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Video – It is a Buyer’s Market

Enterprise Connect Crowd at Collaboration BoothAs I walked the halls of Enterprise Connect last week for the 7th or 8th year in a row (who’s counting??), I noticed that video is still one of the key themes across many of the vendors.  A few years back, it was introduced as the “next killer app” and while some think the sizzle has gone down, I would argue it is just heating up. Look at initiatives like WebRTC, one of the hot topics at the show.  You couldn’t go to a panel or discussion without hearing or seeing how video will play a major role in the development of this space.

The reality is, our buyers are demanding more and more when it comes to video.  It is no longer about meeting or boardroom-based video endpoints, it is now about getting video on any device a user has access to, being able to integrate the video experience with more traditional conferencing experiences, delivering video-based content across an organization, and oh yeah, doing all of this without killing my network and for an affordable price.

Buyers are forcing vendors like Cisco, to continue to innovate in order to drive the pervasive use of video across their organizations, while continuing to drive the cost down with no sacrifice on quality.  Buyers are also innovating when it comes to how video is applied across their organization.  Take a look at the Wharton School of the University of Pennsylvania and Jerry Bruckheimer – they are both redefining the traditional definition of telepresence and video collaboration.

Cisco made a series of announcements last week that not only showed how committed we are to the video and telepresence business, but also how committed we are to helping our buyers and technology users more easily use and deploy our technology.  We announced:

  • Software advancements to help make collaboration more cost effective
  • Cisco TelePresence and Cisco WebEx developments that advance B2B collaboration for millions
  • New tools to drive transparency into all video traffic running on the network
  • Expanded cloud video-as-a-service options for partners

My colleague Robert De La Mora’s recently said, “To say that video is changing the way we communicate and collaborate would be the understatement of the decade.” I couldn’t agree more. With nearly all communications devices video-enabled, and cloud platforms available to everyone, video is now at the heart of collaboration culture.

Pervasive video is the future and we’re doing what we can to foster this development.

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