​It’s Time To Reconsider Everything We Know About Videoconferencing

7th July 2015

The time has come to turn over a new leaf when it comes to videoconferencing, and it starts by delivering the video people not only want, but also the video they need so they can leverage the power of video communication to be a more connected and more productive organization.

There was a time not too long ago that video communication was more of an event, than a form of communication. Dedicated (or at least well trained) staff had to plan, setup, test and test again prior to a video call because the systems were challenging, networks were limited and interoperability was still in its infancy.

Difficult to Use: From cumbersome remotes to the need for custom control systems, making a simple call was often anything but simple.

Hardware Intensive: Bridges and codecs all needed to be integrated just to do a video call with half a dozen people.

Too Proprietary: Interested in bringing someone in that used a different brand or type of hardware? Almost impossible.

To say those days aren’t missed, would be an understatement. Trying to have a meeting when you never knew if the equipment would work was not only stressful but wildly unproductive.

Fast-forward to today, and there are still video users living in the old world. Fortunately, it doesn’t have to be this way any more.

If we aspire to deliver video as an experience that drives more collaborative businesses, then it’s time for a whole new thinking on how we design, sell and deliver video conferencing solutions.

Make it Easy: Video today should be as easy as making a phone call or sending a tweet. This has been proven possible by countless consumer solutions.

Ditch the Hardware: Do we really need that box? It’s an important question to ask because I suspect often times the answer is no.

Standards Based: Make interoperability a discussion of the past. With cloud services, bringing all systems and people together quickly should be simple and painless.

As it turns out, what we really need to do is turn the old model on its head. Less complexity, less hardware, less limitations and quality that meets or exceeds what is expected from a recurring investment in a collaboration platform.

Today we are more exposed than ever to simple collaboration tools. From easy to use messaging platforms to one click video on our mobile devices. Sure these tools aren’t “enterprise” but they do show the potential and power of making video pervasive. The time has come to turn over a new leaf, and it starts by delivering the video people not only want, but also the video they need so they can leverage the power of video communication to be a more connected and more productive organization.


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After 12 years of running technology companies, Daniel Newman traded the corner office for a chance to drive the discussion on how the digital economy is going to forever change how business is done. Daniel is a Forbes, Entrepreneur and Huffington Post contributor and a published author of "The Millennial CEO" and "The New Rules of Customer Engagement."