The transformation of video communications

THE world is now witnessing the rise of a new group of consumers driving Asia's economy - digital natives who contribute to over 30 per cent of Asia's total consumption. Following the mass migration to digital channels amid the pandemic, this growing consumer segment favours quality and carries heightened expectations for immersive, personalised and connected experiences. Yet, the digital age with its short and endless streams of content has made generating meaningful connections increasingly difficult. This means that businesses will need to do more to engage meaningfully across both physical and digital channels.

Businesses in the region are now faced with an accelerated urgency to transform both from the inside and out, to provide the level of meaningful connection consumers now demand. Be it overhauling business propositions, delivering innovative products and services, or driving engagement within the everywhere workforce, video communications is one of the key channels that cannot be ignored - and will need to evolve and scale to better serve organisations.

Total experience

It's no longer just about digital experience, customer experience or even employee experience. In today's hyper-competitive landscape, businesses now need to bring to the table total experience, delivering all these 'X's in one complete package.

Business interoperability will become critical, with video communications coexisting with traditional touchpoints to reach consumers and employees across different channels. Simultaneously, we see organisations starting to tailor their digital platforms in innovative ways, such as the adoption of video software development kits (SDKs).

Many traditional banks in the region, for example, have turned to video-enabled communications for the modern day banking experience. Customers can now access a convenient and end-to-end banking experience from the comfort of their homes, while retaining the human touch they desire.

Inclusion in a hybrid environment

This means that both remote and in-person workers must feel equally well-equipped to work from wherever they are, with tools that facilitate inclusivity and asynchronous collaboration. However, poor Internet connections have marred the communications experience for many, ranking as remote employees' biggest challenge over the past year. Thankfully, connectivity resilience, bolstered by communications platforms that can operate in low bandwidth environments and the advancement of network technology, will soon enable a more reliable and enhanced user experience.

Meaningful connections

As we look ahead, the increasingly interconnected world demands communication to be frictionless and borderless. Video communications platforms present a promising avenue for the integration of advanced technology like AI or AR/VR. The future of the workplace will be hybrid, and having the technology to mimic the wide range of communication forms will help replicate the experience of being in the office - only better.

The ability of AI systems to see, talk and hear makes communication immersive, inclusive and with the personalised touch that makes it special. AR/VR technology helps to drive equal participation in hybrid settings, enabling features like auto-tracking cameras, speaker focus and even attendance tracking.

Elsewhere, live transcription and translation features during virtual meetings minimise language barriers between employees and empower them to speak up - and out. On a larger scale, workspaces designed for hybrid teams may well become a staple in the modern office as employees shuttle between the office and home, with AI and AR/VR technology at the centre of the communication experience.

Video communications can no longer be seen merely as a means of connection, but as ammunition for businesses to stay ahead in the digital economy. If 2021 was a practice run as we adapt to life in the new normal, 2022 will be when the race to meet the needs of the modern consumer truly begins.

The writer is head of Asia-Pacific at Zoom