MARKET OFFER SPECIFICATION
BroadSoft Xcelerate Market Offer Guide:
“SIP Trunking Plus”
BroadSoft® and our service providers have aligned incentives – BroadSoft succeeds when our service
provider partners succeed.
With that core principle in mind, BroadSoft continues to design recommended Market Offers which our
service providers can take directly to market. Our hope is that by providing our service providers “readyto-launch” market offers which includes packaging, positioning, market segmentation, and implementation
guidance - we can speed time to market for the service provider.
This document describes “SIP Trunking Plus”, our most recent SIP trunking market offers for our
service providers. SIP Trunking Plus capitalizes on the increasing enterprise mobile subscriber base. This
growth has changed the way enterprise customers conduct their daily business. The idea of anytimeanywhere connectivity is quickly becoming a requirement among many disciplines within the enterprise,
C-level, sales, support, etc. SIP Trunking Plus also acknowledges the need to support multiple
smartphone devices, as the bring your own device (BYOD) trend continues to be embraced within a
broadening number of enterprises. Both enterprise mobility and BYOD are being adopted by enterprises
to enhance work productivity and reduce their costs on mobile workforce management. Mobility has
become a key component of the information technology strategy within many enterprises.
Key Messages
1.
There is a large and growing market for SIP-based business trunks and lines. Infonetics is
forecasting SIP Trunking service revenue to grow at a 52% compound annual growth rate
(CAGR) from 2011 to 2015. (Oct. 5, 2011— Infonetics Research VoIP and Unified Communications
Services and Subscribers report)
2.
But …..“basic” SIP lines and trunks are rapidly becoming a commodity business, and with 1000+
VoIP service providers in the US alone, we expect to see continued rapid price declines and
continued high churn rates for “basic” SIP lines and trunks.
3.
Service providers that have bundled applications with their SIP line/trunk offers have shown higher
customer satisfaction and dramatically lower churn results (CBeyond and Comcast are two
examples).
4.
Enterprise Mobility and BYOD trends are continuing to gain momentum within the enterprises,
independent of size or market vertical.
5.
Therefore, we recommend market offers that complement basic SIP Trunking connectivity with
productivity applications that are specifically geared towards end-users – specifically in the areas of
MARKET OFFER SPECIFICATION
Employee Mobility and Business Collaboration – so that service providers can differentiate their
offer, maintain/increase average revenue per user (ARPU) rates, and reduce churn.
6.
Our expectation is that in general, it is easier for service providers to sell their trunk services on a
“Per Trunk” basis, rather than sell on a “Trunk + Users” basis. In other words, we recommend a
bundling strategy where service providers would sell different tiers of trunks rather than asking
service providers to sell a mix of trunks with an a la carte per-TN/DN/DID feature approach. (The
per-TN selling model is certainly possible, but our experience has indicated this increases sales and
sales operations complexity and has sometimes generated a negative incentive to sell the value
features in the offer).
“SIP Trunking Plus” Market Offers:
Executive Summary & Target Market Segmentation
BroadSoft sees the opportunity to apply the bundling of mobility and business collaboration to three
“flavors” of SIP Trunking Plus, based on the market the service provider is targeting:
1. “Anywhere” Business Lines – generally targeted at smaller businesses of <50 seats.
2. UC Business Trunks – generally targeted at the Primary Rate Interface (PRI) replacement
market; typically but not always in the 50-1000 seat space.
3. UC Enterprise Trunks – generally targeted at large enterprise customers (1000+ seats) which
have a CIO organization.
*Note that “mobility” (anywhere/everywhere) is a key aspect of the recommended market offer/brand.
The target market segmentation strategy is illustrated in the picture below.
MARKET OFFER SPECIFICATION
The subsections below describe each of these market offers in more detail.
MARKET OFFER SPECIFICATION
Market Offer: Anywhere Business Lines
(Target Market: <50 seat small business)
Executive Summary

Simple and Easy - A simple market offer, designed for a more transactional, less expert sales
channel

Built-In Business-Improving Features - Designed to include more than just connectivity – some
value added features are included but still the key principle is the idea of keeping the offer simple
to sell, simple to order, simple to support. (Example – no IP Phones required.)

Black Phones or PBX/Key Integration - Salesperson can sell lines that connect to “black
phones”, or that connect into simple Key Systems or Premises PBXs.


Key Features:
o
o
Work Anywhere/Never Miss a Call
Auto Attendant and “Front Office” – your business never misses a call
o
Voicemail to Email – see all your voicemails easily in one place
o
o
IM & Presence (Anywhere Business Lines Elite only)
PC/tablet video calling (Anywhere Business Lines Elite only)
Packaging:
o
For a one-time fee (not monthly), employees can be provided a smart phone
(MobileLink) or smartphone/tablet (Broadtouch Business Communicatior) client that
allows them to ‘supercharge’ their work anywhere experience.


