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Hostcomm Web RTC for Business
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Web RTC for Business

Web RTC let's your business communicate with your customers from their web browser.

What is WebRTC?

Web real time communications (WebRTC) is the name given for a collection of functions recently added to all internet browsers which allow browser to browser communications over the internet.  The standard features that are available directly from a web browser include:

  • voice calls
  • video calls
  • chat
  • screen sharing
  • secure data transfers. 

As the most popular browsers worldwide (Google, Mozilla, Safari, Edge etc) already have WebRTC functionality within them, there is nothing to buy, download or enable. 

Increasingly, businesses and customers will want to take advantage of the ability to communicate across the internet without the need to install additional applications. In addition, because WebRTC is a peer to peer comunication (going directly from our browser to another) and is not routed to one or more server (unlike email) and is encrypted, this makes WebRTC both convenient and extremely secure. 

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Communify - Hostcomm's Web RTC solution

Hostcomm's long experience in providing communications solutions for business means that we are in a strong position to understand our customer's needs. Communify is our Web RTC solution.

Communify is designed to integrate seamless with your existing telephony or contact centre systems. This means that you will be able to continue to use your current communications functionality but simply add the powerful multi-channel options available through the Communify Web RTC.

In addition to being an integration option to your existing services, Communify can also be set up as a completely new channel and operated on a standalone basis.



Features of Web RTC

Web RTC offers many ways in which customer communications can be enriched, made more efficient and at the same time enable costs to be driven down. 


Visitors can engage seamlessly from their browser

Anything that differentiates your organisation’s web site and makes it easy for visitors to get what they want is worth investing in. WebRTC does just this by giving a choice of communications options and a hassle-free process for delivering the chosen option. For example with a visual IVR a web site visitor can click directly on what they want instead of listening to an annoying telephone IVR system. If they want to start with chat and then move to voice or video, they can without losing the connection to the assistant they are chatting to. 

No barriers to setting up a new contact centre

The user end of the WebRTC contact centre is the browser and the web site or web application. This means anyone can use WebRTC tools to contact a WebRTC contact centre. At the receiving agent’s end the same applies, the agents will log into a web application on their browser. With only a web browser needed at either end and no requirement for PBXs, ISDN/SIP lines, phone numbers, voip phones the implementation of this contact centre is very quick.

Line of sight analytics from website to agent

Details about a web site visitor’s activities are temporarily stored by the web browser and can be bundled into a package with details about the resulting WebRTC voip/video/chat call to give a holistic summary of that user’s web site visit. This information is very useful for marketing purposes because it indicates which web pages or adverts are driving people to contact the organisation and which ones fail to do so. The information stored can be sent via API to a CRM system or analytical application for reporting purposes.  

This can be done in other ways which offer limited scope but they can be costly.

Making it easy for customers to call you

Making a phone call by pressing a button on a web site is undoubtedly easier than keying in a phone number with your finger. This is even more satisfying if the resulting phone call is free, which is the case for a web site visitor pressing a WebRTC button to call their supplier. As a reference point most people would rather click to dial a chargeable phone number that move back and forward from phone keypad to web page keying in a freephone number. Browsers can now convert a phone number on a web site to a clickable link so most web site visitors now expect this kind of service.

Customers choose the way they want to engage

Everyone has their favourite form of web communication, generally phone calls are the most popular and video calls are the least (in the UK anyway). By offering the full range and the ability to screen share, and data share, you will be giving your web site visitors no reason to leave your web page. All of this communications channels are the same system for administration and reporting and can be worked on by agents on a skills-based routing method. This ensures agent productivity objectives are achieved. 

Click to dial direct to a department

As WebRTC interactions are driven by browser code, historical IVR structures can be converted into a visual tree displayed for you on the web page. The web site visitor can then go directly to their chosen option without listening to several monotonous IVR prompts. Being browse code changes can be made very quickly and without re-recording sound files.  

Integrate WebRTC with your existing VoIP platforms

By layering WebRTC features over your existing SIP PBX or hosted voip service you can handle web calls without having to change your voip infrastructure. There are very few WebRTC-based PBX services around and so voip integration is a necessity anyway. Adding these features can extend the life of your existing system as long as the conversion service that handles the WebRTC - VoIP part is a good one. 

Understand your customer for a better user experience

As previously mentioned the web site visitor’s browser session holds lots of data about them, such as their IP address, what they have clicked on, previous visits etc. All of this information can be pushed to an agent when the person calls or initiates a chat to the contact centre. The agent is then able to have a more meaningful, context-based conversation, rather than wasting time interrogating the person from the outset.

Secure Communications protects sensitive information

Being a peer to peer connection a WebRTC session does not need to route through communications servers like SIP voip or video does. In addition WebRTC traffic is encrypted and uses strong security like TLS. This makes it more secure because there are no easy intercept points where a hacker can place a listening device and even if they did the data would be encrypted. This makes WebRTC data channels ideal for sharing sensitive data between two parties (e.g. patient and doctor). 

