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Customers have started seeking personalised two-way communications with enterprises, businesses, or brands, a trend that has been accelerated during the Covid-19 years, according to Communications Platform-as-a-Service (CPaaS) vendors.
CPaaS is defined as a cloud-based platform that can enable a business to add a range of communication services and channels to enhance customer interaction by using application programming interfaces (APIs).
These APIs can include text messaging and SIP trunking, texting or communications via video and multimedia, WhatsApp<\/a>, Viber and Facebook; masking numbers and authentication; and Web Real-Time Communication (WebRTC)-based telephony, according to a TechFunnel article.
By using APIs, businesses can avoid deploying a complete solution with a predefined feature set and in turn achieve cost savings.
According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.
Enterprises are spending more on SMS. But WhatsApp<\/a>, CPaaS, video and email are the new growth engines. Apple Business Chat, Google Rich Business Messaging (RBM), Meta (Messenger), WeChat, Line, Telegram, Instagram and TikTok are expected to be the next growth drivers, as per Gartner.
Communication between a customer and a business is no longer one-way, as businesses seek to enhance the experience at all touch points of a customer journey. This is driving a shift from traditional channels of communication such as SMS and email to IP channels such as WhatsApp, Telegram and Viber, as well as to Rich Communication Services (RCS).
“From last four to five years, there is definitely a shift to the IP channel of communication, especially on WhatsApp, RCS, Telegram and Viber. Because of Covid, the whole acceleration happened multi-fold because people adopted digital platforms. I think that has actually helped the entire industry to grow much faster as compared to what was predicted a few years back,” said Rajdip Gupta, Founder & Group CEO of Route Mobile<\/a>.
“Enterprises are shifting towards IP messaging channels due to their convenience, interactivity, and cost-effectiveness. The big battle between Google and Apple on enabling cross connectivity between RCS, the updated SMS standard and iMessage has also played spoilsport. Customers want to carry through their entire conversation on a single channel, and SMS has continued to provide limited interactivity due to a lack of data-driven, rich conversations,” according to Pankaj Gupta, Founder & CEO of EnableX<\/a>.
IP channels, such as WhatsApp Business<\/a>, allow the integration of chatbots, messaging automation, and other advanced use cases.
This shift is also leading to new revenue streams for CPaaS vendors. For instance, by enabling payments and booking services within messaging channels, CPaaS vendors can generate revenue through transaction fees.
Traditional vs modern channels: The question of relevance
<\/strong>
The emergence of IP channels such as WhatsApp Business<\/a> may not necessarily dent the volumes of SMS being sent by businesses to their customers, according to the CPaaS vendors.
Even today, SMS continues to hold its fort due to its relevance in critical industries such as finance and healthcare, and for sending time-critical text alerts like one-time passwords (OTPs), ticket booking confirmations, or product delivery status. The oversight of the Telecom Regulatory Authority of India (Trai) further acts as a guard against SMS spam by unregistered telemarketers and also instills trust in SMS as a channel. Further, there is a large base of feature phone users in India who can only access basic text messages.
CPaaS vendors, while sharing data with ETTelecom, noted that SMS volumes on their platforms have increased multi-fold.
Sinch India<\/a> has seen SMS volumes surge by 2x over the past three years; the Sweden-headquartered vendor sends 250 billion SMS messages a year. Route Mobile<\/a> notes that SMS volumes in India have increased from 25-30 billion in 2021 to over 40 billion in 2022. Infobip<\/a> also estimates SMS volumes for transactional purposes to be at 40-45 billion.
The surging UPI transactions in the country have also emerged as a growth driver for SMS volumes as banks send text alerts, even for a transaction as small as Re 1.
“I think several people believe that WhatsApp will cut into SMS revenue and it might be true for markets where SMS and WhatsApp pricing are comparable. Hence, many enterprises would rather use Whatsapp than SMS channel,” said Nitin Singhal, MD, Sinch India<\/a>.
“For India, I have a contrarian view. It's not just because of the huge differential between the price of SMS and WhatsApp but how they're positioned in the market…At this juncture, the WhatsApp volume and SMS volume is incomparable,” Singhal added.
Sachin Bhatia, co-Founder & Chief Growth Officer of Exotel<\/a> said that SMS remains relevant for users in India and other emerging markets where feature phones are still widely used. “However, with reductions in data costs and rising penetration of low-cost smartphones, SMS may eventually lose its significance,” he added.
There is also a slight difference in the pricing of SMS and WhatsApp Business in India. SMS messages are typically charged on a per-message basis, with the cost varying depending on factors like the volume and type of messages sent.
By contrast, businesses using the WhatsApp Business Platform are charged per conversation, which includes all messages delivered in a 24-hour session, as per a FAQ on Meta’s website.
Read also<\/h4><\/a><\/figure>Sinch aims to offer locally-developed capabilities in global markets from FY23: India MD<\/a><\/h5><\/div><\/a><\/figure>SaaS startup EnableX bets big on telco business to drive growth<\/a><\/h5><\/div><\/a><\/figure>From improved 5G-supported video conversations to hyper-personalisation, here are top CPaaS trends for 2023<\/a><\/h5><\/div><\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
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深入:传统渠道生存更多的印度人会寻求与企业互动交流吗?
根据Gartner的一项研究在2022年,CPaaS市场强劲增长,在2021年的近40%,预测复合年增长率(CAGR)到2026年的30%。增长时,它发现,将推动企业扩大数字功能使用CPaaS客户参与和推动业务效率。
CPaaS市场也吸引了越来越多的印度电信公司,也在试水。Airtel在2022年12月与Facebook-parent元平台公司,共同工作和投资地区CPaaS,开跑,和海底电缆系统。
新德里:一种范式变化正在发生在印度客户与企业互动的方式,企业和品牌的产品和服务。
客户已经开始寻求与企业个性化的双向通讯,企业或品牌,这一趋势已经加速Covid-19年期间,根据通信平台即服务(CPaaS)供应商。
CPaaS被定义为一个基于云计算平台,可以使业务添加一系列通信服务和渠道来增强客户交互使用应用程序编程接口(api)。
这些api可以包括短信和SIP中继,发短信或者通过视频和多媒体通信,WhatsApp推出和Facebook;屏蔽数字和认证;和网络实时通信(WebRTC)的电话,根据TechFunnel文章。
通过使用api,企业可以避免部署一个完整的解决方案与一个预定义的功能集,进而实现成本节约。
根据Gartner的一项研究在2022年,CPaaS市场强劲增长,在2021年的近40%,预测复合年增长率(CAGR)到2026年的30%。增长时,它发现,将推动企业扩大数字功能使用CPaaS客户参与和推动业务效率。
企业花费更多的短信。但WhatsApp、CPaaS、视频和电子邮件是新的增长引擎。苹果的商业聊天,谷歌丰富业务消息传递(元),元(信使),微信,行,电报,Instagram和TikTok预计将成为下一个增长动力,根据Gartner。
客户和业务之间的沟通不再是单向的,随着企业寻求增强体验在一个客户的所有接触点的旅程。这是驾驶的转变,从传统的沟通渠道,如短信和电子邮件等IP渠道WhatsApp,电报和推出,以及丰富的通信服务(RCS)。
“从去年4到5年,绝对是一个转移到IP通信渠道,尤其是在WhatsApp, RCS,电报和推出。因为Covid,整个加速度发生多重的因为人们采用数字平台。我认为实际上帮助整个行业增长更快比几年前预测,“创始人Rajdip Gupta说与集团的首席执行官路线移动。
“企业转向IP通讯渠道由于其方便,互动,和成本效益。谷歌和苹果之间的大战役使RCS之间的交叉连接,更新后的短信标准和iMessage也起到了扫兴。客户想要贯彻整个谈话在一个单一的渠道,和短信继续提供有限的交互性由于缺乏数据驱动,丰富的对话,”据Pankaj Gupta,创始人和首席执行官EnableX。
IP通道,如WhatsApp业务聊天机器人,允许集成,信息自动化、和其他高级用例。
这种转变也导致CPaaS供应商的新收入来源。例如,通过启用支付和预订服务传递渠道,CPaaS供应商可以通过交易费用产生收入。
传统与现代渠道:相关性的问题
IP通道等的出现WhatsApp业务不一定降低卷的短信发送企业客户,根据CPaaS供应商。
即使在今天,短信继续持有其堡由于其相关性在至关重要的行业,如金融和医疗保健,和发送时间关键型文本提示(如一次性密码(otp),机票预订确认,或产品交付状态。印度电信监管机构的监督(火车)进一步充当防范垃圾短信还未登记的电话销售和灌输相信短信通道。进一步,在印度的一个大型基地的功能手机用户只能访问基本的短信。
CPaaS供应商,而与ETTelecom共享数据,指出短信平台增加了多重的卷。乐动娱乐招聘
双曲正弦印度短信量激增了2 x过去三年;一年2500亿Sweden-headquartered供应商发送短信。路线移动指出,短信量从2021年的25 - 30美元在印度增加了超过400亿年的2022人。Infobip还估计SMS卷用于事务降价十亿。
全国UPI交易飙升也成为增长驱动卷作为银行发送短信提醒,甚至为一个事务,小如1。
“我认为有几个人相信WhatsApp将切成短信收入和它可能适用于市场,短信和WhatsApp定价具有可比性。因此,许多企业宁愿使用Whatsapp短信通道,”尼Singhal说,医学博士,双曲正弦印度。
“在印度,我有反向的观点。不仅仅是由于巨大的价格差SMS和WhatsApp,但如何将它们定位在市场…在这个节骨眼上,WhatsApp体积和短信体积是无与伦比的,”辛格尔补充道。
“已经增长了70%或80%,还是100% ?不。WhatsApp吃到短信的增长份额而不是基地”——客户服务主任Shankar艾耶说,印度,Infobip。“如果WhatsApp没有那么是的,短信可能会增加一倍或翻了三倍的增长,但它仍在增长。”
萨钦Bhatia,创始人和首席发展官Exotel说,短信仍在印度和其他新兴市场与用户相关功能手机仍在广泛使用。“然而,成本和减少数据上升的渗透低成本智能手机,短信可能最终失去其意义,”他补充道。
还有一个细微差别定价的短信和WhatsApp在印度的业务。短信通常在消息令牌基础上,成本变化取决于体积等因素和发送的消息类型。
相比之下,企业使用WhatsApp业务平台是为每个对话,其中包括所有消息交付在一个24小时的会议,根据元的网站的FAQ。
读也
印度电信公司的关注CPaaS
CPaaS市场也吸引了越来越多的印度电信公司,也在试水。
路线移动的古普塔说,整个CPaaS行业超过100亿美元,而application-to-person (A2P)市场超过160亿美元,而印度Singhal双曲正弦预计该行业在未来五年增长25%。
Airtel在2022年12月与Facebook-parent元平台公司,共同工作和投资地区CPaaS,开跑,和海底电缆系统。
旅馆有自己的CPaaS平台,称为Airtel智商,被Havells等公司,Delhivery, Swiggy、快车等。沃达丰的想法提供Vi云电话解决方案CPaaS使用率模式使企业自动化某些领导管理等业务流程。同样,在美国,美国电话电报公司(AT&T)一个API,电信市场已经看到了一些成功。
CPaaS厂商的高管表示,电信运营商在云通信工作的战略空间利用短信高卷等垂直行业和电子商务一样,交付和fintech食物。这些高管补充称,电信公司缺乏敏捷性和速度提供企业需要的创新。
CPaaS成功的电信公司也在全球范围内是有限的。”这不是一个成功的原因是短信总收入的份额会是一个非常小的票。业务会来。为什么争夺,5%或8%的利润,“质疑Infobip的艾耶,声称SMS电信的整体营收的贡献小于5%。
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.<\/span><\/figcaption><\/figure>NEW DELHI: A paradigm change is happening in India in the way customers interact with enterprises, businesses, and brands whose products and services they use.
Customers have started seeking personalised two-way communications with enterprises, businesses, or brands, a trend that has been accelerated during the Covid-19 years, according to Communications Platform-as-a-Service (CPaaS) vendors.
CPaaS is defined as a cloud-based platform that can enable a business to add a range of communication services and channels to enhance customer interaction by using application programming interfaces (APIs).
