e-book: BroadSoft SIP Trunking

Adding Value to SIP Trunking with Mobile Unified Communications

e-book Table of Contents

1. Introduction

2. State of the Market

3. From Access to Applications

4. BroadSoft SIP Trunking Benefits

5. Market Segmentation

6. The Importance of Mobility

7. Mobility Market Offer – Basic

8. Mobility Market Offer - Premium

9. Conclusion

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services such as Instant Messaging and Presence, Business Line Texting, Video, Web Collaboration, Mobility Services, and many more.

In short, SIP trunking is no longer just about access – it’s about enhanced applications delivered over business lines and enterprise trunks.

The key value proposition for SIP trunking is the ability for service providers to bundle voice (either circuit switched or IP based) and data over a single converged IP pipe, creating a more economical offer for the enterprise than can be achieved with separate voice and data connections.

Historically, SIP trunking offers were focused on pure access. However, lower cost is no longer the only reason an enterprise moves to SIP trunking.

INTRODUCTION

Many analysts see SIP trunking as a key driver to the widespread adoption of Unified Communications (UC) deployment. Today’s businesses understand the real value of increasing employee productivity with new UC services such as Instant Messaging and Presence,

Business Line Texting, Video, Web Collaboration, Mobility Services, and others.

In short, SIP trunking is no longer just about access – it’s about enhanced UC applications delivered over business lines and enterprise trunks.

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The SIP trunking market may not be new, but it is changing, and it is certainly growing. Infonetics Research predicts global service revenue will grow at ~52% CAGR from 2011 to 2015.

In North America alone there are over 1000 VoIP service providers, many who offer basic access over SIP trunks. However, as access availability increases, prices will subsequently drop and customer churn will rise. Thus, service providers are looking to differentiate from their competition, by offering new and enhanced services over SIP trunks.

As businesses continue to move their communications to all IP, they are looking to the “cloud” to reduce operational complexity and cost, and to gain more timely access to new productivity capabilities. Mobility represents one of these capabilities, as smartphones and

STATE OF THE MARKET

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Tablets become business devices, and fixed/mobile integration becomes a necessity.

All this adds up to a huge opportunity for service providers who already own the connection to the customer (lines and trunks) – and are well poised to offer high margin UC applications.

` PRICE

CHURN

Commoditized Trunk Access

FROM ACCESS TO APPLICATIONS

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services such as Instant Messaging and Presence, Business Line Texting, Video, Web Collaboration, Mobility Services, and many more.

In short, SIP trunking is no longer just about access – it’s about enhanced applications delivered over business lines and enterprise trunks.

There are many SIP trunking solutions on the market today which are architected to be access replacement only. Typically they are built using Session Border Controllers (SBCs) and Class 4 switches – may be a proprietary hardware based solution - and may lack the capability to add value added services without the addition of new hardware.

This type of SIP Trunking architecture typically does not easily scale, as the SBC operational interface is geared towards low-level media and protocol management. In addition, this results in a complex billing model, the potential need for the customization of regulatory compliancy infrastructure and offers limited, if any, enhanced applications. In contrast, BroadSoft® offers an application -oriented platform that delivers both connectivity and enhanced applications, on a

single software platform: BroadWorks®.

BroadWorks offers a “springboard” from commoditized access to an innovative platform which delivers SIP trunking plus revenue-enhancing services. In addition, as these services are available through a common platform, they can be packaged to meet specific market requirements.

These include Hosted PBX, Messaging (IM, UM, SMS), Video, Web Conferencing, Team Conferencing and Collaboration, Mobility (FMC, Mobile PBX) and Contact Centers.

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Business Continuity

Enterprise Trunking/Bursting

Group and User Services

Mobility ConferencingCollaborationMessaging

CONNECTIVITY

FULL UC

BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.

The benefits of a BroadWorks application-oriented architecture can outpace traditional access models, from both a revenue-generating and cost savings viewpoints.

Based on an open standards-based platform, BroadWorks delivers carrier-grade software for integrated call processing, SIP trunking, IP PBX and other enhanced UC services – all on a single integrated platform.

BroadSoft offers an unmatched level of experience, with more than 100 SIP trunking deployments and heavy investments in extensive interoperability testing with IP Multimedia Subsystem (IMS) core networks, Class 4 softswitches, SBCs and IP PBXs.

BROADSOFT SIP TRUNKING BENEFITS

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BroadWorks Benefits for Service Providers• Single software platform delivers both advanced trunking and value-added services

• Transport-neutral solution operates seamlessly in both IMS

and pre-IMS architectures• Supports “hybrid” (Hosted IP-PBX +SIP Trunk)

deployments• Per-TN/Per-DID service customization • Business continuity supported at trunk group and user

level• Lowers operational costs with centralized management

and control

• Provides the ability to continually add new features and functionality

• Completely integrated with BroadTouch™ applications and

BroadCloud™ services

BroadSoft Integrated Applications Platform

MARKET SEGMENTATION

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Different market segments have various requirements. One of the unique aspects of the BroadSoft software platform is that it lets service providers attack multiple market segments with one integrated solution.

