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January 14, 2014

Invodo, IBM Partnership Highlights Importance of Online Video


Invodo, a provider of data-driven videos for online retailers and brands, recently joined IBM’s Smarter Commerce ecosystem of partners, which aims to enable companies to succeed in an age of empowered customers, giving them tools to create customer loyalty and revenue growth. With this partnership, Invodo will offer retailers using IBM’s Commerce platform a solution for increasing revenue and customer value through product, how-to and support videos.

The interesting thing I found about this release is the emphasis on online video. Invodo’s recent benchmark report on e-commerce and video found that video viewers on retail websites are 181 percent more likely to purchase than non-viewers. The company claims its video solutions have influenced more than 53 million purchase decisions for more than 100 of the world’s largest brands and retailers.

My mind immediately jumped to a company called Questionmine, which works as a WebRTC add-on to provide website visitors with customized, interactive videos with video branching technology. It makes videos more personalized online by enabling customers to choose what message they want, while at the same time providing lead generation opportunities for companies.

Video online isn’t just limited to pre-recorded content. Live video will grow to be a value-add to websites, as an extension of the contact center. We’ve already seen the growth of live chat – as the Web becomes more visually rich and engaging, customers will want and expect to have lifelike, face-to-face interactions. And there’s technology that makes this possible. WebRTC makes peer-to-peer connections seamless and simple; no downloads, no plugins and with the growth of new video codecs VP9 and H.265, not as much network demand for high quality.

WebRTC in enterprise use cases like this will be explored in more depth at the upcoming Enterprise WebRTC Pavilion, which is collocated with ITEXPO, a bi-annual event providing keynote presentations, conference sessions, networking opportunities and demonstrations. The Enterprise WebRTC Pavilion will cover standards, product demonstrations, educational resources and WebRTC tools for integration and development. It’s happening Jan. 28-31, 2014, in Miami, Fla. See you there! 




Edited by Cassandra Tucker
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