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Early last year, Ahmed Khattak launched US Mobile, a provider of no-contract, no-frills cellphone service aimed at college students, seniors and other low-usage customers. And yet, he struggled to find a good phone system for in-house staff at his Connecticut headquarters. "You would think we would have had that covered, since we are a telecom company," he says with a chuckle. But it was truly hard going: Hardware-based and VOIP options were too inflexible, and he was facing the prospect of wasting hundreds of thousands of dollars to make his current in-house system work for his growing company.

Meanwhile, he had a business with no reliable way to expand customer support or pull analytics.