Where do you want to play in the video marketplace?

Where do you want to play in the video marketplace?

Polycom's MD says there are 'huge opportunities' for resellers as strategists in the video collaboration space

Polycom’s latest string of announcements all have one common goal in mind: make video more ubiquitous and accessible to anyone. Integration, interoperability and consistency are some of the words that Gary Denman, Polycom’s managing director for the ANZ region, uses to describe what the vendor aims to achieve.

“Two years ago, we understood video was sitting on islands. We had to overcome all boundaries, to become ubiquitous,” he says. “We have had to reset our approach to ensure video becomes a form of communication anyone has access to.”

The company has recently released its RealPresence CloudAXIS Suite, an extension to the RealPresence platform that allows customers to extend video collaboration to users of Skype, Facebook, Googe Talk, and other business video applications via a browser, for B2B and B2C video conferencing. The extension fits both private and public cloud deployments and will be available in both an enterprise and a partner/service provider edition. The vendor says CloudAXIS is “ideal for Polycom partners and service providers to expand from offering Video-as-a-Service (VaaS) to Video Collaboration-as-a-Service (VCaaS) – adding applications such as recording and streaming, web conferencing, and collaboration tools (eg, digital whiteboards).”

According to Denman, giving customers a consistent video experience across all platforms is vital.

“We are moving away from video conferencing to video collaboration,” he adds. “We are smart pairing technology for users to cross the boundary.”

These developments mean changes for resellers in the video conferencing space as well. “More and more, resellers need to think about where they want to play in the marketplace,” Denman says. “People want to see people. Face-to-face is critical. How do we connect when we’re remote? Small businesses might be using Skype right now but they need to think about what their strategy is.” And that is where the reseller comes in, says Denman. He says resellers need to think about their role and help customers in their process to bring video in. “Less physical products, more strategic discussions. There is a huge opportunity for resellers around adoption services.”

Polycom expects the video collaboration market to grow to nearly US$12 billion in 2015, globally, at a 16 percent CAGR (Compound Annual Growth Rate).

The company has also made additional changes to its RealPresence platform to include support for implementation of open standards-based Scalable Video Coding (SVC) technology, and has introduced its Collaboration Server 800s, Virtual Edition.

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