Leveraging Enterprise Video for Internal and External Communications

Transcription

1 Leveraging Enterprise Video for Internal and External Communications issue 1 Pellentesque Pede Nibh Sed Laoreet Sagittis inside this issue CEO Welcome 1 The MediaPlatform Advantage 3 MediaPlatform Capabilities 4 MediaPlatform Integrations 7 Magic Quadrant for Enterprise Video Content Management 8 CEO Welcome Video is revolutionizing enterprise communications. At MediaPlatform, our customers are leveraging our enterprise YouTube and rich media webcasting capabilities for a variety of internal and external needs, including executive messaging, training, collaboration, employee engagement and sales and marketing. MediaPlatform is focused on helping organizations use streaming media to improve efficiency, lower costs and gain competitive advantage. As the demand continues to grow for secure video portals that enable time-shifted consumption of content on desktops and mobile devices, we will continue to innovate to meet the evolving requirements of global enterprises. MediaPlatform is the industry pioneer and leader in offering the widest range of solution deployment options, including cloud-based software as a service (SaaS), hybrid SaaS and on-premise installation. In addition, we also offer webcast event services for busy professionals in need of assistance or a full service solution for their online events. We believe the inclusion of MediaPlatform in the Gartner Magic Quadrant for Enterprise Video Content Management gives CIOs, IT professionals and corporate communications decision makers the assurance that our software and services are amongst the best in the industry. Our robust video portal with fully integrated rich media webcasting capability sets us apart from many of the vendors found in the Enterprise Video Content Featuring research from

2 Management Magic Quadrant and MediaPlatform is focused on helping organizations use streaming content to improve efficiency, lower costs and gain competitive advantage. On behalf of everyone at MediaPlatform, I would like to sincerely thank Gartner for naming us to the first ever Gartner Magic Quadrant for Video Content Management. And to those organizations currently researching a streaming media solution, I invite you to consider MediaPlatform. Jim McGovern Chief Executive Officer MediaPlatform, Inc Wilshire Blvd Suite 460 Beverly Hills, CA United States P: x 1 F: sales_inquiries@mediaplatform.com 2 l Leveraging Enterprise Video for Internal and External Communications Leveraging Enterprise Video for Internal and External Communications is published by MediaPlatform. Editorial content supplied by MediaPlatform is independent of Gartner analysis. All Gartner research is used with Gartner s permission, and was originally published as part of Gartner s syndicated research service available to all entitled Gartner clients Gartner, Inc. and/ or its affiliates. All rights reserved. The use of Gartner research in this publication does not indicate Gartner s endorsement of MediaPlatform s products and/or strategies. Reproduction or distribution of this publication in any form without Gartner s prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. The opinions expressed herein are subject to change without notice. Although Gartner research may include a discussion of related legal issues, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company, and its shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartner s Board of Directors may include senior managers of these firms or funds. Gartner research is produced independently by its research organization without input or influence from these firms, funds or their managers. For further information on the independence and integrity of Gartner research, see Guiding Principles on Independence and Objectivity on its website, com/technology/about/ombudsman/omb_guide2.jsp.

