April 25, 2012


Consumer video trends impacting business practices

By Kevin Crayton – VP of Product Management

Just a few years ago, businesses were handing out BlackBerry smartphones to only employees who needed them and carefully controlling any mobile device used in the workplace. Then the iPhone blew up in the consumer market. Before long, executives were bringing their new toys to IT and telling them to make it work. Suddenly, the enterprise is looking at a full-fledged bring-your-own-device trend that is turning traditional IT methodologies on their head.

The trajectory of mobile device use in the enterprise shows us something very clear about the current business climate – workers who like something in their personal lives are going to want to use it to get their jobs done more effectively. The movement has been coined the “consumerization of IT,” and organizations should get ready for it to affect their enterprise video strategies.

In the consumer world, long informational articles are often coupled with a short video, providing a summary with the focal points of the content. In many cases, video is replacing text when applicable. Pretty soon, you’re going to have employees going up to managers wondering why they are spending an hour toiling over training documents instead of just watching a five-minute video that can tell them the same thing.

Using YouTube and social media sites, consumers can take video of themselves doing whatever they like and share it with their friends, not to mention complete strangers. This is creating video communities built around similar interests. Before long, your workers could be asking if they can videotape themselves performing field work, producing a new product or detailing what the research and development team is working on, and IT will need to respond.

Consumerization is beginning to affect every aspect of IT, and a variety of studies predict an absolute explosion in consumer video during the next few years, with streaming services, mobile options and easy-to-use content creation tools becoming readily available. Businesses could benefit substantially if they get ahead of this trend now, implementing enterprise video platforms in a strategic manner to gain considerable benefits, such as employee engagement and improved training. At the same time, moving to video quickly can help IT avoid becoming overwhelmed when employees and executives start clamoring for video capabilities and expecting immediate results.