Recent events have forced social gatherings to become virtual prompting everyone to use video conferencing to stay connected. And, it has prompted more businesses (small and large) to embrace video conferencing as the standard for communicating at work. Additionally, cameras on smartphones are being used to capture events as they actually happen to provide evidence and insight that aids in driving change. Combining these two factors with rapidly evolving technology that can better utilize video results in an opportunity for innovation. As companies continue to develop and deploy their digital workplace plans, create new ways to stay connected with their customers, and define new business models, how they incorporate video into the workflows and customer journeys will be a key determinant of their success.

Let's look forward in time, to provide a little creative inspiration, and illustrate the potential ways video can be included with changing technology.

Autonomous delivery

One of the exciting new experiences on the horizon is the automated delivery of prescriptions and groceries. Currently, CVS and Kroger are working with Nuro, a robotics and artificial intelligence company, to provide deliveries using autonomous delivery vehicles. Imagine the eggs arrive broken. Now what? What if you could press a button and be instantly connected with a Kroger agent through video. Essentially, a video conference right on the screen. You present the eggs to the camera and watch the screen to ensure the appropriate views are captured. The video is recorded to keep track of the incident. With the evidence appropriately captured, the new eggs are added to the next Nuro planned to be in your area during a time frame that is convenient for you. Analytics are applied so that Nuro and Kroger can identify any patterns with eggs arriving broken and make adjustments to improve safe egg delivery.

This example is not an isolated case. Consider drone deliveries that are starting to be used for bringing parts to a service center or Amazon Prime Air and its mission to deliver packages to your doorstep. In this case, the drone crash lands and brings the wrong product. How will the issue be resolved? Imagine again, pressing a button on the drone or instantly connecting to an Amazon agent through the Alexa app on your smartphone. Using the video, you show the incapacitated drone and the incorrect part, make arrangements with the agent for drone emergency services and delivery of the correct product within the next hour.

These hypothetical examples are provided to illustrate how video can be incorporated into customer experiences to provide evidence, convenience, and even analytical insight to support new business models.

New service offerings

In the US, the DIY spirit is strong. Yet, there are numerous examples where paying a few extra dollars to have access to an expert, through video, would be extremely useful - Youtube videos are helpful, but not specific to your situation. For example, you’re wiring up new recessed lighting in the kitchen. A service where the customer can pay $50 for a 30-minute video session with an installation expert to walk through the plan, review that they have the right lights for the job, how to ensure the wiring is done correctly and confirm they will connect them to an appropriate circuit breaker at the box would save a lot of trips to the store, lower frustration levels and not to mention reduce the strain on marriages.

A modern approach to video service

If your company has previously tried incorporating video into a customer journey or workflow with limited success, it’s the right time to try again. What’s changed? Two key factors. The technology is now ready and the psychological resistance is being lowered.

The numerous attempts to use video to support customer engagements include rental car company kiosks to pick up the vehicle, banks, and virtual tellers. A large computer manufacturer deployed it in a retail environment to aid customers in trying to decide which PC was right for them. Network bandwidth to support the video and audio quality, filtering out background noise and even the physical ways of engaging (for example, I had to deploy a telephone handset for the audio as a way to talk with the video sales agent to overcome “shyness” and the background noise) were technological limitations that reduced the quality of the experience. These technical challenges have now been resolved.

The psychological resistance is also being lowered by the increasing use of video for personal engagements and now work.

Today, a video service can be instantly embedded into your application or website. Merely copy and paste the code and you’re up and running. You have control over the branding and how the experience is delivered in your app. Behind the scenes, the service is running on an enterprise-class, highly available, instantly scalable infrastructure that will be there when customers need it and automatically grows with the business as required.

We have a way for your developers to give it a try - right now.

Embed video in any website or app

Step 1: Embed the API:

<script src=''></script>

Then here’s how you initialize it in your javascript code:

const domain = '';

const options = {

roomName: 'PickAnAppropriateMeetingNameHere',

width: 700,

height: 700,

parentNode: document.querySelector('#meet')


const api = new JitsiMeetExternalAPI(domain, options);

And that’s it!

If you would like to test the ability to add a meeting name:

Step 2: Add a meeting name.


You can also put it behind a tenant name. For example:

Advanced setup through API calls

No API calls are necessary to implement the steps listed above. This step shows you how to easily add capabilities.

Step 3: Attach a link that provides dial-in info. Here’s how to construct this, statelessly, for the meeting above:

You can stop here, or go even one more step further.

One Tap Dial-in Number

Step 4: Add a one-click dial-in number.

This step involves two API calls that do not require authentication or authorization to get a one-click dial-in number that looks like this:


First, run this API call:

This call returns all the phone numbers that can be used to join this meeting. The first one will always be the one closest to the endpoint that made the call.

It’s run in the browser to find the number that matches the location of the user.

Retrieving the Pin Code

The second API call provides the pin code for the meeting:

With that, you get the pin.

It’s that easy.

This service provides a way for you to test how easy it is to add a video service to your app or website - for free. Branding, scalable support, and the full suite of capabilities are available by contacting the 8×8 team at vpaas@8×

Predict the future by inventing it

Whether it’s true or just folklore, the story of Steve Jobs telling Wendell Weeks, CEO of Corning Glass, “Don’t be afraid. You can do this.” seems to be the right sentiment for the current environment. Those companies that boldly step forward and build the future will lead the way for the new normal and achieve outsized success. The programmable video service is just one example of how 8x8 can enable you to build your experience.

Build the way forward with 8x8.