The Welcome thanks the sponsors, AWA Network, Automat Berlin, STROLID, Radisys, GoContact, Broadvoice and Telnyx; highlights we're in our 9th year, the first event taking place in Bangkok, 2013, focused on programmable communications. In 2021 across the main programmable communication categories, total revenue is $75B+ UCaaS ($33B), 5% CCaaS ($18B), 20% CPaaS ($11B), 36% Business Messaging ($6B), 30% Identity verification ($4B with TAM of $25B - $55B as its all about customer experience), 60%+ Automation tech ($6B with TAM of $30B), 60%+ Twilio (and many others) do programmable communications CPaaS (think atomic APIs), business messaging (SMS, IP, email), aggregation, authentication, SIP trunking, CCaaS, automation tech, IoT, and much more… Doing telecoms/communications in a web way is changing the market now and into the future, different trajectory to telcos Then introduce some of the fun we have planned over the coming month, including live sessions on 7th and 8th Dec, see the agenda for the details. We are hoping to run TADSummit 2022 in Aveiro, Portugal in the middle of November. That is dependent on a new COVID variant NOT emerging.

1. Programmable Comms Review
Alan Quayle, independent

2. Landscape, Market
Sizing, and Growth
Trends and Strategy
2020 and 2021
Review

3. Landscape, Market Sizing, and Growth

4. 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, ..
Automation Technologies (bots, speech rec, analytics, workflow management, knowledge management,
conversational interfaces, marketing automation)
© Alan Quayle 2021
Programmable Comms Market (CXTech)

5. Consolidation

6. CPaaS – those that identify as + do more than SMS
© Alan Quayle 2021

7. Bottom-up Build of Market Size
Public CPaaS 2018 Revenue
2019 Growth2020 Growth2021 Growth2022 Growth Employees Simple Description
2600Hz / Kazoo 10 30% 30% 25% 25% 40 Refocused on CPaaS / UCaaS enabler with Kazoo
46elks 8 25% 25% 20% 20% 8 Swedish CPaaS
Aculab 25 25% 25% 20% 20% 80 Long established enterprise comms provider
AeriaLink 5 45% 45% 40% 40% 20 Landline messaging
Amazon 180 75% 70% 65% 60% 145
Simple Notifiction Service, MFA, resell of Twilio Voice (but likely
to roll its oen in time), plus voice services like Poly and Chime
Apeiron (bought 2019 Konatel) 2 40% 40% 35% 35% 3 Couple of years old cpaas, based in CA
Apifonica (Dzinga) 10 35% 35% 35% 35% 25 European CPaaS - focused on services
aql 20 35% 35% 35% 35% 80 Long established wholesale telecoms provider
babl.biz 10 35% 35% 35% 35% 20 UK-based CPaaS
Bandwidth 165 30% 40% 35% 32% 400 NAR-focused voice/messaging API (911 focus)
BrightLink 20 40% 40% 35% 32% 30 Cloud based PBX / CPaaS
Callfire 25 40% 40% 35% 35% 90 Voice/SMS customer comms
Callr 5 35% 35% 35% 35% 8 Paris-based CPaaS since 2010
Cequens 45 35% 35% 35% 35% 125 MEA focus
Cloudonix 1 100% 80% 70% 60% Cloud based Asterisk platform
CM 25 20% 20% 15% 15% 100 Dutch Business Messaging / CPaaS
CYDNE 15 35% 35% 30% 30% 80 Notification services (voice and messaging)
Exotel 15 35% 35% 35% 35% 120 India based CPaaS
Flowroute (West) 15 35% 35% 35% 30% 50 NAR-focused SIP Trunking provider
FoneDynamics 5 25% 25% 25% 25% 20 Australian CPaaS bought by Uniti Wireless
hoiio 25 65% 65% 60% 55% 45 Singapore based CPaaS - expanding in Asia
Infobip 400 10% 10% 10% 10% 1800 Original A2P SMS provider, based in Crotia
Intelepeer 170 25% 25% 25% 25% 240
CPaaS products complementary to UC/CC solutions, channel
sales model, expanding internationally
Pre-pandemic 2020 Growth was
estimated to be 30%, but post-
pandemic estimate is 40% (Q1
31%, Q2 40%, Q3 43%, Q4 45%) –
Zoom US DID provision (Colt and
BICS cover international),
Voxbone is still recorded
separately in this sheet.

