1、CPaaS Market Overview Melissa Fremeijer-Holtz,Research Manager Infrastructure&Communications,Europe27 October 2022Trends and Opportunities in the CPaaS Eco-System2 IDC|The Future Enterprise and its Digital-First Business ModelToday,95%of organizations are implementing a digital-first strategyBy 2027

2、,41%of an enterprises revenue will come from digital products and services.2 IDC|Source:IDC Future Enterprise Resiliency&Spending Survey-Wave 1,IDC,February,2022.n=7983 IDC|3 IDCChallenging Factors Drive Need for Digital Resiliency CEOs Must Succeed in Key Areas of the Future EnterpriseGeopolitical

3、and social economic factorsInflationary pressure and currency fluctuationsSupply chain disruptionsFractured tech ecosystemsCybersecurity intensity4 IDC|ICT Investment Priorities&Trends4 IDC|Source:IDC Future Enterprise Resiliency&Spending Survey Europe,Feb 2022(n=330)/FERS EMEA,Aug 2022(n=204),IDC C

4、EO Interim Survey 2022,Europe(n=108)Business prioritiesDriving profits(35%),customer satisfaction(32%)and operational efficiency(30%)are the top 3 business priorities for European organizations(February).In August this is customer satisfaction(34%),innovation(32%),and operational efficiencies(31%).T

5、ype of CX tech spendingIn the next year 63%uses/plans to use technology to manage customer engagement processes,62%to use technology to achieve real time decision making,61%to contextualize data as it relates to customer data management.Investment spending/appetite86%of European CEOs will increase t

6、ech spending for 2022 or maintain it at the same level as for 2021(Feb).57%of enterprises say they have invested the same in 2022 as planned(in 2021),27%say more this was more,14%say less(Aug)Type of tech spendingFebruary:46%(most)of enterprises invest to accelerate the shift to cloud,(digital)skill

7、s(41%)and focus on technology to drive more revenue generating activities(35%).August:when it relates to connectivity-related automation technologies data integration(45%),application integration(41%)and API management were found most important.5 IDC|CPaaS:cloud-enabled,real-time communications,easy

8、 customizationAPIs for Any Communication Type360 DegreesView of the CustomerCommunications Platform as a Service(CPaaS)An IDC DefinitionCPaaS offer communications APIs that simplify the programming required to create and implement real-time communications.APIs can be embedded into enterprise applica

9、tions,mobile apps,web platforms,etc.Usage is generally in the cloud model,with upfront hardware and software costs,no contracts or commitments,and no subscription fees.Payment is based on micro-billing tied to actual usage.Aggregating all communications channelsSource:IDC Tech Buyer Single View of t

10、he Customer And How to Get There:A Pressing Need for the Evolving Utility,#EUR148219321VoiceSMS,IM,(Whatsapp,Facebook Messenger,Instagram,etc)VideoSecurityOtherSmartPersonalizationAuthenticationEnrichmentNotificationsOrchestrationAPIsReal-time(conversational)communicationsEnterprise Communications&C

11、onnectednessEmotional EngagementCustomer AdventuresIntegration6 IDC|IDC6The CPaaS EcosystemPure-play CPaaS,software,resell/wholesalelargely directInvest in CPaaS,developer focus,bundle with cloud&collaborationOffer CPaaS,bundle with integrated(network&security)svcsDistributed WorkforcesAI,Automation

12、&InnovationEfficiency needs&CX priority Future EnterpriseCPaaS enabled platform and infrastructure for CSPs.7 IDC|Convergence Play Acquisitions,organic growth,partner models incl.OEMPure-play CPaaSvendorsSaaS vendorsUCC vendorsCSPs/TelcosHyperscalersA2P providersAlliances-e.g.GSMA,CAMARA,TM ForumUCa

13、aSCCaaSCPaaSAcquisitions(product/geographic expansion)Twilio Segment,ValueFirst,ZipwhipSinch Wavy,ACL,SAP Digital Interconnect,MessageMedia,InteliquentBandwidth VoxboneMessagebird SparkPostAvaya-ZangCisco IMImobileVonage-Nexmo,Tokbox,Jumper.aiInfobip-Anam,Shift,OpenMarket,Peerless NetworkKaleyra-mGa

