February 11, 2013
Session Border Controller Expert Sonus' Partnership with BroadSoft Ushers in SIP Trunking 2.0
By Rich Steeves
TMCnet Web Editor
Very often, the first iteration of a trend sets the stage for what is to come. According to Aashu Virmani, senior director of strategy and business development at Sonus Networks (News - Alert), experts in session border controllers, we are about to enter phase 2.0 of SIP trunking. And, in preparation for this new frontier of IP communications, Sonus has deepened its partnership with BroadSoft (News - Alert) with an eye toward positioning both companies for the future.
News of the partnership between Sonus and BroadSoft broke last week, and it has observers of the SIP trunking and session border controller space buzzing. According to Virmani, version 1.0 of SIP trunking deployments was all about cost savings, as large banks, airlines and retail chains looked to consolidate communications with SIP trunks. But now, he says, we are on the verge of iteration 2.0 of the SIP trunking revolution, as companies look to generate more average revenue per user. As cloud-based UC providers refine how they go to market, they know that small and medium businesses will be looking for a differentiated experience. SMBs want to do more than just replace standard features; they want to add worker productivity through the cloud.
Virmani sees this timely partnership between Sonus and BroadSoft as a step in the direction of SIP trunking 2.0. Taking the two companies’ product suites together, they can accelerate the deployment of 2.0. The new arrangement, wherein the companies will certify each others’ solutions, will create a new engine of thought leadership in addition to providing out of the gate tested and interoperable solutions for companies wishing to deploy cutting edge communications.
As part of this SIP 2.0, companies will expect the usual feature plus mobility and unified communications solutions. This partnership will help companies that are not quite ready to disconnect fully from legacy technology and will bridge the gap for companies who want to ease into IP communications.
According to Virmani, this partnership is the next logical step for Sonus. After broadening its offerings with the acquisition of NET, Sonus now has a new path to market with this BroadSoft partnership. In return, BroadSoft gains a partner with a trunking solution and a range of SBCs. It is, according to Virmani, a win for both companies. And, of course, we can sit back and watch as this new partnership takes us all into the frontier that is SIP trunking 2.0.
Edited by Carlos Olivera