Competitive Analysis of Video Phone Software Platforms

Transcription

1 Competitive Analysis of Video Phone Software Platforms Kristy Cunningham, Team AVALANCHE, TC841, April 2011

2 Executive Summary Date Night is an interactive 3D social space that affords couples the opportunity to not only communicate but add variety in their long distance relationships. Date Night allows players to communicate and interact in a virtual social space. As the target audience is young adult couples in a long distance relationships, communication between the couple is a vital part of the Date Night platform. In order to ensure Date Night provides a realistic and intimate communication experience within the platform, three video phone software platforms were examined. By examining these products, the creators were able to collect data on features of multimodal communication software relevant to further development of the Date Night platform. Three video phone software platforms were chosen to be part of the competitive analysis. The products included Skype, FaceTime, and Gmail Voice and Video. Each of these video phone software platforms have a large user base and are free for download or preinstalled on Mac OS Based on these observations, key recommendations include: Date Night may wish to consider allowing couples to access the virtual world through multiple devices that connect to each other. By creating a robust but simplistic User Interface Date Night could keep the most important functions available to couples that desire to date with minimal planning and personalization, while allowing couples desiring more from the experience to customize through secondary menu systems. For a larger platform involving shared experiences, limited features might prove to inhibit the user experience and ability for the user to interact in the simulated world of Date Night. Features should be carefully screened with the intention of ensuring they meet the goal of enhancing a shared user experience. As video-like features are a connecting feature of Date Night, minimizing the voice and video communication features is NOT recommended. Although a platform available within a browser might be of interest to the designers of Date Night, a plugin will likely be insufficient for the type of virtual world considered by Date Night. Competitive Analysis of Video Phone Software Platforms 1

3 Purpose Statement Communication is a vital part of the dating experience, and in real life is a multimodal and immersive experience. Therefore the creators of Date Night, an interactive online dating environment, completed competitive analysis to help determine communicative features of the product. In order to ensure Date Night provides a realistic and intimate communication experience within the platform, three video phone software platforms were examined. By examining video phone software clients, the creators were able to collect data on features of multimodal communication software relevant to further development of the Date Night platform. Competitive Analysis of Video Phone Software Platforms 2

4 Methodology Products Three video phone software platforms were chosen to be part of the competitive analysis. The software was chosen to represent diversity of deployment. The products included Skype, a computer and 3G based platform; FaceTime, a wireless mobile device platform; and Gmail Voice and Video, a browser-based plugin. Each of these video phone software platforms have a large user base and are free for download or preinstalled on Mac OS Table 1.1 Video Phone Software Platforms and Primary Distribution Software Skype FaceTime Gmail Voice and Video Version Platform OSX, Windows, 3G OSX, ios, Wireless Browser Plugin Observation Methods The software was examined, exploring several areas. The most basic of these was the versatility of connections. For example, could the user make a video call from a home computer to a mobile device? User Interface elements were analyzed as well, including general impressions, the color palette, ease of use, and number of steps to make a call or add a contact. In addition, products were rated on the quality of video and audio during a call was examined, video display options, and how intrusive the UI elements were during the call. Finally, additional features that provide a shared user experience, such as screen sharing, were enumerated. Competitive Analysis of Video Phone Software Platforms 3

5 Analysis Introduction Three video phone software platforms were chosen to be part of the competitive analysis. The software was chosen to represent diversity of deployment. The products included Skype, a computer and 3G based platform; FaceTime, a wireless mobile device platform; and Google Voice and Video, a browser-based platform. Each of these video phone software platforms have a large user base and are free for download or preinstalled on Mac OS Skype Introduction Skype is a web based phone platform that provides text based chat, phone, and video chat services to Internet users globally. Originally designed for users to make internet phone calls from their home computers, Skype expanded its services to provide other communication services. Platforms Skype allows users to make video phone calls using the Internet, wireless, and 3G. If the user has Skype installed on a home computer or mobile device, such as Android and ios based cellular phones, they are able to make video calls. In addition, users can make calls from a Skype enabled streaming television device. Insights Competitive Analysis of Video Phone Software Platforms 4

