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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.

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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.”

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