Real Time Communications Featured Article

WebRTC Expected to Grow as Companies Seek Competitive Advantage

February 09, 2016

The quest for instant communications tends to be one that never ends. As soon as consumers grow accustomed to one way of connecting, they demand bigger, better, faster. Technology innovation does its best to keep pace, with starts and stops along the way. One area that continues to grow in support of real-time communications is WebRTC, a trend expected to continue.

The latest data to support this assumption comes from Research and Markets latest report, Global Web-based Real-time Communication Market 2016-2020. The research firm suggests that the global WebRTC market will grow at a CAGR of 36.02 percent from 2016 to 2020. One of the main drivers in this growth is the increasing demand for real-time communications. Businesses continue to be on the hunt for the best ways to connect with their audience in real-time as a competitive advantage.

With WebRTC, these companies can leverage the technology to enable browsers and mobile applications with true real-time communications. Users can launch voice calls, video conferencing and even peer-to-peer file sharing without downloading special software to enable the connection or browser plugins to support the data transfer.

When companies and customers can connect in real-time, the company has the opportunity to gain better insights into customer demand and overall feedback. Using this information, the company can improve and customize products and services so they better fit the needs of the customer base. In turn, the customer gets immediate and personalized service, satisfying their needs through methods that allow customer service agents to get to the heart of the problem much faster.

Still, WebRTC hasn’t fully saturated the market or enjoyed mainstream adoption. While a number of solutions have been introduced into the market to support the demand for real-time connections, not all companies have jumped on board. Likewise, not all consumers are ready for this next level of interaction with a company. Whether it’s a lack of the right device or simply asking them to engage through a channel with which they are unfamiliar, WebRTC is still an anomaly to some.

For millennial consumers, however, the demand for these types of interactions is growing. This generation was raised with a device in hand, texting was the main form of connecting and social media evolved around their preferences. WebRTC is the next natural step to delivering the kind of immersive experience they have come to expect. Only time will tell if the older generations will embrace or resist this type of interaction.

Edited by Stefania Viscusi

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