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Business Introduction to WebRTC
Session: B0-1 Phil Edholm President and Principal PKE Consulting [email protected]
PKEConsulting LLCT
InnovateIntegrateransform
InteractionInformation
Networks
1
Session Presenters
• Chris Vitek – Principal and Managing Partner – WebRTC Strategies
• Dean Bubley – Principal – Disruptive Analysis
• Brent Kelly – VP and Principal Analyst – Constellation Research
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WebRTC - GameChanger
Phil Edholm
President and Principal
PKE Consulting
PKEConsulting LLCT
InnovateIntegrateransform
InteractionInformation
Networks
3
Ubiquitous Bandwidth
Cloud
Devices
Three Big Trends
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WebRTC – GameChanger?
WebRTC 5
Typical Client and Media Engine
• Audio • Setup and control the hardware
• RTP, compression, encryption, statistics, etc.
• Produce low-latency audio from microphone
• Conceal loss, de-jitter and play audio from the network
• Cancel echo, VAD, reduce noise, etc.
• Manage codecs
• Video • Render video, capture camera input
• Video processing (blue screen, gamma, etc.)
• Conceal loss, de-jitter and play video from the network
• Cancel echo, VAD, reduce noise, etc.
• Manage codecs
• Bandwidth Management
Client/Media Engine Structure Components
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Web RTC Puts the Media Engine into the Browser
You
r Web
A
pp
WebRTC Media Processing
HTML – HTML5 Visual User Experience
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Standardization
IETF
RTCWEB WG formed after BOF at IETF 80, April 2011
Focus on protocols and interoperability
W3C
W3C WEBRTC WG created May 2011
High level APIs and device control (mid, camera, network)
PeerConnection API proposal originally proposed in WHATWG currently being discussed: http://dev.w3.org/2011/webrtc/editor/webrtc.html
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WebRTC Implementations Adding WebRTC to Any Web Server
HTML & WebRTC API VOIP SRTP
Web Server with WebRTC Control
SIP
Vendor A UC Platform with WebRTC Control
Vendor C UC Platform with WebRTC Control
WebRTC as an extension to existing networks of servers (Carriers)
Other WebRTC Enterprise Integrations
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HTML & WebRTC API VOIP SRTP Vendor Media Vendor SIP
Integrating a Media Server with WebRTC
Web Server with WebRTC Control
Media Server
SIP Integration with RTP
Web Server with WebRTC Control
WebRTC and SIP Clients with Media Gateway
Web Server with WebRTC Control
Media Server
Enabling an Existing Contact Center product with WebRTC
Contact Center Server
Media ServerVOIP
Softswitch
Guest Portals: The Webification of Real-Time?
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www.abc.com/portal/kevink www.comp.com/meet/johnc
Vendor A WebRTC Portal
Vendor C WebRTC Portal
Guest Portals: The Webification of Real-Time?
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www.giant.com/circle/larryp
Vendor A WebRTC Portal
Vendor G WebRTC Portal
Enabling Media Servers for Other Real Time Applications
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WebRTC Enabled Web Application Server
Media Server
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WebRTC Timing
• In base Browser Plans – WebRTC in Chrome today – Mozilla Firefox in general Beta – in GA in weeks – Ericsson bowser for mobile devices – Opera this year
• Other browsers – Open source plug-ins for IE and Safari – Potential iOS app in app store
• Promotion Community
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Potential Barriers
• Microsoft may actively resist – Contrary to Friends and Family strength of Lync and Skype – Organizational shift may indicate probable support
• Apple is not committing – Could block app in App Store – Indications are they will support as a standard
• Open Issues – Video codecs
• Security – Open interface to camera/microphone could become an issue
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Company Positions on WebRTC
Uncommitted /Following
Committed
Telcos
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WebRTC Benefits
WebRTC enables users to participate in a communications experience as delivered by any web site without downloads, registration or general cost. WebRTC Services
Consumer
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WebRTC enables any web server to deliver a unique real time communications experience, with simplicity and reliability, without dependence on service providers or other services. WebRTC Services
Provider
Game Changer, Disrupter, Transformer?
