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WebRTC
Michal Sedivy Oracle Communications
Fundamentals & Use Cases
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Next Wave to be ridden…
• IP end-to-end
• Smarter Endpoints
• “Unlimited” Core Bandwidth
• Ubiquitous Broadband
• Network Function Virtualization
2
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…And a Landslide of Challenges
Customer Experience
PSTN Retirement
Codec Explosion
Signaling Explosion Regulatory
OTT Services
Scale
IPv6
Security Multi-access
3
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What is WebRTC?
• A built-in application program interface that enables browser-to-browser and native mobile applications for:
– voice calling
– video chat
– peer to peer data
• Powerful tool for internal and external collaboration
• Easier development and deployment for IT staff
4
Web Server (WebRTC Control)
Peer Connection (Audio, Video, Data)
Gateway Connection
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Technology barriers lowered
• No download or plug-in
• Easy to write audio/video service
• WebRTC extends browsers and native mobile apps with audio/video and screen sharing capabilities
• Communications become a feature, not the application
Expansion in vertical industries
5
WebRTC Enables Enterprise Value Creation
Communications Services
Many emerging web-enabled devices
Consumer Services,
Set-top box
Telemedicine Retail Expert Kiosk
Finance
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Commercial WebRTC Services
Video Messaging Video Calling
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Oracle’s WebRTC Strategy Highlights
• Focused on communications shifting from PBX to Web & mobile apps
• First Wave:
– Start by leveraging and extending existing UC and CC infrastructure
– Leverage new and unique WebRTC capabilities to syndicate communications to Web, mobile, and more users
• Second Wave: – Capitalize on WebRTC disruptive forces
– Examples: Amazon Mayday, Oracle Service Cloud web self-service
7
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Video Conferencing– Guest Access WebRTC - First Wave
Use Case
‘Guest’ browser clients (via WebRTC)
Enterprise Video Bridge
Desktop video clients
• Simplify video conferencing for employees to interact with people outside the company
• Remove friction in using video for external collaboration, sales, service, recruiting, etc
• Ability to expand existing video conferencing bridge to more users, use cases
• Better utilization of existing video bridge investments • Save on travel costs by allowing more external video
conference participants • Derive efficiency through remote collaboration and
engagement
Value Summary
Business Case
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Enterprise Mobility / Remote Worker WebRTC - First Wave
Use Case
• Provide BYOD mobile UC clients to employees as an extension of existing deskphone experience for mobility & remote worker
• Integrate with existing UC systems to provide a uniform experience across device types
• Integrate with existing directory and identity systems to authenticate remote employees
• Increase productivity while lowering cost by offering voice and video over the Internet for mobile workers
• Transition from deskphone extension to eventual replacement by lightweight UC clients
• Cut down on voice and video client equipment costs for remote workers, cap and reduce VPN phone deployments
• Cap and reduce the cost of installing and upgrading client equipment for remote workers
Value Summary
Business Case
PSTN
Existing Deskphone
Enterprise UC System
Employee Desktop & Mobile
UC Client Apps
Mobile/ Wi-Fi
Enterprise Directory
Web
PSTN
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UC Client Consolidation WebRTC - First Wave
Use Case
• Provide a consistent UC client experience across disparate UC/PBX systems
• Provide a single integration layer with backend communication systems for UC clients
• Expand UC capabilities to Web and mobile • Target environments are large enterprises with major
multi-vendor UC,IP-PBX footprint
• Cap maintenance/support expenditures for UC clients from multiple vendors
• Reduce cost of UC client integrations across different communication systems
• A single approach to consolidate UC infrastructure that: – Reduces maintenance expenditures by retiring legacy systems – Manages costs to introduce new features across different systems
Value Summary
Business Case
Web
UC client apps on Tablets, PCs, Smartphones
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Contact Center – Remote Agent WebRTC - First Wave
Use Case
• Targeting existing contact centers, simplifying voice delivery to the agent
• Provides flexibility to integrate voice into agent desktop • Minimizing impact on existing contact center with no
change on customer side or infrastructure • Easily and quickly expand remote agent workforce due to
seasonal trends and special events
• Save on hard phone & VPN equipment costs • Reduce time & cost of deployment, maintenance, and
termination of agent voice client • Avoid telephony charges for nailed-up PSTN lines
(Example: 1000 agents with $300K in PSTN cost annually)
Value Summary
Business Case
ACD
IVR
Remote Agent
Customer
Agent
voice
traditional
CRM
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In-App Communication WebRTC – Second Wave
Use Case
• Open new mobile channels of communication with your customers
• Greater level of control than a phone number over when the customer communicates and with whom
• Not just about providing customer support, but new ways to interact with your customers, to sell more, gather data using their mobile, provide better brand experience, etc.
• Fastest and most portable way to add voice/video to customer-facing mobile apps in terms of implementation time and cost across different mobile platforms
• Reducing costs and saving time by more control over when the customer is offered the live interaction and how that interaction is routed
• Industry-specific scenarios leveraging customer’s mobile device
Value Summary
Business Case
Enterprise
Customer App
Mobile device
voice
video
data
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Web Customer Service WebRTC – Second Wave
Use Case
• Offer faster web-based service tools where most interactions with a business begin, on the Web
• 72% of customers prefer web self-service, but only 52% find what they need
• Knowledge management closes the gap by learning and updating the data based on customer feedback
• Deflect more customer issues to self-service • Offer live engagement using web channels at a
lower cost per interaction • Allow live engagement as an escalation path from self-
service, reinforcing self-service for solving future issues • Offer live engagement with the right context when needed
to reduce resolution time
Value Summary
Business Case Web Self Service
Cu
sto
me
r
Knowledge Management
Feedback & Learn
LIVE CHAT
WEB VOICE & VIDEO
esca
late
Agent
esca
late
SELF SERVICE
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Advanced Customer Experience WebRTC – Second Wave
Use Case
• Offers a ‘Mayday Bundle’ for advanced live engagement, but make it available for any website across any devices (vs. being locked into Kindle only)
• Text chat has a low barrier of entry from customer acceptance, client compatibility, and per interaction handling cost standpoint
• Text chat builds an on-ramp to video & co-browsing
• Live, personalized support without need for brick-and-mortar locations
• Ability to differentiate and charge for higher tier of service • Ability to offer personalized support at user convenience,
but still at reduced cost
Value Summary
Business Case
Live Engagement Bundle
any web property
Video
Co-Browse
Text Chat
Browsing
- higher level of personalization
- see what I see
- customer on-ramp
Customer
Level of Engagement
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IVR Replacement WebRTC – Second Wave
Use Case
• Leverage customer browsing context (i.e. URLs followed) and learning knowledge base as a richer selection criteria to route requests directly bypassing the IVR
• Provide direct and more intelligent routing of Web voice escalated from a regular browser session
• Use same rich browsing & knowledge base context to deflect inquiries from live contact or offer callback options
• Leverage richer selection context to qualify potential sale/upsell opportunities & segregate from support inquiries
• Cap IVR maintenance and customization costs by leveraging lower cost Web technologies
• Deploy more precise and automated ways to identify high value versus high cost customer traffic
Value Summary
Business Case WebRTC-enabled website Knowledge Base
& Web Links
Routing Logic
ACD
IVR
Web Voice
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Interested? Please contact:
Michal Sedivy
• +420 773 541 354
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |