How to Make WebRTC Useful for Business
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The document discusses WebRTC and its business usefulness for communications service providers. It notes that WebRTC engagements are increasing and most are focused on communications services and interested in video capabilities. It also discusses how WebRTC can help lower costs and raise revenues, though it requires additional components like media processing to generate meaningful revenue. The document advocates that WebRTC needs to become more business useful by providing these additional media services and processing capabilities.
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How to Make WebRTC Useful for Business
- 1. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. Business Useful WebRTC Business Useful WebRTC Kevin Cook, President & CEO, Dialogic Kevin Cook, President & CEO, Dialogic
- 2. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 2 Is WebRTC Business Useful ?
- 3. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 3 Dialogic’s WebRTC perspective
- 4. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 4 By the #’s 200 180 160 140 120 100 80 60 40 20 0 MayAprilMarchFebruaryJanuaryDecemberNovemberOctoberSeptemberAugustJulyJune 91 WebRTC engagements 74%communications service provider focus 67%need to interwork networks with WebRTC 62%are international 65% interested in video capabilities
- 5. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 5 Business justification for WebRTC Lower costs Raise revenues
- 6. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 6 WebRTC is free?
- 7. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 7 WebRTC in action
- 8. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 8 Generating revenue with WebRTC
- 9. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 9 Is WebRTC a commodity? com·mod·i·ty noun k - mä-d -tēə ˈ ə class of goods for which there is demand, but which is supplied without qualitative differentiation across a market. com·mod·i·ty noun k - mä-d -tēə ˈ ə class of goods for which there is demand, but which is supplied without qualitative differentiation across a market.
- 10. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 10 From this …
- 11. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 11 … To this
- 12. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 12 Value Added Services 2.0 Traditional TelephonyTraditional Telephony Web TelephonyWeb Telephony
- 13. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 13 WebRTC at work in the real world
- 14. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 14 WebRTC in the airport
- 15. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 15 WebRTC in the dance studio
- 16. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 16 WebRTC on the trading floor
- 17. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 17 WebRTC in the doctor’s office
- 18. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 18 Media processing Multi-party conferencing
- 19. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 19 Media processing Interworking
- 20. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 20 Media processing Transcoding
- 21. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 21 Media processing Recording
- 22. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 22 Media processing Stream processing
- 23. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 23 Media processing Person to Machine
- 24. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 24 Where we are going
- 25. COMPANY CONFIDENTIAL © COPYRIGHT 2014 DIALOGIC INC. ALL RIGHTS RESERVED. 25 WebRTC can and must become Business Useful
- 26. Dialogic and Network Fuel among others as well as related logos, are either registered trademarks or trademarks of Dialogic Inc. and all companies controlling, controlled by, or under common control with Dialogic Inc. (“Dialogic”). The names of actual companies and products mentioned herein are the trademarks of their respective owners. 06/14 dialogic.com
Editor's Notes
- Self intro / Company intro
- WebRTC has progressed rapidly – lots of hype – but: far from universal given only Chrome and Firefox – other big guys reticent - for many reasons. Is it ready? If So – ready for what? Can anyone really make money off of it? Is it business useful today? What is the business justification for WebRTC? Reference Economist article as a proof point WebRTC is starting to go mainstream
- Some background on Dialogic’s customers & sales Service Providers – 90% of top 50 mobile carriers Enterprise & CC – most of the fortune 500 Enabling – 1000’s of developers and integrators We have had a horizontal platform for real-time communication applications for many years Our customers in many different market segments build their solution on, that platform We see a lot / work with a lot of what is going on out there before it’s actually deployed. Some end up making money and some don’t. Some innovations that were successful: IVR Unified Messaging Color Ring Back Tone Video Texting (before Twitter!) Mobile Video Conferencing [Some that didn’t in case you want do mention them: Background Music 3G-324M
- Over 200 unique customers and developers are engaged with our latest software media processing platform – Power Media XMS Approx 90 of those are WebRTC engagements These are real business that have real networks and applications already and unaddressed pain points they were looking to solve with WebRTC These engagements span – service providers, contact centers, enterprises, new web-start-ups, and the development communities that serve them We are seeing the most interest in communications service provider solutions – many service providers – especially Tier 1’s - are looking to extend their networks and develop new offerings with WebRTC Not surprisingly then, many, but not all, are looking to start their WebRTC endeavors by interworking their existing networks with the web This is not just a US tech phenomenon either – nearly 2/3 of our activity is international with notable pockets of activity in South America and the Middle East, even central Africa What’s the killer feature? We’re seeing video This industry has been trying to make wide-scale video telephony happen for years Many of our customers believe that WebRTC, with its easy embed ability and the ubiquity of cameras our computing devices, will finally make this happen
- This is like any new technology. It may be cool, but it needs to solve some problem related to costs or raising revenues or improving service What’s the business justification for WebRTC? So how does WebRTC do this?
- The interesting part about WebRTC is that so much of it is open source and comes for free So some of it is free, but there is still work to do, so it still need business justification Do the free aspects actually translate to cost savings?
- We’re a global company with employees in more than 30 countries Coordinated internal communications We spend more than $6000 just on conference bridges and more than that if you factor the cost of tools like Lync We have a media server that powers these applications so we have been eating our own dog food to help lower these costs [Play short video]
- We talked about using WebRTC to save money, but how do you use WebRTC to make money? This question is especially important for the service providers and application developers in the audience since this is what pays the bills
- The first question here is – is it possible to make money off of WebRTC? We already established this is all ubiquitous low-cost stuff Humanity has been making calls for more than 130 years now You can already get VoIP for free with Skype, Facetime, and plenty of other services Is WebRTC coming out of the starting gate as a low-cost commodity with nowhere to go?? Will anyone ever pay for it? Can you ever make money off of a commodity? Well, we certainly think so…..
