Online video emerging as a tool for enterprises to stay connected

Today, versatile communications networks supported by robust video management
platforms have empowered enterprises to share video based information with all
types of internal and external stakeholders. And it is a fact now that video
information is more engaging than the old world text only data for companies
to stay connected with buyers, suppliers and workers.

Most companies are using video communications to attract consumers to their
corporate or brand websites and also using it for internal communications.
Depending on the volume of information, videos can be stored and delivered from
the companys own servers or the companies can use online video platforms to
deliver video content to target group of users. The delivery in most cases is IP
based to keep the costs in control.Some analysts expect the global market for
online enterprise video solutions to reach over $600 mn in the current year. The
Indian market has yet to pick up necessary steam.

Video Apps

The video applications evolved from recorded speeches of top executives to
recorded events and now to video delivery through social media sites like
YouTube. And the latest fad is around cloud. As companies want to conserve their
bandwidth and other resources, they are increasingly exploring cloud computing
platforms for video content storage and delivery.

Tech Temperature: 95 (on a scale of 1 to 100)

The importance of visual communications is getting more intense for
geographically dispersed organizations. Using videos, they want to promote
teamwork across the enterprise and interactions with buyers and suppliers. The
prime applications include enterprise collaboration for product development and
project management; brand messaging; and training to employees, consumers, and
business partners like resellers. And the end-users can access videos on their
computers as well as mobile devices.

Besides social media properties like YouTube, leading tech companies like
Microsoft and Adobe are among the frontrunners in the video market. Microsofts
Channel 9 delivers over 130TB of video a month. It is holding shows such as
Cloud Cover, Silverlight TV and Inside Xbox. Adobe TV ia providing free training
and information about Adobe offerings. It offers channels for photographers,
designers, video professionals, and developers. Featured shows include The
Russell Brown Show, The Complete Picture, Taming the Web and Flash Downunder.

Platforms

Today, nearly hundreds of social media video hosting sites are available
catering to different audiences. Besides, bigger companies are using their own
servers for video content delivery. There are enterprise video hosting providers
Brightcove and Kewego that allow access to authenticated users and keep record
of user actions. In this category, TVtrip.com is a travel search engine that
allows you to watch hotel videos before you select one. Open source platforms
are also being used for video publishing. For example, Kaltura is offering an
open source video publishing platform. It allows users to manage video
information among other rich media content.

For web based video access, the preferred choice is Adobe Flash, which leads
with more than two-third of the videos being displayed by this platform. Cisco
provides IP based solutions for video delivery and use on the network. Cisco
also provides infrastructure to optimize video creation, management, transport,
delivery, and display. For live and on-demand broadcasts to internal and
external users, the Cisco Digital Media System helps companies with digital
media creation, management, and accessfor digital signage and desktop video.
Google Video for business, launched in 2008, is a new application in the Google
Apps office suite. It enables employees to upload and share videos within an
enterprise. Its applications include internal communications, trainings, social
media content, and so on.

While bandwidth allocation is a major challenge in video delivery, new
platforms are getting ready to overcome this problem by offering something
called intelligent streaming, which will ensure dynamic bandwidth allocation or
bandwidth optimization.

Rakesh Raman

maildqindia@cybermedia.co.in