Umniah by Beyon and CEQUENS have partnered to bring AI-powered, omnichannel CPaaS to Jordanian enterprises at scale. We sat down with Abdulsalam Obeidat, Acting Chief Business Officer at Umniah by Beyon, to discuss the vision behind the partnership, the communication gaps facing Jordanian businesses, and what comes next.
Umniah by Beyon’s Role in Jordan’s Telecommunications Landscape
Umniah by Beyon has built a strong position in Jordan’s telecommunications and digital services sector by continuously evolving its offerings in line with the changing needs of individuals, businesses, and the wider digital economy.
Being part of Beyon Group connects Umniah to a broader regional technology ecosystem, providing access to expertise, capabilities, and innovation that complement our deep understanding of the Jordanian market. This combination strengthens our ability to bring advanced digital solutions to customers locally while continuing to build on the trust and presence Umniah has established in Jordan.
The evolution to Umniah by Beyon represents an important step in that journey. It reflects our ambition to go beyond traditional telecommunications and connectivity and further strengthen our position as a technology-driven company and digital solutions partner.
For our enterprise customers, this means delivering more integrated, advanced, and scalable solutions that can help them operate more efficiently, enhance customer experience, and accelerate their digital transformation.
Why CPaaS, Why Now?
Our vision is centered on enabling businesses in Jordan to communicate with their customers in a smarter, faster, and more integrated way. Today, customer engagement takes place across multiple digital touchpoints, and businesses need the ability to manage these interactions efficiently while delivering a consistent experience across channels.
Through our partnership with CEQUENS, we are bringing an AI-powered CPaaS solution that brings key communication capabilities together within one scalable platform. From targeted and bulk SMS to WhatsApp Business, Facebook and Instagram APIs, email campaigns, push notifications, advanced APIs, and analytics, organizations can manage and optimize customer interactions more effectively while gaining greater visibility into communication performance.
This is also closely aligned with Umniah’s broader transformation from a traditional telecommunications provider into a technology-driven company. Connectivity remains at the heart of our business, but our role is expanding to provide enterprises with the digital platforms, technologies, and solutions they need to transform their operations and customer experiences.
CPaaS is a clear example of how we are translating that direction into practical capabilities for the Jordanian market.
Closing the Communication Gap for Jordanian Businesses
One of the key challenges businesses face is the fragmentation of customer communications. Different channels are often managed through separate platforms, providers, and processes, creating additional complexity and making it more difficult to maintain a consistent customer experience.
At the same time, customer expectations have evolved significantly. Customers increasingly expect businesses to communicate with them quickly, conveniently, and through the digital channels they use every day. Meeting these expectations requires communication capabilities that are integrated, scalable, and flexible enough to support different customer journeys and business requirements.
The value of CPaaS lies in bringing these capabilities together. By combining Umniah’s local market expertise and trusted support with CEQUENS’s global communications technology, we can provide organizations with a more unified approach to customer engagement.
This can help simplify operations, improve communication efficiency, and give businesses access to advanced digital tools that can grow alongside their needs.
Early Momentum and the Opportunity Ahead
With the platform now deployed, our priority is to translate the partnership into tangible value for our enterprise customers. We see a clear opportunity as organizations across sectors increasingly prioritize digital customer engagement and seek more efficient and integrated ways to manage communications across multiple channels.
Our focus in this next phase is on engaging businesses around relevant use cases, demonstrating how the platform can address their specific communication requirements, and building sustainable adoption over time.
The solution is particularly relevant to enterprises, government entities, financial institutions, SMEs undergoing digital transformation, technology startups, and digital service providers, where scalable and effective customer communication is becoming increasingly important.
While we are not disclosing specific commercial or customer figures at this stage, we are confident in the market opportunity. Our approach is focused on building adoption responsibly and ensuring that customers see clear business value from the platform rather than measuring success solely through short-term uptake.
Why CEQUENS?
For Umniah, selecting the right partner was about more than technology. We were looking for a partner with the expertise, capabilities, and scale to support the evolving communication needs of businesses in Jordan, while sharing our focus on delivering meaningful value to customers.
CEQUENS has extensive experience in enterprise communications and an established platform that already serves more than 2,500 companies worldwide. Combined with Umniah’s strong local presence, enterprise relationships, and understanding of the Jordanian market, this creates a compelling proposition for organizations seeking advanced communication capabilities backed by local support.
Our collaboration with CEQUENS has been highly constructive, with strong alignment between both teams throughout the deployment.
The completion of the platform marks an important milestone, but more importantly, it provides the foundation for what comes next: helping organizations use these capabilities to strengthen customer engagement, improve communication efficiency, and support their wider digital transformation ambitions.