The video collaboration industry is buzzing about a new type of business "Fully Interactive Video Event". This white paper will explain why our current webcasts aren't fully interactive, why you should care, and the potential benefits of full interactivity for several large scale business video event use cases.

2. Table Of Contents
Executive Summary 2
Introduction 3
The Silos and Limitations of Business Video 4
Today's Expectation: Fully Interactive Internet Presentations 6
The Benefits of Interactive Video Events (The New Webcast) 7
Corporate Town Hall 7
Five Additional Corporate Fully Interactive Webcast Use Cases 8
Requirements For A True Interactive Video Event Offering 9
Solution Spotlight 9
Blue Jeans Primetime At A Glance 10
Conclusion 10
© 2015 Let's Do Video Page 1

3. Executive Summary
The video collaboration industry is buzzing about a new type of business video offering, the
“Fully Interactive Video Event”. This white paper will explain why our current webcasts aren't fully
interactive, why you should care, and the potential benefits of full interactivity for several large
scale business video event use cases.
 Traditional videoconferencing is fully interactive, but doesn't scale beyond meetings.
 Traditional webcasts can scale to event size, but lack video interactivity.
 The benefits of video interactivity are now well established by our growing business VC
use and adoption.
 Similar benefits from video interactivity could, and should, be realized in large scale
virtual events as well.
 A new breed of flexible, manageable, fully interactive, enterprise ready, business video
software/services will be required to meet the needs of this new market.
© 2015 Let's Do Video Page 2

4. Introduction
Communications technologies, at their core, are designed to
replicate the in-person physical meeting experience in a
virtual space. The best technologies tend to do so in ways
that most closely resemble the physical experience, so that
users can interact naturally, without being distracted or
affected by the technology itself. This paradigm has
particularly been reflected in the aspirations of business
video technology. Users have shown a strong preference for
high definition, full sized images, face-to-face set ups, good
eye contact, high quality audio, and other elements that add
to the "in person" effect.
In fact, many visual collaboration specialists go so far as to
argue that an ideal experience should be indistinguishable
from an in-person experience, citing future technologies
such as the holodeck on Star Trek. While we may be years
away from the “final frontier” of remote communications,
today's business class video solutions certainly can
approximate a real face-to-face experience well enough to
allow for extremely natural, and productive, video meetings.
© 2015 Let's Do Video Page 3
Traditional
webcasts aren't
simply lagging in
interactivity,
they fail to
recreate even
the basic
dynamics of a
large scale,
in-person show.

5. Unfortunately, this success in interactive video meetings has failed to translate to virtual large
presentation technologies. Traditional webcasts aren't simply lagging in interactivity, they fail to
even recreate the basic dynamics of a large scale, in-person show. Here are a few examples:
In Person Event Traditional Webcast Event
Presenters can express themselves via facial
expressions, voice and movement
Presenters generally are limited to voice and
screenshare. A minority include video, which is
typically a small thumbnail.
Audience can ask questions in their own voice
Audience can text/IM questions, which are then
interpreted and re-positioned by the moderator
Presenter responds directly to questioner Presenter responds to moderator
Audience member's reaction to his question
being answered is viewable by all attendees
No one can see any audience member at any
time
Natural follow up to questions, or even real time
interactivity, is achieved
No real back and forth takes place
Adding insult to injury, traditional webcasts are also notoriously complicated, stressful, and
expensive. In addition to the inherent stress of presenting to a large audience, we have to deal
with unfamiliar interfaces and rely on third-party services for set up, resulting in a lack of control
and comfort that can impact our performance.
Today's business video community has been limited to a choice between a fully interactive
meeting experience, or a significantly compromised large event experience. In this white paper
we will look into the causes for these limitations, the real need for improvement, and the benefits
of a fully interactive large virtual event.
The Silos and Limitations of Business Video
Business video has historically been shackled into limited use cases with limited features. This is
primarily due to the fact that the technology behind moving video over the Internet is anything but
trivial. Flexibility was not a consideration in the early development of business video solutions, as
it was enough of a challenge to simply meet their primary functions. The result was a portfolio of
business video products, each requiring their own servers, infrastructure, and providers for each
use case. Interactive face-to-face meetings, event streaming, webcasting, etc., all required
completely separate, and potentially complicated and expensive, solutions.
At some point, we expected these solutions to start to converge. After all, for the most part they
are just different applications of the same three base technologies: capturing video, transmitting it
across the internet, and playing it. The expected final result will simply be a "business video"
solution, which allows us to use and share video any way we want, for any type of possible use.
© 2015 Let's Do Video Page 4

