& 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. 
Light Reading’s Upskill U is a FREE, interactive, online educational resource that delivers must-have education on themes that relate to the overall business transformation taking place in the communications industry.
NEXT COURSE
Wednesday, September 14, 1:00PM EDT
What Is Agile?
Kent J. McDonald, Product Owner, Agile Alliance
UPCOMING COURSE SCHEDULE
Friday, September 16, 1:00PM EDT
How to Implement Agile
Alan Bateman, Director, Agile Transformation
Wednesday, September 21, 1:00PM EDT
What Is DevOps?
Colin Kincaid, CTO, Service Provider, Cisco
Friday, September 23, 1:00PM EDT
How to Implement DevOps
,
in association with:
From The Founder
Light Reading today starts a new voyage as part of a larger Enterprise.
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 Custom TV
F5 Virtual Network Function Integrations With Partner Orchestration Platform

8|24|16   |   6:38   |   (0) comments


F5's Kishore Patnam, product manager for F5's service provider solutions, discusses why service providers are moving towards virtualization and how his clients are utilizing F5's solutions.
Between the CEOs
CEO Chat: Intel's Alexis Black Bjorlin

8|17|16   |   06:23   |   (0) comments


Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
Telecom Innovators Video Showcase
Accelerating Telecom Digital Transformation With Nominum DNS

8|1|16   |   12:04   |   (0) comments


Light Reading's Steve Saunders gets an update from Nominum CEO Gary Messiana on how his company is helping carriers on the digital transformation journey.
LRTV Custom TV
Reinventing Operations for a Virtual, Software-Defined World

7|28|16   |   5:23   |   (0) comments


Heavy Reading Senior Analyst Jim Hodges speaks with Accenture's Larry Socher and Matt Anderson about what service providers must do to transform their business to get the benefits of SDN and NFV including: leveraging DevOps, introducing real-time OSS and implementing analytics.
Women in Comms Introduction Videos
Fujitsu Sales Leader Shares Lessons Learned

7|27|16   |   5:12   |   (1) comment


As Fujitsu's only female sales leader, Annie Bogue knows the importance of asking for what you want, being flexible (she's been relocated five times), keeping a meticulous calendar, 'leaning in,' working harder than everyone else around you, being aware and more.
Telecom Innovators Video Showcase
VeEX Test & Measurement Solutions

7|25|16   |   08:57   |   (0) comments


Cyrille Morelle, president and CEO of VeEX Inc., talks test and measurement with Light Reading's Steve Saunders at BCE 2016. This includes innovative products such as VeSion Cloud-Based platform for network monitoring; MTTplus Modular Test platform for Access, Business, Carrier Ethernet, Transport and Core services; and OPX-BOX+ for Fiber Optics.
LRTV Custom TV
VeEX: Live From BCE 2016

7|25|16   |   03:20   |   (0) comments


VeEX's Senior Director of Business Development, Perry Romano, explains how VeEX provides tools to help install, maintain, monitor and manage network infrastructure efficiently and effectively. The portfolio of products on display include the RXT-6000, MTTplus and TX300s.
LRTV Custom TV
Real-Time Telemetry & Analytics for Intelligent SDN Orchestration

7|25|16   |   03:09   |   (0) comments


Packet Design CEO Scott Sherwood discusses how real-time network telemetry and analytics are enabling a new breed of SDN orchestration applications.
From the Founder
The Russo Report: Driving Disruption

7|25|16   |   07:44   |   (2) comments


In the first episode of a four-part series, Light Reading Founder and CEO Steve Saunders and Calix President and CEO Carl Russo drive around town discussing the disruptive mega-changes in the communications industry and where hope lies for service providers to meet the escalating demands of the cloud.
LRTV Custom TV
NetScout: Maximizing Enterprise Cloud for Digital Transformation

7|20|16   |   04:53   |   (0) comments


Light Reading Editor Mitch Wagner talks to NetScout CMO Jim McNiel about maximizing the benefits of enterprise cloud and digital transformation while minimizing potential pitfalls with a proper monitoring and instrumentation strategy.
Women in Comms Introduction Videos
Ciena's VP Offers a Career Crash Course

7|20|16   |   4:14   |   (2) comments


How did Ciena's Vice President of Sales, Angela Finn, carve out her career path? Simple, she tells WiC. She stayed true to her company, customers and principles. She shares her advice for women on how to be authentic and credible, as well as for companies that want to make a real change to their culture and practices.
LRTV Custom TV
NFV in 2016: Part 2 – Climbing the Virtualization Maturity Curve

7|19|16   |   06:56   |   (0) comments


Many of the initial use case implementations are single-vendor and self-contained. The industry is still climbing the virtualization maturity curve, needing further clarity and stability in the NFV infrastructure (NFVi) and greater availability and choice of virtualized network functions (VNFs). Interoperability between NFVis and VNFs from different vendors ...
Upcoming Live Events
September 13-14, 2016, The Curtis Hotel, Denver, CO
November 3, 2016, The Montcalm Marble Arch, London
November 30, 2016, The Westin Times Square, New York City
December 1, 2016, The Westin Times Square, New York, NY
December 6-8, 2016, The Westin Excelsior, Rome
May 16-17, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
Five of the Top 10 most targeted countries in Check Point Software Technologies' global Malware & Threat Index for Q1 2016 are in Africa.
Hot Topics
Cisco Developing 'Monica' Digital Assistant
Mitch Wagner, West Coast Bureau Chief, Light Reading, 8/22/2016
Rocket Fiber Lights Up Detroit With Gigabit
Elizabeth Miller Coyne, Managing Editor, 8/22/2016
'Most Wanted' Kobi Comes Home
Ray Le Maistre, Editor-in-chief, 8/23/2016
Arista Banned From Importing Products – Cisco
Mitch Wagner, West Coast Bureau Chief, Light Reading, 8/23/2016
How the Padres Hit an IoT Home Run
Mitch Wagner, West Coast Bureau Chief, Light Reading, 8/25/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
Join us for an in-depth interview between Steve Saunders of Light Reading and Alexis Black Bjorlin of Intel as they discuss the release of the company's Silicon Photonics platform, its performance, long-term prospects, customer expectations and much more.
There's no question that, come 2020, 5G technology will turn the world's conception of what mobile networking is on its head. Within the world of 5G development, Dr. ...
Animals with Phones
Live Digital Audio

Bridging the tech skills gap is a major challenge for service providers and suppliers alike today – and the challenge is two-fold when it comes to increasing the number of women in the comms space. Level 3 Communications has made it a priority to overcome both challenges by implementing several unique programs focused on building the right candidates from within – in addition to filling the funnel by supporting STEM and other education programs. During this radio show, you’ll learn about these programs from Mary Beth McGrath, SVP of Global Talent Management at Level 3, and the best ways to bridge your own skills gap so that you are motivated and equipped for change. Plus you’ll have the chance to ask Mary Beth your questions live on the air.