make sure you plan your business carefully – and make sure your investor knows what he is getting into. The Angel is not a found piggy bank, he is a business man looking for profit – if you make sure his expectations of profits (time frame, amount, percentage, etc) are kept within the reason of your business – he will make an educated decision and invest accordingly. Promises like: “you’ll double your money in 3 years” are stupid – make sure it’s realistic and to the point. If you promise the moon, and reach a star – that’s a problem, if you promise the skies and hit a start – that’s wonderful.

Model 4: The Strategic-Intrusive Angel

Image by TheFemGeek via Flickr

A strategic angel is similar to the previous one in terms of funds, however, he is more capable in assisting your business meet its goals. Usually, it would be someone who is already a well established figure in your business sector, had made his money from previous companies and is now looking for new ideas and businesses. I call him an intrusive Angel, as sometimes he may have ideas as to where your business should go – and he will make sure you hear his ideas. You may regard it as annoying, but you should still listen to your Angel and pay him the respect he deserves.

Sometimes this Angel may invest in your business due to the fact that he has a hidden agenda. An agenda can be: The angel looks at your business and see a certain potential you are not planning, he’ll invest and try to re-direct your company to the agenda he sees. This is usually the case when your angel is invested into several endeavours that is either parallel to each other or may have orthogonal intersection points. These angels can be the builders of your business or the destroyers, it is up to you to make sure the latter doesn’t happen.

Prolog:

So, which model did I choose? – I didn’t choose yet, I’m still figuring it out myself. What ever the model may be, the choice isn’t simple nor straight forward. At best, whatever choice I’ll take will have a profound impact on my business and me – so I’ll need to weigh my options carefully. If you can think of an additional model, I’d love to hear about it – so just comment on this post.

Well, it’s been almost a month since I’ve started writing about the humbug project. Now, it’s time to actually get you people involved, at least in the initial levels. We are looking to add 10 additional members into the humbug call analytics suite. Currently available analytics during the alpha testing is inbound call analytics.

Our aim is to gather as much information as we can and as much user requests as we can, humbug is a community oriented project, thus it relies on community oriented input and feature requests. Participating members will  be granted access to the humbug analytics portal, allowing them to gather statistical information regarding their inbound call hits and their top ten DID numbers – we are working on additional statistics. As new stats will become available, we’ll role those out into the service as soon as possible.

In order to participate in the closed alpha testing, please send an email to alphatest at humbuglabs.org, and we’ll send you a short piece of dialplan code to insert into your Asterisk server. Technically speaking, we’ll send you a short AGI command that looks like this:

exten => _X.,n,AGI(agi://somehost/DataReceiver,some_unique_ident)

The above line needs to be inserted into any place you would like to generate call analytics from. We’ll also enclose configuration steps for FreePBX (and other FreePBX compatible distributions). We are hard at work for creating a FreePBX integrated module, so you can do a one-click install.

When most of us think about PBX systems, we usually associate these with cumbersome usage, confusing dialing codes and in most cases – a PBX system is automatically associated with the annoying task of transferring a call from one handset to another. Lately, I’ve been thinking deeply about how people use PBX systems, is this really the only way to use a PBX system? is there something else to the mix? can we really enrich one of the oldest operational paradigms in the world? – and for that matter, can the public be re-educated to assimilate a new breed of PBX systems or services?

As to answering the question of re-educating the public, I guess I’ll have to leave that question to the head shrinks. As to answering the latter, enriching the PBX experience is both achievable and advisable. When I say enriching, I mainly talk about your ability to bring to the IP phone functionality usually not associated with it. Imagine to have the ability to receive a stock exchange RSS feed to your phones idle screen, notice that you stock is either rising or falling, and by the flick of a button – either sell or buy. We’ve all come accustomed to IP phones that look like the one of the right. A whole bunch of buttons, that in most cases have no direct use when our phone is utilized using a single account. However, these buttons can be externally re-assigned and re-programmed to achieve greater functionality – surpassing the normal behavior of just making phone calls.

The technology involved exists on almost every high-end IP phone on the market (well, at least those made by SNOM, Aastra, Cisco and Polycom – most of the Chinese makers don’t have this) – it’s called a Mini Browsers. Mini Browsers are exactly what they are called, these are simplified versions of your typical Internet browser. Some vendors had produced their own XML based Mini browser markup language (SNOM, Cisco, Aastra) while others had decided to provide a sub-set of XHTML (Polycom). The variations between the vendors are at the neck deep of the problems of using Mini Browsers, and that is that the formats are considerably different. Sure, SNOM had more or less adopted Cisco’s general structure, however, it still varies.

Through the utilization of this technology, it is possible to create phone based browser applications, that seem native to the phone user, as the general interface resembles the native phone interface. It is now the developers job to make the web interface displayed to the user as seamless and as native as possible, keeping in mind that the developer must remain agnostic to the information retrieval layer. Most companies leave their phone systems and these tasks to their system administrators and infrastructure team, however, this task is far beyond their capabilities and skill set. Creating an agnostic IP phone minibrowser dislplay layer, capable of utilizing multiple vendors and models, is a question of content management and content rendering, very must similar to the content transcoding problem that is common to the mobile content world – in other words, a sys-admin will create an ad-hoc solution, a programmer will create a proper, well structured, well designed solution that carry the enterprise beyond its initial needs and requirements.

