The Evolution and Future of Business Video

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The days of using video in the enterprise solely for employee training are gone. Video is now a fully integrated business tool that has become a requirement for any organization with a desire for …

The days of using video in the enterprise solely for employee training are gone. Video is now a fully integrated business tool that has become a requirement for any organization with a desire for effective and efficient internal and external communication. Understanding how to seamlessly integrate a media platform to manage your content delivery and distribution is essential, as are video applications with the ability to address the specific needs of each department.

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  • 1. The Evolution and Future of Business Video
  • 2. The Enterprise Streaming andWebcasting Market Definitions, Market Trends, and FuturesMediaPlatform Webinar Series11 August 2011© 2011 Wainhouse Research, LLC. 2
  • 3. It’s All About “Connectedness”© 2011 Wainhouse Research, LLC. 3
  • 4. Enterprises Need an Arsenal of Tools • There are many communication tools • Each tool has its sweet spot • Common mistake - using the wrong tool for the job – If all you have is a hammer, everything looks like a nail. • Common result – a poor experience – It may not fail, but it won’t be ideal – Worst of all, you may never know!© 2011 Wainhouse Research, LLC. 4
  • 5. Understanding the Options … • A webcast is a live or on-demand presentation or broadcast that may include audio, video, and content. • A desktop conference is an online meeting that may include audio, video, and content. • A group video conference is an online meeting of participants in enterprise meeting rooms that includes audio, video, and possibly PC content. • But the lines are blurring as the vendors fight for revenue© 2011 Wainhouse Research, LLC. 5
  • 6. When To Use … • For presentations / broadcasts Webcasting • To reach large audiences cost-effectively • When you need to generate an audience • For live meetings / conferences Desktop • To reach small to medium sized groups Conferencing • When interaction / “connectedness” matters • For live meetings / conferences Group • To reach groups of people in meeting rooms Videoconferencing • When user experience / bonding is the key Don’t forget that hybrid meetings work very well • Group VC + webcasting provides interaction AND reach© 2011 Wainhouse Research, LLC. 6
  • 7. Enterprise Streaming Solutions Market Content Capture System Management Systems Streaming Publishing Systems / Portals Enterprise Products Content Delivery Engines Streaming Live Event Webcasting Application Solutions Product Installation / Config / Customization(CPE and Hosted) Related Hardware / Software Maintenance Services End-User / Admin Training SaaS Offerings (Dedicated, Shared)© 2011 Wainhouse Research, LLC. 7
  • 8. Streaming / Webcasting Market© 2011 Wainhouse Research, LLC. 8
  • 9. Event Webcasting Services Market Live Events Signal Acquisition Platform Services Content Delivery Event On-Demand Playback Webcasting Event Management Services Professional Content Creation Services Platform Customization Other Services (transcoding, editing, etc.)© 2011 Wainhouse Research, LLC. 9
  • 10. Market Trends • Video is now commonplace (YouTube, Google, Skype, etc) • End-users no longer ask “what is webcasting” … – Today’s it’s “how can it help me make $ / compete / communicate” • Have it your way (via customization) is now the norm – And it’s not just branding … it’s features / functionality / workflow • Video is coming to you (PC, set-top, tablet, phone, etc.) – The “what format is it” question is giving way to “which devices” • Webcasting is no longer an island / silo – Integration w/directory systems, scheduling systems, learning management systems, sales systems, social media, etc.© 2011 Wainhouse Research, LLC. 10
  • 11. Market Trends • Companies of all sizes are using webcasting – It’s not just for large enterprises • More form factors / business models than ever before – Fully managed, self serve – Product-based (CPE), hosted, SaaS / VaaS / Cloud, etc. • Content delivery is becoming strategic vs. reactive – Multi-cast, caching, peer to peer (P2P), CDNs, etc. • Reporting is morphing into advanced analytics – ROI calculations, lead generation and measurement, etc. • More enterprises are depending on webcasting to help them communicate and compete© 2011 Wainhouse Research, LLC. 11