Package 1: “Anywhere Business Lines Lite” based on BroadTouch™ MobileLink
Package 2: “Anywhere Business Lines Elite” based on BroadTouch Business
Communicator

Voice Edition for Smartphone

Voice and Video Edition for PC/tablet
Target Market
The typical customer is:

“the underserved and overburdened” small business

3-50 employee small businesses; no significant IT resources

May have a premises PBX or Key System, or may be using POTS or Centrex or Business Line
service

May have home workers or remote workers
Key Features
Based on anecdotal evidence and feedback from our service provider base, the 3 key features for this
segment are:
MARKET OFFER SPECIFICATION
1. Work Anywhere/Never Miss a Call
2. Auto Attendant and “Front Office” – your business never misses a call, professional
image
3. Voicemail to Email – see all your voicemails easily in one place
4. IM & Presence (Anywhere Business Lines Elite package only)
5. Video Calling (Anywhere Business Lines Elite package only)
Packaging
The goal of this packaging is to be simple and scalable – we desire a packaging model that is simple
enough for a lower-skilled, transactional sales force (direct or indirect).
Pricing – we recommend a single price point based on the mobility package selected. (i.e.,
Anywhere Business Lines Lite at $XX/month and Anywhere Business Lines Elite at $YY/month) in order to keep
sales operations and sales training as simple as possible. Special promotions (buy X lines, get 1 free), or
declining price points ($Y for your first line, $X for each subsequent line) can also be considered.
Packaging – note that “front office” or “group” features are included in the core packages – they are not
sold as a la carte services. The recommended packaging for this offer is:
<< see BroadSoft Xcelerate / Go To Market Spreadsheet – Anywhere Business Lines>
Key Sales Messages
Note that in general, we expect that you will not want to stress too many features in the sale to the small
business owner. The drivers associated with this customer segment are typically Cost and Bundles – they
will be driven by lower cost, and an easy bundle. You will not want build your values proposition of this
market offer around three features. (I.e. Work Anywhere/Mobile integration, Auto Attendant, Voicemail to
Email.)
1. “Focus on your Core Business, not your Chore Business” – we know what it’s like to be a small
business. You want to focus on your business, not on running a phone system. Let us handle
your communications – that’s our core business – and you focus on what makes your business
shine.
2. “Never Miss a Call” – we know what it’s like to be a small business – a missed call is missed
revenue.
3.

With our Anywhere service, calls to your employees will also ring their mobile – no matter
who provides their mobile service.

With Auto Attendant you can provide your customer contact options tailored to your hours
of operation.
“Professional Appearance” – we will provide a professional appearance to your customers
MARKET OFFER SPECIFICATION

Our Auto Attendant service will provide a consistent appearance/experience to your
customer

One Business Number - with our Anywhere service, callers dial one number to reach the
user - whether through their desk phone, mobile phone or a soft phone.

Our Voicemail to Email helps you improve your responsiveness to your customers, by
providing increase visibility/accessibility to messages.
4. Simple and Cost Effective – low cost, buy only what you need. No hidden charges.
MARKET OFFER SPECIFICATION
Market Offer: UC Business Trunks
(Target Market: 50-1000 seat medium business)
Executive Summary

PRI Replacement - An offer designed for PRI replacement – the customer gets a superior
solution, for a lower cost

Start by Upgrading Your Trunks (Immediate Benefits) – There is no requirement to replace
the PBX to realize the benefits of SIP trunking. It actually is a smarter play to upgrade their
Trunk/Network Access first – you get immediate business improvements with minimal capital
investment. Deferring the decision/need to upgrade your premise system to a later date.

Designed for the Productivity-Driven Business – Yes, it’s cost effective. But you can get low
cost anywhere. This solution actually makes your business better - it improves your employees’
productivity, makes your multiple sites work together better, and helps you serve your customers
more effectively.

Good for Your Employees and Your IT/Telecom Staff – features to make your employees
more productive (for your top line revenue) and features to enable and simply trunk management
by your Telecom/Datacom team (for your bottom line).


Key Features:
o
o
Work Anywhere/Never Miss a Call
Business SMS
o
IM & Presence (UC Business Trunks Elite package only)
o
o
Video Calling (UC Business Trunks Elite package only)
Disaster Recovery/Business Continuity
o
Bursting
Packaging:
o
o
“Core” SIP Trunking package –
 The “Core” SIP Trunking package contains the trunking service, ‘work anywhere’
mobile features, Business SMS, Business Continuity and Bursting.
Add-On Mobile Client packages - For a one-time fee (not monthly), employees can be
provided a smartphone (MobileLink) or smartphone/tablet (Broadtouch Business
Communicatior) client that allows them to ‘supercharge’ their work anywhere experience.