A short example of how these interfaces work can be found here – on my company blog.

If there is one thing I like doing is testing hardware, specifically, testing new hardware that is related to Asterisk. I was more than pleased when OpenVox had approached me, asking to review one of their products – specifically after I once announced that I really dislike cheap clone cards. So, I got OpenVox’s D210P card, which is a fairly similar clone to the TE205/TE210 of Digium, and I decided to take a it for a test drive.

So, first off, lets take a look at Digium’s TE205 card:

Digium TE205P Card

The card is based upon two specific chips, the Xilinx Spartan FPGA and an Inifineon based Quad E1/T1/J1 framer chip. Technically speaking, the entire brain of the outfit is located in the Xilinx FPGA (naturally), which on the TE205P now enables remote firmware upgrades and some additional features. Digium had been using Xilinx based boards for over 8 years now, and they’ve been doing the job more than well.

Now, let’s take a look at the OpenVox clone board:

OpenVox D210 Card

The Test Scenario and Comparison

All of the above tests were conducted according to the following scenario:

Testing Lab Server

In general, I’ve connected 3 different IP phones to the testing server: A Polycom 650, a SNOM 370 and a Grandstream GXP2000. All IP phones include the latest firmwares and updates and were all working flawlessly with another similar setup, so I assumed they were all bug and issue free for the testing lab. The main reason I’m using 64Bit CentOS is simply due to the fact that all my servers are 64Bit capable (mainly E5410 and E5405).

Test 1: Normal Telephony

Well, in general, the card does exactly what it should – provides a connection to an E1 circuit (we only have E1 circuits in Israel). I’ve conducted normal telephony functions from all the above mentioned phones. In general, I’ve conduct from each phone a total of 40 calls, and repeated the test once for the Digium TE205P card and once for the OpenVox D210P card. The results were fairly similar with a slight advantage for Digium. In general, the OpenVox card had slipped about 4% of the calls, mainly to an IRQ miss that occurred for some reason. With the Digium card, the IRQ misses were not exhibited, allowing for all 120 calls to traverse normally.

Conclusion: In a normal office telephony scenario, the D210P is a fair choice – however, not my preference for a Call Center or a service provider.

Test 2: 3G based transmission (64kbps bearer capability)

I’ve been playing around with IVVR and Asterisk, mainly using the Fontventa H264 packages for Asterisk (that’s why I used 1.4 branch). With this test, the D210P provided less then medium results, specifically when trying to stream large 3gpp based video streams, while the TE205P had showed no specific issue with the transmission. Main issues exhibited were related to choppy video streams, causing jumps in the stream. The Digium card was fully capable of stream the video without a hitch. Now, I won’t hold this again OpenVox, as this usage is fairly advanced and is required by a very small portion of the market, but I believe they still have some work to do there. As they are using the same framer as Digium, I would deduce that their firmware is either an older import from Digium (reverse engineer) or some other firmware related issue.

Conclusion: Not a pick for 3G transmission with Asterisk.

Test 3: Dropped calls during high loads

No matter what test I did, with OpenVox I’ve always received a dropped call ratio of around 3-4% – when at high loads that went up to around 7%. When I mean high loads, I mean generating 30 outbound calls from Asterisk to one circuit, then receiving them on the second port (yes, a back-loop). I’ve conducted 100 runs of this test, at various speeds. It would appear that when generating calls with a 100ms interval between one initiation to another on the circuit, the OpenVox will drop a call here and there – at sporadic intervals. This may be actually related to the IRQ misses exhibited in Test 1.

Conclusion: If you have high load anticipated – OpenVox is not the choice for you.

Test 4: CPU Load/Spikes

It is a well known fact that all card that are used with Asterisk introduce load spikes of a sporadic nature. In the past, the masters of low spikes were Sangoma, however, with the introduction of Digium’s VoiceBus, that balance had tipped and Digium took the upper hand. In order to evaluate the spikes, I’ve monitor the machines’ load while having 30 calls traverse from one port to the other. The calls were playing back a static file of 5 minutes, and after disconnecting the calls would generate and additional one and continue from there. Both cards exhibited slight spikes when multiple calls either originate or disconnect, however, the CPU spikes that the OpenVox card had exhibited were about 40% higher than the ones exhibited by Digium and there were more spikes than with Digium.

Conclusion: If your system isn’t as beefy as mine, and you need full capacity – OpenVox isn’t the choice for you

Overall Operational Conclusion

The OpenVox card promises to be a low-cost alternative to the Digium card, and it surely delivers. Over all, if you have an office PBX system or a low scale IVR environment, the OpenVox alternative can be evaluated, although it’s not my personal favorite. Sure, in many cases I can say: “OpenVox would do the job” – but hey, I would always rather go with the original and not the clone. I believe that OpenVox are far ahead of its clone competitors (Atcom, Yeastar, Varion, PhonicEQ, etc), simply because it does a better job at building and designing a better card – however, they still have some way to go in order to be completely in-lined with Digium and Sangoma.

Ok, it’s day 1 (or actually day 2) for AstriCon 2009 – and here’s my report for the day.