6. This convergence has already started. With
today's software, we've become so adept at
capturing, sending, and sharing video across the
Internet that we can break the previous
paradigms. In addition, the availability of large
bandwidth and powerful personal computers
have allowed for further expansion for video
applications. The result is an existing
hardware/bandwidth platform in the enterprise,
ready to support a new breed of converged
business video application software.
In particular, the line between webconferencing
(traditionally strong content share with weak
video), and videoconferencing (traditionally
strong video with weaker content share), has all
but disappeared. While some vendors and
analysts continue to use these terms, the fact is
the latest generation of these products make the
distinction somewhat immaterial. In fact, some
have abandoned the old distinctions and simply
refer to everything in this space as "conferencing
solutions". Whether you plan an interactive
face-to-face meeting, or a one way presentation,
today's "conferencing solutions" can do the job,
regardless of their WC or VC labels.
However, this breaks down as soon as we start getting into bigger meetings with more than a few
dozen participants. Once we start to get into larger sized groups, we get into the "event" space,
which has remained a silo technology. For events, not only is a separate software solution
required, often a service provider is required to host and manage the event. As a result, online
events are expensive, complicated, and stressful. Even worse, they often fail to leverage any
in-house video solutions (whether they be VC or WC) that your organization already has, and
would prefer to use. Finally, even if you can bear the difficulties inherent in producing a large
online event, it will not have the full interactivity of a smaller meeting, resulting in a compromised
experience.
As the power of our computers, networks and video technology continues to grow, these
compromises and limitations make less and less sense. In fact, today's users are starting to
question these constraints and ask for more flexibility.
© 2015 Let's Do Video Page 5
The line between
webconferencing
(traditionally
strong content
share with weak
video), and
videoconferencing
(traditionally
strong video with
weaker content
share), has all but
disappeared.

7. Today's Expectation: Fully Interactive Internet Presentations
Today's users are more familiar with video, and understand its power and benefits. They are
using videoconferencing at home (Skype, Facetime, Google Hangouts, etc.), and no longer see it
as a future technology. While this was not true a decade ago, today's average worker is very
comfortable being on video and working with video. At this point they are starting to expect (even
demand) access to video in the workplace. However, we expect more at the workplace than
commercial quality VC. We want the ease of software-based video, but the power of full-featured
business quality applications, and we want to maintain these benefits as we scale up to larger
events.
Not only are the users ready, the higher-level decision makers are also on board. After decades
of studies on the effects of business video, we are all well aware of the productivity, connectivity,
and quality of life benefits to be gained by its implementation. The success of "boardroom video"
has been so powerful that we are ready to now go beyond the boardroom. Far beyond the
boardroom. We now want, and even expect, to be able to leverage business video for a number
of applications.
One prime target for the use of fully interactive video is the event space. The standard one-way
online presentation is still very heavily used, but attendees are starting to complain. We are
multi-taskers and it is hard to focus on a slide deck for an hour. In fact, many of us even plan to
use the time during webcasts to catch up on our email or perform other tasks. This is devastating
for those who spend a lot of time preparing and rehearsing these events.
The logical solution is to increase the interactivity of these events to make them more engaging.
Ideally, as explained above, an online event should be a virtual mirror of an in person
presentation, offering full face-to-face interactivity with any given audience member at any given
time.
© 2015 Let's Do Video Page 6

