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LifeSize, a video and audio telecommunications company, finds cloud-based video collaboration platform catching up in a big way. Casey King, Chief Technology Officer of the company, in a conversation with Manu Sharma, shares his views on how enterprises have leveraged the cloud-based delivery trend to enable seamless high-definition video communication over multiple devices
How does the cloud make sense to communication technology and what kind of pricing strategy have you evolved?
Cloud-based platform is the most sought after technology these days and communication technology cannot be an exception to the rule. While taking a conscious decision to foray into the cloud model, we at LifeSize have introduced a new way to improve productivity and collaborate in ways that were not thought possible earlier.
Known as LifeSize Connections, the new service is designed to work directly with PCs, running Mac OS or Windows, as well as dedicated video conferencing end points. The service supports many simultaneous users on a call, with 720p resolution, although this will depend on both the quality of hardware and the available network bandwidth.
The connection service includes firewall traversal for call setup, as well as directory services and call encryption. Guests can join the service free of charge via a web link using our own cloud platform. Today we have many SME customers who are utilising our cloud platform.
A large company can deploy on-premises cloud implementation like our LifeSize Bridge 2200 hosted on a private cloud or have the providers host the application on the UVC platform, which is a virtualised software solution for HD videoconferencing infrastructure.
With regard to the pricing, we have priced [the service] at $100 per-user-per-month for an endpoint connection to the service and $30 per-user-per-month for a desktop client, which would include a camera and hardware to host and manage a videoconference. The subscription allows for unlimited use of the service.
From a solution perspective, LifeSize new Passport Connect is a high definition (HD) videoconferencing endpoint that is optimised for cloud platforms, including LifeSize Connections. The product provides an easier user experience, and is the first to leverage Logitech technologyin this case, an HD camera.
What technological evolution have you witnessed in the collaboration and communication space and with influx of tablets and other mobile devices?
Enterprise communication and collaboration have come a long way and the industry has seen a rapid shift to newer and better ways of collaborating in a business environment. Five years ago, IP telephony was the cutting-edge, must-have technology, an obvious improvement over analogue phone systems in cost and efficiency. Fast-forward five years to the present, and it is easy to see evolutionary improvements in IP telephony solutions that are available in the market now, compared to the very first solutions.
Video solutions of the past had teething problems due to their complexity. Unlike an audio communication setup, video communication requires a careful synchrony of both audio and video over diverse network infrastructure, with many hidden challenges, such as network latency, speed, compatibility, etc. It has taken almost 50 years to solve these sets of complex problems. Superior recording and broadcast capabilities due to the UVC Video Centre is made available on the cloud, supporting an unrivalled number of concurrent recordings, on-demand streams and simultaneous live streams, all in 720p30 HD video. With the simple push of a button, you can record and broadcast executive updates, business presentations, sales meetings and training sessions as well as share data, charts and images. You can also upload video files up to 1080p30 for playback.
On the mobile and tablet front, the technology supports two major platforms and multiple operating systems (OSes). One of the platforms is the Apple iPhone iOS for smartphones and tablets. On the iOS side, we have various applications that are available for free on the Apple App Store. So all one needs to do is to download the apps and start using them. Likewise, for the Android smartphones all one needs to do is the samedownload all that is available for free. In fact, our parent company Logitech recently acquired Mirial, a company that focusses on enterprise desktop and mobile video collaboration. The key technology from Mirial allows its software to traverse enterprise firewalls and connect to iOS and Android devices.
Overall, LifeSize is looking to bring mainstream HD video conferencing systems to market and connect to interoperable systems from the likes of Avaya, Microsoft and Shoretel.
How is the uptake of videoconferencing solutions amongst customers?
According to Frost & Sullivan, the market for videoconferencing products amounts to about $2 billion globally and the endpoint alone amounts to about $1.6 billion, while the IT infrastructure is about 25 per cent of it. In fact, Asia-Pacific has been a very robust market for us, where we have seen a positive growth of 25-35 per cent.
What are the factors fuelling growth for collaboration and communication solutions and how is the competition growing?
There are many factors fuelling the growth in communication solutions industry. I just got back from CES 2012 in Las Vegas in January 2012. Everyone is talking about video and HD. Like YouTube, the number of video downloads has grown manifold over the years and content of 45 minutes is uploaded every minute. So the culture is very video-centric. Everyone is playing with video streaming and the products around it today.
Why is all this happening?
Mainly due to HD TV and other devices that help us build products while providing high-quality video streaming catering to all the devices. Also, semiconductors are getting powerful, making it accessible. Some of these devices like iPhone 4S were not available four years ago. IP Network and technology are helping us build this broad ecosystem.
With regard to competition, Cisco acquired the Norwegian firm Tandberg and with this we have two large players along with Polycom as the competitors, though we have synergy in a few aspects. We add value by providing IT infrastructure even on a cloud platform.
What are the major hiccups that enterprises face with regard to collaboration technologies?
Some of the biggest challenges are in networking management. However, I believe that it is more a myth than reality and these call for increased awareness amongst the users. Security is a huge challenge, particularly when you deliver the collaboration and communication services on varied devices. While firewall still remains a problem for most enterprises, we enable our solutions and offer them with security features and boxes embedded.
LifeSize UVC Transit is a complete firewall and NAT traversal solution that enables secure Full HD (1080p30) video calls within and across networks so that you can connect securely with distant offices, vendors or customers. With standards-based H460 and SIP firewall/NAT traversal, UVC Transit ensures a reliable video experience inside and outside your organisation. It is now available on the UVC Platform, includes the UVC Transit Server and Transit Client. Together, they make IP video more secure, more scalable and easier to manage.
Can you describe how some Indian customers are utilising LifeSize products? How are Business Intelligence tools enabling smart videoconferencing?
As far as videoconferencing is concerned, we can give the example of Virgin mobiles in India. When they came to India about four-odd years ago they were looking for solutions to connect their sites like their site in New Delhi with Mumbai with multipoint sites connected through a bridge purely for communication and collaboration. They used to videoconference within the city and outside. In this case we observed increased productivity and reduced operating costs. We learnt that Virgin Mobile India saw reduction in travel by 20 per cent with the implementation of our collaboration tools. The company saw an RoI in about six months, just taking the savings accrued from reduced travel. Another customer from a small-scale handicrafts industry, Obeetee Inc, deployed LifeSize high-quality video, crisp HD resolutions that allowed tradeshow attendees in Atlanta to view the exquisite craftsmanship of the fine carpets in great detail and the bandwidth efficiency delivered quality video without hassle.
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