- How do you go from an everyday commodity like coffee?
- To a powerful, global brand like Starbucks that commands a premium value? They key is to add value & differentiate, determine customer needs and desires and develop to those requirements
- For those of you who have been around the telecom space for a while, you probably remember the term VAS for Value Added Services The simple act of speaking across distances alone is not really worth all that much Today we add value to real time communications through: Quality with echo cancellation, etc. Transcoding conferencing auto-attendant and interactive voice response systems call center agent supervision and coaching systems text-to-speech speech recognition But as we move into an era of new networks – be that LTE or web telephony – we can’t assume that all value added services of the past will continue to be valuable Some will take on new, even more powerful forms But, what I find even more exciting is all the potential for new value added services that just are not possible on today’s networks Just image what will be possible when you can easily embed communications into every app on ubiquitous high speed networks
- there is so much value being added in the here & now today Here are some examples from our customers
- Example implemented by our solution development partner in Colombia – CallTech who is here at the show. Latin American Airline Staffing live agents is difficult – they are waiting most of the time and then all of the sudden a plane arrives and is about to take off and they are overwhelmed Using video kiosks in airports to augment live agents Focused on higher-end, more profitable international travelers first Did not require all new infrastructure Simply used WebRTC to video-enhance existing call center system and agents
- Here is another example from CallTech in Colombia They are working with a dance studio in Bogota The studio wants to expand and promote its own, unique style of dancing Normally to do this they would have to setup local studios or franchises all over Colombia and meet with instructors to certify them – this is a lot of work Instead making that huge investment and risk, they are using WebRTC to provide remote lessons – expanding their footprint and brining in new students In addition, they are using WebRTC to certify instructors in other studios – allowing them to expand their brand without travelling all over the country [full promotional video from CallTech for background: http://youtu.be/Smr-_wonD5Y]
- WebRTC is not only useful recreationally at home, it also has a great place in hyper-demanding environments like financial trading floors One of our customers sets up and managers high-powered trading turret systems that bridge audio from a dozen or more different live feeds These systems are critical infrastructure for traders, but they are difficult to manage and maintain They are expensive – costing $1000’s They are physically tethered which is becoming very limiting in today’s mobile workplace To address these challenges, our customer – a Tier 1 service provider in the UK – is developing a WebRTC based turret This not only allows them to lower their capital outlays for infrastructure, but allows them to sell turrets into more places – remote branches, smaller enterprises, even home offices
- Anyone who lives in the US knows our healthcare system needs a lot of work Insurance costs keep rising while the doctor’s struggle to maintain quality care Fortunately technologies like WebRTC are helping to fundamentally change some of our healthcare processes with Telemedicine We are happy to announce a new partner with solutions to this problem – Span systems who is exhibiting in the Oracle booth. Span has extensive experience in the healthcare and insurance vertical and is now leveraging WebRTC to enhance and streamline communications between doctors, patients, and insurers We all hate to wait to see the doctor and it’s not good business to have expensive doctors tied up with trivial issues or spend too little on critical patients Wouldn't be easier if you could be screened remotely prior to coming in? For those critical patients – often the ones who end up costing the system the most because they forgot to take their medication or neglect to report symptoms – wouldn’t it be nice if there was an inexpensive, hassle free to check in on those patients without requiring them to travel to the doctor’s several times a week? WebRTC brings these capabilities in a time when innovative thinking is needed most in this vertical Healthcare is one vertical where high quality, easily accessible real-time video can really make an impact
- What do all these examples have in common? There is critical media processing going on under the hood to provide including one or more of Multi-party conferencing to bridge multiple callers and split off streams traditional MCU-type functionality; mixing streams from various sources into one or more streams and relaying them to users to avoid the mesh overloading problems that occur in many WebRTC conferences
- Interworking to connect the new web telephony network to existing networks Interworking with existing telephony environments – including with the 6B+ users who can be reached via a SIP/SS7 based network and enterprise PBX’s
- Transcoding – as media encoding technology continues to improve and new codecs are introduced, converting one audio or video codec to another.
- Recording of the communication to save it and make better use of it later and As needed for regulatory and compliance requirements
- Monitoring, manipulating, and analyzing a stream in real time, be it via a text overlay, active talker detection, or inserting an ad into the stream or doing manipulation of the video or utilizing avatars.
- Person-to-machine capabilities to allow automated computer interaction While WebRTC was originally made for browser-to-browser communications, there are many person-to-machine applications that might not involve another person at all, like today’s IVRs, Text-to-Speech, speech recognition systems, or machine vision, analytics and more
- [swap center image with an example from this deck] So the next question is – where is all this going? Dialogic started more than 30 years ago when touchtone DTMF was one of killer apps driving the computer telephony industry. This was media processing Today the same is happening with the more advanced forms of media processing that occurs in enterprise VoIP and service provider IMS networks Tomorrow this will get a lot more exciting just think of wearable, always-streaming technologies like Google Glass and what that will enable
- WebRTC saves money – Current & new forms VAS will drive new revenues Allowing Communication SP’s to compete with OTT, providing new services If WebRTC is is going to become a real catalyst for changing the Comm Services landscape, it must become Business Useful