Package 1: “UC Business Trunks Lite” based on BroadTouch MobileLink

Package 2: “UC Business Trunks Elite” based on BroadTouch Business
Communicator
Target Market
The typical customer is:

Voice Edition for Smartphone

Voice and Video Edition for PC/tablet
MARKET OFFER SPECIFICATION

A medium-sized business (approximately 50-500 or 50-1000 seat companies) that previously
would have bought TDM PRI trunks.

Often a multisite company

Often functionally divided organization (i.e., separate sales team, support team,
accounting/finance teams, etc.)

Almost always will have a full time IT team; often will have separate Telecom and Datacom
teams, with confusion or conflict over who would make the VoIP purchase decision.
Key Features
It’s important to note that the key features for this customer segment are different for the EndUser/Employee vs. the Site/Enterprise Administrator.
For the end-user/employee, the key features are:
1. Work Anywhere/Never Miss a Call.
2. Business SMS
3. IM & Presence (UC Business Trunks Elite only)
4. PC/tablet video calling (UC Business Trunks Elite only)
For the Site/Company Administrators, the key features are:
1. Work Anywhere/Never Miss a Call
2. Business SMS
3. Business Continuity/Disaster Recovery
4. Bursting
Packaging
The goal of this packaging is to be simple and scalable – we desire a packaging model that is simple
enough for a lower-skilled, transactional sales force (direct or indirect).
Pricing – we recommend a single price point for the “core” tier (i.e., $X per line per trunk), with an
incremental price per trunk for the “Mobile add-on” package, which would support a specific number of
subscribers (i.e. 10) with mobile client capabilities. Each “Mobile add-on” package would have a different
incremental price point (i.e. UC Business Trunks Lite at $XX/month, and UC Business Trunks Elite at
$YY/month). Once again the goal is to keep sales operations and sales training as simple as possible.
Special promotions (buy X lines, get 1 free), or declining price points ($Y for your first line, $X for each
subsequent line) can also be considered. Bursting should be charge on a utilization basis as a premium
to the “core” tier.
The recommended packaging for this offer is:

<< see BroadSoft Xcelerate / Go To Market Spreadsheet – Everywhere UC Business Trunks >
MARKET OFFER SPECIFICATION
Key Sales Messages
For the end-user/employee, the key features are:
1. Work Anywhere/Never Miss a Call – with our Anywhere service, employees can be reached
through a single Business Number with incoming calls ringing their available clients; desk
phones, PC soft clients and mobiles – no matter who provides their mobile service.
2. Business SMS – With Broadsoft’s Msg.Now service, users can send and receive texts using
the subscriber’s fixed-line number from multiple devices.
For the Site/Company Administrators, the key features are:
1. Work Anywhere/Never Miss a Call - with our Anywhere service, employees can be reached
through a single Business Number with incoming calls ringing their available clients; desk
phones, PC soft clients and mobiles – no matter who provides their mobile service. With the
Mobile add-on, employee’s outgoing mobile business calls displays business number calling
line identification and enterprise calling policies (i.e. block long distance) can extend to the
mobile.
2. Business SMS – With Broadsoft’s Msg.Now service, users can send and receive texts using
the subscribers fixed-line number from multiple devices.
3. Business Continuity/Disaster Recovery – with our business continuity solution you will be
able to manage Business Continuity at the user, group or enterprise level, mitigating the
exposure/risk associated with equipment failure (routers, PBX’s) or natural disasters (flood,
fire, etc.)
4. Bursting - “Gracefully” exceed a trunk group’s pre-defined capacity, allowing a site to handle
additional calls if there is available
MARKET OFFER SPECIFICATION
Market Offer: UC Enterprise Trunks
(Target Market: 750+ seat large enterprises)
Executive Summary

Network Collapse/Optimization - An offer designed to address enterprises migrating from
distributed networks with each site maintaining a standalone PBX and dedicated PSTN
connections a single and/or regional PBX structure.

SIP Trunks is an integral part of the end-end VoIP migration (Immediate Benefits) –
Leverage the proven cost advantages of SIP Trunking as early as possible in your VoIP
migrations. The versatility and ease of modification of our SIP trunking architecture will ensure it
can adapt to your network and business continuity needs as your VoIP implementation
progresses.

Designed for the Productivity-Driven Business – Yes, it’s cost effective. But you can get low
cost anywhere. This solution actually makes your business better – improves your employee’s
productivity, simplifies the management of trunks/dial plans associated with multiple sites, and
helps you serve your customers more effectively.

Good for Your Employees and Your IT/Telecom Staff – features to make your employees
more productive (for your top line revenue) and features to make your Telecom/Datacom people
happy (for your bottom line).


