Business needs are different across industries, and OTT’s “one-size-fits-all” approach creates opportunities for CSP innovations that enable product individualization, a closer customer focus, and meaningful solutions to the different sectors and niches they serve, without the operational burden of having to manage each product individually. Customer acquisition and retention via individualized products has proven to be an effective long-term approach for business success, because it allows customers to see the CSP as a strategic partner for potential future needs, which can range from core telephony services to app development and systems integration for business markets. UC&C solutions are usually the starting point of day-to-day interactions between companies and users. As businesses continue digitalizing their processes, the need to have information flow between digital assets, employees, and customers can position UC&C as a strategic platform for launching new products. By retaining full control of the platform capabilities and the way the platform is integrated into the CSP’s network, companies can deliver innovations that leverage existing and future technology investments and create unique experiences for their customers.