The Video Game

Video capabilities have improved significantly in recent years, and so too have the potential uses for this dynamic tool.

Survey after survey, video consumption only continues to rise. Video content is proving more readily consumed than print—even CIOs prefer a quick video when given the option. In fact, according to a recent Accenture survey, the numbers tell a compelling story. Watching user-generated content grew 5 percent from 2012 to 2013, and 78 percent of people watch online videos once a week with 55 percent watching daily. 

As video has steadily climbed into its current level of acceptance, video conferencing has been on an equally steady climb for its ability to lend a face-to-face experience to otherwise geographically dispersed individuals. And, adding mobile video capabilities to the mix further intensifies video’s potential utilization. 

Putting all that together—the allure of video, the interactivity of conferencing and the power of mobility—and the possible effects are impressive. Just consider a few compelling applications:

Dynamic training: Using mobile video in particular can play a significant role in documenting processes within the manufacturing as well as service field environments. This is especially important as highly skilled baby boomers retire. Video conferencing with new hires coupled with recording and archiving can serve as a training tool as the next generation enters the workspace to take over. The same is true for documenting quality control processes to ensure consistency across the board with operators. Much like documenting processes, dynamic video conferencing can prove to be a powerful on-the-job training tool useful when an organization is trying to maintain consistency in its offering across numerous locations. 

Quick presentations: Video is an exceptional tool for creating quick presentations for an array of industries.  Consider, for example, those within the retail or hospitality industries. For instance, a tech savvy restaurant can leverage mobile video to capture the chef talking about an evening’s special. This way the creator’s passion can come through to the tablet-based menu as diners make selections. Much like distance training this type of presentation coupled with video conferencing could be a great way for one chef to share his creation with the other 300 restaurants in a chain.  Within the retail space, video can help improve kiosk environments by offering advice on creative uses or discuss complimentary products. Integrating both online and in-house generated video as part of a marketing presentation is another key use. This is echoed by the Accenture survey results with 81 percent of senior marketing executives citing its significance.

Multimedia notices: It’s not always convenient to hold a video conference, especially if you have a message that needs to go out to a larger group of people. However that doesn’t eliminate the use of video. If the goal is to send along an update—such as discussing the rationale behind a change in a service offering—it’s possible to leverage the intimacy that comes from face-to-face interactions with a video recorded message. Video is also a key way for managers to maintain “face time” with team members and strategic partners dispersed across the globe. After all, with personnel spread across 12 time zones it can be otherwise difficult to maintain intimacy.

Simply put, video—whether static, interactive or mobile—can have a significant effect on keeping an organization connected and competitive. The list of potential uses is only limited by the users’ creativity.  To maximize the outcome, IT should encourage experimentation and sharing.

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