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OVCC Presents B2B Video Interoperability Market Results

March 14, 2014 | Telepresence Options


Study, webinar and Enterprise Connect panel capture market findings, OVCC plans, and recommendations to drive B2B video adoption.

A new market study of the business-to-business video market identifies the barriers and drivers for mainstream B2B video collaboration, and reinforces OVCC plans to open practical paths to video adoption. An Open Visual Communications Consortium study, "Market State of B2B Video Communication," is available for download.

The OVCC-commissioned survey conducted by Forrester Consulting polled nearly 700 B2B decision-makers, IT professionals and end users on inter-company video use.

"The survey quantifies video adoption interest and pain points in the enterprise and corroborates the OVCC decision to deliver a global dialing plan and registry this year. These features simplify using video between companies and should increase video usage," said Andrew McFadzen, OVCC president. "The market responses also help us fine-tune the OVCC road map to address the unique perspectives and needs of IT pros, business decision-makers and end users."

Key survey findings include:

  • Information workers want to use video communications
  • Inter-company video is perceived as too hard to use, yet workers like video when they use it
  • IT professionals need to know video communications are secure and do not threaten corporate firewalls
  • Specific use cases persuade IT, business decision-makers and end users of the value of video

Survey respondents indicated that IT needs to know bandwidth, interoperability and reliability are available now for video. The end users need to be able to make video calls easily, with reliable service, to overcome their perception that video is cumbersome and does not fit into their work environment.

OVCC members have addressed interoperability issues at the network and service provider levels, establishing an unprecedented interconnect network for inter-company video connections. OVCC members are now engaged in providing end users and IT departments with more benefits that align with many findings in the study, including:

  • OVCC Release 1.5 introduces ad-hoc video calling to multi-point bridges to enable inter-company video use on-demand or based on end users' schedules, better addressing end users' business processes and eliminating reservation requirements for conferencing resources. OVCC compliant service providers will begin to support ad-hoc dialing in the coming months.
  • An OVCC certification program for OVCC compliant technology and services providers will launch this year, providing increased assurances to IT and business decision-makers of interoperability and reliability, as well as providing service providers and technology providers with certification options that ultimately lead to a better B2B video experience for end users.
  • The OVCC framework has always been built around secure network transport through the use of Multiprotocol Label Switching (MPLS) virtual private networks (VPN), and the support of encryption to provide enterprise level security for video communications. OVCC member customers, namely IT and business decision-makers, can be assured that OVCC compliant services are secure.
  • OVCC Release 2.0, pending in 2014, adds a global dial plan and registry to OVCC compliant services, making it nearly as easy to make video calls between companies as it is to make voice calls. The survey found that end users who have used video see a business value in collaboration.

According to the study, video is usually purchased by IT, championed by decision-makers and used by information workers. The industry needs to address each party's perspective to drive adoption. Video isn't newfangled or unreliable, but until video calling is easier to do, it is still perceived by all parties as more difficult to use or support than telephone communications.

Free Webinar

The OVCC group will host a free public webinar regarding drivers for video adoption, obstacles to broad-based video deployment, and direction on how to adapt to changing requirements for video collaboration services. Register�for "Driving B2B Video Communication" with Andrew McFadzen, OVCC president, and Henry Dewing, Forrester Research principal analyst, scheduled for March 26, 2014, at 11 a.m. Eastern.

OVCC Panel at Enterprise Connect

A panel of OVCC members will present the results of the survey, including barriers and drivers for B2B video adoption and the OVCC plans to address those industry needs, during �"Understanding B2B Video Communications"�March 19, 2014, at 1:30 p.m. Panel participants include OVCC representatives from Verizon, Polycom and Tata Communications, and will be moderated by Dewing.

About OVCC

Open Visual Communications Consortium is a group of global video exchange providers, network providers and equipment manufacturers that have united to expand video communications and simplify video calls. OVCC members will create multi-vendor, multi-network specifications offering a technical blueprint and business model to support the full spectrum of video systems, from immersive telepresence and room-based systems, to high definition and standard definition, and from desktop clients to mobile devices. Join�the OVCC by visiting us at

Open Visual Communications Consortium is a non-profit organization under Section 501(c)(6) of the Internal Revenue Code.
OVCC is a trademark or registered trademark of the Open Visual Communications Consortium in the United States, other countries or both. All other product or service names are the property of their respective owners.

Media Contact:
Alisa Pfeil
Public Relations
Open Visual Communications Consortium

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