Etisalat Launches ‘eCentrex’ Services in UAE on BroadSoft Platform

BroadSoft, Inc., a leading provider of VoIP application software, announced at the BroadSoft Connections 2007 Executive Users Conference that Etisalat, a United Arab Emirates-based telecom service provider, has selected BroadSoft’s BroadWorks® VoIP application software as the framework for its new VoIP services. BroadSoft partner Emircom, a leading system integrator operating in the Middle East , is under contract with Etisalat to provide the BroadWorks platform. Etisalat will use the platform to deliver “eCentrex” services to small, medium and large enterprises across the UAE.
Etisalat’s eCentrex will provide Hosted PBX and business trunking services, including value-added features such as conferencing, video calling and multiple call lines, which effectively combine a company’s headquarters and branch offices into a single virtual office.
eCentrex services will also offer client applications from BroadSoft, such as BroadWorks Assistant and BroadWorks Receptionist. BroadWorks Receptionist is a carrier-class IP telephony attendant console to manage and screen inbound calls for enterprises. BroadWorks Assistant is an integrated toolbar that gives users the convenience of click-to-dial calling and changing call settings from within Microsoft® Outlook® and the Microsoft Internet Explorer® and Firefox® web browsers.
“Because customers can use the eCentrex service wherever they happen to be, distance becomes irrelevant,” Etisalat said in a statement. “The scalable BroadWorks platform will enable companies to readily reach all the emirates and improve productivity through faster accessibility to company personnel. This translates into faster decision making and better service for our customers.”
"As the powerhouse of VoIP technology, BroadWorks provides a foolproof VoIP solution that enables service providers to offer customers advanced voice services without requiring a large capital investment,” said Michel Sawaya, CEO of Emircom. “With Emircom, Etisalat has a partner that is committed to Etisalat’s success as it expands its service offerings.”
“In today’s competitive business environment where operators are striving to offer innovative services in attractive packages, Etisalat is taking a leading position in the Middle East by bringing the benefits of VoIP to enterprises of all sizes,” said Michael Tessler , president and CEO of BroadSoft. “Etisalat’s new BroadWorks-based eCentrex service gives UAE companies the productivity gains, cost savings and flexibility of VoIP.”