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PKE Consulting 2014 1
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Business Intro to WebRTC
Phil EdholmPresident and PrincipalPKE Consulting LLC
PKE Consulting 2014 2
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Speakers• Phil Edholm
– PKE Cosnulting LLC
• Dean Bubley
– Disruptive Analysis
PKE Consulting 2014 3
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PKE Consulting 2014 4
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• Audio– Setup and control the hardware– RTP, compression, encryption, statistics, etc.– Produce low-latency audio from microphone– Conceal loss, de-jitter and play audio from the
network– Cancel echo, VAD, reduce noise, etc.– Manage codecs
• Video– Render video, capture camera input– Video processing (blue screen, gamma, etc.)– Conceal loss, de-jitter and play video from the
network– Cancel echo, VAD, reduce noise, etc.– Manage codecs– Bandwidth Management
Typical VoIP Client and Media Engine
PKE Consulting 2014 5
Client/Media Engine StructureComponents
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In the Browser
PKE Consulting 2014 6
Your Web
App
WebRTCMedia Processing
HTML – HTML5Visual User Experience
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WebRTC Implementations
PKE Consulting 2014 7
Adding WebRTC to Any Web Server
HTML & WebRTC APIVOIP RTP
Web Serverwith WebRTC
Control
SIP Signaling
SIP
Vendor A UC Platformwith WebRTC Control
Vendor C UC Platformwith WebRTC Control
WebRTC as an extension to existingnetworks of servers (Carriers)
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Other WebRTC Enterprise Integrations
PKE Consulting 2014 8
HTML & WebRTC APIVOIP RTPVendor MediaVendor SIP
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The Data Channel
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Additive CommunicationsIs Cube Slam Cute or A Subversive Plot?
PKE Consulting 2014 10
Primary
Secondary
What Percentage of Web Activities would Benefit from Real-Time?What Percentage of Web Activities would Benefit from Real-Time?
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WebRTC and the Web
PKE Consulting 2014 11
Real-time as extensionof an interaction or app
Real-timeall the time
Real-time as adjunctto an activity
Replacing WhatExists or Augmenting
it
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S.S w/WebRTCControl
S.S w/WebRTCControl
S.S w/WebRTCControl
S.S w/WebRTCControl
S.S w/WebRTCControl
Application withWebRTC Control
Application withWebRTC Control
Application withWebRTC Control
Social System with WebRTCControl
Social System with WebRTCControl
Social System with WebRTCControl
The Real-Time Web
PKE Consulting 2014 12
Vendor A UC Platformwith WebRTC Control
Vendor C UC Platformwith WebRTC Control
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WebRTC forecasts: Over 4 billion devices
PKE Consulting 2014 13
Source: Disruptive Analysis WebRTC Strategy Report, June 2013 & Q2 Update June 2013Definitions & methodology in report - See disruptivewireless.blogspot.com for details
Device base supporting WebRTC growing Zero4bn in 4 yearsM
illio
n
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Company Positions on WebRTC
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Uncommitted/Following
Promoters
Telco Adotion
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• Microsoft Decisions Raise Issues– Skype web option– IE will only support ORTC/WebRTC1.1– IE will only support H.264, Google will only support VP8
• Apple is not committing– Could block app in App Store– Indications are they will support as a standard– H264/5 support an issue
Potential Barriers
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WebRTC Benefits
PKE Consulting 2014 16
WebRTC enables users to participate in a communicationsexperience as delivered by any web site withoutdownloads, registration or general cost.
WebRTCServicesProvider
WebRTCServices
Consumer
WebRTC enables any web server to deliver a unique realtime communications experience, with simplicity andreliability, without dependence on service providers orother services.
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Game Changer, disrupter, Transformer?
PKE Consulting 2014 17
CoreTechnology
Delivery
General
Industry Disruptions
Market and SocietalDisruptions
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WWW, web, browser Impact
PKE Consulting 2014 18
Industry Disruptions
Market and SocietalDisruptions
CoreTechnology
Delivery
General
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VoIP Impact
PKE Consulting 2014 19
CoreTechnology
Delivery
General
Industry Disruptions
Market and SocietalDisruptions
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WebRTC Impact
PKE Consulting 2014 20
CoreTechnology
Delivery
General
Industry Disruptions
Market and SocietalDisruptions
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PKE Consulting 2014 21
….and the world changed
…..and it will again…….