Key Features:
o
Work Anywhere/Never Miss a Call’
o
o
Business SMS
IM & Presence (UC Enterprise Trunks Elite package only)
o
o
Video Calling (UC Enterprise Trunks Elite package only)
o
o
Business Continuity/Disaster Recovery
Shared Trunking/Load Balancing
o
Bursting
Packaging:
o
“Core” SIP Trunking package –
 The “Core” SIP Trunking package contains the trunking service, ‘work anywhere’
mobile features, Business SMS, Business Continuity, Load Balancing and
o
Bursting.
Add-On Mobile Client s packages - For a one-time fee (not monthly), employees can be
provided a smartphone (MobileLink) or smartphone/tablet (Broadtouch Business
Communicatior) client that allows them to ‘supercharge’ their work anywhere experience.


Package 1: “Mobile Lite” based on BroadTouch MobileLink
Package 2: “Mobile Elite” based on BroadTouch Business Communicator

Voice Edition for Smartphone

Voice and Video Edition for PC/tablet
MARKET OFFER SPECIFICATION
Target Market
The typical customer is:

A large-sized business (with 750+ seats) which has or is in the process of migrating to an end-toend VoIP architecture

Usually a multisite company

Often functionally divided organization (i.e., separate sales team, support team,
accounting/finance teams, etc.)

Almost always will have a full time IT team; typically will have separate Telecom and Datacom
team, with general consensus on who owns VoIP purchase decision/strategy.
Key Features for This Market
It’s important to note that the key features for this customer segment are different for the EndUser/Employee vs. the Site/Enterprise Administrator.
For the end-user/employee, the key features are:
1. Work Anywhere/Never Miss a Call.
2. Business SMS
3. IM & Presence (UC Enterprise Trunks Elite only)
4. PC/tablet video calling (UC Enterprise Trunks Elite only)
For the Site/Company Administrators, the key features are:
1. Work Anywhere/Never Miss a Call
2. Business SMS
3. Business Continuity/Disaster Recovery
4. Shared Trunking/Load Balancing
5. Bursting
Packaging
The goal of this packaging is to be simple and scalable – we desire a packaging model that is simple
enough for a lower-skilled, transactional sales force (direct or indirect). Bursting
Pricing – we recommend a single price point for the “core/collaboration” tier (i.e., $X per trunk), with an
incremental price per trunk for the “Mobile add-on” package, which would support a specific number of
subscribers (i.e. 10) with mobile client capabilities. Each “Mobile add-on” package would have a different
incremental price point (i.e. UC Enterprise Trunk Lite at $XX/month, and UC Enterprise Trunk Elite at
$YY/month). The increased functionality associated with Shared Trunking/Load Balancing over the
“Everywhere Business Trunks” should be reflected as a premium in the “core” tier that is higher than the
MARKET OFFER SPECIFICATION
“core” tier of the “Everywhere Business Trunks” offering. Bursting should be charge on a utilization basis
as a premium to the “core/collaboration” tier.
Once again the goal is to keep sales operations and sales training as simple as possible. Special
promotions (buy X lines, get 1 free), or declining price points ($Y for your first line, $X for each
subsequent line) can also be considered.
The recommended packaging for this offer is:

<< see BroadSoft Xcelerate / Go To Market Spreadsheet – Everywhere UC Enterprise Trunks >
Key Sales Messages
For the end-user/employee, the key features are:
1. Work Anywhere/Never Miss a Call – with our Anywhere service, employees can be reached
through a single Business Number with incoming calls ringing their available clients; desk
phones, PC soft clients and mobiles – no matter who provides their mobile service.
2. Business SMS – With Broadsoft’s Msg.Now service, users can send and receive texts using
the subscribers fixed line number from multiple devices.
.
For the Site/Company Administrators, the key features are:
1. Work Anywhere/Never Miss a Call - with our Anywhere service, employees can be
reached through a single Business Number with incoming calls ringing their available
clients; desk phones, PC soft clients and mobiles – no matter who provides their mobile
service. With the Mobile add-on, employee’s outgoing mobile business calls displays
business number calling line identification and enterprise calling policies (i.e. block long
distance) can extend to the mobile.
2. Business SMS – With Broadsoft’s Msg.Now service, users can send and receive texts
using the subscribers fixed line number from multiple devices.
3. Business Continuity/Disaster Recovery – with our business continuity solution you will be
able to manage Business Continuity at the user, group or enterprise level, mitigating the
exposure/risk associated with equipment failure (routers, PBX’s) or natural disasters
(flood, fire, etc)
4. Shared Trunking/Load Balancing -– with our Enterpirse Trunking feature, you will be able
to load balance terminating traffic using sophisticated routing policies.
5. Bursting - “Gracefully” exceed a trunk group’s pre-defined capacity, allowing a site to
handle additional calls if there is available
MARKET OFFER SPECIFICATION