1

WEBRTC BUSINESS USE CASES

Lawrence Byrd Independent Strategist

@LawrenceByrd

@LawrenceByrd at Gmail, LinkedIn, Twitter, WebRTC World

From Tuesday’s Business Introduction to WebRTC session delivered alongside presentations from Phil Edholm, Chris Vitek, Tsahi Levent-Levi, Brent Kelly and John Burke.

2

Who are We?

Enterprise LOB Developer

Enterprise Comms Vendor Consultant, Analyst

Enterprise IT SaaS Vendor

Service Provider Enterprise Apps Vendor

@LawrenceByrd

3

Topics Different Perspectives on Technology Change The Enterprise “Extension” View The SoCoMo “Disruptive” View Example Use Cases Marketing, Customer Experience,

Sales, Collaboration

So What? Achieving Business Value

@LawrenceByrd

4

Different Perspectives

Enterprise

Traditional Vendors

Service Providers

New Entrants

@LawrenceByrd

5

Enterprise “Extension” View Session Management, SIP

SBC WSC

Customers

Mobile Workers Partners

Video Conferencing

Web Apps

Business Apps

IP-PBX, IVR, CC, UC

@LawrenceByrd

6

SoCoMo “Disruptive” View

WebRTC & Communications Cloud Services

IaaS, PaaS, Open Source

Consumers, Entertainment … Enterprise

SaaS SaaS SaaS SaaS SaaS

@LawrenceByrd

7

The SoCoMoRT Hordes WebRTC is the tip of a sharp HTML5 blade

mounted on a massive cloud spear

Unlimited SQL and noSQL Storage

Massive IaaS Cloud Power

20 million web developers

Culture, Community, Sharing, Youth

HTML5, JavaScript, many Dev languages

Ever Expanding Open Source Armory

Easy on-demand PaaS services

Shared expertise

WebRTC Cloud Communications

@LawrenceByrd

8

Waves of Market Disruption The Cloud/Mobile Hegemony War

Legacy Enterprise Application Providers

New disruptive open “Cloud Stack” vendors (Aaron Levie's view) Five9 Box

ecosystem

Jive ecosystem

Zendesk

MS Yammer

many more…

Salesforce ecosystem

Chatter

GoodData Workday

NetSuite

Eloqua ecosystem Marketo

ecosystem GoToMeeting

LiveOps

InIn

Google Microsoft Amazon Apple Facebook

SocialCast

Oracle SAP Microsoft Alcatel-Lucent

Avaya Cisco Unify Shoretel Mitel

SocialText Genesys cloud

Communications CRM ERP Marketing Contact Center

WebEX

@LawrenceByrd

9

Marketing Campaigns Use Case

MLB.com Chatting Cage Online video broadcast of sports

radio talk show and interviews Fans can now “video in” to ask

questions to their baseball heroes Ford “Escape Routes” NBC show Branded content reality show,

teams, competition, games, video Your audience is part of the show –

you must be able to see them!

@LawrenceByrd

10

Integrated Customer Experience Amazon Kindle HDX Mayday Not doing the obvious

Targeted to very specific customers Designing the customer experience Video only one way: confidence vs

privacy, keep focus on screen Screen annotation: show vs do Screen control if really necessary (A WebRTC-type use case even if home-

built by Amazon)

Use Case

@LawrenceByrd

11

Sales Empowerment Use Case

Wrap context around all incoming and outgoing phone calls

Capture every call in Salesforce.com Create new #s for ad-words, online

& offline marketing and capture response metrics

Uses Twilio cloud communications WebRTC for sales clients (voice) Possible future: customer calling

interfaces with WebRTC

@LawrenceByrd

12

Collaboration Use Case

Überconference Reinventing audio conferences WebRTC for Chrome voice today

alongside global PSTN integration Video calling & conferencing See the many vendors here at

WebRTCExpo! Early stages, looking for business

models, competing with both traditional and cloud video vendors

@LawrenceByrd

13

CEBP Communications Enabled Business Processes

Accelerating business processes by embedding communications directly within applications Integrated user interfaces Back-end workflow & application automation Process flow initiated communications, Alerts

A dream of communications vendors since ~2005 Start with the domain and process expertise Lightly add communications = WebRTC and Cloud!

@LawrenceByrd

14

Achieving Business Value

Business value lies in the acceleration of your processes, people and customers WebRTC is a technology enabler Expect innovation from many directions Disruptive SoCoMoRT vendors Next wave of (cloud) enterprise apps Traditional comms and biz-apps vendors Service Providers You?

@LawrenceByrd

15

BONUS ADDITIONAL SLIDES!

These are my quick introductory overview slides used when moderating later panel sessions in the Business and Enterprise tracks at the WebRTC Conference. These are from four different sessions, see agenda, so they not in any rational sequence.

@LawrenceByrd

16

WebRTC - Ready for What?

Session Management, SIP

SBC WSC

Customers

Mobile Workers Partners

Video Conferencing

Web Apps

Business Apps

IP-PBX, IVR, CC, UC

Business Objectives?

Organization Alignment?

Customer Experiences?

Use Cases?

@LawrenceByrd

17

WebRTC and Contact Centers Session Management, SIP

SBC WSC

Customers

Web Apps Business Apps Agents

WebRTC integration Multi-Channel

Remote/Home Agents

Thin/Browser Client

IVR, ACD, Outbound Reporting, WFM, Recording, Training…

PSTN SIP/SBC?

@LawrenceByrd

18

Customer Experience

Customer Experience

Design

Expectations Channels

Satisfaction Influence

Lifetime Value

Cost Process Efficiency Experience Design

Big Data Revenue

@LawrenceByrd

19

Business Benefits Sought

Customer Effort IVR Micro Targeting Call Duration CC Labor PSTN Cost Customer Loyalty Marketing Spend

STRATEGIESWebRTC

@LawrenceByrd

20

Customer Experience

Design

@LawrenceByrd

21

Why BYOD?

Our devices are our life! Mobile and remote work 300+ million tablets 2 billion smartphones 1.2 billion on Facebook 2.8 billion on Internet

Fast personal adoption, slow enterprise change

I’ll just do it anyway! >70% orgs. allowing,

80% IT dev now mobile*

Security Unauthorized access Data loss, theft Higher operational costs Too many devices Impact on network Legal liability

Productivity User delight & happiness Broader data/app access Anywhere, anytime

flexibility and mobility Work/life blurring Potentially lower CAPEX Lower OPEX: automation

& standard access Device currency

Drivers Risks Rewards

* Aberdeen, Gartner, IDC @LawrenceByrd

22

BYOD Considerations

Network Design

Compliance

App Quality of Service

Security

Mobile Device Management

Consistent User Experience

Identity Management

Process Improvement

Productivity

Setting Policy

@LawrenceByrd