As Video Becomes More Ubiquitous, Decisions More De-Centralized

Interactive Media Strategies released data on July 14 showing that 62% of corporations that purchased video communications technology made the decision at the President/CEO level when there was no prior investment in this kind of technology.  That number dropped to 58% when the prior year's spend was as much as $10,000.

The same data shows that when an enterprise already spends $100,000 or more annually on video, the decision-making authority is almost evenly distributed between IT (35%), functional department heads (31%), and the President/CEO level (34%).

I think the clear implication of this data is that when corporations are already committing resources to video communications and the value of video has already been established, and this kind of technology is no longer considered exotic, then decision-making authority becomes more broadly distributed to IT and the business units.

This data is interesting when paired with data released in 2010 that shows 15% of executives surveyed that do not spend money on video and are thus not using video communications believe video communications are "very effective."  58% of executives surveyed that spend $100,000 or more annual on video technology indicated they believe video communications are "very effective."

I am sure this great difference is due to several factors, including: executives who are predisposed to see value in video are those most likely to invest in it, and those that have already made a six figure investment in video will likely not be motivated to feel as if the investment was wasted.  Nonetheless, video obviously wears well because executives who are heavily invested in video believe much more in its value than executives who do not employ the technology.

"Silver Tsunami:" Using Video for Knowledge Transfer

When the Baby Boomers retire they are going to be taking their substantial knowledge with them. The younger generation to whom that knowledge should be transferred likes to consume video.  This has some very interesting implications for organizations that want to capture that knowledge, organize it, and make it easy for employees to find it and benefit from it.

Here is a link to a webcast on June 1 where Dan Rasmus, a technology strategist and author of Listening to the Future , will discuss the potential for video to serve as an all important medium for knowledge transfer and organizational learning.

Topics to be Covered:
• Knowledge Acquisition via Video
• Video as a Tool for Knowledge Management
• Use of Video or Operational Efficiency
• Practical Applications of Video for Learning in the Enterprise

Click here to register for the webcast

Interactive Media Strategies believes Microsoft could win big with Skype

Interactive Media Strategies (IMS) is a market research firm that follows streaming media. They discuss the news of Microsoft’s $8.5 billion acquisition of Skype, and the prospects for Skype to emerge as a viable platform for business video communications. 

Their research compares usage levels for a range of social media and communications applications, including Skype, YouTube and Facebook. Here is a link to the video.

They report that personal use of Facebook and YouTube is relatively high but that has not yet translated into comparable levels of corporate use. They believe this raises the question of whether YouTube and Facebook will be able to outgrow their focus on the consumer side of the business to compete in the enterprise market.

Usage levels for Skype are significantly lower overall, but Skype’s penetration in business communications is higher than they see for other communications apps online among young users most likely to experiment with emerging technologies.

IMS puts forth the opinion that if Microsoft could make it easier for technology laggards to embrace Skype - i.e. integrate Skype with the Microsoft Office suite - then Skype could achieve significant enterprise adoption.