8×8 has acquired Singapore-based mobile marketing and enterprise messaging provider Maven Lab,
The move marks a significant step in 8×8’s goal of building out its end-to-end customer engagement capabilities across the Asia-Pacific region.
The deal also reinforces 8×8’s broader strategy to move beyond enterprise messaging as a standalone capability and toward more orchestrated, omnichannel customer experiences, particularly for organizations operating at scale across diverse regional markets.
8×8 said the acquisition expands its customer engagement footprint, APAC-native messaging, and automation capabilities, strengthening support for enterprise and public-sector organizations that rely on secure, high-volume communications with local delivery requirements.
Sylvain Chaperon, General Manager of CPaaS at 8×8, pointed to Maven Lab’s practical experience delivering ready-to-deploy messaging solutions as a key driver behind the move.
“Maven Lab brings deep experience delivering packaged, outcome-oriented messaging solutions that customers can deploy quickly,” he said.
“Together, we will expand our ability to help APAC organizations run secure, high-volume customer communications across more channels, with expanded regional coverage and support.”
Moobidesk Integration Expands Regional CX Capabilities
Central to the acquisition is Moobidesk, Maven Lab’s cloud-based customer engagement and messaging platform.
8×8 plans to integrate Moobidesk into the 8×8 Platform for CX, combining it with the company’s broader communication, automation, and CPaaS capabilities.
The integration is designed to deliver a more unified and scalable platform for APAC, while expanding support for a wider range of customer interaction channels.
According to 8×8, the combined teams will also assess opportunities to enhance engagement in the region through richer interaction experiences, smarter automation, and support for emerging channels.
Those capabilities are increasingly relevant in Asia-Pacific, where enterprises often operate across multiple markets with different customer expectations, regulatory frameworks, and channel preferences.
Industries highlighted by 8×8 include finance, eCommerce, healthcare, logistics, and travel, where customer communications frequently need to move quickly from outbound notifications to two-way interactions, without sacrificing governance or reliability.
Maven Lab Sees Acceleration for Customer Journeys
From Maven Lab’s perspective, the acquisition represents a chance to scale its Singapore-built messaging and engagement technology more broadly across the region.
“Joining forces with 8×8 is a step-change for what our customers can do next,” said Hiew Wee Soon, Co-Founder and CEO at Maven Lab.
“We are bringing Singapore-built messaging and engagement capabilities together with 8×8’s global scale, security, and CPaaS expertise so organizations across Southeast Asia and beyond can launch richer customer journeys faster, automate more intelligently, and communicate with greater reliability.
“And it sets a clear direction for a more unified platform that helps enterprises move from sending messages to orchestrating end-to-end customer engagement.”
Existing APAC Footprint Provides Immediate Scale
Maven Lab’s platforms are already used by organizations across healthcare, media, and transport, delivering millions of customer engagements, outreach messages, and notifications each year.
With the backing of 8×8’s global infrastructure, regional data centers, and enterprise-grade compliance capabilities, customers are expected to benefit from improved throughput and reliability, alongside stronger data protection and security.
8×8 also highlighted the role of its fraud prevention and authentication capabilities, positioning them as increasingly important as customer communications expand across more channels and touchpoints.
What This Means for CX
For CX leaders, the acquisition is less about adding another messaging tool and more about how messaging is evolving within broader engagement strategies.
8×8 has spent the past few years pushing a “one platform” approach, bringing together contact center, unified communications, CPaaS APIs, AI, and third-party integrations under its Platform for CX.
The underlying message has consistently been that customer engagement does not begin or end in the contact center.
Maven Lab’s Moobidesk platform fits into that narrative by strengthening the layer where many customer journeys actually start: outbound and automated communications.
From Notifications to Orchestrated Engagement
In many organizations, messaging still operates in isolation, treated as a utility for alerts, one-time passwords, or reminders. The challenge is that these interactions increasingly trigger follow-on conversations, escalations, or service requests.
By combining high-volume messaging with automation and tighter platform integration, 8×8 is positioning messaging as a managed engagement capability rather than a simple delivery mechanism.
That shift is critical for industries such as travel, logistics, and healthcare, where customer expectations hinge on timely updates that can quickly turn into two-way interactions.
Extending CX Beyond the Contact Center
Another recurring theme in 8×8’s CX strategy is the recognition that a large share of customer interactions occur outside traditional contact center environments.
Messaging and digital engagement tools increasingly sit at the intersection of automated workflows, frontline employees, and agent-assisted service. Strengthening that layer helps reduce friction when customers move between self-service, proactive outreach, and human support.
In that sense, Maven Lab’s technology gives 8×8 more regional depth to support distributed engagement models across APAC, where customer journeys often span multiple teams, systems, and channels.
Reliability and Trust as CX Differentiators
In high-volume customer communications, reliability and security directly shape customer experience. Delayed notifications, failed message delivery, or weak authentication can quickly undermine trust.
8×8’s emphasis on compliance, data protection, and fraud prevention reflects the growing importance of governance in CX programs, particularly in regulated industries and markets with strict data residency requirements.
For enterprises operating across Asia-Pacific, the ability to balance scale with local execution remains a persistent challenge.
This acquisition suggests 8×8 is aiming to address that gap by pairing regional messaging expertise with global platform capabilities.
If the integration delivers as planned, the most significant CX impact may come from smoother handoffs between messaging, automation, and live engagement – an area where many omnichannel strategies still fall short.
