In this episode of CPaaSAA Talks, I had the pleasure of sitting down with Jonathan Bean, CMO at Sinch, to discuss the rapidly evolving landscape of digital customer communications. From RCS adoption and AI integration to the role of Network APIs and what to expect at MWC Barcelona, our conversation provided a compelling look into where the industry is heading and the importance of ecosystems.
The Journey of Sinch
Founded in 2008, Sinch started as a messaging company and has grown into a global leader in digital customer communications. Today, the company powers over 800 billion customer interactions annually across messaging, voice, and email. With 175,000+ customers and a presence in 64 locations, Sinch has played a pivotal role in shaping the CPaaS industry.
Jonathan, who joined Sinch in 2019, reflected on the company’s growth from a few hundred employees in Stockholm to a 4,000-strong global team today. He highlighted how Sinch has co-created the CPaaS market, working alongside industry leaders—including many CPaaS Acceleration Alliance (CPaaSAA) members—to push the industry forward.
RCS and AI: Transforming Digital Engagement
The rise of RCS (Rich Communication Services) has been a hot topic, particularly since Apple’s decision to adopt the standard. With over 1 billion RCS interactions facilitated by Sinch in 2024 alone, the technology is seeing significant momentum.
Jonathan emphasized how RCS builds trust, enabling businesses to send branded and verified messages to consumers, reducing fraud while enhancing engagement. Compared to traditional SMS, RCS offers richer media, interactive elements, and higher conversion rates—all while maintaining the ubiquity of messaging.
Alongside RCS, AI is revolutionizing customer interactions. While generative AI is gaining traction, Jonathan pointed out that agentic AI—AI embedded directly into customer experiences—will be the real game-changer. The ability to personalize messaging, automate responses, and deliver real-time insights will drive the next evolution of customer communication.
The Role of Network APIs and Telcos
Another key topic was network APIs, a space where telcos are starting to reclaim relevance in the digital communications ecosystem. Ericsson’s Aduna launch and the growing involvement of major telecom operators signal a shift toward standardized, global API frameworks.
Jonathan noted that trust and reliability are critical for network APIs to succeed. Businesses need consistent, well-documented, and globally accessible APIs, particularly for use cases like mobile identity verification, authentication, and fraud prevention. Standardization and commercialization will be crucial to ensuring these APIs deliver on their potential.
MWC Barcelona: Ecosystem, Convergence, and Collaboration
MWC Barcelona will serve as a catalyst for industry collaboration, bringing together telcos, CPaaS providers, CX platforms, and brands to explore the future of digital communications. Jonathan stressed that the focus should be on ecosystem collaboration—bridging gaps between technology providers and businesses to create seamless, scalable solutions.
One of the most exciting aspects of MWC will be the CPaaS Acceleration Visionary Exchange (CAVE) Lunch, hosted by Sinch. This exclusive gathering of industry visionaries will provide a forum for open discussion on the State of CPaaS, exploring challenges, opportunities, and strategies for the year ahead.
Looking Ahead: The Future of CPaaS
As CPaaS continues to expand—expected to reach $85B+ in the coming years—Jonathan highlighted the importance of balancing competition and collaboration. The convergence of telco, messaging, and AI-powered experiences will shape the industry’s future, and CPaaSAA will continue playing a key role in bringing the right players together.
The discussion closed with a look toward experimentation and commercialization, as brands, telcos, and technology providers refine their strategies for RCS, AI, and network APIs.
Final Thoughts
My conversation with Jonathan reinforced that trust, engagement, and ecosystem collaboration are at the heart of CPaaS innovation. As we head into MWC Barcelona, the industry has a unique opportunity to shape the next era of digital customer communications.
A big thanks to Jonathan and Sinch for their continued leadership and support of the CPaaS Acceleration Alliance. Stay tuned for more insights from MWC and beyond!
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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