SHARE



ABOUT THE AUTHOR


Eric Krapf
Eric Krapf is General Manager and Program Co-Chair for Enterprise Connect, the leading conference/exhibition and online events brand in the...
Read Full Bio >>
SHARE



Eric Krapf | May 14, 2008 |

 
   

The Emperor Has No Clothes: Does Telepresence Really Deserve a Premium?

The Emperor Has No Clothes: Does Telepresence Really Deserve a Premium? This guest post was written by Peter Brockmann, President of Brockmann & Company, a high tech marketing consulting company. Telepresence has really improved the video communications experience. High definition (HD) video conferencing has really improved the video communications experience. The life-sized, blur-free and crystal clear presentation of remote meeting participants, the directionally-synchronized artifact-free audio quality, excellent and flattering lighting placement, the clever mind-tricks of the curved furniture and simple session engagement mechanisms all make for an awesome, technology-transparent business meeting.

This guest post was written by Peter Brockmann, President of Brockmann & Company, a high tech marketing consulting company. Telepresence has really improved the video communications experience. High definition (HD) video conferencing has really improved the video communications experience. The life-sized, blur-free and crystal clear presentation of remote meeting participants, the directionally-synchronized artifact-free audio quality, excellent and flattering lighting placement, the clever mind-tricks of the curved furniture and simple session engagement mechanisms all make for an awesome, technology-transparent business meeting.

This guest post was written by Peter Brockmann, President of Brockmann & Company, a high tech marketing consulting company.

Telepresence has really improved the video communications experience. High definition (HD) video conferencing has really improved the video communications experience. The life-sized, blur-free and crystal clear presentation of remote meeting participants, the directionally-synchronized artifact-free audio quality, excellent and flattering lighting placement, the clever mind-tricks of the curved furniture and simple session engagement mechanisms all make for an awesome, technology-transparent business meeting.To help spur recognition for the quality improvement, many of the leading proponents in the market have also demonstrated their technology prowess at major venues in new and interesting ways. Cisco brought their telepresence offer to the main stage at VoiceCon in Orlando to show how it can easily support the travel weary CEO and Nobel-laureate former vice president in life-like remote keynote speeches. Nortel used their telepresence service capability to convene expert panels from around North America, Europe and Asia as part of the Fortune Green Conference in Pasadena. And, at Interop, LifeSize demonstrated how the tradeshow booth can become an interaction portal to company experts without the cost, carbon and hassle of business travel.

There has been a lot of prose written about the quality of the 'telepresence experience' as a distinct discontinuity from the legacy video conferencing experiences in this and other blogs. I don't doubt the huge improvement in experience quality, since it is perfectly consistent with my own recollections and experiences. But some pundits and vendors are making a big distinction between high definition (HD) video conferencing and telepresence, something that our research finds hard to justify.

First of all, there is a 6X to 9X price multiplier distinction between HD and telepresence equipment. For example, list price for a Cisco TelePresence 3000 room is $299,000 while the MSRP for the LifeSize Conference HD equipment is $39,999. This $260,000 gap buys an awful lot of monitors, lighting fixtures, wall treatments and furniture. Even Cisco's recently announced Personal TelePresence 500 system is listed at $33,900, compared to the HD-equivalent LifeSize Express at less than $5,000. Yes, it's true that these are not exactly the same pieces of equipment, but does Cisco's addition of a monitor and a light really explain a $28,900 premium in an executive system?

Users can't see a quality gap between telepresence and HD. In fact most see HD as higher quality than telepresence. In the Brockmann & Company report, The Perfect Storm: Why Video Conferencing Will Dominate Business Communications, more users told us that 'high definition' meant the highest level of quality than did users who thought 'telepresence' meant the highest quality. And in our recently published report, The Value of Video Communications, more users are impressed by being invited to an HD meeting with suppliers than an identical invitation to an immersive telepresence session.

Even still, both the telepresence experience and the HD video conferencing experience avoid the same amount of business travel, carbon dioxide emissions and make employees as productive as the other technology, so it's not that the telepresence system has a stronger business case than HD, just that it has a much higher price, something that the practical business user would agree is not justified.





COMMENTS



Enterprise Connect Orlando 2018
March 12-15 | Orlando, FL

Connect with the Entire Enterprise Communications & Collaboration Ecosystem


Stay Up-to-Date: Hear industry visionaries in Keynotes and General Sessions delivering the latest insight on UC, mobility, collaboration and cloud

Grow Your Network: Connect with the largest gathering of enterprise IT and business leaders and influencers

Learn From Industry Leaders: Attend a full range of Conference Sessions, Free Programs and Special Events

Evaluate All Your Options: Engage with 190+ of the leading equipment, software and service providers

Have Fun! Mingle with sponsors, exhibitors, attendees, guest speakers and industry players during evening receptions

Register now with code NOJITTEREB to save $200 Off Advance Rates or get a FREE Expo Pass!

