What used to be audio, video and web conferences in the past has simply become online meetings now.
A key-finding of Frost
& Sullivan’s 2016 web conferencing research is user preference for a
single meeting, single license marketing approach. This confirms the intuition
behind the design of products like R-HUB’s TurboMeeting (http://www.collaboration-technologies.co.uk/) that are able to
offer a complete set of services that goes from HD Video conferencing to Audio
conferencing under a single license.
In the past, the market of
virtual conferencing was characterized by a big confusion in this respect, as
the system of per user licenses that was usually adopted by the pioneering
companies of this industry made scaling up expensive and difficult.
This is one of the reasons
why the trend has been shifting towards more user-friendly license systems.
Flat licenses, for example, allow users to add a virtually unlimited number of
participants to a conference. R-HUB has adopted this model for its product
lines, with the result that making a conference calls on R-HUB’s servers costs
more or less the same independently from the number of participants, may they
be 3 or 3000.
Other common license
systems that we could consider user-friendly are single site licenses and per
seat licenses. The first is now usual in web conferencing and allows clients to
add a max number of users with unlimited conferencing; in the second, a fix fee
is charged for each user independently from the minutes used.
The “single meeting, single
license” system is anything else than a single site license that allows clients
to utilize all forms of conferencing – audio, video and web. Its convenience
for customers is connected to the fact that today’s conferences are much more
complex and integrated than in the past, and it is important to have a
tool that can work indifferently in several modalities and through several
In other words, we are
moving from a concept of conferencing service where web/audio/video
conferencing were three distinct services for users to a concept of online
meeting where these three media are available at the same time, under the same
license and in the same service, so that clients may shift to the medium they
need that moment as they please. Will producers be able to take up the
challenge and modify consequently their approach to licensing? We will see.