Companies such as Microsoft are shifting their revenue mix to services. In such a business model, opening the service to developers to integrate with is a power multiplier, not in R&D resources but in creativity and innovation. That is a paradigm shift from POBX vendors closing their system for their phones only to making it as open as possible.
There is no value in plain vanilla communication services. Once in a while we see a post on the WebRTC social groups calling us to check out a great new cool WebRTC video calling service. Many of these are just WebRTC talking heads. Big disappointment. Let’s be clear. If all you are launching is yet another WebRTC based calling service it is a waste of your time and squander of your investor’s money