Alan Quayle, Independent We’re entering a new phase in the democratization of telecoms. Communications is now programmable, its revolutionizing the $2.2T telecoms industry. Enterprises large and small, governments, local businesses, hospitals, dentists, web companies, garden centers are all using communications in new ways to improve their operations and customers’ experiences. There are hundreds of companies around the world that are helping businesses use programmable telecoms. The aim of this session is to provide an open, independent, and industry-wide review of the impact of programmable telecoms on business. We will cover CPaaS (Communications Platform as a Service), UCaaS (Unified Communications Platform as a Service, AKA virtual or cloud PBX), CCaaS (Contact Center as a Service), open source telecom software, authentication and customer experience, omni-channel customer communications, WebRTC (Web Real Time Communications) and much more reviewing the landscape and market sizes.

1. By The Numbers: CPaaS, UCaaS, CCaaS
Landscapes and Market Sizing

2. Disclaimer
1. This is a work in progress. If you see any companies missing just let me know, thank you.
2. This is a rapidly shifting landscape, I guaranteed when you read this, it will be out of
date.
3. Check out the slide’s notes field for commentary on each slide.
4. This is an attempt to map out the companies and technologies across CXTech: CPaaS,
CCaaS, UCaaS, business messaging, in-app communications enablers, enterprise
messaging, collaboration, and all the automation tech.
5. There’s an associated excel sheet with company details and revenue breakdowns, all
based on my guestimates (unless the company is listed and provides breakdown).
© Alan Quayle 2019

3. Who Pays the Analysts?

4. Industry Noise is Dominated by a Few Companies,
And Most of it is Utter B@ll@ck$
DIGITAL TRANSFORMATION
5G
US LARGE ENTERPRISE NEEDS
CLOUD
API ECONOMY
AI
RCS
UCAAS & CCAAS & CPAAS
MITEL & AVAYA
2+1.8 = 5
DIGITAL BLOODY EVERYTHING
PAY TO PLAY AWARDS
BIASED
QUADRANTS
FASHIONABLE THEORIES
INFLATED EXPECTATIONS
FALSE WARS: MESSAGING
BABS-ARTISTS

5. We’ve got a ‘Bit’ of an Unlevel Playing Field!

6. However, Numbers are our Friends
in Understanding the Playing Field

7. Public CPaaS
Communication Enabling Software and Platforms / Open Source Projects
Business Messaging
In-App
Communications
Employee Communications. Unified Comms,
business telephony, phone systems, messaging,
collaboration
Enterprise Channel (Gamma, WWT, Verizon, AT&T, etc)
Customer Communications. Contact center,
messaging, trust, ..
CXTech Framework (Borders are not solid, lots of grey zones)
Automation Technologies (bots, speech rec, analytics, workforce management, knowledge management,
conversational interfaces, marketing automation)
© Alan Quayle 2019

8. In App / Video Comms CPaaS / Messaging / Content / Payments CCaaSUCaaS
Communication Enabling Software and Platforms
Open Source Projects
© Alan Quayle 2019

