Web conferencing can drive business success by enabling collaboration and cutting costs. It allows employees to reduce travel for meetings by holding them online instead. This cuts organizations' costs significantly while maintaining productivity. Web conferencing also streamlines processes like sales, support, marketing and training by facilitating remote collaboration. When delivered as a hosted service, it provides benefits like quick implementation, reduced downtime, predictable costs and freeing up internal IT resources.

1. Driving Growth & Cutting Costs in
2010 with Online Collaboration

2. Finding Value & Cutting
Costs with Online
Collaboration in 2010
>> How Web Conf erencing Drives Business Success >>
an IDC Perspect ive
IDC Presentation for Citrix Systems
Robert Mahowald
Director, Worldwide Enterprise
January 2010 Collaboration & Social Solutions Research
Copyright 2009 IDC. Reproduction is forbidden unless authorized. All rights reserved.

3. Agenda
How Web Conferencing Drives Business Success
What Mat t ers?
Collaboration Matters
Experience Matters
Simplicity Matters
Show + Tell
The Right Meet ing Mix
Why Host ed?
What Mat t ers? Raising Profit abilit y
and Enhancing Collaborat ion
Source: IDC, 2010

4. How Conf erencing Can Change your
Organizat ion
How have organizat ions worked in t eams t o achieve business goals?
In person meetings
Teleconferences
Groupware, email and IM applicat ions
Depart ment al applicat ions of web conferencing, online t raining
Key is ent erprise soft ware t hat profoundly changes
and improves t he way workers collaborat e t o achieve
business goals … wit h significant ROI for t he
organizat ion
Source: IDC, 2010

5. The Experience Mat t ers
Product Experience
- Defined by the maker/vendor • - Defined by customer/vendor
- Value typically based on cost to interaction
vendor of bringing the product to • - Value based on ease, intuitiveness,
market and quality of the experience
See Gilmore/Pine “The Experience Economy” HBR 2003 © 2010 IDC

6. Enabling Value (t he Experience)
Old View “ We package t he product and def ine it s value”
“ Buy t his product and we’ ll give you a good deal”
New View “ Customer-centric experiences and customer-vendor
int eract ion def ine t he price/ experience relat ionship”
© 2010 IDC

7. Business Value
Cut t ing Cost s wit h Conf erencing
“By approximately what percent has your use of Web conferencing products allowed
employees to cut back on attending the following types of meetings and events in person?”
In-person participation at AREA and DISTANT meetings and events (5 – 200+ miles away)
100% fewer meetings
100% fewer meetings
in person
5% in person 2% No change
No change 75% fewer meetings
13% in person 16%
75% fewer meetings 10%
10% fewer meetings
in person in person
21% 11%
Distant (200+ miles) Area (5-200 miles)
10% fewer meetings
50% fewer meetings in person
50% fewer meetings in person 16%
in person 25% fewer meetings 27%
28% in person
18% 25% fewer meetings
in person 29%
Source: 2009 Enterprise Collaboration Survey, 8/09 n=504 © 2010 IDC

8. Business Value
Cut t ing Cost s wit h Conf erencing
“By approximately what percent has your use of Web conferencing products allowed
employees to cut back on attending the following types of meetings and events in person?”
In-person participation at LOCAL and ON-SITE meetings and events (< 5 miles away)
100% fewer meetings
in person 100% fewer meetings
75% fewer meetings 4% in person
in person 75% fewer meetings 4%
6% in person
5%
50% fewer meetings No change 50% fewer meetings
in person 43% in person No change
16% 43%
Local (< 5 miles)
11% On-Site/Same
25% fewer meetings
Building)
in person
8%
25% fewer meetings No change
in person 51%
13% 10% fewer meetings
10% fewer meetings in person
in person 17%
17%
Source: 2009 Enterprise Collaboration Survey, 8/09 n=504 © 2010 IDC

9. The Business Case f or Conf erencing
Easy to quantify these savings and returns on the investment
Lower travel costs
Quicker access t o siloed dat a
Fewer opport unit y cost s (not spent t raveling)
Better-informed decisions
Intangibles – but hugely valuable
Product ivit y (#1 driver)
Decreased time to market
More knowledgeable workers/ bet t er collaborat ion
Less commonly-cited drivers
Generating revenue
Rich content asset re-use
Source: IDC, 2010

