WebRTC Gets Real for Enterprise Communications

WebRTC Gets Real for Enterprise Communications

WebRTC is emerging from the realm of hype to real-world adoption. This open source standard lets application developers enable voice and video communications within web browsers for customer-facing web applications.

An early 2014 survey of IT leaders by Nemertes Research found that over half of respondents had no plans to implement WebRTC. What a difference a year makes. Commercial adoption is on the rise. There are 1.5 billion WebRTC capable browsers in use and there has been over 3 billion downloads of WebRTC-powered applications, according to Google.

Here are three key reasons why enterprises are embracing WebRTC-enabled communications technologies:

  1. Agility: WebRTC lets businesses and their IT departments rapidly deploy new communications features that make it easy for customers to interact with them. WebRTC enables simple, click-to-talk features on Web sites. And it enables tight integration with enterprise applications and business processes to capture customer information.
  2. Cost: WebRTC offers a standard means to implement voice and video communications over IP networks, eliminating the need for solutions that operate over the Public Switched Telephone Network (PSTN). And unlike traditional Voice over IP solutions, WebRTC implementations do not require companies or their customers to download applications or register for services in advance.
  3. Persistence: WebRTC enables collaboration and communications that are persistent, so all interactions are associated with a particular customer. The context of those conversations can be captured and used for future reference.

Masergy’s Cloud Unified Communications (UC) solution is now WebRTC enabled via the Virtual Automated Attendant. VAA includes an easy-to-use application wizard that allows Cloud UC customers to auto-generate the necessary web code to easily create custom menu structures on their web sites to provide customer sales and service support.

The solution changes the end user experience allowing them to easily navigate to the specific resource they need and initiate a call with the click of a mouse. The call is established from the user’s browser to an existing telephone destination, bypassing the PSTN.

VAA embodies Masergy’s Software Defined Network (SDN) philosophy, providing enterprises with automation, simplicity and cost savings. VAA does not require any additional hardware and is available to existing Cloud UC customers free of activation costs.

Masergy has implemented the VAA technology on its customer support web page. The Click to Call with WebRTC feature enables customers to reach technical support personnel for Hybrid Networking, Managed Security and Cloud Communications with the click of a button.

Enterprises should expect many more WebRTC innovations from Masergy and others in the coming months.

Learn more about Cloud Communications.

About Dean Manzoori

VP, Cloud Communications, Masergy
Dean Manzoori is Vice President of Product Management for UCaaS at Masergy Communications. He brings over 25 years of IT experience in a variety of roles including operational management, strategic planning and business development. Dean holds a BSEE from California State University, Long Beach with Great Distinction and an MBA from Pepperdine University.