The UC and CC observability market has experienced a major shift in recent years. In the high-stakes world of Unified Communications and Contact Centres, observability tools have gone from being optional to becoming a vital operational backbone.
The UC (Unified Communications) and CC (Contact Centre) observability market has experienced a major shift in recent years. In the high-stakes world of Unified Communications (UC) and Contact Centers (CC), observability tools have gone from being optional to becoming a vital operational backbone. While basic monitoring shows if a system is down, observability explains why the experience is deteriorating, often before users even notice. Observability signals (also called telemetry) are the external outputs generated by a system, such as software applications, infrastructure, or networks. These signals help engineers understand the internal state.
In modern distributed systems, these signals are essential for identifying, investigating, and resolving "unknown unknowns," unpredictable issues that impact system reliability and that traditional, reactive monitoring cannot detect. When a live agent follows a script, the process is predictable. When an AI agent or an AI-powered tool manages a call, the process becomes dynamic and complex. Observability isn’t about collecting more data - it's about understanding the relationships between the data you already have. Correlation is the ability that distinguishes effective observability from just advanced data collection.
Why Are Observability Tools Becoming Essential for Large Enterprises?
As Contact Centers move toward autonomous AI agents, the systems have become non-deterministic. Traditional monitoring can tell you if a bot is "on", but it cannot tell you if the bot is "the right bot". Observability provides the visibility needed to understand the reasoning paths of AI agents. Observability also allows questions to be asked, which include: “Please tell me which servers are down now? What are the issues with the UC telephony and workplace collaboration tools within a certain cluster? What is the root cause of the outage?"
Modern distributed systems are far too complex to analyse in isolation. To have a clear picture of what’s happening beneath the surface, teams depend on the core pillars of observability - logs, metrics, and traces to interpret system behaviour from the signals it produces.
The enterprise landscape is now rarely controlled by a single vendor. Most large firms run a mix of Microsoft Teams (UC), Zoom (UC), Cisco, Genesys, NICE, or Avaya (CC), and point or specialised native AI solutions. Overlays, monitoring, and observability act as the "Single Pane of Glass" that correlates signals across these disparate platforms.
New data residency laws in APAC and the Middle East mean organisations must prove where their data is being processed in real time. Observability transforms compliance from a "manual checklist" into a continuous, automated process.
IR works closely with the leading vendors in the 2025 Asia-Pacific AI and CX Buyers' Guide.
IR (Integrated Research), primarily through its Prognosis and Iris platforms, remains a dominant force in the UC and CC Observability market by specialising where general-purpose tools often struggle. IR combines deep domain specialisation, telemetry capabilities, multi-vendor visibility, and a long operational history in communications performance management.
IR partners with top vendors listed in the CrayonIQ 2025 AI and CX Asia Pacific Buyers Guide, including Genesys, Cisco and Avaya. Many of these vendors provide a mix of UC and CC solutions, while some focus exclusively on CX and AI features. In 2026/2027, they are enhancing their observability features for use in NiCE and other upcoming CC environments.
Domain Specific Visibility
They address a specific business pain point more effectively than generic tools. UC and CC teams require visibility into call quality, user experience, endpoints, network paths, and service dependencies; IR’s positioning relies on that comprehensive communication view.
Iris AI Assistant
IR has integrated Iris, a generative AI assistant embedded directly into the Prognosis platform. Iris allows non-technical stakeholders to create high-level performance reports, reducing the workload for specialized UC engineers.
25 Years of Operational Intelligence
IR leverages operational expertise from years of incident data. IR’s UC product is backed by 25 years of real-world customer incidents, assisting with thresholds, troubleshooting, and optimization. This track record is difficult to match. Their observability solution aims to simplify complex telemetry into clear answers, reducing diagnosis time and helping to predict disruptions.
Full Stack Observability
Unlike tools that only monitor the "cloud layer," IR offers deep visibility from the endpoint and local network all the way through the SBCs (Session Border Controllers) to on-premise, hybrid, and cloud environments.
Regulated Industry Strength
They support complex, regulated environments, which have helped them secure major deals in government, financial services, defense, and telecommunications. IR emphasizes support for regulated sectors, data residency needs, and distributed operations.
Architecture Flexibility
IR’s Observability solutions support various architectures. On-premises calling and recording are vital for many large enterprises in mission-critical industries. Their ability to solve customer issues across any architecture distinguishes them from competitors in the Asia-Pacific and Middle East regions.
Data Residency & Compliance
As many APAC and Middle Eastern markets enforce strict data residency rules, IR’s ability to monitor both on-premises legacy hardware and cloud-native services from a single dashboard is a vital compliance advantage.
The next 12 months will be critical for IR. IR continues to invest heavily in the Observability space. In 2025, they launched their first AI product, Iris, a natural language AI interface that enables deeper discovery and is foundational to a broader AI-enabled innovation strategy, with the ability to automate root cause analysis. In the next phase, Iris will deliver predictive insights instead of reactive alerts to improve operations in complex multi-vendor ecosystems.
IR also introduced Elevate (Prognosis-as-a-service), giving clients the option to access Prognosis either as a service or on-premises. IR Labs, a new standalone AI-powered product, is set to launch in 2026. These investments emphasize their shift toward Experience-Centric Observability. By linking observability insights to employee productivity and customer experience outcomes, they are focusing on the user experience rather than just monitoring infrastructure health.
Over the next 12 months, we expect IR to:
Offer Managed capabilities for MSPs. This allows MSPs to provide OaaS (Observability as a Service) to their customers, enabling them to use monitoring technologies without managing the complex internal tools themselves.
Expand its presence throughout the Asia Pacific and Middle East markets by targeting major
Enterprise accounts in Government, Defense, Telecommunications, and Financial Services. This also involves leading operational resilience initiatives in regulated industries by supporting compliance, service assurance, and business continuity.
Become a leader in Unified Communications and Contact Center Observability instead of just being a generic monitoring vendor. The focus will be on enhancing Experience-Centric Observability through data-driven insights.
Who’s Leading, Who’s Emerging, and What Buyers Need to Know
The APAC Contact Centre CX Platforms with AI Buyer's Guide was launched in September 2025 to reframe how Asia Pacific enterprises evaluate the vendor landscape, with AI no longer a side note, but the headline.
For too long, buying decisions have leaned on information from Global research houses that were heavily influenced by North American benchmarks, leaving APAC enterprises questioning which vendors are truly innovating, winning, and delivering value in this region’s unique CX terrain.
This guide was built to flip that script.
Asia Pacific isn’t a copy-paste market. The region brings its own rhythm, distinct customer expectations, partner models, and tech adoption curves. Within APAC there are differences, as an example, while the ANZ region leads on cloud migration, much of APAC remains grounded in on-prem and hybrid deployments, driving a very different set of buying considerations.
