Video Conferencing for Business Success The SMB Guide to Video Conferencing Hyoun Park Research Analyst 3/29/12
Defining the SMBAberdeen looked at 62 companies using videoconferencing that were under $250 million inannual revenue and under 1,000 employees.These companies were then split into a top half,labeled Leaders and a bottom half, labeledFollowers, based on their performance.
The Performance of SMB VideoconferencingTo define value, Aberdeen focused on two keymetrics: Travel Reduction and ROI. Leaders sawsignificant travel reductions and paid back theirinvestment. Followers had done neither. SMB SMB Leaders Followers Change in Travel -16% NONE Return on Investment 111% 21% from Video Investment
Questions and Assumptions for Today’sPresentation Video Conferencing has traditionally been used to provide executive communications and corporate communications in large enterprises.
Desktop and Mobile Video Drive BusinessLeaders were more likely to adopt both the PC andmobile devices as videoconferencing endpoints. SMB SMB Leaders FollowersPC-based video conferencing withincorporate campus 88% 41%PC-based video conferencing outsidethe corporate campus 74% 38%Mobile smartphones for videoconferencing 38% 24%Tablets 22% 14%
And the Future Will Be Increasingly MobileOver the next 12 months, Leaders plan toimplement both tablets and smartphones as videoendpoints much faster than Followers. SMB SMB Leaders FollowersTablets 39% 18%Mobile smartphones for videoconferencing 29% 16%
Getting Business Value from Video Step 1 Step 2 Step 3
So, How Did They Do It? What did Leaders do that Followers failed to do? How did Leaders reduce travel and achieve ROI? Was it the approach, the processes, the people, or the technologies?
Why SMBs Adopted VideoUnsurprisingly, the top two pressures to adoptvideoconferencing were:Need to reduce travel costs (64%)Employees lose too much time for corporatetravel (54%)However, the third pressure was a keydifferentiator between Leaders and Followers. 1
Focus on RevenueLeaders were two-and-a-half times as likely asFollowers to believe that it was an imperative tomake revenue-producing activities more engaging.This meant using video at the point of sale or as ademonstration tool during a complex sales cycle.By aligning video to sales, video conferencingbecame exponentially more valuable. 1
Technology vs. Culture: Which Reigns Supreme?In comparing these strategies, Leaders were morelikely to focus on supporting multiple form factors! 1
Biggest Challenges for Video AdoptionFor Leaders, corporate culture was still a big issue.For Followers, the challenge was that the companyhad not fundamentally bought into the valueproposition. SMB Leaders SMB FollowersCorporate culture is not conducive toa video experience 47% 31%Perception of poor video and/or audioquality from solutions 43% 42%No budget for video collaborationequipment 30% 58% 1
Videoconferencing Policies and ValueSMB organizations de-emphasize formalizedpolicies to a greater extent than their largercounterparts.Even so, Leaders were more focused onbandwidth prioritization and a formal technologyroadmap than SMB Followers. 1
What DIDN’T Work?By the same token, Leaders were a third less likely tohave a proactive reduction of corporate travelbudget after purchasing videoconferencing. Leaderslet travel reduction occur in an organic and business-driven way.Leaders were also less likely to have a standarddeployment for desktop and PC video collaboration. Inthe SMB, each employee is a special snowflake whenit comes to using video. 1
People PowerAlthough executive champions and initial trainingcourses on video usage were important, Leaderswere more likely to be concerned about theongoing support structure as well. 1
What Leaders Were NOT TrackingAmazingly, Leaders were significantly LESS likely totrack QoS and to have a specific trouble-ticketingsystem for video problems.Although these are quite important at the enterpriselevel, SMBs lack the time and resources to commit tothis level of granular monitoring. Instead, their focuswas on finding technologies that worked consistentlywithin their IT environment. 1
SMBs take the Ron Popeil Approach to VideoSMBs focus onfinding and installingtechnologies thatworked consistentlywithin their ITenvironment. Leaders were also over four times more likely to have formal SLAs for video services! 1
Quality and Standards Matter as WellBecause video is likely to be used in high-leveragesituations in Leader environments, a majority ofLeaders had high definition and standards-basedvideo conferencing.This made video more realistic from the end-user’sperspective and provided more B2Bcommunications opportunities for contactingpartners, suppliers, and sales opportunities. 1
Data Sharing, Ease of Use, and B2B: ThreeKey Traits for Videoconferencing Value SMB SMB Leaders FollowersDesktop sharing within videocollaboration 74% 54%Ability to switch screens from video todata 68% 48%Video dialing based on IP address ordevice 68% 30%Business-to-business (B2B) videocollaboration capabilities 48% 30%Video conferencing through soft client 46% 16% 2
Recommendations for SMB Video Users Focus on the business tasks where video can accelerate revenue. Let business lead the way in terms of technology and policy. Mobility and the proliferation of form factors are a given. Travel reduction should follow business use cases Training and ongoing support are important So are managed services and SLAs Treat Video as the new phone for best results 2
IVCi & Polycom∗ IVCi – Platinum Certified Polycom Partner ∗ Video Conferencing ∗ Cloud Video Services ∗ Audio/Visual Integration∗ Polycom ∗ Leader in unified collaboration ∗ Room, Desktop, Mobile, Social
Thank You for Your Time! Hyoun Park Research Analyst,Collaboration and Integrated Communications Phone: 617.854.5385 Fax: 617.723.7897 Hyoun.Park@Aberdeen.com