Video conferencing has experienced exponential growth within the enterprise, but the need for one-way or recorded video is gaining traction as enterprises realize the value of streaming video services for specific business functions.
Enterprises are evaluating more visual forms of media for sharing information internally and externally, and they have begun investing in video content management systems and private streaming video channels to offer a new way of communicating data and information.
"Video is being used as a way to share content, not for just two-way video conferencing," noted Robert Arnold, program manager of unified communications and collaboration for Frost & Sullivan. "Video is the way users want to consume content, so it's a good way for enterprises to expand their audience."
Streaming video services: Sharing content effectively internally and externally
Many people are visual learners. Enterprises are increasingly using video to share information internally and externally by creating YouTube-like enterprise channels, said Irwin Lazar, vice president and service director for Nemertes Research.
"The strong interest in recording/streaming solutions is growing as companies increase access to video conferencing platforms," he said. "Once [a user] has a webcam, they often look for ways to use it to share information."
With increased mobility, users need access from their smartphones and tablets to these streaming video services.
"For the user on the road or sitting in the airport, it would be great to be able to access content or watch a broadcasted meeting," Arnold said.
Polycom recently announced mobility updates to its RealPresence Video Content Management offering, extending access to video content to Android and Apple devices. The feature enhancements will allow for secure access to live-streaming webcasts and video recordings through a Web portal from any device, noted Mike Newman, vice president and general manager of video content management for Polycom.
Many vendors -- including Kontiki, Adobe and Cisco -- tie video-content management capabilities into their video conferencing or multipoint video products, Lazar said. Enterprises are asking for the ability to record video conferences for later playback by those unable to attend, he added.
Vidyo, a video conferencing and telepresence vendor, offers a video content management product that allows for video conference recording and saving to an online library, said Eric Tooley, senior product marketing manager of Vidyo. The offering -- Vidyo Replay -- enables users to broadcast a conference or webcast, or save the video for viewing at a later date.
"It's like a private YouTube channel, which is an attractive feature for many industries," Tooley said.
Streaming video services work their way past consumer space
Enterprise video-streaming services are an example of IT organizations learning from consumerization trends. Viewing streaming and recorded video is no longer purely recreational, but a means to better productivity and a more compelling learning experience for both the internal user and those external to the enterprise.
The ability to manage video content and streaming video services is becoming desirable across industries. "One-way, or one-to-many video is useful as a training module that can be accessed over an extended period of time," Polycom's Newman noted. "These capabilities have driven adoption across the enterprise, government and education verticals for a multitude of use cases, including corporate communications, training and teaching, and marketing."
Internal employees can benefit from product or service training via video, and enterprises are also noticing the value in communicating their message externally.
"Enterprises are seeing success in offering rich media messages to their customers about their products," Arnold said. "It's especially useful for those on the go to watch and listen, rather than try to read text."
Both mobile and desktop devices are becoming smarter. With that sophistication, video has become more pervasive in all its forms, Arnold noted. "Vendors are now thinking about video as content, rather than just in addition to live two-way or multipoint interaction."
Let us know what you think about the story; email: Gina Narcisi, News Writer.