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BroadSoft CEO: Here's why communications is moving to the cloud

Matt Rosoff, CITEworld | April 19, 2013
You might not know BroadSoft if you're not in the telecommunications space. But if you use a hosted unified communications service from a provider like Verizon, Swisscom, or any of about 500 other telcos around the world, you may be a BroadSoft customer without realizing it.

Another area that we've spent quite a bit of time on is how to really help those operators with things around delivery. You're going to deliver a unified communications solution in the cloud. How do you make sure that service runs effectively? You can troubleshoot it, you can monitor 7/24. You can really provide superior performance on the service. We have all that in our suite. We deliver that to the operator, so the enterprise customer gets a much stronger capability through the operators than, I think, where traditionally the operators are forced to bring lots of components from multiple vendors together. We really helped them with the messaging, the packaging, the sales promotion, the way to go to market, really to help them figure out a segment into the various enterprise markets. Also, on the back side we really helped them with the delivery side of it, which can get complex as it's a big shift of moving from traditional premise delivery to cloud where the operators have scale and will shine in terms of running very highly scalable, reliable, redundant infrastructures.

Q: Companies like Cisco and Avaya are trying to outfit service providers or channel partners to offer hosted collaboration services as well. Talk about the competitive landscape. Who are the big competitors and how does your approach differ strategically from what they do?

A: Most of the competition is the operator-branded service competing with an enterprise solution from one of the enterprise PBX providers. That's most of the competition that we see today. Many years ago we chose strategically to align and build our business around making a big bet on operators as the channel. We don't sell direct to enterprise. Our technology is built for operators, designed around operator infrastructure, designed around operator deployment models. Enabling the operators to create their own branded services is a huge differentiator. In addition to that, allowing them to make a much more healthy return on their investment in our technology, versus others that see the operators more as channels or resellers and are really looking to push their brand through those operators. Those are the strategic set of differentiators.

Then there's a technology differentiator where we've been built from the ground up to being multi-tenanted in the operator network, able to interwork with both existing mobile infrastructures, 3G, 2G infrastructures and also next-generation IMS infrastructure. These are all the things that operators understand and care about. All of the what I would call enterprise communications companies don't really understand that operator environment, don't come from that environment, and haven't made a strategic bet that the operators are going to win a significant portion of this unified communications marketplace.


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