When considering offering UC services over trunking, service providers need to take into account their own ‘go-to-market’ strategy, e.g., whether their focus is on transactional sales, or high touch custom deployments.

Large multi-site enterprise customers often have different PBXs, data infrastructure, and even service contracts. Looking for “network collapse”, they require integration of UC services with existing business systems and applications.

Midmarket customers may be looking for simple PRI replacement, with an eye to bringing on productivity enhancing services.

The smaller customer is likely looking to replace a shared PBX, or perhaps a key system or even POTs. Low cost bundles with attractive new features are a good bet in this segment.

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Large Ent

1000+

Midmarket100-1000 seats

Small Business<100 seats

Micro Business<10 seats

Service Provider Go-to Market Strategy

Tra

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THE IMPORTANCE OF MOBILITY

Today, mobility in the work place is no longer a question, it’s a requirement. Based on industry analyst’s estimates, well over 80% of enterprises today are using mobile applications for their communication and collaboration needs.

BroadSoft offers service providers simple ways to immediately extend communication services to an end-user’s mobile devices, regardless of existing mobile service plans.

BroadTouch™, our suite of end-user clients and applications, provides users with a common user interface with which to access all of their communication services, as offered by the service provider.

All BroadTouch clients are brand- able, allowing the provider to own the service and the user interface.

BroadTouch™ MobileLink™A non-VoIP client that extends the business number to a user’s existing mobile phone, including directory integration and call history, effectively separating personal and business communication on one device.

BroadTouch™ Business Communicator

BroadTouch™ Msg.NowText messaging application using the business line number empowers quick company communication on user’s mobile phones, over the data network.

Full UC VoIP client offering voice, video, instant messaging and presence for all of today’s leading PC/Tablet/Smartphone devices.

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MOBILITY MARKET OFFER - BASIC

Extend Desk Phone Features to the Mobile One number, plus all the calling features of the employee’s desk phone on the mobile.

One Mailbox for Messages and FaxesUnified Messaging makes it easy to stay on top of business.

Professional Front OfficeAuto Attendant picks up calls when you can’t.

Separate Personal and Business Identities on One Mobile PhoneProtect business phone number and control employee costs.

Send/Receive Texts against Business NumberTrue one number identity for

all messaging.

BroadTouch MobileLink

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BroadWorks Auto AttendantUnified Messaging

BroadCloudText Messaging

The flexibility of the BroadSoft platform enables service providers to pick and choose services which are most appropriate for their target market. Below, we illustrate a basic mobility offer which can be immediately deployed over SIP trunks, using BroadTouch MobileLink. Optional services that might be bundled with MobileLink include BroadWorks Auto Attendant, Unified Messaging and/or BroadCloud Text Messaging with BroadTouch Msg Now.

MOBILITY MARKET OFFER - PREMIUM

Send/Receive Text against Business Number

True one number identity.

Synchronized Data “In the Sky”One place to go to find contacts, messages, call logs and history.

Single User InterfaceOne familiar app works across laptops, smartphones, and tablets to access all communication services.

Talk, Chat, See, Find, MessageAll in one communications, audio, video, IM and Presence, integrated with the corporate directory.

Fluid CommunicationsSeamlessly move the conversation from device to device without interruption.

BroadTouch Business

Communicator

Share ContentShare content along with voice and video at the click of an icon.

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On Demand HD AudioDial in or select multiple contacts from within the Business Communicator app.

On Demand HD VideoDial in from Business Communicator or any video-capable device.

BroadWorks Audio Conferencing BroadCloud Video Conferencing

BroadCloud Web Collaboration BroadCloud Text Messaging

For larger organizations, a premium UC mobility offer can be centered around BroadTouch Business Communicator, providing fully integrated voice, video, instant messaging and presence. Optional services such as audio and video conferencing, web collaboration and text messaging can also be included, all from the same integrated platform.

CONCLUSION

Page 9

There is a large and growing market for SIP trunking access, but with the threat of commoditization in many markets. Competition is causing price points for pure access to drop, with the resulting increase in customer churn. Business demand for cloud-based services, including video and mobility, is changing the communications playing field – thus, the new SIP trunking ecosystem is now comprised of connectivity plus value-added services.

BroadSoft delivers an application-oriented platform for SIP trunking solutions, providing enhanced connectivity along with a large variety of flexible market offers which can be customized and branded by the service provider. This includes mobile UC applications, which can be deployed quickly and easily over new or existing SIP trunks, in order to capitalize on the explosion of smart devices that are changing where and how people work.

Contact BroadSoft:

To find out more about BroadSoft products, please visit

www.broadsoft.com

Or email info@broadsoft.com