3 Source: MediaPlatform The MediaPlatform Advantage MediaPlatform offers a complete end-to-end enterprise video content management portal that enables internal and external distribution of on-demand and live video for corporate communications, training, knowledge sharing and marketing. With fully integrated rich media webcasting that enables streaming to any viewer, anywhere on any device, MediaPlatform provides a solution for all of your enterprise video needs. To download an overview datasheet of MediaPlatform click here. The MediaPlatform solution differs from many of the enterprise video content management offerings on the market in a few ways. Below is a brief overview of three key differentiators. Deployment Flexibility MediaPlatform was built for the cloud and also supports hybrid SaaS and on-premise deployments. MediaPlatform has spent years developing and deploying a world class, enterprise grade video platform for live and on-demand video streaming, webcasting, and video asset management. We offer complete deployment flexibility to suit the varying needs of small, medium, and large enterprises. While SaaS and hybrid SaaS deployments for an enterprise video platform have become the preferred architecture for most enterprises today due to the many benefits for reducing load on the wide area network, lowering costs, and accelerating deployment, MediaPlatform understands that for some customers an on-premise deployment is still the only viable option. Security MediaPlatform provides enterprise grade security and governance by authenticating users via enterprise single sign-on (ESSO). The first layer of security is at the application sign on layer. MediaPlatform will integrate with the enterprise Active Directory system and require the user to authenticate with the enterprise itself prior to being allowed into the MediaPlatform environment. This integration is accomplished via the SAML 2.0 standard. The MediaPlatform integration method not only helps keep the content secure, but also provides the most efficient method for passing information regarding employment status changes. If a new hire is brought on board at an enterprise, one of the first steps is to add the user to the enterprise active directory. When the employee is put into the active directory they will also be able to log into MediaPlatform. If an enterprise has channels in their MediaPlatform instance that require a certain career level or department to access, when an individual is promoted or joins that department that information will be updated in the enterprise directory and the next time the user signs in the permissions related to the promotion will be passed to MediaPlatform and the user will automatically have access to the correct channels. The same is true when an employee leaves the company; when the active directory is updated the user will no longer have access to the MediaPlatform application. Authentication is handled on the enterprise side and after authentication attributes for the user are passed to MediaPlatform. By taking this approach, it allows the enterprise to maintain the level one security on the enterprise side where it will be kept the most current and up to date. Fully Integrated Rich Media Webcasting MediaPlatform enables peer assist multicast live streaming with no desktop client to install. Our 100% browser based player can be used entirely from the cloud, with no on-site media server. MediaPlatform pioneered an approach to rich media webcasting that enables a pervasive delivery of presentations across virtually any type of delivery scenario. Called MediaPlatform SmartPath, it provides a framework to define the particular set of media distribution and failover rules that makes sense for your organization. SmartPath provides the infrastructure for an overlay network which combines all of the media distribution technologies which are applicable in different situations. For instance, audience participants on the general Internet may be good candidates to receive their stream from a CDN (such as Akamai), while other viewers may be good candidates for Leveraging Enterprise Video for Internal and External Communications l 3

4 Adobe Multicast Fusion. Each audience participant will receive the media stream that makes sense for them (e.g. HTML5 over HTTP streaming or Flash video over RTMP) delivered over the most efficient and network safe technology possible (e.g. a CDN or ecdn or WAN Acceleration device, and so forth.) MediaPlatform SmartPath solves the challenges of delivering webcast presentations to all audience members via an abstraction layer, which leverages all necessary distribution options when appropriate. This approach, which we call pervasive webcasting, uses a rule-based IP address analysis to assign a compatible stream to each delivery technology dynamically. Additional MediaPlatform Live Streaming Features: Enables creation of live or mock live content Support for multiple remote presenters Leverages Multicast Fusion to reach 100% of viewers without network upgrades Supports streaming to ios and Android devices Auto-archiving with instantaneous availability of events To schedule a full demonstration of MediaPlatform click the Schedule a Demo button below. To watch an explainer video on how MediaPlatform SmartPath works go here. Source: MediaPlatform 4 l Leveraging Enterprise Video for Internal and External Communications MediaPlatform Capabilities On-Demand Streaming and Content Creation MediaPlatform supports five methods of on-demand content creation from the desktop: uploading, webcam capture, embed code, url and hosting of links from archived MediaPlatform events. MediaPlatform transcodes to multiple formats to solve distribution problems for VODs and leverages Adaptive Bit-Rate (ABR) Streaming to provide the optimal experience for viewers. Live Streaming and Content Creation MediaPlatform enables the creation of live or mock live rich media presentations for CEO town halls, corporate communication, training/education and marketing.

