11/9/2020

Evolution of Business Video Communications

Ben Pinkerton's profile picture
Ben Pinkerton VP of Product Marketing

I have worked in the video communications industry for nearly 20 years. It has been interesting to see how things have evolved throughout the years. We’ve seen changes in technology such as the move from ISDN to IP, from room systems to desktop and mobile, and the move from on-premises dedicated systems to cloud-based services.

Those of us in the industry have always watched as each new innovation seemed poised to be the final thing that pushed video communications from a novelty to mainstream. I remember how “next year” was always going to be the big year with explosive growth. That never materialized completely. Sure, there were things that nudged the industry forward. Network speed increased to the point where video quality was HD quality. People started using video communications for personal use to speak with friends and family members. Video chat became common on mobile devices letting nearly anyone communicate from anywhere. But in the business video communications industry the explosive growth never really happened. Instead, what we’ve seen is a steady progression and expansion of the use of video to get work done.

The growth has been driven by many factors, but I think the leading factor has been progressive thinking business leaders. These leaders have seen how video communications can be used to digitally transform their organizations and increase efficiencies and the speed of business. They were quick to determine the return on investment within their organization could improve service, reduce costs, speed business, and generally make their business get more done with less.

Even today in the midst of the COVID-19 crises, we see how our customers are responding to this crisis. Those that were early adopters have managed to continue to operate with minimal impact to organizational throughput. They are figuring out ways to use video to keep their workers safe while still delivering the service that their customers need. We also see those who are now looking to us to help them through this difficult time. They want to use video to maintain some form of continuity within their business.

While this time is difficult, I do have optimism for the future. I’m also extremely curious to see how events develop as we move from crisis to recovery. I suspect many organizations will emerge from this crisis in search for ways to streamline their business to increase efficiency. Many will remember how video helped them get through the crisis and realize its benefits in everyday business. Video will no longer be the novelty but instead become another important tool that delivers real results within the organization. Who knows, maybe this year will be the year?

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