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Gartner report: Innovation Insight for Conversational Platforms in Digital Commerce (Limited Period Access) Read Report

The 2020 Gartner Market Guide for Communications Platform as a Service (CPaaS) reveals LINK Mobility’s strong position as a CPaaS player, detailed below.

For access to the full Gartner report, please go to Gartner’s website or check out our latest reports here.

Agile Digital Communications

According to the 2020 Gartner Market Guide for CPaaS, “COVID-19 has created demand scenarios for agile digital communications to generate greater operational efficiencies at enterprise scale.” During local or global challenges, such as the corona virus, CPaaS providers can help companies stay in business and even thrive by connecting to customers digitally.

These are times when customers particularly want to hear from brands, whether it’s related to online deals, different store hours, or new pandemic measures. The crisis has changed the way brands and people communicate – increasingly it is more digital. Not only do customers want to hear from businesses, but they want to be able to reach out to businesses as well, for things like:

  • Help

  • Questions

  • Customer support

With a CPaaS provider like LINK Mobility (LINK), the channel of preference can be chosen to tailor the experience to each customer and how they like to communicate. CPaaS services aren’t just for brands though; they are also key for nonprofits and governments. During the COVID crisis, LINK helped governments share urgent and relevant information with citizens to keep people up to date and safe.

Scalability and Future Plans

The Gartner report recommends that businesses pursuing a CPaaS provider should “review the full CPaaS product portfolio when selecting a CPaaS provider, along with the provider’s scalability and product roadmap plans. Although you may be starting with basic SMS, A2P and voice, your team may soon be adding messaging apps, email, omnichannel, AI, video, security and payments in six months.” No matter what your starting point is, LINK has many different products and channels to suit your needs – from the beginning of your CPaaS journey and as you develop more in-depth communication needs. In order for you to reach your customers, and for them to reach you, we offer

New channels are constantly being added. LINK also has a range of products:

We plan to continue to grow our offerings and features to be able to provide businesses and customers new and relevant channels and technologies to be able to connect with each other in a two directional way.

Five-Layer CPaaS Architecture

In Gartner’s figure above, each layer represents a different aspect of communication services. According to Gartner.

  • “Foundational — These communications modules (aqua) are common communications APIs requested by customers today.

  • Emerging — These communications modules (mid-blue) are receiving increasing customer demand.

  • Potential differentiation — These communications modules (dark blue) represent potential sources of differentiation or nascent market demand.”

LINK has something to offer from each of these categories. For example, in the foundational layer, we offer SMS, Voice, WhatsApp, 2FA, and more. In terms of the wrappers layer, or use cases, LINK covers authentication and notification messages. We also cover emerging communications, including omnichannel messaging, email, and RCS. Lastly, LINK is differentiated from other companies by our extra offerings, such as emergency services (like working with governments during the COVID-19 crisis) and payments (through our LINK Mobile Invoice product). To learn more about what we offer, get in touch or check out our products.


Gartner found that “customers equally value analytics, which allows them to visualize, monitor and quantify the status and robustness of their CPaaS deployment.” At LINK, we offer a product called the LINK Insight Dashboard. This allows you to improve results and increase customer satisfaction by providing a clear picture of customer activities, real time monitoring of campaigns, and the possibility to compare performance within your industry. You can define time periods, filters, and data in your dashboard. Develop and improve your mobile communications with analytics using the LINK Insight Dashboard.

Visual Builders

The Gartner report also discusses how “CPaaS users have shown interest in leveraging visual builders to build out an omnichannel customer experience.” Through LINK Conversations and the LINK Flow Builder, you can create engaging dialogues with customers. Starting with the Flow Builder, a visual drag-and-drop builder to create user-friendly chats. This is where you can make campaigns and orchestrate dialogues. The flows use rule-based bots to execute individual conversations. This is then integrated with LINK Conversations, an easy to use API and interface where you can create branded messages with rich content and suggested responses, with new channels frequently added. Our visual builder simplifies your communications and ensures a great user experience.

Mobile Payments

“COVID-19 has spurred the demand for CPaaS payments. Buyers and vendors are pivoting away from traditional paper currency,” write the authors of the Gartner report. Not only are people moving away from paper money and invoices for environmental reasons, they are also more conscious of staying germ-free and safe. LINK has had our Mobile Invoice product long before COVID-19 as it ensures businesses get paid faster and bad debts are reduced. You can integrate multiple payment channels and payment is secure for all parties involved. Furthermore, your customers will be reassured by the company branding when they receive the bill and on the channel that they use most.

For access to the full Gartner report, fill out the form above. To learn about how LINK Mobility can serve your business, contact us here.

Gartner Market Guide for Communications Platform as a Service, Daniel O'Connell, Lisa Unden-Farboud, 14 October 2020

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, express or implied, with respect to this research including warranties of merchantability or fitness for a particular purpose.

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