December 21, 2012


Viewers may control content, but IT still rules over video

By Stephen Blankenship – VP of Product Management

Video content delivery often falls into the hands of the viewers, your employees. They control what the content consists of, based on need and demand. However, IT still reigns supreme over video, because it is up to the IT department to ensure that video delivery works at all.

According to Streaming Media, the viewer is “in charge” of online video. From an enterprise point of view, this means that employee needs to control content and frequency of delivery. And it isn’t just content that is affected, but delivery methods. The consumerization of IT and proliferation of mobile devices in the workplace means that more employees will want access to video webcasting from their devices, rather than being tethered to a desk. Companies will need to adapt to these employee needs and demands in order to successfully deploy video options. However, the IT team still makes video possible in the first place.

Enterprise video has some lofty requirements when it comes to network infrastructure, support and compatibility. Certain formats require different technology for playback, and the company network needs to support streaming video before a company can leverage it as an internal content delivery method.

Video is not the same as regular data flow, and as such requires different treatment. Larger file sizes, the need and ability to stream high definition, and other requirements can lead to extreme dissatisfaction should a less than adequate solution be implemented, which could ultimately slow down business objectives the solution was intended to serve.

Often, on the IT side, businesses need to update network infrastructure to support video. Whether this means leveraging better wireless technology or simply implementing an improved solution for video overall. This is the No. 1 requirement that has to be met in many instances.

Comparatively, the influence that the employees and IT has on video is close. Without employee feedback, video would be next to useless, and without strong IT support, it wouldn’t be possible at all. For many businesses, this means investing the time and resources into the right infrastructure and the best training, while paying attention to employee needs for video content. With an all-round approach, business video streaming can be successful and provide myriad benefits.