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The Modernization of Video Communications

The important role that video plays in digital communications has been clear for some time, and our benchmark research finds it to be one of the highest growth channels for communications in 35% of organizations. The demand for engaging and retaining customers continues to place pressure on organizations to be digitally effective in their communications, and video is a key part of this effectiveness. Using embedded video is now not just possible, but essential for organizations seeking to provide the experiences expected by the market.

While video has been a part of the technological evolution of UCaaS (unified communications as a service) and CPaaS (Communication Platform as a Service), the challenge has been for organizations to embed these capabilities within the applications and workflows that are used by the organization. Embedded video communications are also a critical component of the virtualization of operations in support of business continuity. These imperatives face challenges since the technology available in the market has not been designed to be embedded and has lacked the configurability and the APIs needed to support the architecture requirements of using methods like WebRTC. Accordingly, through 2022 one-half of organizations will determine that their technology for unified communications is ineffective for meeting business continuity needs and falls short in the open communications requirements for secured and seamless interactions across devices and people.


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About the Author


Mark Smith

CEO and Chief Research Officer
Ventana Research

Mark Smith, is the CEO and chief research officer of Ventana Research and drives the company’s global research agenda. Mark is an expert in enterprise software and business technology innovations including the business areas of customer experience, sales and marketing. Mark covers the digital technology innovation areas of artificial intelligence, business analytics, big data, bots and natural language processing, collaboration, Internet of Things, mobile technology and wearable computing.