Livestorm's CEO explains what's next for the future of video communication in this blog post presenting Livestorm's evolution to a Video Engagement Platform.
Video has been around for more than 30 years. According to the latest Cisco Visual Networking Index (VNI) Complete Forecast, the adaptation of this technology has been fast: today, nearly 1 million minutes of video cross the internet every single second. This is evidence that live streaming is becoming cheaper, at a point where building your own video technology becomes a less relevant asset.
2020 was definitely the year where video communication experienced the most tailwind, but it also highlighted the need for going beyond simple video communication.
Opening a “video pipeline” to communicate with one another is not enough anymore. Non-tech-savvy personas were obligated to use tools that have been over-engineered for 30 years.
Video communication tools should be making it so easy to organize any video event that you don’t need to ask yourself: “How do I make this work? Should I go talk to IT? Marketing?”, but instead: “What type of content do I want to share.”
Here are the common problems that we have identified:
1. Video communication software is built with one core use case in mind
Most users turn to video for daily collaboration and simple meetings. This is why people stitch other tools to Zoom or Teams: to address the complexity and diversity of the events they produce every week.
2. Video communication is an IT problem with an IT user experience.
People struggle with video conferencing because it’s not built for them. We need to shift video conferencing towards the productivity space; think “Trello but for video conferencing.”
3. Video communication is no longer a marketing use case.
Instead, we have seen doctors, HR departments, corporate workers, and teachers use video conferencing. Video communication must be a collaborative link across teams, not a silo.
4. Video communication is biased towards “meetings” or “webinars.”
Nowadays, anything can be filed under either of these categories. We need to separate from those notions and come up with a broader definition. We need to get creative with the content we share to increase engagement, fight screen fatigue and build better relationships.
Going beyond video communication also means creating a rupture — a shift in our own market.
To better address the items above, we will build a new category of video products. We’re creating a category of video products that will no longer be focused just on video. Instead, our solution focuses on video and the 80% of activity involved in planning, distributing, and creating it.
We call this new category a Video Engagement Platform (VEP). A VEP is the all-in-one video workspace:
For the first time, VEPs will adapt to how your organization works and not the other way around. We want to blend into your organization, impacting how each team works together to give you the most flexible and customizable experience yet. Integrations and connectors will be the cornerstone of this initiative.
In the next few weeks, we will announce other projects directly related to this new positioning. This announcement is not just a redesign; we are here to build a new category and own this category, bringing our vision to the market.
We're excited to show you what's coming up next!
Discover what the future of video engagement looks like in this ebook.
Co-founder & CEO @ Livestorm