Brent Kelly
President/Principal Analyst
KelCor, Inc.
bkelly@kelcor.com
Twitter:@ebkell

Vice President/Principal Analyst
C...
“Adult Thinking” with respect
to WebRTC
Practical thoughts from the
enterprise marketplace

2
The Enterprise View of
WebRTC… Think Integration
Web Server

WebRTC-to-SIP
Border Controller

Border Controller
SIP-Based ...
The Enterprise View of WebRTC
Point Capabilities
Peer Connection (audio, video, and/or data)
Browser
Running HTML5
With We...
The Video MTI Codec Morass
• A huge setback for WebRTC
• Video is already convoluted in the market
• Big Issues for the En...
But, There’s Still Hope
There is still a lot
that can be done
with the WebRTC
voice and data
channels!

Maybe we can still...
The Hype Cycle
WebRTC is
somewhere
between the
technology
trigger and the
peak of inflated
expectations

Source: Gartner

...
When Should Organizations
Adopt WebRTC?
• When it impacts one or more key drivers
– What generates the company’s revenue
–...
A Word on Communications-Enabled
Business Processes (CEBP)
• It is harder than it sounds
• Discussions with many companies...
A Recommendation Moving Forward
• Avoid too much focus on WebRTC
features and focus on your long term
needs
• Tie *any* We...
Low Hanging Fruit for WebRTC
in Enterprises

• Engagement

– Sales and e-commerce (get the customer to buy or subscribe
mo...
Three Types of Opportunities
• Cost Cutting
– an enterprise can use WebRTC as a way to cut costs

• New Revenues
– New bus...
Market Size for WebRTC?
• Even with billions of devices that are “WebRTCEnabled”, it’s still early days.
Think of WebRTC a...
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WebRTC: An Analyst's View

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This presentation was given at the WebRTC Expo in Santa Clara on November 19, 2013. Others speaking in this session included Phil Edholm, Chris Vitek, Tsahi Levent-Levi, Lawrence Byrd, and John Burke

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  • We would like to dispel a myth about communications-enabled business processes. CEBP is a buzzword used around in the industry. Our interviews with end-users indicate that few companies are ready to implement communications-enabled business processes. Most of them are having a hard enough time just getting their IP telephony solution deployed. They will be looking to the vendors to implement unified communications within line of business applications. We also find that even though many processes may be common to companies in the same industry, there is enough variation in these internal processes, that every company will need to be treated as a custom deployment. Consequently, a vertical-specific unified communications services capability is likely to be very important to distinguish the similarities and the differences between companies in the same vertical.
  • WebRTC: An Analyst's View

    1. 1. Brent Kelly President/Principal Analyst KelCor, Inc. bkelly@kelcor.com Twitter:@ebkell Vice President/Principal Analyst Constellation Research brent@constellationr.com blog: uccinsider@blogspot.com AN ANALYST’S VIEW 1 11/25/2013
    2. 2. “Adult Thinking” with respect to WebRTC Practical thoughts from the enterprise marketplace 2
    3. 3. The Enterprise View of WebRTC… Think Integration Web Server WebRTC-to-SIP Border Controller Border Controller SIP-Based PBX SIP Control Data Border Controller Control Data PSTN SIP Control Data Peer Connection (audio, video) Cellular World Traditional Phones Phones or Video Units Browser Running HTML5 With WebRTC Browser Running HTML5 With WebRTC For any enterprises, WebRTC will often need to integrate with existing infrastructure. 3
    4. 4. The Enterprise View of WebRTC Point Capabilities Peer Connection (audio, video, and/or data) Browser Running HTML5 With WebRTC Web Server Peer Connection (audio, video, and/or data) Generally, Enterprises will not pay for • IM/Presence • Desktop video Peer Connection (audio, video, and/or data) Browser Running HTML5 With WebRTC Peer Connection (audio, video, and/or data) Browser Running HTML5 With WebRTC Browser Running HTML5 With WebRTC Enterprises will pay for • Voice • Group video & infrastructure • Audio conferencing • Web conferencing About half like these integrated and half will go best of breed. 4
    5. 5. The Video MTI Codec Morass • A huge setback for WebRTC • Video is already convoluted in the market • Big Issues for the Enterprise – No consistent codecs (even Opus and VP8) – Intellectual property problems – No love from Microsoft and Apple 5
    6. 6. But, There’s Still Hope There is still a lot that can be done with the WebRTC voice and data channels! Maybe we can still bring balance and stability to WebRTC 6 11/25/2013
    7. 7. The Hype Cycle WebRTC is somewhere between the technology trigger and the peak of inflated expectations Source: Gartner 7
    8. 8. When Should Organizations Adopt WebRTC? • 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 8
    9. 9. A Word on Communications-Enabled Business Processes (CEBP) • It is harder than it sounds • Discussions with many companies confirm – Internal processes are very different from company to company, even in the same industry – Many companies are trying to work through just getting a good IP telephony solution • CEBP is a lower priority that few are really worrying about… for now, until one or more competitors do something • Most are maintaining technological parity 9
    10. 10. A Recommendation Moving Forward • Avoid too much focus on WebRTC features and focus on your long term needs • Tie *any* WebRTC technology solution to your people, your processes, and your technology that you intend to keep • Use some kind of technology adoption process 10 © 2009 Wainhouse Research,
    11. 11. 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 video 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) 11
    12. 12. Three Types of Opportunities • Cost Cutting – an enterprise can use WebRTC as a way to cut costs • New Revenues – New business models and customer engagement are possible. These will generate new money • Infrastructure/Toolkit Manufacturing – Even with WebRTC in the browser, there are still needs to interconnect or provide additional application scaffolding 11/25/2013 12
    13. 13. Market Size for WebRTC? • Even with billions of devices that are “WebRTCEnabled”, it’s still early days. 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. 13

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