10. Show and Tell
Web + Audio = Show&Tell
Aha moments
Getting Everybody on the same page
Everybody has an agenda – conferencing lets you set it
Do – Know -- Be!
© 2010 IDC

11. Conf erencing Touches Every Part of Your
Business
external Customer and Employee Training
• Better reach to remote employees
internal • Consistent updates for customers
external
Sales Support
• Shorter Sales Cycles
internal • Higher Close Rates
external Marketing Automation
• More Leads at Lower Cost
internal • Faster Product Launches
external Product Lifecycle Management
• Faster Time -to- Market
• Competitive advantage
internal
Customer Support/Service
external
• Faster, Lower Cost Service
• Higher Retention
internal
• More Follow -on- Sales
Internal/external usage based on IDC’s 2009 Enterprise Collaboration Survey, 8/09 Source: IDC, 2010

12. How Can Web Conf erencing Help You
Acquire and Ret ain Cust omers?
Stage Prospect Qualified Customer Loyal
Lead Customer
•
Win customer Train and certify
Discover Locate experts; by efficiently customer;
Activity prospect; qualify lead; engaging Support
identify selling assemble multiple sales customer; Sell
resources collateral and resources from deeper into
other sales reps distributed customer; Renew
locations lifecycle
Training and
Support
Cycle Interested in talking Engaged in Purchase Product
with a sales rep discussions
© 2010 IDC

13. Key f or Adopt ion and Value: Simplicit y and
Int egrat ion at Each St ep
Bef ore During Af t er
Organize Communicate Capture + Re-Use
Assemble Content Recordings
Composition, Aggregation Recording, Storage, Search,
Standards for 3rd Party Libraries, Human Retrieval, Playback
Integration w/ Content Management
Interaction
Coordinate People Administration
Presence, Awareness, Locat ion System Management,
Invitation, Notification, Rich-Media Control and Reporting
Integration w/ e-Mail, IM, Groupware Collaboration
and Interactivity
Manage Sessions Integration
Calendar, Schedule, Event Mgmt.,
Int egrat ion w/ Out look and Lot us Not es LMS, CRM, 3rd Party Apps
Microsoft, IBM/Lotus, Oracle
Simple to launch, easy to navigate
© 2010 IDC

14. Web Conf erencing- Delivered as a Service
• Quick Implementation: “Without the service provider, there would have been a lag
time of more than a year when the IT department would have continued to lose
money (on our existing contract)”
• Decreased Downtime: “Scheduled downtime was at 26 hours per month before
we out sourced t his service. Aft er, it dropped t o about 45 minut es per mont h”
• Predictable Costs - “Our (hosted conferencing service) minimized the
initial outlays and gets us to a predictable monthly expense.”
• Lean/More Focused IT Staff - “The hassle of managing ongoing maintenance
and performance issues is now t he responsibilit y of t he service provider.
Now My (IT) st aff focus on t he ot her dat a cent er proj ect s which different iat e
us.”
• Risk Transfer - “The company transferred implementation and ongoing
maintenance, upgrade, and performance risks to the service provider. This
is the right way to do it.”
• Cost avoidance - “ The company would have incurred considerable cost t o
build and operate its own service.”
Source: Ver batims from IDC’s AppSourcing survey (July 2009) and IDC’s 2009 Enterprise Collaboration Survey, August 2009 n=504 Source: IDC, 2010

15. Key Takeaways
We all have the same business challenges: creating, building, selling, and
supporting – but we have choices in how we approach these challenges
We have moved to an “experience economy” where customers and prospects –
and your own employees – expect and require good more than a product: Web
conferencing can help deliver good experiences
Like good experiences, good collaboration and simplicity “matter” – not only to
users and customers, but adding maximum value to your businesses
Show+Tell is truly different than “Set and Forget” The combination builds
and reinforces the good experience to your partners, customers, and prospects
Hosted conferencing services provide the quickest time to value, and the best
ongoing experience
Conferencing has gone mainstream, and for the full spectrum of meeting types, it
is helping companies save money and add business value
Source: IDC, 2010

16. Quest ions?
Robert Mahowald 5 Speen Street
Director, Worldwide Framingham, MA 01701
Enterprise Collaboration 1-508-988-6701
Research Program
rmahowald@idc.com
IDC
Twitter: SaaSpro
www.idc.com
Source: IDC, 2010

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