Your typical VoIP provider has to juggle a lot of tools in order to sell their services: cloud PBX, SIP trunks, quote calculations, campaign management, billing and charging, and so much more. Albert Diaz, founder and CEO of Florida-based RingLogix, calls it “swivel chair operations” – the time-consuming need to pivot between multiple screens and tools – and it’s exactly the problem his company set out to solve with its RingOS VoIP reseller platform for resellers of telecom services.
But while Diaz wanted to deliver a seamless experience to resellers – independent communications services providers, sometimes known as MSPs or managed services providers, who sell another CSP’s services under their own brand – he didn’t want to limit himself to just one software vendor. Instead, he envisioned a one-of-a-kind, white-labeled SIP trunking, hosted PBX, and UCaaS platform that united in-house innovations and third-party features with a solid, reliable softswitch and billing foundation. The key to fulfilling that vision? The open API philosophy at PortaOne.
“RingOS is built exclusively around the PortaOne API,” says Diaz. “PortaOne is at the core of our infrastructure: it’s our session border control at the edge of the network, and it’s our core billing engine. Then, the API lets us develop heavily around it. That, along with the built-in reseller architecture, allowed us to get to market very quickly.”
A custom-tailored VoIP reseller platform – built with simplicity in mind
The RingLogix approach to product development is to always design from the experience out – a dedication it had already put to work when it built and donated an innovative COVID testing call center during the pandemic. With RingOS, the mission was to make an easy-to-use and totally complete “business in a box” for resellers.
“When you look at our customers’ employees, 80 to 90% are not engineers,” says Diaz, describing the nature of a typical reseller business, which does not usually manage any communications infrastructure but instead acts more like a sales and account management office. “We needed an extremely simple user experience that is made by regular people: salespeople, operational people. So we used the power that PortaOne has – the SBC, the billing engine, real-time call authorization, real-time routing, real-time rating – but then we hammered that technology to meet the simplicity we needed for the user experience.”
The resulting VoIP reseller platform provides RingLogix users with service and subscription management, customizable business analytics, reporting, customer onboarding, user-friendly branding and campaign tools, a sophisticated DID inventory management system for enterprise phone systems, LNP porting systems (which allow end users to switch between carriers), directory listing and 10DLC registration (which helps businesses prove they are not spam callers), and a robust telecom-specific quoting system that instantly creates an account in PortaBilling as soon as the end customer clicks “accept” in the email. In other words, the reseller can own their entire customer experience, all in one platform.
Even better, it’s extremely easy to use for the reseller teams. “Any sales rep, any receptionist, any assistant – anyone – can deliver a quote with almost no training. You click the activate button, and RingOS automatically creates the customer, creates the PBX, creates all the users, assigns the subscriptions,” Diaz explains. “Thirty seconds later, you have a live customer.”
This streamlined reseller system is a big draw – meaning that RingLogix is scaling its hosted PBX and SIP trunking services fast.
The ability to have an architecture that allows me to partition the system very quickly was big.
Albert Diaz, founder and CEO of Florida-based RingLogix
Your system, your vision, your choice
Diaz also appreciates that the PortaOne API allows him to combine PortaSwitch and PortaBilling not only with his company’s own innovations, but also with other platform providers who might have specific services that fit his vision.
“I have PortaOne, I have NetSapiens, and I have Ribbon, and they all have their place in my ecosystem,” says Diaz. Recently, the company also expanded its solutions to include MS Teams and CRM integrations. But while Diaz enjoys the freedom of being able to pick and choose from different providers to create the final product he envisions, he notes that working with multiple vendors has also highlighted where the PortaOne platform shines.
“PortaSwitch is in a very unique space,” he says.
It’s not uncommon in this business to get an SBC, a softswitch, a billing engine, a provisioning engine – but those systems will all be decoupled so you have to build in a lot of middlewear. Or you might see a billing system with integrations that demo well, but you realize where you operate it how many holes there are…. But with PortaSwitch, you own the softswitch, you own the billing engine – it’s all seamlessly built from the ground up.
Albert Diaz, founder and CEO of Florida-based RingLogix
An underappreciated competitive edge: peace of mind
There is yet another PortaOne advantage that Diaz relies on for his VoIP reseller platform – one that’s often neglected in the entrepreneurial world: “I sleep at night,” he says.
“PortaOne has some of the best scalability metrics, some of the best redundancy metrics – but it doesn’t matter because I don’t have to use it. It doesn’t crash,” he explains.
“To have the peace of mind of a real-time billing engine, to be able to perform real-time call authorization, to be able to mitigate fraud – it’s phenomenal. Then, with the API, we can build cool features and our own user experience around that.”
And when that reliability is backed up by expert, on-demand technical assistance, RingLogix has all the pieces it needs to deliver an excellent customer experience to its own users.
“PortaOne probably has the best support in the industry…” says Diaz. “In the reseller business, there’s somebody in the middle between you and the customer, so the faster you can get a resolution, the better. When things get complicated – when we’re chasing a ghost, or it’s outside of the scope of what we can see – the ability to escalate to the PortaOne team and to get a fast response has been critical. The time to respond to tickets, the accuracy in the information, the dialogue back and forth, the willingness to help – it’s second to none.”
It’s time to build your vision, your way
What could the PortaOne team help you create that doesn’t exist anywhere else? If you have an idea for a new, custom-tailored telecom product or service that could fill a gap in your target market, we can help you put the right ingredients together. Build on the foundation of our unified service management and delivery platform, tap into real-time billing and charging with built-in tools to help you manage fraud prevention and regional regulations, or use the power of API to connect just the pieces you need with your own innovations. And when you’re ready to expand your business further, the PortaOne Add-on Mart is there with tons of low- and no-code options for added features and services.
“Reliability is expected, accuracy is expected – you can’t brag about those things…” says Diaz. “With PortaOne I have the reliability, and with the API I’m also able to develop the user experience we want and all the other cool features. It’s absolutely at the core of our success.”