These APIs can include text messaging and SIP trunking, texting or communications via video and multimedia, WhatsApp<\/a>, Viber and Facebook; masking numbers and authentication; and Web Real-Time Communication (WebRTC)-based telephony, according to a TechFunnel article.
By using APIs, businesses can avoid deploying a complete solution with a predefined feature set and in turn achieve cost savings.
According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.
Enterprises are spending more on SMS. But WhatsApp<\/a>, CPaaS, video and email are the new growth engines. Apple Business Chat, Google Rich Business Messaging (RBM), Meta (Messenger), WeChat, Line, Telegram, Instagram and TikTok are expected to be the next growth drivers, as per Gartner.
<\/span><\/figcaption><\/figure>
Communication between a customer and a business is no longer one-way, as businesses seek to enhance the experience at all touch points of a customer journey. This is driving a shift from traditional channels of communication such as SMS and email to IP channels such as WhatsApp, Telegram and Viber, as well as to Rich Communication Services (RCS).
“From last four to five years, there is definitely a shift to the IP channel of communication, especially on WhatsApp, RCS, Telegram and Viber. Because of Covid, the whole acceleration happened multi-fold because people adopted digital platforms. I think that has actually helped the entire industry to grow much faster as compared to what was predicted a few years back,” said Rajdip Gupta, Founder & Group CEO of Route Mobile<\/a>.
“Enterprises are shifting towards IP messaging channels due to their convenience, interactivity, and cost-effectiveness. The big battle between Google and Apple on enabling cross connectivity between RCS, the updated SMS standard and iMessage has also played spoilsport. Customers want to carry through their entire conversation on a single channel, and SMS has continued to provide limited interactivity due to a lack of data-driven, rich conversations,” according to Pankaj Gupta, Founder & CEO of EnableX<\/a>.
IP channels, such as WhatsApp Business<\/a>, allow the integration of chatbots, messaging automation, and other advanced use cases.
This shift is also leading to new revenue streams for CPaaS vendors. For instance, by enabling payments and booking services within messaging channels, CPaaS vendors can generate revenue through transaction fees.
Traditional vs modern channels: The question of relevance
<\/strong>
The emergence of IP channels such as WhatsApp Business<\/a> may not necessarily dent the volumes of SMS being sent by businesses to their customers, according to the CPaaS vendors.
Even today, SMS continues to hold its fort due to its relevance in critical industries such as finance and healthcare, and for sending time-critical text alerts like one-time passwords (OTPs), ticket booking confirmations, or product delivery status. The oversight of the Telecom Regulatory Authority of India (Trai) further acts as a guard against SMS spam by unregistered telemarketers and also instills trust in SMS as a channel. Further, there is a large base of feature phone users in India who can only access basic text messages.
CPaaS vendors, while sharing data with ETTelecom, noted that SMS volumes on their platforms have increased multi-fold.
Sinch India<\/a> has seen SMS volumes surge by 2x over the past three years; the Sweden-headquartered vendor sends 250 billion SMS messages a year. Route Mobile<\/a> notes that SMS volumes in India have increased from 25-30 billion in 2021 to over 40 billion in 2022. Infobip<\/a> also estimates SMS volumes for transactional purposes to be at 40-45 billion.
The surging UPI transactions in the country have also emerged as a growth driver for SMS volumes as banks send text alerts, even for a transaction as small as Re 1.
“I think several people believe that WhatsApp will cut into SMS revenue and it might be true for markets where SMS and WhatsApp pricing are comparable. Hence, many enterprises would rather use Whatsapp than SMS channel,” said Nitin Singhal, MD, Sinch India<\/a>.
“For India, I have a contrarian view. It's not just because of the huge differential between the price of SMS and WhatsApp but how they're positioned in the market…At this juncture, the WhatsApp volume and SMS volume is incomparable,” Singhal added.
<\/span><\/figcaption><\/figure>“Has it grown by 70% or 80%, or 100%? No. WhatsApp is eating into the growth share of SMS and not the base,” said Shankar Iyer, Director – Customer Services, India, Infobip<\/a>. “If WhatsApp had not come then yes, SMS would have probably doubled or tripled in terms of growth, but it is still growing.”
Sachin Bhatia, co-Founder & Chief Growth Officer of Exotel<\/a> said that SMS remains relevant for users in India and other emerging markets where feature phones are still widely used. “However, with reductions in data costs and rising penetration of low-cost smartphones, SMS may eventually lose its significance,” he added.
There is also a slight difference in the pricing of SMS and WhatsApp Business in India. SMS messages are typically charged on a per-message basis, with the cost varying depending on factors like the volume and type of messages sent.
By contrast, businesses using the WhatsApp Business Platform are charged per conversation, which includes all messages delivered in a 24-hour session, as per a FAQ on Meta’s website.
Read also<\/h4><\/a><\/figure>Sinch aims to offer locally-developed capabilities in global markets from FY23: India MD<\/a><\/h5><\/div><\/a><\/figure>SaaS startup EnableX bets big on telco business to drive growth<\/a><\/h5><\/div><\/a><\/figure>From improved 5G-supported video conversations to hyper-personalisation, here are top CPaaS trends for 2023<\/a><\/h5><\/div><\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
<\/body>","next_sibling":[{"msid":100257967,"title":"EU backs Microsoft buying Call of Duty maker Activision Blizzard. But the $69B deal is still at risk","entity_type":"ARTICLE","link":"\/news\/enterprise-services\/eu-backs-microsoft-buying-call-of-duty-maker-activision-blizzard-but-the-69b-deal-is-still-at-risk\/100257967","category_name":null,"category_name_seo":"enterprise-services"}],"related_content":[],"msid":100264412,"entity_type":"ARTICLE","title":"In-depth: Will traditional channels survive as more Indians seek interactive communications with businesses?","synopsis":"According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.","titleseo":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses","status":"ACTIVE","authors":[{"author_name":"Ashutosh Kumar","author_link":"\/author\/479254781\/ashutosh-kumar","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479254781.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479254781,"author_name":"Ashutosh Kumar","author_seo_name":"ashutosh-kumar","designation":"Digital Content Producer","agency":false}}],"analytics":{"comments":0,"views":645,"shares":0,"engagementtimems":2802000},"Alttitle":{"minfo":""},"artag":"ETTelecom","artdate":"2023-05-16 08:34:01","lastupd":"2023-05-23 15:23:59","breadcrumbTags":["WhatsApp","WhatsApp Business","Prime","Route Mobile","Infobip","Sinch India","Exotel","ETTspecial","Bharti Airtel","EnableX"],"secinfo":{"seolocation":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses"}}" data-news_link="//www.iser-br.com/news/enterprise-services/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses/100264412">
<\/a><\/figure>Sinch aims to offer locally-developed capabilities in global markets from FY23: India MD<\/a><\/h5><\/div><\/a><\/figure>SaaS startup EnableX bets big on telco business to drive growth<\/a><\/h5><\/div><\/a><\/figure>From improved 5G-supported video conversations to hyper-personalisation, here are top CPaaS trends for 2023<\/a><\/h5><\/div><\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
<\/body>","next_sibling":[{"msid":100257967,"title":"EU backs Microsoft buying Call of Duty maker Activision Blizzard. But the $69B deal is still at risk","entity_type":"ARTICLE","link":"\/news\/enterprise-services\/eu-backs-microsoft-buying-call-of-duty-maker-activision-blizzard-but-the-69b-deal-is-still-at-risk\/100257967","category_name":null,"category_name_seo":"enterprise-services"}],"related_content":[],"msid":100264412,"entity_type":"ARTICLE","title":"In-depth: Will traditional channels survive as more Indians seek interactive communications with businesses?","synopsis":"According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.","titleseo":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses","status":"ACTIVE","authors":[{"author_name":"Ashutosh Kumar","author_link":"\/author\/479254781\/ashutosh-kumar","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479254781.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479254781,"author_name":"Ashutosh Kumar","author_seo_name":"ashutosh-kumar","designation":"Digital Content Producer","agency":false}}],"analytics":{"comments":0,"views":645,"shares":0,"engagementtimems":2802000},"Alttitle":{"minfo":""},"artag":"ETTelecom","artdate":"2023-05-16 08:34:01","lastupd":"2023-05-23 15:23:59","breadcrumbTags":["WhatsApp","WhatsApp Business","Prime","Route Mobile","Infobip","Sinch India","Exotel","ETTspecial","Bharti Airtel","EnableX"],"secinfo":{"seolocation":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses"}}" data-authors="[" ashutosh kumar"]" data-category-name="Enterprise Services" data-category_id="915" data-date="2023-05-16" data-index="article_1">
深入:传统渠道生存更多的印度人会寻求与企业互动交流吗?
根据Gartner的一项研究在2022年,CPaaS市场强劲增长,在2021年的近40%,预测复合年增长率(CAGR)到2026年的30%。增长时,它发现,将推动企业扩大数字功能使用CPaaS客户参与和推动业务效率。
CPaaS市场也吸引了越来越多的印度电信公司,也在试水。Airtel在2022年12月与Facebook-parent元平台公司,共同工作和投资地区CPaaS,开跑,和海底电缆系统。
新德里:一种范式变化正在发生在印度客户与企业互动的方式,企业和品牌的产品和服务。
客户已经开始寻求与企业个性化的双向通讯,企业或品牌,这一趋势已经加速Covid-19年期间,根据通信平台即服务(CPaaS)供应商。
CPaaS被定义为一个基于云计算平台,可以使业务添加一系列通信服务和渠道来增强客户交互使用应用程序编程接口(api)。
这些api可以包括短信和SIP中继,发短信或者通过视频和多媒体通信,WhatsApp推出和Facebook;屏蔽数字和认证;和网络实时通信(WebRTC)的电话,根据TechFunnel文章。
通过使用api,企业可以避免部署一个完整的解决方案与一个预定义的功能集,进而实现成本节约。
根据Gartner的一项研究在2022年,CPaaS市场强劲增长,在2021年的近40%,预测复合年增长率(CAGR)到2026年的30%。增长时,它发现,将推动企业扩大数字功能使用CPaaS客户参与和推动业务效率。
企业花费更多的短信。但WhatsApp、CPaaS、视频和电子邮件是新的增长引擎。苹果的商业聊天,谷歌丰富业务消息传递(元),元(信使),微信,行,电报,Instagram和TikTok预计将成为下一个增长动力,根据Gartner。
客户和业务之间的沟通不再是单向的,随着企业寻求增强体验在一个客户的所有接触点的旅程。这是驾驶的转变,从传统的沟通渠道,如短信和电子邮件等IP渠道WhatsApp,电报和推出,以及丰富的通信服务(RCS)。
“从去年4到5年,绝对是一个转移到IP通信渠道,尤其是在WhatsApp, RCS,电报和推出。因为Covid,整个加速度发生多重的因为人们采用数字平台。我认为实际上帮助整个行业增长更快比几年前预测,“创始人Rajdip Gupta说与集团的首席执行官路线移动。
“企业转向IP通讯渠道由于其方便,互动,和成本效益。谷歌和苹果之间的大战役使RCS之间的交叉连接,更新后的短信标准和iMessage也起到了扫兴。客户想要贯彻整个谈话在一个单一的渠道,和短信继续提供有限的交互性由于缺乏数据驱动,丰富的对话,”据Pankaj Gupta,创始人和首席执行官EnableX。
IP通道,如WhatsApp业务聊天机器人,允许集成,信息自动化、和其他高级用例。
这种转变也导致CPaaS供应商的新收入来源。例如,通过启用支付和预订服务传递渠道,CPaaS供应商可以通过交易费用产生收入。
传统与现代渠道:相关性的问题
IP通道等的出现WhatsApp业务不一定降低卷的短信发送企业客户,根据CPaaS供应商。
即使在今天,短信继续持有其堡由于其相关性在至关重要的行业,如金融和医疗保健,和发送时间关键型文本提示(如一次性密码(otp),机票预订确认,或产品交付状态。印度电信监管机构的监督(火车)进一步充当防范垃圾短信还未登记的电话销售和灌输相信短信通道。进一步,在印度的一个大型基地的功能手机用户只能访问基本的短信。
CPaaS供应商,而与ETTelecom共享数据,指出短信平台增加了多重的卷。乐动娱乐招聘
双曲正弦印度短信量激增了2 x过去三年;一年2500亿Sweden-headquartered供应商发送短信。路线移动指出,短信量从2021年的25 - 30美元在印度增加了超过400亿年的2022人。Infobip还估计SMS卷用于事务降价十亿。
全国UPI交易飙升也成为增长驱动卷作为银行发送短信提醒,甚至为一个事务,小如1。
“我认为有几个人相信WhatsApp将切成短信收入和它可能适用于市场,短信和WhatsApp定价具有可比性。因此,许多企业宁愿使用Whatsapp短信通道,”尼Singhal说,医学博士,双曲正弦印度。
“在印度,我有反向的观点。不仅仅是由于巨大的价格差SMS和WhatsApp,但如何将它们定位在市场…在这个节骨眼上,WhatsApp体积和短信体积是无与伦比的,”辛格尔补充道。
“已经增长了70%或80%,还是100% ?不。WhatsApp吃到短信的增长份额而不是基地”——客户服务主任Shankar艾耶说,印度,Infobip。“如果WhatsApp没有那么是的,短信可能会增加一倍或翻了三倍的增长,但它仍在增长。”
萨钦Bhatia,创始人和首席发展官Exotel说,短信仍在印度和其他新兴市场与用户相关功能手机仍在广泛使用。“然而,成本和减少数据上升的渗透低成本智能手机,短信可能最终失去其意义,”他补充道。
还有一个细微差别定价的短信和WhatsApp在印度的业务。短信通常在消息令牌基础上,成本变化取决于体积等因素和发送的消息类型。
相比之下,企业使用WhatsApp业务平台是为每个对话,其中包括所有消息交付在一个24小时的会议,根据元的网站的FAQ。
读也
印度电信公司的关注CPaaS
CPaaS市场也吸引了越来越多的印度电信公司,也在试水。
路线移动的古普塔说,整个CPaaS行业超过100亿美元,而application-to-person (A2P)市场超过160亿美元,而印度Singhal双曲正弦预计该行业在未来五年增长25%。
Airtel在2022年12月与Facebook-parent元平台公司,共同工作和投资地区CPaaS,开跑,和海底电缆系统。
旅馆有自己的CPaaS平台,称为Airtel智商,被Havells等公司,Delhivery, Swiggy、快车等。沃达丰的想法提供Vi云电话解决方案CPaaS使用率模式使企业自动化某些领导管理等业务流程。同样,在美国,美国电话电报公司(AT&T)一个API,电信市场已经看到了一些成功。
CPaaS厂商的高管表示,电信运营商在云通信工作的战略空间利用短信高卷等垂直行业和电子商务一样,交付和fintech食物。这些高管补充称,电信公司缺乏敏捷性和速度提供企业需要的创新。
CPaaS成功的电信公司也在全球范围内是有限的。”这不是一个成功的原因是短信总收入的份额会是一个非常小的票。业务会来。为什么争夺,5%或8%的利润,“质疑Infobip的艾耶,声称SMS电信的整体营收的贡献小于5%。
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.<\/span><\/figcaption><\/figure>NEW DELHI: A paradigm change is happening in India in the way customers interact with enterprises, businesses, and brands whose products and services they use.
