With the rise in consumption of video on mobile devices for work-related purposes, and the increasing pressure organizations are under to support and manage it, at least 60 percent of information workers are predicted to interact with content applications via a mobile device by 2015, according to a recent Gartner, Inc. forecast. Companies and governments must respond with strategies for supporting video on mobile equipment, whether it is owned by them or by their workers or customers.
“Developing and supporting new content management applications and uses is a daunting task for enterprises, which justifiably fear dissatisfaction and low adoption,” said Whit Andrews, Gartner VP and analyst. “But the growing use of mobile devices for work demands that they support video on such equipment for internal and external uses. The challenge is more than just mobility. It also concerns heterogeneity, as Gartner predicts that, by 2014, 90 percent of organizations will support corporate applications on a variety of personal devices, from conventional laptop PCs, media tablets and mobile phones to hybrid or other kinds of devices that have yet to be made widely available. Engaging mobile workers means encouraging them to use the devices they have chosen. However, by the end of 2016, we expect 50 percent of content and collaboration initiatives will fail because of low levels of engagement with the information workers directly affected by them. There will be many aspects to this, including a failure to respect the importance of preferred devices for business consumers. Even though mobile devices represent an inconvenient way to deliver video in many respects, they must be part of any enterprise video strategy.”
Some Gartner recommendations from the report include:
• Enterprises must plan for adaptive delivery that allows for variable bandwidth as well as allowing for time-shifted consumption, as mobile business customers will not always have sufficient access to network resources to consume video live.
• Time-shifting video is an important benefit that many executives resist because they dislike the psychological dilution that arises when not all workers share the experience of watching a video together.
• However, consumption of a given video stream increases significantly when its targets can choose their own time to consume the video, and that consumption rises even more when they can consume individual shorter segments with particular messages that are crisp and concise.
• Gartner recommends selecting vendors that support all the video formats the organization requires.
• Growth in OS may centers on iOS and Android, other OSs are important to particular enterprises or viewer segments. Enterprises should analyze viewership to determine what devices consumers are using, which are growing in usage, and which are declining.
(For additional information, contact: Gartner, Inc., www.gartner.com.)