dialogue area
The digital age has introduced a spectrum of ways to connect: SMS and push alerts, email and instant messaging, social networks and conversations through text, voice, and video. Even the same method of communication can differ in form; for instance, calls may use mobile networks, IP telephony, instant messengers, or dedicated platforms, while wired communications remain in play.
This abundance makes life easier by letting people pick the channel that fits them best. Some people dislike voice messages and prefer live conversations, while others regard phone calls as an intrusion into personal space. For some, email has faded in importance with the rise of instant messaging. People may also switch channels depending on the situation.
In a business context, this diversity creates real challenges in reaching customers, partners, and internal teams effectively. Omnichannel success requires governance and scalable systems that can grow with the business and adapt to new demands.
Overall, omnichannel is a cornerstone of effective corporate communication; without it, customer loyalty and productive collaboration with partners are hard to achieve. A solid internal communications framework is just as vital for strong corporate leadership.
The leading trend in corporate communication is moving toward cloud-based platforms offered as a service (CPaaS) for automated, programmable messaging and engagement.
Recent market research highlights that cloud communications platforms enable real-time customer interactions, feedback collection, and personalized experience tuning. Programmable APIs support two-way communication like chatbots, interactive voice menus, and video calls. CPaaS platforms increasingly blend artificial intelligence and machine learning to analyze data, predict preferences, and tailor messages to improve campaigns and engagement.
Founder of right solutions
On January 31, 2023, MTS introduced its own CPaaS offering, the Exolve platform, marking a first omnichannel product of this kind in Russia. It enables organizations to automate communications quickly and flexibly, fitting specific needs and elevating business-to-customer interactions. The platform also supports marketing automation and business analytics by integrating apps within a unified communications strategy.
The Exolve name blends the ideas of explanation and problem solving, underscoring the aim to reduce time spent on technical issues and user onboarding.
Using Exolve, companies can build and scale communications apps without relying on third-party infrastructure.
Consequently, the platform supports voice and testing methods to connect with customers beyond the limits of ready-made solutions.
The Exactitude Consultancy study notes that CPaaS allows full personalization of the communication process and channel choice based on needs and audience preferences. Experts emphasize that the global CPaaS market is driven by the desire to enhance customer experiences, boost engagement, and improve service.
Access to Exolve is via a personal account that requires only an email address for registration. All applications are managed through a single interface using a streamlined, “one window” approach. Cloud technology enables seamless channel switching, instant data collection and analysis, and integration with enterprise IT systems such as CRM.
The Exolve platform stands out as the first proprietary software product developed by a telecom provider in Russia. This achievement resonates beyond national borders, signaling potential for the global market. Exolve evolved from solutions originally created by MTT, a long-standing player in Russian telecom and IT services since 2021. Today, it stands as a unique provider of both software and communications services from a single source, aiming to meet customer needs comprehensively.
A key advantage is reliability: core components like the main module and voice/text management are developed and controlled in-house. This ensures security and continuity, with the platform hosted in centralized data centers and data stored within Russian servers.
Modular assembly
Exolve functions as a builder that lets organizations quickly and flexibly craft communications services tailored to specific business goals, assembling required features from a broad toolkit. This approach elevates development quality and enhances customer interactions by enabling genuinely personalized connections.
Via open APIs, users gain access to operating systems, software, databases, and development tools hosted in the provider’s cloud.
In just a few clicks, one can set up an app for SMS and push notifications, emailing, instant messaging, and voice communication. Additional tools include callback, call monitoring, speech synthesis, intelligent outbound number selection, number protection, and SMS-based authentication.
Building and deploying custom solutions with cloud tech is faster and more cost-effective than relying on third-party services.
Moreover, collecting and analyzing customer interaction data becomes simpler; data can be consolidated and reported within the same solution, configured to meet the desired parameters.
The cloud platform supports effective channel management in a single system, continually evaluating the level of personalization through ongoing analysis.
By late 2023, Exolve had earned industry recognition, winning awards for digital platform excellence and leadership in digital service delivery. These accolades reflect its impact on the market and its role in advancing cloud-based communications.
universal solution
The Exolve interfaces are designed around universal solutions suitable for businesses of all sizes across diverse sectors. Marketplaces, online retailers, IT services, call centers, delivery firms, financial institutions, and clinics can all implement a tailored communications system. API-based phone configuration proves especially effective for companies with large sales and technical support teams.
Cloud communications platforms are now central to omnichannel strategies in retail, e-commerce, fintech, and online entertainment. Exolve has been adopted by major Russian marketplaces such as Avito, CIAN, and Ozon, where custom integrated solutions are built to meet unique requirements.
Small and mid-sized enterprises also leverage the platform for virtual PBX, VoiceBox voice bots, Number Protection, and the 8-800 toll-free reference number. The flexibility and affordable pricing make Exolve an attractive option for startups and growing businesses seeking scalable growth. CPaaS enables businesses to scale at minimal cost.
Statistics from MTS show a substantial share of small businesses and a meaningful portion of mid-sized firms use automation tools to engage customers, underscoring the shift toward programmatic, data-driven communication strategies.