Gartner Predicts that by 2013, More than 25 percent of the Content that Workers See in a Day will be Dominated by Pictures, Video or Audio
The popularity of video among consumers will fuel a similar interest in video within enterprises, leading to the severe disruption of existing content strategies, according to Gartner Inc.
The proliferation of video within the enterprise will require numerous modifications in content authoring training and procedures, information management strategy and improvements in analytic technologies. Information managers, architects, record managers and content creators will all need to adjust their strategic plans accordingly.
“Consumerization has proven a force of unmatched potency in the past and the same will be true when it comes to the explosive spike in the popularity of consumer online video, fueling a similar interest in video within enterprises,” said Whit Andrews, vice president and distinguished analyst at Gartner. “Video use on the Web is growing swiftly, with 73 percent of the Internet audience watching a video online at least monthly, that is about 90 million viewers.”
Mr. Andrews said that enterprises that see such growth as irrelevant to their operations risk alienating themselves from customers who start to request video communication services. He said the typical first uses of video for commercial entities have been for promotion, generating contests where users are encouraged to submit creative or funny videos to compete for prizes or for part of a promotion.
According to a Gartner survey of 800 end-user organizations in July 2008, software for the management of images and video is the fastest-growing segment of the content management market, with just 44 percent of enterprises having such products today but 22 percent intending to install it in 2009.
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