Yesterday I wrote about Verizon's OneTalk, and the very pithy press release put out by Broadsoft to support the move into MUCaaS (mobile unified communications as a service.) After I posted it I did a bit more digging around and realized that Verizon Wireless' sales team is going to have a battle on their hands to get even Verizon's existing PBX customers to add on or switch to One Talk quickly. And that problem is Cisco.
Right now, Verizon has many customers running Cisco Call Manager and Call Manager runs a version of SIP affectionately known as Sip-Skinny for Call Control and, it's proprietary to Cisco so for customers this becomes a rip and replace vs. an add on.
But let's get past the Verizon customer fit, and look at what Broadsoft is really doing. They are. as I hinted in the post, chasing the mobile operators who have lacked an enterprise solution since day one of the first cellular call. Attempts to break into that market have largely been by underfunded startups. What Broadsoft is hoping to do is in essence be the mobile operator's Cisco vs. letting Cisco get into the space.
Cisco, with their Spark initiative is going in a whole other direction, playing the OTT game, and which may be far more cost effective for both them and customers.
My take-Broadsoft can win as long as mobile operators control the handsets. What Cisco and Apple are doing with their "enterprise relationship"with the opening up of the dialer has seriously challenged the ability for the mobile operator to keep that lock in. In turn with LTE becoming so stable, VoLTE has become as high quality for any VoIP provider with an app over the Verizon network. So as Verizon keeps touting their amazing network quality and footprint, they've paved the way for all VoIP providers to be able to ride on their highway at the same quality.
Apple's CallKit is in essence "equal access" on mobile to any telephony provider. And just as "Equal Access" pretty much changed who we use to make calls, and impacted the likes of Nortel, Lucent, Alcatel and others, providing opportunity for Broadsoft and FreeSwitch, Apple and Cisco's Callkit efforts are going to do the same to Broadsoft.