This year is set to be a big one for the enterprise video market as businesses continue to bake video into their workflows and harness AI to improve user experience.
At the forefront of this developing market is Vbrick. UC Today sat down with Vbrick CEO Paul Sparta to pick out six trends he expects to accelerate in 2023.
The Democratization of Video
The advancement of cloud computing has kickstarted the democratization of technology, with businesses of all sizes now able to utilize enterprise-grade tools in affordable subscription and consumption models.
However, Sparta said that trend has not yet bled into the enterprise video market to the same extent.
Video has become more critical to enterprises over the past few years, particularly with the explosion of hybrid working. This has seen video creation move beyond marketing departments for the first time. But, there are still some challenges to overcome, which Sparta expects to start happening this year.
“This trend is continually overhyped but hasn’t really come to fruition yet,” he explained. “People can do so much with video on their phones now, but it’s been held back in business.
“Businesses have to add governance which is incredibly unsexy, but they can’t have all this video without having some rules.”
Despite these challenges, Sparta does expect this democratization to develop this year, citing Loom and Webex’s work with Vidcast as examples of early success.
Aggregation
The democratization of video will be enabled partly through the growing trend of aggregation.
As enterprises produce more videos, they will need a system in place to collate them and make governance a simpler task.
“The biggest waste of video is in the endless hours of recorded conference calls,” Sparta said.
“There is so much undiscovered risk and undiscovered value, and you can’t unlock that value unless you have them all in the same place.
“This is where aggregation relates to Artificial Intelligence (AI). If you’re not aggregating your video, then you can’t transcribe it, which means you can’t search it, which means you can’t run any kind of intelligent analysis.”
This is critical in industries handling sensitive information, such as healthcare and financial services.
The explosion of data comes hand-in-hand with an increased need for governance and security, which enterprises will find difficult to achieve if they don’t have visibility of their entire video estate.
Sparta stressed that aggregation doesn’t necessarily mean having videos physically stored in the same place; it is more about making them manageable and accessible .
The acceleration of aggregation is crucial to driving two other trends: interoperability and the growing use of AI.
Demand for Interoperability
Interoperability is crucial to providing the aggregation Spata discussed above.
Collaboration platforms are effective for real-time communication and also for asynchronous communication through chat – but most of them do not prioritize video management as a key feature.
This means that, as organizations look to standardize on a collaboration platform as their central hub for work, video management can fall by the wayside.
