The Long-Term Business Benefits of Video Technologies

When pandemic-triggered restrictions forced a good chunk of the U.S. workforce to work from home, audiovisual (A/V) technology allowed us to bridge physical distances and maintain operational continuity. Some analysts say business video conferencing usage grew 2000 percent over pre-pandemic levels.

With employees now returning to the workplace, you might think organizations will curtail their use of video collaboration. That’s not the case. Nearly 80 percent of companies say they plan to expand their use of video for both remote and onsite employees,according to a recent survey by Industry Dive and Sonic Foundry.

In fact, analysts expect the market for video conferencing solutions to experience healthy growth in the near term. Global Market Insights predicts the market will expand at a 23 percent compound annual growth rate through 2027.

Better Than Expected

The optimism largely stems from the fact that video solutions have exceeded expectations. Once they were forced into remote operations, most organizations were just looking for a way to allow remote teams to communicate synchronously. They got much more than that.

As organizations have refined their video strategy, they found that leading solutions offer much more than basic connectivity. Most feature a range of productivity-enhancing tools such as whiteboard apps, screen sharing, real-time document editing and integrated digital assistants. Many also have a mobile component that allows users to access a full range of communications and collaboration features from their mobile devices without the need for additional hardware.

Increased numbers of application programming interfaces (APIs) also extend the functionality of video conferencing systems. For example, you can use an API to add real-time video to business applications. This allows users to communicate with colleagues or managers from within an application without interrupting their workflow byntoggling between services.

Appealing Use Cases

With such enhancements, most organizations anticipate using video in a variety of ways going forward. In addition to team meetings and conferences, here are five areas in which organizations expect to make innovative use of their video capabilities:

  • Human resources. Video conferencing allows organizations to reach a wider pool of potential candidates while reducing travel costs. It is also a powerful tool for new employee onboarding, orientation and training.
  • Marketing. Inaddition to enabling collaboration for brainstorming and developing marketing campaigns, video is a valuable tool for lead generation, product launches and demonstrations. Video conferencing platforms also enable the use of digital signage for delivering marketing messages.
  • Customer service. Live video can help customer support professionals resolve issues in real time. When customers have complex issues, video allows them to describe their problems clearly and agents to provide step-by-step instructions. Agents can also share video, text or graphical files that address common issues.
  • Manufacturing.Video inspections allow manufacturers to identify, diagnose and trouble shoot problems remotely. Video can also be used to monitor safety and security at manufacturing sites, and to improve coordination between suppliers, drivers and warehouse managers.

The pandemic drove massive adoption of video conferencing applications, but the business use of video will continue its upward trend long after the crisis has passed. Give us a call to explore the many innovative ways your organizations can use video to increase efficiency and innovation.