November 1, 2017

Your customers (internal and external) demand that you offer them the ability to connect by any means. With the adoption of cloud communications tools you now have access to an expanded portfolio o

October 18, 2017

Microsofts recent Ignite event had some critically important announcements for enterprise communications. Namely, Microsofts new Team Collaboration offering, Teams, will be its primary communicatio

September 20, 2017

Customer experience can make or break your business. But how do you achieve outstanding customer service when you're dealing with outdated organizational structure, lagging technology, dated proces

October 23, 2017
Wondering which Office 365 collaboration tool to use when? Get quick pointers from CBT Nuggets instructor Simona Millham.
September 22, 2017
In this podcast, we explore the future of work with Robert Brown, AVP of the Cognizant Center for the Future of Work, who helps us answer the question, "What do we do when machines do everything?"
September 8, 2017
Greg Collins, a technology analyst and strategist with Exact Ventures, delivers a status report on 5G implementation plans and tells enterprises why they shouldn't wait to move ahead on potential use ....
August 25, 2017
Find out what business considerations are driving the SIP trunking market today, and learn a bit about how satisfied enterprises are with their providers. We talk with John Malone, president of The Ea....
August 16, 2017
World Vision U.S. is finding lots of goodness in RingCentral's cloud communications service, but as Randy Boyd, infrastructure architect at the global humanitarian nonprofit, tells us, he and his team....
August 11, 2017
Alicia Gee, director of unified communications at Sutter Physician Services, oversees the technical team supporting a 1,000-agent contact center running on Genesys PureConnect. She catches us up on th....
August 4, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, has lately been working on integrating enterprise communications into Internet of Things ecosystems. He shares examples and off....
July 27, 2017
Industry watcher Elka Popova, a Frost & Sullivan program director, shares her perspective on this acquisition, discussing Mitel's market positioning, why the move makes sense, and more.
July 14, 2017
Lantre Barr, founder and CEO of Blacc Spot Media, urges any enterprise that's been on the fence about integrating real-time communications into business workflows to jump off and get started. Tune and....
June 28, 2017
Communications expert Tsahi Levent-Levi, author of the popular BlogGeek.me blog, keeps a running tally and comprehensive overview of communications platform-as-a-service offerings in his "Choosing a W....
June 9, 2017
If you think telecom expense management applies to nothing more than business phone lines, think again. Hyoun Park, founder and principal investigator with technology advisory Amalgam Insights, tells ....
June 2, 2017
Enterprises strategizing on mobility today, including for internal collaboration, don't have the luxury of learning as they go. Tony Rizzo, enterprise mobility specialist with Blue Hill Research, expl....
May 24, 2017
Mark Winther, head of IDC's global telecom consulting practice, gives us his take on how CPaaS providers evolve beyond the basic building blocks and address maturing enterprise needs.
May 18, 2017
Diane Myers, senior research director at IHS Markit, walks us through her 2017 UC-as-a-service report... and shares what might be to come in 2018.
April 28, 2017
Change isn't easy, but it is necessary. Tune in for advice and perspective from Zeus Kerravala, co-author of a "Digital Transformation for Dummies" special edition.
April 20, 2017
Robin Gareiss, president of Nemertes Research, shares insight gleaned from the firm's 12th annual UCC Total Cost of Operations study.
March 23, 2017
Tim Banting, of Current Analysis, gives us a peek into what the next three years will bring in advance of his Enterprise Connect session exploring the question: Will there be a new model for enterpris....
March 15, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, discusses the evolving role of the all-important session border controller.
March 9, 2017
Organizer Alan Quayle gives us the lowdown on programmable communications and all you need to know about participating in this pre-Enterprise Connect hackathon.
March 3, 2017
From protecting against new vulnerabilities to keeping security assessments up to date, security consultant Mark Collier shares tips on how best to protect your UC systems.
February 24, 2017
UC analyst Blair Pleasant sorts through the myriad cloud architectural models underlying UCaaS and CCaaS offerings, and explains why knowing the differences matter.
February 17, 2017
From the most basics of basics to the hidden gotchas, UC consultant Melissa Swartz helps demystify the complex world of SIP trunking.
February 7, 2017
UC&C consultant Kevin Kieller, a partner at enableUC, shares pointers for making the right architectural choices for your Skype for Business deployment.
February 1, 2017
Elka Popova, a Frost & Sullivan program director, shares a status report on the UCaaS market today and offers her perspective on what large enterprises need before committing to UC in the cloud.
January 26, 2017
Andrew Davis, co-founder of Wainhouse Research and chair of the Video track at Enterprise Connect 2017, sorts through the myriad cloud video service options and shares how to tell if your choice is en....
January 23, 2017
Sheila McGee-Smith, Contact Center/Customer Experience track chair for Enterprise Connect 2017, tells us what we need to know about the role cloud software is playing in contact centers today.