Broadsoft

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At BroadSoft’s annual user conference (Connections) last week, the company announced an initiative called “Powered by BroadSoft” where a service provider can carry the tagline as part of its branding. For example, Verizon could advertise “Verizon One Talk,” which is built on BroadSoft technology, as “Powered by BroadSoft.” Of course, this is meaningful only if customers care and believe the built-on-BroadSoft service is better than a non-BroadSoft service.