Communicate better
July 16, 2001 12:00 AM ET
by Ralph Ungermann
From the July 2001 issue of UPSIDE magazine.
upside.com
Imagine a simple desktop application that would let you use video, voice, streaming media, and simultaneous data sharing to create a virtual meeting. If the application is as simple to use as a Web browser, it could forever change the way you communicate with your colleagues.
Such an application has already changed the way many organizations communicate: It's called rich media communications, and its market is expected to grow to $34 billion by 2004, according to FAC Equities, the research division of investment bank First Albany Corporation.
Several forces are driving this dramatic growth, including: end users and enterprises searching for better and more cost-effective ways to communicate, content providers seeking additional outlets for their products, and service providers striving to offer value-added services.
How it works
Rich media communications relies on a robust management system with a simple Web interface that masks the networking complexities required to reach a colleague. Without user intervention or operator assistance, calls transparently pass through asynchronous transfer mode (ATM), Internet protocol (IP), or ISDN networks. As calls are mapped through gateways, media servers, and endpoint devices, resources are automatically scheduled.
An enterprise can purchase a rich media communications solution from a telecommunications service provider, or purchase the rich media platform and manage the solution in-house. Some of the largest U.S. service providers are offering rich media communications to enterprise customers with increasing success. In these cases, telecom providers deploy and maintain the rich media communications service for subscribers.
The path to mass adoption
In the past, several roadblocks curtailed deployment, including limited bandwidth, complicated user interfaces, cumbersome technology, and high equipment costs.
Today, as bandwidth availability expands, and the complexity and costs of technology continue to drop, rich media communications has a clearer path to mass adoption.
Applications, applications
Contrary to other technology segments, which have seen their market shares reduced by the current economic slowdown, this market has the potential to grow, as many companies are trying to walk a fine line between reducing travel costs and maintaining solid customer and partner relationships.
By relying on video, rich media communications creates an otherwise unattainable meeting experience that lets end users receive the benefits of face-to-face meeting without leaving the office.
Rich media communications is also designed to help enterprises manage distributed work groups; remote customer support; employee training; telecommuting; remote marketing applications, such as focus groups; online trade shows; and electronic commerce.
Vertical industry applications
Major automotive suppliers are deploying the medium throughout their enterprises to facilitate design and manufacturing processes globally. In addition to video, these automotive giants rely on streaming and simultaneous data collaboration to enhance virtual meetings across continents.
Government agencies are also reinventing their procedures. The West Virginia court system uses video to conduct everything from initial court appearances to expert testimony and physical exams, thus eliminating costly and potentially dangerous prisoner transports between prisons and faraway courthouses.
The West Virginia court system also uses the medium to deliver distance learning to law-enforcement officers, corrections employees, and inmates. To date, West Virginia has 63 judges, in 55 counties, connected by the video network.
Bullish prospects
According to Joe Gagan, senior analyst for market research firm The Yankee Group, if rich media applications are easy-to-use and intuitive, there will be a great demand by the desktop user for collaborative tools.
Because of the demand from enterprises and the recent product-development efforts by several rich media vendors, I am very bullish about this field's future growth prospects.
Ralph Ungermann, CEO of First Virtual, introduced the world's first Ethernet router, the Ethernet chip set, the Token Ring chip set, the intelligent hub, and the Z80 microprocessor. If you would like to send a letter to the editor regarding this story, email online@upside.com. |