WebRTC
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WebRTC Service Provider Impact
PKE Consulting 2014 22
• Broad Device Integration• Both customer and other devices
• Enabling Collaboration• Web Representation
• Enterprise Services• Security Services
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WebRTC Enterprise Impact
PKE Consulting 2014 23
• BYOD
• Extending Collaboration• Communications Portal
• Transforming Customer Interaction• Remote Agents
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PKE Consulting 2014 24
• 97% of buyers visit a web-site first.• BIA Kelsey, 2011
• By 2015 the Marketing Technologists budget willsurpass the CIO’s budget.• Gartner Group, 2012
• 70-90% of Contact Center calls are proceeded by aweb-site visit in NA
• PKE Consulting Analysis 2013
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InformationInfrastructure
• Web Site• Servers• Big Data
Real-timeExperience
• Interaction• UX• Media Modality
Network• RT Ready• Available• QoE
Interaction at the Intersection
WebRTC
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Interaction Experience 2.0
PKE Consulting 2014 27
Having ALL of the information to resolve theCustomer/Contact problem Complete Accessible
Having the right communications modality thebest possible experience Optimized Empathetic
Getting the best Possible Employee to Interactwith the Customer/ContactContextualOptimized
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Improving Customer Interaction
Interaction Capability
Telephony Multi-modalImmersion
Depth ofInformation
None
Complete
Interaction Experience 1.0• Legacy• ACD• Call Centers• Contact Centres• IVR
Hunt Groups
Reduced EffortUltimate Satisfaction
Interaction Experience 2.0• Any Media• Big Data Depth• Any Employee• Right time, employee, data• Best possible outcomesBig Data
Path
ImmersiveCommunications
Path
Contextually Right Person
Any Employee Right Employee
Depth ofInformation
None
All Data
“How can Ipossibly help
you?”
“Great meet –no answer.”
“I see you havemore
informationthan I do.”
“ProblemSolved”
Getting the Right Employee Having Easy Communications
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The Web Disconnect
PKE Consulting 2014 29
40 30 20 10240,000DiscreteContextualLinks
Question 1
Question 2
Question 3
5
5
5
1
800-406-2345866-675-4759
866-657-98673
Typical Fortune 1000 Web Site Typical Fortune 1000Contact Centre/IVR
375DiscreteContactRoutes
The challenge ismapping to thecurrent systems
LIMITEDresources
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Customer Classes
PKE Consulting 2014 30
Concierge Class 5-15% High value Customers Expectation of directaccess to agents
PercentageDescription Outcome
Web Class 70-90% Self Service Customers Use the web first andthen go to an agentbased response
Loss Class 5-15% Low value non-web Phone accessCustomers IVR to Agent
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Service Goals
PKE Consulting 201431
Always have an agent available – minimal or no IVR
Optimize web experience to minimize transitionsUse web context to both reduce effort and increasesatisfactionProvide feedback from agents to web
Use IVR and other mechanisms to minimize agent impactReduced concern about satisfaction – loss is OK
Concierge Class
Web Class
Loss Class
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Optimizing with WebRTC
PKE Consulting 2014 32
Time (2-6 years)
Agent Direct w/ WebRTC
IVR and ContactCenter Agent
Aggressive IVR and Agent
Concierge Class
Web Class
Loss Class
WebRTC and AgentWeb Site
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Digital Learning
PKE Consulting 2014 33
Time (2-6 years)
IVR and ContactCenter Agent
Concierge Class
Web Class
Loss Class
Dial and Agent
Aggressive IVR and Agent
WebRTC and Agent
WebRTC and Agent
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Reducing Agent Interaction
PKE Consulting 2014 34
Time (2-6 years)
Concierge Class
Loss Class Aggressive IVR and Agent
Dial and Agent
IVR and ContactCenter Agent
WebRTC and Agent
WebRTC and Agent
Web Site Web Class40%reductionin AgentInteractions
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Contextual Interactions
PKE Consulting 2014 35
Customer Context Viewer
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Where is there WebRTC Focus?
PKE Consulting 2014 36
0% 20% 40% 60% 80%
Not a Disruptor
Audio Conferencing
Service Provider
General Enterprise…
Web Conferencing
Contact Centers
Video Conferencing
WebRTC is often cited as a potential disrupter, which markets do youthink will see WebRTC based disruption of existing solutions/players in
2014? Please mark all that all choices that apply. There are over 30 start-ups focused in this area
WebRTC World WebRTC Outlook Survey, Dec13100 Respondents from the WebRTC Community 0.00 1.00 2.00 3.00 4.00
Financial Services
Service Providers
Healthcare
General Video
BYOD
Social Media
General Customer Care and Contact
What markets do you think WebRTC will see the greatest adoption in 2014? Rankthe following market areas on a scale of 1-6 , 1 being the area of greatest adoption
and 6 being the least (each market area must have a unique ranking).