5 MediaPlatform gives you the ability to feature multiple presenters and stream to ios or Android devices. Mobile Streaming and Content Creation Today s information workers are increasingly demanding the ability to view and create video content on a variety of mobile devices. MediaPlatform is the leader in providing solutions that support on-demand and live video consumption as well as the creation of employee generated content on ipad, iphone, and Android devices. MediaPlatform supports Adaptive Bitrate Streaming (ABR) for HLS and HTTP streaming for MP4. gives administrators the ability to grant or deny access to specific pieces of content. Permission Management With MediaPlatform s role-based permissions, custom roles can define who has access rights, content management, channel management, and analytics visibility. This can be combined with MediaPlatform s Single Sign-on (SSO) Rule Manager to allow automated rules to be defined for mapping roles and permissions to enterprise directory attributes. (E.g., a SSO rule mapping can define that all Executives will have view access to Channel XYZ.) These roles and permissions are consistently maintained, even when accessing MediaPlatform s video in other applications (such as through embed code). You can learn more about how MediaPlatform can help you leverage mobile video at your company here. Social Sharing, Rating, Tagging and Commenting MediaPlatform supports social sharing, rating and tagging. Custom embed code, with ratings and comments, can be generated and deep linking through URL can be achieved as well. Downloadable attachments can also be associated with ondemand and live video content. Channel-centric asset organization and access control Asset management has a channel-centric approach. With Channel management permissions, users with the appropriate permissions can create and edit new channels. MediaPlatform Flexible VOD Transcoding MediaPlatform enables transcoding to different formats to solve distribution problems for VODs, including HDS, HLS, MP4 and FLV. Transcoding to multiple formats will ensure delivery of the video to all possible endpoints, including Android and ios mobile devices. In addition, most transcoding formats may be enabled for adaptive bitrate video, and the number of bitrates and quality of the bitrates are configurable. MediaPlatform maintains a large transcoding farm to ensure high quality transcoding in a timely manner. Lifecycle Management and Audit Logging MediaPlatform gives user the ability to schedule asset lifecycle events. Once these events are scheduled they will execute automatically which allows for easy management of an asset s full lifecycle. Asset lifecycle events include activation, deactivation, delete, feature or unfeature. Leveraging Enterprise Video for Internal and External Communications l 5

6 In-Depth Analytics MediaPlatform provides robust analytics for uploads, embeds, live and archived webcasts and URLs hosted inside the platform. On-Demand analytics include top assets, asset inventory, top contributors, top viewers, device, browser and operating system. 6 l Leveraging Enterprise Video for Internal and External Communications Analytics include viewer profiles, unique visitors, campaign tracking, length of visit and viewer maps. MediaPlatform also provides viewer interaction information regarding questions submitted and polls/survey responses.

7 Source: MediaPlatform MediaPlatform Integrations MediaPlatform for Microsoft SharePoint The MediaPlatform integration for Microsoft SharePoint transforms SharePoint s basic media functionality into a robust media solution with advanced media management features. MediaPlatform provides a superior video streaming experience for desktops, the web and mobile devices, sophisticated video transcoding, customizable video channels, advanced integrated search, live video streaming and more. Key Benefits Centralized Management of All Media Optimal Video Delivery to Desktop, Tablet and Mobile Devices Integrated Video Search Distribute Rich Media Webcasts to all Employees Support for Audio and Video Webcasting Total Template Customization and Branding 100% Cloud Based Solution The Industry s Most Powerful Analytics and Reporting MediaPlatform Archiving Drives Continued Lead Generation and Campaign ROI Download the MediaPlatform for Salesforce datasheet here. MediaPlatform for Eloqua MediaPlatform integrates with best in class marketing automation software Eloqua. Our Cloud Connector helps you improve your marketing productivity by seamlessly synchronizing new leads with MediaPlatform webcasts and webinars. Enables Employee Generated Content (EGC) Files Stored Outside of SharePoint, No Limit on Video Size Download the MediaPlatform for SharePoint datasheet here. MediaPlatform for Salesforce MediaPlatform integrates with leading customer relationship management (CRM) software Salesforce. If you are responsible for producing marketing webinars or overseeing online training sessions you know how important timely follow-up is after the event to ensure lead conversion and better program ROI. With MediaPlatform for Salesforce you can automatically capture registration data for live and archived MediaPlatform events in Salesforce, provide visibility into webinar and training activities from the Lead or Contact record and enable immediate follow-up with prospects based on behavioral data. Key Benefits MediaPlatform Event Analytics Enrich Salesforce Lead Data for Lead Nurturing and Sales Follow Up Data Passed from MediaPlatform to Salesforce Includes Attendance, Viewer Duration, Q&A, Polls, and Surveys Eloqua users can set up Eloqua registration pages to capture leads into Eloqua and the MediaPlatform Cloud Connector will pass those leads into the MediaPlatform event registration system automatically. MediaPlatform can then pass live event analytics for each registered attendee back into Eloqua. Things like who attended and who did not, how long they stayed in the event, what questions they asked, and their responses to polls and surveys delivering actionable intelligence for lead qualification, nurturing and sales follow up. Key Benefits Use Eloqua Marketing Automation to Drive Event Registration MediaPlatform Event Analytics Enrich Eloqua Lead Data for Lead Nurturing and Sales Follow Up Information Passed from MediaPlatform to Eloqua Include Attendance, Viewer Duration, Q&A, Polls, and Surveys Download the MediaPlatform for Eloqua datasheet here. Leveraging Enterprise Video for Internal and External Communications l 7

