As a “CIO turned CMO,” I have become even more sensitized to what the heart and soul of business is about, and how incredibly important “being human” is to growing an authentic brand and business.
Communications in the browser, strategically embedded into user experiences or used to replace clunky voice, video and data collaboration with more intuitive interactions, are simply “more human” in the moment.
In the near future, we will not have to endure “long hold times,” nor will businesses have to pay hefty 800-number fees . We will be able to “jump on” and “jump off” real time communications sessions, from wherever we can “catch a signal.” We will not care (nor even know) whether we are on a cellular network or WiFi. We will not know that our session was magically and transparently transferred from one network to the other, without dropping a packet.
Why should real time business communications providers care about WebRTC?
- Every day creative solutions are being born that make real time communications easier and more fun. Recent transactions such as the purchase of WhatsApp are validating that the coming generations will use what they love. This dedication can drive massive, viral growth by inviting their friends
- Every day “employees” break the rules in companies by adopting easier ways to do things they have found (example sharing via Dropbox, for free, rather than using more secure file sharing services their companies are paying for in order to protect sensitive company information)
- Every day brilliant developers are working with visionaries creating productivity applications that deliver better healthcare, government, learning, banking, travel and more… creating markets out of nowhere by leveraging app stores, social media and existing communities of interest who help each other “do things better”
Through all of this excitement, and all this creativity (which I happen to love as a CMO) there are real risks and opportunities which I worry about as a former CIO.
How safe are those apps? How reliable? How safe is our data and information, and how safe are our customers? How can we manage with all this variety, how many of these very cool and useful “rogue” applications and fragmentation of how we communicate internally can we sustain?
Through all layers, real time communications networks and applications need to be more “tuned” than ever to deliver the kinds of contextual, high quality and very human experiences we will enjoy – and demand – in the future.