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#UCExpo Series: A Q&A with Eric Hanson, VP Marketing and Strategic Initiatives, Fuze

April 20, 2016 by Amanda Maksymiw

Is Video Part of your Organization’s Communication Strategy?

As UC Expo begins to wind down, we spoke with Eric Hanson, VP of Marketing and Eric_HansonStrategic Initiatives for Fuze, to elaborate on all-things video in anticipation of his upcoming co-presentation with Fuze client ThoughtWorks at the UC Expo in London.

Check out the conversation and if you’re attending the conference, click here to check out Eric’s conference session.

We’d like to think of you as the “video guru” here at Fuze. How will increased use of video change the way workers communicate, both personally and professionally?

Several reports have validated the acceleration of video adoption in personal and business communication. This makes sense for several reasons. First, those considered to be part of the app generation seek rich experiences in the tools used in their daily routine. A user experience supporting simplicity and flexibility drives app adoption. Video drives engagement, but why? More than 90 percent of communication is non-verbal. Face-to-face communication delivers a more complete interaction, capturing emotional responses and maximizing the context of the dialogue. 

As the geographical distribution of workers within organizations continues to rise, video-enabled communication will help connected workers build rapport and strong relationships, in turn strengthening the connection to their work and the company, ultimately leading to greater productivity.

Our recent survey showed that more than half of the European workers surveyed agreed that video would replace voice in future communications. Do you think this will be a gradual transition? Do you think the two modes of communication will coexist in the future – and if so, how will that look?

I think that the rate at which video becomes the new dial tone will closely mirror the trend of the rise of millennials and post-millennials in the workplace. These demographics have never known a life without some form of smart technology. This has definitely impacted the adoption of video beyond the boardroom.

Some folks might romanticize the “good old days” of landlines. How do you respond?

Landlines have been the backbone of communication for a century. From the early telegraph to the adoption of phones in the home, landlines enabled the world to accelerate the pace and availability of information relevant to driving business objectives. The new world of work delivered through cloud communications is a natural evolutionary step. It further simplifies the way people stay connected while providing a scale and redundancy in the cloud, and in a manner that is more cost effective than would be possible with traditional infrastructure.  

People’s experiences with video boil down to its quality: those with positive experiences have clear images and crisp audio; those who write off the beneficial aspects of video communication often have issues with delays and poor resolution. These initial impressions can be difficult to change for technology adoption. How can companies prepare so that video can show off its chops for improved communications?

I am not sure I agree. A number of studies have shown that high-quality audio makes video “look” better. In my experience, people put first priority on the quality of audio and ease-of-use of a given tool. If you can’t discern what is said, then you might as well get on a plane. Availability of video comes next, followed by the quality of video. The simplicity and reliability of the tool are paramount. I also think the ability of an app to identify problems typically found in challenged network situations is essential, as is the ability to adapt automatically or make suggestions to the user for optimizing their experience.

If you’re heading to UC Expo, come visit us at stand H805 and learn more about our presence here.


Amanda Maksymiw
Amanda Maksymiw

Amanda is responsible for setting and managing the Fuze content marketing strategy including creating, producing and publishing engaging content. Throughout her career, she's worked with fast-growing tech companies and VCs on developing content marketing, influencer marketing and social media strategies. Amanda received her BBA in Marketing from the Isenberg School of Management at the University of Massachusetts, Amherst.

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