How to Make Streaming Video over IP a Vital Part of Your Communications Strategy

By John Shaw  |  Posted 2010-07-08 Print this article Print

Companies often publicize their breakthrough, next-generation products by conducting audio conference calls, sending out e-mail messages, issuing press releases or attempting live video broadcasts by rolling in a satellite truck or hiring an expensive video production service. But, as Knowledge Center contributor John Shaw explains here, a far more compelling and cost-effective approach would be for them to incorporate streaming video over IP into their corporate communications strategies.

A rapidly growing number of companies are economically broadcasting high definition-quality streaming video over their corporate LANs and WANs and the Internet. Streaming video combines the universal accessibility of voice over IP (VOIP) technology, the real-time immediacy and visual impact of video conferencing, and the global reach of user-generated content characterized by YouTube.

One of the companies harnessing the power of video today is CARQUEST Auto Parts. Their challenge was to share weekly corporate updates with the more than 18,000 "teammates" who operate their distribution centers and auto parts stores in over 3,400 locations across North America. As you may imagine, it quickly turned into a game of "telephone" gone bad. By implementing the latest video streaming technology, company executives can now reach every teammate firsthand, enabling them to deliver clear and timely corporate communications.

Government agencies are also taking advantage of streaming video to engage not only with each other but with the public as well. The Environmental Protection Agency (EPA) has adopted video conferencing as an alternative to in-person meetings in order to create a virtual environment that's more conducive for public participation.

They can now hold events in front of an audience of constituents and pull in presenters from around the country to share their insights via video streaming. The event can also be streamed in real time on the Internet ensuring that citizens across the country can watch the proceedings.

John Shaw is Chief Operating Officer at VBrick Systems. John brings more than 25 years of experience building networking and software businesses. Prior to joining VBrick Systems, John was chief executive officer of Aptima, a major provider of predictive analytics and Web 2.0-related products and services. Prior to Aptima, John was with Cisco Systems for seven years where he held several senior marketing positions. John was a member of the leadership team which formulated and executed the company's VOIP strategy, representing one of Cisco's fastest-growing product segments. John joined Cisco via the 1998 acquisition of Summa Four, a leader in the programmable switching market. There, he was vice president of marketing and business development. During John's seven-year tenure, Summa Four's revenues grew fivefold and the company went public. John also spent five years with AT&T in several sales positions. John holds a Bachelor's degree in Economics from Bowdoin College and a Master's degree from Harvard Business School. He can be reached at

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