Best practices for WebRTC POC/Demo development
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Read MoreTwilio Programmable Video is back. Twilio decided not to sunset this service. Here's where their new focus lies and what it means to you and to the industry.
A year ago, Twilio announced sunsetting its Programmable Video service. Now, it is back from the dead, like a phoenix rising up from the ashes. Or is that going to be more like a dead walking zombie?
Here’s what I think happened and what it means - to CPaaS, Twilio and other vendors.
👉 Twilio being central about CPaaS means they have a dedicated page of their own on my site - you can check it up here: Twilio
Let’s first look at two important aspects of the decision of Twilio to sunset their Twilio Programmable Video service. I did a couple of video recordings converting some of the visuals from my Video API report and placed them on YouTube (you should subscribe to my channel if you haven’t already).
The first one? A look at Twilio’s video services.
The second one? A look at how the market is going to figure this one out:
All in all, not good for the market.
To be frank, this started before the EOL announcement. If you look at the commits done to the Twilio Video SDK you see this picture:
Half a year prior to the announcement, the SDK got no commits whatsoever. And then? The official EOL came.
This last year has been tough on Twilio’s customers who use Programmable Video.
They had to migrate away from Twilio, with the need to do it by the end of 2024.
The time wasn’t long enough for many of the customers, and they likely complained to Twilio. The EOL (End Of Life) date moved to 2026, giving two more years for these customers.
The development work needed to switch and migrate away from Twilio might not have been huge, but it was not scheduled and came in as a critical requirement. In some cases, the customers didn’t have the engineering team in place for it, because external outsourcing vendors and freelancers originally developed the integration. In other cases, the migration required also dealing with mobile native applications, which is always more expensive and time consuming.
In one case, I had a vendor complain that they can’t replace the code in the appliances it deployed in a timespan of a year even if he wanted to - he works in a regulated industry and environment with native mobile applications.
Twilio set up their customers to a royal mess and a real headache here.
Then came the zag. Twilio decided to revert its decision and keep Twilio Programmable Video going. Here’s the statement/announcement from Twilio’s blog.
Here’s how they start it off:
“Today, we're excited to announce that Twilio Video will remain as a product that we are committed to investing in and growing to best meet the needs of our customers. [...]
Twilio Video will not be discontinued, and instead, we are investing in its development moving forward to continue to enhance customer engagement by enabling businesses to embed Video calling into their unique customer experiences.”
In their “why the change” section of the post, Twilio is trying to build a case for video (again). In it, they are making an effort to explain that they aren’t going to sunset video in the future, which is an important signal to potential new customers as well as existing ones. Their explanation revolves around the customer engagement use cases - this is important.
The “what to expect moving forward” section is the interesting part. It is built out of 4 bullets. Here’s what I think about them:
Alli in all, Twilio is planning on focusing predominantly on 1:1 customer engagement use cases and connecting them to Segment. At least that’s my reading of things.
What about Twilio Programmable Video customers?
They had a year to plan and move away from the service to something else. Many of them either finished their migration or close to that point.
Should they now revert back to using Twilio? Stick with the competition?
Those who are in the middle of migration - should they stick to Twilio or keep investing resources in migrating away from Twilio?
These customers spent time and money on moving away. Should they view that as sunk costs or as an opportunity?
From discussions with a few Twilio customers, it seems that the answers are varied. In some cases, what they’ve done is built an abstraction running on top of two vendors - Twilio and the new vendor they’re migrating to. This way, they can keep Twilio as a backup as long as Twilio runs the service.
Now? They have the option to pick and choose which of the two alternatives to use.
This works well for services that do 1:1 meetings. Less so for group meetings.
In a way, Twilio reverting back adds another layer of headache and decisions that customers now need to go through (again).
This leads us to the challenges Twilio is about to face.
The 3 leading ones are:
All 3 are solvable, but will take time, attention and commitment on behalf of Twilio.
The big winner this past year? Zoom.
Zoom had an SDK and a Programmable Video offering, but it was known and popularized for its UCaaS service. Twilio sunsetting Programmable Video while at the same time suggesting and sending customers to Zoom was a proof of quality from a third party in the space that Zoom enjoyed.
This cannot be taken back now. It rocketed the Zoom Video SDK to one of the alternatives that potential buyers now need to review and explain why they shouldn’t be trialing it.
All in all, a good thing for Zoom.
This change of heart by Twilio? Not going to affect Zoom.
If you are already using Twilio and were migrating away -
There’s also always my Video API report to help you out (contact me for a discount on it or if you want some more specific consultation)
Struggling with WebRTC POC or demo development? Follow these best practices to save time and increase the success of your project.
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