8. • All depends on your customers mix
• Web companies with role in ecommerce / WFH – massive acceleration in revenue
• Traditional retail / travel verticals (20-80% decline in revenues)
• But, web companies in travel, e.g. Airbnb have maintained CPaaS traffic as people
are still travelling (see next slide) and increased chat around bookings
• General businesses have weathered pandemic with 10-20% decline
• Twilio, Zoom, and a few others in the 100+% growth are more the exceptions
• 5% have 30% increase on pre-pandemic estimates
• 30% have 10% increase
• 45% are unchanged
• 20% have 10% decrease
Impact of Pandemic on CPaaS / Messaging: Mixed

9. US Travel Data: 45% of 2019 in Dec/Jan
(7 day moving average)

10. 0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
1/1/21
1/3/21
1/5/21
1/7/21
1/9/21
1/11/21
1/13/21
1/15/21
1/17/21
1/19/21
1/21/21
1/23/21
1/25/21
1/27/21
1/29/21
1/31/21
2/2/21
2/4/21
2/6/21
2/8/21
2/10/21
2/12/21
2/14/21
2/16/21
2/18/21
2/20/21
2/22/21
2/24/21
2/26/21
2/28/21
3/2/21
3/4/21
3/6/21
3/8/21
3/10/21
3/12/21
3/14/21
3/16/21
3/18/21
3/20/21
3/22/21
3/24/21
3/26/21
3/28/21
3/30/21
4/1/21
4/3/21
TSA checkpoint Travel Numbers 2021 / 2020 / 2019 Q1
2021 Traveler Throughput 2020 Traveler Throughput 2019 Traveler Throughput 7 per. Mov. Avg. (2021 Traveler Throughput) 7 per. Mov. Avg. (2019 Traveler Throughput)
US Travel Data: 65% of 2019 in April 2021

11. 0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
1/1/21
1/3/21
1/5/21
1/7/21
1/9/21
1/11/21
1/13/21
1/15/21
1/17/21
1/19/21
1/21/21
1/23/21
1/25/21
1/27/21
1/29/21
1/31/21
2/2/21
2/4/21
2/6/21
2/8/21
2/10/21
2/12/21
2/14/21
2/16/21
2/18/21
2/20/21
2/22/21
2/24/21
2/26/21
2/28/21
3/2/21
3/4/21
3/6/21
3/8/21
3/10/21
3/12/21
3/14/21
3/16/21
3/18/21
3/20/21
3/22/21
3/24/21
3/26/21
3/28/21
3/30/21
4/1/21
4/3/21
TSA checkpoint Travel Numbers 2021 / 2020 / 2019 Q1
2021 Traveler Throughput 2020 Traveler Throughput 2019 Traveler Throughput 7 per. Mov. Avg. (2021 Traveler Throughput) 7 per. Mov. Avg. (2019 Traveler Throughput)
US Travel Data: 65% of 2019 in April 2021

12. 80% of 2019 – Gap is Mostly International Visitors
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
1/1/21
1/8/21
1/15/21
1/22/21
1/29/21
2/5/21
2/12/21
2/19/21
2/26/21
3/5/21
3/12/21
3/19/21
3/26/21
4/2/21
4/9/21
4/16/21
4/23/21
4/30/21
5/7/21
5/14/21
5/21/21
5/28/21
6/4/21
6/11/21
6/18/21
6/25/21
7/2/21
7/9/21
7/16/21
7/23/21
7/30/21
8/6/21
8/13/21
8/20/21
8/27/21
9/3/21
9/10/21
9/17/21
9/24/21
10/1/21
10/8/21
10/15/21
10/22/21
TSA US TRAVEL NUMBERS
2021 Traveler Throughput 2020 Traveler Throughput 2019 Traveler Throughput 7 per. Mov. Avg. (2021 Traveler Throughput) 7 per. Mov. Avg. (2019 Traveler Throughput)

