A decade ago, video conferencing (VC) was considered a niche costly technology. However, with entry of multiple players, VC solutions have become more affordable. With meetings and interactions becoming the main focus of companies, VC has become a significant technology for facilitating business growth. Capturing potential growth offered by the segment, LifSize, the world’s third largest VC company is focused on strengthening its position in the Indian market.

In an interview with tele.net.in, Deepak Braganza, country manager, LifeSize India and South Asia talks about the growth opportunities, challenges and the company’s future plans in the VC space.

Excerpts…

What is the size of Indian AV conferencing market in 2012-2013 and how has it performed in that period?

India is an upcoming market for VC as the companies are taking the conferencing options as a safe method to ensure cost cutting. According to data available video conferencing market in India is growing at 18-20 per cent.

According to recent Frost & Sullivan research the global market for video conferencing systems and services stands at $3.2 billion and is forecast to almost double to $6.3 billion by 2016. This high growth market represents an escalating demand to use video for all aspects of enterprise communications.

What are the major trends and growth drivers of this industry?

VC technology has gradually progressed and video conferencing trends have changed over the course of recent years and seen a major spurt in adoption in the businesses over the years.One of the key factors responsible for this transformation is the growing penetration of Smartphones and other data usage devices - iPhone, Android phones, iPad, and Tablets. The forward-thinking, innovative companies are embracing employee-owned devices, thus giving rise to the new trend of bring your own device. LifeSize UVC ClearSea is one of the innovative solutions offered by usfor mobile and desktopthat will enhance this new wave of “smart video conferencing”.

Mobile VC requires fewer resources and can be carried out easily on cloud-based and device supportive platforms thus facilitating communication between employees and with clients more efficiently. The latest mobile video conferencing solution can play up to 1080p on laptops, 720p on mobile devices also with NAT/firewall traversal for secure communications.

Additionally, consider a solution that can link of an employee’s devices together so when someone is trying to reach them, all of their devices will ring simultaneously. By having these features in place, user can maximise your video conferencing investment and get the most benefits from the video conferencing solutions.

Industry has also seen a rise in enterprise mobility which is one of the key factors for the growth of video conferencing industry. Another key driver is proliferation of 3G and 4G that has helped new leagues of customers to VC is also one of the key factors that gave a boost to the VC market due to superior the video quality offered, the lower cost and enable access of video from a range of locations.

Are you working at any new technologies to reduce the price of the conferencing solutions? What are all the issues related to prices. How are you facing these issues?

LifeSize is continually coming forth with the most innovative cloud based video solutions like video integrations on UVC platform. The UVC platform leverage is industry’s first virtualized software solution for HD video conferencing infrastructure. UVC platform makes buying and deploying video conferencing infrastructure more flexible and allows organizations to experience mobile video collaboration on nearly any device with virtually no start-up cost.  We have always focused to come forth with the most innovative technology.

Keeping in mind the business LifeSize has focused on developing simplified and flexible Video conferencing services which can be updated or expanded as the organization grows. Recently, LifeSzie announced LifeSize UVC ClearSea, a newly designed mobile and desktop video conferencing solution aiming to simplify the video collaboration experience that allows organisations to experience mobile video collaboration on nearly any device with virtually no start-up cost.

What are the challenges that the conferencing business is likely to face with the mass uptake of 3G and 4G services?

The lack of awareness of the huge benefits which can be derived from VC can be regarded as the major challenges. For the users, when they are selecting the right mobile video conferencing solution for their business, it is important to choose a vendor that can support as many tablets, smartphones and personal desktop computers as possible, so employees have a true choice when selecting their own device.

LifeSize has already got solution and video systems in place which are compatible for 3G and 4G services. Aided by developments in the telecom and communications technology space, such as cloud computing and wireless networks like 3G and 4G, even smaller companies can now easily incorporate video into their collaboration tools. Today, cloud-based services and Web browsers offer video conferencing access to anyone with a mobile device. That's because technology advancements such as cloud services, wireless connectivity (Wi-Fi, 3G/4G), mobility and browser-based conferencing are making video inexpensive and accessible, moving it closer to the brink of widespread adoption.

What are the major challenges facing the industry?

The stability of the mobile service providers and the awareness of the huge benefits from VC can be regarded as the major challenges.

The key success factor for VC industry is understanding enterprises' feedback on the current solutions in the market and the unmet needs and pain points. Enterprises now require scalable solutions that fit their enterprise IT software approach, which is increasingly virtualised. They also require infrastructure solutions that offer high availability and reduced redundancy. However, LifeSize product solutions definitely can satisfy these needs. Additionally, services and support portfolio including global deployment capabilities and advanced service and support are equally important.

How is market likely to evolve in the next two to three years?

Video communication market is a budding industry due to the growing need of Telepresence across businesses hence it is set to gain momentum in next two to three years with the new technology coming forth

A lot of key players like LifeSize are aiming to build the most ground breaking VC solutionsfor thecustomers. It can said, VC industry is entering a transitional phase, with mobile, cloud and virtualization technologies taking hold, the video communication is moving towards the smarter era of conferencing. As per the recent industry predictions, Unified Communications market is expected to grow at a compound annual growth rate (CAGR) of 12 per cent by 2013. LifeSize is among one of the key players for transforming the way people communicated through Video conferencing and enhancing the user experience with its concept of “smart video.”

Mainly industry is seeing cloud solutions, mobile/tablet and virtualization as the key trends in UC today. Software-based LifeSize UVC Platform, is one of the innovations for the simplest and most flexible way to get your video another one being Icon Series, its newly designed, highest quality video system. As per the Infonetics research the market will sustain a six per cent CAGR through 2017.

What are the key conferencing solutions offered by the company currently? Going forward, what are going to be your key focus areas?

The video conferencing market is entering a transitional phase. As mobile, cloud and virtualisation technologies take hold, they’re fundamentally changing how video communication works. Much as the introduction of the smartphone dramatically changed how people engaged with their mobile phones, LifeSize is aiming to transform the video communication experience with the introduction of “smart video.”

With its newly designed highest quality video system, LifeSize Icon series blurs the lines between endpoint and infrastructure, delivering a truly connected experience at an unbeatable value. It’s tightly integrated with the LifeSize UVC Platform and its applications – including streaming and recording, firewall traversal, multiparty video calling and management – to make it easier for users to experience the full power of their platform. This integration also makes buying and supporting video conferencing more flexible and efficient, allowing companies to purchase only the applications their users need and scale as those needs grow.