Today a wide range of cloud communications companies have emerged to offer highly innovative and easy to use voice-based services delivered over the cloud, with all the required benefits of cloud-based delivery models.
In India, the cloud communications market has been a hotbed of activity and in many ways has led the West in terms of its development, though the market has evolved quite differently. Enterprise Messaging, or the more commonly used term ‘Bulk SMS,’ has been the killer application that found almost universal acceptance across industries, and today it is pervasive in almost all of our daily interactions in India.
Unfortunately, this market was almost too successful for its own good, as ‘use’ turned into ‘mis-use,’ and ‘Bulk SMS’ became almost a derogatory term in recent years. This was largely due to regulations that struggled to keep up with the rapidly evolving market, and the famous ‘entrepreneurial spirit’ of the Indian market for exploiting loopholes in the regulatory framework, mostly through rampant abuse of ‘Do-Not-Call’ regulations. Because of this, what started as an incredibly promising industry that India invented ten years ago, has become an industry with most of the major players scrambling to repurpose themselves as media or mobile marketing companies.