14、ge,BandyerLINKMobility-Tismi,MarketingPlatform,AMMMavenir-TelestaxEricsson-VonageCSPs/Telcos(partner models)CRM/SAASAI/DataOther NicheAT&T,BT,Vodafone,Orange BS,DTAG/T-Systems,KPN,Tata Communications,Telefonica,Verizon,BICS,Accenture,iBASIS,etc.IDC MarketScape:Worldwide Communications Platform as a

15、Service 2022-2023 Vendor Assessment8 IDC|Adoption of Communications Platform as a Service(CPaaS)is well underway.The accelerated use of on-line communication channels for businesses to reach its customers and enhance customer experience fuels demand for easy customizable real-time communications ena

16、bled by CPaaS.Which of the following technologies/services does your organization use or plan to use in the next two years?n=1,322Source:IDCs European Enterprise Communications Survey,202224%26%28%29%29%32%32%36%42%33%32%30%30%30%31%31%29%25%21%20%22%21%21%20%20%19%18%Content delivery network(CDN)Ho

17、sted VoIP/Unified communications as a service(UCaaS)Communications platform as a service(CPaaS)Network life-cycle servicesVideo technology solutionsSoftware-defined wide area network(SD-WAN)Network automationNetwork as a service(NaaS)WiFi 6(802.11ax)Technology/services(planned)usageExtensive useLimi

18、ted usePilotingNot using but planning to useNot using and not planning to9 IDC|Businesses in the transportation and financial services sector indicated highest use of CPaaS,followed by manufacturing companies.From a regional angle it is clear adoption in Western Europe is higher than in Central East

19、ern Europe and from a company size perspective,organizations with 1000-4999 employees show the highest uptake of CPaaS.29%23%30%32%22%22%12%18%7%6%WECEEPer regionExtensive useLimited usePilotingNot using but planning to useNot using and not planning to23%24%28%28%31%34%25%33%28%34%31%28%22%26%22%25%

20、18%20%21%12%14%10%12%11%9%5%8%3%8%7%Public SectorBusiness ServicesManufacturingRetail/WholesaleTransportFinancial ServicesPer industry sector ToC17%21%32%32%31%32%28%32%29%27%31%32%31%22%21%24%20%20%11%17%13%14%11%11%14%9%5%2%6%6%50 99100 249250 499500 9991,000 4,9995,000+Per company size n=1,322Sou

21、rce:IDCs European Enterprise Communications Survey,2022Which of the following technologies/services does your organization use or plan to use in the next two years?CPaaS(planned)usage10 IDC|Email is the most used CPaaS feature as indicated by 54%of participating companies,followed by adoption of sec

22、urity(twofactor authentication)by 50%of companies,multi-channel conversation integration(49%).Least used CPaaS feature today are CPaaS low-code compilers(35%).Which of the following CPaaS features does your organization use/plan to use within the next two years?3%35%40%42%46%47%48%48%49%50%54%4%47%4

23、2%42%42%35%35%40%36%39%36%93%18%18%16%12%18%17%11%15%11%11%Other,please specifyCPaaS low code application compilerIP messaging(embedded chatbots)Voice services/contact center services(e.g.,IVR,SIP integration/callCollaboration services integration(browser-based voice,video,and messaging)SMS/MMS noti

24、ficationsOTT/social messaging(WhatsApp,WeChat,Facebook Messenger,etc.)Videoconferencing/chat/broadcast(WebRTC),e.g.,for customer support,Multichannel conversation integration(e.g.,SMS,WhatsApp,Instagram)Security:two-factor password verification,SMS notificationsEmail notifications,secure encrypted e

25、mailCPaaS features adoptionUsing nowPlanning to useNot using and no plans to usen=1,237Source:IDCs European Enterprise Communications Survey,202211 IDC|Usage of features varies across the industries.Email is the most used CPaaS feature by all verticals.Least used CPaaSfeature today are CPaaS low-cod

26、e compilers(22%).IP messaging used relatively high by retail/wholesale;most used is multi-channel conversation integration/OTT/social messaging.Relatively high use of SMS/MMS in the financial services sector.Which of the following CPaaS features does your organization use/plan to use within the next