6 Skype has the most versatile connection system offered to users that desire video chat services. Date Night may wish to consider allowing couples to access the virtual world through multiple devices that connect to each other, ensuring each couple can use a platform most comfortable to them. User Interface Design Skype provides a wide range of features within the User Interface using a depth approach. Although popular features are available on a clean, organized contact screen, more are accessible only through drop down menus. This allows Skype to invite a variety of users with different needs. Details General Impressions Skype employs a clean, friendly design well suited to Mac OS The design is clean and friendly, but the Skype sky blue gives a corporate feel to the client. However, it is the user login screen that emphasizes this look the most. Within Skype rather than employing many icons in the design, the emphasis is on the user s contacts and the icons they have chosen to represent their identities. The layout takes advantage of multiple columns to display information, and attempts to allow the user to quickly access the most popular features of Skype. Figure 2.1: Skype Login Screen Competitive Analysis of Video Phone Software Platforms 5

7 Colors Skype makes use of the native color scheme of Mac OSX, an aluminum gray, while adding its own touches with the sky blue and white that emphasizes the Skype Brand. Within the chat and video windows, the colors fade out to black and white, allowing emphasis on the contact rather than the brand. Layout and Organization Skype contains many features, the bulk of which are organized in tabs at the top of the screen. Out of the four software clients surveyed, Skype had the highest number of window tabs at eight. However, Skype was also the most customizable and allowed the user the most options for searching for contacts, customizing the window, and organizing conversations. Figure 2.2: Skype Contact Screen Competitive Analysis of Video Phone Software Platforms 6

8 In addition Skype employed a two column layout for organizing contacts. These were sorted by Recent Contacts and Contacts in Alphabetical Order (by name and user name). In addition, Skype includes an Address Book tab that accesses this standard application provided by Mac OSX, allowing easy import of contacts. Video Chat Window The video chat window in Skype has a slightly different look and feel than the rest of the interface. This is a clear attempt to make features accessible, while keeping the emphasis on the conversation between users. The video chat window allows the user access to several clickable icons, but as they are simple and located at the bottom of the window, they do not distract from the call. This call interface easily allows user to use other features, such as the text chat and share screens, adjust position of the video, adjust the volume, or hang up. The black and white color scheme of this window reinforces the emphasis on the people involved in the video chat. Figure 2.3: Skype Video Chat Window Competitive Analysis of Video Phone Software Platforms 7

9 Ease of Use Skype is no stranger to the Internet telephone market, and over time has created an easy to use interface. Skype is easy to install, the file is simply downloaded and then dragged into the applications folder. This process is made simpler by the Skype installer, which puts Skype and the Applications folder within the same window and an arrow showing the user where the file should be dropped. Figure 2.4: Skype Adding Contacts It is also easy to make a video call on the client as well. There are two steps to making a call with Skype, click the desired contact and call. It is only slightly more complicated to add a contact. The user can quick search for a user ID from the main contacts window or pull down a drop down menu to perform a more advanced search. The prior requires only two steps, search for the name/id and add, while the second requires four, drop down, search, select ID, and add. Competitive Analysis of Video Phone Software Platforms 8

10 Figure 2.5: Skype Making Calls Insights Skype has created a robust but simplistic User Interface in its current release by allowing users to access popular features up front, but allowing plenty of customization through drop down menus. This type of system allows the user simply call or to customize, depending on their needs from the software. By networking the UI in a similar fashion, Date Night could keep the most important functions available to couples that desire to date with minimal planning and personalization, while allowing couples desiring more from the experience to customize through secondary menu systems. Communication Features Skype demonstrates high value in connecting users through video. The platform allows access to high quality video and audio through the user s internal or external devices. In addition, a variety Competitive Analysis of Video Phone Software Platforms 9

