Why video-conferencing fails to be adopted

Audio visual consultants using an ipad device | Vidica

Over the years we have helped many customers select video-conferencing solutions. Sadly, not all of them have successfully adopted the technology. Adoption is the greatest challenge to achieving the return on investment and the competitive advantages that video has to offer.

Recently, we have seen great improvements in the ease of use of conferencing solutions but we have not seen proportional improvement in adoption rates.

So, why does video-conferencing fail to be adopted and how can you improve the outcome for your business? To answer this question, we reviewed our experiences with customers over the past decade, many of whom deployed identical solutions in the same way but achieved very different results.

We discovered the key reason why video-conferencing fails to be adopted: lack of ownership, specifically lack of organisational ownership. Ownership is the elephant in the room when it comes to achieving adoption. Ownership of the need, the use and the support of video-conferencing is the critical factor for adoption. Lack of ownership leads to low adoption. Also, it must be ownership across every facet of the business. Individual ownership provides only transient adoption – once individuals leave or change roles, adoption plummets.

Vendors, resellers and professional service organisations can assist your company to acquire video-conferencing technology, but without user buy-in and ownership it won’t be fully adopted. You know your users better than anyone coming in from the outside, so at VIDICA we work with you and your team to ensure we understand your needs.

You can buy the best conferencing solution and the best advice in the world, but you can’t buy ownership; it’s organic, it’s home-grown, and without it there is no adoption. That’s why we advocate working with users throughout the entire process.