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  4. > Cloud Telephony Services in India : Customer Engagement and Experience with Cloud Telephony

Key Findings

•Cloud telephony in India has witnessed growth in adoption during the last few years. This is because the cost and features being offered are more attractive over plain vanilla hosted electronic private branch exchange (EPBX) and PBX solutions.
•The market is being driven by participants that are startups or small and medium businesses (SMBs) and by those that target the SMB and the micro SMB (MSMB) segments.
•Cloud telephony is very attractive to these segments as basic functions and requirements of a company can be completely outsourced and there is no locking in of contracts and equipment.
•Business lead management, tracking of customer engagement and interaction levels, and analytics derived from the cloud platform are the most often sought benefits from cloud telephony.
•As the market is still at a nascent stage, most participants offer the lower range of offerings such as outbound dialers or bulk SMS broadcasting. More sophisticated participants offer application programming interfaces (APIs) and analytics as part of the solution offerings.
•Cloud telephony allows SMBs and MSMBs to choose multiple virtual phone numbers, toll-free numbers, and features such as call routing to ensure that a line never appears to be busy.

Cloud Telephony

Definition
Cloud telephony is a mechanism to deliver telephone applications on the cloud as a hosted solution (such as hosted PBX or a hosted phone system).
Cloud telephony is built on a platform in the cloud through which enterprises can build their own applications using APIs or use existing services from the service provider.
The cloud platform has a Time Division Multiplexing (TDM) Centrex, with lines rented or bought from a service provider at the back end. Due to the telecom regulatory environment in India, cloud telephony done over IP or the Internet is not widely adopted and it is not covered under this definition.

Value Chain Participants
Service Providers

Applications
•Interactive Voice Response Functions (IVR)—Outbound and Inbound
•Call Analytics
•Integration with software such as CRM or ERP
•Virtual Receptionist or Automatic Call Distribution (ACD)
•Fax
•Short Message Service (SMS)
•Contact Center

Research Objectives
•This market insight provides an analysis of the cloud telephony services market in India.
•It analyzes the market trends and vendor profiles for India.

Research Scope
•Geographic Scope: India
•The scope of this research includes service providers that offer cloud telephony solutions.

Research Methodology
•Primary research with service providers
•Frost & Sullivan published research services
•Published news
•Company websites and other secondary sources

The Telecom Regulation Regarding the Mixing of Time Division Multiplexing (TDM) and Internet Protocol (IP) Prohibits Cloud Telephony to be Implemented over IP or the Internet, thereby Slowing Down Adoption as SMBs also Look Towards Implementing VoIP Solutions
•The national telecom policy, which does not allow the mixing of TDM and IP, limits the functionalities and modes of interacting with customers to over Public Switched Telephone Network (PSTN) lines.
•Enterprises are wary of adopting cloud telephony as they are unaware of how scalability, reliability, or upgrading of technology will be dealt with if the telecom environment changes in near future.
•Many enterprises also look towards adopting VoIP solutions to lower call costs within the organization. The requirement of 2 different solutions are hampering the growth of cloud telephony.

There is a Lack of Awareness about Cloud Telephony Technology and the Benefits an Organization will Gain from Implementation of the Solution
•Low awareness on the benefits and the working of cloud telephony is resulting in slow adoption. Enterprises are wary of investing in new technology without fully understanding the risks and benefits.
•Market participants are creating awareness. Therefore, adoption is expected to increase over time.

It is a Cumbersome Process if an Organization has Already Invested in On-premise or Hosted PBX Boxes but Wishes to Scale Up or Gain New Functions through Cloud Telephony
•In many cases, companies that have already invested in an on-premise solution or a hosted solution directly from a telecom provider are wary of the technical difficulty and the cost of scaling up to be done through cloud telephony.
•Many market participants are helping enterprises overcome this challenge by enabling plans such as Bring Your Own Primary Rate Interface (PRI) lines and cards, which can be integrated into the cloud platform.

Table Of Contents

Cloud Telephony Services in India : Customer Engagement and Experience with Cloud Telephony
Executive Summary
Market Overview
Market Trends
Impact of Cloud Telephony
Profiling of Major Market Participants
The Last Word
Appendix
The Frost and Sullivan Story

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