News came out a few days ago from Broadsoft that Verizon is using their Broadworks platform and its bMobile solution set to power OneTalk, so this news falls into the category of a carrier/mobile operator win for Broadsoft. Congratulations.....
But in so many ways the solution set feels a lot like what Rogers had done a few years ago in Canada (and now cancelled out) with their One Number solution that was powered by Counterpath and Ericsson, but only for consumers. As a matter of fact there's more Deja Vu in this release than in others I have read in a long time, so thanks for the memories and a familiar ring(tone).
So let's start off by calling this what it is, MUCAAS-Mobile unified communications as a service.
First of this is a pretty pithy news release, which is so full of self serving plaudits, and missing so many facts, that one would have the mucus coming up from the lungs, as you choke over the non news in the release..let's start here:
One Talk delivers advanced business features within the native mobile dialer, BYOD applications for smartphones and tablets, and on state-of-the art desk phones that seamlessly and securely integrate with the Verizon 4G LTE mobile network.
What advanced business features?
Within the native dialer..UMM that's a function of the iOS and Android API and SDK of the devices. All Broadsoft (BS) did was hook into it. They and pretty much every funded, publicly traded or unfunded telecom startup with an app..Call that sentence what it is BSBS. It's a non - starter.
Already today, Dialpad and Telzio to name two business focused VoIP players, are delivering one number, one service, one bill and call connection to devices the same way but over ANY carrier, and any mobile device without the need to buy more hardware for the desk (oh more about that later). And that's including SMS, voice mail and more.. and they are working with the Native Dialer........ Call it BSBS....
Seamlessly and securely? You mean to tell me that calls that business customers make that are not going to be using the Broadsoft Broadworks solution are going to be insecure on Verizon...OMG, talk about creating customer insecurity.... when Yahoo just did that 500 million times.
Next, the puke inspiring quotes..
“BroadSoft bMobile capabilities are impressive and have been integrated in our custom-built business solution that delivers one service, one experience, one bill and one business number – all backed by America’s largest and fastest 4G LTE network. We believe One Talk is a game changer for businesses of all sizes,” said Mike Lanman, SVP, Enterprise & IoT Products, Product and New Business Development Team, Verizon.
The statement "all backed by America’s largest and fastest 4G LTE network." is pure self serving hype which VZW's PR team likely insisted on...yes Lowell and team, we all know that. We hear the same line in your commercials. Get over it. This release is not about who is faster or bigger..let's call it what it is..It's message pointing, not detailing what, how or why this is so important for Verizon's business customers. Oh, maybe there's no demand or interest yet....(more on this later) which is why you have to fall back on the tag line..
What are the capabilities? What do they do? Where are those FACTS in the release???..MISSING. PURE BS from BS.
Heck, AT&T had one number service under EasyReach in the 80's and CallVantage VoIP service was doing the one number, one bill and with find me, follow me, allowed users to point their calls to mobile devices stuff ten years ago. So now it can be done in network finally...WTF, FMC (fixed mobile convergence has been a dream of many for over a decade but it was operators like Verizon who stood in the way for years......Oh and let's not forget Google Fi that is also one number, using a GoogleVoice like find me/follow me to...YAWN.....more BS from BS..
Maybe the game changer is really that Verizon themselves have woken up...and Broadsoft, this is not new. Counterpath whom I have advised in the past had this capability up and running for years....Oh wasn't Counterpath a Broadsoft partner? Doesn't Counterpath hold FMC patents that some of this stuff is based upon? Perhaps? Maybe?
Next is how this is going to be sold in...how?? By who?
“Businesses need a productive mobile experience to succeed in today’s competitive climate, where every call is a missed opportunity,” said Sandra Krief, vice president of sales, BroadSoft. “Verizon’s innovative routes to market, with the ability to serve customers from their business sales teams, their retail stores, and their large partner community, provides a best-in-class sales and support experience for business customers.” --
EXCUSE ME...Innovative routes to market? Verizon's has regional sales teams who Sandra is referring to and they have been disincentivized to sell in new services recently and instead given meeting quotas. In years past they earned commissions and bonuses for bringing new products to market. So with OneTalk the sales team is again being incentivized to get the offering in front of customers, and for the most part they are targeting small business customers and clustered business customers with a few lines in each location. You call that "innovative routes to market"? It's typical carrier sales...MORE BS from BS.
