Applications Get New Web-Calling Boost from APIs

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April 18, 2017

By Steve Anderson
Contributing Writer

If you've ever been on a site, or used an app, that allowed for calling directly from the site, you've seen first-hand how Web-calling options can deliver value for businesses. Adding these systems to current operations isn't always easy, but developers can now call on application programming interfaces (APIs) to get the job done in increasing numbers.

The phone number is increasingly being used not just as a connectivity measure, but as a toehold to get more information about a caller. Things like location, time of day called, and other matters are being connected directly to a phone number. New information means new opportunities for business, and applications are increasingly under the gun to offer more tools that take advantage of the phone number's power.

Enter the API vendor, who offers an easier way to integrate these tools into current operations or even set these up as standalone options. New cloud-based APIs are offering the means to make Web-based calling, and some of these APIs are calling on the power of Web-based real time communications (WebRTC) to make calling browser-based in some cases for added convenience and value.

One of the biggest entrants in this market is GENBAND, whose Kandy (News - Alert) system allows for easy-access additions of calling tools into both websites and mobile operations alike. Throw in the value offered by a visual attendant, and the end result is a slate of new options and use cases, which means greater overall value in turn. Indeed, some APIs—as noted by Kandy UC solutions marketing director Carlos Aragon—can be as easy to install as embedding a YouTube (News - Alert) video into a blog post, which in many cases, is not that hard at all.

GENBAND isn't alone here, of course, as companies like Twilio (News - Alert) also enter the market and offer value to developers who want to add an easy way to make connections happen. That's good news for the market, which has plenty of alternatives to choose from and helps ensure that the best alternative can be brought in. Meanwhile, as customers want other alternatives to make contact with a business—particularly on social media or by Web-based chat—being able to add calling functions to a website or to, potentially, a Facebook (News - Alert) page could be a winning application.

With more companies providing the tools and more customers demanding the use of said tools, there's more reason than ever for developers to put Web-based calling systems to work. We'll likely see a lot more of this in the field as we go along, and it's all thanks to increasing API use and WebRTC backing it up. 

If you’d like to learn more about APIs, be sure to check out TMC (News - Alert) and Crossfire Media’s newest conference and expo, Communications 20/20, happening July 18-20 at Caesars Palace in Las Vegas. The event will focus on the next wave of technology and innovations that will transcend the importance of person to person contact, disrupting the future of the entire communications industry. Find out more HERE.

Edited by Alicia Young

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