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3CX: The Age of Hype in WebRTC is Over

January 07, 2015

2014 was a pretty impressive year as far as real-time communications, and its immediate derivative Web-based real time communications (WebRTC) went. A variety of new developments arrived with almost disturbing frequency, and it became clear that this was a market where disruption was almost routine. But one point in which it did lack, at least somewhat, was in the field of producing actual benefit for business. That's a point that's likely to change soon, according to a new report from 3CX.

3CX notes that 2014 was a major year for industry buzz when it comes to WebRTC, but that actual benefit to business users was still somewhat short on the ground as many of the developments weren't getting into users' hands. That made for something of a problem, as it started to look like the technology was mostly hype with little actual benefit. But this has actually served a useful purpose, according to 3CX founder and CEO Nick Galea, as it's allowed businesses to start getting ready to bring WebRTC into normal operations.

While WebRTC has a lot that makes it comparatively seamless, there does still need to be a little advance planning to properly fit it into current operations. The planning required isn't exactly difficult—Galea notes that businesses particularly need to make sure that the unified communications (UC) system in place is “based on open standards” and that the system is “WebRTC native.” With those two key points in mind, businesses will likely be well on the way to being WebRTC ready, and with WebRTC capability comes a host of new options.

WebRTC can offer an array of services that most businesses will find welcome, ranging from screen sharing and Web conferencing systems that can take place without the need for an external client, click-to-call systems that allow users to get in touch with a business right from a Web page, and several other options from there. Already, some businesses are putting said tools to work, with positive results.

This actually dovetails somewhat with a second prediction 3CX made, noting that, in 2015, session initiation protocol (SIP) trunking would likely overtake the T1 line as the go-to service as regards private branch exchange (PBX) service, noting that companies are eager to take advantage of services that offer better efficiency, quality and reliability. IP networks are offering these points, and that's also putting some more notice on WebRTC.

But whether it's the improvements that SIP trunking can offer, or the improvements that WebRTC can offer, one key point remains: businesses are eager to improve operations, and the tools that can provide those improvements are going to be the tools that businesses turn to most often. While right now, WebRTC is still a comparatively young technology, it has shown itself to have a wide variety of potential uses. Thus, those companies that have begun reorganizing systems to accommodate WebRTC should, in the fullness of 2015, find that those improvements are available for use on a much wider scale than 2014 could offer, and that means plenty of new avenues for business and market strategies to put to use. Just click-to-call technology alone can ramp up the standard marketing call to action to a degree seldom seen of late, and make even hesitant shoppers pull the trigger on an order.

Only time will tell if 3CX's predictions turn out accurate, but there's certainly enough going on in the WebRTC market to suggest that there will be plenty of developments to come.

Edited by Maurice Nagle

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