Improved Voice Quality

For the same reason that WebRTC is more secure, it also enables low latency voice and video communications because the voice/video media travels point to point, not through a series of PBX’s . In time sensitive applications it is always good to reduce latency because it definitely improves the quality of the interaction. 

Integrate WebRTC into your own inhouse systems

Almost every web application these days has an API which allows secure connections and movement of data via standard internet (port 80). Integration possibilities are pretty much endless and instead of just a caller ID (e.g. mobile phone number) to identify the web site visitor there are lots of other methods (browser cookie, IP address, MAC address). For example a CRM system can pop a clients details based on their IP address, cookie ID, or secret word ready for the agent to begin a discussion. This has traditionally been done with the callers phone number which has its limitations.


Benefits of Web RTC

WebRTC is a new technology that will have a huge impact on how people communicate across the internet. Simply put, WebRTC allows users to use their browser to chat, call or share without the need to buy or install any other applications.

The potential opportunities for business are huge. Not only will it provide the ability to instantly engage with customers directly, through their web browser, but it also has the ability to slash their communications costs.

Hostcomm offer three ways in which your business can benefit from WebRTC:

  • Hosted Telephony: by connecting your WebRTC plugin installed on your website you can receive and make calls instantly. And because WebRTC offers a host of other features, you can improve your communication while lowering costs.
  • Diallers and Contact Centre: simply contact your WebRTC plugin into your existing Contact Centre infrastructure to receive calls, chat, messages and share documents at the click of a button. 
  • Standalone application: add Communify and receive voice calls, chat and video communications directly from your browser.

Uses of Web RTC

There are many ways in which WebRTC can start to revolutionise the way that business communicates with its customers. Here are some sectors where it provides tangible benefits.

1. Improved Contact Centre Communications 

WebRTC delivers benefits to the web site visitor and to the contact centre operator. From the web site visitors perspective they now have the option to call, chat, video chat, file share, screen share and SMS all from a single active contact menu and without have to download plugins. Once their chosen method is established the web site visitor can then change, for example from a voice only call they can add a video connection to the same agent. Or a chat session can be upgraded to voice or video, retaining the same agent. Contextual data about the web site visitor can be packaged and sent to the agent, briefing them about the web site visitor's requirements.

Additional “lines” can be added to the contact centre agent groups from the web site without the need for SIP lines, ISDN, numbers, PBX equipment etc. These lines can be added in minutes and can be used as a back up for traditional number-based inbound channels.

From the web site visitors’ end there is no departure from what they do now. Nearly 70% of people now access the internet using a smart phone or tablet, most of these people now use their finger to press a phone number rather than dialling it on a keypad. WebRTC calls are initiated in the same way. In fact some contact centres are now moving from a simple “click to call” button to a hierarchical web menu system A well designed and implemented WebRTC contact system can make the web site visitors experience much simpler and more engaging.

2. Telemedicine

The telemedicine industry is an early adopter of WebRTC telemedicine products due to its need for security, simple set up and video. A doctor can conduct a consultation with a patient remotely and as easily as a Skype or FaceTime call but without requiring any insecure, heavyweight applications to be installed at the client end. All information shared through the WebRTC data channel is encrypted and then transported point to point from one web browser to the other, bypassing the usual vast collection of routers, servers and cables that make up the internet. Healthcare monitoring systems at the client end can be managed remotely via this same connection, with patient data passing securely.

3. On-line Call Tracking

Establishing which on-line marketing campaigns are persuading website visitors to call you, can help you focus investment and calculate ROI. On a web site that has WebRTC functionality enabled all of the visitor’s actions are logged by the browser, even the resulting telephone call. Web site visits can now analysed with contextual data to give a much better view of which areas of the site are delivering the goals required. Only now by bringing browser-based voice, chat and video into the same package as traditional visitor tracking data can a real time, comprehensive picture of web site interactions be made.

4. Web Site Retail

On a complex, sales-focussed web site adding WebRTC services can improve sales by enabling a sales assistance to join a visitor on the web site, as if they are in a shop together. Voice, video and screen sharing can all be used to assist the visitor find what they are looking for and make a decision. Unlike high street shops a small team of well-trained sales staff can handle multiple enquiries without wasted resource. In advance the agent receives contextual information about the web site visitor so that they are ready to assist without the visitor having to give a full explanation. This contextual information can be used to influence the routing of the call to a relevantly skilled agent without necessary explanation and transfers.

5. Virtual Reality Communication

Many companies are creating Virtual Reality (VR) content to promote their products in a quickly expanding market such as Jaguar, Volvo, Coca Cola, Top Shop, Jean-Paul Gaultier and Macdonalds. WebRTC functionality can be embedded into these applications to allow people to press a button within the VR application to call an assistant, who can then take part in the VR session with them guiding them where necessary. WebVR is a new programming language adopted by the major browsers which brings VR to the web browser enabling making it much more accessible, ideal for online games and advertising. WebRTC and WebVR will make a good partnership.

WebRTC is the technology that can add contact centre services to the VR world which would be impossible using traditional technology.

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