13. CPaaS
Market Sizing
• Wait a minute!
• Twilio achieved 132%
QonQ revenue growth in
July 2020
• Zoom had 355% QonQ
growth in August 2020
• Exceptions do not make a
market. Overall, 2020
results have been mixed.
0
5000
10000
15000
20000
25000
30000
2018 2019 2020 2021 2022 2023 2024
USD
Millions
Public CPaaS Revenues
SIP Trunking Core API Business Messaging
Authenitcation IoT CCaaS
UCaaS Total

14. CPaaS
Market CAGR
• Core API has peak CAGR in
2020/2021 of 35%
• Growth acceleration in
2021+ from UCaaS, CCaaS,
Authentication as focus
moves to solutions not
atomic APIs
• Significant substitution of
telco revenues (SIP trunking,
enterprise telephony) +
market expansion
0
5000
10000
15000
20000
25000
30000
2018 2019 2020 2021 2022 2023 2024
USD
Millions
Public CPaaS Revenues
SIP Trunking Core API Business Messaging
Authenitcation IoT CCaaS
UCaaS Total

15. CPaaS
Market
Company HQ
• Web companies drive
global volumes – one
account global reach
• US presence is important
for growth – even though
traffic is in EMEA or Asia,
revenue ‘flows’ through US
decisions
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
2018 2019 2020 2021 2022 2023 2024
Revenue Distrubtion by Company HQ
Americas EMEA Asia

16. © Alan Quayle 2020
Business Messaging – SMS Focused

17. Bottom-up Build of Market Size
Business Messaging
Partial list, there's 100+ more, many geographically focused on regions / cities
3C Interactive (IMIMobile) 24 35% 35% 35% 35% 100 SMS shortcode business messaging
ActiveCampaign 100 25% 25% 25% 25% 375
Email marketing, expanded into business messaging and
automation
AirMovil 5 45% 45% 45% 45% 15 Mexico based, business messaging projects
aldeamo 12 35% 35% 35% 35% 50 Latim America based business messaging / aggregation
Avidmobile 8 15% 15% 15% 15% 10 Business messaging with reseller model
avochato 4 65% 65% 65% 65% 18 Business messaging for CRM platforms
Callloop 4 5 Business messaging and calling, not sure of current status
Clickatel 60 20% 20% 20% 20% 140 Business Messaging (less CPaaS focus)
Clicksend 5 50% 50% 50% 50% 18 Oz based aggregator for business messaging
ComAPI 18 25% 25% 25% 25% 45
UK based business messaging aggregator - bought 2017 by
dotdigital (adding services beyong aggregation)
Digital Media Interactive (Parateum) 5 25% 25% 25% 25% 20 Aggregator for business messaging
enageSPARK 3 20% 20% 20% 20% 12 Philippines based business communications workflows
EZTexting 25 35% 35% 35% 35% 110 US based business messaging
gupshup 50 50% 50% 50% 50% 120 India based business messaging raised 40+M
HeyWire (SFDC) 55 30% 30% 30% 30% 100 Business Messaging within SFDC
Hustle 20 25% 25% 25% 25% 80 US based business messaging focused on p2p comms
IMIMobile 170 30% 30% 25% 25% 2000 India based technology and business messaging provider
ImpactMobile 10 20% 20% 20% 20% 20 Business messaging, based in Canada, division of IMIMobile
Lime Cellular 25 35% 35% 35% 35% 45 Business messaging reseller / provider
MacroKiosk 30 25% 25% 25% 25% 60 KL based enterprise messaging / payments
Mediaburst / ClockworkSMS 20 45% 45% 45% 45% 15 Manchester based SMS API / Aggregator
MessageMedia 8 20% 20% 20% 20% 40 Australian Business Messaging

