Attending the recent Cloud Communications Alliance (CCA) 2025 event in St Petersburg, Florida was an eye-opening experience. Across presentations, panels, and conversations, a few powerful themes emerged that will shape the future of our industry. Here are my key takeaways.
1. Cloud Comms has Expanded Beyond UCaaS
A strong takeaway from the event was that the future of cloud communications is not solely UCaaS. Vertical focus, automation, and integrated CX are now table stakes. While 77% of customer interactions are still voice-based, 50% of customers now want UC and CC bundled together, and contact center is often the lead driver in decision-making. The modern customer wants bundled UC + CC, with AI driving insights from every conversation.
2. AI has Arrived as a Growth Enabler for Companies of All Sizes
A very loud, consistent message throughout CCA 2025 was that AI has arrived and is affecting customer expectations for service providers of all sizes. While AI is often touted as a magical solution, the messaging at CCA came with more of a practical tone. Today, businesses can efficiently achieve productivity gains of 10% or more which can save money and offset hiring needs as companies grow. Think of AI as a tool to streamline—not stretch—your team.
3. Business Valuations Favor Cash Flow, Differentiation, and Go-to-Market Alignment
Q Advisors emphasized that free cash flow, especially when paired with strong customer retention, ARPU, and unique market positioning, increases the valuation of a company. The balance of sustainable, profitable growth—even if it’s a steady 10-15%, driven by free cash, is yielding higher valuations in financial markets.
But the biggest pivot? The reseller platform model has overtaken the DIY platform build as the preferred go-to-market strategy. Buyers are increasingly favoring providers who have partnered with best-in-class vendors, rather than trying to build and maintain their own tech stack. Service Providers don’t have to sacrifice ownership of the customer or their own brand equity to accomplish growth!
4. Strategic Focus Has Shifted from Product Features to Business Outcomes
A standout theme was that partners must move beyond selling “communications tools” and instead deliver business outcomes—solutions that improve workflows, automate processes, and drive measurable results. A further advantage goes to those who approach business conversations with a vertical industry approach.
Final Thoughts: The Platform That Enables, Not Competes
CCA 2025 made it clear: Service Providers and Carriers need a partner that puts them at the center of the value chain—not one that competes with them. That means white-label flexibility, best-in-class support, and financial alignment. The future of cloud communications lies in smart, strategic use of AI, financial discipline, and a customer-first approach to differentiation. And there’s never been a better time to align your business around outcomes. And, of course, Intermedia is helping Service Providers and other partners do just that.
Patrick Sheehan
Patrick is Intermedia's VP of Channel Development & Distribution.
May 5, 2025
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