Core Technology
Delivery
General
Industry Disruptions
Market and Societal Disruptions
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WWW, web, browser Impact
Industry Disruptions
Market and Societal Disruptions
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Core Technology
Delivery
General
VoIP Impact
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Industry Disruptions
Market and Societal Disruptions
Core Technology
Delivery
General
WebRTC Impact
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Core Technology
Delivery
General
Industry Disruptions
Market and Societal Disruptions
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….and the world changed
…..and it will again…….
WebRTC
S.S w/WebRTC Control
S.S w/WebRTC Control
S.S w/WebRTC Control
S.S w/WebRTC Control
S.S w/WebRTC Control
Application with WebRTC Control
Application with WebRTC Control
Application with WebRTC Control
Social System with WebRTC Control
Social System with WebRTC Control
Social System with WebRTC Control
The Real-Time Web
Vendor A UC Platform with WebRTC Control
Vendor C UC Platform with WebRTC Control
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Chris Vitek Principal and Managing Director WebRTC Strategies [email protected]
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Enterprise Use Cases – Things Will Change
STRATEGIES
WebRTC
WebRTc in the Enterprise:
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• Customer Collaboration • Enterprise Contact Centers
Customer Collaboration
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Customer Collaboration:
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• Extending rich collaboration interfaces to customers.
• Create more intimate relationships. • Solve problems more quickly. • Offer the customers any interface that is convenient
to them: PC, tablet or smartphone. • Simple: No Downloads.
Customer Collaboration: Examples
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• Patient Collaboration interface: • Personalized address book. • Document sharing. • Anonymous availability. • In-home care.
• Broker Collaboration: • On-Line statement analysis. • Investment opportunity
analysis.
• Education: • Distance learning. • Student collaboration.
• Trade Contractor Maintenance: • Sharing pictures. • Scheduling maintenance
appointments. • M-to-M integration.
• Government: • Permit completion and filing on-line
with assistance – If needed. • On-line driver’s license renewal. • Document collaboration. • PBX elimination.
Enterprise Contact Center:
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Gartner Group Forecast:
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• Marketing Technologists budgets will surpass CIO budgets within the next three years.
• Big Data marketplace will hit $57B this year and remain at that level for the next 3 years.
• Legacy Enterprise Telecom spend is on a downward trend and the market continues to fragment.
Enterprise Contact Center: Loyalty Vs. Satisfaction:
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0%
20%
40%
60%
80%
100%
Low Effort High Effort
Loyalty
0%
5%
10%
15%
20%
25%
30%
Satisfied- Plan to Leave
Not Satisfied - Plan to Stay
Satisfaction
Current Enterprise Contact Center Strategies:
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• Move Transactions to the Web.
• Optimize Business & Management Processes.
• Survey and Improve Customer Satisfaction.
• Implement Micro-Targeting with Legacy Contact Center Context and Tools.
Why Not Use Existing Technologies?
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• Chat is widely available.
• Document co-browsing has been available since 1995.
• Video integration is available from many vendors.
• CTI has been available since 1992.
• Mobile applications are available from many vendors.
Why WebRTC?
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• Telecom Context Vs. Web Context
• Chat, Co-Browsing, Video, CTI and Mobile all are supported by a single technology.
• Licensing and Maintenance Cost are Higher with 5 Difference Vendors.
• WebRTC eliminates the need for IVR, legacy does not.
• No downloads.
Legacy Customer Interaction
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ANI & DNIS
Big Data: Contact Center Routing and Micro-Targeting:
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ANI & DNIS
Results in a 1,000 Seat Contact Center:
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• Customer effort is reduced.
• Customer service labor expense reduction $6.6M/year (15%).