8 Source: Gartner Research G , Whit Andrews, 26 September 2013 Magic Quadrant for Enterprise Video Content Management 8 l Leveraging Enterprise Video for Internal and External Communications Enterprise video content management is now a market with comparable vendors, significant and stable revenue, and a meaningful customer base. Vendors range from megavendor Cisco to very small vendors that are just beginning to have an impact in the market. Market Definition/Description This document was revised on 27 September The document you are viewing is the corrected version. For more information, see the Corrections page on gartner.com. We define enterprise video content management as software, appliances or software as a service (SaaS) intended to manage and facilitate the delivery of one-to-any ondemand video across Internet protocols. Many Figure 1. of the vendors in this market offer video delivery across the Internet to people who are external to enterprises. Examples include customers, suppliers, partners, agents and others. Many enterprises demand that vendors support internal delivery, so we focused this analysis on vendors that pursue internal, worker-facing installations as a key part of their business. Many vendors also support external delivery, such as for customer service or commerce. Magic Quadrant Vendor and Brightcove Brightcove is quite well-known for its cloud video delivery, which powers many external websites with instructional, promotional and marketing messaging. Many enterprises use it to address tactical internal video projects as well. It offers internal video delivery, including a creative means of addressing security and workflow integration. Its young stock has experienced substantial volatility: Brightcove s founding CEO stepped down earlier in 2013, and venture capitalists have reduced their stake during the past year as well. It has excellent analytics for understanding audience groups and viewer behavior. Simple pricing model includes starter packages that enterprises find very affordable. Its in-cloud transcoding platform, a recent acquisition, is capable of ingesting and transcoding very large volumes of video quickly. Magic Quadrant for Enterprise Video Content Management Source: Gartner (September 2013)

9 It is a popular choice for Web content management (WCM) vendors as a partner for the integration of video into delivered online experiences; often, enterprises that use it internally also do so externally. Brightcove expends less effort on its native workflow engine for enterprise applications than vendors that are focused on internal-facing or worker-facing delivery. (It does allow for integration to more powerful workflow engines.) Brightcove collects video from file repositories, but provides very limited capability for integrating to teleconference sources to capture video that will be replayed. However, it now offers a Video Cloud Live webcasting solution. Gartner s vendor financial rating for Brightcove is Promising. Cisco Most IT professionals see Cisco as being directly connected to video delivery in internal scenarios. The company has adjusted pricing to be more attractive to smaller prospective customers, but the legacy of its higher prices in the market still dissuades many. Also, its solutions remain hardware-centric. Many IT leaders find working with the megavendor to be reassuring, however, and it frequently appears on shortlists for internal collaboration projects. Gartner s vendor financial rating for Cisco is Positive. Cisco was very early to market with talk-track search in its Pulse feature. This is no longer a unique feature, but still demos very well and captures prospects attention. Cisco also offers video content management as an aspect of a larger collaboration portfolio. Prospects that wish to combine video content management with digital signage can obtain both from Cisco. Cisco remains reluctant to embrace cloud capability, offering remote hosting only with partners. (The storage capacity of its equipment, however, is quite large at nearly 2TB.) Transcoding requires an appliance on-premises. Ignite Ignite has been acquired by Versata, and its future direction is currently uncertain. Ignite uses software-assisted video delivery. It delivers videos to internal workers or others sanctioned specifically by the enterprise. Such a target market makes it simple and easy to price and select for appropriate use cases. Its development road map is ambitious and will significantly improve Ignite s position if it s completed. Its software-assisted delivery model is effective for internal, on-wan installations. Its client-driven or browser-driven player simplifies video interoperability with less transcoding. It has an extremely simple per-device pricing model. Enterprises find video content management to be confusing from a pricing perspective, but having predictability and clarity is attractive because enterprises can predict how pricing will be affected by the expansion of any project or program. Ignite s acquisition makes its strategic direction unclear. Its offering only addresses internal delivery. It currently offers search only within video metadata, such as titles, descriptions and tags. Kaltura Kaltura has developed a modular and extensible platform that allows for significant customization and development. It pursues multiple clusters of use cases with specific capabilities, including media and high education. Its very strong cloud/on-premises hybrid storage model also allows third parties to be storage partners. Leveraging Enterprise Video for Internal and External Communications l 9

