New research weighs up pain points and potential of enterprise video

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It is becoming an increasingly common theme; the technical limitations of video conferencing and unified communications are going down, but companies could do significantly more in terms of standardising and getting employee buy-in.

This is the latest finding from West Unified Communications, whose survey data of more than 230 US employees, reveals less than a quarter (23%) of those polled are using paid, enterprise-grade video conference systems compared to 70% using the likes of Skype and FaceTime.

The research reveals organisations are more likely to choose video conferencing for internal communication as opposed to external. 58% of respondents use it for internal meetings with employees, 50% use it for meetings with supervisors, while only 34% and 21% respectively say it is used for sales calls and employee interviews.

Despite this however, the benefits of video conferencing are clear, according to the researchers. Almost three quarters (73%) admit they are more attentive and engaged in video calls compared to audio, and 82% said they make more of an effort for a video call.

“Similar to trends around mobile conferencing, video is quickly becoming a must have resource, whether workers and their employers are ready or not,” wrote Dennis Collins, West Unified Communications senior director of marketing in a company blog post. “Organisations that fail to fully support video-based solutions from an IT and broader change management perspective are leaving untapped productivity on the table.”

The report argues employers should provide basic procedural training to help their staff integrate and overcome their fears of video conferencing, as well as, not surprisingly, advocating employer-sanctioned video conferencing apps instead of going rogue with consumer equivalents.

In January, previous research from West found there was a conflict of thinking in terms of using a single comms vendor. Earlier this month a report from ConnectSolutions argued adoption of such technologies is lacking because employees need help with the initiation process.

 

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