8. The Benefits of Interactive Video Events (The New Webcast)
Corporate Town Hall
The “town hall” or corporate webcast, is a fixture in the enterprise world for a number of reasons.
Most obviously, the opportunity for senior management to speak directly to the entirety of their
department or company is a lot more compelling and effective than sending out yet another
memo to the masses. If you want to inspire your workers, a fiery speech will go a lot farther than
the most passionately written email blast.
Ideally, a town hall meeting lives up to its traditional name, providing a democratic style,
interactive, back and forth between leadership and the troops. A physical, in-person, town hall
often achieves this objective, as ideas are exchanged, and true dialogues take place. In other
words, there is a lot more going on than a basic presentation.
Many of the primary goals may be of a presentation nature, moving information in one direction
from leadership to employees such as sharing the company's strategic path, rallying the sales
team, establishing goals etc. However, a fully interactive town hall can yield far more benefits, as
the leadership can learn a lot from employee feedback, such as their take on the strategic path,
current issues blocking sales, and whether or not the established goals appear to be achievable
from their perspective.
Unfortunately, it is not always possible to bring the entire company, or even department, to one
location. This is especially true for larger enterprises. Thus beget the virtual town hall. If the team
can't physically be there, at least they can tune in from their desktops via webcast. However, this
is not a perfect solution as much of the power, and almost all of the interactivity is lost.
Proponents of the webcast town hall will argue that it is, in fact, an interactive experience, as
viewers can send questions via text/IM to the presenters. But this is not true interactivity. We
shouldn't change the definition of the word interactive, just to suit the limitations of webcasts.
When we meet in-person, we expect true interactivity, which is a back-and-forth, face-to-face,
discussion. If one was to hold an in-person meeting, and tell attendees that they may not talk, but
could only pass notes to a moderator, the attendees would complain about the lack of
interactivity.
As stated in the introduction to this document, the best virtual experience is one that mimics the
in-person experience. If questions via text are not interactive enough for physical town halls, they
should not be accepted without question in virtual town halls. From the employee perspective,
they want their voices to be heard, figuratively and literally. From the leadership perspective, they
want to hear and understand their employees' concerns and create a back-and-forth dialogue to
let the employees know they are being heard. Furthermore, face-to-face interactions not only add
a massive level of engagement and improved communication, but can help to foster the loyalty
and bonding that even the largest companies seek from their teams.
Despite the limitations of virtual town halls, they are still extremely popular and commonplace
because the compromises in interactivity are outweighed by the convenience and cost savings
compared to flying everyone to headquarters. However, a compromise free virtual experience
would clearly be preferable.
© 2015 Let's Do Video Page 7

9. Five Additional Corporate Fully Interactive Webcast Use Cases
The benefits of full interactivity, as described above in the town hall setting, would similarly apply
to the many other corporate webcast use cases. The examples listed below are well established
practices in many enterprise organizations. Introducing full (properly moderated) interactivity to
these events seems an inevitability, as the benefits across the board are readily apparent.
1. Training: Whether corporate training from HR or sales training to a global sales team, the
event is much more than a mere presentation. Interactivity is crucial as the trainer is not
just responsible for sharing one-way information, but must ensure that the audience is
actually interested, paying attention, and ideally absorbing the material.
2. HR Onboarding: Similar to training, this is a situation where the presenter isn't just
sharing information, but has a responsibility to ensure the audience is really paying
attention and “getting it.”
3. Investor Relations: This one is a no-brainer. No one wants any communication
confusion with their investors.
4. Marketing: The typical, public facing corporate webinar is ubiquitous. The ROI has been
proven. Logically, there is good reason to believe the ROI would be even greater if we
improve the experience.
5. Public Announcements: Organizations often want a little more impact than just putting
out a press release, and will have an exec conduct a webinar with the announcement.
Q&A is standard, and ready for more interactivity.
© 2015 Let's Do Video Page 8

