HEADQUARTERS: Gaithersburg, MD, USA
TYPE: Public (NASDAQ:BSFT) Now Cisco
SERVICES: Unified Communications, UCaaS, VoIP, and cloud communications and collaboration.
Founded in 1998, BroadSoft (NASDAQ:BSFT) is a leading technology innovator in cloud PBX, unified communications, team collaboration and contact center solutions, designed for service provider customers across the globe.
BroadSoft offers the most flexible call control platform for service providers to build their own comprehensive portfolio of services. BroadWorks® is the platform that enables services providers to host their own suite of custom cloud services. Alternatively, BroadSoft can do the hosting and let our service provider partners private label their service, through the BroadCloud® software-as-a-service platform.
Service Providers and Resellers adopting BroadCloud® needed to re-think their monetization strategy. Many were stuck with legacy billing systems only capable of supporting traditional telephony services. They required a platform that could be used to not only design and deploy new services, but also bill for them while bundling in existing product SKUs into a single system.
For resellers, they required a re-billing solution that could be used to markup services sold through to the enterprise as their primary role is to acquire customers who would be managed by BroadSoft directly after acquisition.
LogiSense was originally selected by BroadSoft to be its global billing vendor, to bill it’s service provider partners for the usage of BroadSoft’s platforms. During implementation, BroadSoft became aware of LogiSense’s Bill-on-Behalf capability which could be leveraged to support their emerging channel strategy for BroadCloud®.
A B2B2X model was established whereby BroadSoft could now bundle billing and customer care into its cloud infrastructure solution to enhance its offering, and help Service Providers effectively monetize their platform investment and provide a better experience for the enterprise end customer.
For BroadSoft, being able to provide Bill-on-Behalf and Billing-as-a-Service through a single cloud based billing system as part of the BroadCloud® solution represented a clear differentiator to strengthen their market position.
Since the launch of the BroadCloud® integrated Billing-as-a-Service and Bill-on-Behalf options in Q4 of 2016, BroadSoft has been able to successfully onboard numerous new channel partners who have helped to increase BroadSoft’s traction into new territories and the enterprise marketplace.
The benefits for service providers and resellers has been, minimal investment, speed to market, best of breed solution, and improved customer experience. While the benefits to BroadSoft include, targeting a new audience, a new revenue stream, re-use of existing investments and expertise, and faster expansion into international markets.