9. Open
Source
Projects
Summary
© Alan Quayle, 2019
2600Hz / Kazoo Refocused on CPaaS / UCaaS enabler with Kazoo
Asterisk (Digium/Sangoma) Leading open source telecom app server, largest community
easyRTC (Priologic Software) WebRTC toolkit suitable for building highly secure, WebRTC applications
elastix (3CX) UC wrap including Asterisk, FreePBX, HylaFAX, Openfire and Postfix.
FreePBX (Sangoma) open source GUI (graphical user interface) that controls and manages Asterisk
FusionPBX
FreeSWITCH GUI (Graphical User Interface) for PBX, carrier grade switch, call center server, fax server, voip server,
voicemail server, conference server, voice application server, appliance framework and more
HOMER (qxip) SIP Capture system and Monitoring Application
Janus (Meetecho) lightweight (written in C) WebRTC Gateway
jitsi.org (8X8) JavaScript WebRTC application and can be used for videoconferencing
Kamailio (Astipo + many more)
SIP server for building SIP services such as a SIP proxy, SIP Presence Server, SIP location server (direct competitor to
OpenSIPS)
Kurento (Twilio) WebRTC media server. Bought by Twilio, code still available.
mediasoup
Open Source WebRTC SFU for Node.js. mediasoup is a low level component to build multi-party video conferencing
applications.
Medooze SIP Video Multiconference Media Server with WebRTC support.
openSIPS (OpenSIPS Solutions) SIP proxy/server for voice, video, IM, presence (direct competitor to Kamailio)
RTPProxy (Sippy Software)
Sippy RTPproxy is a high-performance software proxy server for RTP streams that works together with OpenSIPS.
Typical scenarios where RTPproxy needs to be used are NAT traversal or network bridging
Signalwire / FreeSWITCH
Telecom application server for real-time communication, WebRTC, telecommunications, video and Voice over
Internet Protocol (VoIP)
SIP3 (SIP3) RTC and VoIP traffic monitoring & analysis
sipXcom (eZuce)
Unified communications solution. Plug & play management system. Installation and configuration is automated and
GUI based, phones from over 10 manufacturers are plug & play managed including auto-discovery, full configuration,
directory management, speed dial, BLF, and firmware management, and users are provided with a Web portal for
self-service administration.
Telestax / Restcomm Enabler transitioning from opensource project / services to cloud based enabler
VICIdial (VICIDial group) VICIdial is an enterprise class, open source, call center suite in use by many large call centers
Wazo Fork from XiVO, focused CPaaS / UCaaS enabler
WebRTC (Google + lots of others) provides browsers and mobile applications with Real-Time Communications (RTC) capabilities via simple APIs.

10. Public CPaaS – those that identify as + do more than SMS
© Alan Quayle 2019

11. Public CPaaS 2018 Revenue2019 Growth2020 Growth2021 Growth2022 Growth SIP Trunking Core API / Aggregation / Routing (voice and messaging) / minutes and messages / IVR / VASBusiness Messaging / Marketing2FA / Identity / Authenitcation / Fraud ManagementIoT CCaaS (Customer Comms / Collab - voice & video / chat)UCaaS (Employee Comms / Collab / messagEmployees Simple Descrip
2600Hz / Kazoo 10 30% 30% 25% 25% 10% 70% 20% 40 Refocused on C
46elks 8 25% 25% 20% 20% 100% 8 Swedish CPaaS
Aculab 25 25% 25% 20% 20% 40% 20% 10% 15% 15% 80 Long establishe
AeriaLink 5 45% 45% 40% 40% 60% 40% 20 Landline messa
Amazon 180 75% 70% 65% 60% 50% 20% 20% 10% 145 Simple Notifict
Apeiron (bought 2019 Konatel) 2 40% 40% 35% 35% 100% 3 Couple of years
Apifonica (Dzinga) 10 35% 35% 35% 35% 15% 65% 20% 25 European CPaaS
aql 20 35% 35% 35% 35% 60% 20% 10% 10% 80 Long establishe
babl.biz 10 35% 35% 35% 35% 20% 60% 20% 20 UK-based CPaa
Bandwidth 165 30% 30% 25% 25% 20% 75% 5% 400 NAR-focused vo
BrightLink 20 40% 40% 35% 35% 10% 20% 35% 35% 30 Cloud based PB
Callfire 25 40% 40% 35% 35% 100% 90 Voice/SMS cust
Callr 5 35% 35% 35% 35% 15% 75% 10% 8 Paris-based CPa
Cequens 45 35% 35% 35% 35% 10% 30% 45% 5% 5% 5% 125 MEA focus
Cloudonix 1 100% 80% 70% 60% 100% Cloud based As
CM 25 20% 20% 15% 15% 40% 50% 10% 100 Dutch Business
CYDNE 15 35% 35% 30% 30% 65% 25% 10% 80 Notification ser
Exotel 15 35% 35% 35% 35% 100% 120 India based CPa
Flowroute (West) 15 35% 35% 35% 30% 40% 60% 50 NAR-focused SI
FoneDynamics 5 25% 25% 25% 25% 100% 20 Australian CPaa
hoiio 25 65% 65% 60% 55% 20% 60% 20% 45 Singapore base
Infobip 400 10% 10% 10% 10% 25% 65% 10% 1800 Original A2P SM
Intelepeer 170 25% 25% 25% 25% 20% 30% 15% 10% 15% 10% 240 CPaaS products
Kaleyra 100 20% 20% 20% 20% 10% 40% 40% 10% 200 Roll up of busin
Messagebird 95 40% 40% 35% 35% 15% 60% 15% 10% 180 Dutch aggregat
MITTO 30 45% 45% 45% 45% 90% 10% 50 Swiss based B2
Mobtexting 10 25% 25% 25% 25% 40% 50% 10% 50 Indian business
NTH 5 25% 25% 25% 25% 60% 40% 25 GUI based CPaa
Plivo 32 40% 40% 40% 40% 15% 65% 10% 180 Voice/SMS API
PlumVoice 20 30% 30% 30% 30% 70% 20% 10% 60 Cloud IVR expan
Bottom-up Build of Market Size
Yes, I know these growth figures are conservative compared to your business plan, but reality!

