September 5, 2014


Video communication improves through unification

Making individual video for business messages out of context can result in a very confused internal and external enterprise environment. This is fairly easy to do in situations where companies lack a centralized delivery portal or sharing network, as there’s no way for viewers to logically find the next message in a series, learn more about a product or pursue a service.

While most public providers like YouTube offer the tools to create a flow to video communication, there’s often little linearity on channels in this setting. Other sites fail to offer more than just a chronological or “best-of” list, requiring that viewers sort through hours of content to find what they really want.

This is an unacceptable situation for enterprise video communication, where these messages are meant to train, inform and boost relationships among target audiences. Frustration and confusion are the antithesis of a positive viewing experience.

The answer lies in deploying dedicated unification tools like hosted platforms or portals. These assets allow companies to lay out their recordings in series or groups so that they form a cohesive thought among viewers.

The new norm
C4ISR Networks wrote that companies are all about getting people together in terms of unified communications these days. Everyone from military and government agencies to private companies and personal bloggers have taken to sorting out solutions that make video for business more cohesive and engaging.

For instance, the source stated that the Pentagon and the Defense Department recently initiated a modernization program that focused on improving network connectivity and collaboration. Systems are being streamlined and combined into a unified communications service that focuses on sharing. At the core of this solution is an enterprise video portal and similar services that take critical knowledge and help send it quickly and completely to people at any point on the map.

These kinds of systems don’t just support timeliness and accuracy. They also provide a standard mode of operation, wherein people know where to look for data and how to interact with it appropriately. Thanks to a set portal interface, each interaction remains reliable and consistent, thereby improving adoption and engagement with the system.

Simple software
Creating a single-pane solution makes things easy not just in terms of personal availability, but also for overall network management and data control. As InformationWeek put it, having everything in one box means nothing important gets put in the wrong place. Unified communications does this by combining and integrating services, thereby granting viewers the ability to watch video communication through the enterprise portal without having to seek out the individual messages on their own.

On top of that, such a singular solution makes it easy for people to find what they need in whatever environment they choose. Current engagement issues are often linked to things like time, place and availability of information. That’s further complicated by the variety of technology, networks and devices linking into enterprise content.

At the end of the day, providing a unified video communication experience allows any person using a number of tools to access corporate knowledge. This availability isn’t hindered by hardware, software or setting. Whether it’s a person in-house on an iPad or an employee on the other side of the world using WiFi on a laptop, InformationWeek stressed that overcoming traditional boundaries is what makes unified communications superior to other tools.

Appealing audiences
As mentioned, there are a lot more factors today that could impact the effectiveness of video communication. Chief among them are demographic and globalization concerns, which can severely limit the impact enterprise content makes on a person.

Fortunately, unified video communication lets businesses overcome these boundaries. Some of the top things to consider in this vein include:

  • Culture and values of viewers
  • Time and date message is watched
  • Public issues
  • Technology and network availability

With these factors in mind, TechRadar stressed that businesses need to do what they can to extend mobility options and create greater availability of information to all groups. Young people especially are susceptible to disengagement when they fail to find what they’re looking for as soon as they seek it, so taking care to accommodate target audiences is essential. That might mean boosting bandwidth, shrinking recording times or just launching messages that are multi-lingual.

Whatever the solution, it needs to be tailored to viewers. It also should be within the guidelines of safe usage for enterprise data. In the end, the result should be a collaborative network of video communication portals that provide tailored, intuitive and transparent insights into what businesses are trying to say.