10 It has an extremely modular architecture, which allows for application development, customization and incorporation into other applications. It has a highly flexible workflow engine. Its powerful and flexible analytics serve most use cases. Transcription for search or other purposes is currently licensed from other vendors and provided through Kaltura. The administration and management interface will need more streamlining to make it easy to use. KZO Innovations This small vendor was acquired by Bedford Funding during the course of this research. The increased financial viability bodes well for it. KZO s functionality has centered on sharing video between workers in an on-demand mode, with emphasis on annotation and security. This represents an interesting combination with another acquisition of Bedford s, Peoplefluent, which addresses HR tasks such as talent management. Its in-video annotations and sharing such annotations are quite strong, including gridded markup for sharing insight and analysis of video content. 10 l Leveraging Enterprise Video for Internal and External Communications Kontiki Kontiki is well-respected for the internal delivery of video (and other digital objects) for internal use cases within the enterprise. The vendor has excellent partnerships for its go-to-market strategy, including relationships with telecommunications companies and other vendors that have the ear of prospects in the video market. Its software-assisted delivery model is effective for internal, on-wan installations. It has an extremely simple per-worker pricing model. Enterprises find video content management to be confusing from a pricing perspective, but having predictability and clarity is attractive because enterprises can predict how pricing will be affected by the expansion of any project or program. Its client-driven player simplifies video interoperability with less transcoding. Its offering only addresses internal delivery. It currently offers search only within video metadata, such as title, description and tags. It has good management of delivery in online and very-lowbandwidth circumstances. It has strong search of metadata, including annotations; it has provided transcripts; and it has captured accompanying textual elements, such as presentation slides. It has limited WAN optimization for internal delivery. Its postacquisition path will require significant investment and effort from Bedford. MediaPlatform MediaPlatform is less well-known than many of the vendors that have invested significantly in marketing and visibility, but it has a respectable customer list and credible developed product. It also offers integrated webcasting. It has a solid workflow for various use cases. Its flexible pricing allows for various approaches that give advantages to end-user enterprises. It has a strong cloud/on-premises hybrid model.

11 Its search capability is limited. It has fewer integration choices than its rivals (but it does have Microsoft SharePoint and salesforce.com). Panopto The lecture-capture vendor is seeking to expand beyond the higher education market, and is addressing corporate training and corporate executive messaging. It offers innovative adaptive rate video delivery and is particularly strong at multicamera, multiperspective video capture. Video can reside in the cloud or on-premises, and the application for sharing it can also be divided so that elements reside in either place. The capture of video from videoconferencing and Webconferencing systems is especially broad. Some clients report that Polycom sales representatives are focusing on delivering hardware, including room unit sales, to the detriment of video content management. Its social functionality (such as likes and user-generated tagging) lags behind other vendors. Its usage analytics are quite strong for a vendor that is entering general video content management from lecture capture. Its solid workflow is designed to accommodate more than just the higher education market. Its simple pricing model combines the number of creators and the number of hours delivered. Its search of the talk track requires the use of a partner. It is just emerging as an enterprise video content management vendor from a history as a lecture-capture specialist. Polycom This teleconferencing equipment and network vendor acquired Accordent Technologies to enter the video content management market. Its sales force is now effectively delivering the message that video on-demand is part of the large company s offerings, and its capabilities are admirably contemporary in cloud architecture and network optimization. This very large vendor offers financial stability and an easyto-understand pricing model. Gartner s vendor financial rating for Polycom is Promising. Qumu Qumu was acquired by legacy video vendor Rimage in 2011 and has increased its visibility to prospects, as reflected by Gartner clients mentioning it more often in our conversations with them. (In September 2013, Rimage renamed itself Qumu and identifies enterprise video content management as its best potential for revenue growth.) The vendor has maintained flexibility in its delivery architecture and is adding to its line of functionality, including via the addition of a partnership with Nexidia to strengthen search. Rimage s name change to Qumu reflects the stronger growth opportunity in the contemporary video delivery model. Its very strong cloud/on-premises hybrid storage model also allows third parties to be storage partners. Its new partnership with audio search specialist Nexidia is promising for making it easier to find videos as well as specific spots in them. An effective and modularized workflow allows for integration to external processes. Its pricing model is challenging and difficult to interpret. Leveraging Enterprise Video for Internal and External Communications l 11