• PSTN reduction or elimination $800K/year.
• Survivability (Catastrophe Communications).
• More Secure.
• Enables Micro-Targeting.
• Improved loyalty impact on marketing budget: $30M/year (10% of marketing budget).
WebRTC Market Status & Telco Impact
Dean Bubley, @disruptivedean
Director
Disruptive Analysis
Voice & messaging are fragmenting
Convergence
& standards
Fragmentation & differentiation
There will no new ubiquitous “interoperable” services
Voice ≠ Telephony
Copyright Disruptive Analysis Ltd 2013
June 2013
Past: 2G / 3G / PSTN / UC Future: WebRTC, apps, APIs, 4G
Voice
Telephony
Voice
Telephony
Video, context, sense
Video Gaming, CEBP, surveillance,
social voice, TV voice etc Voicemail
Conferencing PTT
For telcos, it’s all very grim Downsides
Voice & SMS saturation & cannibalisation Regulation & competitive impacts Weak content & VAS propositions
Economic pressures Ecosystem competition
Upsides Connecting the last unconnected
Smartphones & data growth Better segmentation, pricing & promotion
Innovative services & enablers Embracing & exploiting fragmentation
Copyright Disruptive Analysis Ltd 2013
June 2013
Carrier strategies with or vs. OTT
Copyright Disruptive Analysis Ltd 2013
June 2013
Also: Exit & allow customers to BYOVoice
Telco-OTT
Innovate on-net
services
Block / degrade / Charge
Partner OTT & bundle
WebRTC forecasts: 4bn devces
Copyright Disruptive Analysis Ltd 2013
June 2013
Source: Disruptive Analysis WebRTC Strategy Report, June 2013 & Q2 Update June 2013 Definitions & methodology in report - See disruptivewireless.blogspot.com for details
Device base supporting WebRTC growing Zero4bn in 4 years M
illio
n
For telcos, WebRTC is a magnifier
Copyright Disruptive Analysis Ltd 2013
June 2013
Now
With WebRTC Bigger opportunities
Worse threats Faster speed
WebRTC: fixed & mobile
Copyright Disruptive Analysis Ltd 2013
June 2013
Most WebRTC on PCs will be “inside the
browser”
On mobile, it’s much more complicated
Native browser Natively in OS 2nd browser 3rd party SDK
WebRTC is definitely not “mobile-first”. PCs about 18 months ahead
WebRTC is a 3-legged, stable stool
Copyright Disruptive Analysis Ltd 2013
June 2013
WebRTC
Enterprise Telco Consumer
Enterprise Telco Consumer
Can survive even if one of the “legs” takes too long: especially as each area
has 3-5 major subsets
Which use-cases lead?
Copyright Disruptive Analysis Ltd 2013
June 2013
Existing
web
services
Adding real-time
comms capabilities
Existing
realtime
comms
services
Extending via the web,
blending web capabilities
?
Lead WebRTC use-cases
Copyright Disruptive Analysis Ltd 2013
June 2013
Early enterprise adoption • “Call me” buttons • Internal contact-centre (cheaper agent positions)
Initial consumer web apps • Remote 1-1 education/training • Free standalone video-calling
Live & commercial
• Vertical niche solutions (finance, health) • Corporate conferencing • Developer APIs & SDKs
Pilots / pre-commercial
Trials & demos
• Telco core/IMS extension • Entertainment & consumer electronics • Full enterprise UC. Also M2M & data-centric apps
Copyright Disruptive Analysis Ltd 2013
June 2013
Very early forecast One viral app may accelerate this
Main WebRTC strategies for SPs
Extend on-net services, eg
IMS
Turbocharge Telco-OTT
apps
Sell packaged WebRTC
services to subscriber
Enhance developer platform
Copyright Disruptive Analysis Ltd 2013
June 2013
Much enthusiasm – but also complexity. Need to
start work now
Upgrade hosted enterprise UC,
conferencing etc
Lower costs/complexity &
improve reach & “virality”
Improve API relevance
Also: Enhance own CRM Invest & incubate
WebRTC gateways galore
E. Brent Kelly, Ph.D. President and Principal Analyst KelCor, Inc. Vice President and Principal Analyst, Constellation Research [email protected]; [email protected]
Our Business Themed Research Portfolio
54
Future of Work NextGen Customer
Experience
Matrix Commerce
Big Data, Analytics,
Performance Management
Technology Optimization
CoIT and the New C-Suite
Digital Marketing
Transformation
Focusing on the board room – addressing business problems first
A specialty research and advisory firm focused on incorporating disruptive technologies and innovative business models.