The narrative used to be all about CCaaS: vendors shifting legacy infrastructure to the cloud, promising scale and agility. But that story has evolved. Many RFPs are voice led. However, that is changing, and decision makers will need to look at AI as the foundation and orchestration layer for the contact centre. APAC enterprises need clearer visibility into which players are shaping that future here, locally in APAC, not just globally.
Current Scenario in the Asia Pacific Market – On-premises and Hybrid environments are still large.
With budgets tightening and pressure mounting to deliver more with less, AI is now the centrepiece in every CX conversation across the region. However, in APAC the conversation comes with added layers including navigating local languages to deciphering vendor claims that their AI solution is the one-size-fits- all fix, or “silver bullet”.
Point solution players and CX suite vendors alike are pitching AI as the magic answer to every operational challenge. The result is confused decision makers left sifting through the noise, trying to separate marketing spin from meaningful capability.
For many enterprises, the goal is to consolidate and simplify through a unified platform or trusted provider. It’s about lowering integration costs, reducing complexity, and maintaining control. But with AI now in every pitch deck, finding the right partner has never felt more complex or more critical.
In ANZ, cloud contact centre adoption is well underway. But across much of Asia, the picture is very different. On-premises and hybrid architectures still dominate — driven not just by legacy infrastructure, but more so by regulatory mandates or enterprise security, or risk concerns that require and result in customer conversations, data, and recordings remaining securely within enterprise walls.
For highly regulated industries, cloud isn’t just a tech shift, it’s a compliance challenge. Many of these enterprises aren’t planning to move to the cloud in the next five years. Instead, they’re seeking partners who can support hybrid models and embed AI capabilities within those frameworks.
This reality is reshaping how CX leaders in the region assess vendor fit. It’s no longer just about who has the most advanced AI but it’s also about who can meet enterprises where they are, not where the global playbook assumes they should be.
Hyperscalers are expanding their footprint and for many enterprises, the contact centre is being considered as the next logical domain under a broader partnership.
With CIOs driving integrated tech strategies across cloud, data, and AI, working with an existing Hyperscale partner often feels like the path of least resistance. It’s convenient, scalable, and aligned with enterprise-wide procurement goals.
The challenge is that every vendor is now launching AI Agents, and not all are built equal. The presence of AI capabilities can no longer be the differentiator — it’s how those agents are designed, deployed, and adapted to local and operational realities that matters. For decision-makers, the real challenge lies in choosing vendors not just for what they promise today, but for how well they can evolve and embed AI across the enterprise, not just as a feature set but as a partnership in innovation that reflects the needs of businesses with APAC now and into the future.
There are 4 ways for Enterprises to buy a Contact Centre solution:
1) Directly from a Contact Centre vendor, or their partners: These vendors offer on-premises, hybrid, and cloud architecture or cloud-only architecture. Over the years, they have advanced their offerings by building their own capabilities or through strategic partnerships.
2) A CRM/Experience Management Vendor: These vendors come from the CRM and Experience Management market and partner with leading CCaaS vendors for voice and other capabilities. There are also emerging vendors in this space looking at workflow orchestration.
3) From a CPaaS vendor: This is perfect for enterprises that have a developer team set up in-house and they prefer to innovate by building the capabilities they need.
4) From the Hyperscalers: AWS, Microsoft and Google.
This Buyer's Guide evaluates vendors capable of serving mid-market to enterprise Contact Centres across Asia Pacific with AI-enabled CX capabilities. Selection is based on evidence of active engagement in the region, compliance with local requirements, platform capability, and demonstrated impact on customer experience.
Vendors were selected based on the believed capability to meet requirements that would result in them being active and influential within the APAC region.
This includes the following criteria:
Established Presence in APAC
Vendors must demonstrate sufficient operational scale across the Asia Pacific region, including local customers, local offices and staff, and go-to-market capabilities.
Contact Centre CX with AI Enablement
Clear evidence of enterprise adoption of CX tools enhanced with AI capabilities across the region.
Innovation Velocity
Demonstrated ability to evolve the platform in response to CX and AI trends (e.g. GenAI integration, real-time coaching, intent routing, AI Agents).
APAC-Aligned Data Sovereignty
Solutions must comply with regional data residency and sovereignty requirements, with infrastructure in-country or regionally hosted as appropriate.
Platform Depth or Breadth
Inclusion is open to vendors with either:
Deep specialisation in particular areas of the CX stack (e.g. routing, WEM, analytics), or,
Broad, end-to-end CCaaS capability across voice, digital, and service channels.
Mid-Market and Enterprise Fit
Evidence of scaling in complex APAC enterprise environments – e.g. multi-region deployments, hybrid models, or vertical-specific solutions.
CX Enablement Capability
Vendors must show how their technology materially enhances part or all of a customer’s experience delivery, whether through automation, orchestration, analytics, or agent enablement.
Partner Ecosystem Strength
Vendors must maintain a robust partner network in APAC, including sales, implementation, managed services, and support, to ensure scalable, on-the-ground delivery.
Customer Evidence
Case studies or verifiable client successes that highlight measurable outcomes in customer experience or operational performance.
The evaluation framework used in this report provides enterprise buyers with a practical lens to assess platform maturity and future readiness, while offering vendors transparency into the criteria influencing inclusion and scoring.
AI Vision and Capability focuses on a vendor’s ability to translate artificial intelligence into tangible business outcomes across the customer experience lifecycle. It begins with evaluating AI Agents Delivering Functional Outcomes, which looks at real-world deployments, not just prototypes, emphasising the presence of live AI agents delivering measurable ROI. The assessment of Conversational AI and Voice Bots highlights how effectively platforms manage natural interactions across digital and voice channels, a critical feature for scalable automation and improved customer satisfaction.
We also consider the platform’s ability to generate insights through Voice & Text Analytics, Social Listening, and VoC, scoring vendors on how well they transform unstructured data into actionable intelligence for agents and leaders. To remain flexible and future-proof, platforms must support Third-party AI Integrations; therefore, openness to external AI models, extensibility through APIs, and supported ecosystems are weighted heavily. Orchestration Capability is assessed for how well vendors coordinate bots, agents, and backend systems to deliver seamless experiences. Finally, Responsible AI & Governance evaluates whether vendors are embedding ethical safeguards, explainability, and compliance into their AI design - critical for trust and regulatory alignment in APAC markets.
Strategic Impact on CX reflects the broader capabilities of a platform to support an enterprise’s ongoing transformation agenda. The Ability to Offer Superior Voice Technology considers the robustness of core voice services, including call quality, redundancy, and smart features like voice biometrics. In evaluating WEM, WFO, Quality Monitoring and Analytics, we focus on whether the platform enables smarter workforce decisions through automation and insight - supporting agent wellbeing and performance. Given the regional demand for deployment flexibility, Support for On-Prem, Hybrid and Cloud Architectures is also considered, with preference given to platforms that provide seamless migration paths without sacrificing functionality.
