CPaaS is dead, Long live CPaaS, Filipe Leitão, 8X8

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CPaaS is dead, Long live CPaaS Filipe Leitão, EMEA Solutions Engineer, 8X8 Brief history of CPaaS (Communications Platform as a Service) since VAS (Value Add Service) times. It’s not about wining the developer anymore. Or viewed another way, how everyone tries to be what Twilio was 5 years ago. Be where your customers are: CCaaS, UCaaS and CPaaS are becoming one. It's all just programmable communications.

© 8x8, Inc. All Rights Reserved.
CPaaS is DEAD,
Long Live CPaaS...
Prepared and Presented by Filipe Leitão, EMEA Solutions Engineer @ 8x8
TAD Summit, November 2020

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Agenda
Who is This Guy?
A Brief Story of CPaaS
It’s Not About Winning the Developer Anymore
Be Where Your Customers Are
Takeaways

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© 8x8, Inc. All Rights Reserved.
Who is This Guy Anyway?
Software Engineer
Telco Enthusiastic
ex-Portugal Telecom (Messaging & Core Network)
ex- Ericsson (Policy Control & SDN)
ex-NEC (5G Core Network & 3GPP Standards)
ex-Telestax (Open Source CPaaS)
8x8 Solutions Engineering
https://www.linkedin.com/in/faleitao/

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© 8x8, Inc. All Rights Reserved.
A Brief Story of CPaaS

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© 8x8, Inc. All Rights Reserved.
A Brief Story of CPaaS: The Value-Added Services (VAS)
Ringtones
News
Pictures
Notiﬁcations
MarketingSports

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© 8x8, Inc. All Rights Reserved.
A Brief Story of CPaaS: The Value-Added Services (VAS)
Once Upon a Time….

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© 8x8, Inc. All Rights Reserved.
A Brief Story of CPaaS: The Value-Added Services (VAS)
Direct Connection
SMSC < > VAS Provider
Proprietary Protocol
JAVA + WebSockets
CPaaS?

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© 8x8, Inc. All Rights Reserved.
A Brief Story of CPaaS: The Democratization of the Network
Early 2000s
Direct Connection
SMSC < > VAS Provider
Proprietary Protocol
JAVA + WebSockets
Fast Forward 10 years...
Late 2000s
Aggregators & .com
Web Services
Open APIs
HTTP
VAS

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© 8x8, Inc. All Rights Reserved.
It’s Not About Winning the
Developer Anymore
(or.. how everyone tries to be a 10 years younger Twilio)

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© 8x8, Inc. All Rights Reserved.
CPaaS, Early Days: The New Inﬂuencer
@ https://www.twilio.com/

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CPaaS, Evolution: The Rise of Low Code
2005-2015
@ https://www.ecoles-commerce.com/apprendre-a-coder-ecole-de-commerce/
2015-2020
@ https://www.productplan.com/

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CPaaS, Evolution: Catching the Train Trend
Traditional Nature of Business How CPaaS was Adopted
SIP Trunking, Telephony Wholesale APIs, TWML-like Markups
UCaaS / CCaaS M&A
2005-2015
@
https://www.ecoles-comme
rce.com/apprendre-a-coder
-ecole-de-commerce/
2015-2020
@
https://www.productplan.co
m/

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CPaaS, What’s Next: The Enterprise
Startups / Internet Fortune 500
SMB / Mid-Market
@ https://www.uctoday.com/unified-communications/cpaas/microsoft-takes-on-twilio-with-new-cpaas-offering/ @ https://www.uctoday.com/reviews/unified-comms-reviews/cpaas-reviews/amazon-connect-vs-twilio-flex-comparison-2019/

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Be Where Your
Customers Are

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(Really) Winning the Enterprise: The Challenge
The typical SMB &
mid-market...
SALES & MARKETING LOGISTICS
IT PRODUCTIONCUSTOMER CARE
Differentiated Needs
Multiple Platforms
Preferred Communication Channels
Distributed Decision Makers
Own Sales Channels

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© 8x8, Inc. All Rights Reserved.
(Really) Winning the Enterprise: The Foundation
SALES & MARKETING LOGISTICS
IT PRODUCTIONCUSTOMER CARE
8x8 Work
8x8 Virtual
Contact Center

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© 8x8, Inc. All Rights Reserved.
(Really) Winning the Enterprise: The Last Mile
SALES & MARKETING LOGISTICS
IT PRODUCTIONCUSTOMER CARE

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© 8x8, Inc. All Rights Reserved.
(Really) Winning the Enterprise: The Last Mile
SALES & MARKETING LOGISTICS
IT PRODUCTIONCUSTOMER CARE

19
© 8x8, Inc. All Rights Reserved.
(Really) Winning the Enterprise: The Last Mile
SALES & MARKETING LOGISTICS
IT PRODUCTIONCUSTOMER CARE

20
© 8x8, Inc. All Rights Reserved.
Takeaways

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© 8x8, Inc. All Rights Reserved.
Takeaways.
CPaaS is old news: it is the way you frame it, the way you sell it and to whom that makes the difference
It’s Not about winning the developer anymore: SMB, Mid-Market and Enterprise are the target now
Be where your customers are: educate and sell through the customer channel of choice, not yours

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Thank you.

