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August 14, 2009

Cloud Computing to Penetrate CRM, Other IT Segments: NSG Group



By Michael Dinan, TMCnet Editor


Cloud computing now is moving beyond the virtualization of resources and is fundamentally changing the way telecom infrastructure is designed, the CTO of a company that offers outsourcing services and solutions specializing in CRM, BPO, call center, tele-campaigns and application software production told TMCnet in an interview.

 
According to Amnon Ptashek of NSG Group, whose U.S. offices are in San Diego, with the growth of IMS-based services, cloud solutions can penetrate many market segments.
 
“The CRM market is one of the segments that will be going through major transitions, bringing it to the next generation of services,” Ptashek told TMC CEO Rich Tehrani (News - Alert) in an interview, printed in full below. “Currently, NSG Group implements a major production CRM delivery solution for a nationwide customer with an international operation that utilizes these technologies successfully.”
 
Ptashek – who said he’ll be looking for products relating to VoIP equipment, SIP signaling, IMS infrastructure and IVR at ITEXPO (News - Alert) West 2009, to be held Sept. 1 to 3 in Los Angeles – also described for Tehrani his near-religious first encounter with the IP communications industry in which he’s now ingrained.
 
Their exchange follows.
 
Rich Tehrani: How did you get involved in the communications technology industry?
 
Amnon Ptashek (pictured left): I was working on hardware and software engineering until the early ‘90s. At that time, I was involved in mathematical data analysis research on satellite information in Manhattan. One day, at the original Barnes & Noble bookstore on Fifth Ave., I picked up a book on TCP/IP. I almost finished reading it sitting on the store floor.
 
Since then, I developed products, technologies and startups involving broadband, wireless, cellular, enterprise switching, multimedia platform, and so on. Some of the milestones in my career include the development of the first full duplex Ethernet DSL modem, 3G Femtocell (News - Alert) and mobile-multimedia application platform. Currently, I am putting my professional background into optimizing CRM communication services.
 
RT: How does your company benefit from communications technology?
 
AP: NSG Group specializes in CRM and Order Fulfillment solutions for the delivery market, utilizing “cloud” computing and communications. Using SIP, VoIP, advanced IVR and mobile gateway technologies, we offer services with high availability and scalability while significantly cutting cost and optimizing performance. Practically, there are no geographical boundaries and NSG Group is taking advantage of nearshore NAFTA resources.
 
Cloud computing is going beyond the virtualization of resources and is dramatically changing the way telecom infrastructure is designed – making it cloud communications. With the growth of IMS-based services, cloud solutions can penetrate many market segments. The CRM market is one of the segments that will be going through major transitions, bringing it to the next generation of services. Currently, NSG Group implements a major production CRM delivery solution for a nationwide customer with an international operation that utilizes these technologies successfully.
 
RT: What changes are you expecting in your tech budget next year? Why?
 
AP: Given the projection of our CRM customers for 2010, we are expecting month by month linear growth. With our philosophy to utilize cloud computing, a major part of our IT budget will be allocated to our partners and suppliers of the “cloud” components and solutions.
 
RT: President Obama has said the $787 billion economic stimulus package will help the economy this year. What do you think about that? In your view, how will that money impact the communications market, if at all?
 
AP: NSG Group expects a major comeback in the CRM market to nearshore and onshore suppliers. We believe that the stimulus dollars will trickle down into ecommerce, which will drive up the demand for advanced IT services. This will require cutting-edge communications infrastructure, such as cloud solutions, where we are investing our energy today.
 
RT: Following up on that, we’re now formally starting the process of broadband stimulus money allocation and spending. What do you think of that activity? What effect will broadband stimulus have on technology spending, if any?
 
AP: I haven’t seen the allocation of the broadband stimulus package. However, given my experience in the telecommunication industry, I hope that a major portion will be invested in the “last mile” bottleneck, especially bringing fiber closer to home. FTTH opens up a window of infinite opportunities for new wave of applications and technologies. Future services and applications can be anywhere in the “cloud.”
 
RT: One of the exciting opportunities we’re presenting attendees at this year’s show is a fast way to find and network with companies they’re interested in, through ITEXPO DealCenter. What, specifically, is bringing you to ITEXPO West 2009? What kinds of companies or professionals do you want to meet?
 
AP: NSG Group is interested in improving its entire CRM and Order Fulfillment offerings, which is based on cloud solutions. Therefore, we will be looking at companies, professionals, products and suppliers that will address the challenges in this growing trend.
 
RT: What specific products or services do you intend to research or select?
 
AP: NSG Group will be looking at products and services that address the CRM and Order Fulfillment market based on cloud solutions. This includes: VoIP equipment, SIP Signaling, IMS infrastructure, Call Center monitoring, IVR, Mapping, cellular gateways, video conferencing, redundancy/backup/balancing solutions, and of course classical IP networking equipment.
 

Meet Amnon Ptashek of NSG Group at ITEXPO West — the biggest and most comprehensive IP communications event of the year. ITEXPO West will take place in Los Angeles, Sept. 1 to 3, 2009, featuring three valuable days of exhibits, conferences, and networking opportunities you can’t afford to miss. Don’t wait. Register now.


Follow ITEXPO on Twitter: twitter.com/itexpo

Michael Dinan is a contributing editor for TMCnet, covering news in the IP communications, call center and customer relationship management industries. To read more of Michael's articles, please visit his columnist page.

Edited by Michael Dinan


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