Shopper tradition has embraced video communications with cameras in every little thing from gaming consoles to mobile units. The change towards a visual-heavy tradition has also prolonged on the workplace.
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The significance of video conferencing adoption has grown as companies move their video clip units out of the boardroom and into smaller far more available areas. Vendors are responding to this cultural change by furnishing a lot more adaptability in their products and solutions.
During this Q&A, David Maldow, founder of market research firm Let's Do Video, explains how changing attitudes toward online video have led to increased productivity for teams with remote members. He also explains how video clip distributors are moving away from proprietary systems as much more hardware suppliers enter the online video communications market.
Editor's note: This interview has been edited for length and clarity.
What changes are driving the significance of video clip conferencing in businesses?
David Maldow: One from the big things we've been talking about for a while is this idea of making movie really obtainable to everyone. For a while, we didn't know if the idea of taking movie outside of the boardroom and putting it into huddle rooms was just hype or a real possibility. Movie isn't really a new trend, but how it's being used now is vastly different.
Video has been available on cell and desktop for some time, but it wasn't really obtainable in meeting areas. For the most part, the two or three people joining a meeting remotely were using audio, not video clip. In some ways, that's because things like Zoom were really only for mobile phones or desktop. But now we're exploring the room-based versions of these applications, like Zoom Rooms and BlueJeans Rooms. Suppliers have realized it isn't as simple as taking desktop software and putting it in a room. Rooms need an entirely different product that still feels familiar to people used on the cellular or desktop version in the technology.
How have suppliers responded to changing attitudes about video clip for business?
Maldow: We're seeing fewer vendors offering techniques that work with proprietary hardware. Room software services are popular, but suppliers aren't as interested in creating the hardware that goes with these room devices.
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For example, Poly -- formerly Polycom -- used to make proprietary hardware. But, at Enterprise Connect this year, it received best in show for Polycom Studio, which is designed to work with whatever software you want to use. Vendors are realizing that they need to provide a level of flexibility in their offerings.
It also means that we're seeing sellers transition into the UC [unified communications] space from other markets. Logitech started as a computer company, but now it makes meeting room cameras and is dominating that space. Hardware vendors are finding a place in the market because, once a space has the software, companies look for a good speaker, microphone and camera.
Even companies like Dolby, who was previously thought of as consumer-focused, are realizing, even if they don't want to focus on an entire conferencing system, they do want to be in the space. They can do it by offering the hardware that they're good at.
What is driving innovation and adoption in the video conferencing market?
Maldow: It's a mix of innovation from vendors and demand from businesses. But it's really a change in the lifestyle overall that's driving much more online video conferencing adoption. Customer tradition is video-centric. When online video platforms, like YouTube, became commonplace, we started to see that shift. Now, it's gone further; instead of people making phone calls, they're FaceTiming. This video-centric attitude has also reached meeting rooms.
There seems to be a collective agreement that video clip conferencing is important because it encourages a much more productive workflow. If you're trying to get work done over a call, it's difficult to tell if the person on the line with you is still listening. Video helps everyone be extra productive and hold each other accountable.
When video was first introduced, we thought it was going to be mostly for customer-facing interactions, like closing sales. But the entire work culture has shifted from a focus on individual work to teamwork. Teamwork is extra than just having an easy way to share files or contextualized chats. We're becoming a lifestyle of people who prefer to work as a team. If you have a team, you need movie, especially as extra people work remotely. Movie can take a group of people located in different places and change them from individuals contributing to a project to a cohesive group.
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What problems does online video conferencing still face outside the boardroom?
Maldow: In the past, we've had organizations adopt expensive programs only to find out that they were being used maybe twice a year because they didn't fit into the everyday workflow from the business. Often, there is this compulsion to adopt technology first and assume that workflow will follow. But, extra often than not, that isn't the case. There is no one-size-fits-all answer to online video conferencing. It's important to really understand how your team works and choosing the right movie conferencing technology to support it.
If meetings make use on the whiteboard, it may be worth looking into digital whiteboard options or screen sharing. If you notice that people are uncomfortable adjusting the camera for meetings, you should be exploring offerings that feature smart framing or automatic camera adjustments. Five years ago, technology was the center of your universe; now, it's a lot more focused on giving teams the flexibility that lets them be additional productive.