video market dynamics - henry dewing and phil karcher of forrester

© 2011 Forrester Research, Inc. Reproduction Prohibited1 © 2009 Forrester Research, Inc. Reproduction Prohibited

Video Market Dynamics

Henry Dewing

Principal Analyst

Phil Karcher

Researcher

March 9, 2011

© 2011 Forrester Research, Inc. Reproduction Prohibited2

Video is a high or critical priority for nearly half of companies in 2011

“Which of the following initiatives are likely to be your IT

organization’s top technology priorities over the next 12 months?”

Base: 2,612 IT decision makers

Source: Forrsights Budgets And Priorities Tracker Survey, Q4 2010

Implement or expand use of videoconferencing,

video analysis, and other video technologies

Low

priority

38%

High

priority

35%

Not on our

agenda

15%

Critical

priority

12%


Most companies have implemented or plan to implement videoconferencing technologies

28%

19%

17%

16%

20%

27%

19%

41%

28%

Immersive videoconferencing

Room-based videoconferencing

Desktop videoconferencing

“What are your firm’s plans to adopt the following technologies?”

Implemented

Planning

Interested

Base: 2,612 IT decision makers

Source: Forrsights Budgets And Priorities Tracker Survey, Q4 2010


Most companies have implemented or plan to implement videoconferencing technologies


Yin and Yang of Video Solutions Buyers

Business Mangers

and

Users

Network

Administrators

and

Technology Buyers


Broader trends are pushing video adoption

Tablets and smartphones increase the number of touch points for video

Video continues to be integrated into other parts of the collaboration toolkit

The distributed workforce uses video to stay connected

SaaS and managed service models allows buyers to easily try and buy

video solutions

Consumer video use drives cultural, behavioral change


Business video usage will approach consumer penetration levels


Executives and managers are driving demand for, and use of, video today

Consumerization

Executive and

manager –driven


Desktop video is mostly an upper management tool


Forrester’s TechRadar: Video In The Enterprise


Access is paltry but there is some willingness to try


Access and lack of necessity are the main inhibitors

Room-based Desktop

My company does not provide the

tool for me to use42% 48%

It is not something that I find

necessary to accomplish my job35% 34%

I have not received adequate

training to properly use the tool4% 3%

It would be too difficult and time-

consuming for me to use the tool 2% 1%

None of my colleagues use the tool 11% 10%

I have an alternative that is just as

effective for me to use4% 3%

None of these/another reason 11% 10%

Base: US, Canadian, and UK information workers at companies with 100 or more employees who are currently not

using the tools listed above

Source: Workforce Technographics®, US, Canada, and UK Survey, Q3 2009

“You mentioned that you do not use the following tools at your job. Why?”


Workers use desktop video for meetings and training


IT faces a number of obstacles

Selling the benefits – or holding off early adopter BUs

Establishing a funding model

Wading through complex deployments – bandwidth QoS

Mitigating technology risk

Measuring quality of experience

Training users – not just how to use, but when and why too


To push adoption forward vendors need to

Deliver video onto desktops to drive familiarity

Deliver higher quality experiences with current technologies

- and the tools to measure the experience

Mitigate the technology risks of investment

Do a better job of selling and measuring the benefits

Help companies identify applicable use cases

Pursue not only management buy-in, but management commitment to

nurture scenarios


Services will be a critical delivery capability

© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

Henry Dewing

[email protected]

www.forrester.com

Phil Karcher

[email protected]

www.forrester.com

video market dynamics - henry dewing and phil karcher of forrester

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