10. Requirements For A True Interactive Video Event Offering
In order to meet the above use cases, we would ideally
want a single solution, flexible enough for different sized
groups and a variety of meeting dynamics. An ideal
solution would be a software based platform, supported by
a vendor with enough experience handling video over the
internet to provide the flexibility needed for a fully
interactive virtual town hall. This solution should be able to
scale to massive events, far beyond the typical
videoconference, without losing any of the interactivity,
ease of use, and power of that small video meeting.
The ideal solution, in the simplest terms, would break
down the barriers between the typical small
videoconference, and the large event. Rather than send a
question by text, an attendee should be able to do the
virtual equivalent of raising her hand, taking the
microphone from the moderator, and even joining the
panel on stage for a short time while discussing her
question. All attendees should be able to see the
questioner's face as she asks her question, and as she reacts and responds to the answer. A
natural followup dialogue, with full interactivity and fully viewable by all attendees, should be
available.
Solution Spotlight
Blue Jeans Network, the sponsor of this document, has recently released a new offering (called
Blue Jeans Primetime) designed to meet the requirements listed above, as it adds the power of
bi-directional videoconferencing to the audience itself during large scale events. Any audience
member can be allowed to “go live” and participate via video. With Blue Jeans Primetime, the
moderator can “promote” an individual audience member, giving her the option to join the panel
on bi-directional video, appearing on equal foot with the video panel, to ask her question. This
clearly will allow for more interactivity, back and forth, and compelling discussion, than the typical
text based Q & A session.
While Blue Jeans Primetime appears to match the description of the ideal virtual town hall
platform, and other corporate uses described above, it also has potential for a number of exciting
new use cases, never before attempted in the virtual space. Early examples already include Blue
Jeans Primetime events in entertainment, media, sports, and education. With the flexibility of this
platform, and the appeal of interactive events, we shouldn't be surprised if more uses continue to
pop up.
© 2015 Let's Do Video Page 9
We shouldn't
change the
definition of
the word
interactive
just to suit the
limitations of
webcasts.

11. Blue Jeans Primetime At A Glance
Conclusion
At the end of the day, the case for fully interactive video town hall meetings isn't that complicated.
The ability to attend town halls virtually from our desktops has changed the way we do business,
as evidenced by the massive numbers of business webcasts hosted every year. Despite the
inherent compromises of traditional desktop webcasts, the ability to attend without travel makes
them an essential element of the business workflow. The good news is, as we increase
interactivity, we will eliminate many of these compromises.
Blue Jeans Primetime is a great example of how the increasing flexibility and power of software
video solutions is allowing for more natural remote experiences, beyond the typical boardroom
videoconferencing paradigm. By bringing the interactivity of a small meeting experience, to virtual
town halls and other large scale business video events, they are further raising the bar for
companies looking to leverage the full power of business video.
© 2015 Let's Do Video Page 10

12. About the Author
David Maldow is the Founder & CEO of Let's Do Video and one of the
visual collaboration industry's most prolific writers. Prior to founding
Let’s Do Video, David was Managing Partner at Telepresence Options,
one of the industry’s most recognized print publication and news sites. It
was there that he authored 150+ pieces of public content, gaining him
recognition as an industry expert. Earlier in his career, David managed
the Wainhouse Research Video Test Lab, where he developed the
ability to assess products / solutions from an IT perspective, but with an
eye for user experience and adoptability.
Let's Do Video is an online-only news website covering business video technologies and
strategies. Founded in July 2014 by David Maldow, LDV's mission is to provide third-party,
informative, educational content and news to the visual collaboration community. LDV is more
than the typical industry resource, adding intense thought leadership to the best public facing
industry coverage on the web.
About Blue Jeans Network
Blue Jeans Network aims to bring great minds together to meet, share ideas and reach their
audience through the power of video collaboration. By making video communication easy, secure
and scalable, customers can make online conversations, meetings and events personal again.
Blue Jeans' cloud-based platform has taken video into the mainstream, giving business and
thought leaders the power to interact face-to-face with anyone, anywhere.
© 2015 Let's Do Video Page 11