11 | P a g e
Case study
“Virtual Meetings Smart Management”

12 | P a g e
Summary
The purpose of this case study is to provide an objective view to the
viability of implementing Virtual meetings or video conferencing within an
organisation. This study will analyse in Question 1 whether or not in
the future, business travel between companies and external
organisations will be necessary or will this become an out-dated form for
business collaborations .
The comparison of telepresence over video conferencing will also be
discussed in Question 2, whilst there are indeed benefits using
telepresence, the cost of establishing this type of communication can be
prohibitive for many organisations.
This report examines in Question 3 the actual value that is provided to
an organisation that adopts video conferencing as a form of business
communications and whether or not it is determined as being smart
management.
This report in question 4 will evaluate what factors should be considered
in determining whether a small business is suitable for implementing
video conferencing as a channel to support their business decisions and
planning.
Preparation for a web conference is discussed in Question 5, outlining
the steps that are required and technologies to be used when
commencing a web conference, taking into account the differences
between web conferencing and face-to-face meetings.

13 | P a g e
1. One consulting firm has predicted that video and Web
conferencing will make business travel extinct. Do you agree? Why
or why not?
We believe that video and web conferencing is a much more viable option
for businesses in today’s day and age and will in deed supersede
business travel. Businesses that are finding that they are spending a
significant amount on unnecessary travel will soon be taking the video/
web conferencing option to save money.
“Videoconferencing is now growing at an annual rate of 30 percent”. This
confirms that videoconferencing is on the increase therefore we can only
assume that business travel must be decreasing and will eventually be
non-existent.
Video/ web conferencing has become easily accessible for most
businesses around the world and is much more convenient than
organising flights and accommodation to attend those important
meetings. There is less risk of not being able to attend a meeting due to
flight delays or cancellations and if a meeting has been cancelled at the
last minute there will be no expenses due to flight or accommodation
cancellation charges.
There are a variety of video conferencing products in the market as well
as web based programs making this option readily available to
businesses. Videoconferencing products can be a significant expense
incurred at the start but these costs will mean a large saving on travel
expenses that will either be reduced or no longer exists. Most web based
conferencing products are free so this would mean no initial out lay.
These free programs are not always of the best quality but are a good
option to test out if video/ web conferencing is the best way forward for a
business.

14 | P a g e
These options would take away the “face-to-face” factor of a meeting and
the personal touch such as a handshake that some clients, customers or
suppliers desire when they are having business dealings with a company
but with the worlds advancing technology they can now make it feel like
a person on the other side of the world is actually right there in the room
with you.
Benefits of Video and Web conferencing
 Travel and associated expenses will be reduced
 Increase in productivity as managers/employees will no longer be
required to leave the office for hours or even days at a time for
meetings.
 The ability to communicate more often with others
 Informed decisions can be made faster
 Environmentally friendly, reducing the companies carbon footprint.

15 | P a g e
2.What is the distinction between videoconferencing and
telepresence?
In many ways telepresence is an extension of videoconferencing; both
systems allow for transmitting audio and video data, document sharing,
computer displayed information and whiteboards. Telepresence differs in
that it creates a more "in person" meeting experience over a converged
network. To create the more “in person” experience telepresence creates
a “same room illusion” through a combination of technology elements
and environmental design. One of the main technology elements which
telepresence uses is high definition video and audio. The other main
factor in creating this illusion is the physical placement of the equipment
and furniture in the room; this is managed by building telepresence
conference suites. These suites allow for large screen displays and perfect
placement of
the equipment and furniture.
Some of the disadvantages of videoconferencing that have been
eliminated by telepresence include problems with eye contact, echo, lost
packets during transmission making the audio and video choppy,
complex set up and operational procedures, and the unreliability that
sometimes exists. These problems have been resolved mainly due to the
use of high definition transmission. For example the problem of eye
contact could have been due to lag, but as telepresence is real time there
is not lag and no longer an eye contact problem. The complex set up
problems are eliminated as the systems themselves are more complex
allow them to be more user friendly. Cisco has made their systems a
simple single button operation to make a connection
The other major difference to come from all of this is the price.
Telepresence systems start at around about $200,000 per system/room
to install, the average cost for a 6 seater room would be about $300,000.
In contrast a Videoconferencing system starts at about $10,000, with the
industry average at about $25,000.

16 | P a g e
3. What are the ways in which videoconferencing provides value to a
business, in particular the business communication processes?
Would you consider it smart management? Explain your answer.
The acceptance of videoconferencing as part of the normal business
practice provides many organizations the ability to provide its
stakeholders with a more complete and concise way of communicating
within the internal environment of the business, it also allows the
organization a deliberate form of communication that is directly related to
its external environment. By utilizing the full potential of video
conferencing facilities a business will be providing value to its
organization in several forms , most notably, the ability to allow for better
meetings with partners , suppliers and work colleagues either within the
office or at various locations around the world. Video Conferencing also
provides a collaborative forum for designers , marketers and
manufacturers when preparing for the launch or pre design of new
products and reduces the time to market for a new product by up to
24%.
Video Conferencing also provides a clearer channel of communication
that may be more accessible for certain stakeholders of the organization
dependent on location or budgetary constraints , this allows for
conducting meetings with other companies or employees that may be
based in remote areas. The ability of organizations now to dedicate video
conferencing aimed at their sales departments that can be used for
training or presentations on various products or re-enforcement of core
values of the business. The effectiveness of video conferencing is also
immediate as it provides an opportunity of employees to interact with
each other from various locations within the organization that may not
have been possible due to various factors of geographical or cost.
Video Conferencing can be considered smart management if it helps

17 | P a g e
achieve the goals of the organization in an efficient and effective manner ,
by utilizing this form of communication it aids in the planning ,
organizing , leading and controlling of the organization whilst also
nurturing a business that is not constrained by geographical or regional
conditions. Many organizations that have utilized this type of
communication have realized costs saving on travel and accommodation
of up to 20% whilst also reporting an increase in reaching customers and
partners, so in effect providing an more effective and efficient way of
achieving the goals of the organization.

18 | P a g e
4. If you were in charge of a small business,would you choose to
implement videoconferencing? What factors would you consider in
your decision?
If we were in charge of a small business we would certainly consider
implementing video conferencing as it is becoming more and more
common and beneficial for small businesses. Prices for these products
are also decreasing which means they are much more affordable for
smaller businesses that may be just starting out.
Factors that would considered prior to implementing videoconferencing
would be:
 Business Travel – Is this currently a significant cost to the
business and would video conferencing reduce these costs?
 Client and Supplier base – Are clients and suppliers easily
accessible for meetings or is distance/ time zones an issue? If these
two things are issues then video conferencing would mean regular
communication between the two parties.
 Working from home – “Studies show that nearly 80% of
Americans say they’d like to telecommute. Retaining valuable
employees who relocate or need to work from home a few days a
week saves on office space, costly recruiting and retraining”. As
most small businesses are trying to save on costs then rental of a
large office space and the retraining of new employees would be a
huge saving if video conferencing was implemented. And not only
can working from home save money it also means that there is a
balance between you and your employees work life and personal/
family life. Working from home means less travel and more time
with family.

19 | P a g e
 Decision making process – Is the decision making process being
delayed due to lack of communication? If a business is only able to
have monthly or even half yearly meetings to discuss the
businesses activities due to employees/ clients/ suppliers being too
far away, videoconferencing would mean that everyone could get
together more often ensuring that the business is running well and
important decisions could be made then and there rather than
waiting until the next monthly meeting.