bit.ly/BSFTSIP

1. Adding Value to SIP Trunking with
Mobile Unified Communications
e-book: BroadSoft SIP Trunking

2. 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

3. INTRODUCTION
The key value proposition for SIP trunking is Business Line Texting, Video, Web
the ability for service providers to bundle voice Collaboration, Mobility Services, and others.
(either circuit switched or IP based) and data
over a single converged IP pipe, creating a more In short, SIP trunking is no longer just about
economical offer for the enterprise than can be access – it’s about enhanced UC applications
achieved with separate voice and data delivered over business lines and enterprise
connections. trunks.
services suchSIP trunking offers were focused on Presence, Business Line Texting, Video, Web
Historically, as Instant Messaging and
Collaboration, Mobility Services, and many more.
pure access. However, lower cost is no longer
the only reason an enterprise moves to SIP
trunking.
In short, SIP trunking is no longer just about access – it’s about enhanced applications delivered
over business lines and enterprise trunks.
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,
3 BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.
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4. STATE OF THE MARKET
The SIP trunking market may not be new, but it Tablets become business devices, and
is changing, and it is certainly growing. fixed/mobile integration becomes a necessity.
Infonetics Research predicts global service
revenue will grow at ~52% CAGR from 2011 to All this adds up to a huge opportunity for
2015. service providers who already own the
connection to the customer (lines and trunks) –
In North America alone there are over 1000 and are well poised to offer high margin UC
VoIP service providers, many who offer basic applications.
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
PRICE
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 CHURN
cost, and to gain more timely access to new
productivity capabilities. Mobility represents Commoditized Trunk Access
one of these capabilities, as smartphones and
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5. FROM ACCESS TO APPLICATIONS
There are many SIP trunking solutions on the single software platform: BroadWorks®.
market today which are architected to be access
replacement only. Typically they are built using BroadWorks offers a “springboard” from
Session Border Controllers (SBCs) and Class 4 commoditized access to an innovative platform
switches – may be a proprietary hardware which delivers SIP trunking plus revenue-
based solution - and may lack the capability to enhancing services. In addition, as these
add value added services without the addition services are available through a common
of new hardware. platform, they can be packaged to meet specific
services such as Instant Messaging and Presence, Business Line Texting, Video, Web
market requirements.
Collaboration, SIP Trunking architecturemany more.
This type of Mobility Services, and typically
does not easily scale, as the SBC operational These include Hosted PBX, Messaging
interface is geared towards low-level media and
In short, SIP trunking is no longer just about access –UM, SMS), Video, Web Conferencing, Team
(IM,
it’s about enhanced applications delivered
protocol management. In addition, this results Conferencing and Collaboration, Mobility
over a complexlines and enterprise trunks.
in business billing model, the potential need (FMC, Mobile PBX) and Contact Centers.
for the customization of regulatory compliancy FULL
infrastructure and offers limited, if UC
any, enhanced applications.
Mobility Conferencing
Group and Collaboration
In contrast, BroadSoft® offers an application - User Services Messaging
Enterprise
oriented platform that delivers both Trunking/Bursting
connectivity and enhanced applications, on a Business
Continuity
5 BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.
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6. BROADSOFT SIP TRUNKING BENEFITS
The benefits of a BroadWorks application-
oriented architecture can outpace traditional
access models, from both a revenue-generating BroadWorks Benefits for Service Providers
and cost savings viewpoints. • Single software platform delivers both advanced trunking
and value-added services
Based on an open standards-based • Transport-neutral solution operates seamlessly in both IMS
platform, BroadWorks delivers carrier-grade and pre-IMS architectures
software for integrated call processing, SIP • Supports “hybrid” (Hosted IP-PBX +SIP Trunk) deployments
trunking, IP PBX and other enhanced UC • Per-TN/Per-DID service customization
services – all on a single integrated platform. • Business continuity supported at trunk group and user level
• Lowers operational costs with centralized management
BroadSoft offers an unmatched level of and control
experience, with more than 100 SIP trunking • Provides the ability to continually add new features and