Customers have started seeking personalised two-way communications with enterprises, businesses, or brands, a trend that has been accelerated during the Covid-19 years, according to Communications Platform-as-a-Service (CPaaS) vendors.
CPaaS is defined as a cloud-based platform that can enable a business to add a range of communication services and channels to enhance customer interaction by using application programming interfaces (APIs).
These APIs can include text messaging and SIP trunking, texting or communications via video and multimedia, WhatsApp<\/a>, Viber and Facebook; masking numbers and authentication; and Web Real-Time Communication (WebRTC)-based telephony, according to a TechFunnel article.
By using APIs, businesses can avoid deploying a complete solution with a predefined feature set and in turn achieve cost savings.
According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.
Enterprises are spending more on SMS. But WhatsApp<\/a>, CPaaS, video and email are the new growth engines. Apple Business Chat, Google Rich Business Messaging (RBM), Meta (Messenger), WeChat, Line, Telegram, Instagram and TikTok are expected to be the next growth drivers, as per Gartner.
<\/span><\/figcaption><\/figure>
Communication between a customer and a business is no longer one-way, as businesses seek to enhance the experience at all touch points of a customer journey. This is driving a shift from traditional channels of communication such as SMS and email to IP channels such as WhatsApp, Telegram and Viber, as well as to Rich Communication Services (RCS).
“From last four to five years, there is definitely a shift to the IP channel of communication, especially on WhatsApp, RCS, Telegram and Viber. Because of Covid, the whole acceleration happened multi-fold because people adopted digital platforms. I think that has actually helped the entire industry to grow much faster as compared to what was predicted a few years back,” said Rajdip Gupta, Founder & Group CEO of Route Mobile<\/a>.
“Enterprises are shifting towards IP messaging channels due to their convenience, interactivity, and cost-effectiveness. The big battle between Google and Apple on enabling cross connectivity between RCS, the updated SMS standard and iMessage has also played spoilsport. Customers want to carry through their entire conversation on a single channel, and SMS has continued to provide limited interactivity due to a lack of data-driven, rich conversations,” according to Pankaj Gupta, Founder & CEO of EnableX<\/a>.
IP channels, such as WhatsApp Business<\/a>, allow the integration of chatbots, messaging automation, and other advanced use cases.
This shift is also leading to new revenue streams for CPaaS vendors. For instance, by enabling payments and booking services within messaging channels, CPaaS vendors can generate revenue through transaction fees.
Traditional vs modern channels: The question of relevance
<\/strong>
The emergence of IP channels such as WhatsApp Business<\/a> may not necessarily dent the volumes of SMS being sent by businesses to their customers, according to the CPaaS vendors.
Even today, SMS continues to hold its fort due to its relevance in critical industries such as finance and healthcare, and for sending time-critical text alerts like one-time passwords (OTPs), ticket booking confirmations, or product delivery status. The oversight of the Telecom Regulatory Authority of India (Trai) further acts as a guard against SMS spam by unregistered telemarketers and also instills trust in SMS as a channel. Further, there is a large base of feature phone users in India who can only access basic text messages.
CPaaS vendors, while sharing data with ETTelecom, noted that SMS volumes on their platforms have increased multi-fold.
Sinch India<\/a> has seen SMS volumes surge by 2x over the past three years; the Sweden-headquartered vendor sends 250 billion SMS messages a year. Route Mobile<\/a> notes that SMS volumes in India have increased from 25-30 billion in 2021 to over 40 billion in 2022. Infobip<\/a> also estimates SMS volumes for transactional purposes to be at 40-45 billion.
The surging UPI transactions in the country have also emerged as a growth driver for SMS volumes as banks send text alerts, even for a transaction as small as Re 1.
“I think several people believe that WhatsApp will cut into SMS revenue and it might be true for markets where SMS and WhatsApp pricing are comparable. Hence, many enterprises would rather use Whatsapp than SMS channel,” said Nitin Singhal, MD, Sinch India<\/a>.
“For India, I have a contrarian view. It's not just because of the huge differential between the price of SMS and WhatsApp but how they're positioned in the market…At this juncture, the WhatsApp volume and SMS volume is incomparable,” Singhal added.
<\/span><\/figcaption><\/figure>“Has it grown by 70% or 80%, or 100%? No. WhatsApp is eating into the growth share of SMS and not the base,” said Shankar Iyer, Director – Customer Services, India, Infobip<\/a>. “If WhatsApp had not come then yes, SMS would have probably doubled or tripled in terms of growth, but it is still growing.”
Sachin Bhatia, co-Founder & Chief Growth Officer of Exotel<\/a> said that SMS remains relevant for users in India and other emerging markets where feature phones are still widely used. “However, with reductions in data costs and rising penetration of low-cost smartphones, SMS may eventually lose its significance,” he added.
There is also a slight difference in the pricing of SMS and WhatsApp Business in India. SMS messages are typically charged on a per-message basis, with the cost varying depending on factors like the volume and type of messages sent.
By contrast, businesses using the WhatsApp Business Platform are charged per conversation, which includes all messages delivered in a 24-hour session, as per a FAQ on Meta’s website.
Read also<\/h4><\/a><\/figure>Sinch aims to offer locally-developed capabilities in global markets from FY23: India MD<\/a><\/h5><\/div><\/a><\/figure>SaaS startup EnableX bets big on telco business to drive growth<\/a><\/h5><\/div><\/a><\/figure>From improved 5G-supported video conversations to hyper-personalisation, here are top CPaaS trends for 2023<\/a><\/h5><\/div><\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
<\/body>","next_sibling":[{"msid":100257967,"title":"EU backs Microsoft buying Call of Duty maker Activision Blizzard. But the $69B deal is still at risk","entity_type":"ARTICLE","link":"\/news\/enterprise-services\/eu-backs-microsoft-buying-call-of-duty-maker-activision-blizzard-but-the-69b-deal-is-still-at-risk\/100257967","category_name":null,"category_name_seo":"enterprise-services"}],"related_content":[],"msid":100264412,"entity_type":"ARTICLE","title":"In-depth: Will traditional channels survive as more Indians seek interactive communications with businesses?","synopsis":"According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.","titleseo":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses","status":"ACTIVE","authors":[{"author_name":"Ashutosh Kumar","author_link":"\/author\/479254781\/ashutosh-kumar","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479254781.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479254781,"author_name":"Ashutosh Kumar","author_seo_name":"ashutosh-kumar","designation":"Digital Content Producer","agency":false}}],"analytics":{"comments":0,"views":645,"shares":0,"engagementtimems":2802000},"Alttitle":{"minfo":""},"artag":"ETTelecom","artdate":"2023-05-16 08:34:01","lastupd":"2023-05-23 15:23:59","breadcrumbTags":["WhatsApp","WhatsApp Business","Prime","Route Mobile","Infobip","Sinch India","Exotel","ETTspecial","Bharti Airtel","EnableX"],"secinfo":{"seolocation":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses"}}" data-news_link="//www.iser-br.com/news/enterprise-services/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses/100264412">
<\/a><\/figure>SaaS startup EnableX bets big on telco business to drive growth<\/a><\/h5><\/div><\/a><\/figure>From improved 5G-supported video conversations to hyper-personalisation, here are top CPaaS trends for 2023<\/a><\/h5><\/div><\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
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深入:传统渠道生存更多的印度人会寻求与企业互动交流吗?
