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How does embedded video fit into unified communications strategies?

Video communications have gained popularity in UC. Our expert explains how embedded video can enhance the communications experience beyond customer-facing applications.

Organizations are shifting their thinking when it comes to understanding the role of communications. Instead of looking at communications as a service, communications are viewed as a feature. As a feature, communications can be integrated and embedded into other applications. Video, especially, should be considered as a feature when creating unified communications strategies.

Any video communications use case can be improved by embedding the experience. The most prevalent example of embedded video is in customer-facing interactions and contact centers. These use cases are at the forefront, because the interactions have predefined business processes and usually don't require the customers to be registered to the video service itself -- this is done with guest access.

In the contact center, the video experience needs to be integrated and embedded into customer relationship management systems and connected to knowledge bases and other corporate services. This is part of what makes embedding the video feature so enticing when creating unified communications strategies.

Additional use cases for embedded video in unified communications

However, embedded video is by no means limited to contact center use cases. Other areas of embedding video that should be part of unified communications strategies include the following:

  • internal communication across an organization for specific tasks, such as connecting field technicians with experts at the home office and connecting healthcare experts from large hospitals to rural areas. These often require a visual experience that replaces travel for experts across the organization.
  • nonhuman interactions, such as handling surveillance cameras remotely or reviewing and controlling drones that inspect power lines. Here, drones and cameras replace personnel that would need to be on site, and they are able to reach areas that are not easily accessible.
  • community experience creation, such as an education space or a webinar experience, where the experience needs to be immersive and include more features than just video communication by itself. By offering access to a resource library, whiteboard and social identities of the participants, the experience is enriched, resulting in higher productivity.

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