12 Gartner s vendor financial rating for Qumu is Promising. Sonic Foundry This lecture-capture specialist successfully penetrated government and corporate use cases with an easy-to-use (and sell) appliance; it now extends into a broader spectrum of content management, addressing video from any source. Its references, in many cases, have used it for more than five years, and describe themselves as having expanded their Sonic Foundry use from a few capture stations to more complete installations. The vendor is well-regarded for being responsive and attentive to its customers concerns. It has strong network optimization. Its architecture includes on-premises options and a relatively recent cloud offering. It lacks strong search capabilities (but states it plans to include audio track search). It must continue to increase its market presence for video content management. 12 l Leveraging Enterprise Video for Internal and External Communications It allows for either cloud or on-premises video storage and application execution. Its effective search capability is based on talk-track analysis. Its robust workflow includes ingestion via capture devices as well as nondevice sources. It has less flexibility in optimizing delivery across WANs and internal networks. It lacks emphasis on social features (but has strong educationally related features). VBrick Systems VBrick is well-known in the military and law enforcement areas, and delivers very strong performance for video that must be delivered live or nearly live without interruption. It has significantly increased its sales efforts in commercial markets in 2013, and now states that 40% of its bookings are from corporate enterprises. It has faced challenges in maturing into a video-on-demand specialist as well, but is undergoing significant changes in its pursuit of this newer market. Deep sharing allows for strong collaboration and social capabilities in which elements of videos are shared without being subdivided. Vendors Added and Dropped We review and adjust our inclusion criteria for Magic Quadrants and MarketScopes as markets change. As a result of these adjustments, the mix of vendors in any Magic Quadrant or MarketScope may change over time. A vendor appearing in a Magic Quadrant or MarketScope one year and not the next does not necessarily indicate that we have changed our opinion of that vendor. This may be a reflection of a change in the market and, therefore, changed evaluation criteria, or a change of focus by a vendor. Added This Magic Quadrant updates the 2012 MarketScope for Video Content Management and Delivery. We added Panopto, a significant lecture-capture specialist that is seeking to expand decisively beyond higher education and other high-complexity training environments (such as medical practices) into extended, full-spectrum video content management in commercial and government entities. We also added MediaPlatform, which is appearing in inquiries. Dropped We dropped Limelight Networks, Ooyala and SDL because we sought to include only vendors with very significant internal video delivery. All three vendors are still strong candidates for video delivery to users that are external to a company or government. Inclusion and Exclusion Criteria To be included in the Magic Quadrant, vendors must meet the following requirements:

13 Video content management functionality must be natively developed in or founded on a noncommercial open-source technology. Products must provide for workflow, storage, search and integration (into other user-facing products). The vendor must have at least one installation with more than 1,000 seats for internal delivery. The vendor must actively market products in North America or Europe. The vendor must ordinarily sell the video products separately from other products (such as enterprise content management [ECM], portals, Web customer service or infrastructure). Evaluation Criteria Ability to Execute Financial stability and positioning are factors here. Also, we include pricing clarity and customer experience here. Ability to Execute includes the ability of a vendor s products to address basic needs, such as transcoding, social capabilities, and integration for capturing or playing back videos. Customers experiences are still evolving because the products are new to them. Table 1. Ability to Execute Evaluation Criteria Criteria Product or Service Overall Viability Sales Execution/Pricing Market Responsiveness/Record Marketing Execution Customer Experience Operations Source: Gartner (September 2013) Weight High High Medium Not Rated Not Rated Medium Not Rated Completeness of Vision Completeness of Vision is defined by the ability to envision and address the market s future. We also considered what a vendor offers in the differentiating categories of analytics and delivery optimization. In addition, we examined the ability to handle delivery model (especially hybrid cloud and on-premises) and search, which are key realms of innovation in the market. Table 2. Completeness of Vision Evaluation Criteria Evaluation Criteria Market Understanding Marketing Strategy Sales Strategy Offering (Product) Strategy Business Model Vertical/Industry Strategy Innovation Geographic Strategy Source: Gartner (September 2013) Quadrant Descriptions Leaders Weighting High Not Rated Not Rated High Not Rated Not Rated High Not Rated Leaders in the market have developed flexible, extensible products that are effective in a variety of use cases. We expect that they have strong and viable futures. They can address internal or external viewership and are in solid financial positions. Challengers Challengers have credible financial positions and have demonstrated commitment to the market. They may also be developing a stronger vision for the future, but today, they do not fully qualify as Leaders. They may be strong targets for acquisition or financially strong vendors looking to make acquisitions. Visionaries Visionaries are developing new competencies and addressing enterprise needs with flexibility. They need more substantial financial resources and possibly improved depth in necessary functions to establish leadership. Leveraging Enterprise Video for Internal and External Communications l 13