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WebRTC is……
PKE Consulting 2014 37
MoneyThe Web
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Dean Material
PKE Consulting 2014 38
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Speakers• Phil Edholm
– PKE Cosnulting LLC
• Dean Bubley
– Disruptive Analysis
PKE Consulting 2014 39
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Phil EdholmPresident and PrincipalPKE Consulting [email protected]@PEdholm
Thank YouPlease fill out an evaluation of this session
PKE Consulting 2014 40
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Hidden Q&A Slide
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PKE Consulting 2014 1
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Business Intro to WebRTC
Phil EdholmPresident and PrincipalPKE Consulting LLC
PKE Consulting 2014 2
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Speakers• Phil Edholm
– PKE Cosnulting LLC
• Dean Bubley
– Disruptive Analysis
PKE Consulting 2014 3
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PKE Consulting 2014 4
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• Audio– Setup and control the hardware– RTP, compression, encryption, statistics, etc.– Produce low-latency audio from microphone– Conceal loss, de-jitter and play audio from the
network– Cancel echo, VAD, reduce noise, etc.– Manage codecs
• Video– Render video, capture camera input– Video processing (blue screen, gamma, etc.)– Conceal loss, de-jitter and play video from the
network– Cancel echo, VAD, reduce noise, etc.– Manage codecs– Bandwidth Management
Typical VoIP Client and Media Engine
PKE Consulting 2014 5
Client/Media Engine StructureComponents
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In the Browser
PKE Consulting 2014 6
Your Web
App
WebRTCMedia Processing
HTML – HTML5Visual User Experience
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WebRTC Implementations
PKE Consulting 2014 7
Adding WebRTC to Any Web Server
HTML & WebRTC APIVOIP RTP
Web Serverwith WebRTC
Control
SIP Signaling
SIP
Vendor A UC Platformwith WebRTC Control
Vendor C UC Platformwith WebRTC Control
WebRTC as an extension to existingnetworks of servers (Carriers)
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Other WebRTC Enterprise Integrations
PKE Consulting 2014 8
HTML & WebRTC APIVOIP RTPVendor MediaVendor SIP
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The Data Channel
PKE Consulting 2014 9
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Additive CommunicationsIs Cube Slam Cute or A Subversive Plot?
PKE Consulting 2014 10
Primary
Secondary
What Percentage of Web Activities would Benefit from Real-Time?What Percentage of Web Activities would Benefit from Real-Time?
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WebRTC and the Web
PKE Consulting 2014 11
Real-time as extensionof an interaction or app
Real-timeall the time
Real-time as adjunctto an activity
Replacing WhatExists or Augmenting
it
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S.S w/WebRTCControl
S.S w/WebRTCControl
S.S w/WebRTCControl
S.S w/WebRTCControl
S.S w/WebRTCControl
Application withWebRTC Control
Application withWebRTC Control
Application withWebRTC Control
Social System with WebRTCControl
Social System with WebRTCControl
Social System with WebRTCControl
The Real-Time Web
PKE Consulting 2014 12
Vendor A UC Platformwith WebRTC Control
Vendor C UC Platformwith WebRTC Control
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WebRTC forecasts: Over 4 billion devices
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Source: Disruptive Analysis WebRTC Strategy Report, June 2013 & Q2 Update June 2013Definitions & methodology in report - See disruptivewireless.blogspot.com for details
Device base supporting WebRTC growing Zero4bn in 4 yearsM
illio
n
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Company Positions on WebRTC
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Uncommitted/Following
Promoters
Telco Adotion
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• Microsoft Decisions Raise Issues– Skype web option– IE will only support ORTC/WebRTC1.1– IE will only support H.264, Google will only support VP8
• Apple is not committing– Could block app in App Store– Indications are they will support as a standard– H264/5 support an issue
Potential Barriers
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WebRTC Benefits
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WebRTC enables users to participate in a communicationsexperience as delivered by any web site withoutdownloads, registration or general cost.
WebRTCServicesProvider
WebRTCServices
Consumer
WebRTC enables any web server to deliver a unique realtime communications experience, with simplicity andreliability, without dependence on service providers orother services.
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Game Changer, disrupter, Transformer?
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CoreTechnology
Delivery
General
Industry Disruptions
Market and SocietalDisruptions
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WWW, web, browser Impact
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Industry Disruptions
Market and SocietalDisruptions
CoreTechnology
Delivery
General
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VoIP Impact
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CoreTechnology
Delivery
General
Industry Disruptions
Market and SocietalDisruptions
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WebRTC Impact
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CoreTechnology
Delivery
General
Industry Disruptions
Market and SocietalDisruptions
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….and the world changed
…..and it will again…….
