The adoption of digitized rich media content has been progressively changing the business landscape over the past decade. Historically, the media and entertainment space has led the market in demand for managing rich media content. Now increasingly, with a surge in the usage of all types of digital content, the need for organizations across industry verticals to manage and deliver rich media communications has grown dramatically. This shift in demand has primarily come about because of the extensive and increasing use of time-based content (audio, video and animation) across departments within the enterprise. Coupled with improvements in the corporate IT infrastructure and network capacities, corporate entities have started seeing the tremendous ROI in moving towards a digitized environment. Global 2000 companies not only have much of their brand equity on rich media but also have accumulated and are continuously creating a large amount of rich content in corporate communications, education and training, HR/benefit administration, sales/channel enablement and other departmental areas. The desire and ability to use rich media to educate and communicate across the enterprise, both internally and externally, has resulted in the need to store and manage those assets in a scalable and secure fashion. The further inclusion of added functionalities such as interactivity with the media, on-demand content, tracking and auditing of usage has led to the establishment of a whole new market category of Enterprise Video Communications (EVC) software and technology.EVC business drivers: 1 Use video to communicate quickly and easily. 2 Create and distribute live, VOD and Digital Signage seamlessly. 3 Schedule and conduct video events with minimal IT intervention. 4 View usage reports that present “who watched what for how long”. 5 Deliver and repurpose video to multiple platforms: portals, plasmas, devices. EVC technology drivers 1 Proactively manage and monitor video infrastructure through a single, web-based console. 2 Scalable and reliable live and video on demand (VOD) delivery. 3 Elimination of Live]VOD]Digital Signage interfaces. 4 Publishing point and distribution network fallover. 5 Security administration that addresses user authentication and network security. Although there is strong and growing interest for EVC solutions, the market is relatively new and corporations are only now becoming cognizant of the requirement to have technology and business processes in place to effectively scale rich media usage. Many organizations today, when pressed to implement an initial platform for EVC, have either pieced together various point solutions available in the market, or have developed homegrown solutions. This ad hoc, customized approach has created a drain on IT resources due to many factors such as: The time and money required to develop and integrate the solutions. The requirement to maintain and upgrade these solutions over time. Communication and portability issues associated with the lack of industry standards and best practices. Business users are forced to rely on IT resources rather than work autonomously. Integrating and streamlining the various point solutions into a seamless “Video Value Chain” is a core requirement for companies embarking on an enterprise video implementation. In the subsequent sections, we will describe in further detail the application and infrastructure components of the Video Value Chain, and the overarching EVC framework that unifies the components into a complete, end-to-end solution.
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