June 5, 2013

Article

Increasing demand for business mobility tools pushes video offerings

Keeping up with the times is important for companies that want to remain competitive. In many cases, the kind of technology a corporation relies on can dictate the level of success that organization can experience in a variety of elements. Be it in terms of hiring, training, connecting with staff or integrating with the public, use of modern devices and resources help employees better perform their jobs, which in turn can act as a major impetus for whether staff members stay with a company in the first place. Providing sub-par services to employees can result in reduced engagement and retention, so paying attention to current trends in technology and workplace demands is essential to firms that want to maintain a healthy, outgoing workforce.

That’s where mobility tools come in. There’s a growing push for businesses to move their applications and work structures to mobile devices, to support bring-your-own-device (BYOD) programs and to allow personnel to have more of a role in structuring their work experiences. By granting staff members these freedoms, companies can greatly increase their ability to connect with personnel and increase their effectiveness, but they must also maintain methods of communicating with these individuals. Specifically, using resources like video for business tools to disseminate timely and accurate corporate messages to personnel could reduce the miscommunication and lack of personal connection that some mobility resources can create.

Growing mobile video options
People want to use mobile resources as part of regular work activities, as a recent study by comScore showed. The group found that, among private smartphone and tablet users, the amount of mobile business content being viewed on these devices had almost doubled in 2013 versus the amount of video communication people were accessing with these same outlets in December 2011. The usefulness of these recordings has also increased during that time period, as businesses are now able to use geographical data and tracking information to ensure that the target audience for these messages is receiving them at a time when they are most valuable to recipients. Be it in terms of timing in regards to a new release or distance mapping to ensure that personnel are getting important updates before they reach a client, the new resources available for integration with BYOD and mobility resources is making a great case for adding more smartphones and tablets to the business environment.

Business Insider wrote that the integration of more usable mobile facets and resources could help with increasing uptake for clientele and personnel, but companies need to ensure they’re targeting the areas that these individuals use their devices for most at present so that the adoption of these platforms continues to grow. For instance, research from BIA/Kelsey showed that the U.S. enterprise video recipient pool for locally-targeted messages would grow from 3 to 6 percent between 2013 and 2017. This may seem like a small portion of the overall local mobile audience, but companies can find ways of integrating their video experiences into the areas that people more prefer in order to subtly change their receptiveness over time, as well as ensuring that individuals have better access to these recorded offerings. As Business Insider showed, the amount of web searching mobile devices are used for will continue to climb, but SMS messaging will decline by 2017. That means organizations should be working on their enterprise video platforms now so that people will have better web page-based access to streaming video.

Avoiding rogue dangers
Even if companies fail to integrate mobile options into their business plans, it’s likely that these deployments will still wind up in the office environment. Rogue tools are not uncommon in business BYOD plans, and in cases where no mobility solutions are directly implemented or addressed by an organization, personnel will automatically begin using their own tools in the office, anyway. That’s because people and used to and comfortable with personal devices and may choose to use these options while in-house or from home, depending on the flexibility and cloud readiness of the firm. These options can endanger corporate functions and security, however, meaning that companies should be addressing the availability of business systems even if BYOD is not part of the IT scheme.

A survey by CTIA – The Wireless Association stated that about half of all private citizens admit that they use mobile devices in the office, regardless of whether their employers have authorized these tools. In fact, almost 50 percent of study participants had never even heard of BYOD. Even in the IT landscape, 26 percent of technology professionals were unfamiliar with bring-your-own-device programs. Still, these deployments are fairly common at the workplace, even among those who expressed no knowledge of BYOD or how it worked. People inherently know that they can access emails, calendars, corporate apps and other business tools much the way they use their smartphones and tablets to work on private matters. Simply owning these devices can therefore engender rogue BYOD, since staff members will often use these tools for corporate purposes without understanding the ramifications.