The operator of the Netherlands KPN and the American AT&T have presented the API Store and Marketplace APIs, respectively, that use the Kandy versions of the Ribbon platform. These APIs stores (application programming interface) emerge as one of the alternatives adopted by the operators to transform their traditional offer of unified communications for the business segment: this generates cloud-based options that allow self-managed recruitment - similar to that of any e-commerce site- and the implementation of new communication features without the need to write code or with very little writing. In other words, to be able to add interaction options with its internal (employees) and external customers almost in real time.
"CPaaS offers have traditionally been focused on developers and providing access to APIS to create basic communication functionalities for small clients," said Patrick Joggerst, Chief Marketing Officer of Ribbon. "We are now seeing how operators use CPaaS to package services that allow them to create and enrich real-time communications of their corporate clients."
APIs stores are also a response of traditional operators to the competition of companies such as Twilio, Nexmo and Plivo, which were created as communication platforms as a service (CPaaS) and offer unified communications (voice, data, and video). These companies, with less than a decade, capture at least part of the business market segment that has historically been served by operators and IT firms.
The competition of these actors is relevant in markets such as the United States, but it is less noticeable in other regions -for example, Latin America-, where the traditional operator in a direct or integrated way with the IT partner continues to be the provider of unified communications of companies.
According to a White Paper published by Ribbon, the Communications as a Service Platforms (CPaaS) that allow improving both employee productivity and customer service with options such as "Click-to-any action" (already offered by Twiliio, Nexmo, Plivo, among others), leave the operator only as a wholesaler and it is the CPaaS provider that has the contact with the final customer (corporation, small and medium-sized company or other type of organization).
The bet of Ribbon through Kandy is that the operator has alternatives such as UCaas, CCaaS, CPaaS, more in line with the digital world in terms of both costs and functionality and user experience, so that their business customers can face their digital transformation in communications with external customers as internal.
How much money is played in the CPaas market?
IDC foresees that, on a global level, the expenditure destined by companies to distribute only voice and text messages through CPaaS contracting modalities could reach US$ 11 billion annually in 2022.
For Convergencialatina, this means that operators must fight for a portion of that number from two fronts: defensive and offensive. The defensive has to do with maintaining their position in the sale of services to the corporate market (large, small and medium-sized enterprises) and offensive in generating service options that adapt to new contracting habits of the BtoB segments and at the same time, to the communication needs of companies with their customers. Habits that in both cases imply more use of the online channel when contracting and more immediacy (activation and purchase in real time).