WebRTC Paris 2014 was undoubtedly a great success for the technology as the momentum continues to increase. The event uncovered some great insightful information about how the technology has been developing. In addition, it was interesting to see the use cases arising and how professionals felt the technology could and should be used. The two main takeaways from the event were: WebRTC being an API and a plugin to existing services, and WebRTC being used as a contact centre for customer services and sales agents.
This area was particularly pleasing to hear about and discuss at the event (as Drum is set to launch the new web meeting plugin/widget for any website or portal early 2015). The idea WebRTC will become part of existing apps rather than as a stand alone product we feel is the right movement for the technology. Being part of an existing app will provide WebRTC with a seamless integration into the current user base. Whereas a standalone application may need considerable marketing material as well as altering the consumer behaviour away from what they are comfortable.
An API can also attach onto any website for instant communication between a sales agent and a website visitor. The instant communication where users are not required to be ‘in the club’ removes any barriers the customer may experience such as sign up forms or phone numbers.
WebRTC was spoken in depth about being the first point of call for website visitors when looking to complete an online purchase. The travel industry was the most notable case study. Utilising such tools can drive customers to completing their purchase and the potential of up selling existing products. We recently wrote about this topic here at Drum as a case study (you can view it here). This is a case study we have been pushing for some time now here at Drum. We feel WebRTC will be recognised on the broader scale when service organisations begin to implement such tools within their website and portals.
Not only will a website plugin help increase the value of customer baskets but also drive the prevention in basket abandonment. Services will become increasingly tailored to each visitor. Healthcare was also mentioned as a useful use case for WebRTC. The healthcare use case brought about different benefits through the same types of communication: video, audio, document sharing etc. WebRTC could revolutionise the healthcare and how doctors treat us remotely or onsite. Several additional use cases were also discussed this year to help us see real world examples of how WebRTC can help us.
The delegates appeared varied between developers and Telco’s exploring the industry. An event which signified some major developments and asserted the technology as a tool which can be used in real working examples to solve real issues. It is clear WebRTC is rapidly picking up pace and importance as THE revolutionary communication technology. We continue to closely follow WebRTC with intriguing eyes to see how it continues to develop and benefit more than just the large Telco’s.