12. CPaaS Market Sizing
0
2000
4000
6000
8000
10000
12000
14000
16000
2018 2019 2020 2021 2022
Public CPaaS Revenues
SIP Trunking Core API Business Messaging
Authenitcation IoT CCaaS
UCaaS Total
IDC Market size
estimate is $2B in
2017, $11B in 2022

13. And for fun I also did the Telco CPaaS
0
2000
4000
6000
8000
10000
12000
14000
16000
2018 2019 2020 2021 2022
Public CPaaS Revenues
SIP Trunking Core API Business Messaging
Authenitcation IoT CCaaS
UCaaS Total
IDC Market size
estimate is $2B in
2017, $11B in 2022
0
100
200
300
400
500
600
2018 2019 2020 2021 2022
Telco Public CPaaS Revenues

14. And I also did the CPaaS Enabler Revenues
0
100
200
300
400
500
600
2018 2019 2020 2021 2022
Telco Public CPaaS Revenues
0
50
100
150
200
250
300
2018 2019 2020 2021 2022
CPaaS Enabler Revenues

15. © Alan Quayle 2019
Business Messaging – SMS Focused

16. Business Messaging Market Sizing
0
1000
2000
3000
4000
5000
6000
7000
8000
2018 2019 2020 2021 2022
Business Messaging
BM Focused Total inc CPaaS

17. In App Comms (plus example of gray zone)
© Alan Quayle 2019
In App Marketing
Automation
Retention
Engagement
Analytics
(messaging/comms)
e.g. leanplum, iterable
App Development
(messaging/comms)
e.g. Firebase
GrayZone

