SHARE



ABOUT THE AUTHOR


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 >>
SHARE



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.





COMMENTS



July 12, 2017

Enterprises have been migrating Unified Communications & Collaboration applications to datacenters - private clouds - for the past few years. With this move comes the opportunity to leverage da

May 31, 2017

In the days of old, people in suits used to meet at a boardroom table to update each other on their work. Including a remote colleague meant setting a conference phone on the table for in-person pa

April 19, 2017

Now more than ever, enterprise contact centers have a unique opportunity to lead the way towards complete, digital transformation. Moving your contact center to the cloud is a starting point, quick

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.