The Growing Adoption of Video Communication



Video communication

Exploring the possibilities of video communication in home as well as in office environments.

Only a few black swan events in the history of human civilisation have snowballed the way the COVID-19 pandemic did. Many stranger things have happened ever since, but technology has sailed us through most of them.

Of the many technologies disrupting the world today, video communication has been at the fore of the new normal. In the face of national lockdowns, permanent work-from-home arrangements, and travel restrictions, how else could we have replicated the in-person communication so vividly?

Today, video communication has become a non-negotiable for business continuity. Sure, it’s hard to think of a replacement for a quick phone call or Slack message to a remotely located colleague. But what we must realise is that much of ‘communication’ is actually non-verbal. Facial expressions and non-verbal clues are just as critical for relaying messages as the spoken word.

When in-person meetings came to a screeching halt, video conferencing and sharing tools became the new lifelines of business. Whether it was hosting video calls for product onboarding, connecting with clients across borders in real-time, or having quick “huddles” with co-workers, video conferencing naturally became the go-to choice. No wonder its adoption has grown, and continues to grow exponentially since the dawn of the ‘new normal.’  

Drivers of Growth

What was once limited to the boardrooms of large enterprises is now accessible to businesses of all sizes with just a laptop or a smartphone. Video conferencing has come a long way since its humble beginnings. 

After pandemic-spurred adoption, companies finally started viewing video communication as more than a simple replacement for face-to-face communication. And rightly so, because the real value of modern-day video solutions goes far beyond allowing us to communicate virtually in real-time.

Advanced video solutions are evolving the way we communicate, buy products, consume services, and even the way we work. 

Video Communication is Saving Lives

Do you know how doctors used to visit patients back in the day instead of the other way around? With video conferencing solutions, the trend is making a much-needed comeback, at least virtually.

Physicians practising telehealth, or offering medical care via video conferencing methods, can provide safe and accessible medical care. Especially for patients who are homebound or live far off to get in-person check-ups timely. This is reducing the commuting time for both parties and money spent on fuel – without compromising on quality care.

Besides, telehealth has been a big help to the overworked medical staff post-pandemic by enabling them to supervise covid-infected patients without putting themselves at risk. But the same convenience and flexibility will continue as innovations like medical imaging and tele-ultrasounds gain traction. What’s more, if telehealth services are systemised appropriately, they can be made available at more affordable prices than in-person consultations.

Video Communication is Helping SMEs Grow

For SMEs, business as usual has always been done through face-to-face meetings. But as the pandemic forced offices to shut, they had no choice but to replace in-person meetings with video conferencing, albeit reluctantly.

At first, a lot of adoption was done with a proxy approach; use now, discard later. But video communication tools proved highly effective in improving business outcomes and passed the litmus test with flying colours. Entrepreneurs soon realised how live videos and collaboration tools could save them travel expenses and fetch deeper insights into the needs of suppliers, customers, and employees.

Imagine going through all the hassle to arrange meetings and not getting the desired result. Video tools eliminate such trials and errors by letting you test different materials and ideas on customers without worrying about high costs.

These sessions can also be recorded live and shared for training purposes. That frees up more time for the management to focus on other business areas. In this way, video communication has kept SMEs buoyant and helped them fuel growth. 

There’s More to Come

These are only a few use cases of video communication in the context of the pandemic. The canvas is far bigger. At EnableX we are exploring the unlimited potential of video through the most cutting-edge video applications so far.

Contactless hiring, for instance, is becoming a game-changer for the recruitment process. AI-enabled video conferencing software can trace facial expressions to screen candidates and make worthy recruitment. In the BFSI space, facilities for video KYC and digital onboarding have become commonplace, even a competitive advantage. Many contact centres today are equipped with sophisticated video communication tools to offer improved and personalised customer experiences instead of churning out robotic answers in real-time.

We are already seeing how video integrations with IoT, cloud, and AI are elevating business outcomes across sectors like retail, education, telemedicine, human resource, and more. If the advancements continue apace, we are looking at a new business order built on the foundations of hyperconnectivity and smooth collaboration.

Author:

Pankaj Gupta, Founder and CEO, EnableX.io

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