A recent poll conducted on Telco Transformation found that large enterprises would be the most likely to sign up for productive video services offered by network operators. As one respondent put it, "...they typically have the budgets to implement costly services such as e-learning and virtual training."
Productive video was defined as services that use video and virtual reality for productive purposes, rather than entertainment or communication. Examples would be e-learning/training, remote diagnostics and healthcare, driverless cars, surveillance etc. (See Defining Productive Video.)
Many operators are well positioned to offer productive video services, since they already have infrastructure for video processing, cloud-based services and CDNs either directly or via an established partner ecosystem. They also have relationships with enterprise communications services and sales teams already in place.
Respondents were asked "Which type of customer is the best target for operators to sell-in "productive video" services?" More than one-third of respondents selected "Large enterprises that can use video for training, collaboration and corporate communications."
But this selection was followed fairly closely by "Verticals with specialized needs, such as healthcare, automobile, security etc. that need specific video applications," which garnered more than 28% of the vote. Respondents felt that verticals would be good targets for operators because they would have all the basic enterprise needs for communication and training as well as their specialized requirements, and we have seen some examples of this in prior posts on productive video. (See Williams Martini Uses BT in Winning Formula, and AREA's Sage Advises Augmented Reality.)
The other options didn't generate much response, with small businesses and manufacturers both getting about 10% each, though one respondent pointed out that small businesses would be more concerned with differentiating themselves in the market.
Another 10% predicted that there was no operator opportunity at all in this area, and that productive video wasn't a market operators should be targeting.
— Aditya Kishore, Practice Leader, Video Transformation, Telco Transformation