MARKET VIEW age in all market sectors
a major driver,” noted Colin Mann, Head of Marketing UK & Ireland, Aastra. “Another key growth area is the contact centre market which is experiencing increasing engagement with customers using social media and rich media including video.”
According to independent analyst firm Frost & Sullivan, today only around 15 per cent of the total penetrable market in Europe has been addressed. This means that there is still a large target market available representing customers that could have a realistic interest in video collaboration technology. Frost & Sullivan states that the market for video conferencing and telepresence end points in Europe will grow from around $500 million today to $956.4 million by 2016, a compound annual growth rate of 15.1 per cent and increasing the European share of the global market from 23.7 per cent to 25 per cent. “The analysis by Frost & Sullivan reveals that today the installed base of video devices is still
dominated by room systems but that desktop solutions will increase as a proportion of market share over the coming years,” noted Mann.
This transition is also reflected by the fact that Frost & Sullivan forecasts that the average price by unit will decrease. “At Aastra we believe that this is good news for the channel,” added Mann. “The video market will move away from large specialist systems into desktop and mobile solutions, and it also means that video becomes a technology that a SME might buy. Our experience is that customers buy video collaboration as an integrated part of an overall UC strategy incorporating instant messaging, presence management and unified messaging solutions into one overall picture.”
A major factor driving video is the increased capacity of most networks and the improved ability in recent years to be able to segment and manage voice and data traffic. The growth of video will also be positively
influenced by the transition of companies through today’s largely hybrid networks into IP environments. With the infrastructure now available the added value benefits of video can start to be realised by companies. “These benefits include more effective communication. People remember 30 per cent of what they hear, 20 per cent of what they see and 50 per cent of what they see and hear,” said Mann. “However, people remember 70 per cent of what they hear, see and discuss. This is one example of a key benefit for video collaboration.”
The combination of better network infrastructure with a choice of room, desktop, PC, tablet and smartphone video collaboration solutions means that the technology has come of age, however, says Mann, we should not see video as the app to end all apps. “But, where it has strategic relevance to a business then the match of the technology to the needs of the customer make video a strong opportunity,” he said. “That is one of the
reasons why we recommend developing a clear sales and marketing approach to the market as it will increase the likelihood of success.”
Video collaboration didn’t exist in distributor NeoWave’s organisation until one year ago. Now it’s a major part of the business with its last quarterly figures for sales exceeding forecasts by 50 per cent. “The new hosted video proposition we launched three months ago has been well received by resellers and end users, and we see the growth of hosted video services on a variety of personal devices being a key driver,” explained Margaret Brewer, General Manager, NeoWave. “With better broadband speeds and 4G the market is about to change, especially as companies have to find smarter ways to work to keep pace. Six months ago we were trialling one proof of concept a month, we are currently trialling seven and gearing up for more trials. Cost is a key driver. Travel costs have dramatically increased and it’s one way of
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WORKING TOGETHER FOR CHILDREN’S HEALTH
COMMS DEALER JULY 2013 47
keeping in touch without the need to travel. The increase in home workers indicates another way to work smarter and be a part of the team wherever you are.”
The development of software based video applications for mobile devices and the rapid adoption smartphones and tablets (BYOD) is now driving the demand for video content. And the increasing bandwidth and onset of 4G is only going to help increase the demand for video-based applications such as VC as an integral part of UC. “The development of software based VC applications address the issues of bandwidth, quality, and more importantly makes it available to the wider market,” added Brewer. “It’s this potential that will see video finally being realised and delivered to a greater user base other than just enterprise. As resellers begin to find out how easy it is to deploy video conferencing and how useful it will be in their portfolio I am sure that they will also embrace the offer.”
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