Dan Nordale
As Flowroute CMO, Dan Nordale is responsible for scaling the market presence of Flowroute, a leading provider of communication services...
Read Full Bio >>

Dan Nordale | May 25, 2016 |


Utilizing APIs to Advance Telecom, Business Growth, Customer Experience

Utilizing APIs to Advance Telecom, Business Growth, Customer Experience Organizations that don't embrace communications APIs will struggle to keep pace with needs of modern consumers.

Organizations that don't embrace communications APIs will struggle to keep pace with needs of modern consumers.

Developers and enterprises are under constant pressure to keep pace with the rapidly evolving competitive landscape. Success often hinges on getting to market quickly to capitalize on opportunities while delivering an excellent customer experience; this is particularly the case with communications services embedded in online and mobile applications.

The pressure builds further with in-app customer interactions, frequently being high risk and high reward. If it works well, you earn a loyal customer; with a poorly executed communications experience, saving that customer relationship can be nearly impossible.

This isn't a new idea. Organizations realized long ago that providing helpful, efficient communication experiences, particularly when customers' needs are urgent, can pay huge dividends. Digital businesses have built contact centers to assist customers when they needed help, but this still isn't always the ideal experience. Calling a contact center for online support is forcing customers to a different channel, which damages brand perception and loyalty. It also is a challenging support experience because the context of the customers' issues has to be relayed verbally to agents.

The biggest barrier to triggering context-aware interactions has been legacy telecommunications carriers singularly focused on traditional telephone usage. Profitable telecom equipment providers and carriers, weighed down by massive legacy investments, haven't been motivated to break the existing models.

The rise of the telecom API economy offers the means for digital businesses to create the seamless customer experiences they have longed to deliver. This experience includes consistent, personalized interactions through communications services like voice and text messaging. The revolution in communications is not being delivered by enlightened carriers, but by the same driving force behind the entire digital evolution -- software developers.

In the past 10 years, the number of public APIs has grown from only 350 to more than 11,000, and that figured doubled in just the past 18 months. Giving developers programmatic control via APIs enables innovative ideas that couldn't previously be obtained. Now developers are able to get their ideas to market more rapidly, sidestepping the huge upfront investments in hardware, custom integration and, most painful of all, time.

According to Market Research Engine, the global telecom API market will grow at a CAGR of 24% and is expected to reach $325 billion by 2022. APIs are being utilized to expose a range of communications resources including messaging, location, and payment. But more importantly, it is empowering businesses to deliver customer satisfaction and build brand loyalty by providing a simpler, seamless consumer experience.

The level of accessibility and speed of integration inherent in APIs makes it easier for developers to add calling and messaging capabilities to their apps, transforming the user experience. What used to take months to code can now be developed almost instantaneously with APIs, enabling developers to complete product integrations quickly.

Companies like AirBnB and are taking advantage of telecom APIs to add calling and messaging functionality directly to their apps, making the customer experience more seamless than ever. Specifically, utilizes the programmatic control enabled by APIs to send automated reminder calls, text messages and emails for upcoming appointments. With innovators like bringing these powerful services to market, businesses can rapidly and easily automate calling and messaging processes and reinvest valuable time and capital in other areas of their businesses.

Another telecom API use case that is streamlining businesses, as well as improving the customer experience, is payment services. Through APIs, such as those offered by 2Checkout, companies can seamlessly integrate checkout and payment services. These services not only offer full control of the buying experience but are also customizable to align with the brand experience. Other benefits include recurring billing and fraud protection, streamlining the process for both the business and the consumer.

Through location-based APIs, enterprises can utilize location data to offer customers relevant information and promotions. Take Uber for example. The company uses APIs to highlight estimates for pick-up times and prices within Google Maps. Another example is Yelp, which utilizes Google Maps to highlight the restaurant's location on the restaurant's webpage.

