Telco's should be very worried nowadays, not only the folks from the branding department. Branding is dead, we 'know' that, but there's more to it...
"SIP is barely more involved than SMTP and HTTP. We don’t expect to pay a service provider big bucks for access to simple protocols like this. Improved IP-based re-creations of last century’s voice products just don’t cut it any more. And your brand won’t help you on bit in changing that. Five years of arbitrage won’t sustain AT&T; through another century. Enjoy watching the last few turns of the game. Taking a few enemy pawns and bishops late in the game doesn’t matter when checkmate looms."
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