The market is clearly moving towards tighter integration between unified communications (UCaaS) and contact center (CCaaS), driven by both customer demand and vendor programs – presenting an opportunity for service providers to differentiate with value-added services on a converged platform. Here we explore the options for service providers to integrate their UCaaS and CCaaS solutions into a more converged offering.
Major UCaaS / collaboration providers like Microsoft (with Operator Connect), Cisco (Webex), and Zoom (Provider Exchange) are pushing initiatives to make it easier for service providers to integrate their platforms with calling services. These are aimed at driving more automation and ease of integration for service providers, allowing them to offer a more seamless converged solution to enterprise customers.
The convergence of UCaaS and CCaaS is seen as a way for service providers to add more value-added services on top of the core communications platforms, rather than just competing on basic connectivity. There is a particular focus on targeting the SMB market with these converged offerings, as SMBs are seen as having greater growth potential compared to the more saturated enterprise segment.
The AudioCodes Perspective
AudioCodes views the convergence of UCaaS and CCaaS as a chance for service providers to differentiate and add more value, rather than just competing on basic connectivity. Their platform approach is designed to enable this through flexibility, openness, and a focus on value-added services.
The company’s Director of Service Provider Business, Roy Dehing, told us:
“Where we see more money-making here, is to tie a value-added service on top of PSTN enabled services. Including the right automation and scalability to address an even wider market like the untapped SMB market.“
AudioCodes’ Live Platform is positioned as a service delivery platform that enables service providers to converge their UCaaS and CCaaS offerings. Features include:
- Bringing Numbers and Connectivity: The core of the Live Platform is the ability for service providers to bring their own numbers, whether fixed or mobile, and integrate their own connectivity. This gives service providers the flexibility to leverage their existing assets.
- Integrating with UCaaS and CCaaS Platforms: The Live Platform is designed to integrate with a wide range of UCaaS and CCaaS platforms, including Zoom, Microsoft Teams, and Cisco Webex. This allows service providers to offer a truly converged solution to their customers.
- Enabling Value-Added Services: In addition to the core communications capabilities, the Live Platform also supports the delivery of value-added services. This includes AudioCodes’ own services like VOCA for contact center, Meeting Insights for meeting intelligence and productivity, Interactions Insights for compliance recording, and Mobile Connect for fixed-mobile convergence.
- Open to Third-Party Services: Importantly, the Live Platform is not limited to just AudioCodes’ own value-added services. It is also designed to integrate with third-party services, giving service providers the flexibility to build their own differentiated offering.
- Automation and Scalability: A key focus of the Live Platform is to provide the automation and scalability that service providers need to efficiently deliver these converged UCaaS and CCaaS solutions, especially in the SMB market.
As Roy explains:
“To unlock success in the enterprise space, you must deliver value-added services tailored to their needs. Similarly, to replicate that model for small and medium-sized businesses (SMBs), a marketplace strategy is essential.
By partnering with a marketplace vendor, you can introduce automation and scalability that streamline operations and enhance offerings. Without this, you’re destined to fall short.
Take Vodafone UK as an example: as a consumer, I can sign up for a mobile plan – grabbing a data package or subscription, choosing an iPhone or Samsung device – and now, I can even bundle in Netflix, Amazon, or Disney subscriptions, all under one roof. That seamless, integrated B2C experience? It’s time to translate that same convenience and value into the SMB world.”
The Opportunity for Service Providers
The convergence of UCaaS and CCaaS presents both a challenge and an opportunity for service providers. As major platform vendors like Microsoft, Cisco, and Zoom push initiatives to make integration easier, service providers must adapt to deliver a more seamless converged offering to their customers.
However, as AudioCodes’ Dehing emphasizes, the real key to success lies in the ability to add value-added services on top of the core communications capabilities. Whether it’s contact center functionality, meeting insights, compliance recording, or mobile integration, these value-added services are where service providers can differentiate and drive greater profitability.