27、 two years?37%32%22%37%37%39%39%34%41%46%37%42%41%41%35%43%42%51%48%46%44%47%44%43%52%45%41%50%44%49%45%46%46%54%45%50%47%48%46%51%48%50%49%44%48%54%49%49%55%44%41%49%56%54%54%57%53%54%52%54%Financial ServicesManufacturingPublic SectorRetail/WholesaleBusiness ServicesTransportCPaaS features adoption

28、,by verticalOther,please specifyCPaaS low code application compilerIP messaging(embedded chatbots)Voice services/contact center services(e.g.,IVR,SIP integration/call routing/conferencing)Collaboration services integration(browser-basedvoice,video,and messaging)SMS/MMS notificationsOTT/social messag

29、ing(WhatsApp,WeChat,Facebook Messenger,etc.)Videoconferencing/chat/broadcast(WebRTC),e.g.,for customer support,trainingMultichannel conversation integration(e.g.,SMS,WhatsApp,Instagram)Security:two-factor password verification,SMSnotificationsEmail notifications,secure encrypted emailn=1,237Source:I

30、DCs European Enterprise Communications Survey,202212 IDC|Most organizations opt to partner with IT providers/integrators(30%),followed closely by 28%of organizations that choose to partner with a CSP to implement a packaged solution.20%build solutions internally on a CPaaS vendor platform and 21%bui

31、ld solutions internally in consultation with third-party developers.How does your organization engage/plan to engage with CPaaS vendors?Build solutions internally on a CPaaS vendor platform,20%Build solutions internally in consultation with third-party developers,21%Partner with a network/communicat

32、ions service provider to implement a packaged solution,28%Partner with other IT providers/integrators to implement a packaged solution,30%CPaaS deployment engagementsn=1,237Source:IDCs European Enterprise Communications Survey,202213 IDC|Security(authentication/verification)is used/planned to use mo

33、st(35%),followed closely by customer services(e.g.notifications,35%)and internal communications/operations(32%).Asset management/IoT use cases are least indicated.Does your organization use/plan to use CPaaS for any of the following use cases?n=1,237Source:IDCs European Enterprise Communications Sur

34、vey,20220%25%27%28%28%28%32%33%35%Other,please specifyAsset management/IoTMarketing(campaign/advertising outreach/customer loyalty)Financial transactions/paymentsContact center services(IVR,voice,embedded chatbots)Sales(e.g.,promotions/upselling/abandoned cart recovery)Internal communications/operat

35、ionsCustomer services(e.g.,notifications for appointments,last mile logistics/deliveries)Security:authentication/verificationCPaaS Use Cases14 IDC|Security/compliance,price and customer support are most important criteria for European companies.Phone numbers and low-code application building toolset

36、s are lowest on the priority ladder.What key factors influence your organizations selection of a cloud communication platform vendor today?0%20%21%25%26%26%27%29%30%31%35%Other,please specifyLow-code application buildingPhone numbersBreadth of portfolioService-level agreementsCustomer portal/self-se

37、rvice capabilitiesGeographic reach/global presenceAdvanced reporting and analytics capabilitiesCustomer supportPriceSecurity/compliance capabilitiesCPaaS selection criterian=1,237Source:IDCs European Enterprise Communications Survey,202215 IDC|Security/compliance is not found most important in all c

38、ountries.Geographic reach is found top priority in a number of countries(UK,RO,AU)while price is on top of the list in countries like NL,SW,and CH.Customer portal/self service being key in Spain correlates with the countrys high level of internally built solutions.11%0%34%38%40%Phone numbers.Price/S

39、ecurity&Customer supportGeographicAustriaWhat key factors influence your organizations selection of a cloud communication platform vendor today?top 3 choices and bottom choice per country20%0%30%33%44%Phone numbers.Customer portal/self-Customer support/PriceCzech Republic16%0%33%33%37%Low-code appli

40、cation.Advanced reportingCustomer supportSecurity/complianceFrance17%0%30%33%43%Phone numbers.Customer supportPriceSecurity/complianceGermany19%0%30%34%36%Low-code application.Breadth of portfolioAdvanced reportingSecurity/complianceItaly16%0%29%35%36%Breadth of portfolio.Customer supportSecurity/co

