Over the past century, communications technology has made the world a much smaller and fast-moving place and has had an undeniable effect on what is expected of the average business. Clients and consumers demand almost instant satisfaction and businesses are often expected to be in several places at once, dealing with requests, complaints, orders, meetings… the list goes on!

But In order to meet these increasing demands, omni-channel communications (text, chat, phonecalls, web conferencing etc) have allowed people from different generations and markets to choose how they are communicated to.

For example, the Baby Boomer generation, ranging in age from early 50’s to mid-70’s place an emphasis on teamwork, mutual understanding and face to face meetings or telephone conversations and are not regular users of text or live chat.

Born between the late 60’s and early 80’s, Generation X is a smaller group who paved the way for today’s geeks, nerds, and outsiders to set up camp on forums, chatrooms and social media platforms, but will mix their communication habits between long phone conversations, text and social media. After all, generation Xers were the first generation to embrace hands free calling and bluetooth headsets, and have traditionally acted as a buffer between their younger peers and the baby boomer generation.

Our youngest generation, the Millennials, apparently prefer not to talk over the phone as they lose interest quickly and traditionally prefer text messages, social media, or email as a communication channel. This being said, a crowded marketplace has made it increasingly difficult for businesses to sell their USP through these channels.

Influenced by the more recent rise of the millennials, workforces across all generations are expecting more flexible hours, more casual environments, and more informal communication, whilst at the same time having more and expected of them across shorter timescales. As a result, society and business is fast moving online, searching for more time-efficient processes and more convenient ways of communicating as a means to cut down on valuable time and money spent on travel.

As text, chat and phonecalls can ‘remove’, the human experience people are beginning to search for more unique, intimate, and socially-driven online communication experiences that cannot always be satisfied through text messaging or email. For nuanced questions, new products and technical solutions where more information must be exchanged, customers and stakeholders want the simplest communication solution, and a solution that delivers information on their terms.

Enter omnichannel communications featuring WebRTC video chat for web conferencing.

According to Gartner, at least 100 of the world’s 500 largest companies will be adding video-based chat and web conferencing to their customer-facing communications in the next year.


They’re trying to accommodate the desires of a generation that wants personal, ‘human’ interaction online, and businesses who understand these preferences and offer true omnichannel capabilities including online video conferencing, will come off as more thoughtful, approachable, and engaging to their audience than their competitors.

Business communication technology has two main functions:

1. To assist in the delivery of an easy, reliable, consistent, and user-friendly comms experience.

2. To save valuable time, money and resources and increase communication efficiency for all parties involved.

We all know what email, text and live chat do, and we’re not unfamiliar with web conferencing… but what’s the difference between traditional web conferencingand WebRTC?.

In today’s world, connecting people keeps getting easier. Problems like distance and cost are constantly being overcome with a wide array of consumer apps that allow millions of people to connect via voice chat, text and have real time conversations via web conferencing every day.

WebRTC is a form of ‘traditional’ web conferencing, but with a twist. Instead of requiring you to download and install clunky third-party apps or share private details, WebRTC uses APIs and SDKs to integrate seamlessly with company websites so users can connect on a one-to-one basis or even in groups using any browser on any device. Essentially, by simply clicking a link, your contacts can connect and have a face to face conversation with you in real time.

And WebRTC doesn’t just stop at web conferencing for business. Think of it like a venue, where a company can express its personality and core values by offering video for promotional purposes, in support of a cause, or just for the fun of it, without even leaving the office. A doctor’s surgery or NHS trust might even use its WebRTC platform to offer a two-way experience directly from their website in which patients could take a class, receive counselling, or have a doctor’s appointment. A small jewellery business could make bespoke pieces whilst their customers watch.

When the Web RTC web conferencing function is utilised as part of a fully integrated system alongside audio calls, online chat, screen sharing and file transfer, the possibilities for the future of web conferencing as a business communication channel are endless!

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