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Posted by Nupur Singh Andley on September 2, 2013
In the age of digitally empowered customers, advancements in the ubiquitous, multimedia web collaboration space will gain momentum, riding on the developments in web real-time communication (WebRTC) technology. While still nascent in Asia Pacific, according to WebRTC Stats, as of March 2013 more than 11% of the video calls in Asia Pacific were made leveraging the technology.
So far, Google, Mozilla, and Opera support WebRTC functionality in their browsers and have opened up to developers for application engineering. By doing away with the need for plugins, rich multimedia communication can be brought closer to the masses, thus increasing the overall adoption of web-based customer interaction solutions. WebRTC will enable organizations to extend video capabilities seamlessly to their customer engagement process and reduce the costs associated with dedicated video solutions and services, while ensuring a rich communication experience and increasing the overall efficiency of the interaction.
What it means for infrastructure and operations (I&O) professionals
The growing emphasis on customer engagement and service in the age of the customer will drive organizations toward the adoption of WebRTC. I&O professionals must diligently carve out an implementation plan that integrates WebRTC capabilities with their existing communication infrastructure. While preparing for deployment, I recommend considering the following:
With the two top browser vendors supporting the initiative and many others expected to follow suit, WebRTC adoption is sure to grow strongly in the next two to three years. While its success in the customer engagement space is certain, organizations must aim to exploit the true potential of the WebRTC platform by designing applications for specific business tasks that increase process efficiency and enhance customer collaboration.
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