Security remains non-negotiable. The Compliance, Governance and Security metric ensures platforms meet stringent standards across APAC, with attention to certifications, access controls, and data residency options. Completeness of Vision looks at a vendor’s strategic intent, do they anticipate where the market is heading, and are they equipped to lead customers there?
Finally, Composability assesses whether the platform supports modular adoption, allowing buyers to implement the parts they need, when they need them, without being forced into a monolithic suite.
Together, these metrics offer a nuanced picture of vendor capability and strategic fit for organisations seeking to transform customer experience across Asia Pacific.
| Quadrant | Name | Summary Description |
| Top Right | Enterprise Transformers | Leading platforms that are actively reshaping enterprise Contact Centres and CX across APAC. These vendors combine proven strategic CX impact with mature, embedded AI capabilities - often deployed at scale in regulated and complex environments. They are the benchmark for what AI-native customer experience looks like in 2025. |
| Top Left | Future Builders | Technologically advanced vendors building strong AI credentials, often ahead of the market in innovation, but still early in proving large-scale CX transformation across APAC. These vendors are poised for rapid assent as their go-to-market strategies mature and partner ecosystems activate. |
| Bottom Left | Mid-Market Challengers | Rapidly evolving platforms showing clear ambition to grow in both AI and CX impact. These vendors are delivering value in mid-market segments, with some enterprise penetration, and are actively refining their value propositions. With continued investment in innovation, partnerships, and regional execution, they are well-positioned to accelerate their APAC relevance in the next wave of CX transformation, including a growing enterprise impact. |
| Bottom Right | Hybrid Stalwarts | Trusted and proven in delivering meaningful CX outcomes, especially in hybrid or regulated sectors. These vendors bring regional credibility and vertical traction but have yet to fully develop or integrate next-gen AI capabilities into their platforms. AI maturity will determine their staying power. |
Vendors such as Verint, AWS, NiCE, Genesys and Cisco are positioned tightly in the top-right quadrant, reflecting strong performance in both strategic CX impact and AI vision. These vendors have demonstrable enterprise success across APAC, scalable platforms, and increasingly mature AI capabilities that go beyond proof-of-concept, such as real-time coaching, agent assist, and orchestration.
While Genesys and NiCE show strong performance overall, their broader APAC position is moderated by a reliance on ANZ-centric enterprise momentum. In markets like Japan, Korea, and parts of ASEAN where hybrid or on-premise deployment is more common, their cloud-first models face more resistance, impacting broader perception of regional influence and rollout complexity.
Google and Microsoft rank highly on AI Vision, unsurprisingly given their strengths in conversational AI, NLP, and cloud AI tools, but lag on strategic CX impact. This reflects their positioning as platform providers rather than a full-stack CCaaS or CX orchestration vendors. Enterprises still see Google and Microsoft as component providers rather than an end-to-end CX transformation partner.
Vendors such as Sprinklr, Talkdesk, Twilio, Zoom, 8x8, Dialpad and Vonage demonstrate solid AI and CX capabilities that are delivering results in mid-market segments, particularly in Australia and parts of Southeast Asia. These platforms are often agile, composable, and quick to deploy, making them attractive to organisations seeking flexibility without the complexity of large-scale transformation. However, they struggle to show the same level of strategic enterprise impact seen in the top-right quadrant. Limited evidence of multi-region deployments, fewer large-scale government or regulated industry references, and partner ecosystems that are still maturing in Asia outside ANZ have constrained broader uptake at the enterprise level.
Mitel and Avaya show lower AI vision scores and reduced CX impact, largely due to legacy perception and limited innovation velocity. Their continued support for on-premise and hybrid deployments appeals to specific verticals (e.g. government, telco), but the lack of GenAI integration and orchestrated CX strategy has impacted their influence in forward-looking enterprise discussions.
8x8 have rebuilt their presence in the region over recent years, leveraging its integrated UCaaS/CCaaS/CPaaS stack to appeal to mid-market and SMB buyers. While its CPaaS engine continues to generate traction in ASEAN, the platform’s influence in enterprise contact centres remains limited. To expand its impact, 8x8 must shift from a passive presence to a more focused regional strategy, anchored in local sales investment, industry partnerships, and deeper contact centre specialisation.
All-in-One Appeal for SMBs
8x8’s core strength lies in its simplified, bundled approach to communications. Its integrated UCaaS, CCaaS, and CPaaS stack resonates strongly with SMBs and mid-sized enterprises, especially those seeking value, agility, and ease of deployment without complex procurement or integration cycles. This approach has driven modest but consistent growth across ANZ and select ASEAN markets.
Singapore CPaaS Engine Drives Regional Traction
The 2019 acquisition of WaveCell has proven to be a valuable asset. Based in Singapore, WaveCell provided a strong CPaaS foundation, giving 8x8 a foothold in telco-grade SMS, voice, and messaging services. This has enabled partnerships with telecom providers and MSPs across Asia, particularly in the transactional and embedded communications space.
Contact Centre Scale Remains Limited
Despite a competitive feature set for mid-sized contact centres, 8x8 has yet to scale or secure significant enterprise adoption in the APAC CX market. The platform lacks visibility in large enterprise RFPs and isn’t widely considered in transformation programs. To break through, 8x8 will need to invest in targeted go-to-market activities, CX expertise, and local sales teams attuned to the region’s complex buying cycles and regulatory dynamics.
Partner-Led Growth is Essential
Given its lean local footprint, 8x8’s success will depend on building and activating a robust partner ecosystem. There is opportunity in working with regional MSPs, BPOs, and systems integrators who can promote the platform’s ease-of-use, CPaaS flexibility, and mid-market affordability. However, success will require more than transactional relationships, it demands shared enablement, vertical positioning, and sustained engagement.
12-Month Outlook:
8x8 is well positioned to expand its reach across APAC by building on its CPaaS foundation and increasing visibility in the contact centre space. With a growing partner network and a unified platform that continues to resonate with mid-market and SMB buyers, 8x8 has a clear runway for regional success. Over the next year, expect to see the business sharpen its enterprise positioning, deepen its presence in Southeast Asia, and activate strategic partners to deliver simplified CX at scale. If current momentum is maintained, 8x8 will become an increasingly competitive choice for organisations seeking flexibility, value, and a low-friction path to modernisation.
Avaya holds a strong position among CX platform leaders in Asia Pacific, bolstered by a significant incumbent base and deep integration across regulated industries. Its new Infinity platform signals a shift toward flexible hybrid deployments. Avaya’s challenge is to transform heritage strength into modern relevance amidst intensifying competition from cloud-native and AI-centric players.
Enterprise Anchor Across Asia
Avaya’s strategic focus on its top-tier enterprise customers, particularly in financial services, healthcare, and public sector, has reinforced its presence across Japan, North Asia, India, and ASEAN. Its decision to withdraw support for sub-200 seat centres underscores this enterprise-first approach. Long-term clients value Avaya’s reputation for reliability, security, and control in complex environments.