Yesterday was kind’a of a hectic day for me, as I was teaching a full day track of Asterisk and Cloud Computing, specifically, implementing Asterisk systems with Amazon EC2. I started the day with a class filled with 20+ people, and ended the day with a similar number – so in general I’m very happy. Not many people tend to attend the pre-conference days, so having that number of people and their positive reactions through out the day were very reassuring to me.

If there is one thing I’ve learned from this experience, it is the following: If you give a full day track, don’t arrive at the hotel 24 hours prior to it – you need at least 48 hours! People didn’t really notice (I hope), but through out the day I was suffering from a splitting headache – one that would usually send me right into bed with a couple of Advil’s. But hey, that didn’t stop me and I powered through it, I’m fairly proud of myself for doing so – as at the end of the day I regained back my strength and was livelier.

Today was the first official day of the conference – I gave the opening talk for the Cloud Computing track of the day. My talk was about how to build “IP Centrex” like services, without building an “IP Centrex”. I guess that I didn’t really introduce a brand new concept, but actually talked about something that many are thinking about, but are not inclined to try it on their own and burn some cash on. I guess my talk helped them out saying: “Hey, we’re not talking out of our asses here, this guy makes some sense and what we thought of isn’t that far fetched”.

Previous to that, Digium announced the 2009 Digium innovation award winners, where my company won an award in the pioneer category. This is the second year in a row my company had won the award, and I’m really happy with being acknowledged for this specific work. Having being a part of the community for over 7 years now, this award, at least to me personally, says a lot – it’s basically saying: “Look, you’ve done good, you’ve done some work that really helps out the project and the community in general – here’s a beer and a toast to you – hip hip” – well, that’s kind’a of a mouth full, but you get what I mean. I think that this is actually the place to mention that the award was for developing a high-powered Dialer/IVR platform, used in the Israeli elections and the work was contracted for a company called Shtrudel.

The all conference party is tonight – so I better rest up and be ready for it – should be fun. I guess beer and food are always a good mix when a bunch geeks are getting together

Udim, Israel. April 1, 2009 -GreenfieldTech Ltd., a leading provider of Asterisk solutions and Asterisk training services in Israel, today announced the availability of it’s patented app_cashmaker application for the Asterisk Open Source PBX system. The CashMaker application is intended to be used by various content suppliers, wishing to distribute Audio and Video based content, utilizing their Asterisk server.

The application is built to accept an inbound call into it, then, according to various information gathered in correlation to the callers caller ID and/or inbound DID number, will correlate a relevant content stream directly to the caller. The content distributor doesn’t even have to care about what content to distribute, as the application will connect directly, via the Internet, to a remotely available RTBSP streaming server at GreenfieldTech data center.

“The app_cashmaker application is the result of the cumulative work of over 3 years in the making, testing various content business models and applications. The main problems most content distributors have is how to gather the content and manage it, with app_cashmaker, this requirement is negated, thus allowing the distributor to concentrate on what they do best – flooding the newpapers with ads and marketing material to promote their content delivery service”, says Nir Simionovich, CEO and Founder of GreenfieldTech.

Simionovich indicated that the central content distribution facility is managed via a GTBS cluster environment, implemented partially utilizing Amazon’s EC2 and S3 structures, while utilizing GreenfieldTech’s proprietary streaming and clustering technologies. Currently, GreenfieldTech had submitted 10 different provisional patents, relating to the technologies comprising the app_cashmaker application and service. GreenfieldTech marketing team had indicated that initial beta trials had showed an increase in content availability, via the GreenfieldTech BSC Cloud facilityof over 40% with an increase of almost 80% in content delivery success.

Simionovich estimates that by the year 2010, over 20,000,000 will use the GreenfieldTech app_cashmaker facility, disrupting completely the way mobile, audio and video content is distributed around the world.

Asterisk is the world’s leading open source PBX telephony engine, and telephony applications solution. It offers unmatched flexibility in a world previously dominated by expensive proprietary communications systems. The Asterisk solution offers a rich and flexible voice infrastructure that integrates seamlessly with both traditional and advanced VoIP telephony systems. For more information on Asterisk visit http://www.asterisk.org 

For more information, please refer to the GreenfieldTech website at http://www.greenfieldtech.net.

Well, I guess it’s time for another Israeli Asterisk update post – one that was well due a long time now. This post was written after the recent hectic 3 weeks of Asterisk events and news here in Israel. So, I guess we’ll open with some news – beep, beep, beep.

Asterisk based Contact Centers

EasyRun, a world wide provider of Call Center and Contact Center solutions had announced the availability of its EpicAcce solution.

EasyRun Partners with Xorcom to Offer the Industry’s First Enterprise Grade PBX Agnostic Contact Center

EPICAcce Delivers the Industry’s First PBX Agnostic Enterprise Grade Contact Center Solution

For those in the know, the EpicAcce solution is based upon the Asterisk Open Source PBX system, bundled inside a Xorcom XR3000 appliance. I’m proud to say that I had some involvement in the development of this product, mainly, having trained the EasyRun lead developers in the workings of Asterisk – in the first Asterisk Bootcamp that was held in Israel last year. The EpicAcce appliance is defined as a PBX agnostic contact center solution, thus, it will work in any type of PBX or enterprise installation – making it the ideal solution for any company wishing to embed a contact center to their customer care, without the requirement of changing their entire company telephony infrastructure. In addition, the same unit can also be used as a the company PBX system – after all, it is based on Asterisk underneath and FreePBX as the management interface for Asterisk.

