The News: Zoom revealed its Developer Ecosystem Framework at the annual Zoom Perspectives analyst event, which allows customers to use their preferred applications, tools, and systems while incorporating Zoom functionality via seamless integrations. The vision for the ecosystem is to provide developers and service providers with the technology to build for customer use cases and preferences, while meeting their own business objectives, and help support Zoom’s path to growth as the central system of engagement for customers and developers.
You can see the documentation for Zoom’s development ecosystem on the Zoom developers site.
Zoom Announces Developer Ecosystem Framework
Analyst Take: Through the incorporation of additional communication and collaboration applications into its platform, such as Zoom Phone, Zoom Huddles, and Zoom Contact Center, the San Jose-based provider of collaboration and meeting services is taking a land-and-expand approach to driving new customer wins. However, the company realizes that many SMB, mid-market, and enterprise customers are already entrenched with other applications, and as such, Zoom realized it needed to create additional revenue via open-source integrations.
Of course, Zoom would prefer to convert these customers to the Zoom platform, but that is an unrealistic expectation, particularly in its newer segments, such as calling and contact center. That’s why this open ecosystem framework makes a lot of sense for the company, which makes it easier for customers to get the functionality of Zoom’s offerings, or incorporate data held within Zoom, even if they are using other third-party applications.
Key Capabilities of the Zoom Developer Ecosystem Framework
Currently, Zoom has more than 2,500 integrations with other applications, according to Mike Williams, Senior Technical Sales Architect with Zoom. This strategy allows organizations to select and use best-of-breed applications, as well as second-party, in-house developed applications.
According to Zoom, there are four key pillars of the framework:
- Connect: Organizations can leverage their existing API investment, which allows organizations to access a third-party application natively within Zoom
- Surface: Organizations can surface insights from third-party applications, with context, from across Zoom
- Access: Leverage the open API offerings across Zoom to enhance a third-party application
- Embed: Offer the Zoom client capabilities directly within another application
There are several benefits to developers, according to Zoom, including the flexibility of being able to connect and use third-party applications while leveraging the functionality of Zoom. With a wide variety of pre-built integrations, it also allows for a rapid speed of deployment for developers and end users.
Further, Zoom also provides a “Build” option, which allows developers to utilize the core components of the Zoom platform to create custom applications.
“When we look at the ecosystem and enabling it, it’s all about prioritizing customer choice and putting our users in the center to use the tools and solutions they want access,” Brendan Ittelson, Chief Ecosystem Officer, Zoom, said, noting that primary goal is to allow seamless workflows for end users, whether Zoom is at the center of those workflows or not.
Benefits of the Developer Ecosystem to Zoom
Zoom is at a bit of a crossroads, as it is trying to position itself as a true collaboration platform that encompasses a wide range of applications for internal and external communications. Although its new offerings are feature-rich, and they are growing an interesting roster of new logos, it is hard to imagine Zoom will be able to displace entrenched stalwarts across all verticals or segments.
That is why building out a flexible development ecosystem will be key to the company’s success, from two perspectives. One, they will be seen as a true partner that allows customers to use the tools and applications that they are more comfortable with, instead of forcing them to incorporate apps or tools that are not desired.
Second, by allowing organizations to pull through core Zoom features, it will help demonstrate to customers how these features perform in a real-world environment, across a range of use cases. It allows their customers to reap the benefits of Zoom functions within their current applications today, while also setting the table for future platform sales, particularly if an organization has a shift in strategy, leadership, or technology preferences.
Disclosure: The Futurum Group is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of The Futurum Group as a whole.
Other Insights from The Futurum Group:
Zoom Adds Generative AI-Powered Zoom IQ Features. Will They Resonate?
Zoom Revenue for Q1 Hits $1.1B, up 3% YoY, Beating Estimates
Zoom Huddles: A Modern Communication Experience for the Hybrid Workplace
Author Information
Keith Kirkpatrick is VP & Research Director, Enterprise Software & Digital Workflows for The Futurum Group. Keith has over 25 years of experience in research, marketing, and consulting-based fields.
He has authored in-depth reports and market forecast studies covering artificial intelligence, biometrics, data analytics, robotics, high performance computing, and quantum computing, with a specific focus on the use of these technologies within large enterprise organizations and SMBs. He has also established strong working relationships with the international technology vendor community and is a frequent speaker at industry conferences and events.
In his career as a financial and technology journalist he has written for national and trade publications, including BusinessWeek, CNBC.com, Investment Dealers’ Digest, The Red Herring, The Communications of the ACM, and Mobile Computing & Communications, among others.
He is a member of the Association of Independent Information Professionals (AIIP).
Keith holds dual Bachelor of Arts degrees in Magazine Journalism and Sociology from Syracuse University.