WebRTC
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WebRTC Service Provider Impact
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• Broad Device Integration• Both customer and other devices
• Enabling Collaboration• Web Representation
• Enterprise Services• Security Services
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WebRTC Enterprise Impact
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• BYOD
• Extending Collaboration• Communications Portal
• Transforming Customer Interaction• Remote Agents
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• 97% of buyers visit a web-site first.• BIA Kelsey, 2011
• By 2015 the Marketing Technologists budget willsurpass the CIO’s budget.• Gartner Group, 2012
• 70-90% of Contact Center calls are proceeded by aweb-site visit in NA
• PKE Consulting Analysis 2013
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InformationInfrastructure
• Web Site• Servers• Big Data
Real-timeExperience
• Interaction• UX• Media Modality
Network• RT Ready• Available• QoE
Interaction at the Intersection
WebRTC
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Interaction Experience 2.0
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Having ALL of the information to resolve theCustomer/Contact problem Complete Accessible
Having the right communications modality thebest possible experience Optimized Empathetic
Getting the best Possible Employee to Interactwith the Customer/ContactContextualOptimized
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Improving Customer Interaction
Interaction Capability
Telephony Multi-modalImmersion
Depth ofInformation
None
Complete
Interaction Experience 1.0• Legacy• ACD• Call Centers• Contact Centres• IVR
Hunt Groups
Reduced EffortUltimate Satisfaction
Interaction Experience 2.0• Any Media• Big Data Depth• Any Employee• Right time, employee, data• Best possible outcomesBig Data
Path
ImmersiveCommunications
Path
Contextually Right Person
Any Employee Right Employee
Depth ofInformation
None
All Data
“How can Ipossibly help
you?”
“Great meet –no answer.”
“I see you havemore
informationthan I do.”
“ProblemSolved”
Getting the Right Employee Having Easy Communications
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The Web Disconnect
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40 30 20 10240,000DiscreteContextualLinks
Question 1
Question 2
Question 3
5
5
5
1
800-406-2345866-675-4759
866-657-98673
Typical Fortune 1000 Web Site Typical Fortune 1000Contact Centre/IVR
375DiscreteContactRoutes
The challenge ismapping to thecurrent systems
LIMITEDresources
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Customer Classes
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Concierge Class 5-15% High value Customers Expectation of directaccess to agents
PercentageDescription Outcome
Web Class 70-90% Self Service Customers Use the web first andthen go to an agentbased response
Loss Class 5-15% Low value non-web Phone accessCustomers IVR to Agent
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Service Goals
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Always have an agent available – minimal or no IVR
Optimize web experience to minimize transitionsUse web context to both reduce effort and increasesatisfactionProvide feedback from agents to web
Use IVR and other mechanisms to minimize agent impactReduced concern about satisfaction – loss is OK
Concierge Class
Web Class
Loss Class
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Optimizing with WebRTC
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Time (2-6 years)
Agent Direct w/ WebRTC
IVR and ContactCenter Agent
Aggressive IVR and Agent
Concierge Class
Web Class
Loss Class
WebRTC and AgentWeb Site
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Digital Learning
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Time (2-6 years)
IVR and ContactCenter Agent
Concierge Class
Web Class
Loss Class
Dial and Agent
Aggressive IVR and Agent
WebRTC and Agent
WebRTC and Agent
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Reducing Agent Interaction
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Time (2-6 years)
Concierge Class
Loss Class Aggressive IVR and Agent
Dial and Agent
IVR and ContactCenter Agent
WebRTC and Agent
WebRTC and Agent
Web Site Web Class40%reductionin AgentInteractions
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Contextual Interactions
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Customer Context Viewer
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Where is there WebRTC Focus?
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0% 20% 40% 60% 80%
Not a Disruptor
Audio Conferencing
Service Provider
General Enterprise…
Web Conferencing
Contact Centers
Video Conferencing
WebRTC is often cited as a potential disrupter, which markets do youthink will see WebRTC based disruption of existing solutions/players in
2014? Please mark all that all choices that apply. There are over 30 start-ups focused in this area
WebRTC World WebRTC Outlook Survey, Dec13100 Respondents from the WebRTC Community 0.00 1.00 2.00 3.00 4.00
Financial Services
Service Providers
Healthcare
General Video
BYOD
Social Media
General Customer Care and Contact
What markets do you think WebRTC will see the greatest adoption in 2014? Rankthe following market areas on a scale of 1-6 , 1 being the area of greatest adoption
and 6 being the least (each market area must have a unique ranking).
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WebRTC is……
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MoneyThe Web
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Dean Material
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Q&A• Phil Edholm
– PKE Cosnulting LLC
• Dean Bubley
– Disruptive Analysis
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Phil EdholmPresident and PrincipalPKE Consulting [email protected]@PEdholm
Thank YouPlease fill out an evaluation of this session
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Hidden Q&A Slide
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