David J. Danto
Principal
Consultant, Collaboration/ AV / Multimedia / Video / UC
Dimension Data
Director of
Emerging Technology
Interactive
Multimedia & Collaborative Communications Alliance
eMail:
David.Danto@DimensionData.com Follow Video &
Technology Industry News: @NJDavidD
(Read David’s Bio) (See
David’s CV) (Read David’s Other Blogs & Articles)
The
“Good Enough” Mentality in Visual Communications – Think Fred!
Think
about the last time you went shopping for a car. You probably had a
pretty good idea of the type of car you wanted – size, features, etc. You
also probably had an idea of how much cars like that cost. Sure, you’d
negotiate and try to make a good deal, but you didn’t have any expectations of
walking out of the dealership with your desired car for free.
Just imagine what would you have to sacrifice on that car
to take it home for nothing or close to nothing? It would probably be one
of those “guaranteed price for any trade-in” cars that someone recently pushed
down the street to the dealership. It would probably have no radio, no
breaks, no airbags…probably no engine either. You’d have to get around
like Fred Flintstone did - dropping his feet through the open floor and getting
up to a good running speed.
It’s a pretty good bet that none of us buy cars with
those sorts of price expectations, or are willing to make that many sacrifices
in reliability and features, yet many organizations today are looking at visual
communications products with just that mentality. “We don’t need to
invest in reliable hardware and/or software - we can just use a free
program.” “We don’t need to invest in a reliable network - we can just
run everything over the free internet.”
Now I’m not referring to personal use video – like when
I’m on a business trip and want to say hi to my kids and find out how they did
in school. Free internet video is just great for that. Odds are
that I would simply not use video in that circumstance if it weren’t
free.
I’m referring to businesses and professional
organizations. From SMBs just starting to use
visual collaboration tools up to enormous Fortune 500 firms - including some
that were designated “too big to fail.” Some of these firms and the IT
managers that work there have either seriously considered “free consumer video”
applications for their enterprises or have already begun projects to switch
over to them.
If you’re asking what is wrong with this, “Think Fred”
pedaling with his feet out of the bottom of the car – you get what you pay for.
The history of the visual communications industry has
clearly shown that in order to achieve any consistent adoption, positive ROI,
or other actual benefit from video technology the experiences have to be
reliable. People expect video communications to have good quality, ease
of use, a high probability of making a successful connection on the first try
and then keeping that connection for the duration of the call.
Free internet video does not rise to achieve any of those
goals. When the call doesn’t connect or becomes so poor after a few
minutes that it’s unusable we often don’t care. We’ll see our kids
tomorrow or call on the phone if needed. How do you explain that to
your firm’s remote location when they had to review products with you for
decisions needed today? How do you explain that to your co-worker that
needs data for a project? Even scarier, how do you explain that to your
CEO when his customer call just dropped for no reason?
If we look objectively at available solutions in the
visual communications space, we’ll see a large menu of choices, each with
plusses and minuses. Free internet video is clearly at the bottom of the
list – with users getting exactly what they paid for. Up a bit from that
are video enabled collaboration and UC suites.
These are typically very good for establishing a “face to name” alongside
content that is the point of the presentation. The lower quality and
lower bandwidth requirement are also ideal for participating from a remote
location (like a hotel or airport) where the network stability may not be
guaranteed. But if a user or salesperson tries to tell you that the video
conferencing engines in these suites are “good enough” for extended enterprise
quality video collaboration between people - then here again you have to “Think
Fred.” Postage stamp sized video stretched over a PC desktop which is
relying on a single processor that may be simultaneously crunching numbers,
providing market data, doing email and lord knows what else is not a reliable
platform on which to risk important, extended length video collaboration.
In order to achieve the quality and reliability needed
for true enterprise grade communications we move up the menu some more and look
at a hardware or software product created specifically for that purpose.
These products have advanced algorithms that optimize the video, they have
appropriate management tools to obtain usage metrics and report anomalies and
outages, and they have teams of product engineers hard at work to bring you the
next generation of advancements.
Finally, at the top of the menu we also need to omit the
software based applications that utilize a shared use, general PC or tablet
processor – today anyway. Visual collaboration systems such as these are
only as reliable as that processor – not just what it’s doing as above, but the
design, quality, speed, etc. - things that vary from device to device and user
to user. While these systems have made tremendous improvements and
represent nearly 100% of the mobile video market today I still wouldn’t
recommend them for applications such as a firm’s C-suite or an essential
services network. No matter what you think of the application, if it is
on a device that we know we have had to recently reset (through no fault of the
application) then Murphy’s Law dictates that such a crash and reset will take
place at the time of your critical call. The guaranteed performance and
continuous monitoring of dedicated hardware is still the only option I’d hang
my reputation on for any mission critical application.
All of this however needs to be understood in the context
of the “Collaborative Conferencing Continuum” as I’ve written about
before. There is no one right or wrong answer. One has to utilize a
broad array of interoperable tools and systems to achieve ubiquitous and
pervasive video. You have to identify the best solutions to meet your
real needs. 99% of the time the answer is to create a communication and
collaboration ecosystem using multiple types of systems all working together –
what I call “The Right Blend.” This could include free internet video –
but only when you need to communicate with a firm or individual where that is
their only option. You have to ensure that your visual communications
ecosystem has a gateway or other solution that enables these uses too.
Just be sure to tell that firm to “Think Fred” when your call is over.
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This
article was written by David Danto and contains solely his own,
personal opinions. David has over 30 years of experience providing problem
solving leadership and innovation in media and unified communications
technologies for various firms in the corporate, broadcasting and academic
worlds including AT&T, Bloomberg LP, FNN, Morgan
Stanley, NYU, Lehman Brothers and JP Morgan Chase. He now works with Dimension Data as their Principal
Consultant for the collaboration, multimedia, video and AV disciplines. He is
also the IMCCA’s Director of
Emerging Technology. David can be reached at David.Danto@Dimensiondata.com
or DDanto@imcca.org and his full bio and
other blogs and articles can be seen at Danto.info. Please reach-out to David if you would like
to discuss how he can help your organization solve problems or develop a
future-proof collaboration strategy.