& cplSiteName &

What WebRTC Means for Telcos

Sarah Thomas
6/2/2014
50%
50%

The question of what WebRTC means for telcos has many different answers, but it's one question that they should all be trying to answer right now.

WebRTC is an open-source project started by the World Wide Web Consortium (W3C) that enables developers to embed peer-to-peer real-time communications capabilities into supported web browsers. The standard, though not finalized yet, uses a JavaScript application program interface (API), which means that anyone can launch a voice and video-calling feature that works on the desktop and mobile web. Many pundits have called it the biggest innovation in communications since VoIP.

So that's the definition of WebRTC, but the key thing to remember is that there are anywhere from 20 to 50+ possible use cases, according to Disruptive Wireless analyst Dean Bubley. Each is very different, including in how it is brought to market and how much service provider involvement is required.

There are consumer-facing apps (see below), machine-to-machine implementations, enterprise use cases, internal applications, and IMS-integrated browser apps to replace the softphone, which Bubley says is the most talked about example, but also the most boring and slow moving.

"The interesting thing is there is no template yet for what carriers are doing in this space, as it should be," he says. "There are 101 different ways and different customers."

The WebRTC Landscape
Check out Genband CMO Brad Bush's blog for a larger view of the infographic.
Check out Genband CMO Brad Bush's blog for a larger view of the infographic.

It is easy to see why even the most basic WebRTC implementation would be an appealing proposition to any company with a call center or just one that works with consumers. When your customers find you though the web, click-to-call is the most direct way to get in touch. It becomes even more valuable when you can escalate a voice call to video without any interruption. (See Voxbone Tweaks Its Network for WebRTC .)

So far, several operators have dipped their toes into WebRTC in trials and actual implementations. Some early examples (of the boring variety) include:

Behind the scenes in WebRTC
Those are some consumer-facing examples, but they will likely not be the most common instances of operator involvement. Instead, they will play a role as the connectivity provider.

WebRTC is typically, but not necessarily, run as an extension to an IMS signaling core, so that if operators are connecting users via the web, they can ensure the quality and security of the call. This doesn't give them a consumer-facing function (like a lot of the operators want), but it's no less an important role for them to play.

The ephemeral picture site SnapChat's recent acquisition of AddLive, which offers a popular WebRTC API platform, illustrates why. Amir Zmora, vice president of alliances and partnerships at AudioCodes Ltd. (Nasdaq: AUDC), says that any company with its own web server can offer WebRTC, but it will have quality issues, especially if those servers aren't near where the call is being placed. Also, if the acquisition of AddLive taught the industry anything, it's that betting the farm on an API vendor that could suddenly vanish by way of acquisition isn't necessarily smart, even if it's willing to guarantee its code.

"Companies will move to the big ones, so a service provider that provides this type of service is something people will count on," Zmora says. "They know a Verizon, for example, will not disappear tomorrow, but a startup might be acquired or go belly up. There is a very good opportunity for service providers to provide the hosted backend for WebRTC."

Companies like call centers can't just rely on one-to-one calls. Connecting to an operator's infrastructure would enable them to connect via the SIP trunk or SBC anywhere in the world with quality and reliability in place.

(4)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
98ford
50%
50%
98ford,
User Rank: Light Beer
7/4/2014 | 9:12:49 AM
Re: wireless OR cable
Hi SReedy,

 

Yes you did miss one call "Pexip" http://www.pexip.com/.  I'm happy to provide insight if you find this platform intersting to write about.  We have the best most scalable and interoperable platform on the market.
willaaye
50%
50%
willaaye,
User Rank: Light Beer
6/14/2014 | 6:55:58 PM
Re: wireless OR cable
In addition to our expert marketplace, LiveNinja now offers a B2B product called Katana which basically acts as a video call center in the cloud. Please check it out at http://katana.co/

We also have a demo video here of it in action: https://vimeo.com/96820461

Great post Sarah!

 
danielcawrey
50%
50%
danielcawrey,
User Rank: Light Sabre
6/7/2014 | 1:54:20 PM
Re: wireless OR cable
I wonder what this is going to mean for Skype? One would think that on desktops and laptops, it would move to a web-based client. They might not have a choice: With WebRTC making Skype-like features easy on the web, it challenges this incumbent. 

There's something to be said about network effects, however. I use Skype to connect with others usig Skype. That's hard behavior to change quickly. 
From The Founder
Kicking off BCE 2017, Light Reading founder Steve Saunders lays blame for NFV's slow ramp-up and urges telecom to return to old-fashioned standards building and interoperability.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
LRTV Interviews
CenturyLink: Let's Get Past SD-WAN Hype

6|23|17   |   04:02   |   (0) comments


Technology becomes a "shiny object" unless it's properly focused on solving business needs for enterprise customers, says Bill Grubbs, network solutions architect for CenturyLink. He explains to Light Reading why SD-WAN deployments have to be tailored to specific needs – and more.
Women in Comms Introduction Videos
Infinera's Sales Director Paints Tech's Big Picture

6|21|17   |   4:14   |   (1) comment


Shannon Williams, Infinera's director of sales, shares how she achieves work's many balancing acts -- between her role and the broader company, today and tomorrow's tech and more.
LRTV Custom TV
SD-WAN Innovation & Trends

