SHARE



ABOUT THE AUTHOR


Dave Michels
Dave Michels is a Principal Analyst at TalkingPointz. His unique perspective on unified communications comes from a career involving telecommunications...
Read Full Bio >>
SHARE



Dave Michels | October 30, 2012 |

 
   

BroadSoft Capitalizing on Growth in Hosted

BroadSoft Capitalizing on Growth in Hosted BroadSoft is well positioned with a strong portfolio, growth, cash flow, significant R&D, worldwide footprint, a clear channel strategy, and product breadth.

BroadSoft is well positioned with a strong portfolio, growth, cash flow, significant R&D, worldwide footprint, a clear channel strategy, and product breadth.

Many UC professionals I meet are not that familiar with BroadSoft. The company is virtually unknown among end users, it doesn't manufacture hardware, and frankly doesn't draw a lot of attention to itself.

BroadSoft is a pioneer in hosted IP-based communications. The company was founded in 1998, and its two co-founders continue to hold the titles of CEO and CTO. The company did $138 million revenues in 2011. Last August, the company announced better-than-expected second quarter results, with revenue up 26% over the same period the previous year. BroadSoft now employs over 600 people.

The software company provides solutions to service providers (SPs) around the globe--all of which rebrand the technology. These service providers include major carriers in the US, and PTTs abroad, as well as smaller and younger providers focused solely on hosted communications. The majority of these providers gathered last week in Phoenix for BroadSoft Connections, the company's annual partner event.

I attend numerous vendor conferences, and BroadSoft Connections was unique in several ways. First and foremost was the upbeat tempo among all attendees--the hosted space is growing and everyone was excited. A fair portion of the people I met were new hires. Despite the fact that most SPs compete with each other nationally, there was a strong sense of partnership and sharing among attendees. Also, attendance was very international.

BroadSoft exclusively sells its solutions to SPs. Therefore, it is one of the few communications vendors for whom the cloud is not creating channel conflict. Nor was there much concern that BroadSoft would be changing this anytime soon. That point is directed at several of the alternative technology platforms that SPs consider--SPs fear the "dumb pipe" and "over the top" (OTT) models, and some get a queasy feeling when promoting external brands like Cisco or Microsoft within their offerings.

I knew BroadSoft was getting traction in the SMB and consumer segments, but I didn't realize its apparent success with enterprise customers. The company's messaging and conversations are increasingly enterprise focused, including its latest release called UC One, which is a comprehensive hosted platform for voice, video, IM/presence, text, and web collaboration within a single client interface.

UC One is not as much a product as it is a toolset intended to allow service providers to create unique offers. Its cloud-based architecture simplifies mobility and interactions. In one demo, presence was natively integrated with Google Chat, and the directory included both corporate data and personal contacts from Outlook. Conferences can be easily expanded to external members with a single link. BroadSoft's APIs are cloud ready.

BroadSoft believes that the ubiquity of smart mobile devices will accelerate cloud adoption. The firm has enabled and simplified access to UC services from desk phones, laptops, smartphones and tablets. Core product offerings are seeing substantial enterprise-ready upgrades including skills-based ACD, richer auto attendant features, 2B channel transfers, enhanced performance metrics, improved device management utilities, IPv6, and more.

Each SP customer has discretion over the specific features and bundles implemented in their offering, starting with basic SIP trunking, as the BroadSoft platform now enables providers to offer SIPConnect 1.1-compliant trunking services to its business customers. The new video features work within the BroadSoft client, or SPs can select H.264 hardware endpoints (such as the new Polycom VVX 600 launched at the conference), or potentially add MCUs to their service offering.

Polycom wasn't the only partner in attendance; the expo hall featured more than 60 companies. The partner ecosystem includes products and services aimed at service providers including operational tools, consultant services, endpoint makers, server manufacturers, and lots of applications and tools such as contact centers, call recording, desktop suites, and solutions optimized for specific verticals. Many applications directly integrate via BroadSoft's Xtended family of APIs. The second day of the conference featured "IP Live" keynote-like product demonstrations from BroadSoft and its partners.

It was an impressive conference--not just because of product features and improvements, but because of the momentum. Hosted communications has momentum of its own, but BroadSoft is well positioned with a strong portfolio, growth, cash flow, ongoing significant R&D, a worldwide footprint, SP loyalty, a clear channel strategy servicing SPs of all sizes, and product breadth that spans from trunks to enterprise hosted communications.

Dave Michels is a Contributing Editor and Independent Analyst at TalkingPointz.com.





COMMENTS



Enterprise Connect Orlando 2018
March 12-15 | Orlando, FL

Connect with the Entire Enterprise Communications & Collaboration Ecosystem


Stay Up-to-Date: Hear industry visionaries in Keynotes and General Sessions delivering the latest insight on UC, mobility, collaboration and cloud

Grow Your Network: Connect with the largest gathering of enterprise IT and business leaders and influencers

Learn From Industry Leaders: Attend a full range of Conference Sessions, Free Programs and Special Events

Evaluate All Your Options: Engage with 190+ of the leading equipment, software and service providers

Have Fun! Mingle with sponsors, exhibitors, attendees, guest speakers and industry players during evening receptions

Register now with code NOJITTEREB to save $200 Off Advance Rates or get a FREE Expo Pass!

