Business Success Through Embedded Communication Technology How WebRTC Delivers Value To Organizations Today GET STARTED Released May 2016
1 2 Introduction More and more activities in our day-to-day lives banking, learning, working, and shopping have shifted online. Although the benefits of this migration are numerous, the resulting physical gap between colleagues, businesses, and their customers has also grown. In the absence of physical interactions, organizations must find new ways to communicate and connect in order to enable internal collaboration, as well as drive engagement and outstanding experiences for customers. New communications technologies are not merely facilitating conversations; they drive core functionalities within organizations, helping them win, serve, and retain customers. As such, communications capabilities that drive greater efficiency and effectiveness are no longer a nice to have they are critical for organizations that wish to remain competitive. WebRTC a standard for enabling real-time communications (voice, video, messaging) within a digital environment with no download or plug-in is one technology that organizations are adopting to deliver the new wave of digital communications. In October 2015, TokBox commissioned Forrester Consulting to evaluate the adoption impact of WebRTC among enterprises across five key industries: customer service, field services, healthcare, education, and financial services. The results of this study are based on Forrester s own market data as well as a custom study of the same audience. DEMOGRAPHICS 150 IT and business decision-makers in the US with responsibility for communications technologies within healthcare, education, consumer service, financial services, and field services 20% Customer service 20% Field services 20% Healthcare 20% Education 20% Financial services
1 2 Key findings summary: Across industries, 63% of US enterprises are adopting or planning to adopt WebRTC within the next 12 months, according to Forrester s Business Technographics data.* Within the customer service, field services, healthcare, education, and financial services industries, the vast majority of decision-makers surveyed for this custom study (99%) use WebRTC for embedded communications. Nearly two-thirds of companies using WebRTC and other rich, real-time communications believe it is an advanced capability that puts them ahead of their direct competitors and their industry as a whole. Some definitions: Embedded communications: where voice, video, or messaging capability is embedded within another piece of software, application, or site, so the communications can be both triggered and conducted without having to switch between applications. Contextual communications: where the communications takes place within and utilizes the context and/or content of the other application or site. For example, a video call takes place within a medical software application and doctors can view and discuss an X-ray image. *Base: 167 US respondents from organizations with 1,000 or more employees *Source: Forrester s Global Business Technographics Networks And Telecommunications Survey, 2015 Base: 53 IT decision-makers with responsibility for communications technologies at US enterprises of 1,000 or more employees Base: 150 IT and business decisionmakers with responsibility for communications technologies at US enterprises of 1,000 or more employees Source: A commissioned study conducted by Forrester Consulting on behalf of TokBox, October 2015 WebRTC: a standard for enabling real-time communications (voice, video, messaging) within a digital environment with no download or plug-in.
Communications Technology Is Vital In Enabling Success Now more than ever, organizations must leverage and synchronize resources across functions in order to win, serve, and retain customers. This means decision-makers must think of communications technology investments not simply as a cost of doing business, but as a key enabler that improves interactions internally as well as with partners and customers. This imperative is well understood by today s business leaders. In Forrester s Business Technographics data, communication technology decision-makers agree that their IT organizations are prioritizing close engagement with customers, partners, and business users.
1 2 3 WebRTC Drives An Embedded Communications Paradigm Shift Communications technologies have historically delivered standalone applications whether voice, video, or messaging. With WebRTC, companies can leverage the power of IP-based communications to embed communications functionality into other applications or services. This capability enables conversations to take place within context and allows content to be shared without the need to switch between applications. According to our survey respondents, most organizations are drawn to WebRTC for the enhanced experience that embedded communications provide. Additionally, the majority are utilizing WebRTC to deliver embedded live video, voice, and messaging capabilities. That means the communications function is being integrated directly into existing applications, such as medical software collaboration solutions, education platforms, and more. 99% agree or strongly agree that their organization s use of WebRTC is currently delivering embedded live video, voice, and messaging
1 2 3 Contextual Rich, Real-Time Communications Improve Core Business Functions Across all of the industries included in this study, the business professionals we surveyed believe that embedded live video, voice, and messaging will improve numerous key functions at their organizations. While these vary by industry, benefits to the business extend well beyond improving communications. Indeed, expected benefits include an improved ability to conduct sales, extended market reach, and overall improved outcomes/satisfaction rates. See the following page.
1 2 3 Contextual Rich, Real-Time Communications Improve Core Business Functions
1 2 3 Organizations Embrace Rich Communications Technologies Such As WebRTC Across Core Functions Given the value that embedded live voice, video, and messaging can provide to their organizations, it comes as no surprise that decision-makers are reporting high levels of adoption to enhance core functions specific to their industry. See the following page.
1 2 3 Organizations Embrace Rich Communications Technologies Such As WebRTC Across Core Functions
1 2 3 Embedded And Contextual Communications Have Significant Impact On Business Objectives Even more remarkable is the extent to which implementing advanced communications is expected to benefit the organization as a whole. Nearly all decision-makers who have implemented rich communication technologies to augment or improve key functionalities in their organization expect either a high or extremely high impact on their key business initiatives. Communications Spur Competitive Advantage Most organizations reported their use of WebRTC and other rich, real-time communications technologies as ahead or extremely ahead of their competitors. It is likely that organizations will continue to push each other to continue to innovate in the use of communications to create differentiation and competitive advantage.
Conclusion The vast majority of enterprises are engaged in real-time communications technologies across their organizations. Organizations that embrace rich, real-time communications technologies, like WebRTC, reap undisputable benefits. These organizations report stark improvements to both strategic and tactical objectives, thereby increasing their competitive advantage. The question now becomes not if rich, realtime communications can help your organization, but how far your organization will fall behind your entire industry if you don t adopt now. METHODOLOGY This Technology Adoption Profile was commissioned by TokBox. To create this profile, Forrester leveraged its Global Business Technographics Networks And Telecommunications Survey, 2015. Forrester Consulting supplemented this data with custom survey questions asked of 150 IT and business decision-makers with responsibility for communications technologies at US enterprises of 1,000-plus employees. These respondents came from the customer service, field services, healthcare, education, and financial services industries. The auxiliary custom survey was conducted in October 2015. ABOUT FORRESTER CONSULTING Forrester Consulting provides independent and objective research-based consulting to help leaders succeed in their organizations. Ranging in scope from a short strategy session to custom projects, Forrester s Consulting services connect you directly with research analysts who apply expert insight to your specific business challenges. For more information, visit forrester.com/consulting. 2016, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester, Technographics, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. For additional information, go to forrester.com. 1-VCD0HL