18. Business
Messaging
Market Size
• Biased by bottom-up
CPaaS-focused build,
missing lots of ‘traditional’
telco related A2P revenues.
• Similar CAGR BM = 31%,
CPaaS CAGR = 29%.
• Not trying to be complete
on A2P – focus is API related
(but its all converging).
0
2000
4000
6000
8000
10000
12000
14000
2018 2019 2020 2021 2022 2023 2024
Business Messaging
BM Focused Total inc CPaaS

19. Wholesale
versus
Enterprise
• Similarly, wholesale versus
enterprise misses some of the
traditional A2P revenues.
• Enterprise includes web
companies and ‘aaS providers
(UCaaS / CCaaS)
• Enterprise CAGR 35%,
Wholesale 22% (guarantee
traditional A2P growth is not
22%). Think of it as ‘API’
Wholesale.
0
1000
2000
3000
4000
5000
6000
7000
8000
2018 2019 2020 2021 2022 2023 2024
Wholesale versus Enterprise Messaging
Wholesale Enterprise (inc web and aaS)

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

21. UC / Enterprise Phone System / Collaboration Market Sizing
• Bottom-up analysis is similar to top-down predictions, UC market is approx.
$33B in 2021!
• Dominated by voice traffic.
• Messaging is a small piece: alerts, notifications, and SMS comms from UC
client, <3%
0
5000
10000
15000
20000
25000
30000
35000
40000
2018 2019 2020 2021 2022 2023 2024
Enterprise Voice / UC / Collaboration
Total

22. Voice is BIG!
• It is in decline, about 2% pa.
• $300B in mobile (4T min in US alone, CTIA)
• $100B in international voice (400B min)
• $200B in fixed / VoIP
• UK are still talking 25 min per day (source OFCOM)
• There’s a subtle shift: making it easy to create voice calls
from anywhere (voice API)
• Zoom Phone API
• Zoom Conference API
• 1 min = 1c (retail) = 75kB of data = 0.04c (wholesale)
• BIG well understood market with 96% margin!

23. Customer Communications Market Sizing
• Bottom-up analysis close to top-down predictions, CC market is approx. $18B in 2021 with a
CAGR of 20+%!
• Voice API NOT voice interconnect (wholesale), still $5B by 2024 (includes Twilio Flex)
• Messaging covers mobile marketing, omnichannel, notifications / alerts, chat, not bot
charges or related AI VAS charges. $2B by 2024.
0
5000
10000
15000
20000
25000
30000
35000
2018 2019 2020 2021 2022 2023 2024
Customer Communications
Total Voice API Messaging API

24. TAM $18B includes legacy
CCaaS Landscape
Large (>$500M)
TAM $10B
Emerging
TAM TBD
Medium ($100M-$500M)
TAM $6B
Small ($10M-$100M)
TAM $2B
Wholesale / Interconnect
Telcos…..
CPaaS

25. UCaaS (TAM $33B includes legacy)
UCaaS Landscape (AKA Virtual PBX)
Large (>$500M)
TAM $15B
Emerging
TAM TBD
Medium ($100M-$500M)
TAM $13B
Small ($5M-$100M)
TAM $5B
Wholesale / Interconnect
Telcos…..
CPaaS

26. Key Points
• In 2021 across the main programmable communication categories,
total revenue is $75B+
• UCaaS ($33B), 5%
• CCaaS ($18B), 20%
• CPaaS ($11B), 36%
• Business Messaging ($6B), 30%
• Identity verification ($4B with TAM of $25B - $55B as its all about customer
experience), 60%+
• Automation tech ($6B with TAM of $30B), 60%+
• Twilio (and many others) do programmable communications
• CPaaS (think atomic APIs), business messaging (SMS, IP, email), aggregation,
authentication, SIP trunking, CCaaS, automation tech, IoT, and much more…
• Doing telecoms/communications in a web way is changing the
market now and into the future, different trajectory to telcos

27. TADSummit 2022 November, Aveiro