Sheila McGee-Smith
Sheila McGee-Smith, who founded McGee-Smith Analytics in 2001, is a leading communications industry analyst and strategic consultant focused on the...
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Sheila McGee-Smith | February 08, 2016 |


UCaaS/CCaaS Consolidation: BroadSoft Acquires Transera

UCaaS/CCaaS Consolidation: BroadSoft Acquires Transera With the tight connection between carriers and Transera's routing strategy, the company is a perfect fit for BroadSoft.

With the tight connection between carriers and Transera's routing strategy, the company is a perfect fit for BroadSoft.

BroadSoft announced today that it has acquired Transera, a well-respected contact center software company. While financial details were not disclosed, in the past 10 years Transera has received $37 million in private and venture capital funding from Accel, Apax Partners, Lighthouse Capital Partners and Storm Ventures.

Transera has deployed "north of 20,000 agent seats," Arnab Mishra, who had been Transera president and COO and is now vice president of operations for BroadSoft Cloud Contact Center, told me in an interview. Most of these seats are with enterprise-sized firms like Office Depot (3,000+ agents) and Guthy|Renker (6,000 dedicated and shared agents).

Approximately 60 Transera employees will be joining BroadSoft, and the company expects the acquisition to contribute $7 to $8 million in revenue in 2016.

BroadSoft CEO Michael Tessler describes Transera as "a pioneer redefining contact center performance through omni-channel and big data analytics." Pioneer is an apt description of Transera Founder and CEO Prem Uppaluru, who will join BroadSoft as general manager and vice president of BroadSoft Cloud Contact Center. Uppaluru calls himself as an entrepreneur at heart, and Transera was not the first company he had founded.

Uppaluru also had founded Telera, which had built one of the earliest voice XML-based self-service solutions. In 2002, Genesys acquired Telera, and in relatively short order built a booming self-service business that continues to thrive today. After helping Genesys launch the newly-named Genesys Voice Portal into the market, Uppaluru left to found Transera in 2004.


My first Transera briefing was in November 2005, on the cusp of the company's commercial launch. Uppaluru described the company's unique routing approach, now called Midpoint Management technology. Residing at the edge of the voice network, Midpoint Management enables calls to be received from any originating network and distributed to any terminating network, regardless of network type or carrier. At the time, Uppaluru said Transera's solution "dynamically binds our services to that of the carrier."

Ten years later, the tight connection between the carrier and Transera's routing strategy makes acquisition by BroadSoft a perfect fit. With 700 service provider partners, including 26 of the top 30, BroadSoft can now reach 70% of the world's business users with a complete, enterprise-ready unified communications and contact center as a service offer. And Transera has found a home for its solution with hundreds of service providers.

A key attribute of this new combined offer is enterprise-ready. BroadSoft has a call center application embedded in its BroadWorks suite today. But as its name implies, it is a voice-only ACD/IVR solution best suited to the under 100-seat agent market. Transera adds not only a full omni-channel solution but the company offers interesting descriptive and predictive analytics.

As the diagram depicts, service providers will be the primary go-to-market strategy for the BroadCloud Contact Center portfolio. As BroadSoft describes it, the company's service provider partners are now able to offer an end-to-end solution for PBX, UCC, contact center, and network transport. BroadSoft will continue to offer the Transera solution directly, primarily to enterprise customers.

To date, BroadSoft has been one of a number of different UCaaS offerings for many of its service provider partners. With a much stronger integrated contact center component, it will be interesting to see how successful BroadSoft will be increasing the "share of wallet" with its carrier customers.

Join me at Enterprise Connect 2016, March 7 to 10, in Orlando, Fla., where I'll be chairing the Contact Center track. View the Contact Center sessions here; register by this Friday, Feb. 12, using the code NJPOST to save an additional $200 off the early bird rate. Note, this discount code, which is valid for Entire Event and Tue-Thu Conference passes, represents a total savings of $700 off the onsite price. As an added bonus, you can get even bigger savings when you register three or more attendees from your company.

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