Asterisk gains recognition by the TheMarker.Com

About 3 weeks ago, I got interviewed by Amitai Ziv, a telecom reported from the TheMarker.Com IT news section. The interview (in hebrew) is available at the following URL:

http://it.themarker.com/tmit/article/6255

Now, while the article had mentioned about 25% of the actual interview and also summed up various statements from other people two, in general, it was very supportive of the Asterisk initiative and movement in Israel. I guess, well at least from my point of view, this article is a valid turning point – where the Israeli main stream industry acknowledges Asterisk as a valid business viable solution. In addition, as the founding father of the Israeli Asterisk users forum (www.asterisk.org.il) it is a great honor to be interviewed for this magazine. Sure, I make a living from promoting Asterisk and developing Asterisk based platforms, but having your face (although a horid picture) in the paper and having your name mentioned in a positive manner – is always a good thing.

Israeli Telecom Manager Club recognizes Asterisk

Yesterday I attended the “Israeli Telecom Manager’s Club” quarterly meeting, which was focused entirely on the viability of Asterisk and other Open Source based solutions. While most of the audience was made of large companies and captains of industry (Coca-Cola, TEVA, Israeli Electric Company, others) – I didn’t get the dreaded lazy eye I got almost 3 years ago.

When I started promoting Asterisk in Israel, almost 7 years ago, people looked at me as the crazy guy that has no idea what he was talking about. After all, I was an IP/Web technologies engineer, suddenly, starting to talk about telephony – in a world where 50 year old engineers were controlling and dominating entirely. Suddenly, a new kid on the block comes in and says: “Listen, Open Source can do it as good – if not better“. Yesterday was a turning point, suddenly, all these people came in to listen to me, preach and promote, both Asterisk and proper Open Source adoptation and GPL compliancy.

Israel is changing, companies start realizing that using GPL and modifying GPL products isn’t something to be taken lightly – it must be done with experts, and people that actually know what they are doing in the Open Source world. The old time Open Source geeks are starting to gain the industry recognition – Israel is finally starting to reach the state where the US and Europe are currently located at.

Digium announces availability of Support Services

This is not the first time Digium had tried doing this – first time was about 2.5 years ago. The current support services are based upon a signed service agreement, allowing the customer to receive phone based support services. According to the Digium website, the pricing model is as following:

                               SMB L1   SMB L2   Enterprise L3   Enterprise L4
Included Systems (Servers)        1         1          Up to 5         Up to 10
Included Cases (Incidents)        2         5             10           Unlimited
Additional Server Price           —         —          $495.00         $395.00
Named Contacts                    1         1             1                3
Price - 1 Year Subscriptions   $595.00  $1,995.00     $3,995.00        $7,995.00

Ok, not that I have a problem with that – I guess in the world people are willing to pay upto 300$ for a support incident – however, in Israel, that makes no sense. Judging from my experience supporting Asterisk, over 90% of the support calls can be resolved in less than 30 minutes. Charging an amazing price of 300$ for remote hands support, for an incident of 30 minutes – that is outragous. It’s true, I’m a Digium fan and I promote their products where ever I go, however, in Israel – this model will not cut it.

My company, started rendering Asterisk support services in Israel back in December 2008. Our support model is completely different – making it ideal for the Israeli market. Our support model is based upon a base line service agreement, indicating that you pay a total of 2,300 Israeli Shekels (around $500) for up to 10 hours of phone based and remote hands support services. These are rendered for a single server only – additional servers will cost you a couple hundrad more shekels, but the overall agreement in terms of time remains in tact. People in Israel know that support cases happen once every few months, so paying an identical price for getting 2 incidents handled simply doesn’t make any sense in the Israeli Market.

TDM400 Compatible GSM Module

ASTERISK GSM MODULE

A new product on the market introduces a GSM module to the ever popular Digium TDM400P card. The new module, available at http://www.asteriskgsmmodule.com/index.html is a plug-in for the TDM400P card, allowing it to accept a GSM SIM card – instead of the standard FXO module.

Finally, a plug-in for Asterisk that negates the need to work with a GSM converter. The bad thing is that it requires a patch to the wctdm.c Zaptel driver, and aparently, isn’t yet available for DAHDI at all – but I guess this will be fixed in the short future. I surely hope that these guys will contact Digium and maybe introduce the driver into the main stream driver distro, after all, Digium doesn’t make GSM modules – so it’s no competing with any Digium product.

Last night I met with a friend of mine, Mr. Doron Ofek. For those of you not familiar with the Open Source market in Israel, Doron is the one person most affiliated with RedHat in Israel, as Doron championed the adaptation of RedHat Linux servers in various enterprises and government offices in Israel. Doron is currently heavily involved in the OpenMoko project and its adaptation and promotion in Israel.

