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The benefits of video conferencing technology are many. And while benefits continue to grow, adoption however, is moving at a crawl. With revenue not meeting projections, and adoption far slower than expected, the issue seems to not be with the technology itself but, instead, with work habits and perceptions. Many workers possess a smartphone with the ability to make a video call or have a webcam on their computer but choose not to leverage this productivity tool.

A recent Cisco (News - Alert) study took a look at the market for video in Australia, China, Denmark, France, Germany, the Netherlands, Norway, Russia, Spain, Sweden, the U.K. and the U.S. finding that the key hurdles for adoption were desire, difficulty and cost. It is easy to say ‘no’ to something that one has never tried and experienced the ease of a video conference across state, country or continent lines.

The technology is available, but many feel it is just too complicated. The study revealed that 35 percent of enterprise users lack experience with the technology. Something new and different can be a touch tricky at first, but much like riding a bicycle many services offer training wheels and the appropriate education to ease the transition.

Another 23 percent of respondents do not want to be seen. This is sad, the lost art of the face-to-face meeting is riding off into the sunset as it does not seem to mean as much today to speak to a colleague, client or prospective and look them in the eye while illustrating a point or discussing an idea. Video conferencing can provide the intimacy of a closed-door one-on-one meeting if the participants allow.

An additional obstacle for adoption listed from the study was that 18 percent of those surveyed believe that video conferencing is unnatural. Twenty years ago I may have agreed with this sentiment, but with its growing use, technology has improved drastically and today can provide high quality video and audio as well as transparency. 

It can be difficult to teach an old dog new tricks; and for many who have been cogs in the wheels of industry for decades, the use of video conferencing falls into this category. However, adoption rates may be slow, but they are still pointed in the right direction. As more users enjoy the benefits of reduced travel cost, a higher level of collaboration and the ease of sharing materials easier the faster said adoption will become. Only time will tell how fast, or how high for video conferencing but its benefits should help achieve the moment needed for increased adoption.