May 10, 2016


Broadcast video a modern solution to streaming challenges

It is a truth universally acknowledged that good communication is at the heart of any successful business. That applies from the most human of contacts – a friendly gesture and the professionalism of your outfit – to higher level efforts, like the ability to reach out to and engage with every employee in the organization. This last part has occasionally proven difficult.

In the last few years, video has emerged as the primary solution to long-standing communications challenges. It is cheap, effective and endlessly adaptable. Yet streaming video, so often used for conferencing and job interviews, continues to see hiccups that impair organizational effectiveness. Increasingly, live broadcast video seems a more reliable option.

Buffering is a burden on workplace video
Many organizations rely on streaming video in the workplace as a platform for video conferencing. Many find it invaluable. Yet, even after a decade of use, streaming is still rife with problems – particularly when it comes to buffering. That’s because streaming is a complicated process, and inherently subject to capacity and scalability challenges.

Streaming is so complex that the senior marketing director of IneoQuest Technologies, Kurt Michel, told Quartz that much of the industry is simply left “hoping for the best.” But, as plenty of businesses have already discovered, hoping for the best is not exactly a sustainable method. When it comes to communications, a flawed platform is especially disruptive.

A recent study from IneoQuest Technologies found that more than half (51 percent) of people who watch streaming video have experienced “a state of uncontrollable fury or violent anger induced by the delayed or interrupted enjoyment of streaming video content from over-the-top services.” More specifically, the study showed that two-thirds of respondents (66 percent) were frustrated by buffering. Young people especially have little tolerance for buffering delays, with 34 percent reporting that they suffered from “buffer rage” more frequently than road rage.

IneoQuest suggested that OTT providers had to step up their delivery of a reliable, consistent viewing experience to consumers – especially in the workplace, where clean, smooth video is slightly more important than in, say, a football game stream. It doesn’t take much of a disruption in streaming to send users looking for other solutions.

“As soon as you hit a speed bump technologically or digitally, you go elsewhere,” Disney CEO Bob Iger recently told a Deutsche Bank conference. “You just don’t want to tolerate it.”

Thankfully, for organizations seeking an alternative to choppy, unreliable streaming video, an answer already exists in broadcast video.

Broadcast video solves the challenges of streaming
Live workplace video hosted by an enterprise content delivery network does what streaming video cannot. Forget fury-inducing episodes of tortured waiting as a video message buffers … and buffers … and buffers. Broadcast video delivery doesn’t require bandwidth, which means there’s no tax on the network, which means that there’s no slowdown or lag time. An employee engagement campaign or onboarding strategy is delivered in crisp immediacy. There’s no need to worry about employees – even remote employees – being able to watch uninterrupted.

Perhaps best of all, there’s no need for an expensive rip and replace of your legacy network. An SD-ECDN builds on the infrastructure you already have in place, allowing organizations to upgrade without breaking the bank. Executives sponsoring an update don’t have to worry about convincing financiers to shoulder a costly project, when it seems there are always other, just as important projects requiring attention. Instead, broadcast video is a cost-effective, immediately impactful solution.

“There is a transformation happening among business today – face-to-face video is quickly rising as the preferred communications medium, offering new opportunities for deeper personal relations and outreach, as well as for improved internal and external collaboration,” one enterprise video executive told Fierce Enterprise Communications.

“Once people experience the power of video, they ‘hang up’ on traditional conference calling. We are seeing this happen with the emergence of video cultures that power the most innovative cultures – from Facebook and Netflix to Viacom and Del Monte,” he continued.

Workplace video has reached a point where any organization not implementing it is falling behind. It is the communications platform of the 21st century, and demanded by younger professionals who already consider video a natural part of their everyday lives. Upgrading to SD-ECDN video now ensures that organizations will not only keep the young talent they already have, but also attract the thousands of top performers who will emerge in the coming years.