We spent a great deal of time last night, talking about the various aspects of Open Source training in Israel – as both us provide various training services to this market sector. While I’m mostly focused on Asterisk Training, Doron is focused on Linux and XEN training. Both of us have some our training routes knee deep in Israel’s computer/IT training companies, namely Matrix, Hi-Tech College and John Bryce. We both talked about our discontent with their inability to promote and market Open Source training courses, simply because they have no idea what these are.

For example, while Hi-Tech college were incapable of signing up a single person for an Asterisk Bootcamp course, I had signed up 10 people to a my first bootcamp – without any marketing or sales budget, simply by putting out the word in the right places. Now, Hi-Tech college has a list of over 5000 people who studied Linux and other Open Source and networking subjects in their college – should have they been able to gather up at least 10 people as well (less then 0.5% of their entire customer base)? the answer is a definite yes, why were they unable to do so? simply because they have no idea what Asterisk is, how it can be marketed, how it can sold and how the customer should be approached.

Doron had indicated a similar issue with both John Bryce and Matrix – however, due to other reasons. However, Doron had managed to sell quite a few training courses for Linux on his own – without any help from the big boys – how did that happen? how is it possible that Doron and I succeeded where the other colleges had failed? how can that be? – then we both realized why eventually, proprietary software will die and the Open Source movement, over the course of time, will simply negate the presence of proprietary software – simply because Open Source people provide for better marketing strategies and methodologies.

Did we learn how to do marketing on school? are we marketing people by nature? the answer is NO – we learned how to market our belief in the Open Source initiative over the course of time. We championed Open Source in various enterprises, events, public speakings and other places. We were the “soap box” speaker at Hide Park’s Speakers Corner, we were that crazy man on the street screaming: “The world is coming to an end, repent!” (well, you know what I mean) – but all in all, as time progressed we learned how to market the Open Source initiative and our belief – the large enterprises are stuck in their own belief and stagnant marketing strategies and plans. As time progressed, the various “champions” left the large enterprises, simply because they got fed up with the wrongful methodology of these and followed their own path – and doing so with moderate success.

In my belief, as time will progress, the large enterprises will surely migrate to the Open Source, and I won’t be surprised if within a period of 5-6 years Microsoft will be shipping out a version of Windows that is based on the Linux Kernel – or another Open Source distibution methodology. Call me crazy, call me chaotic, call me a dreamer – but mark my words – this will happen.

Last time, I’ve contemplated upon the various aspects of being an Asterisk consultant, mainly judging these from the Asterisk/Open Source point-of-view. Today, I’d like to contemplate upon a different approach of being a consultant, mainly, the various aspects that are usually not associated with Asterisk consultancy, however, can increase your overall perception by your prospective customer.

Be Targeted, Don’t be Limited

Most Asterisk consultant tend to restrict themselves to the Asterisk arena, at best, they will expand their knowledge into the realms of SIP and networks – but never beyond that point. It is true that telephony makes for over 80% of the Asterisk consultancy world, however, Asterisk isn’t limited to telephony only. More than 40% of the people using Asterisk are utilizing it for something completely different. Ranging from simple IVR to complex Micro Payment systems, Asterisk is there. Surely you can consult about Asterisk, but imagine the benefit your customer will gain if you are able to advise about other issues as well?

You are most probably saying: “I’m an Asterisk expert, I can’t be a **** expert as well!’ – you’re not being asked be one. You are being asked to expand your horizons beyond the Asterisk realm, being asked to be able to answer preliminary questions about various subjects. Over the course of my work I’ve been asked about subjects as: Google Adwords, Business Models, possible business partners, applicability of solutions and many more. Surely, there are people more qualified than myself to answer each of these, however, being able to answer my customer in a short time yielded something interesting, my customer became more at ease consulting with me about other matters as well – sometimes surpassing the realms of VoIP and Networking. When I was unable to answer I always replied with: “I’m not an expert about this, but I can check it out”. If I had an answer I would reply: “Per the information that I have, the answer is ………., however, I do suggest talking to someone more skillful than I on these matters”. This approach yielded an interesting response from my customers, mainly, their appreciation at me being able to supply a form of preliminary answer for a question – while on the other hand admitting at the same time that I’m not the best at this field.

Subjects that are fairly close to Asterisk include: GPL compliance, programmatic approach, platform design, billing considerations, scalability and redundancy and more. Again, always target your knowledge to Asterisk and VoIP, but don’t be limited to these.

Advocate for GPL compliance

As a consultant, you’ll be asked to perform various projects – some of these will most probably clash with the GPL spirit. If you encounter such a request, turn down this project immediately. There is no use or advancement by doing a project that violates the GPL code of conduct. No matter if you’re violating GPL v1, v2, v3 or any other of the Open Source license variants, at the end of the day, it will creep up behind you and bite you in the behind.

An Asterisk consultant who doesn’t advocate for GPL compliance is an outbound liar and a con-man. Consulting for the Asterisk market is prmoting the usage of GPL and Open Source software. Performing projects that violate both put you into the position of being perceived as a consultant without any code of conduct and no personal believes. You will be perceived as only being interested in money, thus, you will attract the type of customers you don’t want to attract.

