Real-time communications are much more than only traditional voice services. They have become interactive, transversal and are expected to be integrated as a feature of other applications. More and more communications services are offered by web companies that have been taking advantage of Internet flat rate charges and mostly use best-effort capabilities. Simultaneously, many efforts are currently devoted to improve the quality of experience of clients using communication services. The paper analyses current implementations of managed VoIP and emerging WebRTC technology in order to assess the possibility of offering specialized media flow treatments to real-time web communications. It proposes two research approaches: "in-network" and "over-the-network" and several elements that could contribute to an overall solution allowing web communication services to benefit from specialized network services.