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continued on page 00 y COMMUNICATIONS www.industriouspublication.com ISSUE 00 | 2013 THE INDUSTRIOUS PUBLICATION 00 POLYCOM www.polycom.co.uk 00 THE INDUSTRIOUS PUBLICATION ISSUE 00 | 2013 www.industriouspublication.com Offering advanced software video applications for mobile devices, laptops, tablets, group video systems and immersive systems, Polycom RealPresence video solutions enhance and extend the collaborative power of visual communications to all work stations. These solutions provide an easier way to communicate face-to-face with colleagues, partners and customers using the system or device of choice; interacting well with a number of programmes, video systems and other unified communications applications, including those from Microsoft and IBM. Speaking with Mr Tim Stone, Polycom’s Vice President of Marketing for EMEA, Sophie Roche learns about the company’s commitment to technology and plans for growth. Linking Businesses with Video Technology N SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN S ECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPE ECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPEC SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SP PECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIM CIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIM ECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN N SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIME MEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN MEN SPECIMEN SPECIMEN SP CIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIME EN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN MEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPEC IMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SP N SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPE SPECIMEN SPECIMEN SPECIMEN SPECIMEN SPECIMEN S ECIMEN SPECIMEN SPECIMEN

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Polycom Information Technologies and video conferencing

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Page 1: Polycom Article Optimised

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COMMUNICATIONS

www.industriouspublication.com ISSUE 00 | 2013 THE INDUSTRIOUS PUBLICATION 00

POLYCOM www.polycom.co.uk

00 THE INDUSTRIOUS PUBLICATION ISSUE 00 | 2013 www.industriouspublication.com

Offering advanced software video applications for mobile devices, laptops, tablets, group video systems and immersive systems, Polycom RealPresence video solutions enhance and extend the

collaborative power of visual communications to all work stations. These solutions provide an easier way to communicate face-to-face with colleagues, partners and customers using the system or device of choice; interacting well with a number of programmes, video systems and other unified communications

applications, including those from Microsoft and IBM. Speaking with Mr Tim Stone, Polycom’s Vice President of Marketing for EMEA, Sophie Roche learns about the company’s commitment to technology

and plans for growth.

Linking Businesses withVideo Technology

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COMMUNICATIONSPOLYCOM www.polycom.co.uk

www.industriouspublication.com ISSUE 00 | 2013 THE INDUSTRIOUS PUBLICATION 0000 THE INDUSTRIOUS PUBLICATION ISSUE 00 | 2013 www.industriouspublication.com

In addition to Polycom’s products being highly compatible with a number of applications, another advantage they hold is their ease of use. Historically,

video systems were not used a great deal due to the difficult nature of execution; to overcome this, the company has simplified user interfaces to ensure they are user friendly for all that use them. Furthermore, Polycom believes that, when placed against its competitors, it offers a lower cost of ownership, as the company can manage bandwidths and networks more effectively. It also boasts a broad range of video solutions for any device, including the higher end immersive room systems, through to the desktops and room systems, down to the smaller tablets and mobile handhelds (working on Apple, Android, iOS, etcetera).

The ChALLeNgeS Of A fAST PACed INdUSTrYFor Polycom, the main challenge arising from the technology industry is the rapid changes that occur in the market: technological advancements, user behavior and the consumerisation of IT, in particular the rise of tablets, mobile devices and consumer applications. The rise in this genre of device has led to an influx of users expecting to bring them to work and incorporate them into their daily schedule; to comply with this demand, more applications are required in the work place. Polycom has shifted its focus to video software products that allow for flexible work; people want their applications wherever they are, thus software must work on any device and integrate easily into a room-based infrastructure. Another challenge for the company continues to be cloud computing. As Polycom provides video software for

cloud providers that offer price-per-user-per-month, the on-going progression of the platform requires the company to be always anticipating the next demand of the client. As trends and expectations move rapidly in Polycom’s industry; keeping abreast of technology transgressions and predicting market direction is a crucial element of its continued success.