Hybrid Strategy Built on Trust
While many vendors push for full cloud, Avaya’s strength lies in supporting hybrid and on-prem deployments. Many APAC enterprises, especially in regulated industries, are not ready to leap to cloud-only solutions. Avaya’s architecture and deep voice engineering capabilities cater to this need for gradual modernisation without sacrificing governance or customisation.
Partner Ecosystem as a Defensive Moat
In key APAC markets like Japan, Avaya maintains loyalty through long-standing partner networks. These partners, deeply embedded in local business and regulatory contexts, create a competitive buffer against newer entrants and make displacement difficult — not due to price or features, but because of trusted, proven collaboration.
Infinity Platform Reframes the Narrative
The launch of Avaya Infinity in April 2025 marks a turning point. Built on Edify, its acquired CCaaS/UCaaS platform, Infinity aims to redefine hybrid capability by giving customers flexible control over cloud transitions. It positions Avaya as a viable modernisation partner, offering composability without abandoning existing investments.
AI Opportunity with Guardrails
Avaya’s customers have a clear appetite for AI, but within the bounds of their existing environments. Rather than chasing generative AI hype, Avaya is focused on embedding AI in a way that complements hybrid realities. This grounded approach could be a strength if executed with clarity and regional proof points.
12-month Outlook:
Avaya enters the next 12 months with a strong foundation built on trust, scale, and deep enterprise relationships, particularly in financial services, healthcare, and public sector environments. The launch of Avaya Infinity offers a timely opportunity to reposition as a hybrid leader, combining the reliability of legacy infrastructure with the flexibility of a modern, composable platform. With demand growing for AI solutions that fit securely within hybrid environments, Avaya is uniquely placed to lead that conversation. If momentum continues in Japan, India, and ASEAN, and the Infinity rollout is supported by clear execution and partner activation, Avaya is well placed to reassert its role as a modernisation partner of choice across APAC.
AWS has secured a prominent position in this year’s report due to its continued innovation velocity, expanding CX platform capability through Amazon Connect, and a rapidly growing regional presence beyond ANZ. While traditionally seen as a hyperscaler rather than a CX platform vendor, AWS is now winning significant deals across Asia Pacific, especially in Japan, South Korea, and Singapore, signalling its shift from an infrastructure partner to a genuine strategic CX transformation player.
Hyperscaler Advantage, CIO-Aligned Growth
AWS benefits from deep, trusted relationships with CIOs and enterprise technology leaders across APAC. These relationships are becoming even more important as AI investment decisions consolidate at the C-level. AWS’s proposition, spanning infrastructure, security, governance, AI, and contact centre, is uniquely aligned to this centralised decision-making model. Enterprises are increasingly choosing AWS not only for what Amazon Connect can do today, but for what the broader AWS platform can enable tomorrow.
Bedrock as the AI Foundation
AWS’s Bedrock platform has become a cornerstone of AI strategy for enterprises building scalable solutions across the contact centre and beyond. Its ability to bring together models, security, and orchestration under a single framework gives AWS a differentiated edge in executing AI at scale, supporting both low-code teams and deep enterprise dev environments.
Regional Momentum Across Verticals and Markets
Significant growth in sales across Japan and South Korea, combined with continued traction in Singapore, India, and Australia, has shifted AWS from a peripheral to a central player in CX transformation. Key wins in financial services, public sector, healthcare, and telecommunications show AWS is displacing traditional incumbents and building vertical credibility, especially where innovation and regulatory alignment go hand in hand.
Cloud Trust + Innovation Velocity = Deal Flow
The trusted reputation of AWS’s cloud services, paired with its rapid innovation across AI, analytics, and orchestration, continues to drive large-scale contact centre migrations, including multiple government and regulated industries across the region. Amazon Connect is now seen as a viable alternative to more traditional CCaaS platforms, not just in ANZ but increasingly across North and Southeast Asia.
12-month Outlook:
AWS is entering a phase of accelerated growth across APAC, driven by increasing enterprise adoption of Amazon Connect, strong regional demand for AI solutions, and a highly trusted cloud infrastructure. With success in markets like Japan, South Korea, Singapore, and Australia, AWS is demonstrating that its CX capabilities are not limited to infrastructure but extend to real customer transformation. Over the next year, AWS is expected to deepen its presence through expanded partner enablement, localised success stories, and increased awareness of Connect’s enterprise potential. With Bedrock, CPaaS, and observability features maturing fast, AWS is well on track to become a top-tier CX platform provider across the region.
Cisco deservedly sits among the leaders in this year’s report, having built a consistent and credible growth story across the Asia Pacific region. While not the fastest mover in market perception, its steady acceleration, particularly across North Asia, ASEAN, and India, reflects deliberate strategic execution. With an enterprise-grade platform that now spans AI, observability, collaboration, and CPaaS, Cisco has transitioned from a legacy communications player to a serious CX transformation partner. Its ability to deliver a secure, observable, and hybrid-ready platform is emerging as a unique differentiator, especially for regulated and security-conscious enterprises.
APAC Momentum Outside ANZ, Cloud Footprint Growing
Cisco is expanding well beyond its traditional ANZ stronghold, with notable wins across Japan, India, and Southeast Asia. The 2024 launch of its Singapore cloud node catalysed regional adoption, while future expansions into Japan and India will further strengthen its position. Meanwhile, in ANZ, Cisco is beginning to erode share from Genesys and NiCE, driven by targeted partner-led sales and a maturing Webex Contact Centre platform.
Security Differentiation That Resonates at Scale
Cisco’s strongest point of differentiation lies in trusted security and observability. Through ThousandEyes, Splunk, and Secure Access technologies, Cisco is the only contact centre vendor in this guide offering deep observability, performance assurance, and zero-trust security under one roof. For CX buyers in financial services, healthcare, and public sector, this has become a defining factor, giving Cisco unique authority in enterprise-grade deployments where risk mitigation is non-negotiable.
Hybrid Fit and Engage Displacement
Cisco is ideally positioned to support organisations not yet ready for a full cloud leap. Its hybrid architecture and on-prem familiarity offer a modernisation path that resonates with regulated, risk-sensitive enterprises. As Genesys Engage reaches end-of-life in many large accounts, Cisco is stepping in with a credible, secure, and enterprise-aligned alternative, already resulting in key account conversions across APAC.
Product Depth Through Smart Acquisitions and AI Momentum
The Webex Contact Centre platform has undergone a significant transformation, now featuring integrated Experience Management, CPaaS, and AI Agent functionality. The early launch of Voice AI and agentic AI features in 2024 has put Cisco ahead of many traditional players in delivering practical, embedded AI. These capabilities are no longer just roadmap promises, they’re in-market and winning deals.
