The Evolution and Future of      Business Video
The Enterprise Streaming andWebcasting Market Definitions, Market Trends, and FuturesMediaPlatform Webinar Series11 August...
It’s All About “Connectedness”© 2011 Wainhouse Research, LLC.    3
Enterprises Need an Arsenal of Tools • There are many communication tools • Each tool has its sweet spot • Common mistake ...
Understanding the Options … • A webcast is a live or on-demand presentation or   broadcast that may include audio, video, ...
When To Use …                                  • For presentations / broadcasts Webcasting                       • To reac...
Enterprise Streaming Solutions Market                                                   Content Capture System            ...
Streaming / Webcasting Market© 2011 Wainhouse Research, LLC.   8
Event Webcasting Services Market                                                                Live Events               ...
Market Trends • Video is now commonplace (YouTube, Google, Skype, etc) • End-users no longer ask “what is webcasting” …   ...
Market Trends • Companies of all sizes are using webcasting       – It’s not just for large enterprises • More form factor...
Market Futures • Massive volumes of content       – Both higher quality AND lower quality • User generated content (UGC) w...
Summary and Final Thoughts • This is a GREAT time for the streaming / webcasting space       – We’re past the early techno...
Thank Youiweinstein@wainhouse.com                           14
Adobe Enterprise TV        The Future of Enterprise Video                                    Video Enabling the Social Ent...
Executive objectives that drove the early stages of Enterprise Video          CEO says: Reach all employees          CTO...
The Digital Enterprise         Create                                              Manage                Mobilize         ...
The Future  Decentralized content creation  Speed to capture, publish and target  Mobile and more mobile  More engagin...
Key considerations for an enterprise video service                                                 Easy to Use, Quick to I...
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Looking Ahead: Solving the Hidden        Challenges of Enterprise Video                   Greg Pulier               Founde...
Challenge #1 - Aligning People around Video•   Video brings diverse stakeholders together:         Network ops         I...
Challenge #2 – Platforms and Devices•   Video and webcasting is rapidly becoming a    multi-screen phenomenon.•   Your aud...
Challenge #3 – Video and the Network•   Implementing webcasting on a real global    enterprise network is like hiking off ...
Challenge #4 – User Generated Content•   Catch 22•   You may have trouble getting people to    create if you want it. If y...
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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 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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The Evolution and Future of Business Video

  1. 1. The Evolution and Future of Business Video
  2. 2. The Enterprise Streaming andWebcasting Market Definitions, Market Trends, and FuturesMediaPlatform Webinar Series11 August 2011© 2011 Wainhouse Research, LLC. 2
  3. 3. It’s All About “Connectedness”© 2011 Wainhouse Research, LLC. 3
  4. 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. 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. 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. 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. 8. Streaming / Webcasting Market© 2011 Wainhouse Research, LLC. 8
  9. 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. 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. 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. 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. 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. 14. Thank Youiweinstein@wainhouse.com 14
  15. 15. Adobe Enterprise TV The Future of Enterprise Video Video Enabling the Social Enterprise© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  16. 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. 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. 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. 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. 20. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  21. 21. Looking Ahead: Solving the Hidden Challenges of Enterprise Video Greg Pulier Founder and Presidentssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssssss
  22. 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. 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. 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. 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.

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