WebRTC Messaging and its Impact on UC SystemsWho will be the winner of enterprise comms?

March 2015

Tsahi Levent-Levi

What do you do when you start a new company?

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• Design a logo, letterhead, presentation template & website

• Open an official company

• Open a bank account

• Use Google Apps for “corporate email”

• Sign up everyone for Slack

My recent checklist

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What???No Unified Communications?

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• Analyze the “Job to be Done”

• Compare “Unification” to “Integration”

• Look at a few vendors

What will we do here today?

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WebRTC’s Job to be Done

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No Plugins No Downloads No Installations No App Store

No SignalingFree (as in BSD) No Patents No Media Eng.

Friction reduction for users

Reduce barrier of entry to new vendors

“Simplifying and unifying all of the different tools people used to communicate for work.”

• Presence

• Instant messaging

• Call control (voice+video)

• Collaboration (=screen sharing)

• Federated*

Unified Communications Job to be Done

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“Team communication: everything in one place, instantly searchable, available wherever you go.”

• Messaging

• Persistency

• Searchability

• Out of the box integrations

Enterprise Messaging Job to be Done

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Where does WebRTC fit into all this?

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Unified Comms

• Presence

• Instant messaging

• Call control (voice+video)

• Collaboration (=screen sharing)

• Federated*

Enterprise Messaging

• Messaging

• Persistency

• Searchability

• Out of the box integrations

By reducing barrier of entry for developers, WebRTC brings to Enterprise Messaging the ONLY advantage of Unified Communications

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Brain: How are going to get the Earth to lose weight?

Pinky: I know! We can get everyone to go on a diet!

Brain: Diets don't work.

Pinky: Not even if you call them 'A Whole New Way of Eating?‘

Brain: No.

A Change in Mindset

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Unification versus Integration

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Unification

• All products use the same network protocols

• Targeted at 100’s of vendors

• Requires much IOT testing

• Tension of best of breed versus best of suite

Integration

• Openness achieved through APIs

• Each vendor has his own island of a service

• Integrations are deep and created well in advance

WebRTC downgrades voice and video from a service to a featureWhen a core competency becomes a commodity, is there anything left?

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3 Examples of how Messaging is eating up Unified Communications

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• Rebranding of Lync to Skype for Business

• Announced Skype for Web

• Uses WebRTC as a browser access point to Skype

• Does that change anything in UC vs Messaging?

Skype for Business (Lync)

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• Introduced video calling using WebRTC PaaS

• Didn’t want users to “migrate” to Skype for the interactions

• In first 3 months:• 150,000 calls

• 2,500,000 minutes of video calls

HipChat

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• Ignored real time communications (and still ignoring it)

• Acquired ScreenHero, who use WebRTC for screen sharing

• Has integrations with WebRTC vendors• appear.in

• Google Hangouts

• Room

Slack

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Unified Communications will be Gobbled up by MessagingIt is only a matter of time

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• What is WebRTC?

• WebRTC’s Job to be Done

• Browser Support

• WebRTC Hype

• The WebRTC Ecosystem

• WebRTC Use Cases by Verticals

• Recommendations

https://bloggeek.me/reports/

Want to learn more?

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Thank You!

Tsahi Levent-Levi

https://bloggeek.me

tsahil@bloggeek.me

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