Steve Caniano

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Do More with Video

Today, business communicates with more diverse audiences than ever before. Internal communications are critical to establishing common goals and strategies. External communications update customers, shareholders, and people around the world on a company’s markets, vision, products, and principles. And in every case, business is in motion. Your competition is moving quickly to new ways to reach customers.  Video management is one area where businesses are seeing real success in communicating dynamically. How and why is video becoming an important enterprise communication tool?

  • Your business is not standing still—Your communications have to keep up. Gartner’s MarketScope for Video Content Management and Delivery survey shows that IT executives at large companies predict growth from 7.2 hours of video streamed per user, per month in 2010 to 10.8 hours in 2012. They project that by 2016, large companies will stream more than 16 hours of video, per worker, per month. When you want to convey important corporate communications, video can be more effective than static print or web content to today’s employees and customers. For an external audience, video can convey important, visual information about your products and services. It also allows your customers to promote your brand by offering feedback, or by linking to or sharing your content.
  • Video is flexible—Multiple devices, many audiences. Whether you’re updating your sales staff on promotions or relaying corporate communications to a worldwide network of employees, video is flexible, and people carry more devices for playing video than ever before. Gone are the days when your communications were limited to the television in the break room or conference room; video technology allows you to relay important communications without worrying about synchronizing employee schedules or getting everyone in the same room. To be most effective, choose video management services that will make your videos available on PCs, tablets, and mobile devices, so every member of your target audience can watch, at their first opportunity.
  • There’s Gold in the Data–Monitor and measure your success. Reporting, analytics, metrics, security; these are all important elements that allow you to know if your content is successful. First, make sure the content is accessible to the teams you want watching, but not to audiences who don’t need the information. Then, track viewings so you can understand how long people watched, identify teams that aren’t keeping current on their viewings, and encourage feedback – even allowing 1 to 5 stars to be assigned can tell you a lot about which videos are most effective and successful –and help improve all of your communications going forward.

Video unleashes new possibilities for business communications. With the right tools in place –including secure, flexible, multi-device video processing and delivery to all of your locations—you can deliver engaging video to virtually any device, with security and accountability built in.

Has your business used video? If so, what challenges did you face? How did you measure success?

[i] Gartner, Inc., “MarketScope for Video Content Management and Delivery”, 13 April 2012


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Steve Caniano is VP, Hosting, Application & Cloud Services at AT&T Business Solutions. As leader of AT&T's global Hosting, Application and Cloud infrastructure business, he is instrumental in forging key partner alliances and scaling AT&T's cloud services globally. He regularly collaborates with customers and represents AT&T at key industry events like Cloud Expo.