How to Achieve Cost-efficient Business Comms

In the run-up to a potential global recession, managing compliance, infrastructure, and multiple suppliers all at the same time, without exponential costs, will likely be a challenging task.

So is it possible to get quality, scalable business comms right without burning through your budget?

Our customer, WhatConverts did just that, and in our latest webinar, our Product Manager Tony Gooch recently got together with WhatConverts’ Michael Cooney to discuss just that. You can watch the full webinar here:

The WhatConverts Story

WhatConverts is an all-in-one lead tracking platform for both marketing agencies and companies.

The company used the CPaaS platform Twilio as a base for their call tracking app because of the amount of manipulation it needs to carry out on the majority of calls coming into its platform.

The strength of Twilio and other CPaaS solutions lies in the platform-level functionality and API support that they offer.

But after using Twilio to great effect domestically, the WhatConverts team became increasingly frustrated in their attempts to scale the CPaaS (Communications Platform-as-a-Service) to new markets and control the costs associated with increased usage.

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The Problem With a CPaaS

CPaaS platforms like Twilio tend to be feature-packed and come with bundled coverage, great for getting started. But these providers are not operators, so the default call plans will usually be made up of aggregated coverage i.e they use other providers to create a comms network.

The main issue with aggregated coverage is that calls are often routed on a least-cost basis, meaning quality can become unpredictable; often dependent on the underlying carrier being used to complete the call.

So if your bundled comms service is using multiple carrier services, you’re going to be paying extra without being able to hold those suppliers accountable. The incentives these carriers give out (reduced cost at higher usage) are geared towards supporting your CPaaS, and even if you’re their biggest customer, they might have different goals and ideals to you.

Additional Hops

Another issue this brings about is that there are now additional network hops between your infrastructure and the people on the other end of the line.

There’s nothing to say the hidden carriers your CPaaS is using aren’t themselves aggregating coverage, meaning you could have two, three or maybe even more different resellers in a chain to get your call from A to B, each adding additional latency and support time.

But WhatConverts didn’t want to start again with a new provider since that would mean losing the existing Twilio code base they’d built for their call tracking services, not to mention all the features they’d come to rely on.

The Solution: Bring Your Own Carrier (BYOC)

You’ve probably heard the term ‘BYOC’ by now.

This is essentially just a name for separating your platform and the underlying telephony you’re using.

This means you get to keep all the features and benefits of the CPaaS platform but use any trusted provider at the telephony layer too. Perfect for a company like WhatConverts.

Ordinarily, it would be a big ask to keep all the things you like about your current provider but replacing the bits you don’t with the benefits of a new partner.

But that’s the beauty of the open environment for SIP-based communications. Different platforms can easily interface with one another. And you don’t even need to be a telco expert to get it set up.

In fact, at the time WhatConverts were a small team, with only one member having programming experience but without a telco background.

Still, it was easy for him to integrate their Voxbone numbers into the Twilio platform.

The Results

Back in 2017, when Whatconverts set this up the savings they were seeing varied, but they estimate they were looking at $3000 to $5000 saving each month on their comms by using Voxbone as their carrier. Plus, the number of minutes used on their platform for call tracking doubled.

Interested in BYOC?

By using Voxbone as your carrier, we can help you scale to markets where the default coverage is expensive, of variable quality or non-existent. Essentially you can keep your CPaaS but save on cast-stacking while provisioning compliant numbers from Voxbone in 65+ countries with just a few lines of code.

As a Tier-1 operator, we provide quality, reliable international numbers that are easy to manage programmatically via a range of APIs…

Talk to our team to get more info.