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A winning IP strategy: The Etrali Mach 3D Turret from Orange Business Services-Trading Solutions

Orange Business Services - Trading Solutions (formerly Etrali), the leading provider of unified communications solutions to the trading community, recently installed its 5000th Etrali Mach 3D turret, demonstrating the success of the firm’s IP/TDM hybrid strategy.

Launched in March 2005, the Etrali Mach 3D was the first trading turret to combine Time Division Multiplexing (TDM) and Internet Protocol (IP) technology. Over the past 15 months, it has been enthusiastically received by customers who value the unique ability it gives them to move to IP with minimum disruption, as and when they choose.

Thierry Charvet, Head of Marketing for OBS - Trading Solutions explained: “Migration to IP technology is a hot topic among our global institutional client base. IP provides a host of major benefits in a number of areas including mobility and business continuity planning. However, not everybody is ready to make the switch, which is why we formulated a step-by-step approach in order to help our clients to migrate at their own pace according to their own business needs.”

Marie Anguera, Head of Global Products for OBS - Trading Solutions, said: “Our customers want to know that IP is embedded in our technology, and is available for gradual implementation. They can migrate when they are ready, at their own pace, locally or internationally. With 5,000 Etrali Mach 3D turrets installed in the 15 months since launch, it is clear that this forward-thinking strategy is the right way to meet our customers’ current and future needs.”

A native TDM/IP hybrid turret, the Etrali Mach 3D can initially be connected in TDM mode, leveraging existing TDM investments and minimizing technology write-off. When the customer is ready to migrate to an IP environment, the switch can be made without the need for re-cabling or any disruption to the traders. This approach allows for a smooth transition and limits the potential risks associated with system migration.

Once in IP mode, the turret can be placed in a remote location using an IP/VPN link: an ideal solution for satellite offices, remote trading, and business continuity planning strategy.

Both TDM and IP gateways are provided, enabling customers to choose to interconnect their systems either in TDM or IP using TDM leased lines or an IP/VPN. They can then benefit from global free-seating as well as low cost routing mechanisms.

To help customers manage their IP migration and environment we created the IP Centre of Expertise - a dedicated team of experts offering a comprehensive portfolio of services including IP readiness audits, consultancy, IP architecture design and implementation and VoIP deployment. Working closely with the France Telecom R&D team we are conducting research into and evaluation of technologies such as SIP, H323, XML and CPL with a view to embedding them in our telephony system. FT is a member of several standardization committees and technical consortia, and an active participant in several international technical programs such as ITEA, MOSAIC, ODYSSEUS, CELTIC and Eurescom. FT owns more than 7,500 technical patents worldwide, some of which we are embedded in our solutions.

The advantages of IP

Computer Telephony Integration (CTI) - one of the key triggers of the move to IP is the proliferation of electronic tools such as email and instant messaging in the trading environment, resulting in an increasing requirement to integrate voice trading systems with multi media applications. The Etrali Mach 3D is the most sophisticated trading turret on the market today and is a clear example of CTI in action.

Increased mobility - IP infrastructures enable increased mobility. Managers are no longer desk-bound and can trade from home or from the airport using IP/VPN secured connections. The technology even makes trading from PDA mobile phones a possibility.

Location independent - IP infrastructure enables equipment such as turrets to be situated away from the telephony system. The ability to distribute assets in different locations reduces vulnerability to business interruptions, and is an important element of business continuity planning.