We seek to become the AWS for B2B and B2C communication
Voice and Data|February 2021
Infobip operates a full-stack Communications Platform as a Service (CPaaS) with private cloud infrastructure and zero-hop connectivity to telecoms globally. As the company Managing Director Harsha Solanki has quadrupled the turnover of the enterprise in the last four years and is working towards building Infobip as an engineering mitochondrion with its benchmarkdefining CPaaS infrastructure and an innovation-centric perspective. In an interaction with Shubhendu Parth, she talks about the business communication trends, the evolving CPaaS market, and how organizations are adopting omnichannel solution to strengthen customer engagement in the New Normal. Excerpts:
Shubhendu Parth

The work and life in the new normal seems heavily dependent on digital communication technologies. What has been the learning from the pandemic and how is the business communications and messaging sector evolving?

The pandemic has enabled a paradigm shift in the way businesses operate. Digital has now become a fundamental part of an organizational structure. In fact, in the wake of the rise of remote working and studyfrom-home culture, the reliance of individuals on digital technology has also reached a point of inflection, reversing which is no longer possible. Today, customers are using a range of devices and formats to tap into the digital ecosystem and stay connected to the modern world. However, this doesn’t mean that things have remained unchanged because of digital interventions. If anything, it is common knowledge, validated by personal experiences that individuals are struggling to maintain bonds with their acquaintances, friends and family, in the absence of physical interactions, especially when the loss of physical intimacy occurs for long stretches, as has happened to most of us during the initial lockdowns.

The pandemic, therefore, has highlighted the need for brands to be mindful of the basic elements of human interaction. If, as a brand, you need to reach out to your customer, you need to recognize the value of human interaction and empathize with people. Engagement today cannot be focused solely on driving numbers; it needs to deliver value in order to become successful. This is where personalization enters the picture. One of our main lessons from the pandemic is that if you try to translate a square message and force it to pass through a triangular channel, the effort is not going to yield any result. In the post-COVID-19 world, even more so than before, personalizing each instance of communication is necessary to maximize engagement and helping the customer connect with the brand of an emotional level. For instance, a brand can personalize its campaign by deploying it on an event-specific basis, such as the birthday or anniversary of the target customer. This is precisely what we aim to do by empowering enterprises to seamlessly manage the brand experience across an array of channels.

We believe that brands need to understand what customer need, when they need it, and why they need it. Consequently, we are committed to simplifying the complexity of global messaging for our clients, enabling them to effortlessly reach their customers in a personalized manner, while complying with all local regulations.

And which are the hottest sectors? Where do you see the maximum demand coming from?

We are operating in the communications platformas-a-service (CPaaS) market which has been around since 2008. Over the years, it has continued to add new capabilities, including an expanded base of cloud communication channels, as well as packaged modules that perform a specific task like conversational messaging or user authentication. The pandemic has caused the need-gap in this space to widen and leading players are rising to the occasion to resolve them. Take the example of the need for companies to safeguard the privacy and professionalism of remote workers, something that has become an urgent requirement in the increasingly digital-first world of today.

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