根据Gartner的一项研究在2022年,CPaaS市场强劲增长,在2021年的近40%,预测复合年增长率(CAGR)到2026年的30%。增长时,它发现,将推动企业扩大数字功能使用CPaaS客户参与和推动业务效率。
CPaaS市场也吸引了越来越多的印度电信公司,也在试水。Airtel在2022年12月与Facebook-parent元平台公司,共同工作和投资地区CPaaS,开跑,和海底电缆系统。
新德里:一种范式变化正在发生在印度客户与企业互动的方式,企业和品牌的产品和服务。
客户已经开始寻求与企业个性化的双向通讯,企业或品牌,这一趋势已经加速Covid-19年期间,根据通信平台即服务(CPaaS)供应商。
CPaaS被定义为一个基于云计算平台,可以使业务添加一系列通信服务和渠道来增强客户交互使用应用程序编程接口(api)。
这些api可以包括短信和SIP中继,发短信或者通过视频和多媒体通信,WhatsApp推出和Facebook;屏蔽数字和认证;和网络实时通信(WebRTC)的电话,根据TechFunnel文章。
通过使用api,企业可以避免部署一个完整的解决方案与一个预定义的功能集,进而实现成本节约。
根据Gartner的一项研究在2022年,CPaaS市场强劲增长,在2021年的近40%,预测复合年增长率(CAGR)到2026年的30%。增长时,它发现,将推动企业扩大数字功能使用CPaaS客户参与和推动业务效率。
企业花费更多的短信。但WhatsApp、CPaaS、视频和电子邮件是新的增长引擎。苹果的商业聊天,谷歌丰富业务消息传递(元),元(信使),微信,行,电报,Instagram和TikTok预计将成为下一个增长动力,根据Gartner。
客户和业务之间的沟通不再是单向的,随着企业寻求增强体验在一个客户的所有接触点的旅程。这是驾驶的转变,从传统的沟通渠道,如短信和电子邮件等IP渠道WhatsApp,电报和推出,以及丰富的通信服务(RCS)。
“从去年4到5年,绝对是一个转移到IP通信渠道,尤其是在WhatsApp, RCS,电报和推出。因为Covid,整个加速度发生多重的因为人们采用数字平台。我认为实际上帮助整个行业增长更快比几年前预测,“创始人Rajdip Gupta说与集团的首席执行官路线移动。
“企业转向IP通讯渠道由于其方便,互动,和成本效益。谷歌和苹果之间的大战役使RCS之间的交叉连接,更新后的短信标准和iMessage也起到了扫兴。客户想要贯彻整个谈话在一个单一的渠道,和短信继续提供有限的交互性由于缺乏数据驱动,丰富的对话,”据Pankaj Gupta,创始人和首席执行官EnableX。
IP通道,如WhatsApp业务聊天机器人,允许集成,信息自动化、和其他高级用例。
这种转变也导致CPaaS供应商的新收入来源。例如,通过启用支付和预订服务传递渠道,CPaaS供应商可以通过交易费用产生收入。
传统与现代渠道:相关性的问题
IP通道等的出现WhatsApp业务不一定降低卷的短信发送企业客户,根据CPaaS供应商。
即使在今天,短信继续持有其堡由于其相关性在至关重要的行业,如金融和医疗保健,和发送时间关键型文本提示(如一次性密码(otp),机票预订确认,或产品交付状态。印度电信监管机构的监督(火车)进一步充当防范垃圾短信还未登记的电话销售和灌输相信短信通道。进一步,在印度的一个大型基地的功能手机用户只能访问基本的短信。
CPaaS供应商,而与ETTelecom共享数据,指出短信平台增加了多重的卷。乐动娱乐招聘
双曲正弦印度短信量激增了2 x过去三年;一年2500亿Sweden-headquartered供应商发送短信。路线移动指出,短信量从2021年的25 - 30美元在印度增加了超过400亿年的2022人。Infobip还估计SMS卷用于事务降价十亿。
全国UPI交易飙升也成为增长驱动卷作为银行发送短信提醒,甚至为一个事务,小如1。
“我认为有几个人相信WhatsApp将切成短信收入和它可能适用于市场,短信和WhatsApp定价具有可比性。因此,许多企业宁愿使用Whatsapp短信通道,”尼Singhal说,医学博士,双曲正弦印度。
“在印度,我有反向的观点。不仅仅是由于巨大的价格差SMS和WhatsApp,但如何将它们定位在市场…在这个节骨眼上,WhatsApp体积和短信体积是无与伦比的,”辛格尔补充道。
“已经增长了70%或80%,还是100% ?不。WhatsApp吃到短信的增长份额而不是基地”——客户服务主任Shankar艾耶说,印度,Infobip。“如果WhatsApp没有那么是的,短信可能会增加一倍或翻了三倍的增长,但它仍在增长。”
萨钦Bhatia,创始人和首席发展官Exotel说,短信仍在印度和其他新兴市场与用户相关功能手机仍在广泛使用。“然而,成本和减少数据上升的渗透低成本智能手机,短信可能最终失去其意义,”他补充道。
还有一个细微差别定价的短信和WhatsApp在印度的业务。短信通常在消息令牌基础上,成本变化取决于体积等因素和发送的消息类型。
相比之下,企业使用WhatsApp业务平台是为每个对话,其中包括所有消息交付在一个24小时的会议,根据元的网站的FAQ。
读也
印度电信公司的关注CPaaS
CPaaS市场也吸引了越来越多的印度电信公司,也在试水。
路线移动的古普塔说,整个CPaaS行业超过100亿美元,而application-to-person (A2P)市场超过160亿美元,而印度Singhal双曲正弦预计该行业在未来五年增长25%。
Airtel在2022年12月与Facebook-parent元平台公司,共同工作和投资地区CPaaS,开跑,和海底电缆系统。
旅馆有自己的CPaaS平台,称为Airtel智商,被Havells等公司,Delhivery, Swiggy、快车等。沃达丰的想法提供Vi云电话解决方案CPaaS使用率模式使企业自动化某些领导管理等业务流程。同样,在美国,美国电话电报公司(AT&T)一个API,电信市场已经看到了一些成功。
CPaaS厂商的高管表示,电信运营商在云通信工作的战略空间利用短信高卷等垂直行业和电子商务一样,交付和fintech食物。这些高管补充称,电信公司缺乏敏捷性和速度提供企业需要的创新。
CPaaS成功的电信公司也在全球范围内是有限的。”这不是一个成功的原因是短信总收入的份额会是一个非常小的票。业务会来。为什么争夺,5%或8%的利润,“质疑Infobip的艾耶,声称SMS电信的整体营收的贡献小于5%。
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.<\/span><\/figcaption><\/figure>NEW DELHI: A paradigm change is happening in India in the way customers interact with enterprises, businesses, and brands whose products and services they use.
Customers have started seeking personalised two-way communications with enterprises, businesses, or brands, a trend that has been accelerated during the Covid-19 years, according to Communications Platform-as-a-Service (CPaaS) vendors.
CPaaS is defined as a cloud-based platform that can enable a business to add a range of communication services and channels to enhance customer interaction by using application programming interfaces (APIs).
These APIs can include text messaging and SIP trunking, texting or communications via video and multimedia, WhatsApp<\/a>, Viber and Facebook; masking numbers and authentication; and Web Real-Time Communication (WebRTC)-based telephony, according to a TechFunnel article.
By using APIs, businesses can avoid deploying a complete solution with a predefined feature set and in turn achieve cost savings.
According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.
Enterprises are spending more on SMS. But WhatsApp<\/a>, CPaaS, video and email are the new growth engines. Apple Business Chat, Google Rich Business Messaging (RBM), Meta (Messenger), WeChat, Line, Telegram, Instagram and TikTok are expected to be the next growth drivers, as per Gartner.
<\/span><\/figcaption><\/figure>
Communication between a customer and a business is no longer one-way, as businesses seek to enhance the experience at all touch points of a customer journey. This is driving a shift from traditional channels of communication such as SMS and email to IP channels such as WhatsApp, Telegram and Viber, as well as to Rich Communication Services (RCS).
“From last four to five years, there is definitely a shift to the IP channel of communication, especially on WhatsApp, RCS, Telegram and Viber. Because of Covid, the whole acceleration happened multi-fold because people adopted digital platforms. I think that has actually helped the entire industry to grow much faster as compared to what was predicted a few years back,” said Rajdip Gupta, Founder & Group CEO of Route Mobile<\/a>.
“Enterprises are shifting towards IP messaging channels due to their convenience, interactivity, and cost-effectiveness. The big battle between Google and Apple on enabling cross connectivity between RCS, the updated SMS standard and iMessage has also played spoilsport. Customers want to carry through their entire conversation on a single channel, and SMS has continued to provide limited interactivity due to a lack of data-driven, rich conversations,” according to Pankaj Gupta, Founder & CEO of EnableX<\/a>.
IP channels, such as WhatsApp Business<\/a>, allow the integration of chatbots, messaging automation, and other advanced use cases.
This shift is also leading to new revenue streams for CPaaS vendors. For instance, by enabling payments and booking services within messaging channels, CPaaS vendors can generate revenue through transaction fees.
Traditional vs modern channels: The question of relevance
<\/strong>
The emergence of IP channels such as WhatsApp Business<\/a> may not necessarily dent the volumes of SMS being sent by businesses to their customers, according to the CPaaS vendors.
Even today, SMS continues to hold its fort due to its relevance in critical industries such as finance and healthcare, and for sending time-critical text alerts like one-time passwords (OTPs), ticket booking confirmations, or product delivery status. The oversight of the Telecom Regulatory Authority of India (Trai) further acts as a guard against SMS spam by unregistered telemarketers and also instills trust in SMS as a channel. Further, there is a large base of feature phone users in India who can only access basic text messages.
CPaaS vendors, while sharing data with ETTelecom, noted that SMS volumes on their platforms have increased multi-fold.
Sinch India<\/a> has seen SMS volumes surge by 2x over the past three years; the Sweden-headquartered vendor sends 250 billion SMS messages a year. Route Mobile<\/a> notes that SMS volumes in India have increased from 25-30 billion in 2021 to over 40 billion in 2022. Infobip<\/a> also estimates SMS volumes for transactional purposes to be at 40-45 billion.
The surging UPI transactions in the country have also emerged as a growth driver for SMS volumes as banks send text alerts, even for a transaction as small as Re 1.
“I think several people believe that WhatsApp will cut into SMS revenue and it might be true for markets where SMS and WhatsApp pricing are comparable. Hence, many enterprises would rather use Whatsapp than SMS channel,” said Nitin Singhal, MD, Sinch India<\/a>.
“For India, I have a contrarian view. It's not just because of the huge differential between the price of SMS and WhatsApp but how they're positioned in the market…At this juncture, the WhatsApp volume and SMS volume is incomparable,” Singhal added.
<\/span><\/figcaption><\/figure>“Has it grown by 70% or 80%, or 100%? No. WhatsApp is eating into the growth share of SMS and not the base,” said Shankar Iyer, Director – Customer Services, India, Infobip<\/a>. “If WhatsApp had not come then yes, SMS would have probably doubled or tripled in terms of growth, but it is still growing.”
Sachin Bhatia, co-Founder & Chief Growth Officer of Exotel<\/a> said that SMS remains relevant for users in India and other emerging markets where feature phones are still widely used. “However, with reductions in data costs and rising penetration of low-cost smartphones, SMS may eventually lose its significance,” he added.
There is also a slight difference in the pricing of SMS and WhatsApp Business in India. SMS messages are typically charged on a per-message basis, with the cost varying depending on factors like the volume and type of messages sent.
By contrast, businesses using the WhatsApp Business Platform are charged per conversation, which includes all messages delivered in a 24-hour session, as per a FAQ on Meta’s website.
Read also<\/h4><\/a><\/figure>Sinch aims to offer locally-developed capabilities in global markets from FY23: India MD<\/a><\/h5><\/div><\/a><\/figure>SaaS startup EnableX bets big on telco business to drive growth<\/a><\/h5><\/div><\/a><\/figure>From improved 5G-supported video conversations to hyper-personalisation, here are top CPaaS trends for 2023<\/a><\/h5><\/div><\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
<\/body>","next_sibling":[{"msid":100257967,"title":"EU backs Microsoft buying Call of Duty maker Activision Blizzard. But the $69B deal is still at risk","entity_type":"ARTICLE","link":"\/news\/enterprise-services\/eu-backs-microsoft-buying-call-of-duty-maker-activision-blizzard-but-the-69b-deal-is-still-at-risk\/100257967","category_name":null,"category_name_seo":"enterprise-services"}],"related_content":[],"msid":100264412,"entity_type":"ARTICLE","title":"In-depth: Will traditional channels survive as more Indians seek interactive communications with businesses?","synopsis":"According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.","titleseo":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses","status":"ACTIVE","authors":[{"author_name":"Ashutosh Kumar","author_link":"\/author\/479254781\/ashutosh-kumar","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479254781.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479254781,"author_name":"Ashutosh Kumar","author_seo_name":"ashutosh-kumar","designation":"Digital Content Producer","agency":false}}],"analytics":{"comments":0,"views":645,"shares":0,"engagementtimems":2802000},"Alttitle":{"minfo":""},"artag":"ETTelecom","artdate":"2023-05-16 08:34:01","lastupd":"2023-05-23 15:23:59","breadcrumbTags":["WhatsApp","WhatsApp Business","Prime","Route Mobile","Infobip","Sinch India","Exotel","ETTspecial","Bharti Airtel","EnableX"],"secinfo":{"seolocation":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses"}}" data-news_link="//www.iser-br.com/news/enterprise-services/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses/100264412">
<\/a><\/figure>From improved 5G-supported video conversations to hyper-personalisation, here are top CPaaS trends for 2023<\/a><\/h5><\/div><\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
<\/body>","next_sibling":[{"msid":100257967,"title":"EU backs Microsoft buying Call of Duty maker Activision Blizzard. But the $69B deal is still at risk","entity_type":"ARTICLE","link":"\/news\/enterprise-services\/eu-backs-microsoft-buying-call-of-duty-maker-activision-blizzard-but-the-69b-deal-is-still-at-risk\/100257967","category_name":null,"category_name_seo":"enterprise-services"}],"related_content":[],"msid":100264412,"entity_type":"ARTICLE","title":"In-depth: Will traditional channels survive as more Indians seek interactive communications with businesses?","synopsis":"According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.","titleseo":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses","status":"ACTIVE","authors":[{"author_name":"Ashutosh Kumar","author_link":"\/author\/479254781\/ashutosh-kumar","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479254781.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479254781,"author_name":"Ashutosh Kumar","author_seo_name":"ashutosh-kumar","designation":"Digital Content Producer","agency":false}}],"analytics":{"comments":0,"views":645,"shares":0,"engagementtimems":2802000},"Alttitle":{"minfo":""},"artag":"ETTelecom","artdate":"2023-05-16 08:34:01","lastupd":"2023-05-23 15:23:59","breadcrumbTags":["WhatsApp","WhatsApp Business","Prime","Route Mobile","Infobip","Sinch India","Exotel","ETTspecial","Bharti Airtel","EnableX"],"secinfo":{"seolocation":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses"}}" data-authors="[" ashutosh kumar"]" data-category-name="Enterprise Services" data-category_id="915" data-date="2023-05-16" data-index="article_1">
深入:传统渠道生存更多的印度人会寻求与企业互动交流吗?
