Real-time communications have substantially evolved in recent years. Consequently network operators are challenged by web companies providing Internet-wide WebRTC services that are developer and user friendly. So far WebRTC uses best-effort routing but it would benefit from better quality and specialized network services provided by network operators. Therefore this paper presents research approaches: "in-network" and "over-the-network", allowing different level of cooperation between actors. It also highlights two business models: neutral and monetized specialized network services. Later this paper identifies motivations along with technical and business challenges for network operators and WebRTC communication service providers to develop cooperative solutions. It discusses aspects of providing specialized services in access networks and at interconnection. Additionally a collaborative solution, based on TURN servers, is proposed. The advantage of this solution is that it proposes improvements to WebRTC services by using managed VoIP principles, but by assuring compatibility with current web technologies, i.e. it can be introduced incrementally.