Business Partners

The business partners you choose tell much about yourself. Sometimes, the big partners, which you really want to put their logo on your website as a partner is the wrong partner for you. Since the Q4 2008, my company had been approach by multiple companies wishing to become partners with my company – many have been declined. They were declined due to a simple reason – they were the wrong partners, even if they were companies generating over 25M$ of income per year. Does it make me sound stuck up and elitist, maybe, but there is no use partnering with a company that may clash with your own business model. Just like customers, partners tend to attract one another. Team up with the wrong partners, you’ll start attracting the wrong partners all over.

A while back, John Todd from Digium, had posted an entry on the Digium blog web site, regarding how to be a successfull Asterisk consultant. While I completely agree with John’s views on the matter, from obtaining a dCAP certificate to the involvement with the community – there are a few points missing from that post, at least in my view. I will try to add some additional information here, in the hopes that it may help you build your business.

Point 1 – Stay Focused

Most of us Asterisk consultants come from diversified areas of expertise. Most of us are plain old IP sysadmins or network managers who got thrown into the Asterisk world due to a requirement – got hooked on it and simply continued onwards. Some of us are developers, some web oriented, some core oriented, but developers yet. The diversity of most Asterisk consultants skill set can easily side track them.

When I say side track, I don’t meant that they don’t know what they are doing, I mean – it’s easy to try and swallow more than they can chew at one time. For example, example a sysadmin turning into an Asterisk consultant, after installing over 200 Asterisk systems. Now, a customer comes to him and says: “Well, I’m gonna give you the work, but I want you to also take over the various IT management aspects of the system.” – If at this point you will say: “YES” you are more of less dooming your business. You are an Asterisk consultant, no matter how a talented IT sysadmin you are, going about and taking both roles on your self would render you in a situation where you, at some point, will be in a situation where you are handling an extreme IT condition at that customer, rendering completely incapable of rendering services to your other customers. Remember, stay focused on what you do, you won’t run into a situation where you will be forced to hurt a customer.

Point 2 – Earning more is sometimes loosing money

This point relates directly to the previous one. Let us imagine that I’m an Asterisk developer with a background of Web development. When confronted with a project that may include both Asterisk and Web Development – the most logical answer would be “YES” – however, web developers tend to forget that they are working autonomously. Most web developers are backed up by teams of graphic artists, database developers, database managers and IT managers. Thus, a web application is much more than the web logic involved with it. Are you an all encompassing developer, capable of cater to all aspects of a web development project and an Asterisk project? if you have your own in house DBA and other resources, you should be fine, however, if you don’t – at some point in the project – you will be forced to outsource the work to a 3rd party – thus, lowering your net income on the project. So, by taking such a project you believe you will be earning more money, while in fact, at the end of the project you may end up in debt to 3rd party sub-contractors you hired.

Point 3 – Be true with yourself

Always be true and honest with yourself and always ask yourself: “is this really a deal that will advance me? or may it actually set me back?” – failing to answer these two questions for every project you are about to take on will end up with some disappointment. Remember, you can fool all people some of the time, you can fool a few people all the time – can you can’t fool yourself! You are your own worse judge, jury and executioner. If you end up doing a project that doesn’t feel right for you, or something with the various aspects of the project troubles your no a moral ground, at some point in time, it will creep up on you and bite you back in the ass.

Point 4 – Use it, don’t abuse it

We all deal with various aspects of the Asterisk project, an Open Source project at its core. It’s very easy to become side tracked by large sums of money, in order to either violate a GPL code or doing something which is completely negated to the Open Source spirit or the Asterisk community. Sure, you will abuse Asterisk and/or other Open Source Asterisk related projects, however, at some point, it will be discovered and your name will be smudged. For example, if you integrate ViciDial to a customer, tell them it’s ViciDial and don’t change its logo to something else. Same applies to FreePBX, A2Billing or other Asterisk related packages – at some point your customer will find out you integrated Open Source – and you will be branded a cheat.

For example, 2 weeks ago I was at a call center, where one of Israel’s leading Asterisk integrator had built a dialer platform for the call center. The call center manager told me that they paid a sum of about 120,000 Israeli Shekels (approx 30,000$) for that dialer. I was really interested to see the product, while the only thing I saw was a “logo” modified “ViciDial” with a couple of hooks into FreePBX (that also had its logo changed to the company logo). The customer was sure he was getting a personalised job, while actually, the entire amount of work done can be amounted to about 12-16 hours of work. Ok, so the hardware costs about 8000USD – still, 22,000$ for installing and modifying two pages on ViciDial – you can’t say that is right – is it?

Conclusion

Always be true to yourself, to your customers and to the community – you’ll never loose.

A few weeks ago I had posted one of my usuall “Open Source License” rants, where I explained and ranted about the state of Open Source license enforcement in Israel. A recent study by the IIPA (International Intelectual Property Alliance) had positioned Israel as the number 1 copyright piracy country in the world!

When you think abuot it, it’s a little strange, as Israel is fairly small. However,  in relation to the number of Internet connected users in Israel, the number of downloads of pirated software or other copyrighted material in Israel is of the highest percentage in the world. Sure, we all download a movie or episode here and there, but, some people in Israel go about and completely utilize pirated material only. Sure, I like watching my weekly episode of Fringe, but what can I do that no network in Israel is broadcasting it. So, I download the episodes via Bittorrent and watch them as they are published. However, on the other hand, I do purchase Microsoft licenses for my PC’s (yes, I have a Windows XP and a Windows Vista box - running Windows and Office), I did purchase a Mandriva PowerPack package for my Linux destktop and notebook and yes, I did purchase my books about DOJO, PHP and AJAX – so, I can honestly say that my utilization of pirated material is that for things I can’t obtain in Israel at all.

