WebRTC.
We use GoToMeeting (Citrix), and find we also regularly relay on the ability to call in from a regular phone, so this has become a requirement.
Customers calling in, anyone non-technical who's having issues getting the web client working (even the technical folks sometimes have trouble with it... they have a Java applet install/launch client software), or anyone with a flaky internet connection need this (that last one seems to happen quite frequently whenever anyone is traveling...).
If ANYONE ever figures out a way to make this technology really work, they will be swamped with demand.
Most of our meetings run without problem.