1. Guide to Video Conferencing
A WHITE PAPER BY
CityIS Ltd.
T: +44 (0)870 777 0555 E: marketing@cityis.co.uk W: www.cityis.com
© City Information Services Limited

2. White Paper: Guide to Video Conferencing
Contents
Video Conferencing – What is it? ……………………………………………………………………. 3
5 Reasons Why You Should Consider Video Conferencing ……………………………………… 3
Key Considerations ………………………………………………………………………………….... 3
Application and Benefits …………………………………………………………………………….... 4
One Size Does Not ‘Fit All’ ………………………………………………………………………….... 6
How to Identify the Solutions that Satisfy your Business Requirements ………………………... 6
Standards & Compatibility ……………………………………………………………………………. 6
Call Quality ………………………………………………………………………………………………7
Selecting your Network ……………………………………………………………………………..… 7
System Selector ……………………………………………………………………………………..… 8
Placement of your Video System .…………………………………………………………………… 8
Visual Communication Survey Results ……………………………………………………………. 11
Video Conferencing FAQ’s …………………………………………………………………………. 12
Glossary of Video Conferencing Terms ……..…………………………………………………….. 13
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3. White Paper: Guide to Video Conferencing
Video Conferencing
What is it?
Definition: VIDEO CONFERENCING
Video conferencing is a live connection between people in separate locations for the purpose
of communication, usually involving audio and often text as well as video. At its simplest,
video conferencing provides transmission of static images and text between two locations. At
its most sophisticated, it provides transmission of full-motion video images and high-quality
audio between multiple locations.
5 Reasons Why You Should Consider Video Conferencing
Video conferencing is far more than a simple replacement for travel. Using video conferencing
can help companies respond quickly to customer demand, solve support issues, react to
market opportunities and respond to competitive threats.
Some distinct benefits of video conferencing:
1. Video conferencing provides a means for efficient communication and decision-making
2. Video conferencing saves time, resources and improves the effectiveness of your
working day and quality of life
3. Video conferencing enables frequent contact with colleagues, partners, suppliers and
customers
4. Video conferencing lets you be in two places at the same time
5. Video conferencing allows for ad hoc meetings letting you discuss urgent matters and
take immediate decisions
Key Considerations
There are many reasons why companies are installing visual communication on an increasing
basis:
Systems today communicate using standards, ensuring interoperability
The rapid development and increasing availability of IP networks and infrastructure is
encouraging even further the use of visual communication
The reliability of the systems and networks has increased considerably
The quality of video and audio makes using visual communication as realistic as being
there in person
Making a call is as easy as dialling the number
Visual communication gives people the choice to NOT be there, yet to remain in touch and to
be productive.
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4. White Paper: Guide to Video Conferencing
Applications & Benefits
MANUFACTURING
Applications Discuss changes in product design
Conduct quality control inspections
Remote machinery repair
Benefits Offers all parties the ability to collaborate
Speeds up information gathering process
Decreases machinery downtime
Reduces time to market
Allows instant feedback
Increases customer satisfaction
SALES
Applications Cover monthly results, forecasts and objectives
Strategic account planning
New product and programme rollouts
Benefits Shortens introduction time and increases sales
Improves understanding with eye-to-eye contact
Reduces meeting and travel expenses
Relays new product information to all sites simultaneously
Provides consistent and timely information
MARKETING
Applications Review copy and layout for a new ad campaign
Conduct market research focus groups
Launch new products
Benefits Speeds approval process and turnaround time
Allows input from a variety of locations in a short time frame
Conveys critical information to everyone within hours of a launch
Allows concepts to be discussed at several sites at the same time
TRAINING
Applications Provide ongoing education and training
New employee orientation
Human resources recruiting and benefits rollout
Benefits Allows people in remote locations to tap expertise not available locally
Enhances employee expertise and morale
Shortens employee time away from job
Enables greater participation with no incremental costs
Allows for interviewing of candidates at remote locations
LEGAL
Applications Review documentation and exhibits
Pursue settlement discussions
Interview witnesses and confer with experts
Benefits Promotes more productive use of billable time
Reduces travel time and costs
Provides access to experts
Enables instant recording of meetings for documentation purposes
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5. White Paper: Guide to Video Conferencing
EDUCATION
Applications K-12
Colleges & Universities
Continuing Education
Special Education
Benefits Links rural areas to educational facilities otherwise not available
Allows educational institutions and students to share resources
Provides access to field experts
Enables electronic field trips
Promotes curriculum development
TELEMEDICINE
Applications Remote diagnostics from rural to urban centres
Consultation with experts
Continuing Medical Education
Benefits Cuts patient transportation costs
Increases access to specialty services for patients in rural areas
Allows doctors to store examination results, along with test images
Reduces redundant tests
Provides a real-time second opinion
Cuts diagnosis and treatment time
Provides access to resources for continuing medical education
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6. White Paper: Guide to Video Conferencing
One size does not ‘fit all’
How to Identify the Solutions that Satisfy your Business Requirements
It is important to identify the best solution for your business requirements. There are different
categories of visual communication systems and it is crucial to understand the limitations and
benefits of each. How you answer the following questions, will help you decide which system is
best suited to meet your needs.
