Believe it or not, our story begins in 2001. Back then, Oded Arbel (our CTO) and myself were working at a
mobile content company. We were developing and building mobile content platforms, providing the emerging
mobile industry with ring-tones, logos and other content items. These were unique times, as there were
very little standards, and each carrier was doing their own thing.
Oded was a developer and I was in charge of the company's IT. Back then, the bane to my existence was
our office PBX system, an unapproachable, malfunction prune - Panasonic PBX system. It was big, clunky,
annoying and worst of all - expensive to maintain.
I remember thinking to myself: "Why can't I manage this stupid box like a piece of software? I manage
multi-million dollar server infrastructure, yet, this box is a complete mystery". Being an Open Source
advocate, I looked for solutions - and I found one, a highly experimental project called Asterisk®.
It was a mess, documentation as an obscene word and a fair number of community members were, to say the least,
unfriendly. However, the project creator, Mark Spencer, was (and still is) a really nice guy and helped
out any person who showed interest in his project. Asterisk fired up my imagination, it worked - yes, had
some issues, but did the job.
Fast forward a few years, I find myself building various Asterisk based platforms for large enterprises.
Ranging from mobile carriers, content providers and IP centrex solutions - I did them all. At that point,
Oded and I were no longer working together. Oded had travelled to new realms of Internet content in Taboola,
where he was in charged with designing their architecture and global platform. I was building various
One thing I hated about building communication systems was that there was no clear and concise methodology.
I had my own, others had theirs - it was a mess. A constant 'battle' of wits, between developers trying
really hard to 'prove' their coolness. So, in 2007 I developed the first ever Voice API platform. It was
based on XML-RPC (RESTful interfaces were still very new). It took me a year, but it enabled my customers
to build any type of communications work-flow, without knowing anything about telephony. I present my work
at Astricon 2008 to some friends and people from the Asterisk community...
Since that time, I've been having this idea in my head: "Telephony is great, people love talking on the phone.
But - people hate waiting in queue, people hate being transferred between agents and worst of all, people
can't stand these annoying IVR menus that no-one seems to get. Can't there be something better?" - sorry
to say, at that time - that was the best there is.
I then thought to myself: "I should write a book about developing these systems, maybe it will create some
form of 'standard'" - so I did. As my wife was carrying our first born, I was writing that book. Which was
published shortly before she was born. I was struck by the fact that I received emails from all over the
world, with questions and requests for more information. What most amazed me was the fact that the people
contacting me, were not communications or telephony developers.
Fast forward 7 years, Eric Klein and myself complete over 150 different communication platforms and
millions upon millions of phone calls that traversed these systems - technology had caught up with my
idea. Suddenly, the availability of WebRTC and mobile VoIP OTT made my idea, of having the ability to
add a 'context' to each call and session possible. We had smart-phones and good Internet, but the
available mobile technologies and still were lacking. So, I set out on a personal path to build something
new - slowly, with a lot of pain and sweat (sometimes with complete disregard to people telling me I'm
crazy), I created the first version in 2015.
I realized that I can't build this on my own, I lacked the 'web scaling' knowledge to turn this idea into
a real cloud service. I called Oded Arbel who joined forces with me to build this amazing new technology.
Oded brought to our adventure a new view of how SaaS and APIs are built. While we don't always agree on
things - we both share the same passion to create new tools and technologies. This is what drives us
everyday and makes all of this worth while.
Cloudonix isn't your typical communications platform. Unlike other platforms that rely on traditional
networks, Cloudonix is a full cloud solution, completely detached from the traditional networks. While it
is fully capable of interconnecting with these, its primary focus and goal is to enable businesses to
incorporate communication tools and capabilities into their service - without relying on traditional
phone numbers, call minutes and arcane telephony infrastructure. Cloudonix doesn't democratize the telephony
network, it democratizes communications - regardless of what and where they are. Be it mid-down Manhattan,
the Favela in Rio or Orchid Road in Singapore - Cloudonix is there.
Nir Simionovich, CEO and Founder