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Organizations are demanding more features from video platforms. Video use cases are evolving, and IT decision-makers are now looking for platforms that meet all enterprise video needs.
Business communications are more visual than ever, said David Maldow, founder of market research firm Let's Do Video, based in Davie, Fla. Weekly video updates, training materials and video collaboration sessions are just a few of the ways video has become part of the daily workflow for organizations.
Video recording, content management, live video streaming and content analysis are the main features of video platform architecture, according to an Aragon Research report on enterprise video.
IT decision-makers should consider these four pillars when exploring options for complete enterprise video platforms.
1. Video recording
Recording is the first step to create video content. Video camera options are plentiful and range from built-in laptop cameras to stand-alone conferencing cameras.
In today's mobile world, every cellphone has a camera, and increasingly, organizations encourage employees to create their own video content, said Irwin Lazar, analyst at Nemertes Research, based in Mokena, Ill. As a result, complete enterprise video platforms need to be compatible with any recording device.
Once recorded, users need to edit the video. In most cases, editing is as simple as trimming the beginning and end of a video to create a more professional and branded feel, Maldow said. While most enterprise video platforms provide basic editing tools, some organizations may need to explore offerings with a broader suite of editing capabilities.
Users also need to be able to tag and publish finished videos. Because tags are keywords that improve the accuracy of search results, users can identify information about a video, including people, places and subject matter. For example, if a user is searching for training videos, only videos tagged as training should show up in search results.
Video platforms should also enable users to publish videos. In many cases, admins can restrict access to a select few users who vet content before publishing it to the appropriate channel.
2. Content management
The second pillar of a complete video system is managing recorded content. Video files are large, and organizations need a way to store these files without restricting bandwidth and slowing other essential parts of the business, such as sending and receiving email, Maldow said.
Once recorded, edited and tagged, platforms enable users to retrieve and display a stored video file. Content management services should be capable of delivering video to any device, regardless of the codecs needed to compress or decompress the file data, according to the Aragon report.
Content management should include a searchable video library. In a video library, users can search video tags and titles for specific keywords, enabling faster access to specific videos.
Features should also include APIs that enable users to integrate and embed video into business applications. Integrating and embedding video makes video information accessible without needing to open a separate application.
3. Live video streaming
The third pillar, live video streaming, is gaining popularity. Traditionally, live video was used sparingly for large events. Now, organizations are embracing the dynamic nature of live visual broadcasts, Lazar said.
Enterprise video platforms should be able to handle broadcasting to large numbers of users in multiple locations. In addition to streaming, a complete video platform should enable live broadcast recording. This enables multiple viewings of important live informational broadcasts.
The platform should be able to connect with whichever video conferencing system a company uses and federate the broadcast so it can be viewed in multiple conference rooms simultaneously.
4. Content analytics
The fourth and final pillar of a complete enterprise video platform is analytics. Analytics enable the platform to detect people, places, images and audio in a video.
Video analytics can lead to better tagging, which makes it easier to find relevant video information during a search. AI-driven analytics can provide better audio transcriptions and insight into how video content can drive business growth.
During a search, AI-enabled analytics can also recognize visual information to locate specific snippets that match a search query. Rather than sifting through an hour-long video, AI analytics can determine the relevant section of a video.