These examples require organizations to have large development teams to correlate location information from the GPS capabilities of mobile devices to the map application. Most companies, however, want to present contextually relevant information to users based on their locations, without having to match locations up with local services and map APIs. This is where telecom service providers can provide simple, valuable services through APIs. As a result businesses can easily provide relevant information and offers to consumers that are facilitated by location services, fueled by mobile networks, and delivered via APIs to developers.

Driving Innovation in the Digital Era
These examples demonstrate that providing, and monetizing, information and services in a way that the software development community can consume is the catalyst to communications innovation. We live in the API economy and the communications incumbents, not surprisingly, have been slow to react. New businesses models have emerged to fill the vacuum, providing developers programmatic access to information and communications-related services, to the benefit of consumers.

We as consumers now expect to be able to connect to the right person or other resources via apps. And not just that, but we expect the experience is seamlessly and flawlessly transmitted. We expect to receive only relevant proactive information or offers based on where we are or what we are doing. Communications APIs are empowering developers across all industries to reach a wider audience, position their offerings to their target markets, unlock new opportunities and allow enterprises to grow through continued innovation.

As the digital landscape evolves, the modern consumer experience flows directly through the effective utilization of communications APIs -- organizations that fail to embrace this trend will struggle to keep pace.


September 26, 2018

Join Kevin Kieller, Microsoft UC&C expert, along with Ribbon Communications and Polycom, for an update on Microsoft Ignite, and a focus on critical things you need to know about your voice depl

August 29, 2018

Moving your voice services to the cloud introduces new challenges for 9-1-1 services. These include the need to serve multiple locations, and the increased mobility that comes with having a phone t

August 8, 2018

Artificial intelligence (AI) is becoming a reality for your contact center. But to turn the promise of AI into practical reality, there are a couple of prerequisites: Moving to the cloud and integr

