Masergy announces WebRTC-enabled UC solution

Masergy Communications, a cloud-based UC service provider, announced this week that that its Cloud Unified Communications solution is now WebRTC-enabled with the launch of its Virtual Automated Attendant (VAA). The VAA solution includes an application wizard that helps customers create custom menu structures to meet the specific needs of their business. The wizard auto-generates the necessary code, which can then be embedded on customers’ websites.

The initial VAA implementation includes web-based voice communications for sales and support functions. The end user can navigate to the specific resource they need and initiate a call with using a “click to call” feature. The call is then routed from the user’s browser to a customer service agent telephone, bypassing the Public Switched Telephone Network (PSTN). VAA's call quality can be measured by the Masergy UC infrastructure.

Showing support for its own platforms and services, Masergy has implemented the VAA technology on its own customer support web page. Commenting in a statement on the new service, Dean Manzoori, Masergy’s Product Management VP said, “Our unique, self-provisioning solution enables a simple and intuitive customer support experience. This solution eliminates the need for a web site visitor to search for contacts, phone numbers, or deal with computer-based voice response systems when they need to speak to a sales or support representative.”

As a cloud-based service, VAA does not require any additional hardware investment and it is available to existing Cloud UC customers free of activation costs. The VAA follows Masergy’s Software Defined Network (SDN) strategy to provide enterprise its customers with automation, simplicity and cost savings. The underlying VAA infrastructure is provided by GENBAND’s KANDY platform.

Our observations: WebRTC is a very useful protocol for customer service and contact centers because it enables real time communications (including voice, video, messaging, and screen sharing) - directly connecting a customer’s browser to a remote agent without the need for additional applications on the customer’s computer or mobile device.

Last year, the contact center use case for WebRTC was one of the most likely according to the 2014 Webtorials WebRTC State of the Market Report, and initial results from this year’s survey show similar results. We will be sharing the results of the 2015 Webtorials WebRTC State of the Market Report soon, along with some other use WebRTC use cases in the coming weeks.

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