MOUNTAIN VIEW, Calif., March 27, 2013 /PRNewswire/ -- Technology improvements combined with the availability of high speed IP networks is finally allowing enterprises to get serious about adopting video as a routine communications tool. The benefits of video conferencing—from travel reduction to ubiquitous accessibility—have become irresistible for businesses of all sizes. However, video conferencing has remained a challenging technology to deploy, use, and manage. Expensive endpoints and infrastructure, complex management, as well as the lack of interoperability have made video conferencing a loosely-connected technology island with adoption limited to deep-pocketed, large organizations. Frost & Sullivan's recently published white paper titled, Overcoming the Challenges of Pervasive Video – Moving Video Collaboration to the Cloud, considers the pain points associated with today's video conferencing deployments and how they can be resolved by moving to the cloud. Video conferencing is allowing businesses to reduce costs, speed decision making, and improve work/life balance. While the benefits of video conferencing are apparent, users have struggled with certain limitations. Besides high costs, video conferencing has remained complex to use. Users have often required significant IT intervention and handholding to launch calls and connect to others, especially outside the corporate firewall, resulting in less than optimal user experiences and lower utilization rates. Overcoming the barriers of proprietary technology has also posed a serious challenge to intercompany or B2B video conferencing, especially when connecting over different types of endpoints. "For businesses looking to implement video, interoperability and interconnectivity is fast becoming a table stake. Video conferencing in any business setting must enable effortless and reliable connectivity with both the internal as well as external value chain," said Industry Director Roopam Jain. "Mobility and BYOD ('Bring Your Own Device') has further changed the equation – users want their device of choice to connect with anyone over any network. There is a pressing need among organizations of all sizes to implement video conferencing that is interoperable, easy to use, and simple to manage and is cost effective enough to be extended to a large number of users." Cloud services enable B2B communications over any device or network maximizing the return on investment (ROI), making video conferencing as simple and predictable as a phone call. Moreover, cloud services address the traditional operational and CapEx challenges faced by customers. The benefits are particularly attractive to organizations without the internal resources or willingness to own and maintain the equipment. The concept is simple and compelling. Rather than invest in expensive on-premises infrastructure, such as multipoint bridges and gateways, a business can simply sign up to use video conferencing as a service hosted by an expert third party provider.