Masergy Introduces WebRTC-Based Visual IVR and Web Calling

Masergy Introduces WebRTC-Based Visual IVR and Web Calling

By Phil Edholm September 21, 2015 2 Comments
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Masergy Introduces WebRTC-Based Visual IVR and Web Calling by Phil Edholm

Masergy is rolling out a new capability in its cloud UC infrastructure, using WebRTC with a wizard-driven wage page development environment to rapidly create web-based interactions into its SIP-based cloud service.

Using the Masergy service, customers create a web page integration that provides a set of choices for communications. Using a simple tool, it is easy to create a click-for-communications that opens a drop down box with multiple choices (sales, service, etc.). The result is very similar to the functions of an ACD/Auto-attendant that can present a set of choices. Each choice is mapped to one or more phone numbers through the Masergy SIP network, enabling the customer to have hunt groups easily implemented from the web-based solutions.

For end customers using this capability, talking to the company from the web page is now as simple as clicking on the drop down box, selecting the right option and enabling the mic in the browser. While the initial implementation is focused to audio, the capabilities of WebRTC enable it to be extended to video in the future.

Dean Manzoori, VP of Product Management – UcaaS, of Masergy, described extending this capability to map a name to an individual DID. This essentially creates an open web-based calling for any employee. According to Dean, the solution is being integrated with back end directories such as Active Directory and LDAP to enable this capability easily. When combined with the capability of contact management apps like Microsoft Office to retain/store a personal URL, it is easy to see how URL-based calling can quickly become a reality.

Masergy developed the solution in conjunction with Genband Kandy for the WebRTC integration with a web-based development creating the wizards and management capabilities. There is also a sandbox for trialing and developing an individual implementation. Pricing is based on on-demand usage, with implementation at no initial cost and the charges based on actual minutes connected into the SIP network. Masergy indicated that the typical charges for delivering a voice call through the system are 60-80% less that typical PSTN access charges for 800 or DID services.

The Masergy solution is further evidence of the movement of communications from the circuit switched world of PSTN and traditional SIP-based connectivity to the new open web-based paradigm. A number of companies have demonstrated and delivered WebRTC as a mechanism for meetings, however, this solution focuses on how to openly represent the company through URLs and real time on the Web services. As I discussed recently on UCStrategies in this post, there are four “quadrants” of enterprise communications services. With this capability announced by Masergy, web-based communications and collaboration is moving to provide significant and differentiated values over traditional telephony number-based services in all four quadrants. Open, un-federated web-based Unified Communications is fast becoming a reality.


2 Responses to "Masergy Introduces WebRTC-Based Visual IVR and Web Calling" - Add Yours

Art Rosenberg 9/21/2015 9:47:54 AM

Masergy's offering certainly confirms the direction that customer services will be going, i.e., not by initiating a "blind" phone call, but a contextual "click-for assistance" action from an online self-service mobile app. However, they still need to offer the mobile end user the flexibility of contact modes, since it doesn't always have to be a real-time voice or video connection, but can include asynchronous, near realtime messaging options as well (text, voice, video).

I am sure they will jump on this quickly, since it is easy enough to do.

See my recent post on this subject at:
Mike Lauricella 9/28/2015 9:53:56 AM

Interesting. This sounds a great deal like what has had in market for 2 years now...

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