根据Gartner的一项研究在2022年,CPaaS市场强劲增长,在2021年的近40%,预测复合年增长率(CAGR)到2026年的30%。增长时,它发现,将推动企业扩大数字功能使用CPaaS客户参与和推动业务效率。
CPaaS市场也吸引了越来越多的印度电信公司,也在试水。Airtel在2022年12月与Facebook-parent元平台公司,共同工作和投资地区CPaaS,开跑,和海底电缆系统。
新德里:一种范式变化正在发生在印度客户与企业互动的方式,企业和品牌的产品和服务。
客户已经开始寻求与企业个性化的双向通讯,企业或品牌,这一趋势已经加速Covid-19年期间,根据通信平台即服务(CPaaS)供应商。
CPaaS被定义为一个基于云计算平台,可以使业务添加一系列通信服务和渠道来增强客户交互使用应用程序编程接口(api)。
这些api可以包括短信和SIP中继,发短信或者通过视频和多媒体通信,WhatsApp推出和Facebook;屏蔽数字和认证;和网络实时通信(WebRTC)的电话,根据TechFunnel文章。
通过使用api,企业可以避免部署一个完整的解决方案与一个预定义的功能集,进而实现成本节约。
根据Gartner的一项研究在2022年,CPaaS市场强劲增长,在2021年的近40%,预测复合年增长率(CAGR)到2026年的30%。增长时,它发现,将推动企业扩大数字功能使用CPaaS客户参与和推动业务效率。
企业花费更多的短信。但WhatsApp、CPaaS、视频和电子邮件是新的增长引擎。苹果的商业聊天,谷歌丰富业务消息传递(元),元(信使),微信,行,电报,Instagram和TikTok预计将成为下一个增长动力,根据Gartner。
客户和业务之间的沟通不再是单向的,随着企业寻求增强体验在一个客户的所有接触点的旅程。这是驾驶的转变,从传统的沟通渠道,如短信和电子邮件等IP渠道WhatsApp,电报和推出,以及丰富的通信服务(RCS)。
“从去年4到5年,绝对是一个转移到IP通信渠道,尤其是在WhatsApp, RCS,电报和推出。因为Covid,整个加速度发生多重的因为人们采用数字平台。我认为实际上帮助整个行业增长更快比几年前预测,“创始人Rajdip Gupta说与集团的首席执行官路线移动。
“企业转向IP通讯渠道由于其方便,互动,和成本效益。谷歌和苹果之间的大战役使RCS之间的交叉连接,更新后的短信标准和iMessage也起到了扫兴。客户想要贯彻整个谈话在一个单一的渠道,和短信继续提供有限的交互性由于缺乏数据驱动,丰富的对话,”据Pankaj Gupta,创始人和首席执行官EnableX。
IP通道,如WhatsApp业务聊天机器人,允许集成,信息自动化、和其他高级用例。
这种转变也导致CPaaS供应商的新收入来源。例如,通过启用支付和预订服务传递渠道,CPaaS供应商可以通过交易费用产生收入。
传统与现代渠道:相关性的问题
IP通道等的出现WhatsApp业务不一定降低卷的短信发送企业客户,根据CPaaS供应商。
即使在今天,短信继续持有其堡由于其相关性在至关重要的行业,如金融和医疗保健,和发送时间关键型文本提示(如一次性密码(otp),机票预订确认,或产品交付状态。印度电信监管机构的监督(火车)进一步充当防范垃圾短信还未登记的电话销售和灌输相信短信通道。进一步,在印度的一个大型基地的功能手机用户只能访问基本的短信。
CPaaS供应商,而与ETTelecom共享数据,指出短信平台增加了多重的卷。乐动娱乐招聘
双曲正弦印度短信量激增了2 x过去三年;一年2500亿Sweden-headquartered供应商发送短信。路线移动指出,短信量从2021年的25 - 30美元在印度增加了超过400亿年的2022人。Infobip还估计SMS卷用于事务降价十亿。
全国UPI交易飙升也成为增长驱动卷作为银行发送短信提醒,甚至为一个事务,小如1。
“我认为有几个人相信WhatsApp将切成短信收入和它可能适用于市场,短信和WhatsApp定价具有可比性。因此,许多企业宁愿使用Whatsapp短信通道,”尼Singhal说,医学博士,双曲正弦印度。
“在印度,我有反向的观点。不仅仅是由于巨大的价格差SMS和WhatsApp,但如何将它们定位在市场…在这个节骨眼上,WhatsApp体积和短信体积是无与伦比的,”辛格尔补充道。
“已经增长了70%或80%,还是100% ?不。WhatsApp吃到短信的增长份额而不是基地”——客户服务主任Shankar艾耶说,印度,Infobip。“如果WhatsApp没有那么是的,短信可能会增加一倍或翻了三倍的增长,但它仍在增长。”
萨钦Bhatia,创始人和首席发展官Exotel说,短信仍在印度和其他新兴市场与用户相关功能手机仍在广泛使用。“然而,成本和减少数据上升的渗透低成本智能手机,短信可能最终失去其意义,”他补充道。
还有一个细微差别定价的短信和WhatsApp在印度的业务。短信通常在消息令牌基础上,成本变化取决于体积等因素和发送的消息类型。
相比之下,企业使用WhatsApp业务平台是为每个对话,其中包括所有消息交付在一个24小时的会议,根据元的网站的FAQ。
读也
印度电信公司的关注CPaaS
CPaaS市场也吸引了越来越多的印度电信公司,也在试水。
路线移动的古普塔说,整个CPaaS行业超过100亿美元,而application-to-person (A2P)市场超过160亿美元,而印度Singhal双曲正弦预计该行业在未来五年增长25%。
Airtel在2022年12月与Facebook-parent元平台公司,共同工作和投资地区CPaaS,开跑,和海底电缆系统。
旅馆有自己的CPaaS平台,称为Airtel智商,被Havells等公司,Delhivery, Swiggy、快车等。沃达丰的想法提供Vi云电话解决方案CPaaS使用率模式使企业自动化某些领导管理等业务流程。同样,在美国,美国电话电报公司(AT&T)一个API,电信市场已经看到了一些成功。
CPaaS厂商的高管表示,电信运营商在云通信工作的战略空间利用短信高卷等垂直行业和电子商务一样,交付和fintech食物。这些高管补充称,电信公司缺乏敏捷性和速度提供企业需要的创新。
CPaaS成功的电信公司也在全球范围内是有限的。”这不是一个成功的原因是短信总收入的份额会是一个非常小的票。业务会来。为什么争夺,5%或8%的利润,“质疑Infobip的艾耶,声称SMS电信的整体营收的贡献小于5%。
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.<\/span><\/figcaption><\/figure>NEW DELHI: A paradigm change is happening in India in the way customers interact with enterprises, businesses, and brands whose products and services they use.
Customers have started seeking personalised two-way communications with enterprises, businesses, or brands, a trend that has been accelerated during the Covid-19 years, according to Communications Platform-as-a-Service (CPaaS) vendors.
CPaaS is defined as a cloud-based platform that can enable a business to add a range of communication services and channels to enhance customer interaction by using application programming interfaces (APIs).
These APIs can include text messaging and SIP trunking, texting or communications via video and multimedia, WhatsApp<\/a>, Viber and Facebook; masking numbers and authentication; and Web Real-Time Communication (WebRTC)-based telephony, according to a TechFunnel article.
By using APIs, businesses can avoid deploying a complete solution with a predefined feature set and in turn achieve cost savings.
According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.
Enterprises are spending more on SMS. But WhatsApp<\/a>, CPaaS, video and email are the new growth engines. Apple Business Chat, Google Rich Business Messaging (RBM), Meta (Messenger), WeChat, Line, Telegram, Instagram and TikTok are expected to be the next growth drivers, as per Gartner.
<\/span><\/figcaption><\/figure>
Communication between a customer and a business is no longer one-way, as businesses seek to enhance the experience at all touch points of a customer journey. This is driving a shift from traditional channels of communication such as SMS and email to IP channels such as WhatsApp, Telegram and Viber, as well as to Rich Communication Services (RCS).
“From last four to five years, there is definitely a shift to the IP channel of communication, especially on WhatsApp, RCS, Telegram and Viber. Because of Covid, the whole acceleration happened multi-fold because people adopted digital platforms. I think that has actually helped the entire industry to grow much faster as compared to what was predicted a few years back,” said Rajdip Gupta, Founder & Group CEO of Route Mobile<\/a>.
“Enterprises are shifting towards IP messaging channels due to their convenience, interactivity, and cost-effectiveness. The big battle between Google and Apple on enabling cross connectivity between RCS, the updated SMS standard and iMessage has also played spoilsport. Customers want to carry through their entire conversation on a single channel, and SMS has continued to provide limited interactivity due to a lack of data-driven, rich conversations,” according to Pankaj Gupta, Founder & CEO of EnableX<\/a>.
IP channels, such as WhatsApp Business<\/a>, allow the integration of chatbots, messaging automation, and other advanced use cases.
This shift is also leading to new revenue streams for CPaaS vendors. For instance, by enabling payments and booking services within messaging channels, CPaaS vendors can generate revenue through transaction fees.
Traditional vs modern channels: The question of relevance
<\/strong>
The emergence of IP channels such as WhatsApp Business<\/a> may not necessarily dent the volumes of SMS being sent by businesses to their customers, according to the CPaaS vendors.
Even today, SMS continues to hold its fort due to its relevance in critical industries such as finance and healthcare, and for sending time-critical text alerts like one-time passwords (OTPs), ticket booking confirmations, or product delivery status. The oversight of the Telecom Regulatory Authority of India (Trai) further acts as a guard against SMS spam by unregistered telemarketers and also instills trust in SMS as a channel. Further, there is a large base of feature phone users in India who can only access basic text messages.
CPaaS vendors, while sharing data with ETTelecom, noted that SMS volumes on their platforms have increased multi-fold.
Sinch India<\/a> has seen SMS volumes surge by 2x over the past three years; the Sweden-headquartered vendor sends 250 billion SMS messages a year. Route Mobile<\/a> notes that SMS volumes in India have increased from 25-30 billion in 2021 to over 40 billion in 2022. Infobip<\/a> also estimates SMS volumes for transactional purposes to be at 40-45 billion.
The surging UPI transactions in the country have also emerged as a growth driver for SMS volumes as banks send text alerts, even for a transaction as small as Re 1.
“I think several people believe that WhatsApp will cut into SMS revenue and it might be true for markets where SMS and WhatsApp pricing are comparable. Hence, many enterprises would rather use Whatsapp than SMS channel,” said Nitin Singhal, MD, Sinch India<\/a>.
“For India, I have a contrarian view. It's not just because of the huge differential between the price of SMS and WhatsApp but how they're positioned in the market…At this juncture, the WhatsApp volume and SMS volume is incomparable,” Singhal added.
