Video conferencing doesn't need to be limited to a video conferencing service. Some providers of video conferencing tools and systems make their video APIs available for enterprises to integrate video with other applications.
Vidyo Technical Marketing Manager Ben Pinkerton said there's an emerging UC trend of taking communication capabilities and putting them in the applications where employees are working.
"Anywhere [enterprises] want to go, we have the infrastructure to support them," he said.
Pinkerton said the healthcare industry was the first to approach video API integration, but other verticals like the financial industry are following suit.
Nemertes Research analyst Irwin Lazar said the typical use case for video API integration is with customer relationship management (CRM). For example, employees who are working in a Salesforce Web browser and want to call a customer or account manager can initiate a video call directly from Salesforce. He said there is also interest in leveraging APIs for customer-facing applications.
According to the Nemertes 2015-2016 Unified Communications and Collaboration Benchmark, 30% of enterprises are researching API integration, and 15% planned to implement API integration in 2015.