This is a market expansion play.
One of the key areas for growth is new integrations to other vendors. So when Emite talks about Genesys or Amazon integrations that development investment was significant. Ipaas will enable more integrations for much less effort/cost. So a much larger market opportunity into new brands.
It also allows upsells into existing customers because the speed/effort to deploy additional integrated solutions will be reduced.
Ann: Prophecy Launches eMite iPaaS, page-3
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