RingCentral ramps up AI-powered portfolio but needs unique draw to outshine rivals, says GlobalData: RingCentral expanded its artificial intelligence (AI) platform “RingSense” across its portfolio
RingCentral, Inc, a US-based provider of AI-powered global enterprise cloud communications, video meetings, collaboration, and contact center solutions, has recently expanded its artificial intelligence (AI) platform “RingSense” across its portfolio. However, there remains a need for a compelling draw that can entice customers away from competitors such as Cisco, Zoom, Microsoft and Google, according to
GlobalData, a leading data and analytics company. Gregg Willsky, Principal Analyst for Enterprise
Technology and Services at GlobalData, says: “The expansion of the RingSense platform marks the latest milestone in RingCentral’s rapid build out of its generative AI arsenal.” The parcel of new capabilities represents a multi-front launch with generative AI as the unifying thread. RingCentral has weaved AI into its entire portfolio – across phone, meetings, contact center, and events. Willsky observes: “Viewed collectively, the new features and functionality provide meaningful enhancement to the RingSense platform. What is missing, however, is a lure that will draw competitors’ customers.” More than anything else RingCentral has created upsell opportunities and the chance to generate greater revenue from its existing base. Willsky concludes: “RingCentral has jumped onto the AI bandwagon with both feet. However, it has not articulated what makes its AI more compelling than rivals. A succinct message needs to be crafted; one that leverages the benefit RingCentral has already hinted at in their positioning – increased employee productivity and enhanced value to their company – would be an excellent starting point.”