12-month Outlook:
Cisco enters the next 12 months with growing momentum across North Asia, ASEAN, and India, supported by a robust roadmap that combines AI innovation, hybrid flexibility, and world-class security. The strength of ThousandEyes, Splunk, and Webex security capabilities is increasingly resonating with risk-aware enterprises, positioning Cisco as the secure CX platform of choice. The expansion of regional cloud nodes and partner-led engagement is unlocking new opportunities in regulated and public sector environments. As more organisations look to modernise at their own pace, Cisco is ideally placed to provide both confidence and capability in the transition. The next 12 months could solidify Cisco’s position as a leader in enterprise-grade, trusted CX transformation across APAC.
Dialpad continues to gain momentum in the APAC region—particularly through its focus on ANZ as a growth hub. Known for its single, cloud-native platform spanning UCaaS and CCaaS, Dialpad delivers strong value to SMBs and emerging enterprise segments. With strategic investments like the acquisition of Surfboard to boost its Workforce Engagement Management (WEM) capabilities, and regional expansion plans taking shape, Dialpad is becoming a serious contender to watch.
12-month Outlook:
Dialpad is poised for an exciting year of growth, building on its strong momentum in ANZ and expanding into key regional markets. With an all-in-one platform, compelling AI capabilities, and recent enhancements like Surfboard for WEM, Dialpad is well equipped to scale from mid-market success into larger enterprise conversations. The company’s Sydney-based data centre and strategic moves in Japan show a deepening commitment to regional relevance. Over the next 12 months, expect Dialpad to further activate its partner ecosystem, enhance its AI feature set, and continue its push into new sectors. With the right execution, Dialpad is on track to become one of APAC’s most agile and exciting challengers in the CX platform space.
Genesys continues to set the pace across Asia Pacific, maintaining its position as the region’s most widely deployed cloud CX platform. With a reputation built on scale, innovation, and a mature partner ecosystem, Genesys remains the benchmark that competitors seek to displace. Its execution in migrating customers to Genesys Cloud has been particularly strong in Australia, Japan, Korea, and India, with further expansion expected as infrastructure investments increase. The recent launch of Genesys Cloud Agentic AI Studio further solidifies its intention to lead in the next era of customer experience - one powered by intelligent, autonomous, and context-aware capabilities.
Cloud leader with regional muscle
Genesys continues to dominate the APAC region both in scale and momentum. They’ve executed strongly on customer migrations to Genesys Cloud, particularly in markets with full cloud availability like Australia, Japan, Korea, and India. In contrast, regions like Jakarta, Singapore, and Hong Kong still operate with satellite availability only and there is not a full cloud node in these regions, creating headwinds for full-scale adoption. But the string foothold and presence is undeniable.
Openness with boundaries
While Genesys positions itself as an end-to-end CX platform, some enterprises still opt for best-of-breed partners across WFM, WFO, Digital, and AI. The platform’s flexibility allows for this, but it’s a watchpoint as buyers weigh ecosystem openness against native cohesion.
Gold standard in partner programs
Genesys has built one of the region’s most admired partner models. From boutique CC specialists to major managed service providers, their partner footprint spans nearly every APAC market. Their ability to customise, scale, support and tailor partner engagement is something other vendors actively try to replicate with mixed success.
12-month Outlook:
Genesys enters the next 12 months with a strong pipeline, a clear innovation agenda, and a commanding position across multiple APAC markets. The successful launch and adoption of Agentic AI Studio will be critical to reinforcing its leadership in enterprise AI adoption. As it continues to expand infrastructure coverage and refine hybrid migration pathways, Genesys is expected to deepen its hold in North Asia and India, while improving cloud viability across Southeast Asia. With its partner ecosystem fully activated and AI capabilities advancing rapidly, Genesys is well positioned to remain the CX leader across APAC, offering both visionary innovation and the operational maturity that enterprises demand.
Google is unsurprisingly marked high for innovation. However, their penetration of the CX market is low. They have a global partnership with Ujet but at the time of writing this was not evident in region. It is not yet apparent whether Google will focus more intently on CX in the APAC market.
Stacked for Strength
Google now offers a more robust contact centre platform than ever before, combining cloud infrastructure, AI, digital engagement, IVR, Agent Desktop, and analytics. The underlying tech stack is sound, it’s about translating that into packaged CX solutions and market-specific relevance.
Trusted Cloud, Untapped CCaaS Potential
Google Cloud is already used by many of APAC’s largest organisations across banking, government, and retail. The opportunity lies in extending that trust into the contact centre domain, positioning Google as a natural evolution for organisations already embedded in its cloud ecosystem.
Partners Needed to Unlock APAC Scale
To compete effectively with vendors like AWS and Microsoft, Google will need to build out its partner ecosystem, particularly with system integrators, CCaaS specialists, and regional channel partners. Scalable growth depends on translating technical capability into industry-specific outcomes, with local expertise leading the charge.
Messaging Clarity and Market Activity
Compared to AWS and Microsoft, Google’s CX market messaging is still nascent. A more deliberate go-to-market strategy, coupled with visible customer wins and APAC-specific storytelling, will be essential to shifting perception and building confidence among buyers.
12-month Outlook:
Google’s next 12 months present a compelling opportunity to convert its AI and cloud strengths into visible momentum in CX. The combination of Gemini innovation, a maturing contact centre stack, and trusted cloud infrastructure provides a strong foundation to engage mid-market and enterprise customers alike. Success will depend on the activation of strategic APAC partnerships, clearer CX-focused messaging, and proof points that showcase the value of Google’s platform in real-world deployments. If these elements align, Google has the potential to emerge as a serious AI-first contender in the regional CX space, starting with mid-market growth and scaling up from there.
Microsoft is now very active in the market, their vision, capacity and creativity in the CX space is broader and deeper than almost every industry player. While we have not yet seen wide adoption of Dynamics 365 Contact Center, it would be hard not to believe that this is now a matter of time. Definitively one to watch.
The sleeping giant awakes
Microsoft is shaping up to be the sleeping giant in Asia Pacific’s contact centre landscape. What started with the basic Digital Contact Center Platform (DCCP) has now evolved — and with the 2024 launch of Dynamics 365 Contact Center, Microsoft has stepped up its offering, layering in meaningful AI capability and enterprise-grade functionality.
AI agents with enterprise ambition
AI isn’t an add-on; it’s the engine of Microsoft’s contact centre vision. With pre-built agents like the Intent Agent and Knowledge Agent already in market, they’re building toward something much broader: a unified agent framework that spans the entire enterprise. For CX leaders, this means futureproofing goes beyond the contact centre, it’s about intelligent systems that integrate across functions.
Mid-market traction via familiar channels
Momentum is building in the ANZ mid-market and it’s largely being driven through the familiar faces of Microsoft’s partner ecosystem. These are the same partners trusted to deliver Azure, Dynamics, and broader cloud services, and they’re now turning their focus to contact centre deals. For SMBs and mid-sized enterprises, it’s a natural extension of the Microsoft stack.
