BroadSoft (News - Alert) recently announced that it received the 2014 Market Leadership Award from Frost & Sullivan for the Hosted/Cloud Internet Protocol Telephony market in the Latin American region. This market has a lot of untapped potential, since it is expected that by 2020, annual revenue in the region will grow to ten times its 2013 totals.

Gaithersburg, Md.-based BroadSoft offers unified communications (UC) services, infrastructure and products to service providers. These include hosted PBX (News - Alert), unified messaging, instant and text messaging, and video. The company also offers support and training and has various partner programs.

According to Frost & Sullivan (News - Alert), Broadsoft succeeded on the strength of providing complete, cost effective solutions while developing solid working relationships with small, medium and larger companies. As a result, it gained 30 percent market share for the region. Providers in the region typically deployed IP PBX systems using either the BroadWorks on-premises platform or the BroadCloud platform, a hosted system.

Although not formally part of the award, Frost & Sullivan also complimented BroadSoft for quality and reliability, flexibility in support for legacy installations, redundancy to limit downtime, and affordability.

The award was one of Frost & Sullivan’s Best Practices Awards, which are presented annually. The research firm looks for companies that have effectively beaten the competition to the punch to gain significant share in a given market and that will likely remain a dominant force for several years.

The announcement of BroadSoft’s award simply reflects where business communication is in 2015 and that the Latin American region is no longer far behind the leaders. The region has almost 10 percent of the world’s population and major metro areas like Mexico City, Sao Paulo and Rio de Janeiro. As a previously untapped market, BroadSoft has jumped on a potentially lucrative opportunity and is in the proverbial driver’s seat.

One of the biggest benefits of UC is that as far as communication is concerned, it no longer matters where someone is. As long as the technology is there, UC is essentially as good as being at a meeting in person. Thanks to BroadSoft’s efforts, Latin America will soon be included in that analogy.