March 12, 2018
An effective E-911 implementation doesn't just happen; it takes a solid strategy. Tune in for tips from IT expert Irwin Lazar, of Nemertes Research.
March 9, 2018
IT consultant Steve Leaden lays out the whys and how-tos of getting the green light for your convergence strategy.
March 7, 2018
In advance of his speech tech tutorial at EC18, communications analyst Jon Arnold explores what voice means in a post-PBX world.
February 28, 2018
Voice engagement isn't about a simple phone call any longer, but rather a conversational experience that crosses from one channel to the next, as Daniel Hong, a VP and research director with Forrester....
February 16, 2018
What trends and technologies should you be up on for your contact center? Sheila McGee-Smith, Contact Center & Customer Experience track chair for Enterprise Connect 2018, gives us the lowdown.
February 9, 2018
Melanie Turek, VP of connected work research at Frost & Sullivan, walks us through key components -- and sticking points -- of customer-oriented digital transformation projects.
February 2, 2018
UC consultant Marty Parker has crunched lots of numbers evaluating UC options; tune in for what he's learned and tips for your own analysis.
January 26, 2018
Don't miss out on the fun! Organizer Alan Quayle shares details of his pre-Enterprise Connect hackathon, TADHack-mini '18, showcasing programmable communications.
December 20, 2017
Kevin Kieller, partner with enableUC, provides advice on how to move forward with your Skype for Business and Teams deployments.
December 20, 2017
Zeus Kerravala, principal analyst with ZK Research, shares his perspective on artificial intelligence and the future of team collaboration.
December 20, 2017
Delanda Coleman, Microsoft senior marketing manager, explains the Teams vision and shares use case examples.
November 30, 2017
With a ruling on the FCC's proposed order to dismantle the Open Internet Order expected this month, communications technology attorney Martha Buyer walks us through what's at stake.
October 23, 2017
Wondering which Office 365 collaboration tool to use when? Get quick pointers from CBT Nuggets instructor Simona Millham.
September 22, 2017
In this podcast, we explore the future of work with Robert Brown, AVP of the Cognizant Center for the Future of Work, who helps us answer the question, "What do we do when machines do everything?"
September 8, 2017
Greg Collins, a technology analyst and strategist with Exact Ventures, delivers a status report on 5G implementation plans and tells enterprises why they shouldn't wait to move ahead on potential use ....
August 25, 2017
Find out what business considerations are driving the SIP trunking market today, and learn a bit about how satisfied enterprises are with their providers. We talk with John Malone, president of The Ea....
August 16, 2017
World Vision U.S. is finding lots of goodness in RingCentral's cloud communications service, but as Randy Boyd, infrastructure architect at the global humanitarian nonprofit, tells us, he and his team....
August 11, 2017
Alicia Gee, director of unified communications at Sutter Physician Services, oversees the technical team supporting a 1,000-agent contact center running on Genesys PureConnect. She catches us up on th....
August 4, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, has lately been working on integrating enterprise communications into Internet of Things ecosystems. He shares examples and off....
July 27, 2017
Industry watcher Elka Popova, a Frost & Sullivan program director, shares her perspective on this acquisition, discussing Mitel's market positioning, why the move makes sense, and more.
July 14, 2017
Lantre Barr, founder and CEO of Blacc Spot Media, urges any enterprise that's been on the fence about integrating real-time communications into business workflows to jump off and get started. Tune and....
June 28, 2017
Communications expert Tsahi Levent-Levi, author of the popular blog, keeps a running tally and comprehensive overview of communications platform-as-a-service offerings in his "Choosing a W....
June 9, 2017
If you think telecom expense management applies to nothing more than business phone lines, think again. Hyoun Park, founder and principal investigator with technology advisory Amalgam Insights, tells ....
June 2, 2017
Enterprises strategizing on mobility today, including for internal collaboration, don't have the luxury of learning as they go. Tony Rizzo, enterprise mobility specialist with Blue Hill Research, expl....
May 24, 2017
Mark Winther, head of IDC's global telecom consulting practice, gives us his take on how CPaaS providers evolve beyond the basic building blocks and address maturing enterprise needs.
May 18, 2017
Diane Myers, senior research director at IHS Markit, walks us through her 2017 UC-as-a-service report... and shares what might be to come in 2018.
April 28, 2017
Change isn't easy, but it is necessary. Tune in for advice and perspective from Zeus Kerravala, co-author of a "Digital Transformation for Dummies" special edition.
April 20, 2017
Robin Gareiss, president of Nemertes Research, shares insight gleaned from the firm's 12th annual UCC Total Cost of Operations study.
March 23, 2017
Tim Banting, of Current Analysis, gives us a peek into what the next three years will bring in advance of his Enterprise Connect session exploring the question: Will there be a new model for enterpris....
March 15, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, discusses the evolving role of the all-important session border controller.
March 9, 2017
Organizer Alan Quayle gives us the lowdown on programmable communications and all you need to know about participating in this pre-Enterprise Connect hackathon.
March 3, 2017
From protecting against new vulnerabilities to keeping security assessments up to date, security consultant Mark Collier shares tips on how best to protect your UC systems.
February 24, 2017
UC analyst Blair Pleasant sorts through the myriad cloud architectural models underlying UCaaS and CCaaS offerings, and explains why knowing the differences matter.
February 17, 2017
From the most basics of basics to the hidden gotchas, UC consultant Melissa Swartz helps demystify the complex world of SIP trunking.
February 7, 2017
UC&C consultant Kevin Kieller, a partner at enableUC, shares pointers for making the right architectural choices for your Skype for Business deployment.
February 1, 2017
Elka Popova, a Frost & Sullivan program director, shares a status report on the UCaaS market today and offers her perspective on what large enterprises need before committing to UC in the cloud.
January 26, 2017
Andrew Davis, co-founder of Wainhouse Research and chair of the Video track at Enterprise Connect 2017, sorts through the myriad cloud video service options and shares how to tell if your choice is en....
January 23, 2017
Sheila McGee-Smith, Contact Center/Customer Experience track chair for Enterprise Connect 2017, tells us what we need to know about the role cloud software is playing in contact centers today.