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  • 20 April 2004 10:07

3Com IP Telephony hits the big screen - cutting telephone bill by 20 per cent

Australia, 20 April 2004 – Cutting Edge today announced that by implementing an IP Telephony network based on 3Com® equipment, it has improved its ability to service its customers while reducing operational costs.

With nearly 100 staff members in three locations, Cutting Edge is an Australian film and television post-production company whose impressive post-production credits include Peter Pan, Scooby Doo and Big Brother. Special effects and graphics credits include blockbusters such as George of The Jungle 2 and Inspector Gadget 2. Cutting Edge is regarded as a pioneer of new technologies in the Australian post- production industry - a key factor in its ability to service global clients and stay ahead of the competition.

Leading Australian systems integrator ASI Solutions installed a 3Com NBX® 100 and NBX SuperStack®3 telephony solution for Cutting Edge, with 200 handsets across its Brisbane, Gold Coast and Sydney locations, finalising rollout in December 2003. The result is an internal telephone network that is able to easily expand as the company grows. Cable and patching requirements have dropped, as have future telephone bill cost estimates.

“Using IP telephony instead of a traditional telephone set-up drops our ongoing carrier spend by up to 20 per cent - a massive saving for a company constantly making interstate calls internally as well as calls to clients overseas,” commented Michael Burton, operations manager and director of Cutting Edge.

“With clients using our on-site post-production facilities daily, the service we offer has increased tenfold. We give the client a handset and they’re operational, plugging their laptop in to get online, using the handset for voice calls and operating in a mini-office, without cumbersome cables and patching. Cost-centre information is captured for departmental and client billing, allowing us to accurately measure costs of hosting clients on-site.”

From consideration to implementation When planning for the expansion into Sydney, Michael Burton and Cutting Edge’s IT decision-maker Stephen Kruger, realised that the current PABX telephone system was costly and had reached its limit in terms of expandability. With 3Com’s NBX voice solutions and ASI’s expertise, Cutting Edge telecommunications can grow without limitation in the foreseeable future.

Commenting on gaining internal buy-in for the move to IP telephony, Burton said, “The name ‘Cutting Edge’ says it all. We are the first with new technology, ensuring it brings tangible benefits to our customers as well as our business, making IP telephony the logical choice. Once presented with the time and cost savings possible, the whole company immediately got behind the move. We’ve had no ripples for moving to IP telephony through 3Com and ASI.

“We looked at solutions from 3Com, Nortel and Cisco. The 3Com products met our needs, the price was right and local support through ASI Solutions, combined with our previous ASI experience, sealed the deal. The switch to the new system was made over a weekend, we kept all the same numbers from our old system, there’s been no down time and it has worked beautifully from day one.

“The NBX solution can also be upgraded to accommodate functionalities such as least-cost routing to auto-select the most cost-effective carrier for each call.”

Burton envisages that over the next six months, further value-add features on the NBX solution will be gradually introduced to employees, ensuring the smooth transition to this new business tool continues.

“Cutting Edge is an example of a strong Australian business implementing technology to cut dollars and realise more immediate return on investment through reduced utility costs, which is what will get vendors over the line in the coming years,” said David Richardson, enterprise director, 3Com Australia and New Zealand.

Peter Black, ASI Queensland state manager added, “The 3Com NBX offering was the obvious choice, due its combination of a feature-rich package with a reasonable price-tag for our end users. The combination of ASI’s skilled engineers, 3Com’s NBX solution and Cutting Edge’s positive attitude to the adoption of new technology all made for a seamless implementation.”

Simon Edwards, channel director, 3Com Australia and New Zealand concludes, “ASI is a valued 3Com partner, demonstrating how our channel-driven model offers superior service and support, as evidenced by Cutting Edge’s decision to purchase 3Com over other vendors”. # # #

About 3Com® NBX® The award-winning 3Com® NBX® networked telephony solution delivers a robust call-processing features coupled with a suite of telephony applications. Designed for central or branch offices, it features sophisticated software that simplifies third-party applications integration and offers extensive multi-site IP connectivity options. About 3Com Corporation 3Com is a leading provider of innovative, practical and high-value voice and data networking products, services and solutions for enterprises of all sizes and public sector organisations. For further information, please visit, or the press site

About ASI ASI Solutions offers quality-integrated products and services to the government, defence, education and corporate sectors. The parent company commenced trading in 1985 and remains totally Australian owned. As the name suggests, the business philosophy of ASI Solutions is based on providing total solutions to customer needs and taking full accountability for all aspects of system integration. One of the largest computer manufacturers in Australia, ASI Solutions employs over 190 staff (FTE) Australia-wide. ASI operates sales and service branches in major capital cities around Australia.

ASI is a single source provider of mission critical IT infrastructure to large, network-centric organisations including Federal and State Governments, Defence, Schools and Universities, and Point-of-Sale Retail chains – with a strong focus on quality, service, performance, and value for money IT solutions.

ASI has a solid history of technological excellence, providing a comprehensive range of products and services including desktops, notebooks, servers, maintenance services, networking products, peripherals and internet services. The ASI range of computer equipment, manufactured in Australia, offers a variety of customised configurations.

ASI offers intensive service and support across the IT enterprise including: • Network Consultancy • Design and Implementation of LANs and WANs • Project Management • Prime Contracting • Customised Maintenance Service Contracts & Training Agreements • Software Configuration • On-site Services (Australia-wide) • Support (Australia-wide) • Direct sales/service branches (Australia-wide) See for more information, or contact Kate Flaus, Marketing Communications ph 02 9384 8023 /

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3Com, the 3Com logo, SuperStack and NBX are registered trademarks of 3Com Corporation. All other company and product names may be trademarks of their respective holders.

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