The site needed to better address the needs of BroadSoft's varied audiences including telecommunications service providers, technology partners, media and analysts, the financial community, and the increasingly important end-user -- those consumers and businesses that are the ultimate users of VoIP applications. The site imagery effectively communicates the applications, making it relevant to all of the diverse audiences while the color palate and other design elements create a crisp and engaging experience. The home page immediately directs the user to the most up-to-date portions of the site through events, news, RSS, BroadSoft's social media presence, and the partner and customer specific portals. Users are introduced to the new site through a welcome video by BroadSoft's VP of Marketing Leslie Ferry, during which she shares BroadSoft's vision for the site and other new online properties, including the new corporate blog, Broadband Ignite.
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