How do you envision your company using visual communication?
What kind of information do you exchange?
Would it be helpful to see and speak to colleagues either at their desk or at their home
office?
How many people participate in each type of meeting?
What bandwidth will be optimal for your communications?
Do you want a fully integrated system or a set solution where you can use an existing
monitor?
How many sites do you want to be able to connect in one meeting?
The answers to these questions will enable you to identify which solution best suits your
specific application.
When purchasing a visual communication system you should consider the following:
Reliability and Quality
Systems that work every time
Standards implemented to deliver the highest performance
State-of-the-Art Technology
Innovative engineering design
Manufactured under the ISO 9002 certification
High mean time between failures
Ease of Use
Clear concise menu prompts and intuitive user interface
Easy to install, maintain and service
Value
Standards based for worldwide interoperability
Non-proprietary solutions for superior video and audio
Feature-rich products that are competitively priced
Systems that are optimised for both high and low bandwidths
Software upgradeable
Features and functionality that meets your needs at a competitive price
Standards & Compatibility
Since the mid-1990s, the International Telecommunications Union (ITU) has defined worldwide
standards for visual communication. These standards have been written to guarantee
compatibility between different manufacturers' systems. When choosing your system, it is very
important to ensure that it complies with these standards, and does not offer only a proprietary
method of communication. Proprietary systems will only connect with another of the same
design. Investing in video conferencing equipment that meets worldwide standards will ensure
that:
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7. White Paper: Guide to Video Conferencing
Your systems are equipped with the latest technology
Your investment will not become obsolete within a short period of time
Your system provides improved picture quality at all data transmission rates
Your system will communicate freely with all other standards based systems
Some visual communication systems can be compliant with ITU standards and be
proprietary at the same time. These systems may not support all features and speeds, or the
same quality image in both modes of transmission. It is important to understand how a
system will perform when it is connected to equipment manufactured by another visual
communication company. These are prime considerations since you want to ensure the best
quality call with all types of systems.
Call Quality
The main factors contributing to the quality of the image you will see during a video call are:
The quality of the codec
The amount of bandwidth
Visual communication relies on sampling and compression to generate the picture and sound
signals that are sent from one conference site to another. A video signal is made up of a vast
amount of data. For most applications, it is not cost-effective to transmit all that information. As a
solution, the codec receives the video signal feed and samples, or takes a snapshot of
portions of the video signal at precisely timed intervals of a fraction of a second each. In
addition, the video data output is further optimized through compression. Compression
reduces redundant data associated with the video image.
For example, since background information in a typical conference room seldom changes, it is
not necessary to continuously transmit that part of the picture over and over again. By saving
bandwidth not needed for such repetitive information, the codec can devote more attention to
elements that change or move, such as people, and transmit more visual data across the
network. Substantial movement or changes during a call requires the codec to do extensive
processing. A better quality codec will support superior motion handling. Additionally, the
codec is responsible for the refresh-rate of the monitor. This is measured in frames per
second, the optimum being 30 frames per second.
Having good audio quality is crucial to the success of your video conference. The audio
system is comprised of different elements; the microphone and echo cancellor for capturing
the sound, the balance and maximization of the available bandwidth for audio data relative to
video data, and the speakers. As with every other area of visual communication, the
adherence to international standards is a must. You will want to not only ensure that you will
have superior audio when talking to a similar system, but excellent audio when communicating
with every other standards compliant system.
