Traditionally communications infrastructures have been developed with the sole purpose of serving the corporate user. Individuals have had to adapt and adjust to technology in order to do their jobs. However, a sea-change in the way businesses communicate is on the horizon and decision makers will be well advised not to go against the tide.
The growth of Web Real-Time Communication (WebRTC), a direct consequence of BYOD and “Tablet-based computing”, is seeing the communications ecosystem rebuilt from the ground up. No longer will it be the corporate environment that sets the criteria in communications; it will be the citizen and its demand for instant response, despite the many ways they choose to communicate. As a consequence, technology must be designed to adapt to the individual rather than vice versa.
Where has it come from
The proliferation of “smart” mobile devices and the BYOD trend are heralding this next generation of usable Unified Communications (UC). People have grown accustomed to using their own smart devices for a large proportion of the working day, with better functionality (as a result of intuitive software) than the traditional tool set provided by IT. With this functionality most now expect communications to follow suit. The reduction in email volume, and now even text, by the younger generation (the trend setters) shows how smart devices are impacting communications today. In the same way as workers can access and send emails or use social media from their own device, it follows that they will want to make conference and video calls without having to use onerous applications. WebRTC finally opens up new ways of thinking about how much we can do from a web browser, provided that the UI gives a meaningful and useful experience for the user. The majority of the working population now has access to a web browser from their own personal device and the demand for functionality will ensure that intuitive-based communications tools are implemented.
What does it give us
First and foremost, this shift to citizen-led communications cannot be avoided. As has been seen by the BYOD juggernaut, such significant technological and social trends must be accepted by businesses, especially those providing front line services. Effective policies must be put in place that allow the organisation in question to remain in control of transaction data. WebRTC is no different. If handled correctly with that intuitive UI, it will transform communications and improve transaction times. Having been touted as the next big communications innovation over the past year, 2014 will see it enter the business world at great speed.
But what tangible difference can this make to your organisation? WebRTC holds the potential for significant savings to be had, not only in operational costs, but also, with the right UI, time spent with a transaction. For example, previously, holding a conference or video call over the internet would require a specialist device and could cost from £400. The introduction of WebRTC will see this spend reduced to pence with employees being able to make the relevant calls with a click of a mouse, using currently deployed equipment. This will open up communications to everyone with access to a web browser, and do so in a more intuitive manner.
It’s not only efficiency savings that the technology will enable. WebRTC actually offers a more secure environment for sharing data given that it uses TLS (Transport Layer Security). By setting up a web encrypted tunnel WebRTC could feasibly offer a more secure environment than the current PSN, when reviewing files or correspondence with users or citizens outside of the traditional secure infrastructure. As ever, the mere adoption of technology will only yield limited results; it is how it is implemented that will dictate the long-term success of WebRTC. This technology is clearly the next big thing but the challenge facing all vendors and users is how we can take advantage of the opportunities that this creates.
How the land lies
The benefits that WebRTC can bring are clear to see, making the time right for businesses to start thinking about how they can support it. For informed decisions to be made, it must first be clear how the land lies regarding WebRTC. As things stand, WebRTC is only available as standard in certain browsers (but with plug-ins on all browsers) though this should not be seen as an excuse to push it to the back of the priorities list. Within 12-18 months these initial difficulties should be overcome and we will see heavy usage of the technology as early as the end of 2014.
The rapid pace with which this will take hold make it critical to act now, and heighten the need to create policies around use of WebRTC. The nature of WebRTC means that it is and will become a viral communications tool. The speed and ease with which it can be deployed make it a powerful tool for businesses to boost productivity, yet at the same time this positive development can prove to be a threat. Much like the internet, WebRTC will be harmless until people input content. Unless corporate infrastructures and policies to support WebRTC are put in place now, the viral nature of WebRTC will pose a threat or a commercial one if this is ignored as a communications tool. Think back to the early adoption of the mobile phone and ask yourself who does not have one.
The public sector and UK business as a whole has a chance to position itself at the head of the curve when it comes to implementing WebRTC. The first wave of products will allow a functionality that crosses traditional IT divides (database information), enabling instant access to all user information. Intuitive design will see employees able to operate from the much vaunted ‘single pane of glass’, recording information from any transaction, regardless of the communications tool used. With a hundred years of experience in understanding what people truly mean by communications, Unify understands that technology has to replicate the ways people want to work. WebRTC holds significant potential for the public sector, but without intuitive design it will fail to unlock the full potential of the civil service workforce.
To be at the forefront of the next generation of UC, there must be a recognition that citizen trends now set the agenda for communications infrastructure. WebRTC paints a picture of a bright future for UK business. It will revolutionise communications infrastructures as long as it is embraced. Like many technological trends, the groundswell will be impossible to resist and any attempt to bury one’s head in the sand will prove counter-productive.
The gauntlet has been laid down and it is now for the CTOs and CIOs to pick it up. The key questions to ask are what benefits will it bring your organisation and what will adoption mean for existing communications infrastructure. If these questions are not answered soon, organisations run the real risk of being overrun. The potential is there but unless any implementation is on your terms and under your control, it will not be truly fulfilled.
For further information, download Web RTC – The Next Generation of Communications here or contact us on 0800 158 5236.