Consumers Push IT Execs To Use Video, Web 2.0, Survey Finds

Other factors in the Cisco poll included a desire to grow their businesses, reach new customers, and increase collaboration among employees.
Video and Web 2.0 are becoming standard tools with businesses worldwide primarily because of an insatiable consumer demand, according to a survey sponsored by Cisco Systems.

Released Friday, the survey is based on interviews with 850 corporate IT decision makers. More than half said they already use video and Web 2.0 tools, while another 24% said they are considering using video and Web 2.0. Adoption factors included a desire to grow their businesses, reach new customers, and increase collaboration among employees.

The respondents also cited a major hurdle: Networks need to be beefed up before the new technologies can be easily implemented.

"The tipping point for mainstream enterprise adoption of video and Web 2.0 technologies will depend on how clearly business cases establish the link with business growth and competitive advantage," said Marie Hattar, Cisco's senior director of network systems, in a statement. "IT's role is expanding from managing network operations to also shaping a business' impact by innovating how employees, customers, and partners communicate and collaborate."

The survey revealed that customer push also helps propel businesses to adopt advanced video and Web 2.0 techniques and programs. Customer demand for innovative products and services encouraged 30% of the surveyed companies to step up their investment in video and Web 2.0. In addition, 26% of the IT executives said environmental concerns were a consideration in rolling out video applications.

The survey indicated that business is still in its initial stages of deploying video and Web 2.0 technologies, as nearly half the respondents figure they will use video more widely over the next five-year period. The impetus will come from a desire to collaborate more efficiently with remotely located employees (66%) as well as a desire to trim travel costs (56%).

There were some differences between U.S. and European companies. The survey revealed that U.S. companies using videoconferencing will tend to be faster growing, while in Europe the faster-growing companies are more likely to use Web 2.0.

As expected, security was an important issue -- 27% cited the importance of maintaining a secure network.

Market research firm Illuminas prepared the report.

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