January 11, 2005
I spoke with Bill Tauscher the chairman and CEO of Vertical, the company that was known as Artisoft... For those of you with a long history in telecom, you know Artisoft has been in the business for ages, first catering to developers by producing CTI applications and later deciding to build and sell a PC PBX. I was always impressed with their marketing and their products. Our TMC Labs reviewed a number of their offerings and they always did well.
They recently purchased Vertical Networks, a company that also makes PBXs and Bill tells me the reason for the name change is the company is new and more than twice the size of the old Artisoft. It is a break-out company. They are growing faster than any industry benchmarks and will be measured as larger than the competition.
So why did they choose Vertical? They wanted to find a name that was short and easy to remember and of course acquire the domain name. We all know how tough it is to find a domain name these days. They owned vertical.com and the name made sense so this was a natural choice.
Their target market is still enterprises of all sizes. In the SMB space they sell their TeleVantage line and Instant Office is their offering to the large enterprise.
The tie in to the new name is that they will be selling vertical applications based on industry.
Bill will be keynoting at Internet Telephony Conference & Expo this February in Miami and I asked for a sneak peak of what he will say. He will focus on the ROI of phone systems, integration, the value of VoIP, etc. He sees this as a break out year for VoIP and tells me his surveys of SMBs tell him the demand for VoIP is greater than it has ever been. I am looking forward to hearing him at the show.