Inch by inch, video has made its way into the enterprise. From training to town hall meetings to internal communication, video truly has become prominent in the workplace. As we move into 2015, one thing has become abundantly clear: video will continue to provide immeasurable value to enterprises, both large and small.
In fact, according to Cisco’s 2013 Global Young Executives’ Video Attitudes Survey, three out of five young executives say they will rely more heavily on business-class video during the next five to 10 years. But what exactly are these future decision makers looking for when it comes to an enterprise video production and distribution solution? What will tempt that other 40% of executives to embrace video as part of their enterprise?
Customization & Enhancement
As more and more enterprises begin to integrate video communication, the need for customized video interactions will grow. In the Cisco survey mentioned above, 54% of respondents indicated an interest in customizing the video experience. For example, employees could edit and/or cut a video recording from a meeting and share it via enterprise social media tools. During video conferences, late attendees could watch/scan/listen to content from earlier in the meeting.
Young executives are also looking forward to video enhancements—or any unique features designed to make their life and their employee’s lives easier. Twenty-one percent of those surveyed by Cisco noted that they are keenly interested in features that will take the conversation to the next level. For example, closed captioning for telepresence, pop-up bubbles that highlight additional information, the ability to search through existing content for relevant material and so on.
Not only are future executives predicting an increase in the use of enterprise video, but market intelligence company Transparency Market Research is also expecting the global enterprise video market to grow from $11.21 billion in 2013 to $35.57 billion in 2018.
Though there is impending growth in the realm of enterprise video, future executives cite its lack of simplicity and pervasiveness as roadblocks to frequent use. Cisco reports that if video were as simple to use and as pervasive as other common communication tools, 84% of respondents would turn to video for at least one out of every four interactions (when not physically in the same location as their collaborating counterparts).
Fun Fact: 53% even indicated that they could be “power users” who would utilize video for 50-100% of their non-face-to-face interactions.
As advanced video solutions saturate the market, high video quality becomes a feature that no young executive would compromise. Though executives’ tolerance for low-quality video increases and decreases based on the importance of the business conversation, a majority indicated that for critical communications they would simply forego the use of video if the quality were not high.
As video technology continues to evolve, so too will future executives’ needs.
As a complement to the Cisco report, Rowan Trollope, senior vice president and general manager, Collaboration Technology Group, said, “Today’s leaders are often tech enthusiasts. Tomorrow’s leaders are increasingly tech dependent, and video is no exception to the rule. The next generation of leaders realizes that using video makes them more productive, helps companies reduce costs and even plays a role in attracting the best talent available. They understand why video can be better than being there.”
This year, up-and-coming executives will no doubt implement enterprise video solutions with enhanced security, sharing, search and storage features as a result of their dedication to offerings that are “better than being there.”