Video is the game changer for SMBs

Jan 28 2013, 02:48 IST
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SummaryCompeting in todays competitive market that tends to be dominated by larger companies, small and medium businesses often struggle to make it big.

Dahnesh Dilkhush

Many small companies worldwide are effectively using this technology to grow, expand and manage costs

Competing in todays competitive market that tends to be dominated by larger companies, small and medium businesses (SMBs) often struggle to make it big. Expected to perform at par with large companies SMBs need to provide high levels of quality in products and services with fewer resources, lesser staff, and limited budgets to very astute customers. So it is critical for them to use technology and make the right investments to create a sustainable business model that would help achieve scale.

The SMB sector in India contributes to about 45% of the industrial output and employs 42 million people. Adopting an enhanced collaborative framework can help this sector improve business efficiency by ensuring that customers, employees, and suppliers get secure access to real-time data. This in turn improves decision making and customer loyalty.

Many small companies worldwide are transforming themselves into global players by effectively using technology to grow, expand and among other things, manage costs. Unified communications technologies are ideal for such organisations because they help weave together phone, email, instant messaging, and video conferencing which in turn increase productivity and organisational agility.

Business video presents a significant opportunity for businesses enhancement because it enables faster and smarter communication.

Besides a good return on investment, video collaboration helps SMBs scale expertise, get closer to employees, strengthen their customer/partner relationships and grow business.

Challenged to get the most productivity out of their often limited staff and time, SMBs can utilise business video to reduce their travel expenses considerably. Consider for example an organisation having about 150 employees spread across multiple branches across varied locations. Employees of this organisation can collaborate with each other across branches via video conferencing for knowledge transfer and reduce the cost of travel significantly while also enhancing productivity and ensuring business continuity.

Similarly, an on-ground technician who is equipped with a wireless video conferencing device can identify customers problem and resolve it in real-time using the knowledge of a virtual expert irrespective of the geographic location of the customer or the expert.

SMBs that wish to benefit from immersive video experiences can explore pay-per-use options that are available for technologies such as TelePresence, which have the capacity to transmit high-definition video help bring the right kind of expertise to the customer irrespective of physical location. A number of service providers offer Telepresence rooms on

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