<\/span><\/figcaption><\/figure>“Has it grown by 70% or 80%, or 100%? No. WhatsApp is eating into the growth share of SMS and not the base,” said Shankar Iyer, Director – Customer Services, India, Infobip<\/a>. “If WhatsApp had not come then yes, SMS would have probably doubled or tripled in terms of growth, but it is still growing.”
Sachin Bhatia, co-Founder & Chief Growth Officer of Exotel<\/a> said that SMS remains relevant for users in India and other emerging markets where feature phones are still widely used. “However, with reductions in data costs and rising penetration of low-cost smartphones, SMS may eventually lose its significance,” he added.
There is also a slight difference in the pricing of SMS and WhatsApp Business in India. SMS messages are typically charged on a per-message basis, with the cost varying depending on factors like the volume and type of messages sent.
By contrast, businesses using the WhatsApp Business Platform are charged per conversation, which includes all messages delivered in a 24-hour session, as per a FAQ on Meta’s website.
Read also<\/h4><\/a><\/figure>Sinch aims to offer locally-developed capabilities in global markets from FY23: India MD<\/a><\/h5><\/div><\/a><\/figure>SaaS startup EnableX bets big on telco business to drive growth<\/a><\/h5><\/div><\/a><\/figure>From improved 5G-supported video conversations to hyper-personalisation, here are top CPaaS trends for 2023<\/a><\/h5><\/div><\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
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<\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
<\/body>","next_sibling":[{"msid":100257967,"title":"EU backs Microsoft buying Call of Duty maker Activision Blizzard. But the $69B deal is still at risk","entity_type":"ARTICLE","link":"\/news\/enterprise-services\/eu-backs-microsoft-buying-call-of-duty-maker-activision-blizzard-but-the-69b-deal-is-still-at-risk\/100257967","category_name":null,"category_name_seo":"enterprise-services"}],"related_content":[],"msid":100264412,"entity_type":"ARTICLE","title":"In-depth: Will traditional channels survive as more Indians seek interactive communications with businesses?","synopsis":"According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.","titleseo":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses","status":"ACTIVE","authors":[{"author_name":"Ashutosh Kumar","author_link":"\/author\/479254781\/ashutosh-kumar","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479254781.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479254781,"author_name":"Ashutosh Kumar","author_seo_name":"ashutosh-kumar","designation":"Digital Content Producer","agency":false}}],"analytics":{"comments":0,"views":645,"shares":0,"engagementtimems":2802000},"Alttitle":{"minfo":""},"artag":"ETTelecom","artdate":"2023-05-16 08:34:01","lastupd":"2023-05-23 15:23:59","breadcrumbTags":["WhatsApp","WhatsApp Business","Prime","Route Mobile","Infobip","Sinch India","Exotel","ETTspecial","Bharti Airtel","EnableX"],"secinfo":{"seolocation":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses"}}" data-authors="[" ashutosh kumar"]" data-category-name="Enterprise Services" data-category_id="915" data-date="2023-05-16" data-index="article_1">
深入:传统渠道生存更多的印度人会寻求与企业互动交流吗?
根据Gartner的一项研究在2022年,CPaaS市场强劲增长,在2021年的近40%,预测复合年增长率(CAGR)到2026年的30%。增长时,它发现,将推动企业扩大数字功能使用CPaaS客户参与和推动业务效率。
CPaaS市场也吸引了越来越多的印度电信公司,也在试水。Airtel在2022年12月与Facebook-parent元平台公司,共同工作和投资地区CPaaS,开跑,和海底电缆系统。
新德里:一种范式变化正在发生在印度客户与企业互动的方式,企业和品牌的产品和服务。
客户已经开始寻求与企业个性化的双向通讯,企业或品牌,这一趋势已经加速Covid-19年期间,根据通信平台即服务(CPaaS)供应商。
CPaaS被定义为一个基于云计算平台,可以使业务添加一系列通信服务和渠道来增强客户交互使用应用程序编程接口(api)。
这些api可以包括短信和SIP中继,发短信或者通过视频和多媒体通信,WhatsApp推出和Facebook;屏蔽数字和认证;和网络实时通信(WebRTC)的电话,根据TechFunnel文章。
通过使用api,企业可以避免部署一个完整的解决方案与一个预定义的功能集,进而实现成本节约。
根据Gartner的一项研究在2022年,CPaaS市场强劲增长,在2021年的近40%,预测复合年增长率(CAGR)到2026年的30%。增长时,它发现,将推动企业扩大数字功能使用CPaaS客户参与和推动业务效率。
企业花费更多的短信。但WhatsApp、CPaaS、视频和电子邮件是新的增长引擎。苹果的商业聊天,谷歌丰富业务消息传递(元),元(信使),微信,行,电报,Instagram和TikTok预计将成为下一个增长动力,根据Gartner。
客户和业务之间的沟通不再是单向的,随着企业寻求增强体验在一个客户的所有接触点的旅程。这是驾驶的转变,从传统的沟通渠道,如短信和电子邮件等IP渠道WhatsApp,电报和推出,以及丰富的通信服务(RCS)。
“从去年4到5年,绝对是一个转移到IP通信渠道,尤其是在WhatsApp, RCS,电报和推出。因为Covid,整个加速度发生多重的因为人们采用数字平台。我认为实际上帮助整个行业增长更快比几年前预测,“创始人Rajdip Gupta说与集团的首席执行官路线移动。
“企业转向IP通讯渠道由于其方便,互动,和成本效益。谷歌和苹果之间的大战役使RCS之间的交叉连接,更新后的短信标准和iMessage也起到了扫兴。客户想要贯彻整个谈话在一个单一的渠道,和短信继续提供有限的交互性由于缺乏数据驱动,丰富的对话,”据Pankaj Gupta,创始人和首席执行官EnableX。
IP通道,如WhatsApp业务聊天机器人,允许集成,信息自动化、和其他高级用例。
这种转变也导致CPaaS供应商的新收入来源。例如,通过启用支付和预订服务传递渠道,CPaaS供应商可以通过交易费用产生收入。
传统与现代渠道:相关性的问题
IP通道等的出现WhatsApp业务不一定降低卷的短信发送企业客户,根据CPaaS供应商。
即使在今天,短信继续持有其堡由于其相关性在至关重要的行业,如金融和医疗保健,和发送时间关键型文本提示(如一次性密码(otp),机票预订确认,或产品交付状态。印度电信监管机构的监督(火车)进一步充当防范垃圾短信还未登记的电话销售和灌输相信短信通道。进一步,在印度的一个大型基地的功能手机用户只能访问基本的短信。
CPaaS供应商,而与ETTelecom共享数据,指出短信平台增加了多重的卷。乐动娱乐招聘
双曲正弦印度短信量激增了2 x过去三年;一年2500亿Sweden-headquartered供应商发送短信。路线移动指出,短信量从2021年的25 - 30美元在印度增加了超过400亿年的2022人。Infobip还估计SMS卷用于事务降价十亿。
全国UPI交易飙升也成为增长驱动卷作为银行发送短信提醒,甚至为一个事务,小如1。
“我认为有几个人相信WhatsApp将切成短信收入和它可能适用于市场,短信和WhatsApp定价具有可比性。因此,许多企业宁愿使用Whatsapp短信通道,”尼Singhal说,医学博士,双曲正弦印度。
“在印度,我有反向的观点。不仅仅是由于巨大的价格差SMS和WhatsApp,但如何将它们定位在市场…在这个节骨眼上,WhatsApp体积和短信体积是无与伦比的,”辛格尔补充道。
“已经增长了70%或80%,还是100% ?不。WhatsApp吃到短信的增长份额而不是基地”——客户服务主任Shankar艾耶说,印度,Infobip。“如果WhatsApp没有那么是的,短信可能会增加一倍或翻了三倍的增长,但它仍在增长。”
萨钦Bhatia,创始人和首席发展官Exotel说,短信仍在印度和其他新兴市场与用户相关功能手机仍在广泛使用。“然而,成本和减少数据上升的渗透低成本智能手机,短信可能最终失去其意义,”他补充道。
还有一个细微差别定价的短信和WhatsApp在印度的业务。短信通常在消息令牌基础上,成本变化取决于体积等因素和发送的消息类型。
相比之下,企业使用WhatsApp业务平台是为每个对话,其中包括所有消息交付在一个24小时的会议,根据元的网站的FAQ。
读也
印度电信公司的关注CPaaS
CPaaS市场也吸引了越来越多的印度电信公司,也在试水。
路线移动的古普塔说,整个CPaaS行业超过100亿美元,而application-to-person (A2P)市场超过160亿美元,而印度Singhal双曲正弦预计该行业在未来五年增长25%。
Airtel在2022年12月与Facebook-parent元平台公司,共同工作和投资地区CPaaS,开跑,和海底电缆系统。
旅馆有自己的CPaaS平台,称为Airtel智商,被Havells等公司,Delhivery, Swiggy、快车等。沃达丰的想法提供Vi云电话解决方案CPaaS使用率模式使企业自动化某些领导管理等业务流程。同样,在美国,美国电话电报公司(AT&T)一个API,电信市场已经看到了一些成功。
CPaaS厂商的高管表示,电信运营商在云通信工作的战略空间利用短信高卷等垂直行业和电子商务一样,交付和fintech食物。这些高管补充称,电信公司缺乏敏捷性和速度提供企业需要的创新。
CPaaS成功的电信公司也在全球范围内是有限的。”这不是一个成功的原因是短信总收入的份额会是一个非常小的票。业务会来。为什么争夺,5%或8%的利润,“质疑Infobip的艾耶,声称SMS电信的整体营收的贡献小于5%。
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.<\/span><\/figcaption><\/figure>NEW DELHI: A paradigm change is happening in India in the way customers interact with enterprises, businesses, and brands whose products and services they use.
Customers have started seeking personalised two-way communications with enterprises, businesses, or brands, a trend that has been accelerated during the Covid-19 years, according to Communications Platform-as-a-Service (CPaaS) vendors.
CPaaS is defined as a cloud-based platform that can enable a business to add a range of communication services and channels to enhance customer interaction by using application programming interfaces (APIs).
These APIs can include text messaging and SIP trunking, texting or communications via video and multimedia, WhatsApp<\/a>, Viber and Facebook; masking numbers and authentication; and Web Real-Time Communication (WebRTC)-based telephony, according to a TechFunnel article.
By using APIs, businesses can avoid deploying a complete solution with a predefined feature set and in turn achieve cost savings.
According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.
Enterprises are spending more on SMS. But WhatsApp<\/a>, CPaaS, video and email are the new growth engines. Apple Business Chat, Google Rich Business Messaging (RBM), Meta (Messenger), WeChat, Line, Telegram, Instagram and TikTok are expected to be the next growth drivers, as per Gartner.
<\/span><\/figcaption><\/figure>
Communication between a customer and a business is no longer one-way, as businesses seek to enhance the experience at all touch points of a customer journey. This is driving a shift from traditional channels of communication such as SMS and email to IP channels such as WhatsApp, Telegram and Viber, as well as to Rich Communication Services (RCS).
“From last four to five years, there is definitely a shift to the IP channel of communication, especially on WhatsApp, RCS, Telegram and Viber. Because of Covid, the whole acceleration happened multi-fold because people adopted digital platforms. I think that has actually helped the entire industry to grow much faster as compared to what was predicted a few years back,” said Rajdip Gupta, Founder & Group CEO of Route Mobile<\/a>.
“Enterprises are shifting towards IP messaging channels due to their convenience, interactivity, and cost-effectiveness. The big battle between Google and Apple on enabling cross connectivity between RCS, the updated SMS standard and iMessage has also played spoilsport. Customers want to carry through their entire conversation on a single channel, and SMS has continued to provide limited interactivity due to a lack of data-driven, rich conversations,” according to Pankaj Gupta, Founder & CEO of EnableX<\/a>.
IP channels, such as WhatsApp Business<\/a>, allow the integration of chatbots, messaging automation, and other advanced use cases.
This shift is also leading to new revenue streams for CPaaS vendors. For instance, by enabling payments and booking services within messaging channels, CPaaS vendors can generate revenue through transaction fees.
