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At BroadSoft\u2019s annual user conference (Connections) last week, the company announced an initiative called \u201cPowered by BroadSoft\u201d where a service provider can carry the tagline as part of its branding. For example, Verizon could advertise \u201cVerizon One Talk,\u201d which is built on BroadSoft technology, as \u201cPowered by BroadSoft.\u201d Of course, this is meaningful only if customers care and believe the built-on-BroadSoft service is better than a non-BroadSoft service.