41、mpliancePriceNetherlands18%0%31%34%43%Low-code application.Security/complianceBreadth of portfolioService-levelPoland30%0%41%42%45%Low-code application.Advanced reportingCustomer portal/self-GeographicRomania22%0%33%33%34%Breadth of portfolio.Customer supportAdvanced reportingCustomer portal/self-Sp

42、ain16%0%28%29%35%Service-level.Security/complianceCustomer supportPriceSweden15%0%26%38%39%Breadth of portfolio.Customer portal/self-Security/compliancePriceSwitzerland18%0%28%30%31%Low-code application.Breadth of portfolioCustomer supportGeographicUnited Kingdomn=1,237Source:IDCs European Enterpris

43、e Communications Survey,202216 IDC|Conversational Solutions Become KeyB2B and B2CCustomer experience(CX).The growing importance of multi-channel conversations in a mobile first world to enhance customer engagement and customer success has fueled the launch of conversational messaging solutions in th

44、e CPaaSmarket.Conversational messaging facilitates real time,rich-media messaging on any preferred messaging channel(e.g.SMS,WhatsApp,Instagram,RCS,etc);enriched with video and seamless handoff from a chatbot and/or live agent for an omni-channel customer experience.Messaging apps are the largest se

45、gment of the CPaaS market today and will continue to grow at 30%to a total of$3.7 billion in 2025.Conversational messaging solutions are used to augment marketing/pre-sales,commerce/sales and post sales processes,leading to incremental on-line revenues,improved customer loyalty and customer success

46、management.European CPaaS Market Forecast 2021-2026($B)0.620.801.031.291.611.981.361.812.382.983.694.450.190.280.390.530.730.970.120.160.200.250.310.350.140.180.230.300.380.460.140.180.240.320.370.440.001.002.003.004.005.006.007.008.009.0010.00202120222023202420252026VoiceMessagingVideoEmailOther AP

47、IsMisc.ServicesTotal:2.56Total:8.66Voice CAGR:26,4%Messaging CAGR 26,8%Video CAGR:38,1%Email CAGR:23,7%Other APIs CAGR:27,5%CAGR 27,6%17 IDC|IDC17CPaaS is Key in The Future of Enterprise,Customers,and ConnectednessPure-play CPaaSA2P vendorsSaaS vendorsUCC vendorsCommunications SPs/TelcosHyperscalers

48、VoiceData(SMS,apps,emails)Alliances-e.g.GSMA,CAMARA,TM ForumVideoSecurityDigital Fabric:Marketplace,Automation,Innovation,and Co-creationCX/End usersOtherManufacturingRetail/ecommerceServicesHospitalityPublic sectorHealthcareOther industriesReal-Time CommunicationsIntegrationOrchestrationWorkflow Op

49、timization,Analytics,Customer Data PlatformsCustomerAdventures Customer EngagementEnrichmentOrganizationsNotificationsOperations/employeesAPIsWorkflow CX Infinity LoopAuthenticationSmart Personalization18 IDC|Key Take Aways18 IDC|The Digital First Economy is here.Businesses understand the need to in

50、vest in technology to become Future Enterprises and Digital First organizations.Cloud,CX,operational efficiency,integration of systems and applications,finding new avenues of revenue generation are key priorities.CPaaS is becoming an important tool to augment CX,drive operational efficiencies,new bu

51、siness models and revenue streams.CPaaS adoption is well underway-security and customer services are most deployed use cases,security capabilities and price are important factors for CPaaS provider selection.There is an increasing preference for packaged solutions from CSPs/network-,IT providers as

52、well as a shift from voice to messaging usage.The increasing mobile first attitude is driving the need for(omni-channel)conversational solutions and conversational commerce.The CPaaS eco-system is dynamic and expanding.It is a market of coopetition and many providers(in the value chain)exploring how

53、 to differentiate but also collaborate.This also applies to CSPs exploring the CPaaS opportunity and alliances surfacing to open up APIs to the broader eco-system underpinned by API monetization models.IDC Fremeijer-HoltzEuropean Infrastructure and CommunicationsEmail:Phone:+31 20 3330650Twitter:MFremeijer