Active SoftSwitch is the flagship service of ICC Networks, the UK based Application Service Provider to the IP Communications market.
ICC’s Management Team first came together for a Leeds University funded “proof of concept” project looking at SIP applications back in 2005. The project was a success and the team built out a successful business serving Internet Telephone Service Providers across five continents. They already support over 100,000 end users worldwide.
As early as 2008, when ICC asked its customers “what do you like about us ...” they selected Innovative, Flexible and Responsive as the three key words that they most associated with the business. The management team discuss why they believe this is so.
CTO Devrin Cakali, who has led the development of Active SoftSwitch from the beginning, said “...we believe that innovation is not just about having the clarity of mind to come up with something new, it’s about delivering something that works so well, that we can completely take it for granted as we move to the next frontier. We spend most of our time and energy now, trying to make things clean, simple and easy to use and you have not finished the job until it is..."
He added "...we have always believed that our partners should be able to provide their Customers with a great service without getting snared in the technology and so I think that our reputation for innovation is because we have learned the art of making complex things appear easy. Our constant Mantra has been “make it easy to set up, easy to use, easy to serve Customers...””
MD Steve Rowles said “… back in 2005 we tried to buy a service like Active SoftSwitch but it didn't exist, so we set about creating it. We knew that we needed a totally reliable service engine so we choose PortaOne, that part was easy. The harder part was how to add a flexible service wrapper.”
“We knew that if we could deliver “simple but flexible” we could unlock a whole new space where our customers could stretch out a little and be much more creative, more adventurous and of course, different from each other. We now know that by moving to a completely modular approach for our v2, we have created that space and our Customers can use it to fully express their own business personality”
“I believe that we owe our current success to having taken something that used to be virtually impossible for all but the largest Telco’s and making it available for a very wide range of businesses. We believe in a world where virtually any business can easily start and manage their own brand telco service”.
Rav Rehal lives as close to the heart and mind of Active SoftSwitch Customers as anyone. He commented “People need to know they can reach you if they are having a crisis, even if it is just to confirm that the problem is unique to them and that can be at 4 am. So with Customers on five continents and with a young family, that can be a challenge. But we understand that it is our response in those critical “moments of truth” that makes all the difference. It's the exact moment when your Customer forms his opinion of you…”
He said ”…offering 24/365 is not just about having engineers on duty, it is about understanding the wider implications of any given event for each individual Customer and it’s about the whole business being responsive in times of stress. Customers will always have problems. It’s how we deal with them that counts...”
...and it's about the whole team
Steve Rowles added “The key to being a thriving and vital business is the attitude of the whole team and it has been our good fortune that we have been able to build up a great team of individuals that reflect the very best of UK life in that we are multi-cultural, multi-lingual and multi-talented. The rest is just about training".
"We may be a software development business, but we have always focused our attention on our Customers’ needs and that’s probably why we are seen as innovative, flexible and responsive.”
You can find more details about the ICC team on the ICC Networks Website.