CPaaS Communication framework as service (world market)

2020: The forecast of market development of CPaaS from IDC

By estimates of the international Research Firm IDC, one of the most growing markets – CPaaS, communication frameworks as service. Mark Vinter, the vice president and the partner of IDC, stated the ideas on this subject.

Market size was 4.56 billion dollars for 2019 and promises to grow by 39% by 2023.

DevOps development, i.e. close cooperation of specialists in software development with information technology service specialists became one of drivers of this process.

Other reason, according to the expert – the aspiration of the companies to improve client experience. Often customer interaction becomes more important than characteristics of the product, and API and CPaaS allow to build up most personalized relationship with each consumer.

At last, the large role is played by the digital transformation which became a key factor of growth for the large companies. Corporations spend huge amounts of money to be in time behind a trend that directly influences inflow of investments into CPaaS sphere.

Cloud computing is applied first of all in spheres of voice and text communications. So, among widespread options of use of automation in telephony it is possible to call a masking of numbers, intellectual IVR and virtual assistants, the automated voice notifications, call tracking.

As for the SMS and messengers, the main yuzkeysa are the two-factor authentication which is usually applied by banks and notifications or reminders on delivery which raise a customer loyalty, showing that the company cares for their convenience. Besides, even more often business uses bots for support in a chat, beginning from automatic answers to typical questions to the solutions constructed based on artificial intelligence.

As Mark considers, you should not forget about video, and three main directions are selected here. The first – communications and collaboration. Under this category any cases of use of video content are suitable for sales, including technology of augmented reality when the consumer can feel driving the car or check how furniture will fit into an interior. Actively developing directions of video banking and telemedicine also enter into this group.

The following category - 'show me', i.e. any cases connected with need to show to the interlocutor objects around.

For example, receiving remote consultation of the master in case of breakdown of the car or if it is about car-sharing, registration of the fact of breakdown prior to the trip.

And the third direction is video content in the field of training and social media.

According to Mark, 90% of profit within the market of communications come from three sources: calls, SMS and phone numbers.

Nevertheless, operators fix stable fall of income because of what they are forced to develop other business ways. Cloud platforms and API integration become reply to call of time: now it is important to provide not only passing of a call and delivery of the message, but also management of all processes in a single system.

The first example is visual editors for setup of the automated communication with clients. Their main advantage consists in simplification of access to difficult technologies: managers without technical background can independently configure call-downs, smart IVR, a messedzhing and to make changes in the scenario in read minutes. In particular, Voximplant Kit started in upgraded version in February, 2020 so works.

The second are communication frameworks which using API are connected to any corporate system for management of communications of the employee with clients and colleagues. We see development of this direction in transition to the single universal platforms which are integrating in themselves all processes of the company and not requiring addition of functionality with third-party services. What implies such consolidation? Seamless switching between channels, analytics, safety of use and data storage.

The calls getting in the way of development of CPaaS:

• Scale: before operators there is a problem of sending millions of messages a day. Sounds simply, but in fact there is a number of technical restrictions.
• Difficult communicating processes require more detailed analytics: how to keep track of efficiency of certain canals or how to learn about reading of the SMS.
• Reliability of communication in a cloud. Serverless-approach was not initially intended for communication therefore use of cloud computing in this sphere still bears in itself a number of uncertainty.
• Interruptions in work of systems which can seriously affect performance of the company.
• Data security, especially in questions of machine learning: who listens and analyzes a talk. Here it is not only about personal data protection, but also about a trade secret.

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