VIDEO communications is expected to grow in importance in 2014, given the widespread use of mobile devices, vast improvements in telecommunications networks and a wide range of supporting software, especially mobile apps.
In fact, unified communications and collaboration systems provider, Avaya has even gone so far as to say that “video will be the next voice”’. In other words, it is implying that video conferencing will evolve to become as important as audio conference calls are to businesses today.
“Video will come to be recognised as a real cost saving tool,” says Mohd Rasidan Mohd Taher, country director for Avaya (Malaysia) Sdn Bhd. “In 2014, we will truly see businesses realising the cost and productivity benefits of video solutions.”
According to him, video has definitely moved into the mainstream market, and is no longer reserved only for office-based businesses, but is even permeating vertical industries such as retail.
With the improved accessibility and affordability of video solutions, Rasidan sees video communications as being not just accessible to top level executives, but rather to every member within an organisation.
“We’re starting to see a true democratisation of video,” he says. “Companies across Asia Pacific are embracing video solutions to accelerate decision making, connect remote workers with their colleagues and drive closer collaboration on multinational projects.
Viable communication channel
This move from an audio-only communication system to one that uses video is to Rasidan a natural progression for businesses.
“The payback in terms of travel avoidance, productivity gains and employee engagement can be measured in months rather than years,” he says.
Wider use of video communications in a corporate setting is expected to have a significant impact on both B2B (business to business) and B2C (business to consumer) relations.
“Real time video conferencing from any device with rich content sharing, full interoperability with room based systems at a low band is revolutionising the way companies do business,” Rasidan says.
Meanwhile, he says video solutions enhances how organisations can relate to consumers, especially in the area of customer service as it builds greater trust between both parties.
“Video communications helps businesses collaborate directly with their customers using interactive and visual communications, providing faster response and resolution times for the customer, and diminished costs for the business.”
This would eventually lead to establishment of what Rasidan terms as next generation contact centres where consumers can benefit from a multi-channel support system.
“A business must have the capability to allow its customers to move seamlessly from one channel to another without losing the thread of interaction, providing them with a consistent service across all channels,” he points out.
Rasidan notes that there has been a growing interest in implementing video collaboration tools amongst Malaysian small and medium enterprises (SMEs) of late.
“They are recognising the benefits of a secure collaboration system that not only lets their employees come face-to-face with customers remotely at lower costs, but also safeguards sensitive data and a company’s intellectual property,” he says.
On the whole, Rasidan believes that the shift towards more video centric business communications has been brought about by the growing size of a young working population within the nation.
“They demand mobility and the BYOD (bring your own device) culture as a standard,” he explains.
A recent study by PricewaterhouseCoopers (PwC) supports his view, as it states that 31% of Malaysian workers view flexible working arrangements as a key driver to job satisfaction. IDC has also estimated that around 40% of employees in Asia Pacific will be mobile workers by 2015.
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