Real Time Communications Featured Article

WebRTC Speaks to a Wide Range of Enterprise Applications

January 07, 2015

Whether you’re considering advertising, customer care, employee recruiting, or security services, real time communications over the web have a role to play in enterprise communications.

Indeed, the use cases continue to multiply for WebRTC, which enables direct person-to-person (as well as person-to-machine, and machine-to-machine communications) via most popular browsers and without the need for a special plugin. WebRTC also enables the developer community to more easily integrate real-time communications into new or existing applications.

Let’s consider advertising first. As Dr. Luis Lopez, project coordinator of open source software project, explained late last year, businesses can create new advertising models based on projecting users (through their WebRTC-enabled browsers) into virtual environments where they can interact with celebrities or virtual objects., the winner of the 2014 WebRTC Conference & Expo V Demo Award from TMC, has also demonstrated how WebRTC can be leveraged to provide security. This could, for example, come into play to improve the security of a city (or a remote branch office even) by integrating computer vision algorithms with IP cameras on the street, which personnel can look through when specific events occur, Lopez said.

Customer care is another arena in which WebRTC is being explored and employed. Amazon’s Mayday button was a pioneering effort on this front – exhibiting how companies can offer video-based customer care related to specific products. In this case the video customer care is related to a Kindle e-reader, but it could just as easily be offered by KitchenAid related to a mixer, by Tesla related to a car, or by Whirlpool related to a washing machine.

WebRTC also offers an easy way to integrate click-to-call capabilities – be they voice or video calls – into a website. As previously reported, toy retailer Toy Genius, is among one of the companies leveraging WebRTC on this front.

Recruiting is yet another important application for WebRTC-enabled video communications. What’s noteworthy here is that WebRTC makes it easy both for enterprises to bring video communications capabilities to the existing workflows and applications used by human resource personnel and managers, while simplifying the videoconference experience for job candidates, who don’t have to concern themselves with downloading plugins to participate in such interactions.

Edited by Stefania Viscusi

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