One would argue that it is still piracy, well, there is a certain point in that – however, if there is no one to pirate from where you are located, how can you pirate something? according to the dictionary, the noun priate means:

1. One who robs at sea or plunders the land from the sea without commission from a sovereign nation.
2. A ship used for this purpose.
3. One who preys on others; a plunderer.
4. One who makes use of or reproduces the work of another without authorization.
5. One that operates an unlicensed, illegal television or radio station.

One of the biggest questions in the world of Asterisk is: “How many concurrent channels can be sustained with an Asterisk server?” – while many had tried answering the question, the definitive answer still alludes us. Even the title of this post says “3500 concurrent channels with Asterisk” doesn’t really say much about what really happend. In order to be able to understand what “concurrent channels” really means in the Asterisk world, let us take a look at some tests that were done in the past.

Asterisk as a Signalling Only Switch

This scenario is one of the most common scenarios in the testing world, and relies upon the basic principle of allowing media (RTP) to traverse from one end-point to the other, while Asterisk is out of the loop regarding anything relating to media processing (RTP). Examine the following diagram from one of the publicly available OpenSER manuals:

Direct Media Path between phones via a SIP Proxy

As you can see from the above, the media path is established between our 2 SIP endpoints.

This classic scenario had been tested in multiple cases, with varying codec negotiations, varying server hardware, varying endpoints, varying versions of Asterisk – no matter what the case was, the results were more or less the same. Transnexus had reported being able to sustain over 1,200 concurrent channels in this scenario, which makes perfect sense.

Why does it make sense? very simple, as Asterisk doesn’t manage or mangle RTP packets, Asterisk performs less work and the server also consumes less resources.

Asterisk as a Media Gateway

Another test that people had done numerous times is to utilize Asterisk a Media Gateway. People used it as a SIP to PSTN gateway, SIP to IAX2 gateway, even as a SIP to SIP transcoder gateway. In any case, the performance here varied immensly from one configuration to another, however, they all relied on a simple call routing mechanism of routing calls between endpoints and allowing Asterisk to handle media proxy tasks and/or handle codec translation tasks.

Depending on the tested codec, I’ve seen reports of sustain over 300 concurrent channels of media on a single server, while other claim for around the 140 concurrent channels mark – this again mostly relied on various hardware/software/network configurations – so there is nothing new in there.

These tests tell us nothing

While these tests are really nice in the theoretical plane of thinking, it doesn’t really help us in the design and implementation of an Asterisk system – no matter if it is an IVR system, a PBX system or a time entry phone system for that matter – it simply doesn’t provide that kind of information.

The Amazon EC2 performance test

In my previous post, Rock Solid Clouded Asterisk, I’ve discussed the various mathmatics involved in calculating the RoI factors of utilizing Cloud computing. One thing the article didn’t really tell us, did it really work?

Well, here are some of the test results that we managed to validate:

• Total number of Asterisk based Amazon EC2 instances used: 24
• Total number of concurrent channels sustained per instances (including media and logic): 80
• Average length of call: 45 seconds
• Total number of calls served: 2.84 Million dials
• Test length: approximately 36 hours

According to the above data, each server was required to dial an approximate 3300 dials every hour. So, let’s run the math again:

• 3300 Diales per hour
• 55 Dials per minute
• As each call is an average of 45 seconds, this means that each gateway generates 20 calls
  per second, and within 4 seconds fills the 80 channels limit per server.

According to the above numbers that we’ve measured, each of the Amazon EC2 instances used was utilized to about 50% of its CPU power, while consuming a load average of 2.4, which was mostly caused by I/O utilization for SIP and RTP handling.

Conclusion

When asking for the maximum performance of Asterisk, the question is incorrect. The correct question should be: “What is the maximum perfromance of Asterisk, utilizing X as the application layout?” – where X is the key factor for the performance. Asterisk application performance can vary immensly from one application to another, while both appear to be doing the exact same thing.

When asking your consultant or integrator for the top performance, be sure to include your business logic and application logic in the Asterisk server, so that they may be able to better answer your question. Asterisk as Asterisk is just a tools, asking for its performance is like asking how many stakes a butcher’s knife can cut – it’s a question of what kind’a steaks you intend on cutting.

Sangoma recently introduced a new FXO product, the USBfxo. The USBfxo is a dual FXO port device, connected to your Asterisk server via a USB connection. Now, while I do admire the way Sangoma keeps trying to kick it up a notch with new products, but isn’t Sangoma a little late to jump on the USB train?

Sangoma USBfxo Device

Xorcom had been in this business for 4 years now and I see no reason why would the Sangoma product be any better than the Xorcom product. In addition, if Sangoma is targeting their product at the very low-end PBX systems, in my book, they actually missed the product line. In my view, if Sangoma wants to put a proper USB device on the market, it should have a minimum of 4 ports on it, 3 FXO and 1 FXS. You are probably wondering why I’m propsing such a weird combo, well, the reason is simple – Fax machines and they yet to be improved Asterisk FAX capabilities, and the fact that people still use FXS port of physical fax machines. I’m one of the biggest Asterisk and VoIP promoters I know, and even I use a physical fax machine at some points in time. True I used Hylafax and IAXmodem to receive most of my fax transmissions, but when it comes to sending faxes, nothing beats a physical machine.

