Industry Perspectives: Webcasting - A Fragmented Market
Adoption Evolution
So what is there to moan about? If everything is so good, why not shut up and start Webcasting?
The problem is that the streaming media industry only has been able to expand among early adopters. Their technology understanding and willingness to try new media, even with its fragmentation and occasional shortcomings, has given us growth, but not the kind the industry needs in order to flourish and expand.
Before really becoming mainstream, Webcasting needs to evolve from its current state. The positive winds are already blowing; streaming video is generally accepted and people are even ready to pay for it. In some business areas, Webcasting is the de facto communications standard and clearly gaining ground in other sectors too.
But most companies are pragmatic. They tend to adopt IT innovations very slowly. There is no place for hype; self-assured professionals do not want to risk anything, not even if the business demands it. The adoption curve is shallow, fiscal quarters come and go, and the momentum is there. But how do we capitalize on it?
Are We So Bad?
It seems that Webcasting vendors tend to stick with what they are comfortable with. Obviously, that is a wise decision for them, but from the customer’s point of view, the market still is far too fragmented. It’s a huge headache to buy a complete Webcasting event.
Webconferencing companies have grown their business mainly operating on an ASP basis. Webconferencing vendors have made it very simple and understandable. Although it’s more complex to set up a Webcast, it should be as easy to use (and to buy). I don’t think there is a philosophers' stone that can magically transform the Webcasting business to an overnight commercial success or turn suspicious IT professionals’ heads, but certainly there are things that can be done.
Only by stepping into the customer’s shoes can we understand how to provide solutions instead of just individual building blocks. Webcasting vendors need to gather all the services necessary to offer a true turnkey solution under one umbrella. And they need to do it regardless of whether it is to deliver fixed continuous service or just a single event. By covering everything from A to Z, Webcasting vendors are able to speed up the customer’s decision-making process, and thus their own business growth.
It’s not a breeze by any means, and potential customers are still skeptical. But once the streaming industry learns its lesson from a more established, service based IT-industry, combines Webcasting with service-oriented content production, and creates an umbrella of vendors to pull the building blocks together, Webcasting meets the expectations. That’s a lot to ask, but it’s well worth doing.
About the author:
Rami Alanko is partner and CTO of GoodMood, a Webcasting software company serving customers globally. He is also the director behind the GoodMood WIP product and has a thorough international knowledge of Webcasting technologies and several years of experience in digital moving image and sound technologies.