Redesigning Telco Assets: Call Routing
What is wrong with call routing?
The limitation of one number for one device has become too stringent. Better numbering plans should also be accompanied by better call routing. In the Web world there are several solutions for having a new telephone number and forwarding it to other numbers. Unfortunately current forwarding costs mean that none of these solutions have become great hits. The solution is not to do call forwarding but to open up the call routing logic to externals.
Open APIs for Call Routing
What if externals could define, modify and even host external call routing rules. Examples could be call centers. Instead of calling a special number you would be “dialing” a phrase like “Microsoft Office 365 Login Problem”. This would allow smart call routing to route your support call immediately to the Microsoft Office 365 security support team. No longer would you have to go through the dreadful steps of navigating a complex IVR (press 1 to speak to support, press 5 if your issue is related to SaaS solutions, press 2 if your issue is about Office 365, press 1 if you can not login, etc.)
This is only one example but there are hundreds if not thousands of examples.
Also one number one device is out of fashion. With custom identifier plans, you also need smart routing. Several devices could have one identifier and based on your availability some people could get through, others would go to voicemail or your secretary. Call forwarding however should not be charged but should be part of the smart call routing logic if operators want to make it into a success.
Where is the revenue?
Callers pay to make calls. It is not logical that forwarding a call to another device means that both the caller and the one that is called have to pay. Of course forwarding to numbers of competitors is different but just having a service find out which device should take an incoming call should be free. The money is in the smart call routing subscription, not in the individual calls. Microsoft and other corporations pay for being able to do their own smart routing. Subscribers pay a small monthly fee (e.g. €1) to have all you can eat access to smart routing.