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  4. > WebRTC and CloudRTC Platforms: Communications as a Feature - Second Edition

Demand for In-app communications and Cloud RTC platforms is growing at an accelerated pace as projects move out of beta into full production and vendors are aggressively positioning themselves for the future. This market is expected to reach over $4.3 billion USD by 2019 equating to a CAGR of 57% over the forecast period. Developer awareness and the opportunity for more contextual communications are two key factors driving the demand for Cloud RTC platforms, or platforms that enable developers to easily integrate communications into their apps. These platforms provide SDKs and APIs to mobile and web developers that abstract away the complexity of telecommunications technology, simplifying access to messaging, voice, and video services.

As the market grows, so does the competition and a land grab mentality is emerging with infrastructure players, start-ups and call center software vendors quickly entering the market. We believe competitors will either differentiate on reach and quality of service or richness of the client experience. Competition and demand is also driving platform vendors to quickly build out their offerings to provide a variety of services and features that enable developers with varying skill levels and requirements to benefit from Cloud RTC platforms.

While competition is quickly gathering and first movers are establishing strong positions, we believe much opportunity exists across a number of vertical applications and horizontal services. This fact will create a robust ecosystem. Opportunities in social networking, customer services and collaboration apps are generating the most demand in today’s market. Social networking apps are integrating multiple forms of real-time communications and brands are integrating click-to-call features into their apps and websites. Also, Cloud RTC vendors are bringing to market more collaboration features such as file sharing and co-browsing. The ability for Cloud RTC platforms to easily enable app developers to integrate two factor authentication into their apps and streamline the process of on-boarding new accounts is also driving significant demand in the short term. Going forward we see increased opportunity for HD voice and video, video conferencing and analytics.

Developers in verticals such as travel and real-estate/ facility maintenance are currently implementing communications into their apps. In the future we see significant growth in the education and healthcare segments.

While growth is robust, barriers do exist. The WebRTC standard is still evolving and the industry needs greater consensus around signaling. More innovators are also required.

Many developers are having trouble envisioning how to leverage communications in new ways within their apps. In some cases the technology may be ahead of the imaginations of app creators who are challenged to think beyond the traditional simple phone call.

The opportunity for in-app communications is broad and diverse. With so many innovative use cases, we do not see single killer app emerging to drive rapid awareness and cultural shifts. Incremental innovation will provide steady but rapid adoption of Cloud RTC platforms.

Table Of Contents

WebRTC and CloudRTC Platforms: Communications as a Feature - Second Edition
1.0 Market Definition
1.1 WebRTC
1.1.1Importance of WebRTC and Communications Platforms
2.0 Market Structure
2.1 Cloud RTC Platforms
2.2 Carrier Developer Programs
2.3 Gateway Vendors
3.0 Drivers and Barriers
3.1 Drivers
3.1.1 Demand for Contextual Communications
3.1.2 Disparate Skill Sets of Web/Mobile and Telecom Developers
3.1.3 Communications Infrastructure is Moving to the Cloud
3.1.4 Social Networking and OTT Players Adding Additional Communications
3.1.5 Need to Extend IMS Investments
3.1.6 Growing Sharing and Peer-to-peer Economy
3.1.7 Authentication and Validation
3.2 Barriers
3.2.1 Challenges of Signaling with WebRTC
3.2.2 Unfinished Standard
3.2.3 Universal Support
3.2.4 Limited Innovation
4.0 Applications, Opportunities, and Use Cases
4.1 Horizontals
4.2 Vertical Segments
4.3 Operator or Service Provider
5.0 Marketing Strategy and Business Models
5.1 Market Strategy
5.1.1 Horizontal Strategy
5.1.2 Vertical Strategy
5.2 Business Models
5.3 Strategies for Recruiting Developers
6.0 Competitive Analysis
6.1 Horizontal Players
6.2 Vertical Players
6.3 Competitive Differentiators
6.3.1 Quality of Service (QoS)
6.3.2 Fall Back Strategies
6.3.3 Pricing
6.3.4 Packaging
6.3.5 Awareness
6.4 Evolving Competitive Landscape
6.4.1 Infrastructure Players
6.4.2 Contact Centers
6.4.3 IoT Players
6.4.4 MandA
7.0 Forecasts
7.1 Geographic Segmentation
8.0 User Survey
8.1 Demographics
8.2 Demand
8.2.1 By Developer Type and Service
8.3 Features
8.4 Experience and Challenges
8.5 Developer Personas
8.5.1 Enterprise Developers
8.5.2 ISVs and Technology
8.5.3 Agency and Contract Developers
8.5.4 Independent Developers and Entrepreneurs
9.0 Future Outlook
9.1 Many Catalysts Exists Across Many use Cases and Segments
9.2 Cloud RTC Platforms Continue to Become More Robust
9.3 The Market Will Get Crowded
9.4 More Engaging Web
10.0 Recommendations
10.1 Make It Easy to Implement
10.2 Build Relationships and be Trusted Partner
10.3 Invest in Helping Your Customers Innovate
10.4 Find the Right Niche
11.0 Profiles
11.1 Acision
11.1.1 Company Overview
11.1.2 Product
11.1.3 Competitive Advantages
11.1.4 Competitive Challenges
11.2 ATandT
11.2.1 Company Overview
11.2.2 Product
11.2.3 Competitive Advantage
11.2.4 Competitive Challenges
11.3 Genband
11.3.1 Company Overview
11.3.2 Products
11.3.3 Competitive Advantage
11.3.4 Competitive Challenges
11.4 Nexmo
11.4.1 Company Overview
11.4.2 Product
11.4.3 Competitive advantages
11.4.4 Competitive Challenges
11.5 Twilio
11.5.1 Company overview
11.5.2 Product
11.5.3 Competitive Advantage
11.5.4 Competitive Challenges