11 of additional features are offered from the Video Chat Box with the intention of augmenting a shared user experience. Details Video and Audio Skype offers users up to High Definition video quality for video phone calls. This is limited by the user s bandwidth and type of webcam. Older versions of Skype do not support this quality of video and have been known for poor frame rate. However, Skype 5.1 runs a smooth, quality video chat. The mode of display is landscape. Audio is also only limited by the microphone, speakers, and Internet connection speed. Although the user can customize some settings to improve video and audio quality, these can only be adjusted during a video call. Settings and Additional Features Skype offers a wide range of features to enhance the user experience. Although common among video phone software platforms, Skype also includes a Full Screen mode. Within this view, the user still maintains constant access to other features, including disconnecting the call, as noted in Video Chat Window. Additionally, users can zoom in on a person during a call or share their screen with the person they are video chatting with. Both of these features offer the user a chance to enhance or extend the shared experience offered via a video phone call. Table 2.1: Skype Video Features Features Full Screen Zoom Screen Sharing Yes Yes Yes Insights Skype clearly values the video features. Not only do they provide the user with high quality video and audio, but provide additional features to enhance the connectivity of users. Skype s platform supports the idea of focusing on the connectivity of users within the Date Night platform. Features should be carefully screened with the intention of ensuring they meet the goal of enhancing a shared user experience. Competitive Analysis of Video Phone Software Platforms 10

12 FaceTime Introduction FaceTime was originally designed a mobile video phone platform for Apple s iphone device. The sole focus on this software is as a video phone service, and limits its features to this purpose. Although now available on the iphone, ipod Touch, ipad2, and Mac computers, the platform is still limited to Mac OSX or ios. Platforms FaceTime allows users to make video phone with a focus on Apple mobile devices. Although originally designed for user with the iphone, individuals owning Apple devices can now make video calls with FaceTime from their Mac computer, iphone, ipad2, or ipod Touch. This is accessed through a Mobile Me account, Apple ID, or address of a user. The service has yet to come to 3G, so is only available to users with a wired or wireless Internet connection. It is interesting to note, it is early in the life of this software platform, as FaceTime is in version 1.0. Insights FaceTime is currently limiting its growth by being confined to Apple Devices and Internet only. The Apple brand is strong in positioning the success of the platform. A platform such as Date Night should not limit itself to a single brand s devices without development under the brand name. User Interface Design FaceTime s interface focuses only only making video calls to contacts the user already has made. There is no easy way to add new contacts except through an external program. However, making a call is so easy it can even be done by accident. Competitive Analysis of Video Phone Software Platforms 11

13 Kristy Cunningham Details General Impressions FaceTime has clearly been designed to be easily used and viewed embedded in a mobile device. Black and white ensures contrast, and the camera is immediately accessed upon opening the app. All elements point to the simple purpose of connecting to others with video, from the Favorites and Contacts menus to the active camera window. Figure 2.6: FaceTime Favorites Competitive Analysis of Video Phone Software Platforms 12

14 Kristy Cunningham Colors The black and white colors used in the interface blend well within the ios architecture, but look unusual on a Mac computer within the context of OSX. What these colors do is effectively emphasize the conversation between two individuals engaged in a video call. Layout and Organization FaceTime has a focused purpose, therefore drop down menus are limited with few choices. In fact, FaceTime only has five tabs for drop down menus, including the FaceTime menu. FaceTime limits customization and anticipates the user will control the software through actions available on the main window. Figure 2.7: FaceTime Recent Contacts Competitive Analysis of Video Phone Software Platforms 13

15 Contacts are organized through a sidebar. Favorites are located at the top of the sidebar, always visible unless the Info tab is clicked after highlighting a single contact. This displays a favorite contacts full contact information. However, all contacts are available from an icon at the bottom of this sidebar inspector and menu. This is viewed as Favorites, Recents, and Contacts. These contacts are imported from the Address Book application installed on OSX. Video Chat Window FaceTime employs an immediate emphasis on video. From the moment the program is opened, the camera displays a view window of the user. After making a call, this is changed with the person called, ensuring their emphasis. The user video then minimizes to the corner of the video call window. A pleasant feature is that the controls fade out during call, emphasizing the person with whom you are video chatting. Controls can be returned by mousing over the video view. Additionally, the camera changes from portrait to landscape if the user is calling from an iphone, ipod Touch, or ipad2, upon rotation of the device. These changes in orientation are reflected on the screen view, which although interesting could be distracting to some users. Figure 2.8: FaceTime Contacts and Video Options Competitive Analysis of Video Phone Software Platforms 14

