Zoom Video Communications Inc. on Monday made a number of announcements focused on software developers that should help to expand its video calling software ecosystem into more apps.

The updates include an easier way for developers to access its software development kit to embed Zoom’s video services inside their applications. The new Buy Now option for the Zoom Video SDK helps developers to quickly create a developer account and begin integrating Zoom’s capabilities into their apps.

“Our Video SDK enables developers to leverage Zoom’s industry-leading HD video, audio, and interactive features to build video-based applications and desktop experiences with native user interfaces,” Zoom Product Marketing Manager Natalie Mullin wrote in a blog post.

Zoom said it wants to see more applications embed its video calling services, which could help to enhance user experiences in some gaming, social or retail apps especially. For instance, a shop owner might be able to take calls with customers browsing through its app and show various different outfits they have in stock in a live video feed, while discussing the customer’s tastes and requirements at the same time.

ZK Research Principal Analyst Zeus Kerravala said that video usage is at an all-time high these days and that the next wave of video experiences will be driven by embedding video directly into business and consumer apps to improve workflows and enhance social interactions. “Zoom’s Video SDKs are easy to work with, and enable nimble development of fully customizable video-based applications,” he said.

In addition to the SDK update, Zoom is launching a new portal at Developer.zoom.us, which provides resources to help programmers familiarize themselves with the developer services Zoom offers.

Finally, Zoom is updating its Zoom App Marketplace, providing developers with access to more detailed analytics so they can track the performance of their apps. For example, they’ll be able to view user and account level subscription counts, active user and active account metrics, API usage volumes and more, Mullin said.

Holger Mueller, an analyst with Constellation Research Inc., told SiliconANGLE that these are key updates for Zoom becausae the company knows that in the long run it will have a tough job to beat Microsoft Corp.’s Teams.

“The only way is for Zoom to pull a few smart moves, and enabling developers to embed Zoom in their apps, effectively competing with Twilio, is such a move,” Mueller said. “Next-generation applications need video, chat and other capabilities and developers can’t easily create these by themselves due to both skill and capacity reasons. So this platform multiplier is a very smart move.”

Zoom has expanding its solutions portfolio in recent months as part of an effort to create new revenue streams. In October it debuted OnZoom, a platform for hosting online events that is currently available at no charge to paying Zoom users, but that executives hinted may be monetized in the future through a fee applied to ticket sales. Earlier that year, Zoom introduced a hardware-as-a-service bundle aimed at enterprises.

Zoom is also reportedly looking to develop email and calendar services in an effort to establish itself in the broader productivity market.

Image: Zoom