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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

[email protected]

PKEConsulting LLCT

InnovateIntegrateransform

InteractionInformation

Networks

3

Ubiquitous Bandwidth

Cloud

Devices

Three Big Trends

4

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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http://dev.w3.org/2011/webrtc/editor/webrtc.html

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


Media Server

SIP Integration with RTP


WebRTC and SIP Clients with Media Gateway


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

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



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Core Technology

Delivery

General

VoIP Impact

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Core Technology

Delivery

General

WebRTC Impact

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Core Technology

Delivery

General



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….and the world changed

…..and it will again…….

WebRTC

S.S w/WebRTC Control





Application 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

[email protected]

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


June 2013

Carrier strategies with or vs. OTT


June 2013

Also: Exit & allow customers to BYOVoice

Telco-OTT

Innovate on-net

services

Block / degrade / Charge

Partner OTT & bundle

WebRTC forecasts: 4bn devces


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


June 2013

Now

With WebRTC Bigger opportunities

Worse threats Faster speed

WebRTC: fixed & mobile


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


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?


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


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


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


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]

mailto:[email protected]

mailto:[email protected]

Our Business Themed Research Portfolio

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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.


SIP Control Data

The Enterprise View of WebRTC - Apps

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Peer Connection (audio, video, and/or data)



Web Server

Pee

r Co

nn

ection

(aud

io, vid

eo, an

d/o

r data)



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.

innovate information pke consulting llc ransform · business introduction to webrtc session: b0-1...

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