Programmable Communications Outlook and Opportunities
API Driven Communications Power Next Generation Customer and Employee Experiences
16-May-2023
Global
Customer Research
Frost & Sullivan defines programmable communications as any service or solution that enables developers to programmatically embed voice, video, chat, and messaging services within their business or consumer applications, business process or workflow automations. Through application programming interfaces (APIs), programmable communications expose capabilities either within a business’s existing communications infrastructure or as an overlay alongside established communications solutions.
In this context, Communications Platform as a Service (CPaaS) offerings are just one path for businesses and developers to incorporate programmable communications elements into their applications and workflows. Increasingly, open APIs are being incorporated into new and even existing enterprise communications services, including SIP trunking services, unified communications as a service (UCaaS), contact center as a service (CCaaS), and video meetings platforms. Frost & Sullivan anticipates that some level of programmability will be incorporated into every communications service available to business customers over time.
CPaaS and programmable communications solutions exist to automate business processes and workflows and enable customer engagement across a wide array of digital channels. While many of the most common use cases for CPaaS have been focused on enhancing the customer experience (CX), our survey suggests that IT decision makers are looking increasingly inward and leveraging programmable communications to solve more employee experience (EX) challenges. Prior to the COVID-19 pandemic, CPaaS adoption was tied closely to large-scale and slow-moving digital transformation efforts being undertaken by businesses. However, the onset of the pandemic and the ensuing lockdowns and social distancing mandates forced a rapid acceleration of existing digital transformation efforts and launched a multitude of new initiatives. Organizations of all sizes underwent a radical adaptation of their business processes and, in some cases, their entire business models, in order to survive. Engaging with customers via digital channels moved beyond being a differentiator for digital-native companies and instead quickly became part of industry and vertical best practices. However, there are challenges to broad adoption of CPaaS, including a lack of skill set to deploy the solution or an inability to find a trusted provider in the CPaaS space.
As part of our ongoing research, Frost & Sullivan sought to measure the current use and future decision-making behavior toward communications and collaboration solutions across industry verticals, customer segments, job roles and geographic regions. More specifically, this study provides data on adoption drivers and restraints, deployment plans, and perceived benefits and concerns, with regard to programmable communications, APIs, and CPaaS tools.
Author: Michael Brandenburg
Research Objectives
Key Strategic Takeaways
Research Methodology
Respondent Demographics
Respondent Demographics (continued)
Respondent Demographics (continued)
Respondent Demographics (continued)
Market Definition
The Value Proposition of Programmable Communications
Competitive Landscape
Competitive Landscape (continued)
Benefits of Using CPaaS and Programmable Communications
Benefits Analysis of CPaaS and Programmable Communications
CPaaS Adoption Grows and Use Cases Abound
Adoption Analysis of CPaaS and Programmable Communications
Current CPaaS/Programmable Communications Adoption by Region
Planned CPaaS Adoption by Region
Planned CPaaS Adoption by Region
CPaaS Investments
Investment Analysis of CPaaS and Programmable Communications
CPaaS and Programmable Communications Provider Consideration and Evaluations
Understanding Customer Evaluations of Programmable Communications Providers
Top Reason for Not Using CPaaS and Programmable Communications
Challenges Analysis of CPaaS and Programmable Communications
APIs and CPaaS Enhance Unique Workflows in Different Verticals
A Vertical Strategy is Built on Workflow Integration
Enabling Workflows and Embedded Communications in Verticals
Enabling Workflows and Embedded Communications in Verticals (continued)
Enabling Workflows and Embedded Communications in Verticals (continued)
CPaaS Adoption by Industry
CPaaS Adoption by Industry (continued)
CPaaS Adoption by Industry (continued)
Growth Opportunity 1: Transactional CPaaS for Developers and Enterprises
Growth Opportunity 1: Transactional CPaaS for Developers and Enterprises (continued)
Growth Opportunity 2: Programmable Communications at the Core
Growth Opportunity 2: Programmable Communications at the Core (continued)
Growth Opportunity 3: Low-Code/No-Code Solutions for Every Type of Business Developer
Growth Opportunity 3: Low-Code/No-Code Solutions for Every Type of Business Developer (continued)
Growth Opportunity 4: Aligning Pricing Models With Customer Types
Growth Opportunity 4: Aligning Pricing Models With Customer Types (continued)
Why is it Increasingly Difficult to Grow?
The Strategic Imperative 8™
Growth Opportunities Fuel the Growth Pipeline Engine™
List of Exhibits
List of Exhibits (continued)
Legal Disclaimer

- ITDM Survey Respondents by Country, Global, 2023
- ITDM Survey Respondents by Region, Global, 2023
- ITDM Survey Respondents by Industry Sector, Global 2023
- ITDM Survey Respondents by Size of Organization, Global 2023
- ITDM Survey Respondents by Department, Global, 2023
- ITDM Survey Respondents by Age, Global, 2023
- ITDM Survey Respondents by Position, Total, Global, 2023
- ITDM Survey Respondents by C-level Position,Global, 2023
- Most Significant Benefits of CPaaS/Programmable Communications, Global, 2023
- Programmable Communications Solution Adoption Plans, Global, 2023–2025
- CPaaS/Programmable Communications Adoption by Region, Global, 2023
- Planned CPaaS Adoption by Region, Global, 2025
- CPaaS/ Programmable Communications Anticipated Investments, Global, 2023–2025
- Preferred Channels to Source CPaaS Solutions, Global, 2023
- Obstacles to Adoption of CPaaS Solutions, Global, 2023
- CPaaS/ Programmable Communications Current and Future Adoption by Industry, Global, 2023–2025
- CPaaS/ Programmable Communications Current and Future Adoption, Global, 2023–2025
Purchase includes:
- Report download
- Growth Dialog™ with our experts
Growth Dialog™
A tailored session with you where we identify the:- Strategic Imperatives
- Growth Opportunities
- Best Practices
- Companies to Action
Impacting your company's future growth potential.
Deliverable Type | Customer Research |
---|---|
Author | Michael Brandenburg |
Industries | Telecom |
No Index | No |
Is Prebook | No |
Keyword 1 | Unified Communications and Collaboration |
Keyword 2 | CPaaS |
Keyword 3 | Communications Platform as a Service |
List of Charts and Figures | ITDM Survey Respondents by Country, Global, 2023~ ITDM Survey Respondents by Region, Global, 2023~ ITDM Survey Respondents by Industry Sector, Global 2023~ ITDM Survey Respondents by Size of Organization, Global 2023~ ITDM Survey Respondents by Department, Global, 2023~ ITDM Survey Respondents by Age, Global, 2023~ ITDM Survey Respondents by Position, Total, Global, 2023~ ITDM Survey Respondents by C-level Position,Global, 2023~ Most Significant Benefits of CPaaS/Programmable Communications, Global, 2023~ Programmable Communications Solution Adoption Plans, Global, 2023–2025~ CPaaS/Programmable Communications Adoption by Region, Global, 2023~ Planned CPaaS Adoption by Region, Global, 2025~ CPaaS/ Programmable Communications Anticipated Investments, Global, 2023–2025~ Preferred Channels to Source CPaaS Solutions, Global, 2023~ Obstacles to Adoption of CPaaS Solutions, Global, 2023~ CPaaS/ Programmable Communications Current and Future Adoption by Industry, Global, 2023–2025~ CPaaS/ Programmable Communications Current and Future Adoption, Global, 2023–2025~ |
Podcast | No |
WIP Number | K8C9-01-00-00-00 |