12-month Outlook:
The year ahead will be pivotal for Microsoft’s emergence as a top-tier CX platform provider. With Dynamics 365 Contact Center gaining attention, and AI agents already embedded in broader enterprise workflows, Microsoft is poised to scale fast, especially in regulated industries, public sector, and enterprise programs led by CIOs. Continued partner enablement, real-world case studies, and deeper messaging around enterprise readiness will be key to unlocking growth. Keep an eye open for a big enterprise deal in coming months, and with its expansive ecosystem, trusted brand, and full-stack capability, Microsoft is more than just one to watch - it’s one to expect at the top.
Mitel enters 2025 with a significant installed base and a strategic opportunity to reassert itself in the evolving CX landscape particularly where hybrid and on-premise architectures remain essential. Known for its architectural flexibility and voice reliability, Mitel is well-positioned to serve organisations in sectors such as healthcare, mining, utilities, and emergency services, where business continuity and infrastructure control are non-negotiable. With a new AI-powered contact centre platform launching in APAC, Mitel has a chance to modernise its proposition, amplify its regional presence, and build on its long-standing customer trust.
Architectural Flexibility Earns Industry Wins
Mitel’s ability to support on-premise, cloud, and hybrid deployments gives it a valuable edge in industries that require voice resilience, system control, and customisation. This has long made Mitel a trusted choice in sectors where uptime and compliance are critical.
Market Visibility and Partner Activation Needed
While technically strong, Mitel’s brand awareness in the APAC contact centre market remains limited. There is a clear opportunity to sharpen its go-to-market efforts, activate existing partners, and tell a more compelling story around its platform’s evolution and long-term relevance.
12-month Outlook:
Mitel has a clear path to revitalised growth across APAC, particularly by leaning into its strengths in hybrid architecture and vertical-specific deployments. The launch of its AI-enabled contact centre platform creates a timely opportunity to reconnect with existing customers and attract organisations seeking modern capabilities without abandoning on-prem investments. With focused investment in sales enablement, marketing visibility, and partner engagement, Mitel could scale from a legacy stronghold to a respected modernisation partner for industries that demand security, reliability, and flexibility. If execution aligns with potential, Mitel will be well positioned to reclaim relevance and drive growth in 2025 and beyond.
NiCE continues to be one of the most established and trusted names in the CX and Contact Centre space, with a strong presence in Australia and New Zealand and growing influence across Asia. Its depth of capability in WEM, analytics, and voice, combined with a rapidly evolving cloud and AI strategy, positions NiCE as a clear leader in the region. The acquisition of Cognigy, a recognised leader in Conversational and Agentic AI, signals a bold leap into the future. With this move, NiCE is no longer just innovating within its own platform but is aiming to redefine what an end-to-end AI-native CX platform looks like. The challenge now is to accelerate adoption beyond ANZ, align partners around the new vision, and execute AI transformation at scale.
CXone momentum in ANZ, uphill climb beyond
NiCE has seen strong traction with CXone in ANZ, underpinned by a capable local team and a solid partner network. Their recent win with Services Australia marks their largest CCaaS deal in the APAC region and solidifies their enterprise credentials, and the market is watching closely to see this succeed. Outside ANZ, their traditional app suite continues to perform, but when it comes to cloud migration, Genesys still holds the edge with broader regional presence and a deeper bench of partners. Japan is starting to receive more attention from NiCE, but the realities of hybrid and on-prem infrastructure in Japan and across Asia, especially in regulated sectors, will continue to make regional growth more complex.
AI strategy Reinvented through Cognigy
The acquisition of Cognigy marks a turning point in NiCE’s AI strategy. Previously reliant on partnerships to deliver AI capability, NiCE now brings Conversational and Agentic AI in-house with Cognigy’s proven low-code platform, multilingual capabilities, and deep integration frameworks. This move gives NiCE a credible, scalable answer to both Genesys AI Studio and AWS Bedrock in the APAC market.
Strong brand, deeper opportunity
NiCE has long been a trusted name in WFO and WEM, especially within large enterprise environments. The opportunity now is to expand that trust into adjacent spaces, particularly with their CCaaS offering and to cross-leverage their presence in voice and workforce domains to deepen platform adoption.
12-month Outlook:
The next year will be pivotal for NiCE as it moves from acquisition to activation. With Cognigy now in-house, the focus will shift to embedding conversational and agentic AI across the CXone ecosystem, training partners, and delivering integrated solutions that are clearly differentiated. Expect NiCE to double down on regulated sectors such as government, finance, and healthcare, where it already has a stronghold and where AI adoption must be secure, explainable, and enterprise-grade. As CXone momentum builds in Southeast Asia and Japan, NiCE is well positioned to scale its platform leadership and emerge as the benchmark for AI-enabled contact centre transformation across APAC.
RingCentral is a well-established UCaaS leader with a growing interest in the APAC contact centre market. In 2024, it made a significant move by launching RingCX, a native CCaaS solution, in Australia and New Zealand - marking a strategic pivot away from its previous reliance on Avaya for CX deployments. The success of RingCX in the region will depend on execution, local partnerships, and the ability to differentiate in a highly competitive market.
Established footprint in Australia
RingCentral has maintained a strong UCaaS footprint in Australia, which it is now leveraging to expand into contact centres. In 2025, it added local partners TelcoDataCloud and Reliance Communications to its RingCX Certified Delivery Partner (CDP) program, joining existing partners Productivity, BlueAPACHE, and others. It has also deepened its enterprise collaboration reach through its partnership with Optus, introducing the Optus Loop with RingCentral solution to Australian businesses.
Native RingCX launch marks CX pivot
The 2024 launch of RingCX, RingCentral’s own native CCaaS solution, represents a deliberate pivot away from its prior dependence on Avaya for delivering contact centre capabilities. RingCX is positioned to offer AI-powered, omnichannel customer engagement tools and now allows RingCentral to go to market with a fully owned, unified solution spanning UCaaS and CCaaS - appealing particularly to SMBs and mid-market buyers.
Structured Partner Certification Program
RingCentral’s CDP Partner Program demonstrates its investment in regional growth. Certified partners manage the end-to-end project lifecycle—spanning planning, design, implementation, integration, and first-level support—giving RingCentral a scalable go-to-market model, especially in the SMB and mid-market segments where trusted local delivery is essential.
Contact Centre presence beyond ANZ remains limited
While RingCentral is gaining momentum in Australia and New Zealand, its contact centre footprint across broader APAC remains limited. Historically, investments in CCaaS across markets such as Japan, South Korea, Indonesia, Singapore, and Malaysia have been minimal. As the company grows its UCaaS footprint in those regions, often through alliances with local service providers, it will need to demonstrate that RingCX can meet the complexity, scale, and compliance requirements of enterprise buyers in diverse APAC markets.