Table of Figures

Figure 1 - Cloud Telephony Applications Architecture
Figure 2 - Developers Attitude Towards WebRTC
Figure 3 -Developer Interest in In-App Communications Segmented by App Type
Figure 4- Preferred Business Models
Figure 5- Preferred business models y/y trend
Figure 6 - Price Elasticity for Premium Quality of Service
Figure 7 - Developers Using Various Integration Options
Figure 8 - Developer Usage, Expected Usage and Awareness of Leading Platforms
Figure 9 - Current and Future Competition
Figure 10 - Recent MandA Activity in the Cloud RTC and WebRTC Space
Figure 11 - Revenue Forecast for Cloud RTC Platforms 2014-2019
Figure 12 - Total Developers Integrating Communications Into Their Apps
Figure 13 - Revenue Forecast for Cloud RTC Platforms Segmented by Region 2014-2019
Figure 14 - Total Developers Integrating Communications Into their Apps Segmented by Region
Figure 15 - Revenue Forecast for Cloud RTC Platforms Segmented by Service 2014-2019
Figure 16 - Revenue Forecast for In-App Messaging delivered by Cloud RTC Platforms Segmented by Region 2014-2019
Figure 17 - Revenue Forecast for In-App Voice delivered by Cloud RTC Platforms Segmented by Region 2014-2019
Figure 18 - Revenue Forecast for In-App Video delivered by Cloud RTC Platforms Segmented by Region 2014-2019
Figure 19 - Survey Respondents Segmented by Region
Figure 20 - Survey Respondents Segmented by Income from Apps
Figure 21 - Survey Respondents Segmented by Role in Software Development
Figure 22 - Devices Developers are Targeting
Figure 23 - Survey Respondents Segmented by Type of Employer
Figure 24 - Type of Applications Developed by Respondents
Figure 25 - Developers Use and Interest in In-App Communications
Figure 26 - Developers Use and Interest in In-App Communications Year over Year Comparison
Figure 27 - Developers Use and Interest in In-App Communications Segmented by Region
Figure 28 - Developer Use and Interest in In-App Services Comparison
Figure 29 - Developer Use and Interest in In-App One Way Messaging Comparison
Figure 30 - Developer Use and Interest in In-App Two Way Messaging Comparison
Figure 31 - Developer Use and Interest in In-App Voice by Developer Type
Figure 32 - Developer Use and Interest in In-App Video and Video Calling by Developer Types
Figure 33 - Integration Strategies
Figure 34 - Required Level of Interconnectivity
Figure 35 - Additional Capabilities Developers Have Integrated Into Their App
Figure 36 - Additional Communications Capabilities Developers are Interested In
Figure 37 - Ranked Selection Criteria
Figure 38- Challenges Faced When Integrating Communications
Figure 39 - Experience Working With Web Technologies
Figure 40 - Experience Working With Telecom Technologies
Figure 41 - Cloud RTC Platform Selection Criteria Segmented by Enterprise Developers
Figure 42 - Top Additional Features Currently Implemented Segmented by Enterprise Developers
Figure 43 - Factors Driving Platform Vendor Choice Segmented by ISVs and Technology Vendors
Figure 44 - Top Additional Features Currently Implemented Segmented by ISVs and Technology Providers
Figure 45 - Factors Driving Platform Vendor Choice Segmented by Agency and Contract Developers
Figure 46 - Top Additional Features Currently Implemented Segmented by Agency and Contract Developers
Figure 47 - Factors Driving Platform Vendor Choice Segmented by Independent Developers and Entrepreneurs
Figure 48 - Top Additional Features Currently Implemented Segmented by Independent Developers and Entrepreneurs

Companies Mentioned
46 Elks
Accellion
Acision
Acme Packet/Oracle
Aculab
Addlive
Amazon
Apidaze
Aspect
Assemblage
ATT
Authy
avaya
Bit6
Blackberry
Blackboard
Broadsoft
Browsetel
Cambly
Cisco
Comverse
Comcast
Cubeslam
Deutsche Telecom
Digium
Ericsson
Facebook
Genband
Google
HookFlash
Huawei
ifbyphone
Intel
Layer
Live Look
Matrix.org
Maviner
mBlox
Microsoft
Mitel
Mongoose Metrics
Mozilla
mPortal
NetMedical
Nexmo
Opera
Orange
Ozonetel
Plivo
Porch
Rabbit TV
Rebtel
Requestec
Ring Central
SAP
SightCall
Skype
SnapChat
Solaiems
TelAPI
Telefonica
Telestax
Temasys
TenHands
Throughpoint
Togetheroo
Toy Genius
Tropo
Twilio
Ubuntu
Vidtel
Vsee
Whats App
YuuZoo
Zingaya

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