J Amor, VP & GM at Microspace, inks article focusing on the proliferation of VIDEO

Video, Video, Everywhere

By: Joe Amor, Vice President & General Manager, Microspace Communications

The rise of video - from TV, to our mobile devices, to digital signage - has made video a daily part of everyday life, and an added requirement for the enterprise.

Video content has proliferated in our society. It wasn't long ago that we had to turn to the TV to see the story. Now, our workplace desktop, smartphones, tablets, and digital signage displays offer 24/7 access to stories and information for consumers and businesses, alike. Video is seemingly everywhere you look and, with more use of video, there's more demand to support and deliver it.

The perfect storm of advancements in technology and changes in consumer behavior has come together to make video a necessary business requirement. And we're not just talking advertising - companies use video for everything from employee orientation, to user training, product launches, and more. It's no wonder video has become a regular part of our lives.

So, why are we seeing this increase in the use of video? What has made video such a desirable channel?

Technological Advancements

Globalization. The expansion of globalization, driven by improvements in technology, requires businesses to offer live and on-demand video at the click of the mouse.

Cost efficiencies. Once costly and time consuming, advancements in both video production and distribution has made video an attractive channel to convey information.

The Cloud. SaaS, and IaaS and PaaS cloud infrastructure has made The Cloud a hot buzzword for marketers in the tech industry. Video files often are large in size, and used to involve long load times or even the dirty word, buffering. Cloud infrastructure has become more available to users, and provides a real-time, 24/7, easy-to-access means to share and store video content.

Changes in Consumer Behavior

Social media & online video. Social media has exponentially grown user generated content - including video.

As social video has become more prevalent in our personal lives, businesses all over the world have grabbed their piece of the pie and established their social video presence. Video is an engaging method to amplify brand voice and a sense of authenticity, which more and more consumers are demanding from companies. In fact, online video marketing revenue will reach almost $5 billion in 2016, up from $2.8 billion in 2013 - the second fastest growing channel, next to mobile. Video will be a top selling tool for businesses, used for educating target audiences and generating brand awareness.

Omni-channel & multi-screen. The rise of mobile has brought about our always on society - consumers can now access high-quality video content wherever they are. It has introduced the age of multiple screens, in which society has developed quite a knack for multi-tasking. Watching the evening news on TV, while simultaneously browsing Amazon on a tablet or smartphone has become normal behavior. This multi-screen trend presents new possibilities for companies to benefit from the power of video, and opportunity to establish a presence on every screen.

Channel Advantages

Dynamic, rich platform. Video offers a versatile medium in which to communicate, as it appeals to an additional sense (sight), allows for both video and auditory cues, and adds another dimension for formerly faceless businesses to inform, educate, and build relationships with consumers and employees.

Infinite creative opportunity. Being a type of rich media that allows for visual and audio aspects, video is a dynamic platform from which to tell your story, introduce new products, explore ideas, inform audiences, educate users, and so much more - the opportunities and uses for video are virtually endless.

While video has become just another norm of everyday life, it's important to consider how the video came to be on your laptop or mobile device. The method used to deliver video is just as, if not more important than the video content, itself.

The Growth of Video

As video continues to grow, demands for low-latency, high-quality video and global delivery, with local manageability does make satellite a vital piece to the video puzzle. Compared to terrestrial solutions, satellite broadcasting offers businesses and organizations the ability to deliver video content across the globe, at an affordable cost. Video content delivery via satellite connects users with continuous, personalized streaming, and a seamless experience. Just this quarter, Microspace installed an enterprise HD video network that has a monthly cost less than $47 per location. Yes, satellite is affordable with today's video.

With the endless opportunity in uses, and limitless potential for technology improvements, it will be exciting to continue to watch video unfold as a primary communication channel and see the new ways it can be used to augment the user experience, both at enterprise and home offices.

LINK:	http://microspace.com/2015/joe-amor-vp-gm-microspace-inks-article-focu...
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