Because of its strong relationship with some of the carriers, as well as a relationship with Microsoft, that positions it differently than just a standard new entry. At this point they have few enterprise deployments, so their strength right now draws from their current position with service providers.

This is the new dial tone. The basic customer-service model today is broken; for most customers, it's not a satisfying experience. This is a new way for businesses to reach out to their customers.

Over time, this type of service is likely to be absorbed by the larger vendors.