deployments and heavy investments in functionality
extensive interoperability testing with IP • Completely integrated with BroadTouch™ applications and
Multimedia Subsystem (IMS) core BroadCloud™ services
networks, Class 4 softswitches, SBCs and IP
PBXs.
BroadSoft Integrated Applications Platform
BroadSoft ®, Inc. Proprietary and Confidential, do not copy, duplicate or distribute.
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7. MARKET SEGMENTATION
Different market segments have various The smaller customer is likely looking to replace
requirements. One of the unique aspects of the a shared PBX, or perhaps a key system or even
BroadSoft software platform is that it lets service POTs. Low cost bundles with attractive new
providers attack multiple market segments with features are a good bet in this segment.
one integrated solution.
When considering offering UC services over
Customized
trunking, service providers need to take into Large
Sell
account their own ‘go-to-market’ Ent
strategy, e.g., whether their focus is on 1000+
transactional sales, or high touch custom
deployments. Midmarket
100-1000 seats
Large multi-site enterprise customers often have
different PBXs, data infrastructure, and even
Transactional
Small Business
service contracts. Looking for “network <100 seats
Sell
collapse”, they require integration of UC services
Micro Business
with existing business systems and applications. <10 seats
Midmarket customers may be looking for simple
PRI replacement, with an eye to bringing on
productivity enhancing services. Service Provider Go-to Market Strategy
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8. THE IMPORTANCE OF MOBILITY
Today, mobility in the work place is no longer a BroadTouch™ MobileLink™
A non-VoIP client that extends the
question, it’s a requirement. Based on industry
business number to a user’s
analyst’s estimates, well over 80% of enterprises existing mobile phone, including
today are using mobile applications for their directory integration and call
communication and collaboration needs. history, effectively separating
personal and business
BroadSoft offers service providers simple ways to communication on one device.
immediately extend communication services to an
end-user’s mobile devices, regardless of existing BroadTouch™ Msg.Now
Text messaging application using
mobile service plans.
the business line number empowers
quick company communication on
BroadTouch™, our suite of end-user clients and user’s mobile phones, over the data
applications, provides users with a common user network.
interface with which to access all of their
communication services, as offered by the service BroadTouch™ Business
provider. Communicator
Full UC VoIP client offering
All BroadTouch clients are brand- able, allowing voice, video, instant
the provider to own the service and the user messaging and presence for
all of today’s leading
interface.
PC/Tablet/Smartphone
devices.
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9. MOBILITY MARKET OFFER - BASIC
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.
BroadTouch
Extend Desk Phone Features to the Separate Personal and Business MobileLink
Mobile One number, plus all the Identities on One Mobile Phone
calling features of the employee’s desk Protect business phone number and
phone on the mobile. control employee costs.
One Mailbox for Messages BroadWorks
Professional Front Office and Faxes
Auto Attendant picks up calls Unified Messaging makes it Auto Attendant
when you can’t. easy to stay on top of business. Unified Messaging
Send/Receive Texts
against Business Number BroadCloud
True one number identity for Text Messaging
all messaging.
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10. MOBILITY MARKET OFFER - PREMIUM
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.
Talk, Chat, See, Find, Message Single User Interface
All in one One familiar app works across
communications, audio, video, IM laptops, smartphones, and tablets to
BroadTouch
and Presence, integrated with the access all communication services. Business
corporate directory.
Synchronized Data “In the Sky” Fluid Communications Communicator
One place to go to find Seamlessly move the conversation
contacts, messages, call logs and history. device to device without
from
interruption.
BroadWorks Audio Conferencing BroadCloud Video Conferencing
On Demand HD Audio On Demand HD Video
Dial in or select multiple contacts from Dial in from Business Communicator
within the Business Communicator app. or any video-capable device.
BroadCloud Web Collaboration BroadCloud Text Messaging
Share Content Send/Receive Text against
Share content along with voice Business Number
and video at the click of an icon. True one number identity.
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11. CONCLUSION
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
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