Monday Morning Impact – February 13

Juniper Research: CPaaS Market to Reach $29 Billion by 2025

A new study from UK-based Juniper Research predicts the CPaaS (Communications Platform-as-a-Service) market will reach $29 billion globally by 2025, rising from $16 billion in 2022. The report suggests that much of the growth will be driven by the SME (Small-to-Medium Enterprise) market segment. In addition, the report predicts CPaaS vendors will further focus on the provision of value-added features that enable platform users to fully maximize the benefits of rich media channels though the inclusion of tools, including workflow builders and AI-based chatbot solutions.

“CPaaS vendors now compete on the capabilities of managed services to attract SMEs,” said report author Sam Barker. “As many of these smaller enterprises lack in-house development facilities, they will choose the CPaaS platform that provides the most comprehensive managed services for rich media channels.”

The report predicts SMS traffic revenue will still account for over 50% of all CPaaS revenue by 2025, owing to its established reliability in termination for traffic such as MFA (Multi-factor Authentication).

However, the report forecasts that rich media channels, such as email and social media, will continue to expand, and account for over $10 billion of revenue by 2025, representing over 40% of the CPaaS market value. As a result, platforms that fail to include managed services for rich media services in their three-year plans risk missing out on the substantial growth predicted for the CPaaS market.

Juniper Research provides research and analytical services to the global hi-tech communications sector, providing consultancy, analyst reports and industry commentary. The report is entitled, “CPaaS: Market Outlook, Emerging Opportunities & Forecasts 2023-2027.”

Channel Impact^®
Partners often focus on the development and sale of managed services that enable the creation and management of rich media content over channels such as OTT business messaging, email, and social media.

AppDirect Acquires TBI

AppDirect, a San Francisco-based B2B subscription commerce platform, has acquired TBI, another technology service aggregator.

Combining AppDirect and TBI is expected to help advisors accelerate growth through an extensive multi-category catalog, the ability to offer more value-added services, and provide enhanced customer service.

“This is a crowning achievement that gives shape to the relationship-based marketplace approach we believe is the way of the future for B2B commerce,” said Nicolas Desmarais, Chairman and CEO, AppDirect. “By combining the power of our platform and our entire ecosystem with TBI’s approach to the advisor-business relationship, we can provide a level of service for advisors that goes well beyond what has been achieved before.”

“Our advisors will now have access to the world’s most diversified and largest catalog of technology solutions, making it easier for them to sell and cross-sell a much greater range of products to their customers, and drive new sources of revenue,” said Geoffrey Shepstone, President, TBI. “They will also be able to manage their entire business in one place. The AppDirect platform provides businesses and partners with access to identity management, data visualization, workflow, and applications management solutions to help them manage all of their technology through the AppDirect Marketplace.”

CDPQ, a global investment group and investor in AppDirect since 2020, provided primary financing to AppDirect for this acquisition. Additionally, Mesirow Investment Banking served as the exclusive financial advisor and Vedder Price served as legal advisor to TBI on this transaction.

Terms of the sale were not disclosed.

Channel Impact^®
This combination significantly increases AppDirect’s existing contingent of technology advisors. TBI’s engineering and educational resources will provide an enhanced level of support and enablement.

Pax8 Appoints Rob Rae as CVP of Community and Ecosystems

Pax8, a Denver-based cloud commerce marketplace, has announced that Rob Rae has joined the company as Corporate Vice President of Community and Ecosystems. In addition to hosting Pax8’s inaugural Beyond 2023 conference in June, he will be responsible for continually improving and growing MSP relationships, providing guidance and consultation to implement new programs that champion the IT channel market, and partnering with the Channel team on industry events and community operations that enhance the partner experience globally.

Rae will report to Nick Heddy, Chief Commerce Officer at Pax8.

“Rob is a well-respected IT channel veteran and considered by many the most influential person in our partner ecosystem,” said Heddy. “He has dedicated his career to enabling the IT channel to grow, get efficient, and build thriving businesses. We are excited to welcome Rob to the team, where we believe he will bring tremendous value to our partners, people, and the industry.”

Rae comes to Pax8 with more than 25 years of technology and business-to-business experience. He most recently held the position of Senior Vice President of Business Development at Datto, where he played a crucial role in developing Datto’s go-to-market strategy focused on partner growth. He was also instrumental in developing the company’s business practice to the level of a public company.

“I have always admired the incredible culture and company that Pax8 has built over the years, and I am thrilled to be part of the team,” said Rae. “I have spent my career helping partners transform into modern MSPs, and in this new role, I will be able to leverage my experience across the entire technology stack. I look forward to diving in, supporting global teams, and continuing the great momentum for Pax8 and the IT channel industry.”

Rae is an award-winning speaker who has been recognized on many executive industry influencer lists. He sits on several industry advisory boards.

Channel Impact^®
Rae has a solid reputation in the technology channel that is likely to raise the profile for Pax8 at the same time that he raises the caliber of strategy.