Let’s face it, the world of technology is brimming with confusing terms, initialisms, and acronyms, sure to fluster even the savviest businessman from time to time. The only way to cut down on the complications is to make sure you understand the most important terms – the ones that are disrupting and shaping the marketplace today. One particularly important concept to pay attention to this year is “CPaaS” – otherwise known as the Communications Platform as a Service strategy.

You may have already encountered CPaaS from a range of big-name providers in today’s Comms space. After all, everyone from Nexmo to Twilio has their very own CPaaS solution – designed to help you make sense of the cloud, and build the communications structure that works best for your needs. Today, we’re not going to discuss the best providers on the market, but instead look at what CPaaS actually is, and what you can do with it.

What is CPaaS? Your Next Communications Strategy

CPaaS is kind of like the building blocks that you use to lay the foundations of your communications strategy. With CPaaS, you open the door to countless potential opportunities for interacting on an internal and external basis. For instance, you can connect with your customers through video calls, or instant messaging, voice and SMS. Depending on what you need for your industry, CPaaS can be easily transformed and adapted to suit your requirements.

The underlying magic of CPaaS comes with “APIs”.  The flexibility of CPaaS allows companies to develop the communications strategy that works best for them rather than simply accept the off-the-shelf solutions.

Understanding APIs

Think about how you communicate with the latest computer programs today. For instance, when you pick up your phone, you might not always type a query into Google, but instead ask your virtual assistant to find an answer to a question for you. The way that virtual assistant communicates with other computer programs to get you the answers you need, is by using APIs. APIs allow you to connect different technology across a network, a way of connecting one application to another without building the code from scratch.

In Telephony, APIs can open a pathway for conversation between your telephony and computer systems. In the past, businesses who needed customisation options would be forced to create their own applications that could perform crucial functions. However, that’s a complex process and not something every company can afford to do. The APIs that CPaaS delivers can give businesses more affordable methods of extending and customising their solutions. Just think of Uber as an example, they use CPaaS through Twilio to communicate every day.

The Possibilities of CPaaS

CPaaS is a powerful opportunity for companies of all shapes and sizes. By the end of 2019, we’re expected to see a market value for CPaaS of around $8.1 billion. As market leaders continue to invest in new innovations, the world is moving more actively towards a powerful CPaaS future. After all, cloud computing is an important part of the future, CPaaS offers the flexibility, security, and scalability that we need to deploy the cloud for communications.

Already, developers are investing in the next level for CPaaS communications, offered by contextual strategies that allow businesses and customers to collaborate on a deeper level. Integrated services with CPaaS can instantly transform efficiency and productivity in the workplace while personalising workflows to make transitioning between tasks easier than ever.

CPaaS might be a complex term for beginners to understand, but it’s definitely something worth learning about, as it continues to disrupt and transform the industry.

A clear differentiator for any business looking to separate their customer engagement from the competition.