By now we're all fairly comfortable using the array of video conferencing technology that has become necessary for both work and leisure, and although there's a bit of variety in our choices of tech, there is one platform that rules them all - Zoom. While other industries have taken a significant growth hit the past few months, collaboration technology has steamed ahead. It isn't surprising either, Zoom is free, easy to use, and can handle over 20 people all talking at the same time (even if we can't). What I am perplexed about is, how did Skype miss the opportunity of a lifetime to conquer the video conferencing market?
Skype has been around for over a decade, and in one fell swoop Zoom took them out to become the de facto verb for video calling someone. It was no accident, the sudden global shift to a remote workforce only exposed the weaknesses in Skype's marketing and product strategy by attempting to do too many things at once, and highlighted Zoom's preparedness and focus on what consumers wanted most - high-quality video.
While amusing, the video conferencing revolution has some interesting lessons for businesses to take on board. The economic and business landscape post-Covid will certainly be changed, and for many industries, the playing field has been significantly affected by technology. As we navigate uncharted territory, it is more important than ever for businesses to play to their strengths and focus on what consumers actually want from them - jack of all trades, master of none.
Zoom has become the poster child for video conference, both from a consumer and corporate perspective,” says Milanesi. “If you look at the strength of Skype and Teams combined, they should be the ones having the Zoom moment but they’re not. It’s marketing, and a lot of people think of Skype as yesterday’s video calling.