WebRTC Offers Companies New Opportunities to Improve Their Online Communication

WebRTC is a new "disruptive" technology, which is considered to be a game changer for digital communication. The term stands for Web Real-Time Communication, indicating that it allows real-time communication (text, voice and video) from within the browser, without any plugins or other applications to install. This easily accessible system can be implemented in many corporate web applications and improves business communication through the web.

The way we look at business software has changed dramatically over the last few years. In the past, heavy mainframes and the client-server model were the standard. Now, we work via mobile and web applications as much as possible. One thing we could not avoid until recently is the fact that voice and video conferencing over the web required separate software or - at least - a browser plugin to be installed. That time is now over, with the arrival of WebRTC, a web standard that enables us to easily embed these types of communication into many web-based applications. Over time, I expect all software to be offered through the web browser, as a SaaS. This means that, in fact, all the software that is provided as a service now and in the future may benefit from this low-threshold form of audio and video communication.

Opportunities for companies

The functionality that enables WebRTC may not be new, but the way in which it is executed, is. After all, this communication technology allows you to incorporate UC into existing web applications in a very simple way, eliminating the need for suppliers to develop this functionality themselves. This saves a lot of time and money, and allows these organisations to focus on the core functionality of their own products. Nevertheless, this means WebRTC can become a very important part of, for example, a SaaS application, since a much broader form of real-time communication is made available to users. These users get the opportunity to start a chat, audio or video conversation with a push of a button and without installing any additional software. This may dramatically improve both the communication between users and between companies and their customers or partners, as well as the quality of their service.

Integrated solutions

SaaS vendors will obviously benefit enormously from WebRTC's possibility to integrate real-time communication in their products. But I also see many opportunities for the telecom industry. They are, after all, looking for new business models to compensate for the decline of traditional audio communication and text messaging. WebRTC allows telecom providers to give their SaaS products a much richer user experience by means of real-time communication at the front, linked with the underlying communications network. For telecom providers with a progressive vision and a focus on user experience, this would even offer opportunities to make the transition from telecom to cloud.

User-focused

WebRTC's main advantage is that it is extremely easy to use for consumers. Making calls through the browser has always been possible using flash, a plugin or an application. But the moment it becomes a direct part of your browser and is always available, there is no longer any threshold for not using this means of communication. Interactions become richer and users can contact each other much more directly, but also, for example, their customers or suppliers. Most websites now still only offer a link to an email address or a contact form. This means that your distinctiveness will be greatly enhanced by integrating audio, video and chat into your platform.

Customer engagement

I believe that customer engagement nowadays can be greatly improved by adding WebRTC to websites. It can, for example, contribute to better customer service, or facilitate sales contacts. Think for example of a click-to-dial webphone that can be integrated with all browsers and web applications. The possibilities you can offer with such a product are endless. Imagine a contact centre offering the ultimate customer experience by enabling users to contact them for free online, in any way they prefer. You can offer them to call, chat or video call in real-time, all through a standard web browser. Just think of the convenience to be able to offer immediate assistance by enabling screen-sharing between customer service and the caller. Or what about integrating this technology for a web store? The ease of contact resulting from such an approach will increase the number of contact moments, improve customer satisfaction and thus increase sales.

Low threshold

However, WebRTC's opportunities are not limited to boosting contact moments via your own website. It is also possible to maximise your marketing investments by applying this easy-to-integrate and use technology to all your communications efforts. A "Contact me" button, for example, can be integrated into an online ad banner, an electronic brochure or even in emails and newsletters. The low threshold of this real-time communication solution ensures that companies are literally a click away from their customers.

By Stijn Nijhuis, CEO of Summa Communications. Stijn Nijhuis founded, together with his fellow CEO Koen van Geffen, the Dutch telco Voiceworks in 2005. In 2015 they started Summa, an international company that develops innovative communication software.