Our Business Themes and Practice Areas
Is WebRTC Innovative?
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Let’s Look at Three Litmus Tests for Disruptive Technologies
Remember: a litmus test is an indicator…
Litmus tests do not give exact magnitudes.
Taken from the Innovator’s Dilemma
Test 1: The New Market Test
• Is there a large population of people who historically have not had the money, equipment, or skill to do this thing for themselves, and as a result have gone without it altogether or have needed to pay someone with more expertise to do it for them?
• To use the product or service, can people begin using it in a more convenient context?
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Test 2: The Low-End Market Test
• Are there customers at the low end of the market who would be happy to purchase a product with less (but good enough) performance if they could get it a lower price?
• Can a business model be created that enables the new company to earn attractive profits at the discount prices required to win the business of these over-served customers at the low end?
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Test 3: The Incumbent Test
• Is the innovation disruptive to all of the significant incumbent firms in the industry? If it appears to be sustaining to one or more significant players in the industry, then the odds will be stacked in that firm’s favor, and the entrant is unlikely to win.
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The Enterprise View of WebRTC
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Legacy Integration
Specific Apps
There is room for both view points
The Enterprise View of WebRTC… Legacy
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Browser Running HTML5 With WebRTC
Web Server
WebRTC-to-SIP Border Controller
SIP Control Data
Phones or Video Units
SIP-Based PBX
Border Controller
Control Data
Peer Connection (audio, video)
PSTN
Cellular World
Traditional Phones
Border Controller
For any enterprises, WebRTC will need to integrate with existing infrastructure.
Browser Running HTML5 With WebRTC
SIP Control Data
The Enterprise View of WebRTC - Apps
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Peer Connection (audio, video, and/or data)
Browser Running HTML5 With WebRTC
Browser Running HTML5 With WebRTC
Web Server
Pee
r Co
nn
ection
(aud
io, vid
eo, an
d/o
r data)
Browser Running HTML5 With WebRTC
Browser Running HTML5 With WebRTC
Peer Connection (audio, video, and/or data)
Pee
r C
on
nec
tio
n (a
ud
io, v
ideo
, an
d/o
r d
ata)
Enterprises will pay for • Voice • Group video & infrastructure • Audio conferencing • Web conferencing
About half like these integrated and half will go best of breed.
Generally, Enterprises will not pay for • IM/Presence • Desktop video
When Should Organizations Adopt WebRTC? Another Lens to look through
• When it impacts one or more key drivers
– What generates the company’s revenue
– What the company is best at
– What the company is passionate about
• Otherwise, ignore it…
– Unless your competitors are adopting it, then adopt it to maintain parity
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Low Hanging Fruit for WebRTC in Enterprises
• Engagement – Sales and e-commerce (get the customer to buy or subscribe
more easily) – Some support applications, particularly voice and data sharing – High value/high impact engagement (video)
• Don’t count on WebRTC too much in regular support websites – The trend for existing customers is toward self service and
away from speaking to an agent (which costs money)
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Market Size for WebRTC?
• It’s still early days. Initially significant value in platforms and SBCs
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Think of WebRTC as you would HTML: what’s the market size for HTML? – Well, generally nothing.
It’s what people do with WebRTC that will generate
its value.