Real Time Communications Featured Article

GENBAND's CMO Brad Bush Discusses the Shift in Marketing, Real Time Communications and WebRTC

May 09, 2014

Technology is not only taking over the way we communicate and share with mobile devices, social media, wireless networks and the Internet; it’s also changing marketing. Marketing is becoming more of a technological discipline, and the two are merging in ways that many people didn’t see coming.




I recently caught up with Brad Bush, chief marketing officer at GENBAND, in its Frisco, Texas office, to talk about his transition from chief information officer to chief marketing officer, the merging between technology and marketing and why he believes WebRTC is a game-changing technology.

Bush explained marketing is becoming more of a science and less of an art, and revolves around how technology can impact business, which is changing more and more each year. Because Bush came from a CIO role, he sees GENBAND’s business from a different point of view. He understands the technology and how decision makers, including CIOs, think.  

“We’re looking at marketing more methodically and scientifically. We’re analyzing the ROI for every dollar we’re investing, and using the same technology we’re selling to our customers to create better experiences for our customers, including using live agents on our website and soon embedding WebRTC into how we deliver service,” Bush explained. “We are also embedding real time communications features into our workflow internally, which we’ll be demonstrating next month at our Perspectives 14 event.”

Our conversation led to the unification of the Web (webification) and the transformation of real time communications.

“Human communications is changing faster than it ever has, and it’s changing in a way it hasn’t before,” Bush said. To keep up with the major trends fueling this change, such as WebRTC, OTT and other real time communications technology, there are two major transitions GENBAND is undergoing:

  • Hardware to software: GENBAND used to be primarily a gateway and controller business, and is now focusing on SBCs, UC and pure software apps, putting everything onto the cloud and focusing on virtualized, scalable architectures.
  • Fixed carrier to a multicarrier and multimarket view: the company has shifted from a wireline fixed carrier business to providing services for MVNOs, cable providers and wireless providers. 

Bush is a huge proponent of WebRTC and knows – not thinks – it is a game-changing technology. The low barrier to entry is one of the key factors driving WebRTC’s  growth. “There are small guys innovating at a pace that is different than our industry has seen,” he said. “It’s exciting because it allows a ubiquity of the same type the Web did in the mid-90s. The browsing capability did the same thing for the data communications. Eventually the small guys became the Googles and the Yahoos.”

That low barrier to entry, Bush says, is what makes it feel like 1995 all over again. We can’t predict what innovation will look like in five years, just like it was impossible to predict eBay, Amazon or Salesforce when we were satisfied with static Web pages.

“We’re in the static Web pages stage of WebRTC,” Bush explained.  “The hype has been so high that some people have written it off because we’re at a point where people talk about it so much that they expect results. The technology is the right technology finally – for many years we tried to put real time communications on the Web through plugins, IMS architecture of different methodologies to get the Web and data talking together. The reason WebRTC excites me is it changes that dynamic and makes it easy. It talks the way a Web developer would talk instead of the way a telecom program would talk. It lets the average Web developer, with a few lines of code, do some pretty cool things. That’s what’s really changed.”

In addition to offering a WebRTC gateway that brokers sessions between the Web and traditional telco world, GENBAND has also added RESTful APIs that make it easier and faster to build applications. As WebRTC continues to bridge the gap between traditional telecom and next generation Web communications, more companies and applications will start to work on enabling that transformation in a seamless way.

At the WebRTC Conference & Expo held in Santa Clara, Calif. last November, Bush spoke about the past, present and future of WebRTC and how the, “Human Contextual Moment” will be the key to the future of WebRTC. At the upcoming WebRTC Conference & Expo in Atlanta, GA from June 17-19, Bush will speak about WebRTC as an ecosystem and where the money will be minted.  




Edited by Stefania Viscusi

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