Broadsoft Fights Back!

Powered by Broadsoft was a big thing back in 2018, but what does the world look like for Broadworks platform owners as Zoom and Teams capture all the headlines?


As we settle into our new world of hybrid working, virtual meetings and technology-based collaboration, businesses and suppliers will return some focus on the currently underestimated area of voice service management.

Voice has become just part of the communications portfolio and may well see further changes as virtual meetings become a deeper part of the customer engagement strategy but, inbound voice management, number management, detailed reporting, device management, call queue management and GSM native extensions are still powerful elements around which former telecoms specialists can build their converged UC message.

Broadsoft’s reputation as a rock-solid voice platform was the catalyst of the ‘powered by Broadsoft’ marketing campaign in 2018 and now it’s full integration into the Webex suite is making it a true rival to the other big Covid beneficiaries, MS Teams and Zoom. Broadsoft platform owners cannot afford to ignore these two powerful brands, especially Teams but with middleware players like Call2Teams and TeamMate they can be the providers of choice between quality meeting and collaboration plays, both backed by the most successful voice hub.

Of course it is not just the customers move to UC that has changed, the expectation on delivery and management is much more real-time and on-demand. Providers will need API management of service deployments, full remote management of physical and softphone devices and simple management of billing events, areas where IT lead competitors may lack some experience and many of the tools.

The final piece on which Broadsoft players may want to put some focus on is the area of dial-through fraud security. Whilst it seems appealing to just add simple voice services to a software solution like Teams, badly executed management of voice security and device security invites the fraudsters to target and target hard.


What guarantees can new entrants offer their customers and will corporate “DIY IT” strategies backfire?


Author: Iain Sinnott