Zeus Kerravala
Zeus Kerravala is the founder and principal analyst with ZK Research. Kerravala provides a mix of tactical advice to help his...
Read Full Bio >>

Zeus Kerravala | November 15, 2010 |


Cisco’s Big Bet: The Democratization of Video

Cisco’s Big Bet: The Democratization of Video Cisco's drive to deliver video everywhere is well timed. The transition won't happen overnight, but video will be a mainstream collaboration tool sooner than people think.

Cisco's drive to deliver video everywhere is well timed. The transition won't happen overnight, but video will be a mainstream collaboration tool sooner than people think.

This week Cisco kicked off its annual collaboration summit and announced a number of products that support the company vision. There were many new product announcements (Eric's article posted earlier has all of the details) that support collaboration, with the main theme cutting through all of them being video. There's no one out there that should be surprised by this, as Cisco has repeatedly stated that video is the "new voice" since the company acquired video pure play vendor Tandberg.

This raises the obvious questions: Is video the new voice and, if so, why video and why now? We've all heard the proclamation in past years, that "this is the year of video!!" and it never happens. Think back to Y2K, 9/11, market crashes, etc. We talk about video and then it never happens. This time though, I do think it's different and for many reasons:

* Cultural barriers around video have finally fallen. Remember the days that people said, "Who would want a camera on a phone??" The answer is, teens that like to snap pics of anything and everything and immediately post them to Facebook. Then when YouTube came into our lives people asked, "Who would post videos of themselves??” The answer is, teens that like to see themselves on camera. Then we asked, "Who would want a Flip??" The answer is the same. Now the majority of people asking this question are old people that still prefer to use the phone and e-mail over social networking tools. Also, many of those teens and college kids that I referenced are now in the work place. This new current generation of workers and those in the future will expect it.

* Video is already everywhere. From a consumer perspective, we have near-pervasive video. Facebook, ichat, laptops, iPhone’s, Flips, digital cameras, YouTube, video blogs, Flikr, Apple TV, the Nintendo DSi, Xbox, Sprint’s EVO, Skype, etc. In case you hadn’t noticed, video is everywhere--except the workplace. In the work environment, we’ve been scared to deploy video and catered to the luddites that didn’t want it. But the younger generation will influence the collaboration tools we use like my generation did with email many, many years ago.

* Technology improvement. There should be no question that the video systems today are easier to use than previous generations. Cisco's been using the term "as easy to do as a phone call" but in many ways, video should be easier. Sure, point to point phone calls are easy, but three way calls, even multi party conferences with PIN codes and security codes are a hassle. Video should basically be click to call, or even easier, push to call.


Who's Who at Enterprise Connect


Featured This Week:
Sponsored By

April 24, 2014
Small centers are both excited and nervous about the new wave of innovation converging on them as major disruptive forces - cloud, mobile, big data and social - rock the contact center world. They rea...
April 9, 2014
Recent advances in cloud technology have given rise to wide variety of new tools designed to support contact center performance, staffing and reporting. Join us for a live webinar focused on helping c...
March 26, 2014
As more organizations are focused on maximizing customer experience as a key differentiator to stay ahead of the competition and customer expectations, the focus needs to be on interactions across mul...

Sign up to the No Jitter email newsletters

  • Catch up with the blogs, features and columns from No Jitter, the online community for the IP communications industry. Each Thursday, we'll send you a synopsis of the high-impact articles, podcasts and other material posted to No Jitter that week, with links for quick access.

  • A quick hit of original analysis by the experts who bring you Enterprise Connect, the leading event in Enterprise Communications & Collaboration. Each Wednesday, this enewsletter delivers to your email box a thought-provoking, objective take on the latest news and trends in the industry.

Your email address is required for membership. For details about the user information, please read the UBM Privacy Statement

As an added benefit, would you like to receive relevant 3rd party offers about new products/services and discounted offers via email? Yes

* = Required Field

No longer instrested? Unsubscribe here.