May 1, 2013


Mobile video communication becoming increasingly prevalent

Businesses are always on the lookout for new resources to help make them more fleet, versatile and competitive. An ever-increasing number of such assets is becoming available all the time, with firms improving on previous deployments and others creating brand new offerings that fill in gaps and increase usability in existing software. Such has been the case with mobile assets, as the rising amount of popularity for these kinds of utilities in the workplace and in private consumer life has caused firms to feel pressured to keep up with these significant use trends.

Tackling the mobile trail
First there was the cloud, and then came mobile. The rise of Bring-Your-Own-Device (BYOD) programs helped companies get their personnel up and away from their desks, accessing corporate infrastructure from smartphones and tablets. At first, these solutions were not specifically targeted toward mobile resources, so integration and security were often difficult. Then firms began to deploy websites just for mobile use and software tools that meshed specifically with certain mobile operating systems. Video content delivery similarly had to shift to accommodate this change in network requests.

This created a new subsection of video communication resources that target people using mobile devices, a number that is growing all the time. As Business Insider reported, the mobile video market is projected to make up more than $500 million of this year's corporate advertising budget, as well as at least 10 percent of all video communication spending for 2013. The source pointed out that video in general allows for easy monetization of these properties, be they online or mobile deployments, since they create leads and generate interest in corporate offerings. They can also be used to increase employee training opportunities and spread awareness of the firm's message, both within its ranks and among outside businesses and the general public. The variety of benefits mobile enterprise video can offer organizations supports their growing popularity.

Gearing up for mobile insight
At the same time, Business Insider stated that these deployments will need resources similar to what traditional enterprise video solutions provide companies in order to help them make meaningful use of these deployments. New mobile business intelligence (BI) applications are necessary for this emerging environment, as well as gateways to integrate mobile video metrics into the overall corporate management and content creation infrastructure. With so many different ways that businesses can prioritize their video deployments and methods for engaging people with these messages, companies need to ensure they have a full range of BI tools to successfully capture viewer data and steer future mobile video offerings.

One of the first steps companies should consider when migrating to mobile offerings is to look at their website traffic. Existing web pages can indicate whether these sites are currently getting a high volume of mobile traffic attempting to navigate through these online locations. As many firms have mobile-ready web deployments already, they may already even be facilitating these users indirectly in users' attempts to review enterprise video offerings.

Yet the sheer file size these recordings comprise and the fact that online enterprise video portals are designed for standard computer viewers will likely create extreme latency in the delivery of such messages. For those reasons, Michael Schneider of Mobile Roadie recommended to Entrepreneur that firms with high mobile traffic consider getting a dedicated mobile video client. In Schneider's opinion, companies experiencing more than half of their overall traffic as originating from mobile technology are in a position where engineering new video tools for this environment may be critical to maintaining current audience.

Creating custom support
In these cases, businesses with mobile presence will need to ensure that their new enterprise video solutions will work with existing software. Building a whole new app around a mobile video deployment may not be ideal for some firms, but there are plenty of ways to engineer a portal that works in tandem to a company's mobile page for optimal usability on smartphones and tablets.

By putting more BI video tools in the mobile universe, companies will have more access to geopositioning data and social media input in terms of individual customers. Schneider stressed that firms can use this input in connection with enterprise video communication metrics to get better insight on how employees spend their days, where customers like to shop and when current clients are most likely to review business videos. This kind of insight takes traditional web-based analytics to a whole new level, giving organizations a new degree of insight never before possible in to how and why their clients come to them. By understanding more of the intricacies of how the audience is responding to enterprise video solutions, companies can better position themselves for future success.