How WebRTC makes removes the barriers for enterprise messaging vendors to compete and win against unified communications vendors. A presentation I've given during Enterprise Connect 2015

1. WebRTC Messaging and its Impact on
UC Systems
Who will be the winner of enterprise comms?
March 2015
Tsahi Levent-Levi

2. What do you do when you start
a new company?
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3. • Design a logo, letterhead, presentation template & website
• Open an official company
• Open a bank account
• Use Google Apps for “corporate email”
• Sign up everyone for Slack
My recent checklist
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4. What???
No Unified Communications?
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5. • Analyze the “Job to be Done”
• Compare “Unification” to “Integration”
• Look at a few vendors
What will we do here today?
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6. WebRTC’s Job to be Done
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No Plugins No Downloads No Installations No App Store
No SignalingFree (as in BSD) No Patents No Media Eng.
Friction reduction for users
Reduce barrier of entry to new vendors

7. “Simplifying and unifying all of the different tools people used to
communicate for work.”
• Presence
• Instant messaging
• Call control (voice+video)
• Collaboration (=screen sharing)
• Federated*
Unified Communications Job to be Done
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8. “Team communication: everything in one place, instantly
searchable, available wherever you go.”
• Messaging
• Persistency
• Searchability
• Out of the box integrations
Enterprise Messaging Job to be Done
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9. Where does WebRTC fit into all this?
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Unified Comms
• Presence
• Instant messaging
• Call control (voice+video)
• Collaboration (=screen
sharing)
• Federated*
Enterprise Messaging
• Messaging
• Persistency
• Searchability
• Out of the box integrations

10. By reducing barrier of entry for
developers, WebRTC brings to
Enterprise Messaging the ONLY
advantage of Unified
Communications
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11. Brain: How are going to get the Earth to lose weight?
Pinky: I know! We can get everyone to go on a diet!
Brain: Diets don't work.
Pinky: Not even if you call them 'A Whole New Way of Eating?‘
Brain: No.
AChange in Mindset
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12. Unification versus Integration
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Unification
• All products use the same
network protocols
• Targeted at 100’s of
vendors
• Requires much IOT testing
• Tension of best of breed
versus best of suite
Integration
• Openness achieved through
APIs
• Each vendor has his own
island of a service
• Integrations are deep and
created well in advance

13. WebRTC downgrades voice
and video from a service to a
feature
When a core competency becomes a commodity, is there anything left?
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14. 3 Examples of how Messaging
is eating up Unified
Communications
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15. • Rebranding of Lync to Skype for Business
• Announced Skype for Web
• Uses WebRTC as a browser access point to
Skype
• Does that change anything in UC vs
Messaging?
Skype for Business (Lync)
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16. • Introduced video calling using WebRTC PaaS
• Didn’t want users to “migrate” to Skype for the
interactions
• In first 3 months:
• 150,000 calls
• 2,500,000 minutes of video calls
HipChat
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17. • Ignored real time communications (and still
ignoring it)
• Acquired ScreenHero, who use WebRTC for
screen sharing
• Has integrations with WebRTC vendors
• appear.in
• Google Hangouts
• Room
Slack
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18. Unified Communications will be
Gobbled up by Messaging
It is only a matter of time
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19. • What is WebRTC?
• WebRTC’s Job to be Done
• Browser Support
• WebRTC Hype
• The WebRTC Ecosystem
• WebRTC Use Cases by Verticals
• Recommendations
https://bloggeek.me/reports/
Want to learn more?
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20. Thank You!
Tsahi Levent-Levi
https://bloggeek.me
tsahil@bloggeek.me
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