CPaaS Challenges Force Partners to Consider Sales Approaches

With so much to consider regarding CPaaS challenges, we sat down with partners and analysts for some sales advice.

Moshe Beauford, Contributing Editor

August 15, 2023

8 Slides
CPaaS challenges
ArtemisDiana/Shutterstock

A lot is going on in a space where companies such as Twilio, Vonage, AWS with its Chime offering, Avaya, Webex, MessageBird, Microsoft and Bandwidth, to name a few — have all worked to shape the existing communications-platform-as-a-service (CPaaS) landscape. As a result, there are CPaaS challenges aplenty.

Analysts at Gartner note that “CPaaS offers application leaders a cloud-based, multilayered middleware on which they can develop, run and distribute communications software. It is a platform built on APIs and integrated development environments that simplify the integration of communications capabilities (for example, voice, messaging, and video) into applications, services, or business processes.”

CPaaS Challenges and Opportunities

And those a la carte services have grown to be particularly favored throughout the years, with Diane Myers, principal analyst, and Beth Schultz, vice president of research and principal analyst at Metrigy, finding in a 2023 report:

  • CPaaS on a global scale reached some $8.3 billion in 2022, which grew by 20% when compared year-over-year. They also forecast even more market maturity: at a rate of 11% from 2022 to 2027.

  • That figure could reach nearly $14 billion by then, they add.

  • According to the same study, conducted by Metrigy, almost 40% of organizations leverage CPaaS today, with an additional 24% of organizations saying they plan to deploy components of CPaaS by the end of 2023.

We reached out to system integrators at consulting and IT services firm Infosys to get their take. We also got the input of a unified communications and collaboration (UCC) analyst to gain a deeper understanding of CPaaS challenges.

See the slideshow above for channel insiders’ takes on how to overcome sales and technical-related CPaaS challenges to become successful.

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Moshe Beauford or connect with him on LinkedIn.

 

 

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About the Author

Moshe Beauford

Moshe Beauford

Contributing Editor, Channel Futures

Moshe has nearly a decade of expertise reporting on enterprise technology. Within that world, he covers breaking news, artificial intelligence, contact center, unified communications, collaboration, cloud adoption (digital transformation), user/customer experience, hardware/software, etc.

As a contributing editor at Channel Futures, Moshe covers unified communications/collaboration from a channel angle. He formerly served as senior editor at GetVoIP News and as a tech reporter at UC/CX Today.

Moshe also has contributed to Unleash, Workspace-Connect, Paste Magazine, Claims Magazine, Property Casualty 360, the Independent, Gizmodo UK, and ‘CBD Intel.’ In addition to reporting, he spends time DJing electronic music and playing the violin. He resides in Mexico.

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