September 15, 2014


Three things to learn from Apple’s enterprise streaming experience

Sometimes we see examples of video communication that are optimized and prove how great streaming media can be. Other times, enterprise leaders get a great feel for how enterprise video solutions can be improved. This happens especially in cases where recorded content or streaming media falls short of expectations, or in other situations, proves an outright failure.

There are ways to avoid these problems. As the most recent Apple conference showed, there’s much to be desired in some corporate circles in terms of connectivity and communication. ZDNet stated that the landmark unveiling of Apple’s new iPhone 6 and Apple Watch was terribly obscured due to a lack of external connectivity and enterprise streaming media resources. To put it simply, unless people were there to see the reveal live, they missed out completely.

But this isn’t a story of how video communication failed to deliver content. It’s a tale of what businesses should be doing to make sure they’re properly implementing their enterprise streaming video to work the way it should. With on-demand content as part of corporate operations, companies could stand to increase their profit margins, customer relationships and industry standings significant. The linchpin in this scenario sits between viewers and organizations issuing enterprise streaming media.

Here’s three things that all businesses should take away from Apple’s SNAFU:

  • Don’t get bogged down in tradition
  • Remember the target audience
  • Be aware of technology

Let’s look at each of these aspects in greater detail. Understanding how each of these factors on its own, as well as in the midst of enterprise streaming video operations, can help corporations conquer continuity and communication issues.

Sticking to the known
In many cases, doing what businesses know how to do best is a hallmark of corporate culture and continuity. However, in the enterprise video landscape, it can also prove a hindrance to fluidity and availability of content.

ZDNet wrote that one of the biggest issues Apple encountered in its iPhone 6 conference was the fact that it chose to stick with a service that didn’t have enough bandwidth of information availability to fit the projected audience size for the event. While Apple is working on creating its own internal enterprise video platform to avoid this situation in the future, it was bogged down by familiarity and tradition. Instead of selecting a host that could accommodate the event’s streaming needs, the event simply didn’t happen for many people.

Focusing on viewership
Part of Apple’s problem, as the source stated, lay in the fact that the firm’s embedded player wasn’t coded to fit the enterprise streaming platform in which it was broadcast. That’s like trying to play a DVD in a portable CD player – the physical format looks similar, but the data is totally different.

Streaming media expert Dan Rayburn told ZDNet that it came down to Apple failing to properly provision or plan for the event. There wasn’t enough consideration in terms of viewership, many of whom likely connected via tablets, smartphones and WiFi connections. Each of these new interfaces may have caused additional compatibility errors with Apple’s hosting solution, creating more stutters, stops and restarts that simply frustrated and deterred target audience.

Counting technology
As previously stated, the hardware and software used to generate, host and receive Apple’s streaming content seems to be the core of the corruption in transfer of media. Without a compatible platform on the business end or accepted solutions on the consumer side, there’s no way for video communication to become a success.

As TechRadar stated, it’s important that firms are always staying ahead of what’s happening throughout the corporation and its target audiences in terms of technology. The source spoke with expert Gyula Feher who explained that, no matter where the host is located or where the endpoint is, there needs to be accuracy and clarity of enterprise streaming media. Even if it’s in the middle of Iraq or at Apple HQ, content is still king in transmission technology. Prioritizing information transmission and ensuring encoding is able to accommodate all anticipated endpoints is critical for avoiding streaming errors.

In short, it’s okay to stick with existing enterprise streaming media providers, so long as their technological capabilities match in-house solutions and the scale of target audiences. It’s important to stay flexible in these arenas, since IT assets are changing all the time and viewership is increasingly on the move. Most importantly, it’s essential that businesses continue to look out for problems in enterprise streaming media like that incurred by Apple. These are ideal examples of worst-case scenarios, and best of all, competitors can learn from the outside just how damaging an error can be without ever suffering those consequences themselves.