The Inter-Company Telepresence & Video Conferencing Handbook

  • The Human Productivity Lab
  • Brockmann and Company
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Video conferencing had been relegated to the corners of the enterprise market for the past four decades, primarily as a communications service suitable for enthusiasts but not really ready for prime time. In recent years, that practice has changed dramatically. The introduction of HD cameras, codecs and low cost high speed networks defined an expectation for performance.

It was the introduction of telepresence that showed the power of quality and the need for a natural, elegant and immersive experience. Now that airlines are regularly failing - more than 25 in 2008 alone - and users have broken the 'must travel to meet' expectation, the technical, operational and cultural hurdles of enabling inter-company telepresence and video conferencing need to be understood and overcome. This handbook, the first of its kind, is a comprehensive overview of these issues and includes six industry best practices that will enable your organization to connect with customers, partners and suppliers while reducing the hard, soft and opportunity costs of doing business.

Key findings include:
  • Economic, geopolitical and public health realities are driving the case for inter-company telepresence and effective visual collaboration as air travel becomes more costly and inefficient
  • The higher quality end-user experience of telepresence coupled with capable tools for data collaboration are providing an acceptable alternative for many face-to-face meetings
  • Telepresence equipment and network interoperability remains a major stumbling block towards widespread inter-company telepresence service adoption
  • The need for quality video connections with partners, vendors and customers can be enabled through dedicated video overlay networks and telepresence and video conferencing exchanges which specialize in connecting disparate networks
  • Security concerns will compel many companies to invest in premium services
  • The cultural and operational issues around inter-company telepresence are as important to understand and address as the technical issues
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7 Comments

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This is a fabulous resource! Many thanks to Howard Lichtman and Peter Brockmann for sharing this extensive guide.

The INTER-company focus is particularly important in that intra-company capabilities can be much simpler since they may very well all come for the same vendor. However, in this time of rapid mergers and acquisitions, many of the inter-company issues will rapidly become relevant intra-company if the two merged companies have chosen different suppliers.

I find it particularly useful in that it spans a wide range of issues from the fundamental business case to a rather detailed discussion of technical issues to Best Practices for implementation.

I also particularly like the tables that cross-reference interoperability of equipment from a range of vendors.

Do you have an estimate of the current use of inter-company as compared to intra-company telepresence and video conferencing use?

Hi Steve:
In the report Video Communications 2.0 we show the frequencies of use of the various video communications technologies - immersive telepresence, room video, executive video systems, PC video conferencing - comparing our panel participants in 2007 and those in 2009. Significantly, 55% of sessions involve customers, suppliers or partners which is about the same as the practice in 2007.

Probably more important, is that the adoption of video communications has grown significantly, especially in the travel-restricted, recessionary fiscal environment we live in today. Users in 2009 are participating in 2.6 x more video conferences than they did in 2007, representing the lion's share of the growth in frequency of collaboration (including face-to-face, web conferences, audio conferences and video conferences of all types) over the past two years.

What do you see as the three most important barriers to the immediate adoption of inter-company conferencing?

In the Handbook, we discuss five barriers namely performance, security, interoperability, operational and cultural. The easiest ones to solve are really security and performance since you can throw bandwidth (and bandwidth quality with tight SLAs on jitter and discards) at the application to improve the performance. Security can be handled through the use of SBCs and various signaling and streaming encryption options. Most endpoints ship today with the option for encryption. Both of these roadblocks involve the WAN and Security teams of the company and the video professional is usually completely in their hands on overcoming these barriers.

That leaves interoperability, operational and cultural. To me, interoperability is the third biggest, because it can be solved only when the vendors collaborate to make it so. Sometimes, especially at the high end of the marketplace, the gear from one vendor doesn't work all that well when connected to the gear from another. This is described in our Interoperability Table in the Handbook (Table 7, p23).

Operational barriers refer to the little things that prevent people from doing what they want and need to do. It can be as trivial an issue as the fact that my company uses Outlook to schedule video rooms, while yours uses Notes. How does a user in Company A reserve a video room in Company B? How does a administrative assistant in Company A see the inventory of available rooms of Company B? Operational issues like this one is a pain that can only be addressed somewhat manually. My admin calls your admin and hashes it out on the phone; or my admin sends an email to my video managed service provider (VMSP) who coordinates with company B's VMSP.

The greatest barrier though, is the cultural challenge. Here we have to change not only user behavior (book a video room instead of an airplane/hotel/rental car), but both manager and customer, partner and or supplier expectations. That, sadly, is a tall order. Not impossible, but tall indeed. In the great hierarchy of meeting importance and people's expectations, it is important to mix up the hierarchy and show that a video meeting, or a telepresence meeting (even rentals of telepresence suites are lots cheaper than most business trips) is better than a face-to-face. Not only cheaper, but more productive for both the customer and the sales organization. That's why the Handbook includes recommendations on how exactly you can change the cultural expectations.

The interoperability table is extremely useful.

Can you comment on the extent to which in today's environment the various standards/specifications are sufficient for successful implementation as compared to alliances of vendors to ensure interoperability?

Also, what is the state of there being one or more organizations that provide interoperability certification?

In video communications, alliances of vendors never really developed. Not like the HD-DVD vs BluRay, or VHS vs Beta or X2 vs K56. I think that's because there are so few vendors with entrenched distribution channels. Well, Cisco believes that the standards today are not sufficient.

They created and are licensing the Telepresence Interoperability Protocol (TIP) for free - to extend standards in support of better user experiences when engaging others using other vendors' endpoints. Frankly, the goal is to make the table 7 of the Handbook obsolete through automating and perfecting the interoperability of disparate video systems. A worthy goal for sure!

I haven't seen any demand for an independent interoperability testing outfit. That's probably because the vendors are so few (so the economics are weak) and the standards quite robust.

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