Selecting your Network
When selecting your network there are several factors that should be taken into consideration.
The questions you should ask yourself include:
Who do you plan to call?
For example, are the sites you plan to call all internal? Do you plan to call other sites not
owned by your company?
How widely available is the desired network?
Not all networks are available worldwide. For example, ISDN is widely available but is still in the
early stages of deployment in some countries and rural areas. The same applies to IP
networks; not all countries or areas are connected to the Internet. Ensure you check which
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8. White Paper: Guide to Video Conferencing
networks are available in the geographical areas where your company operates.
What are the costs associated with the network?
Costs will vary based on your choice of network. If considering an ISDN network, remember
that you will have local and long distance charges involved. When looking at an IP network,
consider the implementation costs and your existing network architecture.
How reliable is the network?
It is important to note that public Internet is not as reliable as private IP networks.
How much bandwidth will you require?
The capabilities of your internal network need to be considered. Also, digital networks are
available from your local telephone company in a variety of optional configurations.
IP
H.323 is a standard for audio, video, and data communication over IP-based (Internet Protocol)
networks, which is becoming more and more prevalent in businesses of all sizes. It specifically
describes how multimedia communication occurs between terminals, network equipment,
services on Local Area Networks (LAN), Wide Area Networks (WAN), and the Internet.
ISDN
Integrated Services Digital Network, or ISDN, is an international communications standard for
sending voice, video, and data over digital telephone lines or normal telephone wires. It is also
known as a Basic Rate Interface (BRI). ISDN supports data transfer rates at multiples of
64kbps (64,000 bits per second), and is most commonly used by individuals and small
businesses. Each ISDN line consists of two B-channels and one D-channel. Each B-channel
can carry up to 64kbps of data. A Primary Rate Interface (PRI) is a type of ISDN service
designed for larger organizations. A PRI includes 23 B-channels (30 in Europe) and one D-
channel.
System Selector
LARGE MEDIUM SMALL
Placement of your Video System
This section explains how to carry out basic adjustments and simple tests to ensure that you
send and receive the best possible image and audio quality during your video meeting.
Large Meeting Room
Volume
The microphone should be placed at the front of the table to ensure that all speech will be
detected. The best position for the microphone is at least 6.5 feet in front of the video
conferencing system, on a plain, flat surface with at least 12 inches of table in front of it.
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9. White Paper: Guide to Video Conferencing
Peripherals
The document camera should be close to the leader of the meeting, or the designated
controller of the document camera, for ease of use. Remember to arrange all the peripherals
so that one participant can reach each of them to point, change the display, tape, or to perform
other functions during the conference.
Positioning
Position the video conferencing system in such a way as to avoid the possibility of someone
inadvertently walking into the camera's field of view when entering the room. Other than the
conference participants, there should be no moving items in the sent image.
To help ensure the most natural meeting environment, position the camera on the top centre of
the receiving monitor. The camera should point directly at the meeting participants to
guarantee eye contact with those at the far-end.
Lighting
Avoid direct sunlight on the subject matter or camera lens as this will create harsh
contrasts
If light levels are too low, you may need to consider using artificial lighting
When using artificial lighting, "daylight" type lamps will produce the most effective
results. Avoid coloured lighting
Indirect light from shaded sources or reflected light from pale walls often produces
excellent results
Avoid harsh side lighting or strong light from above as this may put part or all of the
subject matter in shadow or cause silhouetting
Background
The appearance of the picture background is very important but easily overlooked. It is
important to remember that the camera shows what is behind you when in a video
conference. To ensure a suitable background, we recommend the following:
Use a neutrally coloured background with a medium contrast and a soft texture, such
as a plain curtain with no heavy patterns or strong colours that may adversely tint the
whole scene
Avoid moving backgrounds such as curtains in a draft, moving objects, or people
walking behind you, as this may both reduce image quality and distract the attention of
those on the far-end
Do not place the camera facing a doorway
Small Meeting Room
Layout
A desktop video system is designed to work in a normal desktop environment, but there are
always things that could improve the quality.
Here are some considerations:
Try to have the camera pointing in a direction that gives you a calming background.