16 Ease of Use FaceTime is relatively new to the video phone market. The interface has quirks, as one must add contacts to Address Book in order to use them in FaceTime. FaceTime comes preinstalled on Apple devices, therefore no installation is needed. This eliminates a step for users and in itself may be a draw for those that use Apple Devices. It is also easy to make a video call on the platform. There are two or three steps to making a call with FaceTime, click the desired favorite and call, or search your contacts, click the desired contact, and call. Receiving a call can happen even when FaceTime is closed, as the user remains logged into the platform, but users can ignore the call. Unlike Skype and Gmail Voice and Video, there are no away messages. Because FaceTime imports contacts from Address Book, there are no direct steps in FaceTime to add a contact. This must be done through Address Book, which for a novice user could become frustrating. Insights A platform that focuses on communication should allow not only easy access to contacts but simple and effective ways to edit and add contacts. Emphasis on individuals involved in the communication remains essential to design decisions. Communication Features FaceTime focuses on video communication between two individuals that already know each other. Therefore, any features related directly to the video call itself. As such, FaceTime provides what would seem to be basic essentials, HD video, quality audio, and full screen viewing. Additional features, such as screen sharing or text based chatting are not a choice for the user. Details Video and Audio Like Skype, FaceTime offers users up to High Definition video quality for video phone calls. Again, this is limited by the user s bandwidth and type of webcam. However, the newest Apple Competitive Analysis of Video Phone Software Platforms 15

17 devices include an HD capable camera, lending itself to this quality of video. Frame rate appears on the low side in order to incorporate wireless devices, but specs are not available. The user may choose to display video in portrait or landscape format. Users with an iphone, ipod Touch, or ipad2 change this video display as they rotate the device. Audio is also only limited by the microphone, speakers, and Internet connection speed. The user is not offered a way to adjust settings in order to improve video and audio quality. Settings and Additional Features As a software focusing on video calls, the feature set is limited. FaceTime offers a full screen view and limited zoom functions. However, it does not include any options for screen sharing. The user experience is solely based on video and audio contact with others within the user s social circle. Table 2.2: FaceTime Video Features Features Full Screen Zoom Screen Sharing Yes Limited No Insights A platform designed only for video calling may incorporate a limited feature set with some degree of effectiveness. However, for a larger platform involving shared experiences, limited features might prove to inhibit the user experience and ability for the user to interact in the simulated world of Date Night. Gmail Voice and Video Introduction Gmail Voice and Video is designed as a browser plugin to be used with Gmail. Users can connect with other Gmail users through their favorite browser. The UI and design decisions reflect the ties this plugin has to Gmail. As such, it expects the user to be dedicated to tasks other than only video chat, such as and text based chatting. Competitive Analysis of Video Phone Software Platforms 16

18 Platforms Gmail Voice and Video is designed as a browser plugin to be used with Gmail. Users can connect with other Gmail users that own a webcam via the plug-in. As it is installed to the browser, this makes Gmail Voice and Video a flexible platform for users. Insights A browser plugin could provide flexible access for users. However, it is constrained by the limits of the browser and scripting languages used to create it. Although a platform available within a browser might be of interest to the designers of Date Night, a plugin will likely be insufficient for the type of virtual world considered by Date Night. User Interface Design The User Interface for the Gmail Voice and Video plugin clearly reflects its status as a plugin to browsers and Gmail. Video is not emphasized in the layout of Gmail, as text based communications are the primary functions of this device. The purpose of this product is to increase connectivity of multi-taskers, and the design reflects this. Details General Impressions When looking at the User Interface of Gmail Voice and Video, the browser based design looks primitive, though native to HTML stylings. The system has the look of hyperlinks and popup Javascript windows. Gmail is customizable, which allows some user control over the look of Gmail Voice and Video. By nature, video is secondary to the platform, and is clearly an add on feature. There are many ways to access contacts within Gmail for video, but it is expected that this is not the only task at hand for the user. However, the position of video chat in a browser appears convenient. Competitive Analysis of Video Phone Software Platforms 17