November 29, 2017

As video conferencing use rises in the enterprise, businesses are looking for ways to bring this technology out of traditional conference room and make it more broadly accessible. That's made the h

November 1, 2017

Your customers (internal and external) demand that you offer them the ability to connect by any means. With the adoption of cloud communications tools you now have access to an expanded portfolio o

October 18, 2017

Microsofts recent Ignite event had some critically important announcements for enterprise communications. Namely, Microsofts new Team Collaboration offering, Teams, will be its primary communicatio

October 23, 2017
Wondering which Office 365 collaboration tool to use when? Get quick pointers from CBT Nuggets instructor Simona Millham.
September 22, 2017
In this podcast, we explore the future of work with Robert Brown, AVP of the Cognizant Center for the Future of Work, who helps us answer the question, "What do we do when machines do everything?"
September 8, 2017
Greg Collins, a technology analyst and strategist with Exact Ventures, delivers a status report on 5G implementation plans and tells enterprises why they shouldn't wait to move ahead on potential use ....
August 25, 2017
Find out what business considerations are driving the SIP trunking market today, and learn a bit about how satisfied enterprises are with their providers. We talk with John Malone, president of The Ea....
August 16, 2017
World Vision U.S. is finding lots of goodness in RingCentral's cloud communications service, but as Randy Boyd, infrastructure architect at the global humanitarian nonprofit, tells us, he and his team....
August 11, 2017
Alicia Gee, director of unified communications at Sutter Physician Services, oversees the technical team supporting a 1,000-agent contact center running on Genesys PureConnect. She catches us up on th....
August 4, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, has lately been working on integrating enterprise communications into Internet of Things ecosystems. He shares examples and off....
July 27, 2017
Industry watcher Elka Popova, a Frost & Sullivan program director, shares her perspective on this acquisition, discussing Mitel's market positioning, why the move makes sense, and more.
July 14, 2017
Lantre Barr, founder and CEO of Blacc Spot Media, urges any enterprise that's been on the fence about integrating real-time communications into business workflows to jump off and get started. Tune and....
June 28, 2017
Communications expert Tsahi Levent-Levi, author of the popular BlogGeek.me blog, keeps a running tally and comprehensive overview of communications platform-as-a-service offerings in his "Choosing a W....
June 9, 2017
If you think telecom expense management applies to nothing more than business phone lines, think again. Hyoun Park, founder and principal investigator with technology advisory Amalgam Insights, tells ....
June 2, 2017
Enterprises strategizing on mobility today, including for internal collaboration, don't have the luxury of learning as they go. Tony Rizzo, enterprise mobility specialist with Blue Hill Research, expl....
May 24, 2017
Mark Winther, head of IDC's global telecom consulting practice, gives us his take on how CPaaS providers evolve beyond the basic building blocks and address maturing enterprise needs.
May 18, 2017
Diane Myers, senior research director at IHS Markit, walks us through her 2017 UC-as-a-service report... and shares what might be to come in 2018.
April 28, 2017
Change isn't easy, but it is necessary. Tune in for advice and perspective from Zeus Kerravala, co-author of a "Digital Transformation for Dummies" special edition.
April 20, 2017
Robin Gareiss, president of Nemertes Research, shares insight gleaned from the firm's 12th annual UCC Total Cost of Operations study.
March 23, 2017
Tim Banting, of Current Analysis, gives us a peek into what the next three years will bring in advance of his Enterprise Connect session exploring the question: Will there be a new model for enterpris....
March 15, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, discusses the evolving role of the all-important session border controller.
March 9, 2017
Organizer Alan Quayle gives us the lowdown on programmable communications and all you need to know about participating in this pre-Enterprise Connect hackathon.
March 3, 2017
From protecting against new vulnerabilities to keeping security assessments up to date, security consultant Mark Collier shares tips on how best to protect your UC systems.
February 24, 2017
UC analyst Blair Pleasant sorts through the myriad cloud architectural models underlying UCaaS and CCaaS offerings, and explains why knowing the differences matter.
February 17, 2017
From the most basics of basics to the hidden gotchas, UC consultant Melissa Swartz helps demystify the complex world of SIP trunking.
February 7, 2017
UC&C consultant Kevin Kieller, a partner at enableUC, shares pointers for making the right architectural choices for your Skype for Business deployment.
February 1, 2017
Elka Popova, a Frost & Sullivan program director, shares a status report on the UCaaS market today and offers her perspective on what large enterprises need before committing to UC in the cloud.
January 26, 2017
Andrew Davis, co-founder of Wainhouse Research and chair of the Video track at Enterprise Connect 2017, sorts through the myriad cloud video service options and shares how to tell if your choice is en....
January 23, 2017
Sheila McGee-Smith, Contact Center/Customer Experience track chair for Enterprise Connect 2017, tells us what we need to know about the role cloud software is playing in contact centers today.