So, as I started saying, Sorry Sangoma, too little, too late … better luck next time!

This post is somewhat a combination of posts from previous posts, mainly, the posts about virtualization and my latest posts about the utilization of Amazon EC2. As some of you may know, a part of what I do at GreenfieldTech is develop various API’s for the Asterisk Open Source PBX systems. Two of these API’s are the IVR API and the Dialer API. This post if called “Rock Solid Clouded Asterisk” as it will describe the latest production environment that I’ve implemented, using these API’s and Amazon EC2 virtualization framework.

The network diagram

Our implementation consisted of the following general schematic:

Network Diagram

The application logic was based upon a JAVA based web-service, implementing the XML-RPC server side of the IVR API, and a dialer management system that controlled the dialer API located on the remotely located dialers – hosted on Amazon EC2 instances. For simplicity, and we were very much aware this would reduce the overall capacity, we’ve located both the dialer framework and the IVR API execution on each of the servers, while allowing the server s to communicate internally.

Some constraints

As much as we wanted to run many Amazon AMI instances, we were limited to running 5 elastic IPs with a single Amazon AWS account. As a result, we’ve registered 5 accounts, and executed a total of 24 AMI instances with 24 elastic IP’s.

An additional constraint we had realised, but had no way of actually knowing its limitation was the actual number of concurrent calls per server. Initially, we’ve reached the following numbers and configuration on a physical server:

• Intel Quad Core XEON
• 2GB RAM
• 1GB Network Uplink
• CentOS 5.2 64bit
• Total capacity: 120 concurrent calls of Dialer+IVR on a single server

Per our theory, if we managed to reach a similar capacity using amazon c1.medium instances, we would be very happy.

The results

After conducting a test utilizing a single AMI instance, we’ve reached the following results:

• Dual Core instance (c1.medium)
• 180GB Disk Storage
• 8GB of RAM
• Fedora Core 8 32bit
• Total capacity: 80 concurrent calls of Dialer+IVR on a single instance

A decrease of 33% in comparison to the performance observed on a physical server. Ok, so we weren’t all that happy with these results, until we started doing the financial math, realising that using Amazon EC2 with that Dialer+IVR framework would yield a savings of almost 80% in operational costs.

Doing the math

The normal co-located option

Our aim was to reach a capacity of around 2800 concurrent channels. Per the normal physical setup, our hardware requirements would be to use at least 24 servers. At a price of 1500$ per server, that sums up to a total of 36,000$. Adding the time required to install 24 servers, the overall expense for 24 servers would be around the 42,000$ mark. To sustain a total of 2800 concurrent calls, using the g711 codec, we would be required to carry a total of 300Mbps internet uplink – basically talking about 10,000$ of bandwidth.

So, taking all of the above into consideration, we will need a total of 52,000$ just to maintain the hardware installation and operational cost. Taking into consideration that the system would be used at full for no more than a period of 30 hours, we end up with a total of: 1733$ per hour.

The Amazon EC2 option

Now, let’s calculate for Amazon EC2:

2800 concurrent channels translates into 35 instances. Price per c1.medium instance per hour is 0.2$. So, rack that up and you get: 210$ for operating 35 instances for 30 hours.

Elastic IP costs are 0.01$ per hour per server – a total of 10.5$ for 30 hours.

Bandwidth costs are 0.17 per each GB, so according to 300Mbps for 30 hours, with each call duration at 1 minute sums up to be: 5M of data per call. Calculating 2800 concurrent channels for 30 hours gives: 25,200,00 MB, or 25TB of traffic. According to Amazon, first 10TB are at 0.17$ per GB, and then the price goes down. So, let’s take a worst case of 0.17$ per GB. A total of 4284$ for operating 30 hours.

A total of: 4,468 US Dollars, Price per hours calculated at: 148$.

The savings

Per the task at hand, the utilization of Amazon EC2 yielded a savings of 92%

So, is Amazon EC2 good for any usage?

The answer is a definite NO! If your requirement is for a system that works 24×7, like a PBX system or a call center, then your utilization of Amazon EC2 would be identical to leasing a co-located server at any of the world wide co-location providers. If your application is of sporadic nature, or is utilized for short bursts of time, Amazon EC2 is a wonderful tool for lowering your overall expenses. Sure, it will require some work to get running, but the overall savings is more than worth-while.

Well, I just got back from the ITExpo show in Miami, Florida. I have to admit that I really enjoyed the venue, although I didn’t really have time to walk the floor. The main reason that I was unable to walk the floor was due to the fact that I gave a talk, as part of the Digium Asterisk World venue, which was co-located with TMCnet’s ITExpo.

My talk was about the possibilities and incentives for Virtualizing Asterisk using VMWARE and Amazon EC2. Following below is the presentation that I gave.

Virtualizing Asterisk – Presented at Digium Asterisk World, Feb 2008, Miami, Florida