19 Colors The default color within the interface and Gmail is varying shades blue. The design is arranged in simple columns of blue and white. In addition, the video chat window is also very blue. The interface of the movable window includes plain gray buttons, with no pizzazz or sophistication. It does not catch the user s attention or draw focus to the video chat. Figure 2.9: Gmail Voice and Video, a Gmail Plugin Layout and Organization The layout and organization of the plugin reflects the browser and Gmail. All interaction with the plugin is within the Gmail screens. Contacts are organized in a chat menu underneath the main functions of Gmail. These are pulled from the Gmail contacts. Contacts that can chat with video include a camera icon. Competitive Analysis of Video Phone Software Platforms 18

20 Figure 2.10: Gmail Voice and Video, Contacts Video Chat Window Video seems deemphasized as opposed to multitasking. In fact, the interface appears designed to encourage ing while talking to someone on camera. In addition, the video chat window includes a text based chat window protruding into the interface, begging for typing over voice. The only controls are simple open, close, mute, text box, and hang up buttons. However, the window can be dragged around the browser into the most convenient location. Ease of Use The plugin is easy to install, though it requires the user to restart their browser of choice. Gmail Voice and Video is of medium difficulty to use, largely because the video portion of the plugin is secondary to the overall functions of Gmail. Although it takes only two steps to make a call, click the contact and activated Video and more, the location of the chat box requires more eye power for the user to find and it is not the first option available to them. As contacts are used directly in Gmail, users are saved the step of searching out user names of friends and family, particularly because Gmail saves the address of any outgoing message. Competitive Analysis of Video Phone Software Platforms 19

21 Figure 2.11: Gmail Voice and Video, Video Chat Box Insights A service that emphasizes another form of communication may not take the time to have a robust and accessible video feature set. However, as video-like features are a connecting feature of Date Night, minimizing the voice and video communication features is not recommended based on the experience with Gmail Voice and Video. Communication Features Communication features of Gmail Voice and Video were designed to support a robust interface. The video chat plugin is an add on of this environment, and as such is designed only to support text based content. As a result video quality is lower than average and features are limited to basics. Competitive Analysis of Video Phone Software Platforms 20

22 Details Video and Audio Out of the products surveyed, Gmail Voice and Video has the lowest quality video and sound. Audio largely depends on connection speed, but the video is a low resolution in a small, movable window within the broswer. There are no settings to configure, so limited opportunities to improve picture and sound. The window is confined to a landscape point of view. In addition, the small video chat window does not allow the user to appreciate any details of the person with whom they are chatting. However, it does allow them to continue to work within Gmail in order to complete other tasks on the platform. Settings and Additional Features Gmail Voice and Video does not have any additional features of note, further demonstrating its status as a secondary feature of a text-based communication platform. Full screen, zoom, and screen sharing features do not lend themselves to a multitasking environment that might be preferred by Gmail Voice and Video users. Table 2.3: Gmail Voice and Video Features Features Full Screen Zoom Screen Sharing No No No Insights Gmail Voice and Video s low quality and limited feature set inhibits the ability of the video to shine as an elegant feature within Gmail. Instead, the video becomes a minor feature of a communication platform designed to send text based messages in a platform. Date Night must play close attention to the design of the communication features on the platform in order to avoid the pitfalls of Gmail Voice and Video. Competitive Analysis of Video Phone Software Platforms 21

23 Recommendations Based on analysis of the video phone software platforms Skype, FaceTime, and Gmail Voice and Video, these are the recommendations for the design team of Date Night: Date Night may wish to consider allowing couples to access the virtual world through multiple devices that connect to each other, ensuring each couple can use a platform most comfortable to them. A platform such as Date Night should not limit itself to a single brand s devices without development under the brand name. By creating a robust but simplistic User Interface Date Night could keep the most important functions available to couples that desire to date with minimal planning and personalization, while allowing couples desiring more from the experience to customize through secondary menu systems. A platform that focuses on communication should allow not only easy access to contacts but simple and effective ways to edit and add contacts. For a larger platform involving shared experiences, limited features might prove to inhibit the user experience and ability for the user to interact in the simulated world of Date Night. Features should be carefully screened with the intention of ensuring they meet the goal of enhancing a shared user experience. As video-like features are a connecting feature of Date Night, minimizing the voice and video communication features is NOT recommended. Although a platform available within a browser might be of interest to the designers of Date Night, a plugin will likely be insufficient for the type of virtual world considered by Date Night. Competitive Analysis of Video Phone Software Platforms 22

