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.