February 08, 2019

ITEXPO Explores CPaaS

By Special Guest
Jose Rebolledo, ITEXPO Special Correspondent -

ITEXPO provides a convergence point for the communications space, and this year’s event took a deep dive into enterprise collaboration. The session, “The Evolving Landscape of CPaaS,” brought Bandwidth’s Caitlin Long, Unified Office’s Tom Phelan and VoIP Innovations’ David Walsh into the ITEXPO spotlight to guide this exploration.

According to session moderator, Phil Edholm from PKE Consulting, CPaaS is the leading way in delivering application communications across the world – especially when considering that digital transformation provides a path for businesses to convert legacy ways of connecting with clientele, things, and processes. CPaaS allows companies to adopt new applications and services that make connecting easier and provide alternate manners to reach out and maintain customers relations, such as Uber and eBay, for instance.

It is clear that, in the not too distant future, the bulk of communications will be between objects rather than people. Yet, while objects can notify applications when an event occurs, the one thing most of them do not have is intelligence. Being connected does not mean they have the intelligence to make a decision based on the information collected. Thus, CPaaS makes the connection between humans and objects easier, and whatever solution a business may decide on, they should be able to continue to take advantage of their communications servers’ features.

Explosive growth within this segment can be solely attributed to enterprise digital transformation, which has communication and collaboration at its core and at present, it is also driving improved operational efficiency, customer engagement and the creation of new revenue streams. As an illustration, customer-facing applications can now incorporate communication capabilities like contact centers, service agents, and chatbots so when an app has all these options, click-to-message or click-to-call fan be added with minimal effort, thankfully.

Last but not least, this technology can be leveraged for omnichannel engagement in targeted marketing activities to deliver alerts and reminders, and as artificial intelligence will power these interactions, in time, individuals could expect them to evolve and become more sophisticated.

Edited by Maurice Nagle