Back to Case studyUdaan, a B2B Trading Platform Upgrades its Communication Architecture with TTBS SIP Trunk for Robust Call Handling Capacity
ShareIntroduction
Established in 2016, this B2B Trading Platform makes online trading convenient and secure for manufacturers, wholesalers and retailers. It has built a network with over 20,000 small and medium enterprises that use its website and mobile app for trading in goods and services.
Using the company’s online solutions, members can nurture their existing business relationships and take their brands into new markets. The transparent pricing, choice of payment systems, escrow protection, and dependable logistics services has built engaging experiences for all buyers and sellers. Users of this portal also get real-time insights into ongoing business trends and learn how to scale their operations leveraging new technologies
The e-commerce service company was looking to upgrade its telephony setup to help businesses connect easily with their client servicing team. It had to overcome the weaknesses of legacy PSTN infrastructure by adopting a suitable system based on Voice over Internet Protocol (VoIP) tech.
The client company's IT managers while reviewing solutions in the market found the features provided by Tata Tele Business Services (TTBS) with its Session Initiation Protocol (SIP) trunk solutions, and the cost-effective plans to their advantage. The flexibility available around scaling the service and availability of auto-failover options were particular attributes that caught their attention. The fact that our SIP trunks were available with customer-centric service level agreement (SLA) also worked favourably with the clients while signing us up.
Business Challenges
The organisation wanted one pilot number with the service. It also needed an auto-failover facility to keep its voice communication up and running even if the primary link used for this IP service suffered an outage for some time. Another specific requirement related to redirecting calls to the mobile phones of users who occasionally worked from remote locations.
The SIP based VoIP solution was expected to offer features that the older PSTN telephony had been unable to provide:
- Seamless scalability potential without investing funds in new physical circuits
- Ease of deployment, usage and maintenance
- High-definition audio quality
In moving from PSTN to SIP trunk, the organisation also saw the opportunity to combine its data transmission with voice services and maximise the utility of its high-speed internet connection.
TTBS Solution
Our solution architects built an SIP trunk network for the company using two separate physical L3 links. These were delivered across the last mile over Ethernet with SDH ring architecture. TTBS provided the SIP solution with a single pilot number and 200 channels. The solution was deployed over the company's existing infrastructure, thus enhancing its utility and operational efficiency.
All incoming calls were routed through the primary link. If the primary link was affected by a temporary outage, the calls were redirected automatically to the associated backup link to maintain the seamless flow of communications. The IT administrators could also reroute calls to mobile phones whenever necessary.
The TTBS SIP solution had all the attributes that made the organisation’s investment in VoIP service a good value proposition:
- Replacing multiple PSTN lines, the organisation could now handle 20 to 1500 simultaneous phone calls on a single link.
- It was also easy to increase the call handling capacity in multiples of 10 without having to install new hardware.
- With SIP trunk the company got an integrated network for voice and video communication - the team members could address customer queries on IP calls and collaborate with each other digitally through the same setup.
- The upgrade of voice communication infrastructure with SIP enabled the company to improve the audio quality and minimize the possibility of call drops.
We continue to manage the SIP service for the organisation, maintaining the SLAbacked network availability of 99.5%. TTBS also has a flexible range of direct inward dialling (DID) numbers to offer whenever the company might want to scale its call support for customers.
Benefits
- Unified communication system that allows users to leverage the same network for voice, video and data transmission
- Reliable business continuity supported by instant call rerouting in case of an outage on primary link
- Improved customer experience with quicker call connects and better voice quality
- Cost-savings afforded by predictable bills and no maintenance expenses
- More productive workflows with strong collaboration between teams
