Presentation Matters in Online Business Video
When it comes to online video, presentation matters.
As the technology for handling online video in the corporate sector improves, so too do the expectations of end users looking for a high-quality viewing experience. This is an important factor to keep in mind as more and more companies look to push the frontiers of webcast distribution increasingly to smartphones and tablet devices.
Unfortunately, it’s not just about making the videos themselves look good. Truth be told, converting videos destined for PC distribution into files that could be distributed to and viewed on mobile devices was the industry’s novelty act for 2011. More so than ever before, the portals that package and present this content in the mobile environment matter as well.
Indeed, the next step in the evolution of mobile online video is the development of software that makes it easier for organizations to package and present video content via eye-catching and easy-to-navigate interfaces. For lack of a better term, mobile video is taking its first steps into the age of “portalization.”
Simply put, the end user experience on a mobile digital device is different than the experience one has accessing online multimedia content via a desktop PC or laptop. As a result, the traditional templates used to package and present video content archives on Web-based computers won’t really address the needs or expectations of would-be viewers in the mobile environment.
Corporate decision makers considering the deployment of new online video technology solutions must keep the issue of mobile presentation in mind. While most vendors today can rightfully boast about their ability to enable online video distribution in mobile environments, the devil is in the details. Some are already optimizing the mobile experience, while others lag.
Ask tough questions of would-be technology partners about their mobile offerings. Specifically, find out how links to videos will be presented on mobile devices. Will end users have to scroll through a series of text-based links to find what they need? Or will they be able to employ touch-and-slide navigation through a series of video thumbnails that provide a description summary of the content?
The answers to these questions will go a long way in determining the quality of your audience’s experience when accessing your organization’s content online via mobile devices. Certainly, not every executive will be demanding to see slick iOS-style applications enabling eye-catching portals on mobile-devices. But many will.
Corporate decision makers must think long-and-hard about the relative importance of creating engaging interfaces for mobile video distribution and then keep these preferences in mind in selecting a video technology platform for their organizations. When it comes to packaging and presenting videos for mobile environments, not all solutions are created equal.
Steve Vonder Haar is Senior Analyst for Enterprise Webcasting and Streaming for Wainhouse Research and can be reached at email@example.com