Enterprise video is set to explode, but presents new challenges
This year, large enterprises will watch 11 hours of video per user, per month--a figure Gartner expects to grow to 16 hours of video per user, per month in 2016. This burgeoning content presents a unique set of management and delivery challenges that will not seamlessly translate from current enterprise content strategies.
"This is not a fad. This is something that's really changing. We are entering a post-literate era," Whit Andrews, vice president and distinguished analyst in Gartner Research, said while speaking March 12 at the Gartner Portals, Content and Collaboration Summit in Orlando, Fla.
While the enterprise video space is still new, organizations are seeing the limitations of free solutions, such as YouTube. The number of enterprises doing video with zero capital investment is shrinking and the number that use a managed, on premise solution is also shrinking, said Andrews.
"The nature of video storage and delivery architecture is also changing," he said; and while there are both hardware- and software-driven approaches, "the cloud is where the growth is most obvious, most significant and most substantial."
For Kontiki, an enterprise video platform that relies on a cloud-based content delivery network, most of their customers come to them because they began an enterprise video effort on their own and realized they have a delivery problem, explained Rob Nunes, vice president of marketing for Kontiki.
"Corporate Intranets, inside the firewall, are designed to move small, bursty traffic that can be taken apart and put back together. Video doesn't do that, because it's big and clogs the networks. So, the infrastructure, within the enterprise is one of the biggest inhibitors to the adoption of video," said Nunes.
Companies that want to take video seriously will not be happy with a home-grown solution, said Andrews. They'll need something that fits into their existing architecture.
"I wish I could say, that in needing a product you'll find yourself in a highly-stable situation, but the truth is you won't," said Andrews. "Some of the largest vendors who today do not have offerings here, have inquired about possible opportunities," he added.
Since February 2011, enterprise video providers Accordent, Calamares and Delve were acquired, and the market will continue to be dynamic, said Andrews.
Many of the video and content management players have relationships, as well. Kontiki works with Kaltura and SharePoint, and recently launched a partnership with NewsGator. A new partnership with OnStream for video conferencing allows Kontiki to capture and distribute video conference meetings as a video on demand.
Video platform provider Kaltura announced March 13, at the Gartner conference, a social enterprise video solution, which includes its "Corporate tube" video portal and a new video extension to Microsoft (NASDAQ: MSFT) SharePoint.
"[The] suite enables employees to create, author, share and search video content while allowing managers and administrators to govern, administer and moderate this content," said Ron Yekutiel, chairman and chief executive of Kaltura in a statement. Kaltura also uses APIs to link in to other programs and for distribution.
Enterprise video is a space to watch as adoption, and new vendor partnerships and offerings pick up.
- see the Kaltura press release