There's no better guarantee of quality in a billing system than BSI certification, small wonder Shaftesbury Systems' Managing Director Howard Chaplin is on Cloud Nine flying high with the kitemark.

Gaining BSI's stamp of approval is a major achievement and one that Chaplin is hailing as a milestone in the company's history. Explaining why the kitemark is so crucial to Shaftesbury's plans, Chaplin said: "It's important because if a reseller can support a promise of quality of service to end user customers by independent BSI certification, billing issues are less likely to arise."

The award sets the seal on Shaftesbury's long run of profitable growth. Chaplin was delighted when demanding revenue targets were broken in 2006. "I was even more delighted when we did it again in 2007. This year, we're already 35 new customers ahead, which gives us a total client list of 250.

"That figure may seem surprising because of the level of M&A activity in all sectors of the industry. But with VoIP and broadband added to fixed line the market is expanding. Any new reseller has to register with Ofcom and get a Reseller ID code - and there are between 20 and 30 of these registrations every month." Many of the new registrations are household names and major retailers are becoming increasingly interested. "It helps that Shaftesbury is the market leader in its field," says Chaplin. "Just holding that position gives us a momentum that attracts sales.

"The other great advantage we have is that we create our own software from scratch. Unlike some competitors, we don't buy in ready made solutions. There are two clear benefits. Firstly, by continually creating new solutions and adapting old ones to a client's changing needs, we know our software inside out. Secondly, of course, is that by having no middleman there is only one margin to fund, so we are exceptionally cost effective."

"Our job is to identify new needs accurately and then devise billing solutions that satisfy them"

While the core of Shaftesbury's business is in the UK, the company has an increasing international presence. "In Europe, we work in Spain, Denmark, Switzerland and Ireland," says Chaplin. "We are, however, turning our attention more closely to North America.

"An initial advantage is that the USA and Canada are English speaking. Some time ago Shaftesbury launched in Canada at a presentation we made at the British Consul General's residence in Toronto. It became clear that many of the billing solutions available across the Atlantic were less than perfect and I believe that there is a significant market opportunity waiting to be developed."

Shaftesbury has only ever involved itself in billing and metering services. It has never been tempted to pursue a dual strategy and, for example, sell minutes.

"We believe that we have the greatest depth of experience in metering and billing," says Chaplin. "Our logical route for expansion is in bureau billing. Resellers simply send us their data base and CDRs and we bill for them under their own name. That's where the kitemark assumes great importance. When our clients' customers see it on their bills it's a promise of quality and accuracy that really does add value."

WLR 3 has created a new market. "Many of our customers sell BT products, which they are discovering will not be supported in 18 months time. They have to rely on the market to find a solution.

"Our expertise lies in billing, not ordering systems, so we have partnered with Strategic Imperatives which is a specialist in that field. It already has customers live with BT and in our opinion it is the best in its sector. We are working together right now to integrate our two specialisms so that we shall be able to deliver a truly value added service."

Chaplin isn't fazed by change. He stated: "Of course, it's a constant. Our job is to identify new needs accurately and then devise billing solutions that satisfy them. Our stimuli are new technologies such as VoIP, broadband and the growing needs of carrier level clients in Europe."