BUSINESS INTERVIEW Go vertical with video
Addressing the specific needs of vertical markets will put resellers in the frame for significant growth in the video conferencing space, according to Tim Stone, VP of EMEA Marketing, Polycom.
V
ertical markets represent a high growth opportunity for video solutions
across a range of sectors, prompted, in the main, by recessionary pressures that drove many organisations to invest in collaboration tools, particularly video conferencing, as a means of reducing travel time and costs. Now, many organisations have embraced the productivity and collaboration benefits that go hand-in-hand with the cost savings. “These trends are likely to gain more and more traction, providing more opportunities for the channel,” noted Stone. “By understanding the needs of each particular vertical sector resellers are in an optimum position to maximise these opportunities.”
There are many different vertical sectors and each has its own unique challenges, therefore it can be hard for sales teams to completely understand customer issues. To address this challenge Polycom has industry teams that help with advice and sales tools to position video solutions that solve specific business process challenges within each industry. “The main challenge for resellers in the education and health vertical markets is convincing customers of
the potential cost savings of video collaboration,” added Stone. “They are also keen to have RoI translated into their own language. It’s great to be able to break down results into relevant metrics, such as students on courses or lives saved.”
Looking at two vertical sectors in more depth: Healthcare organisations are under pressure to reduce costs and deliver the best possible patient care with the available resources. At the same time they’re challenged by an ageing population. This has led them to embrace video solutions as a means of improving patient care and enabling better communication, as well as reducing costs. In the education sector, universities are trying to attract talent from all over the world and video helps them by enabling students to learn without having to travel.
Some of the best opportunities lie in the healthcare and education sectors, noted Stone, and Polycom is seeing innovative uses of collaboration here. Many hospitals are now using video conferencing to diagnose patients and to provide treatment. NHS Cumbria and Lancashire for example has a ‘telestroke’ service (stroke patient
Tim Stone
consultation via video) which improves the speed of patient diagnosis, saving lives and freeing up hospital beds. Video solutions in education enable organisations to increase their reach to students, but also improve learning. Video- based learning as opposed to non-visual learning increases retention by 400 per cent according to the Visual Teaching Alliance. “Schools can use video to take students on virtual field trips and collaborate with other students across the world, increasing engagement for the students and improving learning outcomes,” added Stone.
Also, central and local government can benefit greatly from video conferencing. Here it’s all about doing more with less and improving communications. “Video helps reduce costs and carbon emissions, helping
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governments comply with budgetary and environmental mandates,” commented Stone. “There are also great opportunities for resellers in manufacturing where video conferencing can improve process efficiencies to drive competitive advantage, and in the financial sector where organisations use the technology to find new ways to innovate and interact with markets and customers.”
Resellers should take advantage of opportunities provided by vendors to learn more about specific industries, urged Stone. It’s also important to highlight to vertical customers the potential applications of video conferencing in their organisation, and provide evidence of the benefits similar customers have seen. There are lots of innovative ways vertical organisations are combining traditional room systems with desktop and mobile
video conferencing to suit their particular needs, which are often very different to an enterprise.
Last year Polycom combined its various channel partner programmes into one umbrella programme, the Polycom Partner Network, to align its strategy with the needs of the market. “This move enabled us to provide better support to our channel partners and to align our programmes to better address their business needs,” commented Stone. “For example, we have dedicated Channel Business Managers trained in business and finance who can advise our resellers on existing opportunities across vertical industries such as healthcare, education, government, manufacturing, financial services, media and entertainment. Polycom also runs regular events and forums that enable us to share best practices.”
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