Day 2 of CASA23 brought us deeper into the trends driving CPaaS to $100B in 2030. Global executives, analysts, and industry insiders discussed the levers of growth that are key for CPaaSAA members:

  • Leveraging AI in communications
  • Driving success with SMEs and channel partners
  • The convergence of UCaaS, CCaaS, and CPaaS

And it wouldn’t be a CPaaS event without a CPaaS Showcase Showdown!

Here are just some of the highlights from Day 2.

AI – it’s impact on society and technology providers

Ali Bouhouch, CEO of The Good Data Factory, framed Artificial Intelligence in the historical context of fire, tools, electricity and computers. All inventions that shaped the future of humanity. AI is on the same level as these tools that we take for granted today.

Putting AI into the context of business tools: We must pull AI out of the confines of IT and up into the larger business. It requires partnerships across businesses, expertise from all areas of the business, and ongoing innovation to deliver its fullest potential.

RCS is real and delivering results!

Åsa Larsson showed us an exciting example of how Infobip enabled an winning RCS campaign for Deutsche Telekom.

If you have followed RCS, you know this has been a long time coming!

The results from adding rich messaging interactions to their campaigns?

  • 26% higher open rate
  • 66% increase in engagement
  • 120% higher conversion rate

Importantly, this campaign was a resounding success with only 50% of DT’s customers currently using RCS.

If you’re wondering about RCS in your market, now is the time to take a deeper look.

A sit-down with one of the original disruptors of the communications industry

Jeff Pulver talked with Kevin Nethercott about innovation in the communications industry.

We particularly liked his reference to “purple minutes” – minutes where you are doing something different and creating value for your customers.

Jeff’s biggest word of advice?

The best way to make money is to do something other people aren’t doing.

The Playbook for #CPaaS success in the SME market

Rashid Aljneibi, Director of Cloud Communications & Operations at e& enterprise, gave us the #CPaaS playbook for the SME market – especially relevant in emerging markets where #SMEs represent 90%+ of businesses:

– Partnerships are key to delivering the functionality your customers need

– Your customers are looking to you for services and guidance to drive business growth

The CPaaS revolution will be televised

Kevin Nethercott talked industry trends with Michael Brandenburg, Senior Industry Analyst at Frost & Sullivan,
Melissa Holtz (Fremeijer), Research Manager at IDC, Dave Michels, Principal analyst at TalkingPointz, and
Tom Brannen Industry Analyst & Influencer at OnConvergence, LLC

We had the quote of the day come from the panel on the CPaaS revolution:

“The industry has been broken for a long time. Providers have been selling better experience, but contact centers have been buying lower cost operations. The opportunity is now with AI (especially generative AI) and communications coming together to enable both: better CX at a lower cost.”

On Platform Use Cases

Martin Taylor, Director of Content Guru, shared something we are seeing more and more of in the market:

“Many customers don’t want to have a full fat CRM that costs a lot of money if they don’t need all of the features”

This sentiment also extends into other contact center technologies (like CCaaS) where nimble innovators are introducing right-sized feature sets that allow companies to pay for what they need and use.

The Convergence of UCaaS, CCaaS, and CPaaS

Dave Michels sat down Martin Taylor from Content GuruPhilipp Beck from Luware, and Dave Spindler from SIPPIO to discuss about the convergence of UCaaS, CCaaS, and CPaaS.

Thomas Boesen, SVP of Business Development at Cisco, shared his thoughts on a combined UCaaS, CCaaS and CPaaS strategy during today’s sessions:

“All 3 technologies address specific use cases and are vital to have. We just have to be sure we can integrate them and glue their services together. No company will implement all three areas in one go. You start in one, and integrate the others together.“

Break Through Marketing

We got a number of Insider marketing tips from our marketing panel with Alan Percy, CMO at TelcoBridgesDora Bloom, CMO at iotumErik Rieken, Business Lead for Cloud Communications at KPN, and Brianna Sullivan, VP of Product and Marketing at NUSO. Two great pointers:

  1. Sometimes your efforts pay off in unexpected ways. One marketer’s outbound campaign didn’t create sales leads and was classified as a failure. But 2 months later they began to see inbound inquiries from those same targeted companies. Their outbound lead generation effort was actually serving to create awareness. 
  2. Quick hit guerrilla marketing tactics can be effective. One attendee is creating great buyer engagement through 1 minute videos produced in partnership between the marketing and product teams.

One More Thing

As we approach our 1-year anniversary, we took the opportunity to announce an “initiative for good” that will have a global impact. Stay tuned for more information on this industry-driven program that is near and dear to our hearts!

Wrapping Up and Day 3 On Tap

This was a truly packed day with many more sessions on AI, Go to Market, and market trends. The day concluded with a networking session and dinner for CPaaSAA members.

We will wrap up the summit with a Day 3 dedicated to our members. Wednesday includes the kick-off of multiple industry working groups focused on moving AI and other key capabilities forward for the industry and its customers.

We will also take advantage of having our members in one location to have our quarterly CSP, Vendor, and Marketing round table sessions in person.

Thank you to everyone that made Day 2 such a success!


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