Traditional vs modern channels: The question of relevance
<\/strong>
The emergence of IP channels such as WhatsApp Business<\/a> may not necessarily dent the volumes of SMS being sent by businesses to their customers, according to the CPaaS vendors.
Even today, SMS continues to hold its fort due to its relevance in critical industries such as finance and healthcare, and for sending time-critical text alerts like one-time passwords (OTPs), ticket booking confirmations, or product delivery status. The oversight of the Telecom Regulatory Authority of India (Trai) further acts as a guard against SMS spam by unregistered telemarketers and also instills trust in SMS as a channel. Further, there is a large base of feature phone users in India who can only access basic text messages.
CPaaS vendors, while sharing data with ETTelecom, noted that SMS volumes on their platforms have increased multi-fold.
Sinch India<\/a> has seen SMS volumes surge by 2x over the past three years; the Sweden-headquartered vendor sends 250 billion SMS messages a year. Route Mobile<\/a> notes that SMS volumes in India have increased from 25-30 billion in 2021 to over 40 billion in 2022. Infobip<\/a> also estimates SMS volumes for transactional purposes to be at 40-45 billion.
The surging UPI transactions in the country have also emerged as a growth driver for SMS volumes as banks send text alerts, even for a transaction as small as Re 1.
“I think several people believe that WhatsApp will cut into SMS revenue and it might be true for markets where SMS and WhatsApp pricing are comparable. Hence, many enterprises would rather use Whatsapp than SMS channel,” said Nitin Singhal, MD, Sinch India<\/a>.
“For India, I have a contrarian view. It's not just because of the huge differential between the price of SMS and WhatsApp but how they're positioned in the market…At this juncture, the WhatsApp volume and SMS volume is incomparable,” Singhal added.
<\/span><\/figcaption><\/figure>“Has it grown by 70% or 80%, or 100%? No. WhatsApp is eating into the growth share of SMS and not the base,” said Shankar Iyer, Director – Customer Services, India, Infobip<\/a>. “If WhatsApp had not come then yes, SMS would have probably doubled or tripled in terms of growth, but it is still growing.”
Sachin Bhatia, co-Founder & Chief Growth Officer of Exotel<\/a> said that SMS remains relevant for users in India and other emerging markets where feature phones are still widely used. “However, with reductions in data costs and rising penetration of low-cost smartphones, SMS may eventually lose its significance,” he added.
There is also a slight difference in the pricing of SMS and WhatsApp Business in India. SMS messages are typically charged on a per-message basis, with the cost varying depending on factors like the volume and type of messages sent.
By contrast, businesses using the WhatsApp Business Platform are charged per conversation, which includes all messages delivered in a 24-hour session, as per a FAQ on Meta’s website.
Read also<\/h4><\/a><\/figure>Sinch aims to offer locally-developed capabilities in global markets from FY23: India MD<\/a><\/h5><\/div><\/a><\/figure>SaaS startup EnableX bets big on telco business to drive growth<\/a><\/h5><\/div><\/a><\/figure>From improved 5G-supported video conversations to hyper-personalisation, here are top CPaaS trends for 2023<\/a><\/h5><\/div><\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
<\/body>","next_sibling":[{"msid":100257967,"title":"EU backs Microsoft buying Call of Duty maker Activision Blizzard. But the $69B deal is still at risk","entity_type":"ARTICLE","link":"\/news\/enterprise-services\/eu-backs-microsoft-buying-call-of-duty-maker-activision-blizzard-but-the-69b-deal-is-still-at-risk\/100257967","category_name":null,"category_name_seo":"enterprise-services"}],"related_content":[],"msid":100264412,"entity_type":"ARTICLE","title":"In-depth: Will traditional channels survive as more Indians seek interactive communications with businesses?","synopsis":"According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.","titleseo":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses","status":"ACTIVE","authors":[{"author_name":"Ashutosh Kumar","author_link":"\/author\/479254781\/ashutosh-kumar","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479254781.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479254781,"author_name":"Ashutosh Kumar","author_seo_name":"ashutosh-kumar","designation":"Digital Content Producer","agency":false}}],"analytics":{"comments":0,"views":645,"shares":0,"engagementtimems":2802000},"Alttitle":{"minfo":""},"artag":"ETTelecom","artdate":"2023-05-16 08:34:01","lastupd":"2023-05-23 15:23:59","breadcrumbTags":["WhatsApp","WhatsApp Business","Prime","Route Mobile","Infobip","Sinch India","Exotel","ETTspecial","Bharti Airtel","EnableX"],"secinfo":{"seolocation":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses"}}" data-news_link="//www.iser-br.com/news/enterprise-services/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses/100264412">
深入:传统渠道生存更多的印度人会寻求与企业互动交流吗?
根据Gartner的一项研究在2022年,CPaaS市场强劲增长,在2021年的近40%,预测复合年增长率(CAGR)到2026年的30%。增长时,它发现,将推动企业扩大数字功能使用CPaaS客户参与和推动业务效率。
读到
客户已经开始寻求与企业个性化的双向通讯,企业或品牌,这一趋势已经加速Covid-19年期间,根据通信平台即服务(CPaaS)供应商。
CPaaS被定义为一个基于云计算平台,可以使业务添加一系列通信服务和渠道来增强客户交互使用应用程序编程接口(api)。
这些api可以包括短信和SIP中继,发短信或者通过视频和多媒体通信,WhatsApp推出和Facebook;屏蔽数字和认证;和网络实时通信(WebRTC)的电话,根据TechFunnel文章。
通过使用api,企业可以避免部署一个完整的解决方案与一个预定义的功能集,进而实现成本节约。
根据Gartner的一项研究在2022年,CPaaS市场强劲增长,在2021年的近40%,预测复合年增长率(CAGR)到2026年的30%。增长时,它发现,将推动企业扩大数字功能使用CPaaS客户参与和推动业务效率。
企业花费更多的短信。但WhatsApp、CPaaS、视频和电子邮件是新的增长引擎。苹果的商业聊天,谷歌丰富业务消息传递(元),元(信使),微信,行,电报,Instagram和TikTok预计将成为下一个增长动力,根据Gartner。
客户和业务之间的沟通不再是单向的,随着企业寻求增强体验在一个客户的所有接触点的旅程。这是驾驶的转变,从传统的沟通渠道,如短信和电子邮件等IP渠道WhatsApp,电报和推出,以及丰富的通信服务(RCS)。
“从去年4到5年,绝对是一个转移到IP通信渠道,尤其是在WhatsApp, RCS,电报和推出。因为Covid,整个加速度发生多重的因为人们采用数字平台。我认为实际上帮助整个行业增长更快比几年前预测,“创始人Rajdip Gupta说与集团的首席执行官路线移动。
“企业转向IP通讯渠道由于其方便,互动,和成本效益。谷歌和苹果之间的大战役使RCS之间的交叉连接,更新后的短信标准和iMessage也起到了扫兴。客户想要贯彻整个谈话在一个单一的渠道,和短信继续提供有限的交互性由于缺乏数据驱动,丰富的对话,”据Pankaj Gupta,创始人和首席执行官EnableX。
IP通道,如WhatsApp业务聊天机器人,允许集成,信息自动化、和其他高级用例。
这种转变也导致CPaaS供应商的新收入来源。例如,通过启用支付和预订服务传递渠道,CPaaS供应商可以通过交易费用产生收入。
传统与现代渠道:相关性的问题
IP通道等的出现WhatsApp业务不一定降低卷的短信发送企业客户,根据CPaaS供应商。
即使在今天,短信继续持有其堡由于其相关性在至关重要的行业,如金融和医疗保健,和发送时间关键型文本提示(如一次性密码(otp),机票预订确认,或产品交付状态。印度电信监管机构的监督(火车)进一步充当防范垃圾短信还未登记的电话销售和灌输相信短信通道。进一步,在印度的一个大型基地的功能手机用户只能访问基本的短信。
CPaaS供应商,而与ETTelecom共享数据,指出短信平台增加了多重的卷。乐动娱乐招聘
双曲正弦印度短信量激增了2 x过去三年;一年2500亿Sweden-headquartered供应商发送短信。路线移动指出,短信量从2021年的25 - 30美元在印度增加了超过400亿年的2022人。Infobip还估计SMS卷用于事务降价十亿。
全国UPI交易飙升也成为增长驱动卷作为银行发送短信提醒,甚至为一个事务,小如1。
“我认为有几个人相信WhatsApp将切成短信收入和它可能适用于市场,短信和WhatsApp定价具有可比性。因此,许多企业宁愿使用Whatsapp短信通道,”尼Singhal说,医学博士,双曲正弦印度。
“在印度,我有反向的观点。不仅仅是由于巨大的价格差SMS和WhatsApp,但如何将它们定位在市场…在这个节骨眼上,WhatsApp体积和短信体积是无与伦比的,”辛格尔补充道。
萨钦Bhatia,创始人和首席发展官Exotel说,短信仍在印度和其他新兴市场与用户相关功能手机仍在广泛使用。“然而,成本和减少数据上升的渗透低成本智能手机,短信可能最终失去其意义,”他补充道。
还有一个细微差别定价的短信和WhatsApp在印度的业务。短信通常在消息令牌基础上,成本变化取决于体积等因素和发送的消息类型。
相比之下,企业使用WhatsApp业务平台是为每个对话,其中包括所有消息交付在一个24小时的会议,根据元的网站的FAQ。
读也
印度电信公司的关注CPaaS
CPaaS市场也吸引了越来越多的印度电信公司,也在试水。
路线移动的古普塔说,整个CPaaS行业超过100亿美元,而application-to-person (A2P)市场超过160亿美元,而印度Singhal双曲正弦预计该行业在未来五年增长25%。
Airtel在2022年12月与Facebook-parent元平台公司,共同工作和投资地区CPaaS,开跑,和海底电缆系统。
旅馆有自己的CPaaS平台,称为Airtel智商,被Havells等公司,Delhivery, Swiggy、快车等。沃达丰的想法提供Vi云电话解决方案CPaaS使用率模式使企业自动化某些领导管理等业务流程。同样,在美国,美国电话电报公司(AT&T)一个API,电信市场已经看到了一些成功。
CPaaS厂商的高管表示,电信运营商在云通信工作的战略空间利用短信高卷等垂直行业和电子商务一样,交付和fintech食物。这些高管补充称,电信公司缺乏敏捷性和速度提供企业需要的创新。
CPaaS成功的电信公司也在全球范围内是有限的。”这不是一个成功的原因是短信总收入的份额会是一个非常小的票。业务会来。为什么争夺,5%或8%的利润,“质疑Infobip的艾耶,声称SMS电信的整体营收的贡献小于5%。
Customers have started seeking personalised two-way communications with enterprises, businesses, or brands, a trend that has been accelerated during the Covid-19 years, according to Communications Platform-as-a-Service (CPaaS) vendors.
CPaaS is defined as a cloud-based platform that can enable a business to add a range of communication services and channels to enhance customer interaction by using application programming interfaces (APIs).
These APIs can include text messaging and SIP trunking, texting or communications via video and multimedia, WhatsApp<\/a>, Viber and Facebook; masking numbers and authentication; and Web Real-Time Communication (WebRTC)-based telephony, according to a TechFunnel article.
By using APIs, businesses can avoid deploying a complete solution with a predefined feature set and in turn achieve cost savings.
According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.
Enterprises are spending more on SMS. But WhatsApp<\/a>, CPaaS, video and email are the new growth engines. Apple Business Chat, Google Rich Business Messaging (RBM), Meta (Messenger), WeChat, Line, Telegram, Instagram and TikTok are expected to be the next growth drivers, as per Gartner.
Communication between a customer and a business is no longer one-way, as businesses seek to enhance the experience at all touch points of a customer journey. This is driving a shift from traditional channels of communication such as SMS and email to IP channels such as WhatsApp, Telegram and Viber, as well as to Rich Communication Services (RCS).
“From last four to five years, there is definitely a shift to the IP channel of communication, especially on WhatsApp, RCS, Telegram and Viber. Because of Covid, the whole acceleration happened multi-fold because people adopted digital platforms. I think that has actually helped the entire industry to grow much faster as compared to what was predicted a few years back,” said Rajdip Gupta, Founder & Group CEO of Route Mobile<\/a>.
