Over the past year, e& enterprise has made a bold move: developing its own homegrown technology stack that unifies UCaaS, CCaaS, and CPaaS into a cohesive engagement ecosystem. At the core of this strategy is EngageX, a modular, API-first platform built to power intelligent, personalized, and scalable customer engagement across every channel and touchpoint.
In our latest CPaaSAA Talk, I sat down with Ahmed Omer, a respected leader at e& enterprise and long-time supporter of the CPaaS Acceleration Alliance. We explored the vision behind EngageX, how it’s being built, and what’s next as the platform moves from strategy to large-scale execution.
From Tech Stack to Customer Experience Engine
Ahmed described EngageX as much more than a communications platform. It’s the experience layer that allows enterprises to orchestrate, personalize, and automate interactions with their customers — whether via WhatsApp, SMS, email, voice, or across contact center and collaboration environments.
This evolution was driven by a desire to own the customer experience, combining in-house capabilities with strategic partnerships across the ecosystem — including NICE for CCaaS, Vonage and Infobip for programmable communications, and Comviva for campaign orchestration.
By building the tech stack themselves, e& enterprise can offer more than integrations — they’re delivering an end-to-end solution tailored to enterprise needs, especially in high-growth, regulated sectors like banking, government, and retail.
The Power of a Platform Approach
One of the most compelling aspects of EngageX is how it blends flexibility, modularity, and scale. Whether customers need a simple channel integration or a full-stack omnichannel campaign engine, EngageX adapts.
Ahmed emphasized that this platform approach allows e& enterprise to stay agile, continuously evolving the product while meeting the unique demands of enterprises in the MENA region — a market where local presence and context matter just as much as global reach.
EngageX Nexus: The CPaaS Foundation
At the heart of EngageX is EngageX Nexus, the CPaaS layer that enables enterprises to design, deploy, and analyze communications across channels. It supports:
• Real-time, rule-based campaign management
• Multi-channel orchestration (SMS, email, WhatsApp, voice, and more)
• Enterprise-grade API scaling
• Robust analytics and reporting
This layer empowers marketing, operations, and customer service teams to move faster, personalize more deeply, and automate intelligently — all from a single, unified interface.
AI and Automation: Embedded in the Experience
EngageX is being built as an AI-native platform, where intelligence is embedded across the stack. Whether it’s predictive routing in the contact center, automated campaign triggers, or conversational AI for messaging — AI is not an add-on; it’s foundational.
As Ahmed noted, “Customers today expect relevance, speed, and intelligence — and that’s exactly what we’re enabling with EngageX.”
Challenges and Commitment
Ahmed was open about the hurdles that come with building a next-gen engagement platform. Chief among them: integrating legacy systems, changing enterprise mindsets, and ensuring that developers and business users alike can adopt the platform seamlessly.
To tackle this, e& enterprise is investing heavily in enablement, onboarding, and co-creation with customers — making sure EngageX is not just a product, but a partnership.
What’s Next: More Channels, More Intelligence, More Impact
Looking ahead, EngageX will continue to expand its channel coverage, AI capabilities, and vertical-specific solutions. With its foundation in place, the focus now is on scaling adoption, strengthening ecosystem integrations, and unlocking business value across every customer touchpoint.
For e& enterprise, this is not about chasing trends — it’s about leading the shift toward programmable, personalized engagement that adapts to the way enterprises and their customers communicate today.
Final Thoughts
The EngageX story is a perfect example of what we celebrate at CPaaSAA — vision backed by execution, grounded in regional expertise but built to compete globally. It’s also a reminder that the next wave of CPaaS isn’t just about APIs — it’s about platforms that drive real business outcomes.
We’ll be keeping a close eye on the EngageX journey — and we look forward to more collaborations with Ahmed and the e& enterprise team as they shape the future of enterprise engagement.
My lifetime in IT and telecoms has been dedicated to innovation, building bridges and creating change. From the early days of cloud communications to working with operators on innovations and business development, and currently emphasizing APIs, CPaaS/CX and AI, my journey has been one of continuous evolution.
As founding partner at CPaaS Acceleration Alliance and The Next Cloud I'm privileged to help global telcos and techcos thrive in a fast changing world - through events, community building, strategy and global business development. I thrive on challenges and change, strategizing in cloud communications, and bringing people together for mutual success. Travel and continuous learning are my passions.
I believe the global communications industry is pivoting to prioritize customer experience and impactful solutions over mere technology and platforms, and we can tackle societal challenges by merging the strengths of corporates and innovators within new ecosystems.
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