14 Niche Players Niche Players are generally developing their facility in this market after establishing themselves first in other arenas. They are developing the necessary capabilities more completely to pursue enterprise video content management. They may be the best choice in specific use cases. Context Enterprises seeking to establish video on-demand through an enterprise video content management system will discover that vendors are competing for their attention in a confusing marketplace. Some elements are stabilizing, such as delivery to mobile devices. In most cases, though, vendors demonstrate widely divergent strategies for addressing key functions, such as WAN optimization, video search and hybrid cloud/on-premises delivery capabilities. We recommend that companies and governments scrutinize their needs, and then weigh all these different approaches together before comparing on price or functionality. Some clients have collated multiple use cases into a single project, and they desire a general-purpose platform for video. Others are seeking a more specific offering. Use cases include the following: Gartner s CRM team is handling inquiries on establishing video sharing for customer service. The collaboration team has heard from clients that are hoping to establish video as an interteam collaboration medium. E-commerce analysts have heard from clients that are hoping to show videos as a means of improving sales via online channel optimization. Training is a key use case in all organizations (with a concomitant need for integration to learning management systems). 14 l Leveraging Enterprise Video for Internal and External Communications Market Overview Inquiries related to enterprise video content management continue to rise. Vendor revenue growth in this category is significant in some cases, according to credible data provided by vendors under nondisclosure as part of the Magic Quadrant information gathering process. Gartner surveys have shown that IT executives at large companies predicted growth from 7.2 hours of video streamed per user, per month in 2010 to 10.8 hours in 2012 (see User Survey Analysis: Video Content Management and Delivery: Streaming Goes Mainstream [Note: This document has been archived; some of its content may not reflect current conditions]). We project that, by 2016, large companies will stream more than 16 hours of video per worker, per month (see Predicts 2012: Plan for Cloud, Mobility and Big Content in Your ECM Strategy [Note: This document has been archived; some of its content may not reflect current conditions]). Clients are generally seeking to acquire the products via SaaS or hybrid models. The exception is clients that are concerned about the security of the videos they intend to post, although security is increasingly well-provisioned by SaaS and cloud video content management vendors. In higher education, video is becoming a critical opportunity for differentiation, educational reach and operational efficiency. We examined various key elements of vendors capabilities, and this Magic Quadrant analysis focuses on vendors that generally offer solutions intended to address a broad segment of enterprise video use cases. Specialist vendors that address particular areas like e-commerce (such as product demonstration videos for retail websites) or lecture capture only are not included. Key elements we asked about were: WAN optimization Workflow creation and provision Integration, including interoperation with other applications, the ability to address multiple formats and security Use-related analytics The facility to make videos searchable