The idea of the VZW sales team helping to get their customers up and running on something new will also take too much time and since making sure meetings are held with customer are how the sales people are ranked and rated and given how long of a sale this will be, do the math on what this means to either company's bottom line. The "innovative route" are now "salary men" and their bonus is they get to keep their jobs. I don't see the sales force jumping on the BS bandwagon but sources do tell me there has been training on OneTalk and Broadsoft recently, but part of this means the mobile sales force to also has sell in desk phones? They have been selling against that for years....How do they now tell that customer they need what last year they told them they don't need...UMMMM...
As for the partners Sandra refers to, unless VZW is going to give away the expensive deskphones, not charge any integration fees, and not charge for training, I don't see the partners jumping on board. As a matter of fact, this feels a lot like the Panasonic Broadsoft announcement from a few years ago. Ironically Panasonic recently told me, Broadsoft isn't part of a recently announced new VoIP based service offering.
Buyers buy on benefits, sellers sell on features.
The release neither outlines the features or the benefits. Maybe there are none to speak of..A missed call isn't a benefit. It's a loss. The benefit is now employees can be more easily reached. That's the benefit. But it's not a new one.
Why this Release?
In essence the announcement also appears to be written more to create pull through. In reality, it's more likely that in exchange for the permission to put out a press release VZW negotiated a better deal...and then VZW PR sanitized the news release down to where it was nothing but an empty piece...
One more quote to choke on..TWICE
Scott Hoffpauir, chief technology officer, BroadSoft, adds: “BroadWorks is a top IP-Multimedia System (IMS) Business Application Server differentiating itself by combining a full range of business services with direct mobile access. We are thrilled BroadWorks’ bMobile software capabilities are integrated in the nation’s first Business 4G VoLTE offering by Verizon – helping to deliver communications mobilization to Verizon customers.”
"helping to deliver communications mobilization to Verizon customers"--what the....??? VZW customer weren't already mobile? Talk about another misaligned quote.
MORE SELF SERVING BS from BS...Business phone service buying customers don't know or care about IMS or an App Server. They want to know how are you going to save them money, give them better service and allow them to integrate into their company wide phone system. Case in point, you need to go to the Verizon OneTalk web site and there you find...
"*One Talk-capable desk phone capable desk phone must be purchased from Verizon to support this feature."
So if the desk phone is to be used, it's not about using what is already in place, it's about buying another new phone, for more money, when in reality the hipster in the photo would never be caught dead using that phone when his or her life is all based upon the smartphone, tablet and PC...
Seriously....someone at Verizon really approved this release. No wonder T-Mobile is winning more customers. Legere gets it...and so does his marketing team.
Also missing from the news release was the customer quote from a company that was actually using this new Broadworks powered service..I guess none of the VZW customers have tried this yet...or wanted to comment..thus expect one of those next (likely with more silly quotes.)
And if this release was meant to attract other mobile operators, missing from it is the benefits for them too.
Oh, and what about the price? It was omitted...
Some digging reveals that the service costs an addition $25/month per user over the mobile plan, and that the customer needs to be on a business phone plan from Verizon. I wonder how that will spur adoption. It also seems that there's only some Verizon mobile plans can have OneTalk added:
One Talk can be added to lines on the following plans:
The MORE Everything® Plan For Small Business (up to 10 lines)
Small Business Plans (up to 25, 50 or 100 lines)
The Verizon Plan (up to 10 lines)
The new Verizon Plan (up to 10 lines)
The Verizon Plan for Business (up to 25 lines)
The new Verizon Plan for Business (up to 25 lines)
Flexible Business Plans
Nationwide for Business Plans (supported later in 2016)-THIS MEANS NO ENTERPRISE SALES FOR NOW.
As someone who remembers and participated in th the Polycom-Broadsoft-Telesphere news from a few years ago, I've seen this script with Broadsoft before, and as the Led Zeppelin album is named, "The Song Remains the Same."