Videoconferencing in the cloud

Business collaboration is en route to new heights, says Wayne Mason

Users are gaining confidence in cloud services and applications. Videoconferencing-as-a-service (VCaaS) is now available, which reduces the infrastructure cost and maintenance issues that have long proved a sticking point for many businesses considering adoption.

The benefits of videoconferencing are clear, including reduced travel times and improved workforce productivity, as well as better global connections and accessibility.

The rise of VCaaS and cloud video means resellers now have a key role to play in educating businesses about taking advantage of video.

The business value of traditional face-to-face communication cannot be underestimated, and with more of us working on the move and across different time zones and locations, this can be harder to achieve.

Studies have suggested there is a rise in response rates, sales and customer loyalty when people having a conversation can actually see each other. Staff working remotely can feel more engaged and productive.

Many organisations may want to address this by introducing mobile videoconferencing and some will want to integrate videoconferencing with a unified communication platform that also includes things such as social media, instant messaging, email and other tools.

This will also take advantage of the way the so-called Millennial generation of staff wants to communicate and collaborate.

Yet many customers cannot get to grips with the sheer number and type of options available.

Perceptions of cloud-based video services may have been tarnished by the quality of free web-based video calling. However, many of those apps were never meant to be business grade.

Firms need to ensure they source the right solution for their business. Also, if it seems too good to be true it probably is.

Wayne Mason is event director and head of group products and marketing at Imago Group