Written by Beth Hildreth on December 11, 2013

According to a recent survey on global video conferencing trends and etiquette, video conferencing is expected to be the preferred business communications tool within the next three years.

Polycom’s latest study with more than 1,200 business decision makers in 12 countries revealed that video conferencing is becoming more pervasive in companies across the globe. When asked to choose their preferred method of communication today, respondents ranked video conferencing third (47 percent) after email (89 percent) and voice or conference calls (64 percent). Those same business leaders expect video to be their most preferred collaboration tool in three years (52 percent) followed by email (51 percent) and voice calls (37 percent).

It is clear that video conferencing has become an essential business tool that is helping improve team collaboration and closing the physical and cultural gap between colleagues doing business across long distances. Respondents of the study who use video conferencing today said the three biggest advantages are better collaboration between globally dispersed colleagues (54 percent), greater clarity of topics being discussed (45 percent) and more efficient meetings (44 percent). In addition:

  • 76 percent of respondents say that they use video conferencing solutions at work today, and 56 percent of video conferencing users participate in at least one video call per week

  • 96 percent of business managers and leaders say video conferencing helps their companies defy distance and break down cultural barriers to improve productivity

  • Audio quality — the ability to hear everyone clearly — ranked as the most important feature for an ideal meeting over video (69 percent), followed by technology that is easy to use (60 percent) and good eye contact with colleagues/everyone is clearly visible (58 percent.)

 The Benefits of Adopting a Video Conferencing Solution

In today’s globalized economy, face-to-face meetings have become a prerequisite for leveraging new market opportunities. Companies understand the importance of engaging with customers, partners and colleagues in person, and by communicating face-to-face over video businesses can save time and money.

Significant improvements in quality, availability, ease of use and the ability to share content in high definition have made video conferencing a perfect way to interact without the expense of travel and costly business trips.

Video conferencing creates a conference room without walls that give presenters the anywhere access that professionals today need. With an enterprise collaboration platform, meeting presenters and participants can securely engage with one another through real-time video and high-quality audio, which can be important for picking up on nonverbal cues that would be lost on an audio-only call. Team members are able to collaborate more efficiently over video, getting projects completed sooner, decisions made faster and increasing productivity across the organization.

Selecting the right technology to replace in-person meetings begins with understanding your individual business needs and pairing those needs with the optimal conferencing solution. By building a cloud-based video solution into a communications platform, businesses can enjoy many benefits including:

Streamlined Project Completion. Giving employees video conferencing tools can help participants stay focused in a meeting, making it easy to streamline communication and get collaborative projects completed. Teams in different locations can work together over video to better understand, process and collaborate over distance because they can pick up on the non-verbal visual cues that are critical to efficient communication.

Sustained Competitive Advantage. Companies can vastly improve the spread of information  about new products and services amongst partners, employees and customers with a video collaboration tool to ensure informed, decisions and reduced time to market. Support teams can leverage video to create more personal relationships with customers and to ensure loyalty that goes far beyond an audio-only call.