Video Communications Gets Personal

Video Communications Gets Personal

Cloud-based video communications is revolutionizing team collaboration and enterprise productivity by providing a seamless way for people to communicate anywhere and from any device they choose. Cloud-based video communications solutions are being integrated into everyday workflows to connect virtual workgroups in real-time both within the enterprise as well as with partners and customers outside of the organization.

The video communications market has been growing steadily over the past decade and I attribute its recent growth spurt to the personal nature of video calling from mobile devices and laptops. I know firsthand that video calls to colleagues – even if my colleagues are in the office down the hall – is more meaningful and in many cases can result in shorter and more productive conversations. As the saying goes, a picture is worth a thousand words. A video call communicates exponentially more information than a voice call. Visual conversations are natural and let workers operate as if they are next to one another, regardless of the distance.

Beyond verbal communications, video communications adds so much more depth and color to the conversation by including non-verbal signs. Non-verbal behaviorpredates verbal communication because individuals, since birth, rely on non-verbal means to express themselves. This innate character of non-verbal behavior is an important element in human communication. Even before a sentence is uttered, a person observes the body gestures and facial expressions of the speaker, trying to make sense of these symbolic messages.

Video communication has a bright future as systems become more ubiquitous, easy to use, and cost effective. A global video survey conducted by ZK Research in 2013 indicates that mobile video usage is the dominant form of adoption and usage. The survey asked: “How often are the following types of video used at least once a day within your organization?” Mobile video ranked No. 1 with 83%, followed by laptop/desktop video at 82%. Next were executive systems at 75%, followed by in-room systems and telepresence systems, both at 57%.” This data supports the fact that the more personal the solution, the higher the utilization rate.

There are number of industry-wide initiatives that are spurring innovation in video communications. The webRTC open source project for instance makes it easy for developers to create all sorts of innovative web and mobile apps for collaboration, information sharing, customer service and support, to name just a few. The webRTC Javascript API will also let developer embed video communications into a variety of apps.

Consumer adoption of video communications has been a long time coming, with AT&T first introducing the Picturephone in the 1970s. But the advent of personal devices, carrier and enterprise networks that support broadband communications and the creative talent of mobile app developers will bring about exponential growth in video communications in the near term.

About Dean Manzoori

VP, Cloud Communications, Masergy
Dean Manzoori is Vice President of Product Management for UCaaS at Masergy Communications. He brings over 25 years of IT experience in a variety of roles including operational management, strategic planning and business development. Dean holds a BSEE from California State University, Long Beach with Great Distinction and an MBA from Pepperdine University.

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