BUSINESS TECH | Cloud communications gain ground in the Philippines
Telavi said many Philippine organizations still use fragmented communications tools that were not designed to support distributed workforces or centralized customer service.
More Philippine businesses are reassessing their communications systems as cloud-based platforms gain wider adoption globally, driven by hybrid work, enterprise cloud migration, and efforts to reduce operating costs.
According to cloud communications provider Telavi, many local companies continue to rely on personal mobile phones and messaging apps for customer inquiries and internal coordination, a setup the company said can contribute to missed business opportunities and operational inefficiencies.
The global Unified Communications as a Service (UCaaS) market reached $87.39 billion in 2024 and is projected to grow at a compound annual growth rate of 19.8% through 2030. The Asia-Pacific region is expected to remain the fastest-growing market as businesses continue migrating from legacy communications infrastructure to cloud-based systems.
The company said many Philippine organizations still use fragmented communications tools that were not designed to support distributed workforces or centralized customer service. It added that rising operating costs, including transportation expenses, have prompted more businesses to adopt hybrid work arrangements while maintaining productivity.
Telavi said cloud communications platforms can reduce the need for on-premise telephone hardware, maintenance contracts, and dedicated IT personnel while enabling employees to access business communications remotely. The company said its platform offers 99.99% uptime, is ISO 27001:2022 certified, and complies with the Philippine Data Privacy Act.
Erwin Co, president and CEO of Gur Lavi Corp., said the company began developing its cloud communications platform before the pandemic accelerated demand for remote and hybrid work technologies.
“In retail and food service, up to 30% of customer calls could be going unanswered—and with 85% of those callers never trying again, the cost isn’t just a missed call. It’s a missed customer, forever. For one local restaurant, that translated to an estimated P800,000 in potential revenue missed every single month. For a university, it’s thousands of prospective enrollees who never got through,” Co said.
He said the issue extends beyond remote work, arguing that many Philippine businesses continue to use communications infrastructure that has already been replaced by cloud-based systems in several neighboring markets.
Countries including Singapore have completed the migration away from legacy copper telephone networks, while Australia and Germany have also expanded the adoption of cloud communications platforms.
Telavi said businesses evaluating communications upgrades are increasingly weighing the costs of maintaining legacy systems against the operational impact of missed customer interactions and delayed internal coordination.
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