12-month Outlook:
RingCentral is poised for a strong 12 months as it builds momentum behind RingCX in ANZ and prepares to scale across broader APAC markets. With its partner certification program gaining traction, and AI capabilities becoming more central to customer conversations, RingCentral is well positioned to consolidate its mid-market leadership while extending reach into adjacent enterprise opportunities. Continued investment in regional marketing, compliance readiness, and vertical-specific solutions will be key. If executed effectively, 2025 could be the year RingCentral transitions from a UCaaS player to a recognised CCaaS challenger across Asia Pacific.
Sprinklr is carving out a distinct space in the CX platform landscape by offering a truly unified experience platform, combining contact centre, digital engagement, marketing, and social listening into a single, AI-powered environment. While this integrated approach is a differentiator, it also presents a challenge: Sprinklr often requires customers to commit to a broad platform vision, rather than adopting solutions piecemeal. Nonetheless, recent wins in Australia and select parts of Asia demonstrate that this strategy is gaining traction, and Sprinklr is now positioning itself as a next-generation alternative to legacy CCaaS vendors.
Unified CX as a bold differentiator
Sprinklr has been pushing into the CCaaS space for 2 years, landing full contact centre replacement deals via its CCaaS and Unified XM platform. The strategy to unify contact centre, marketing, and social into one brand experience sets it apart from traditional vendors.
Early APAC wins signal momentum
In Asia Pacific, Sprinklr has secured full contact centre replacements in Australia and selectively in Asia, an impressive feat for a newcomer.
Partner alignment remains a hurdle
To scale, Sprinklr must activate partners willing to lead with its CCaaS proposition, this is challenging in addition to supporting their existing partners. Until they have a bigger and stronger CCaaS partner ecosystem, accelerated growth will be challenging.
Enterprise mindshare still limited
Despite a strong solution and voice capability, Sprinklr lacks visibility and mindshare among large enterprises.
12-month Outlook:
Sprinklr has growing traction and a differentiated platform vision that aligns with how modern enterprises want to engage customers - holistically, intelligently, and consistently. The year ahead offers an opportunity to amplify awareness of its CCaaS offering, expand its partner ecosystem, and showcase real-world success stories that demonstrate enterprise-grade performance at scale. With early wins under its belt and a bold unified approach to CX, Sprinklr is positioned to become a standout challenger in the APAC CCaaS space, especially for brands seeking deep integration across marketing, service, and digital engagement.
Talkdesk is amid a strategic rebuild in Asia Pacific, re-establishing its regional presence with renewed leadership, fresh investment, and a sharpened focus on vertical solutions. While recent disruptions have posed challenges, Talkdesk’s all-in-one CX platform, coupled with its deliberate industry segmentation, particularly in travel and hospitality, provides a strong foundation to regain momentum. As enterprises in APAC increasingly seek specialised, scalable AI-enabled solutions, Talkdesk has the chance to stand out not just on features, but on industry alignment, rapid value delivery, and a vertical-first go-to-market strategy.
All-in-one appeal for mid-market CX
Talkdesk positions itself as a unified contact centre platform, with the June release of its Customer Experience Automation (CXA) suite marking a step forward in its AI maturity. With a blend of general-purpose and industry-specific AI agents, the platform is tailored for customers wanting feature-rich, all-on-one-stack simplicity. In the APAC mid-market space, Talkdesk continues to hold relevance, though it now finds itself competing more directly with scaling players like Zoom.
Momentum dip and market uncertainty
Recent challenges across the Asia Pacific region include multiple rounds of layoffs and leadership turnover. This has disrupted Talkdesk’s regional rhythm. The departure of key sales team members has created concern with some partners and customers raising questions about long-term commitment to the region. Stability and clarity are now essential to rebuild market confidence.
Rebuild mode with AI at the centre
With new leadership in place, Talkdesk is squarely in rebuild mode with the biggest challenge being to establish a partnerecosystem that can extend reach across ANZ and into broader APAC. The release of its updated AI offering brings renewed energy and may help re-establish trust with customers and partners who want to see a clear roadmap and scalable delivery capability.
Industry vertical segmentation as a competitive differentiator
Talkdesk’s investment in vertical clouds including its Travel and Hospitality Cloud™, Financial Services Experience Cloud™, and Healthcare Experience Cloud™ offers a clear point of differentiation. In the APAC region, where localisation, compliance, and customer expectations vary significantly by industry, this approach gives Talkdesk the ability to bypass generic CCaaS comparisons and compete on relevance, agility, and speed-to-value.
12-month Outlook:
The year ahead presents a strong opportunity for Talkdesk to reignite growth across APAC, with vertical solutions, AI innovation, and new regional leadership creating the right conditions for a comeback. As partner channels are reactivated and new wins in sectors like travel, healthcare, and financial services emerge, Talkdesk can reposition itself as a nimble, vertically aligned alternative to the larger horizontal players. With a clear roadmap, visible delivery capability, and consistent marketing execution, Talkdesk is well placed to turn renewed energy into market momentum and re-establish its role as a forward-thinking CCaaS provider across the region.
Twilio undoubtedly has strong technology credentials among its Communications segment, but the APAC market is unsure of its intentions when it comes to the broader challenge of CX. It is a company of innovation in communication but that isn’t translating into consistent CX wins. They made a smart move by announcing a partnership with Microsoft where they will jointly build CX AI agents for customers and agents on Azure AI Foundry.
Two-core structure, one clear growth engine
Twilio’s business breaks down into two main streams: Communications and Segment (its CDP). Communications, covering messaging, voice, and email — remains the core revenue engine, with strong demand anchored in 2FA, SMS, and notification services. Communications continues to be the primary growth driver.
Resilient growth, but APAC CC traction remains patchy
Twilio has performed admirably through economic turbulence, but in APAC, its contact centre wins have been inconsistent. While they’ve made moves in the CC space, regional success remains episodic rather than sustained.
AI evolution via strategic alignment
In May 2025, Twilio announced plans to embed conversational AI capabilities by tapping into Microsoft Azure AI Foundry alongside Twilio’s own customer engagement platform. It’s a signal they’re serious about accelerating and maturing their AI story.
12-month Outlook:
Twilio’s next phase in APAC will be about bridging the gap between innovation and packaged CX value. The Microsoft partnership could serve as a catalyst for greater enterprise trust and offer a more compelling narrative around AI-driven customer and agent experiences. As more companies in the region look to balance flexibility with speed-to-value, Twilio’s success will depend on partnering wisely, simplifying adoption paths, and showcasing vertical use cases. If executed well, Twilio has the potential to shift from a developer favourite to a recognised CX enabler in the region especially among digital-native enterprises and forward-looking mid-market players.
