May 1, 2012

Article

Avoid the dark side of consumerization in your video plan

By Rob Nunes – VP of Marketing

If your company is considering an investment in enterprise video, you need to take the consumerization of IT into account and let the movement inform your overarching content strategies.

While the focus of IT consumerization has been on mobile device use, the reality is that the trend is permeating every aspect of corporate operations. Essentially, consumerization is the proliferation of consumer devices and methods in enterprise environments. For example, social media and social-inspired content sharing systems first became wildly popular among consumers. Over time, however, the consumerization of IT has driven these trends into important roles in the workplace.

While consumerization seems simple enough, it also comes with a darker side. Now that employees increasingly feel empowered to use technology however they want at work, they have a tendency to work around the limitations set forth by the IT department if it helps them get the job done. When implementing a new video strategy, you need to avoid this pitfall by embracing consumerization so that workers don’t feel limited by corporate IT offerings and policies.

The key when embracing consumerization in video is to give users freedom to create and share content easily without significant oversight from the company. Sure, you need some guidelines to make sure people keep things appropriate for the office, but in the end, the company will get more from the plan if it empowers employees instead of limiting them.

To truly free workers to use video in whichever manner they choose, you need to make sure the network doesn’t get in the way. Procedures and policies to enable consumerization are both important, but they won’t amount to much if your network stutters every time an employee tries to upload or watch a video. Similarly, a worker who wants to stream a live event with a significant number of colleagues needs to be able to connect with them without disrupting the network performance for everybody else or finding that the system is not able to meet streaming requirements.

If the company’s technology for video is not good enough, then you may soon see workers posting their videos elsewhere, probably on an easily accessible, powerful public streaming site. That’s a problem. Any sensitive corporate data, employee information or consumer details revealed in the video, whether maliciously or not, can lead to regulatory and customer backlash. Don’t risk this dark side of consumerization when turning to video and make sure your platform is supported by the technology your workers need.

-Rob