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There exist several forums and consortia that actively promote open system architectures and standard APIs for the development of CTI technologies and applications. In addition to the ECMA, they include the Enterprise Computer Telephony Forum (ECTF) and Versit.
Versit
Versit is a standards-based initiative promoted by Lucent Technologies, Apple Computer, Siemens Rolm, and IBM. Versit provides an open platform to developers in order to encourage the development of CTI applications. Based on Novells Telephony Services API (TSAPI), Versits first specification was released in 1996. Called the Versit Encyclopedia, it was available free via CD-ROM or through ten pounds of three-ring binders. Although time will tell, Versit has the weight of enough players of significance to make a real impact [4-33].
Enterprise Computer Telephony Forum (ECTF)
ECTF promotes interoperability and standard approaches to CTI. Members include Dialogic, Nortel, Hewlett-Packard, Digital Equipment, and Ericsson Business Networks.
Applications for CTI generally are limited to telephony-intensive call centers, often serving inbound and outbound call handling. Security Pacific Bank, for instance, installed a 24-hour customer service capability in 1988 at a cost of approximately $7 million. All information requests and branch functions were consolidated into a single service center, where 450 agents handle about 5 million calls a month. Prior to the CTI implementation, representatives were required to log on to three different systems in order to access multiple databases to handle a typical call. The CTI installation allowed a single workstation application interface to support customer queries, problem resolution, information trace and verification, establishment of new accounts, and so on. Additionally, they sell a variety of financial products through inbound and outbound sales programs. The systems runs on Tandem NonStop computer systems and Telephone Delivery System software from Early, Cloud & Company. Key benefits reported include extension of business hours to 24 hours a day, reduction of staff costs by 33%, simplified access to multiple host systems and databases, and improved service quality, and agent efficiency [4-27].
CTI application in an ACD environment offers the advantages of automation of screen pops, skills-based routing, interactive intelligent queuing, call center networking, unified messaging, and call blending. In a typical PBX environment, it offers the advantages of electronic directories, call logs and reminders, integrated message waiting notification (voice, electronic and fax mail), and dial-by-name. The end result is improved call handling and, ultimately, enhanced staff productivity.
A particularly notable application initiative is that of Tadiran, a PBX manufacturer, and Novell. The Tadiran PBX (Coral ISBX) includes an optional CoraLink CTI interface that supports up to four simultaneous server-based CTI applications. Corals CTI/OAI (Open Architecture Interface) interface is CSTA-compatible. The Tadiran/Novell relationship initially yielded the Coral Telephony Server, which enables TSAPI-based application development for the Coral system [4-34].
It is clear that CTI has a bright future. Never before have third-party software developers and end users had the ability to write their own applications software to blend single-function devices into a high-performance, integrated solution set. As the PBX, ACD, voice processing, and CO manufacturers increasingly open their proprietary systems and as the APIs become increasingly platform-independent, CTIs future will be ensured. Whether the switches ultimately will be rendered completely dumb remains to be seen and, in fact, is highly unlikely. Nonetheless, many of the applications will be developed on and delivered through software residing on an adjunct computer platform. Otherwise, the traditional PBX, Hybrid KTS, and Centrex CO risk being overwhelmed by the exotic and customized applications required by contemporary businesses.
The cost of CTI software has dropped from the original $15,000 to $20,000 per seat (agent position) in a mainframe implementation to only a few hundred dollars in a contemporary LAN-based client/server environment. In a telephony-intensive call center environment, this and other associated costs easily can be justified and recouped through improved agent productivity and enhanced customer service. BIS Strategic Decisions (Norwell, Massachusetts) estimates that CTI revenue was approximately $2 billion in 1993, and is expected to grow to $5.63 billion in 1997. According to Dataquest and The Aries Group/MPSG, market leaders include Lucent Technologies, Nortel and Siemens Rolm in the arena of telecom manufacturers; leading computer manufacturers include IBM, Digital Equipment Corporation (DEC) and Hewlett-Packard [4-3], [4-35], and [4.28].
A number of PBX manufacturers also have gotten into the game, developing their own service-provider software, albeit for their own switches. For instance, Comdials wideopen.office is a LAN-based CTI solution which is relatively uncomplicated and supports most operating systems. It also supports both the TSAPI and TAPI programming interfaces.
Dataquest further forecasts that, while only 558 new CTI systems were installed in 1992, that number grew to 9,311 in 1995 and will reach 502,000 in 1999. By that time, some 23 million agents will be added to the network each year at an average cost of $213 for software and links, compared to $609 in 1995 [4-3]. Given its low and rapidly dropping cost, in combination with the obvious benefits of customized user control, CTI saves money and makes sense [4-36].
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