Creating Competitive Advantages in CPaaS: Enhancing Numbering Intelligence to Optimise User Experiences


The Communications Platform as a Service (CPaaS) market is expected to have a CAGR of 34.3%, between 2020 and 2025, according to Mordor Intelligence. In an increasingly competitive space, providers must find ways to differentiate their offering.
One CPaaS provider was looking for a way to increase satisfaction across its customer and partner base, from application developers within enterprises through to end users, and approached XConnect to see how enhancing its number intelligence could help.

To deliver optimised customer experiences, XConnect recommended using data services to increase the speed of delivery and accuracy of its A2P SMS messaging and voice services.

By working with XConnect, the CPaaS provider gained a partner who was an expert in maximising the potential of number intelligence and could provide unique global data sets.

The Challenge

The CPaaS provider was having success by targeting growth markets like ride-share applications, delivery services and other over-the-top (OTT) services. As competition increased, there was growing pressure on it to guarantee the speed and delivery of A2P messaging and voice calling via the apps, while streamlining its operational performance.

It was essential to its customers that end users receive immediate responses to enquiries and drivers and delivery people could reach them rapidly. Failure to connect calls or delays in message delivery could turn an end user off a service and lead to losses in revenue.

The challenge was to find a simple and fast way to increase performance across both voice and messaging, enabling organisations to deliver sophisticated, multichannel communications and omnichannel experiences. Enhancing one but not the other would leave the CPaaS provider vulnerable to competitors offering consistent performance across both services.

The solution

The CPaaS provider selected XConnect to help it build a business case for enhancing its Mobile Number Portability (MNP) data. XConnect’s high quality Global Number Intelligence enabled it to optimise routing for both voice calls and A2P SMS message delivery.

Today, 100+ countries have implemented MNP, with as many as over 40% of numbers having been ported. By using XConnect’s Number Portability Query service, the CPaaS player was able to route calls and messages without failures or delays due to unknown ported numbers. It provided service level improvements by allowing the CPaaS provider to route directly rather than through multiple intermediaries.

The CPaaS provider was able to take greater control of its data, integrating real-time number portability into its voice and messaging solutions, improving operational performance, and in turn, increasing customer satisfaction.

By delivering accurate and secure MNP data, XConnect helped to optimise the CPaaS provider’s business across its platforms. Greater precision, improved performance and increased speed allowed the CPaaS provider to deliver a simple solution to its customers for high-quality message delivery.

The Benefits:

  • Greater Differentiation – The CPaaS provider is able to compete on quality rather than cost.   
  • New Visibility  – The CPaaS provider gained new visibility and control over its voice and messaging traffic and was able to optimise routing to reduce its cost base. 
  • A Simple Activation XConnect made it easy for the CPaaS provider to expand its data sets with a simple deployment via API, which enabled it to seamlessly integrate the query service into its existing systems. 
  • Expert Support – The provider gained an expert in data quality control and deployment, offering them refined and updated solutions. 

“CPaaS is one of the fastest growing segments of the telecoms market. The challenge is to deliver both voice and messaging services with reliability and consistency. Global number intelligence can deliver an immediate competitive advantage for CPaaS providers and enable them to differentiate with performance. In a high-growth market, the ROI can be exponential.”

Eli Katz, Founder and CEO, XConnect 

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