With ITEXPO (News - Alert) fast approaching, TMCnet decided to catch up with Carl Ford, CEO of Crossfire Media, to get some of his pre-conference thoughts and to learn a little more about his views on the latest technology trends at large. Carl will be participating in the Special Technology Innovation Panel / Q&A session on Tuesday, August 27, 2013.

In his role at Crossfire Media, Ford is constantly on the lookout for new insights into the latest advancements in technology, market drivers and business obstacles. With technological experience in the areas of costing, operations, marketing, regulatory and product management, he has become a well-known source of tech knowledge and thought leadership.

Mobility is just one of Ford’s particular specialties. When asked about the current battlefield for mobile dominance, he points to HTML5 as a great equalizer.

“I think HTML5 is going to level the playing field,” he said. “The spot where Apple and Samsung (News - Alert) have converged is on the use of Flash memory. Candidly, everyone will be able to equally embrace the technology. It just matches human behavior and the need for speed.”

His views on the impact of WebRTC on the communications space are a little more cynical, however. Predicting the impact of the growing wave of WebRTC providers on the communications world, Ford said, “If they are talking about the communications market the answer is they are not going to change much. Did SIP really change telecom? It changed cost structures, but voice is still voice. I think WebRTC has the potential to change the model of communication, however, the Web is where I would expect the innovation to take place.”

The Web is also the place where Ford expects large business opportunities, particularly for video technology.

“I think the most interesting aspect of video is the impact of YouTube (News - Alert) and embedding platforms, like Brightcove, Livestream, Vimeo, and so forth. Production Quality is becoming an expectation from the teenager in his room to the corporate video conferencing. That says we are going to have to learn to self edit quickly and efficiently,” he said.

Social media also fits into this equation, although Ford believes the value for Business to Business initiatives may not be there yet.

“For companies that are selling directly to consumers, Facebook is a must. For Business to Business, I am not sure the value is there. However, as Facebook, Google+, Linkedin, Tumblr and Twitter (News - Alert) continue to evolve, I am hoping better personal segmentation becomes a reality.”

Ford will be available to answer more of your questions at ITEXPO, where the Special Technology Innovation Panel will be discussing technological innovations that are driving new products, services, capabilities, and business models.

Registration for ITEXPO is still open. ITEXPO will take place from August 26 to 29 at the Mandalay Bay Hotel in Las Vegas, Nev.