  • 12. Market Futures • Massive volumes of content – Both higher quality AND lower quality • User generated content (UGC) will become a reality – More volume, more immediacy, less polish • Penetration of video into daily workflow and process – Integration with team workspaces, groupware, etc. • Increased focus on metadata, indexing, search-ability, etc. – Making content “finable” is a key part of making it valuable • Increased inclusion of social networking features – Content ratings, comments, etc. (to show us content worth our time) • Understanding that on-demand is often BETTER than live – This is an indicator that video has really arrived© 2011 Wainhouse Research, LLC. 12
  • 13. Summary and Final Thoughts • This is a GREAT time for the streaming / webcasting space – We’re past the early technology hiccups – We’re past the time of start-ups and questionable performance – We’re past the “nobody understand the benefits” phase • For users, this is the “have it your way” period – Your content, your deployment method, your business model, your media types and formats, your delivery methods, your playback devices, etc. • For vendors, this is the time of awakening – New customers, markets, applications, capabilities, etc. – Strong demand resulting in strong market growth – year after year© 2011 Wainhouse Research, LLC. 13
  • 14. Thank 14
  • 15. Adobe Enterprise TV The Future of Enterprise Video Video Enabling the Social Enterprise© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 16. Executive objectives that drove the early stages of Enterprise Video  CEO says: Reach all employees  CTO says: Minimal impact to network and desktop  CMO says: Integrate video across all applications, metrics  SVP of Sales says: Must be immediate and targeted  CFO asks: Does it drive revenue or reduce costs?  Result: network upgrades, content creation investment, portal integration  Next phase: The Digital Enterprise© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 17. The Digital Enterprise Create Manage Mobilize Measure Content Experiences Distribution Data  Create and publish  Deliver across  Reach your  Gain real-time engaging digital any application targeted insights across experiences  Highly targeted audiences across employee,  Any Ingest point all digital partner or  Reduce discovery channels customer  Live or on demand  Build once and interaction with limited to no channels IT involvement deploy to any digital channel© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 18. The Future Decentralized content creation Speed to capture, publish and target Mobile and more mobile More engaging, consistent presentation of content Innovation and agility to respond to ever changing business use cases Enterprise class applications to enable business, not just technology scale© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 19. Key considerations for an enterprise video service Easy to Use, Quick to Innovate: Minimize training and increase uptake across platforms and devices. Speed to publish, target and consume. Business and Technical Scale: Content management must easily scale across servers, applications & storage. Utilize best case network resources to deliver video using standard web protocols. Secure: Protect from unauthorized viewers. Track and control rich media access to ensure sensitive content does not get compromised. Mobile Ready: Support mobile phones and tablet platforms Create customer experience once – deliver seamless browser experience optimized for desktop, tablets and mobile devices. The Recognized Leader in Video now delivers Enterprise TV.© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 20. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 21. Looking Ahead: Solving the Hidden Challenges of Enterprise Video Greg Pulier Founder and Presidentssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssss
  • 22. Challenge #1 - Aligning People around Video• Video brings diverse stakeholders together:  Network ops  IT managers  Business managers  Media producers• Friction is common.• Build consensus around shared goals.• Multicast Fusion helps bring people together.• Lower deployment costs and reduced network load.
  • 23. Challenge #2 – Platforms and Devices• Video and webcasting is rapidly becoming a multi-screen phenomenon.• Your audience expects to watch content on many different platforms and devices:  Mac  Linux  Windows  Android  iOS• Adobe Flash presents a workable solution to solving platform and device challenges.
  • 24. Challenge #3 – Video and the Network• Implementing webcasting on a real global enterprise network is like hiking off trail:• The map may not match the terrain.• And, danger lurks around every corner.• Solutions:  Diligent network mapping  Understanding where the firewall is going to be an issue  Test, test, test 24
  • 25. Challenge #4 – User Generated Content• Catch 22• You may have trouble getting people to create if you want it. If you don’t want it, you’ll probably be swimming in it.• Solutions:  Encourage content creation using social networking.  Provide a secure sharing.  Make sure user generated content creation conforms to corporate security and acceptable use policies.