Verint has emerged as the clear leader in the APAC CX platform market, thanks to its early bets on Agentic AI, its open platform strategy, and a proven ability to deliver results in hybrid and complex enterprise environments. Verint’s approach gives customers the flexibility to modernise at their own pace while embedding AI into operations at scale. With a strong customer base across regulated and high-volume sectors, an expansive partner ecosystem, and a steady rhythm of innovation, Verint is setting the pace for CX transformation across the region.
Open by design, AI at the core
Verint’s Open CCaaS (Contact Center as a Service) strategy centers on creating an open ecosystem that leverages AI to enhance customer experience (CX) and automate contact center operations. The platform enables enterprises to modernise their contact centers at their own pace, integrating AI-powered bots and tools to augment the human workforce at scale.
Head start in AI, advantage in APAC
While most vendors only began rolling out functional AI agents in mid-2025, Verint is already well ahead having launched its AI strategy 18 months earlier and now offering close to 50 bots. Crucially, these solutions can be deployed in on-prem and hybrid environments which is a major advantage in APAC, where full cloud migration is still years away for many enterprise.
Vision unlocked early wins
That early AI commitment in 2023 saw Verint land large deals across APAC and globally, ahead of some of the biggest names in tech including Salesforce, Cisco, and Microsoft.
Engagement Data Hub powers smart workflows
At the heart of Verint’s open model is its Engagement Data Hub. Customers can export data from social channels, surveys, voice calls, digital interactions, customer calls, internal emails, or other applications, such as CRM systems. The bots working at the workflow layer will be able to understand the data and behavioral trends to alert the operations team on next steps.
12-month Outlook:
Verint is exceptionally well positioned to build on its APAC leadership over the coming year. With one of the most mature AI agent portfolios in the market and a strong regional presence, Verint will continue to benefit from enterprise demand for AI-native, hybrid-capable platforms. The company’s open approach, deep analytics capability, and strength in regulated industries position it to win further large-scale deployments across financial services, government, healthcare, and telco. Meanwhile, industry speculation around a potential acquisition has only heightened interest in Verint’s strategic direction. With or without acquisition, Verint is on track to deepen its Agentic AI capabilities, expand industry-specific offerings, and solidify its position as the CX platform to beat in APAC.
Vonage has a strong global foundation through its CPaaS capabilities and a strategic alignment with Salesforce, but its direct CX and CCaaS presence in the APAC region remains limited and fragmented. While there are signs of potential through key wins and integration capabilities, Vonage will need to amplify its investment, visibility, and roadmap clarity to become a more recognised player in the APAC CX space.
Salesforce-aligned play with CX potential
Vonage’s contact centre solution is purpose-built to integrate natively within Salesforce, enabling seamless voice and digital interactions from within the CRM. This alignment positions Vonage well - especially as Salesforce continues to evolve its AI and automation capabilities. If Salesforce’s embedded AI agent strategy gains traction, Vonage may benefit significantly as a preferred communications layer. However, market confidence requires stronger signals from Vonage regarding its commitment to CX and CCaaS as a core focus area rather than a complementary extension of CPaaS.
Optus-Westpac win signals early momentum
In 2024, Vonage gained attention with a significant partnership with Optus. A standout implementation involved Westpac, where in-app calling was embedded into the mobile banking experience using Vonage’s technology. This win demonstrates Vonage’s value in enabling digital-first, highly integrated customer journeys and shows how their flexible communications platform can power innovative use cases in regulated industries.
CPaaS strength, especially for Salesforce-centric customers
Vonage continues to excel in the CPaaS domain, offering secure and scalable messaging, voice, and video solutions. These services resonate strongly with organisations already invested in Salesforce CRM, particularly those seeking to add embedded communications capabilities without complex third-party integrations. This CPaaS backbone remains Vonage’s strongest asset, enabling flexibility across industries.
Small CX footprint and uneven regional presence
While Vonage has presence in select APAC markets such as Australia, its contact centre footprint is still small and lacks the regional breadth and localised use cases needed to challenge more established CCaaS providers. Outside of isolated wins, Vonage remains underrepresented in analyst reports, enterprise RFPs, and market commentary in the region.
12-month Outlook:
Vonage is well placed to capitalise on its Salesforce partnership, CPaaS leadership, and proven enterprise implementations to expand its relevance in the APAC CX landscape. The next 12 months present an opportunity to go beyond enabling communications and into orchestrating intelligent customer journeys, especially in industries like financial services, retail, and digital services. With increased regional investment, stronger partner activation, and a clearer articulation of its AI and CCaaS strategy, Vonage can evolve from niche player to a differentiated, composable CX platform provider, particularly for Salesforce-centric and digital-first organisations seeking embedded, flexible solutions.
Zoom has established itself as a fast-moving innovator in the CX and collaboration space, transitioning from its core strength in video and telephony into a more integrated contact centre and AI platform. While it lacks the legacy install base of longer-standing competitors, Zoom is gaining ground in the mid-market and has clear ambitions to challenge at enterprise scale. Its success will depend on partner ecosystem expansion, continued AI maturity, and its ability to land larger deployments that signal its readiness to compete with the top tier.
Established footprint, shifting bets
Zoom’s APAC presence has been historically anchored in Meetings and Telephony, with strong uptake across ANZ and parts of Southeast Asia. As the Meetings market matures, Zoom is betting on Contact Centre and AI innovation to drive its next phase of regional growth, repositioning itself as a CX platform, not just a communications tool.
Evolving AI with intent
The launch of Zoom’s next-generation Virtual Agent in June 2025 marks a significant step forward in its AI journey. With reasoning capabilities, workflow integration, and multi-system orchestration, Zoom is moving beyond basic automation, signalling a deeper commitment to embedded, agentic AI across the customer journey.
Mid-market gains, enterprise ambition
ANZ remains Zoom’s anchor in the APAC region, with several solid wins on the board. But compared to the deal size and scale of more established players, Zoom’s enterprise traction is still in its early stages. Their real momentum today sits in the mid-market, where Zoom is actively competing against Dialpad, RingCentral, and 8x8, enabled in part by its backed by strong UCaaS credentials. Zoom continue to grow and are likely to secure market share in certain segments from the larger and more established vendors. Zoom continues to invest in AI and platform expansion highlighting its strategic intent to become a main player.
12-month Outlook:
Zoom enters the next year with clear momentum and strategic intent. Its focus will be on strengthening its partner ecosystem, enhancing its CX feature set, and landing flagship enterprise deals that shift perception from challenger to category leader. Continued investment in agentic AI, combined with a bold push beyond ANZ into Southeast and North Asia, will be critical. A high-profile deployment, especially in financial services, telco, or government, would mark a major milestone and signal Zoom’s arrival as a credible, modern CCaaS platform in APAC. With the right execution, Zoom is on track to become one of the region’s most compelling growth stories in CX.
Discover better with IR. Get in touch to see AI-powered observability in action.