Avoid movement in the background, as this normally will have nothing to do with you
video meeting
Avoid direct sunlight on the subject matter or camera lens as this will create harsh
contrasts
The video conferencing system should be placed about 60-100cm away from the
person. Depending on screens size and what feels natural. The key thing is that the
user is comfortable
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10. White Paper: Guide to Video Conferencing
In an open office environment, we recommend a headset for privacy. Using the loud
speaking functionality might disturb your colleagues
The unit should be set to Automatic answer, but with the mic muted
The unit should be a part of you normal day to day tools, and should be located close
to you computer screen. This way you will not need to move during a video call.
Allowing you to use your PC and your desktop system at the same time
If poor lighting in the room, you may need to use artificial lighting
If you have a lot of direct light or spotlight in the room, you might get shadows in your
face, and there might be a good idea to get some kind of indirect light
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11. White Paper: Guide to Video Conferencing
Visual Communication Survey Results
What's the price tag for inefficient communications at work?
RoperASW & TANDBERG survey finds that the methods businesses use most heavily to
communicate outside the office, such as email and telephone are insufficient to establish the
foundation for smart business decisions.
The survey found that 56 percent of business professionals estimate they waste more than
half-an-hour a day using inefficient communication methods. TANDBERG estimates inefficient
communication represents an annual cost to U.S. businesses alone of $297 billion.
People are least focused when they rely on the phone and email and are noticeably more
attentive face-to-face, reveals the online survey of 625 respondents in the USA, UK, Germany,
Norway and Hong Kong. For instance, only one-in-four respondents say they pay full attention
when participating in an audio conference call, and only one in four will finish reading an email
completely before deleting it. This begs the question: how many important messages are being
deleted or forgotten?
Indeed, business professionals overwhelmingly say that face-to-face communication when
compared to audio and online/web-based communication - is easier to understand, is more
personal, enables quick decisions, builds high trust, makes negotiating easier, reduces
confusion and misunderstanding, makes people more accountable, and is better for detailed
explanations. In addition, respondents reported that seeing people is more effective:
95% say they like to see visual cues and body language
93% say they pay more attention when they see someone
92% say seeing someone when they are communicating with them is best
"Most people understand that face-to-face interaction is optimal, but only recently have
technologies such as video communication become mature and available for mainstream use,"
said a Gartner industry analyst. "This has allowed real, visual interaction with colleagues
across the globe. Video is the productivity tool that is the missing piece in enabling the
enterprise to operate in a truly real-time environment."
And business professionals strongly believe video communication can offer many of the same
benefits as in-person communication:
81% consider video a good alternative to audio or e-mail communications
78% say video provides many of the same visual cues as in-person communications
63% say video can be as interactive as in-person
62% say video can provide similar eye-contact perception as in-person
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12. White Paper: Guide to Video Conferencing
Video Conferencing FAQ’s
What components are required for a video meeting?
The minimum required components at each endpoint of a video meeting are a microphone, a
camera, a codec, a monitor and a speaker. The camera and microphone capture the image
and sound; the codec converts the video and audio into a digital signal, encodes it and sends it
out. The codec at the other end decodes the signal and distributes the video and audio to the
monitor and speaker.
What is the difference between video conferencing and video teleconferencing?
Video conferencing is the same as video teleconferencing. The phrases are both used to
describe a meeting between parties in different locations wherein the meeting participants use
communications equipment to both see and hear one another as they interact.
There is similar usage for phrases associated with teleconferencing. Teleconferences are
called both audio conferences and teleconferences. In each, three or more telephone callers
are linked together in a telephone call with all parties hearing one another and some or all
parties interactively speaking.
What is a Codec?
Codec stands for "Coder/Decoder". It is a piece of equipment or software that both encodes an
audio/video signal from an analog source (like a camera or microphone) and decodes the
digital signal for replay as an analog signal (to a monitor or speakers).
What is a Gatekeeper?
In the H.323 world, the gatekeeper provides several important functions. First, it controls
access to the network, allowing or denying calls and controlling the bandwidth of a call.
Second, it helps with address resolution, making possible email type names for end users, and
converting those into the appropriate network addresses.
What is an MCU?