24 Appendix Observations FaceTime Quantitative # of tabs on top: 5 # of steps to make a call: 2-3 (Click/call or Contacts, Click, Call) # of steps to add contact: Imports from address book # of types of devices/software that can connect Facetime ( , Phone Number) Mac, iphone, ipod # of ads 0 Categorical Original Use: Ease of Calling Ease of Installation Organization of Contacts Mobile (Easy, Medium, Hard) (None, Easy, Medium, Hard) Favorites (top navigation tab) Contacts (bottom navigation tab) Audio Quality Mic/Connection Competitive Analysis of Video Phone Software Platforms 23

25 Picture Quality Full Screen: Zoom: Screen Sharing: Portrait/Landscape up to HD Yes No No Both Descriptive Impression of User Interface FaceTime has clearly been designed to look good embedded in a mobile device. Black and white ensures contrast, and the camera is immediately accessed upon opening the app. Controls fade out during call, emphasizing the person you are video chatting with. The camera changes from portrait to landscape if you are using an iphone, ipod Touch, or ipad2, as you rotate the device-- this is reflect on your and the other person s screen, which can be distracting. Color Palette: Black and white. Immediate emphasis on video, starting with camera view of self, then emphasizing called person after making a call. Gmail Voice and Video Quantitative # of tabs on top Browser Based-tabs reflect browser. # of steps to make a call 2 # of steps to add contact Imported from Gmail # of types of devices/software that can connect Gmail to Gmail Categorical Original Use: Browser Competitive Analysis of Video Phone Software Platforms 24

26 Ease of Calling Ease of Installation Organization of Contacts Audio Quality Picture Quality Full Screen: Zoom: Screen Sharing: Portrait/Landscape: (Easy, Medium, Hard) (None, Easy, Medium, Hard) Chat sidebar in Gmail or Contacts Depends on connection speed Low resolution, small window No No No Landscape Descriptive Impression of User Interface Browser based, primitive. Look of hyperlinks and popup windows. Gmail is customizable, which allows some user control. Video seems deemphasized as opposed to multitasking ing while talking to someone on camera. Lots of ways to access a contact for video, but seems expected that is not the only task at hand. Browser seems convenient. Simple open, close, mute, text box, hang up. Draggable window. Color Palette Default is blue. Simple columns of blue and white. Video window also very blue with a chat window sticking out in the way. Plain gray buttons, no pizzazz, not sophisticated. Skype Quantitative # of tabs on top: 8 # of steps to make a call: 2 (Click contact and call) # of steps to add contact: 2 (search id and add) Competitive Analysis of Video Phone Software Platforms 25

27 OR 3 (search, select, add) # of types of devices/software that can connect Skype-Skype (1) # of ads 0 PC, Mobile (3G), TV (3) Categorical Original Use: Ease of Calling Ease of Installation Organization of Contacts Audio Quality Picture Quality Full Screen: Zoom: Screen Sharing: Portrait/Landscape: PC (Easy, Medium, Hard) (None, Easy, Medium, Hard) Two Column, Recent and Alphabetical (name/ ID), Address Book Tab (references application) Varies based on mic quality and connection quality. up to HD Yes Yes Yes Landscape Descriptive Impression of User Interface: Clean, friendly, but corporate blue. Icons, but not in your face. Emphasis on contacts/contact self created icons over Skype design. Call interface easily allows user to use other features, such Competitive Analysis of Video Phone Software Platforms 26

28 as chat and share screen, or adjust position of your video, volume, or hang up. Black and white format of video call emphasizes person connected to. Color Palette: OSX gray and a corporate/skype/sky blue and white, chat, black and white. Competitive Analysis of Video Phone Software Platforms 27