15 The ability to work with mobile devices, including Android-powered and ios-powered phones and tablets Adobe offers video content management for external delivery, with a focus on e-commerce and marketing. Accomplishing internal video sharing and external video storing demands that a variety of different capabilities be addressed. Meaningful video sharing products must be able to address network optimization for external or internal users and workflows to address the use cases for which the products are targeted. Content management functions that are intended to address governance challenges, such as the approval or life cycle of specific video content objects, are also critical. Gartner is seeing vendors enter the market from a wide variety of positions. Very large vendors, such as Cisco and Polycom, are developing product lines that leverage their traditional strengths in telepresence and teleconferencing. Other very large vendors have expressed an interest in acquiring the smaller vendors in this evaluation. Many smaller vendors are also entering the market from digital asset management, content delivery network (CDN) or other video-specific backgrounds. Video content management and delivery must coexist with various other kinds of software, such as ECM, portal and WCM platforms, and learning management systems. Generally, these software platforms will serve as display contexts for videos, but may also perform other roles, such as workflow bases or foundations for searching for and finding video. It s too early in the development of this market to begin assigning market sizes or attempting forecasts. SaaS is particularly popular in the market, and nearly all the substantive vendors offer it as a native capability or via another party. SaaS will certainly grow, especially for use cases in which external customers are the primary target for videos, or in which organizations want to insulate themselves from unpredictability in storage infrastructure costs. A significant number of vendors we evaluated offer software, SaaS or appliances that address at least some of the necessities in video content management, but they did not meet the inclusion criteria for one or more reasons. We recommend that enterprises consider the following vendors for various reasons. They were not included in the full evaluation because they did not meet the inclusion criteria, or because we learned of them too late to include them: Echo360 is a lecture-capture vendor that is seeking to expand its offerings to address video content management. Fordela is a cloud-based digital asset management vendor that specializes in video platforms for the media industry. Kulu Valley focuses on delivering online presentations. Limelight, a CDN vendor, mostly addresses the external delivery of video. Ooyala previously pursued enterprise clients for internal delivery projects, but now focuses on external delivery. OpenText, the content management and business process management vendor, has developed video content management as an aspect of its product line. Ramp, which developed video search and analytics, now offers video content management as well. SDL focuses on external video delivery for marketing and merchandising. Sorenson 360 offers low-price bundles for basic installations. Viocorp is based in the Asia/Pacific region. Evaluation Criteria Definitions Ability to Execute Product/Service: Core goods and services offered by the vendor for the defined market. This includes current product/service capabilities, quality, feature sets, skills and so on, whether offered natively or through OEM agreements/partnerships as defined in the market definition and detailed in the subcriteria. Overall Viability: Viability includes an assessment of the overall organization s financial health, the financial and practical success of the business unit, and the likelihood that the individual business unit will continue investing in the product, will continue offering the product and will advance the state of the art within the organization s portfolio of products. Leveraging Enterprise Video for Internal and External Communications l 15

16 16 l Leveraging Enterprise Video for Internal and External Communications Sales Execution/Pricing: The vendor s capabilities in all presales activities and the structure that supports them. This includes deal management, pricing and negotiation, presales support, and the overall effectiveness of the sales channel. Market Responsiveness/Record: Ability to respond, change direction, be flexible and achieve competitive success as opportunities develop, competitors act, customer needs evolve and market dynamics change. This criterion also considers the vendor s history of responsiveness. Marketing Execution: The clarity, quality, creativity and efficacy of programs designed to deliver the organization s message to influence the market, promote the brand and business, increase awareness of the products, and establish a positive identification with the product/brand and organization in the minds of buyers. This mind share can be driven by a combination of publicity, promotional initiatives, thought leadership, word of mouth and sales activities. Customer Experience: Relationships, products and services/ programs that enable clients to be successful with the products evaluated. Specifically, this includes the ways customers receive technical support or account support. This can also include ancillary tools, customer support programs (and the quality thereof), availability of user groups, service-level agreements and so on. Operations: The ability of the organization to meet its goals and commitments. Factors include the quality of the organizational structure, including skills, experiences, programs, systems and other vehicles that enable the organization to operate effectively and efficiently on an ongoing basis. Completeness of Vision Market Understanding: Ability of the vendor to understand buyers wants and needs and to translate those into products and services. Vendors that show the highest degree of vision listen to and understand buyers wants and needs, and can shape or enhance those with their added vision. Marketing Strategy: A clear, differentiated set of messages consistently communicated throughout the organization and externalized through the website, advertising, customer programs and positioning statements. Sales Strategy: The strategy for selling products that uses the appropriate network of direct and indirect sales, marketing, service, and communication affiliates that extend the scope and depth of market reach, skills, expertise, technologies, services and the customer base. Offering (Product) Strategy: The vendor s approach to product development and delivery that emphasizes differentiation, functionality, methodology and feature sets as they map to current and future requirements. Business Model: The soundness and logic of the vendor s underlying business proposition. Vertical/Industry Strategy: The vendor s strategy to direct resources, skills and offerings to meet the specific needs of individual market segments, including vertical markets. Innovation: Direct, related, complementary and synergistic layouts of resources, expertise or capital for investment, consolidation, defensive or pre-emptive purposes. Geographic Strategy: The vendor s strategy to direct resources, skills and offerings to meet the specific needs of geographies outside the home or native geography, either directly or through partners, channels and subsidiaries as appropriate for that geography and market.