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In this week's column, I share the fruit of a discussion I had this past week with Svein Willassen, founder and CTO of WebRTC-based video conferencing service appear.in. Click-to-call features are becoming more common across the Web as user demands for real-time access grow as well as their mobile usage. When people are searching the Internet, the ability to click a button and immediately be put into contact with a company representative makes them more productive and increases customer satisfaction - digital tools should work to give customers what they are looking for right away, not make them work for information. As technology in ICT keeps evolving, what was previously only available at the workplace is now becoming accessible to the public at large. This has changed the way in which organizations view the work place, with an increasing number of companies changing their philosophy by making work an outcome and not a place. WebRTC promises real-time communications from the browser - no downloads, no plugins necessary. There are many companies working to deliver on that promise, but some are more accessible than others. There are WebRTC companies that provide the technology, software and APIs for clients to integrate WebRTC in their websites, while others offer instant access to WebRTC functionality and enable users to join and share a video conference in just seconds.
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