6|20|17   |     |   (0) comments


Versa CEO Kelly Ahuja discusses with Carol Wilson the current status and trends in the SD-WAN market, Versa's innovation around building a software platform with broad contextualization, and the advantages that startups can bring to the SD-WAN market.
LRTV Interviews
Ovum's Dario Talmesio on 5G in Europe

6|20|17   |   02:16   |   (0) comments


At 5G World 2017, Dario Talmesio, principal analyst and practice leader on Ovum's fixed and mobile telecoms European team, explains the emerging trends amongst European operators as they prepare for 5G.
LRTV Custom TV
Putting Power on a Pedestal

6|19|17   |     |   (0) comments


ARRIS's John Ulm says a major accomplishment of SCTE•ISBE's Energy 2020 program is increased focus on power cost and consumption, including inclusion of energy requirements in operators' RFPs and RFIs.
LRTV Custom TV
Gigabit Access: The Last-Mile Pipe for All Future Services

6|19|17   |     |   (0) comments


A Gigabit access platform being deployed today must be able to deliver all types of services to an increasing number of devices. A non-blocking architecture is necessary to support the ever-increasing growth in bandwidth demand. The Huawei Gigabit access solution is based on a distributed design that is fully scalable to deliver a unprecedented performance.
LRTV Custom TV
Key Factors to Successfully Deploy an SD-WAN Service

6|19|17   |     |   (0) comments


As service providers transition their SD-WAN solution from trials and limited deployments into production at large scale, there are important considerations to successfully operationalize these solutions and realize their full potential, without adding complexity, introducing uncertainty or disrupting current business operations. Sunil Khandekar, CEO and Founder ...
LRTV Custom TV
IoT Solutions: Rational Exuberance

6|19|17   |     |   (0) comments


IoT solutions are morphing from hype into viable business opportunities. Huawei has the platform and ecosystem support to help carriers successfully address new business opportunities in the IoT space.
LRTV Custom TV
Realizing ICN as a Network Slice for Mobile Data Distribution

6|19|17   |     |   (1) comment


Network slicing in 5G allows the potential introduction of new network architectures such as Information-centric Networks (ICN) as a slice, managed over a shared pool of compute, storage and bandwidth resource. Services over an ICN slice can benefit from many architectural features such as Name Based Networking, Security, Multicasting, Multi-homing, Mobility, ...
LRTV Interviews
Ovum's Mike Roberts on 5G Uptake

6|19|17   |   04:08   |   (0) comments


Mike Roberts, research director for Ovum's service provider markets group, explains why he has boosted his 5G subscriptions forecast.
LRTV Interviews
AT&T's Hubbard on Intersection of SD-WAN & MPLS

6|15|17   |     |   (0) comments


Rick Hubbard, SVP of Network Product Management for AT&T Business Solutions, discusses how AT&T's approach to SD-WAN fits in with its overall virtualization strategy, explains how SD-WAN can improve enterprise customers' use of the cloud and addresses the intersection of SD-WAN and MPLS.
Telecom Innovators Video Showcase
Keep Connected IoT Devices Under Control With Allot

6|15|17   |     |   (0) comments


Allot AVP of International Pre-Sales, Daniel Keidar, explains how communications service providers can protect infrastructure and service availability from flooding attacks caused by malfunctioning or bot-infected devices connected to their network.
Upcoming Live Events
October 18, 2017, Colorado Convention Center - Denver, CO
November 1, 2017, The Montcalm Marble Arch
November 1, 2017, The Montcalm Marble Arch
November 30, 2017, The Westin Times Square
All Upcoming Live Events
Infographics
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
Netflix's Lesson in Culture Expectation Settings
Sarah Thomas, Director, Women in Comms, 6/21/2017
No Imagination: UK Chip Biz Goes Up for Sale
Iain Morris, News Editor, 6/22/2017
Kalanick Steps Down as Uber CEO
Sarah Thomas, Director, Women in Comms, 6/21/2017
BT Tech Chief Makes Plea to 5G Chip Vendors
Ray Le Maistre, International Group Editor, 6/20/2017
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Following a recent board meeting, the New IP Agency (NIA) has a new strategy to help accelerate the adoption of NFV capabilities, explains the Agency's Founder and Secretary, Steve Saunders.
One of the nice bits of my job (other than the teeny tiny salary, obviously) is that I get to pick and choose who I interview for this slot on the Light Reading home ...
Animals with Phones
Live Digital Audio

Playing it safe can only get you so far. Sometimes the biggest bets have the biggest payouts, and that is true in your career as well. For this radio show, Caroline Chan, general manager of the 5G Infrastructure Division of the Network Platform Group at Intel, will share her own personal story of how she successfully took big bets to build a successful career, as well as offer advice on how you can do the same. We’ll cover everything from how to overcome fear and manage risk, how to be prepared for where technology is going in the future and how to structure your career in a way to ensure you keep progressing. Chan, a seasoned telecom veteran and effective risk taker herself, will also leave plenty of time to answer all your questions live on the air.