iotum named the only Canadian key CPaaS provider by S&P Global on its worldwide list of 25 platforms as company, Podcast

iotum named the only Canadian key CPaaS provider by S&P Global on its worldwide list of 25 platforms as company, Helping UCaaS Providers Punch Above Their Weight with CPaaS, AI and Branded Communications, Podcast

By Doug Green

“Let us worry about it. Let the product people do what we’re good at, and you can service your customers.”

iotum has been named by S&P Global as the only Canadian key CPaaS provider on its worldwide list of 25 platforms, a recognition that comes as the company is launching a new softphone for UCaaS resellers.

In this CCA podcast, I spoke with Jason Martin, CEO of iotum, about what the recognition means, how iotum is helping UCaaS providers expand their offerings, and why CPaaS, AI and branded communications are becoming more important to the next phase of the channel.

The conversation centered on a familiar challenge in the communications market: many providers began as PBX companies, moved into UCaaS, and then continued adding services as customer expectations changed. Today, customers want messaging, video, branded applications, automation and AI-enabled communications experiences. For many resellers, the question is how to deliver those capabilities without having to build everything themselves.

Martin said iotum is helping providers solve that problem through CPaaS capabilities and through its role in the Crexendo and NetSapiens ecosystem. For Crexendo partners, he said iotum can provide services that allow resellers to “punch above their weight,” offering advanced capabilities under their own brand.

Those capabilities include A2P messaging, video and a new softphone that is becoming popular with NetSapiens users. The model is designed to let channel partners stay focused on customer relationships, while iotum handles the product and platform work behind the scenes.

That is an important distinction. In a market where customers increasingly expect integrated communications experiences, smaller providers often need access to enterprise-grade tools without taking on the cost and complexity of developing them internally. iotum’s approach gives those providers a way to extend their offerings while maintaining their own brand identity.

The S&P Global recognition also points to a larger trend. CPaaS is no longer simply an enterprise developer category. It is becoming a practical way for UCaaS providers, resellers and channel partners to add communications capabilities that can be branded, integrated and delivered as part of a broader customer relationship.

Martin also discussed how the communications industry is being shaped by regulation, global market changes and AI. iotum operates in highly regulated environments, including the U.S., Canada and Europe, and Martin noted that providers have to think carefully about compliance, customer trust and the requirements of different markets.

Looking ahead, Martin said agentic AI will be “massive,” but he framed the opportunity in practical terms. Rather than replacing human communication, he sees AI adding to what communications providers already do. For iotum, that means an API-focused future in which AI agents can use communications tools to help people connect, collaborate and get work done.

That point matters for service providers. As AI becomes more embedded in communications, the opportunity will not simply be to sell another feature. The larger opportunity will be to connect AI, voice, messaging, video and customer workflows in a way that helps businesses communicate more effectively.

For channel partners, the message is clear: the next phase of cloud communications will reward providers that can combine trusted customer relationships with new technical capabilities. iotum is positioning itself as one of the companies helping partners make that jump.

Learn more: https://www.iotum.com/