“Enterprises are shifting towards IP messaging channels due to their convenience, interactivity, and cost-effectiveness. The big battle between Google and Apple on enabling cross connectivity between RCS, the updated SMS standard and iMessage has also played spoilsport. Customers want to carry through their entire conversation on a single channel, and SMS has continued to provide limited interactivity due to a lack of data-driven, rich conversations,” according to Pankaj Gupta, Founder & CEO of EnableX<\/a>.
IP channels, such as WhatsApp Business<\/a>, allow the integration of chatbots, messaging automation, and other advanced use cases.
This shift is also leading to new revenue streams for CPaaS vendors. For instance, by enabling payments and booking services within messaging channels, CPaaS vendors can generate revenue through transaction fees.
Traditional vs modern channels: The question of relevance
<\/strong>
The emergence of IP channels such as WhatsApp Business<\/a> may not necessarily dent the volumes of SMS being sent by businesses to their customers, according to the CPaaS vendors.
Even today, SMS continues to hold its fort due to its relevance in critical industries such as finance and healthcare, and for sending time-critical text alerts like one-time passwords (OTPs), ticket booking confirmations, or product delivery status. The oversight of the Telecom Regulatory Authority of India (Trai) further acts as a guard against SMS spam by unregistered telemarketers and also instills trust in SMS as a channel. Further, there is a large base of feature phone users in India who can only access basic text messages.
CPaaS vendors, while sharing data with ETTelecom, noted that SMS volumes on their platforms have increased multi-fold.
Sinch India<\/a> has seen SMS volumes surge by 2x over the past three years; the Sweden-headquartered vendor sends 250 billion SMS messages a year. Route Mobile<\/a> notes that SMS volumes in India have increased from 25-30 billion in 2021 to over 40 billion in 2022. Infobip<\/a> also estimates SMS volumes for transactional purposes to be at 40-45 billion.
The surging UPI transactions in the country have also emerged as a growth driver for SMS volumes as banks send text alerts, even for a transaction as small as Re 1.
“I think several people believe that WhatsApp will cut into SMS revenue and it might be true for markets where SMS and WhatsApp pricing are comparable. Hence, many enterprises would rather use Whatsapp than SMS channel,” said Nitin Singhal, MD, Sinch India<\/a>.
“For India, I have a contrarian view. It's not just because of the huge differential between the price of SMS and WhatsApp but how they're positioned in the market…At this juncture, the WhatsApp volume and SMS volume is incomparable,” Singhal added.
Sachin Bhatia, co-Founder & Chief Growth Officer of Exotel<\/a> said that SMS remains relevant for users in India and other emerging markets where feature phones are still widely used. “However, with reductions in data costs and rising penetration of low-cost smartphones, SMS may eventually lose its significance,” he added.
There is also a slight difference in the pricing of SMS and WhatsApp Business in India. SMS messages are typically charged on a per-message basis, with the cost varying depending on factors like the volume and type of messages sent.
By contrast, businesses using the WhatsApp Business Platform are charged per conversation, which includes all messages delivered in a 24-hour session, as per a FAQ on Meta’s website.
Read also<\/h4><\/a><\/figure>Sinch aims to offer locally-developed capabilities in global markets from FY23: India MD<\/a><\/h5><\/div><\/a><\/figure>SaaS startup EnableX bets big on telco business to drive growth<\/a><\/h5><\/div><\/a><\/figure>From improved 5G-supported video conversations to hyper-personalisation, here are top CPaaS trends for 2023<\/a><\/h5><\/div><\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
<\/body>","next_sibling":[{"msid":100257967,"title":"EU backs Microsoft buying Call of Duty maker Activision Blizzard. But the $69B deal is still at risk","entity_type":"ARTICLE","link":"\/news\/enterprise-services\/eu-backs-microsoft-buying-call-of-duty-maker-activision-blizzard-but-the-69b-deal-is-still-at-risk\/100257967","category_name":null,"category_name_seo":"enterprise-services"}],"related_content":[],"msid":100264412,"entity_type":"ARTICLE","title":"In-depth: Will traditional channels survive as more Indians seek interactive communications with businesses?","synopsis":"According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.","titleseo":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses","status":"ACTIVE","authors":[{"author_name":"Ashutosh Kumar","author_link":"\/author\/479254781\/ashutosh-kumar","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479254781.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479254781,"author_name":"Ashutosh Kumar","author_seo_name":"ashutosh-kumar","designation":"Digital Content Producer","agency":false}}],"analytics":{"comments":0,"views":645,"shares":0,"engagementtimems":2802000},"Alttitle":{"minfo":""},"artag":"ETTelecom","artdate":"2023-05-16 08:34:01","lastupd":"2023-05-23 15:23:59","breadcrumbTags":["WhatsApp","WhatsApp Business","Prime","Route Mobile","Infobip","Sinch India","Exotel","ETTspecial","Bharti Airtel","EnableX"],"secinfo":{"seolocation":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses"}}" data-news_link="//www.iser-br.com/news/enterprise-services/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses/100264412">
<\/a><\/figure>Sinch aims to offer locally-developed capabilities in global markets from FY23: India MD<\/a><\/h5><\/div><\/a><\/figure>SaaS startup EnableX bets big on telco business to drive growth<\/a><\/h5><\/div><\/a><\/figure>From improved 5G-supported video conversations to hyper-personalisation, here are top CPaaS trends for 2023<\/a><\/h5><\/div><\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
<\/body>","next_sibling":[{"msid":100257967,"title":"EU backs Microsoft buying Call of Duty maker Activision Blizzard. But the $69B deal is still at risk","entity_type":"ARTICLE","link":"\/news\/enterprise-services\/eu-backs-microsoft-buying-call-of-duty-maker-activision-blizzard-but-the-69b-deal-is-still-at-risk\/100257967","category_name":null,"category_name_seo":"enterprise-services"}],"related_content":[],"msid":100264412,"entity_type":"ARTICLE","title":"In-depth: Will traditional channels survive as more Indians seek interactive communications with businesses?","synopsis":"According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.","titleseo":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses","status":"ACTIVE","authors":[{"author_name":"Ashutosh Kumar","author_link":"\/author\/479254781\/ashutosh-kumar","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479254781.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479254781,"author_name":"Ashutosh Kumar","author_seo_name":"ashutosh-kumar","designation":"Digital Content Producer","agency":false}}],"analytics":{"comments":0,"views":645,"shares":0,"engagementtimems":2802000},"Alttitle":{"minfo":""},"artag":"ETTelecom","artdate":"2023-05-16 08:34:01","lastupd":"2023-05-23 15:23:59","breadcrumbTags":["WhatsApp","WhatsApp Business","Prime","Route Mobile","Infobip","Sinch India","Exotel","ETTspecial","Bharti Airtel","EnableX"],"secinfo":{"seolocation":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses"}}" data-news_link="//www.iser-br.com/news/enterprise-services/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses/100264412">
<\/a><\/figure>SaaS startup EnableX bets big on telco business to drive growth<\/a><\/h5><\/div><\/a><\/figure>From improved 5G-supported video conversations to hyper-personalisation, here are top CPaaS trends for 2023<\/a><\/h5><\/div><\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
<\/body>","next_sibling":[{"msid":100257967,"title":"EU backs Microsoft buying Call of Duty maker Activision Blizzard. But the $69B deal is still at risk","entity_type":"ARTICLE","link":"\/news\/enterprise-services\/eu-backs-microsoft-buying-call-of-duty-maker-activision-blizzard-but-the-69b-deal-is-still-at-risk\/100257967","category_name":null,"category_name_seo":"enterprise-services"}],"related_content":[],"msid":100264412,"entity_type":"ARTICLE","title":"In-depth: Will traditional channels survive as more Indians seek interactive communications with businesses?","synopsis":"According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.","titleseo":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses","status":"ACTIVE","authors":[{"author_name":"Ashutosh Kumar","author_link":"\/author\/479254781\/ashutosh-kumar","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479254781.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479254781,"author_name":"Ashutosh Kumar","author_seo_name":"ashutosh-kumar","designation":"Digital Content Producer","agency":false}}],"analytics":{"comments":0,"views":645,"shares":0,"engagementtimems":2802000},"Alttitle":{"minfo":""},"artag":"ETTelecom","artdate":"2023-05-16 08:34:01","lastupd":"2023-05-23 15:23:59","breadcrumbTags":["WhatsApp","WhatsApp Business","Prime","Route Mobile","Infobip","Sinch India","Exotel","ETTspecial","Bharti Airtel","EnableX"],"secinfo":{"seolocation":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses"}}" data-news_link="//www.iser-br.com/news/enterprise-services/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses/100264412">
<\/a><\/figure>From improved 5G-supported video conversations to hyper-personalisation, here are top CPaaS trends for 2023<\/a><\/h5><\/div><\/a><\/figure>Airtel, Facebook parent Meta to jointly work on OpenRAN, CPaaS<\/a><\/h5><\/div><\/div><\/div>
Indian telcos’ focus on CPaaS<\/strong>
The growing CPaaS market has also caught the attention of Indian telcos, who are also testing the waters.
Route Mobile’s Gupta said that the overall CPaaS industry is over $10 billion, while the application-to-person (A2P) market is over $16 billion, while Sinch India’s Singhal expects the industry to grow at 25% over the next five years.
Airtel in December 2022 tied up with Facebook-parent Meta Platforms Inc., to jointly work and invest in areas of CPaaS, Open RAN, and subsea cable systems.
Airtel has its own CPaaS platform, called the Airtel IQ, which is being used by companies such as Havells, Delhivery, Swiggy, and Rapido, among others. Vodafone Idea offers Vi Cloud Telephony Solutions as CPaaS on a pay-per-use model to enable enterprises to automate certain business processes such as lead management. Similarly, in the US, AT&T has an API marketplace where the telco has seen some success.
The top executives of the CPaaS vendors stated that telecom operators are strategically working in the cloud communications space by tapping into industry verticals with high SMS volumes like e-commerce, food delivery and fintech. The executives added that telcos lack the agility and the pace to deliver innovations that businesses need.
The success of telcos in CPaaS has also been limited across the globe. “The reason it is not a success is that SMS in their total revenue share is a very small ticket item. The business is going to come to them. Why compete for that 5% or 8% of the margins they make,” questioned Infobip’s Iyer, claiming that the contribution of SMS to a telco’s overall revenue is less than 5%.
<\/body>","next_sibling":[{"msid":100257967,"title":"EU backs Microsoft buying Call of Duty maker Activision Blizzard. But the $69B deal is still at risk","entity_type":"ARTICLE","link":"\/news\/enterprise-services\/eu-backs-microsoft-buying-call-of-duty-maker-activision-blizzard-but-the-69b-deal-is-still-at-risk\/100257967","category_name":null,"category_name_seo":"enterprise-services"}],"related_content":[],"msid":100264412,"entity_type":"ARTICLE","title":"In-depth: Will traditional channels survive as more Indians seek interactive communications with businesses?","synopsis":"According to a Gartner study in 2022, the CPaaS market has been growing strongly, at nearly 40% in 2021, with a forecasted compound annual growth rate (CAGR) of 30% through to 2026. The growth, it found, will be driven by enterprises expanding their digital capabilities using CPaaS for customer engagement and to drive business efficiencies.","titleseo":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses","status":"ACTIVE","authors":[{"author_name":"Ashutosh Kumar","author_link":"\/author\/479254781\/ashutosh-kumar","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479254781.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":479254781,"author_name":"Ashutosh Kumar","author_seo_name":"ashutosh-kumar","designation":"Digital Content Producer","agency":false}}],"analytics":{"comments":0,"views":645,"shares":0,"engagementtimems":2802000},"Alttitle":{"minfo":""},"artag":"ETTelecom","artdate":"2023-05-16 08:34:01","lastupd":"2023-05-23 15:23:59","breadcrumbTags":["WhatsApp","WhatsApp Business","Prime","Route Mobile","Infobip","Sinch India","Exotel","ETTspecial","Bharti Airtel","EnableX"],"secinfo":{"seolocation":"enterprise-services\/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses"}}" data-news_link="//www.iser-br.com/news/enterprise-services/in-depth-will-traditional-channels-survive-as-more-indians-seek-interactive-communications-with-businesses/100264412">
<\/a><\/figure>
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