A combination of factors is helping to fuel a rapid growth in the use of business video technology as companies increasingly look to ‘virtual’ solutions to enhance productivity and reduce costs.

And not least among the trends pushing video meetings over the tipping point into commercial orthodoxy is the everyday use of such technology in our leisure and social lives, according to an Aberdeen-based communications expert.

“People are now well used to using internet-based video applications to keep up with family and friends anywhere around the world,” says Gordon Charlton, Business Development Director with integrated communications specialist Arrowdawn.

“That domestic use of the technology by people is certainly playing a part in driving its growth in the business environment, where once it was seen as unusual but is increasingly becoming the norm.

“That trend has converged with other issues – such as the bad winters of recent years, specific events like the Icelandic ash cloud phenomena, and the rising profile of the green agenda – to make it an ever more familiar feature of the corporate landscape.”

The deployment of video systems to hold real-time meetings involving personnel at two or more locations can take the form of desktop solutions for individual users, boardroom-style systems, or so-called ‘immersive’ systems – dedicated rooms equipped with three 65-inch plasma screens that serve to create a virtual meeting room environment with colleagues or clients using similar facilities elsewhere.

“The very fact it is becoming a common collaboration tool means it is a more cost-effective option for individual businesses,” adds Gordon. “In the past companies may have spent significant sums on a system that was not used very much, but as that changes they are now getting value for their investment.

“The bottom line is that businesses need to find ways to become more productive and to address the implications of staff travel in terms of cost, resources and their environmental commitment – using business video to optimum efficiency can generate very real savings very quickly.

“The deployment of integrated systems – with voice, video and data all on a single platform – can only add to its potential value.”

Arrowdawn, which was named Cisco Scottish Commercial Partner of the Year 2010 and is a Cisco Premier Partner, provides and supports a portfolio of communications products, from voice over IP telephony to data network infrastructure and security. Cisco provides a suite of business technology solutions under its TelePresence brand.

For further information about business video contact Gordon Charlton on (01224) 573366