Long-term, in addition to developing products that meet the requirements of the future, Polycom is working towards some other targets and goals. With regards to cloud computing, the company is now working with existing partners and service providers who are building cloud based offerings in the video solutions arena, to make sure that its hardware and software work satisfactorily in a service provider, mission critical type environment. Co-operating with companies such as AT&T and BT, companies that take Polycom’s hardware and software and put it in their network to ensure they can bill it and run it (to then offer the video systems to clients on a usage basis through a cloud offering), Polycom is committed to developing its systems to incorporate with any new technology out there. Another company that Polycom is growing with is Microsoft, which is currently making a lot of progress in the unified communications industry with their Lync offering, moving into the voice arena very successfully. Polycom is backing this trend and tightly integrating with the Microsoft Suite of products as a strategic partner.

geNerATINg SUCCeSS wITh TeChNOLOgYTo generate success with channel partners, which include SI’s SP’s and resellers, Polycom focuses on securing profitability for them as much as it can with its programmes, rebates and products. Investing above the industry average in research and development to ensure it continually generates cutting edge products (hardware and software), the

company also has a very highly funded joint marketing account. Placing a great deal of investment into this account, it is used for joint marketing with partners to enable them (such as building up demo capabilities) and help them with their ‘demand generation’ events. Co-funding 400 joint events in EMEA last year alone and contributing to many demand generation marketing campaigns, Polycom sees this as a great way to support its partners. Certification is another way that the company aids its partners, which helps to build the selling and technical skills they need to be successful; now offering solutions selling training to engage further with business people in whole organisations rather than just IT, Polycom is confident that this will lead to continued success for its partners and the company.

Polycom’s commitment to remaining at the forefront of technology leads to success for its partners by ensuring they attract the next generation of client. With a number of the company’s engineers driving technology standards on industry boards, Polycom is working with them to shake up the industry by writing and driving new standards; it is at the heart of writing and specifying some of today’s emerging video standards. Polycom’s CTO (based in the USA) reinforces the company’s pioneering business style, interacting closely with industry analysts and customers to anticipate future trends that may develop over the next three to five years; analysts for the data market are also engaged before new product plans are formulated. Furthermore, to ensure its key clients and partners are appeased, councils are held for each to discuss their future plans and requirements for Polycom to fulfill and satisfy.

deVeLOPINg New TreNdS fOr grOwThAlways with a focus on the next generation of video experience, Polycom invests large sums into its research and development to ensure it remains at the forefront of technology. The company carries out research in a number of ways, including inviting key clients to its facilities in Texas (where they are shown the latest technological developments on the

market), and closely analysing human interactions: how they work together, share data, collaborate, brainstorm and work eye-to-eye or through an audio platform. One of the latest advantages the company has taken from this in-depth analysis is evidenced in its latest interfaces, which were developed following thorough two-year studies with end-users. Research studies of virtualisation software, cloud computing and mobile devices (ensuring Polycom’s systems are optimised for tablets and handsets) are also being carried out for future growth.

Another direction that Polycom’s research is heading is towards B2B and B2C video systems; clients are now requesting a product that enables them to do both. One way that the company has answered this request is with its CloudAXIS High Definition secure video system that enables the user to send a link via email or IM that, when clicked, leads through the browser to the person awaiting the call. In addition to product research and development, Polycom has also invested time and money into WebRTC (‘an open source project aiming to enable the web with Real Time Communication (RTC) capabilities’); an emerging standard, the company is fully supporting it moving forward.

The VALUe Of ASSeTS ANd CLIeNTS Generating an impressive turnover of approximately $1.4 billion per annum ($1 billion in assets), Polycom’s headquarters are located in the USA and its sales are well distributed: North America 53 percent, Asia Pacific 23 percent and EMEA 24 percent. Working with 7,000 suppliers and partners globally, the company mainly sells through distributors for its EMEA clients (who then sell to audio visual equipment specialists), and counts service providers (BT, OBS, AT&T) as another customer group, whilst system integrators are also fast becoming key clients of Polycom at a time when video is closely integrating with the rest of the unified communications environment, such as voice and instant messaging. All of Polycom’s sales are made through an integrated network of partners.

Although all of Polycom’s sales are indirect, the company does employ a ‘high-touch sales force’ in EMEA: a significant group of sales people that interact with medium to large sized accounts. This group works to gain preference for Polycom and explain the benefits of the company’s technology. Social networking also helps build the client-business bond, which is an increasingly important investment area

for Polycom. Making huge progress in this area last year (producing more content and research, uploading videos, monitoring social media accounts such as Twitter (the feed is currently growing), LinkedIn and Facebook), it plans to invest heavily again next year.

Polycom is also embarking on a new marketing campaign for the coming years: ‘Defy Distance’. Historically, the company was accustomed to marketing to IT departments; however, it has now learnt through extensive research that technology decisions are increasingly being made by business functional leaders, such as HR managers looking to incorporate new systems, facility management requiring a hot-desking programme or heads of marketing who seek virtual events over video. Through this campaign, Polycom hopes to arm its sales force and channel partners with the tools to have in-depth conversations with those based outside IT; marketing video collaborations and demonstrating to individuals how these products can help their company grow. All the company’s marketing ideas and new product plans have been put in place to contribute to Polycom’s on-going growth, which is on track to be extensive. n

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