Will your new phone system support your customized hold advertising program?

If you are looking for a new phone system, you're probably looking to capitalize on the new features and capabilities that systems are providing in the form of Voice over IP, SIP or general IP Telephony. There are opportunities to save on network costs, and productivity enhancements. Unified messaging, mobility, reporting and advanced features are all nice gains. You can own, lease or even somewhat "rent" your new technology. However, you should be careful to NOT assume that all of your existing features will simply be replicated on your next system. Be sure to understand how basic features such as Paging, Busy Lamp Field, System Management and custom on hold messages will be accomplished.

This article addresses how your customized Message on Hold / Music on Hold is provided, or if it even CAN be. For the most part, the capability will be there, but perhaps will be accepted in a different form. Many systems still support your custom on hold messages, but perhaps in the form of a wav or mp3 file. That's good news in a sense, but if you already own a player, it may be prudent to simply keep using that player. Why? Because it may be easier to continue doing your updates using the same methodology. Some of the "wav file" requirements of the newer system specify a highly "compressed" file. Additionally, if you have not been trained on how to upload these wav files, you could take on additional charges from the system provider to update your files. On occasion these compressed files can have a negative impact on the audio quality of the music and voice talent. On some systems it is readily apparent. On others, it's not apparent at all. As providers of these custom on hold message files, we continue to improve on creating programs that are properly adjusted (volume, equalization, timbre) for wav file deployment.

There are essentially two main types of telephone systems or services: Premise-based Systems and Hosted IP/SIP Services. Here are some basics to consider with respect to CUSTOMIZED ON HOLD CAPABILITIES with new systems:

Premise Based Systems: All of these systems provide some sort of support. Some systems allow for On Hold content to be provided via wav file, loaded directly onto the phone system server. A few examples are Cisco Call Manager, Altigen, Vonexus, ESI and Nortel's BCM products. Some Avaya products allow for wav file support, but only support a file size in the area of 30-45 seconds (not acceptable for a true custom On Hold program). In some Cisco Call Manager scenarios, On Hold content can be loaded directly onto properly configured Cisco routers, a very attractive feature for sure for several reasons. Many premise-based systems also optionally allow for 3rd party equipment to be used instead of the wav files. There is merit to considering both options (wav file vs. 3rd party equipment). Consider the following:

• Phone system manufacturers sometimes require sound files to be provided in a compressed format that simply reduces the audio quality of the content.
• Even though 3rd party hardware represents a cost of approximately $250-$600 depending on capability, it is often very easy to update and change the content. If the content is provided as a wav file on a system, the uploading of new content typically requires intervention by an IT professional at whatever price they charge.

Hosted IP / SIP solutions: Sometimes, consumers make the mistake of assuming that just because a product is VoIP capable or straight IP Telephony, that Customized On Hold content is always simply a wav file. Not necessarily true at all. Some Hosted IP / SIP solutions (this is when phones and routers are ONLY at a customer site, and all core software is housed at a Host Provider's site) offer the most serious challenges to properly configuring On Hold content for the end-user customer. It depends completely on the host software's ability to house a file or player, but more often, the Host Provider's willingness to even offer the service.

Many "legacy" phone users that move to Hosted IP / SIP services don't find out until after they cutover to the hosting service that they have lost their custom On Hold Message capability. Hosted IP / SIP that are powered by Cisco Call Manager (the host software, not the phones) allow considerable flexibility, as does iCore Networks. With some of these solutions, customers can deploy On Hold programs by department, which aids in even more strategic marketing opportunities for some industries (such as car dealerships).

At this juncture, it is apparent that nearly all Hosted IP solutions certainly could support customized On Hold files for its clients, but some have decided to only offer a "canned" background music file. Look for the terms CUSTOMIZED ON HOLD on the product literature. If the literature only mentions MUSIC ON HOLD, it is possibly a canned music (their music) solution only. Phone system capabilities truly differ on a case by case basis. Unfortunately, this is often not a point of discussion during the sales process. It is important for the customer to ask these questions to their provider early in the purchasing process.

Finally, it is important to note that many (but not all) of the "wav file / mp3" scenarios work in the following manner. When the HOLD button is pressed, the "file" is initiated and the caller hears the program from the beginning each and every time. This is somewhat against the grain of how an On Hold advertising program should work. Most On Hold providers create 4-6 minute programs in an effort to provide more content to callers, so as they call in time and time again, they hear different content via the "looped" program. Cisco provides a method to "loop" the program as long as the network is configured in a manner to allow for it. Some Hosted IP / SIP providers also allow "looped" program solutions with the addition of a hardware component.

Please call us at 800-342-0098 to discuss if you have questions! We keep pretty close tabs on as many manufacturers and service providers as we can!