The Manage IT Newsletter - Lead Don't Lag -- A guide for IT managers on adopting video into the enterprise

This is the second in a series that began March 2004 that focuses on video conferencing.

This is the second in a series that focuses on video conferencing. In March 2004, we outlined how video conferencing can be used to mitigate the risks of offshore outsourcing. In this issue we will explore how IT managers can introduce video seamlessly in the enterprise and reduce the difficulties of adoption. Our featured guest author this month is John Carlson, Vice President, Marketing, Avistar Communications Corporation (http://www.avistar.com), a company that specializes in transforming key business processes by integrating visual collaboration into daily workflow.

Carlson joined Avistar in May 2000. Prior to Avistar, he held senior director and vice president positions at Magnifi, Inc., Saratoga Systems, Inc. and ELO TouchSystems Inc., where he was responsible for all marketing functions including communications, strategy and product marketing. Carlson has also been marketing manager for Raychem Corporation, and was a product manager for Hewlett Packard. He holds a BSEE degree from the University of Wisconsin and an MBA from Stanford University. In his current role, Carlson helps global financial services companies adopt video collaboration technology and integrate visual communications into their daily workflow to connect communities of video-enabled users within and across enterprises.

If you are an IT manager that is interested in taking a leadership position in driving competitive advantages to your company, I am sure you will find Carlson's advice extremely valuable.

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With warmest regards,
Joe Santana,
Co-author Manage IT
www.joesantana.com
***************************In this Issue ****************************
* Focus Topic: Lead Don't Lag - A guide for IT managers on adopting video into the enterprise
* IT Management News & Trends: Four articles on how to use technology and best practices to meet today's leadership needs
* Tip Sheet: Tips on how to select and integrate a video conferencing system that suits your organization.
* Closing Comments and Announcements
*********************************************************************

--------------------------- Focus Topic -----------------------------
Lead Don't Lag - A guide for IT managers on adopting video into the enterprise
By John Carlson, Vice President, Marketing,
Avistar Communications Corporation

Video communications is here to stay. In 2007, the market for videoconferencing end points will be nearly $875 million (US). The associated value of these videoconferencing services is expected to be $5.5 billion (US). Video uses a hefty amount of bandwidth and managed bandwidth at that. It also requires implementation and servicing. IT Managers have the choice to wait until video is mainstream, let others lead the way and risk loosing competitive advantage. Or, IT Managers can be the real winners by knowing about the pitfalls on the way to successful video adoption. When customers ask for video, IT Managers can be the leaders, not only anticipating the problem, but solving it.

Why adopt video?
70% of executives admit that they bring or do other work in meetings and managers' feel that about one-third of the time they spend in meetings is wasted. On average, that adds up to six weeks lost each year. Studies show that people are more likely to buy into a concept if they can see the person who is presenting it. Desktop video means that face-to-face communication can happen spontaneously and quickly. Looking a person in the eye while talking to them increases focus and attention, and Avistar customers have found that video has the unique ability to improve both the efficiency and effectiveness of daily business communications.

Overcoming the challenges of adopting a transformational technology

1. Understand how users work - Incorporating new technology into the social and cultural fabric of an organization is challenging. It's important not to just install video and walk away. Users of a new transformational technology, like video, need to understand what they are doing and why to keep the strategic advantage top-of-mind. Experts from 3M believe that flexibility, velocity and adaptability are essential to survival and the strength and profitability of a company will be proportional to its strategic effectiveness and operational responsiveness.

2. Form strategic alliances - IT Managers should ally themselves with human resources, training or the process implementation experts in a company. These groups will have a good understanding of the impact a technology will have on individuals, and can work with managers, individuals and teams to incorporate new practices. But, training must be more than a tip sheet and lecture; trainers should be coaches and adopt a broader role than usual.

3. Establish measurable goals - Companies cannot ascertain the effectiveness of video communications unless measurable goals are put in place e.g. travel savings, increases in revenue or professional productivity. One Avistar customer, a global bank, reported over $7Mil (US) in overall travel savings over a two-year period. Once the metrics are in place, it's essential to continuously measure the results and track them against benchmarks and set metrics.

4. Service Level Agreements - Adopting service-level agreements (SLA's) for video uptime is key. When users begin to use a new technology and become reliant on it, SLA's guarantee the technology will work when needed.

5. Get top executive buy-in up front and maintain it - Implementing video conferencing technology without buy-in across all facets of an enterprise is a recipe for failure. At an Avistar customer, a global financial institution, the CEO broadcasts his quarterly reports to 30,000 viewers. In fact, top video users personally use video for up to 4.7 hours a day.

The bottom-line for IT Managers is that installing transformational technologies is more than just plumbing in a new system. Users need to know why they got the system, what benefits the organization anticipates and how to use it most effectively. Above all the key word is training.

-------------------- IT Management News and Trends -------------------
This month, we offer four select articles that focus on the challenges of being a leader and how to use the latest technologies and practices to address these business needs.

The IDEAL Model: A Practical Guide for Improvement, Software Engineering Institute (SEI) publication, Bridge, Issue Three, 1997.
http://www.sei.cmu.edu/ideal/ideal.bridge.html

Building Effective CRM Capabilities, Destination CRM, Matt Hasan, July 21, 2003
http://www.destinationcrm.com/print/default.asp?ArticleID=3289

Blending Cultural Transformation and Groupware to Creating a Learning organization, 3M Meeting Network, 1997
http://www.3m.com/meetingnetwork/readingroom/gdss_blending.html

3M Meeting Network, "Meeting Face to Face through Video," 3M Meeting Network, October 2002
http://www.3m.com/meetingnetwork/readingroom/meetingguide_video.html

--------------------------- Tip Sheet --------------------------------
If you need help selecting and integrate a video conferencing system that suits your organization, go to May 04 tip sheet at http://www.joesantana.com/freenewsandtips.htm

----------------- Closing Thoughts and Announcements -----------------
NEED HELP WITH VIDEO SOLUTION?
Contact info@avistar.com

WANT TO KNOW WHAT IT PROS AROUND THE WORLD THINK?
Join to the IT Professional World Wide network at http://itpww1-network.ryze.com (Membership growing at a phenomenal rate and it is still free).

WANT TO LEARN WHAT TO OUTSOURCE FOR TOP RETURN ON INVESTMENT?
Get your copy of the audio program titled "Doing more with less through IT Outsourcing," at http://store.mixonic.com/joesantana

WANT TO HELP YOUR FRIENDS LOOKING FOR ADVICE ON HOW TO FIGHT BURNOUT AND ACHIEVE PEAK PERFORMANCE
Have them visit www.joesantana.com and sign up for the free TIPS DRIVING PEAK PERFORMANCE EMAIL SEMINAR. Delivered over seven days, this program is packed with advice that can immediately be put to use by a rookie or a veteran IT manager. (HR pros will also find it a rich source of ideas they can use to coach IT managers).

WANT TO LEARN MORE ABOUT IT MANAGEMENT WITH JOE?
Visit www.ULiveandLearn.com and register for the IT Management webinar. This information packed program comes right to your desktop and offers you advice on one of your most important career decisions.

NEED HELP QUICKLY BUILDING A PIPELINE OF CANDIDATES.
Contact EmployeeROI www.employeeroi.com/1-888-654-8845

I hope you enjoyed this issue of the IT Managers Newsletter. As always, your feedback on topics that interest you is always appreciated.

JS