18. In-App Market Sizing
0
100
200
300
400
500
600
700
2018 2019 2020 2021 2022
In App Comms Revenues

19. Employee Communications
UC, business telephony, phone systems Messaging and collaboration
© Alan Quayle 2019

20. 2018 revenue either
published or guestimate
Growth either based on
published #s or
guestimate
%aaS / hosted guestimate
Employees based on
published numbers or
guestimate
Employee Communications % aaS (includes hosted)
UC / Enterprise Telephony 2018 Revenue2019 Growth2020 Growth2021 Growth2022 Growth
3CX 22 25% 25% 25% 25% 10%
4Com 20 20% 20% 15% 15% 15%
8X8 280 20% 20% 20% 20% 100%
Aircall 18 55% 50% 45% 40% 100%
ALU Enterprise / Sipwise 380 0% 0% 0% 0% 10%
Amazon Chime 25 45% 45% 45% 45% 100%
AMP Telecom 1 20% 20% 20% 20% 100%
Audiocodes 50 10% 10% 10% 10% 20%
Avaya 1200 -10% -10% -10% -10% 5%
Birchills Telecom 1 10% 10% 10% 10% 100%
Blueface / Star2Star 260 20% 20% 20% 20% 15%
Broadview / Windstream Enterprise 220 0% 0% 0% 0% 10%
Broadvoice 45 15% 15% 15% 15% 50%
Centile (part of Within Reach) 15 20% 20% 20% 20% 100%
Cisco 800 5% 5% 5% 5% 10%
Crexendo 15 10% 10% 10% 10% 80%
Dialpad 50 40% 40% 40% 40% 100%
Digium 30 15% 15% 15% 15% 50%
Dzinga 5 50% 50% 50% 50% 100%
EvolveIP 55 25% 25% 25% 25% 80%
Flat Planet Phone 1 15% 15% 15% 15% 100%
Fuze 125 25% 25% 25% 25% 100%
Grasshopper (bought by Citrix/GoTo) 30 15% 15% 15% 15% 100%
Huawei 650 20% 20% 20% 20% 5%
Intelepeer 180 20% 20% 15% 15% 80%
Intermedia 125 10% 10% 10% 10% 50%
Intulse 3 25% 25% 25% 25% 100%
ipcortex (bought by Aerial Direct) inc Aerial Direct #s18 18% 18% 18% 18% 50%
Jive Communications (bought by Citrix/GoTo)80 35% 35% 35% 35% 100%
Magicjack (for business) 30 18% 18% 18% 18% 100%
Megapath 32 15% 15% 15% 15% 35%
Microsoft 700 20% 20% 20% 20% 20%
MightyCall 20 15% 15% 15% 15% 100%
Mission Labs (CircleLoop) 1 200% 150% 100% 80% 100%
Mitel 300 10% 10% 10% 10% 20%
Natterbox 15 35% 35% 35% 35% 100%
NEC 230 5% 5% 5% 5% 5%
net2phone 10 5% 5% 5% 5% 100%
Nextiva 140 20% 20% 20% 20% 100%
Univoip (OfficeConnect) 25 10% 10% 10% 10% 100%
onsip 13 15% 15% 15% 15% 100%
ooma 55 18% 18% 18% 18% 100%

21. UC Market Sizing
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
2018 2019 2020 2021 2022
Enterprise Voice / UC
Total Large Small
• But wait a minute, UC market is $33B in 2021!
– Telcos, mobile PBX, list is not complete (especially smaller players), doesn’t include channels margins
– At least 50% of the UC market is up for grabs from the telcos!
• Of small players approx 80% use open source telecom software, with Asterisk being the
dominate project. Average age of companies is 6.5 years old.
• For small players 50% of revenue is from cloud/hosted services – hybrid matters
• For large players 30% is from cloud/hosted because legacy revenues tend to be on-prem

22. Next Steps
1. Publish work on my weblog for broader
review.
2. Flesh out Messaging and Collaboration
segmentation and revenues
3. Revisit the UC / phone systems analyst to
size out the channel and telco piece so
the TAMs are closer
4. Keep publishing to help raise the
knowledge for everyone in this industry
© Alan Quayle 2019

23. Disclaimer
1. This is a work in progress. If you see any companies missing just let me know, thank you.
2. This is a rapidly shifting landscape, I guaranteed when you read this, it will be out of
date.
3. Check out the slide’s notes field for commentary on each slide.
4. This is an attempt to map out the companies and technologies across CXTech: CPaaS,
CCaaS, UCaaS, business messaging, in-app communications enablers, enterprise
messaging, collaboration.
5. There’s an associated excel sheet with company details and revenue breakdowns, all
based on my guestimates (unless the company is listed and provides breakdown).
© Alan Quayle 2019