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CXTech Landscape Across Asia by Alan Quayle, with the support of hundreds of people across CXTech The main updated include: Added another 200+ companies (bottoms-up analysis) Expanded list of global VoIP providers and CXTech companies Expanded list of master agents and distributors (mainly North America, international TBC) Added channel and telco contributions to the revenues Updated projections to include global recession for H2 2020 and H1 2021. Most collaboration providers are not impacted – slight acceleration for some Call center is initially not impacted, slight downturn in H1 2021 Usage based businesses impacted in H2 2020, e.g. CPaaS. Will update downturn model as company results get announced through 2020. Added regionalization of revenues (simple Americas, EMEA, Asia split) Below I show the gap for Asia on CXTech earnings for CPaaS. In the presentation you can also see the gap for enterprise VoIP, particularly for innovative smaller providers. Put simply, revenue earned in Asia is going to North America. Hence why for TADSummit Asia 2020 we're trying to help close the gap through: Encourage the Rise of Open Source Telecom Software across Asia Open Source Telecom Software Landscape Sessions from Asterisk, freePBX, Kamailio, OpenSIPS, and dratchio The Universal Telecom API in Asia An evolutionary outlook on the role of IT, by Sebastian Schumann, Technology & Innovation at Deutsche Telekom Improving the Experience of Realizing CXTech Use Cases, by Marten Schoenherr, CEO/Founder at Automat Berlin GmbH Panel discussion including: Mark White, Tech M&A, Investor, Founder, Board Member, Startup. Craig Richards, Vice President, Products and Engineering at Apigate Dinesh Saparamadu, Founder of Applova Inc., hSenid Group of Companies & PeoplesHR | Entrepreneur | HR & Mobile Industry Thought Leader Lots of programmable communications innovator interviews from across Asia, and an interview with David Curran from Dublin on the importance of hackathons. My hope is TADSummit Asia will help Asian entrepreneurs close the revenue gap in CXTech.

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3. 3 © 8x8, Inc. All Rights Reserved. Who is This Guy Anyway? Software Engineer Telco Enthusiastic ex-Portugal Telecom (Messaging & Core Network) ex- Ericsson (Policy Control & SDN) ex-NEC (5G Core Network & 3GPP Standards) ex-Telestax (Open Source CPaaS) 8x8 Solutions Engineering https://www.linkedin.com/in/faleitao/

8. 8 © 8x8, Inc. All Rights Reserved. A Brief Story of CPaaS: The Democratization of the Network Early 2000s Direct Connection SMSC < > VAS Provider Proprietary Protocol JAVA + WebSockets Fast Forward 10 years... Late 2000s Aggregators & .com Web Services Open APIs HTTP VAS

12. 12 © 8x8, Inc. All Rights Reserved. CPaaS, Evolution: Catching the Train Trend Traditional Nature of Business How CPaaS was Adopted SIP Trunking, Telephony Wholesale APIs, TWML-like Markups UCaaS / CCaaS M&A 2005-2015 @ https://www.ecoles-comme rce.com/apprendre-a-coder -ecole-de-commerce/ 2015-2020 @ https://www.productplan.co m/

13. 13 © 8x8, Inc. All Rights Reserved. CPaaS, What’s Next: The Enterprise Startups / Internet Fortune 500 SMB / Mid-Market @ https://www.uctoday.com/unified-communications/cpaas/microsoft-takes-on-twilio-with-new-cpaas-offering/ @ https://www.uctoday.com/reviews/unified-comms-reviews/cpaas-reviews/amazon-connect-vs-twilio-flex-comparison-2019/

15. 15 © 8x8, Inc. All Rights Reserved. (Really) Winning the Enterprise: The Challenge The typical SMB & mid-market... SALES & MARKETING LOGISTICS IT PRODUCTIONCUSTOMER CARE Differentiated Needs Multiple Platforms Preferred Communication Channels Distributed Decision Makers Own Sales Channels

21. 21 © 8x8, Inc. All Rights Reserved. Takeaways. CPaaS is old news: it is the way you frame it, the way you sell it and to whom that makes the difference It’s Not about winning the developer anymore: SMB, Mid-Market and Enterprise are the target now Be where your customers are: educate and sell through the customer channel of choice, not yours

23. For tips, updates and the latest information. © 8x8, Inc. All rights reserved. Unless otherwise speciﬁed, all trademarks identiﬁed by the ®, ™, or SM are registered trademarks, trademarks, or services marks respectively of 8x8, Inc. 8x8.com @8x8 facebook.com/8x8Inc linkedin.com/company/8x8 youtube.com/8x8Inc instagram.com/8x8inc

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