A multipoint control unit is a device that bridges together multiple inputs so three or more
parties can participate in a videoconference and can simultaneously pass data, voice, or video.
The MCU uses fast switching techniques to patch the presenters to speaker's input to the
output ports representing the other participants.
What is Rich Media Conferencing?
RMC takes advantage of the Internet's reach, interactivity and ability to integrate multiple forms
of media to add the extra dimension of context and personalisation that takes you one step
closer to a true 'virtual' meeting environment.
What is H.320 video conferencing?
A commonly used video compression standard for video conferencing over networks that
provide fixed communication paths (such as the ISDN phone network).
What is H.323 video conferencing?
H.323 is the name of the standard for video conferencing using an IP network as the
communications link. H.323 video conference communication uses the Real-Time Protocol
(RTP/RTCP) and it enables the use of video conferencing over IP networks, LANs and the
Internet. Each system connects to others by dialing an IP Address rather than by using a
telephone number.
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13. White Paper: Guide to Video Conferencing
Glossary of Video Conferencing Terms
Application Sharing
Application sharing is a feature that allows two or more video conference sites to view and
work together on a document, presentation, website or application. One site launches the
application and shares it with the other site(s).
Audio Bridge
Equipment that mixes multiple audio inputs and feeds back composite audio to each station
after removing the individual station's input. This equipment may also be called a mix-minus
audio system.
Audio Conferencing
Voice only connection of two or more people using standard telephone or speakerphones.
Audio bridges may link multiple sites.
Bridge
A bridge connects three or more conference sites so that they can simultaneously pass data,
voice, or video. Video conferencing bridges are often called MCU's.
Collaboration
Collaboration allows real-time viewing and/or modification of shared documents and files
through the Internet. No special software is required for any number of users to view a shared
document. Collaboration answers the need for teams in disparate locations to be able to work
together simultaneously on a shared document.
Conferencing
The ability to meet over distance, where meetings can include both visual and audible
information. Typically, video conferencing systems incorporate screens that can show the
faces of distant-end participants, graphics, close-ups of documents or diagrams, and other
objects.
Data Conferencing
Data conferencing is the connection of two or more computer systems, through which
information can be shared in the form of text, graphics, digitized sound, or digitized video.
Video conferencing may be considered a type of data conferencing. However, sound and
video are not necessarily required for data conferencing. Whiteboards or applications that
allow multiple computers to add, remove, or edit documents simultaneously, are an example of
data conferencing without sound and video.
Gateway
The interface between two opposing protocols, typically H.320 and H.323. By means of
software and hardware, a gateway allows connection between otherwise incompatible
networks. A common example would be a gateway to a H.320 (ISDN) videoconferencing
system.
Interoperability
The ability of electronic components produced by different manufacturers to communication
across product line. The trend towards embracing standards has greatly furthered the
interoperability process.
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14. White Paper: Guide to Video Conferencing
Real-Time
The processing of information that returns a result so rapidly that the interaction appears to be
instantaneous. Videoconferencing is an example of a real-time application. This kind of real-
time information not only needs to be processed almost instantaneously, but it needs to arrive
in the exact order it's sent. A delay between parts of a word, or the transmission of video
frames out of sequence, makes the communication unintelligible.
Streaming
Streaming video is a sequence of "moving images" that are sent in compressed form over the
Internet and displayed by the viewer as they arrive. Streaming media is streaming video with
sound. With streaming video or streaming media, a Web user does not have to wait to
download a large file before seeing the video or hearing the sound.
Teleconferencing
Two-way electronic communication between two or more groups in different locations via a
video or network connection.
Telemedicine
The practice of using video conferencing technologies to diagnose illness and provide medical
treatment over distance. It allows health professionals and medical experts to remotely consult
with patients and health care providers giving vital, cost effective, confidential medical services
to virtually any location, rural or urban, national or international. Patients, doctors and other
health professionals can benefit from the latest technology and treatments while remaining in
their own health care facility.
Webcam
A Webcam is a video camera, usually attached directly to a computer, whose current or latest
image is placed on a web page either by displaying images at intervals or producing a live
video stream.
Web Conferencing
A conference conducted via the World Wide Web between two or more participants in different
locations. Text, audio or video may be used to communicate in "real time" or in an
asynchronous environment.
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