BroadSoft has been busy lately, helping drive systems from CTI Group's Proteus Enterprise to even Microsoft Lync. Now, it's announced a new milestone: its BroadWorks system is helping to drive Windstream to over one million session initiation protocol (SIP) trunk lines throughout the lower 48 United States.
The raw number is impressive enough, but it gets better. Windstream's growth has led the industry, reports note, and Frost & Sullivan reports that Windstream now has a top SIP trunking market position thanks to that growth. BroadSoft's offerings—as detailed at the annual BroadSoft Connections event—are a large part of Windstream's growth, as BroadSoft tools can be found in Windstream's SIP trunking, along with its cloud-based private branch exchange (PBX) and unified communications (UC) systems.
Windstream gave credit where due, with its vice president of architecture and technology, Art Nichols, noting that BroadSoft provides the kind of “uptime and interoperability” that Windstream most needed. Plus, BroadSoft's stance of “continuously innovating” was also a welcome development. But BroadSoft wouldn't let Windstream go without kudos, as its chief marketing officer Taher Behbehani noted that Windstream “...has made smart decisions evolving their network infrastructure and customer solutions.”
Neither company can claim full credit here, since their solution is so collaborative. BroadSoft has already demonstrated the importance of interoperability with several of its past developments, including most recently new interoperability with Microsoft Lync and Skype for Business. That interoperability has not only helped propel Windstream to a whole new level of operation, but it's also driving business for BroadSoft as well.
When BroadSoft can show off the impact its tools can offer with another company, it gets a better chance at getting a foot in the door. Companies that might not have taken a chance on BroadSoft alone might well do so with Windstream or with Microsoft, and this improves the chance that BroadSoft can make a sale in the future.
Windstream's success makes it a big deal in the SIP trunking field, but perhaps even bigger than that is BroadSoft, who gets one more set of successes to point to in driving its own product line. With a growing number of interoperable tools, BroadSoft may prove to be the real firm to watch.