Masergy's People-Directory Vision Has Potential

Rich Tehrani : Communications and Technology Blog - Tehrani.com
Rich Tehrani
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Masergy's People-Directory Vision Has Potential

Dean Manzoori describes Masergy as a technology company which own and manages the world’s largest global private network providing cloud network, managed security and UC as a service. To ensure the highest level of quality, their UC platform is embedded in the fabric of their global network and the UC PoP is the same as the MPLS PoP.

See Dean interviewed by TMCnet at ITEXPO in Florida

In a recent live interview with me, Dean explained the company has 100% in-sequence packet delivery, no packet drops and under one millisecond of jitter. They can in fact provide forensic information on every call made and get a MOS score as well.

This allows a company to see packet loss, latency and jitter – if any is related to call quality. In addition, the company focuses on giving the same user experience abroad and this is achieved through a network of partner carriers worldwide.

What may be most interesting is the company’s new services – powered mostly by WebRTC. They are:

Visual Automated Attendant (VAA) - one of the first commercially available WebRTC solutions from a cloud communications vendor that enables real-time voice calls directly from any web page

Virtual Meeting Room (VMR) - a cost-effective video conferencing system using WebRTC where participants can meet via video any time, from anywhere, on any device – and do not require prior account registration or app downloads

Dean believes that WebRTC will have a significant impact on customer engagement, as companies want a way to transform an ordinary Web browser into a full-featured cloud communications portal.  With WebRTC, end users simply open browsers to launch calls with voice, text, images, videos, content-sharing and other media.

Dean says WebRTC is gaining traction because of its three biggest benefits: agility, cost savings and persistence:

  1. Agility- because WebRTC lets businesses add communications features quickly.
  2. Cost Savings - because WebRTC eliminates the need for on-premises equipment.
  3. Persistence - because WebRTC interactions are associated with particular individuals, meaning conversations can be both stored for future use and integrated with business applications and customer records.

Dial by name directory is in beta – I had a chance to use it. Quite interesting. It’s similar to calling in to a company but instead of pressing numbers equating to a person’s name, you use a keyboard. The way God intended smiley-laughing. Once you find someone, you can see their presence, start a call, share a screen, etc. In short, it’s the future of communications.

Masergy doesn’t charge extra for the inbound traffic generated through this service and a company can put in controls such as email authentication so they aren’t overwhelmed with spam callers.

The most important takeaway was when he said, “We want to open up communications to an indexed way of finding people.”

This is exactly what the company seems to have done here. It will be interesting to see how much traction the idea gains in the market. Is this the standard which replaces phone numbers? We’ll see.



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