Forrester Report: Get Ready for OmniVideo
"It’s a little bit like the music industry missing the boat with online music," McQuivey said. "They kept saying, ‘No, no, no. We don’t want to be involved with that,’ and then suddenly, by the time they get in, it’s too late. Apple controls it.
"If you’re selling televisions, if you’re selling media services, if you’re creating content, you’re trying to create video content experiences. You need to be working on these experiences now rather than waiting until some smart company sets down all the rules and you can’t change them."
A Video World
According to the report, OV will have a drastic impact on its viewers as well as the world. Public screens that will allow users to upload and watch videos from their portable devices will be installed in locations such as bars and cafes, directors will allow viewers to alter their videos in new and creative ways, video screens offering traditional content as well as personalized traffic and weather loops will take up entire walls in users’ homes, and the average individual could find themselves coming in contact with about 12 different video platforms each day.
While some of these scenarios may bear striking resemblances to scenes in books such as Fahrenheit 451 and 1984, McQuivey said he doesn’t believe that OV will bring the dystopian futures predicted by these works into reality.
"We do have video cameras in our homes, but we bought them. Big Brother didn’t put them there," he said. "We do have 50-inch screens on our walls, and we do feel really close to the people that we watch on those screens, but we actually use those people to connect to our friends because we want to talk about what we saw on TV last night. So, it’s not as impersonal as Ray Bradbury imagined it in Fahrenheit 451."
One Step at a Time
McQuivey said he hopes the report will cause companies and individuals to rally around the symbol of OV and begin creating these experiences, though he is too practical to believe that will happen immediately.
"What I wish would happen instead is that anybody out there who still believes that their job is to inhibit consumers and restrict consumers’ use of video would just make a small pivot and start thinking, ‘Oh, my job is to enable and allow.’ … If everyone can make that slight attitudinal change, I think all the behavioral things that I’ve predicted will occur naturally."
How Video Will Take Over the World can be purchased in full at www.forrester.com for $279.
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