B2B Group

Assignment

Video
Conferencing
Platforms
Overview of the Industry
Overview of the Industry
● IT Industry is the ever growing industry in the world.
● IT sector is a field which is undergoing rapid evolution and is changing
the shape of Indian business standards. 
● This sector includes software development, consultancies, software
management, online services and business process outsourcing (BPO).
● As of August 2020, the research consultancy IDC was projecting
global revenue of $4.8 trillion for the year, compared to their original
estimate of $5.2 trillion.
Overview of the Industry (Cont.)
● If this number holds, it would represent 4.2% growth, signaling a
return to the trend line that the industry was on prior to the
pandemic. 
● Looking even further into the future, IDC expects the pattern to
continue, estimating a 5% compound annual growth rate (CAGR) for
the industry through 2024.
● The United States is the largest tech market in the world, representing
33% of the total, or approximately $1.6 trillion for 2021.
IT Industry in India
● India is the leading sourcing destination across the world, accounting for
approximately 55% market share of the US$ 200–250 billion global services
sourcing business in 2019–20. 
● Moreover, revenue from the digital segment is expected to form 38% of the
total industry revenue by 2025. 
● Digital economy is estimated to reach Rs 69,89,000 crore (US$ 1 trillion) by
2025. The domestic revenue of the IT industry was estimated at US$ 44 billion
and export revenue was estimated at US$ 147 billion in FY20.
● Total number of employees grew to 1.02 million cumulatively for four Indian IT
majors (including TCS, Infosys, Wipro, HCL Tech) as on December 31, 2019.
IT Industry in India (Cont.)
● Indian IT's core competencies and strengths have attracted significant
investment from major countries. 
● The computer software and hardware sector in India attracted cumulative
Foreign Direct Investment (FDI) inflow worth US$ 44.91 billion between April
2000 and March 2020.
● The sector ranked second in FDI inflow as per the data released by Department
for Promotion of Industry and Internal Trade (DPIIT).
● Leading Indian IT firms like Infosys, Wipro, TCS and Tech Mahindra are
diversifying their offerings and showcasing leading ideas in blockchain and
artificial intelligence to clients using innovation hubs and research and
development centres to create differentiated offerings.
Major Developments in IT Industry
● In July 2020, Infosys won a multiyear deal worth US$ 1.5 billion from
investment management company, Vanguard
● In July 2020, HCL Technologies signed a five-year deal worth US$ 600
million with telecom equipment maker Ericsson
● In May 2020, SirionLabs, a software-as-a-service (SaaS) provider,
raised US$ 44 million as part of its Series C round led by Tiger Global
and Avatar Growth Capital.
● PE (private equity) investment in the sector stood at US$ 11.8 billion
across 493 deals in 2019.
Major Developments in IT Industry (Cont.)
● In January 2020, Nippon Telegraph and Telephone, a Japanese tech
announced its plans to invest a significant part of its US$ 7 billion
global commitments for data centres business in India over the next
four years.
● As of February 2020, there were 417 approved SEZs across the
country with 274 from IT & ITeS and 143 as exporting SEZs.
● In February 2020, Tata Consultancy Services bagged a contract worth
Rs 10,650 crore (US$ 1.5 billion) from pharma company Walgreens
Boots Alliance.
● UK-based tech consultancy firm, Contino, was acquired by Cognizant.
Government Initiatives
● On May 2019, the Ministry of Electronics and Information Technology
(MeitY) launched the MeitY Startup Hub (MSH) portal.
● In February 2019, Government released the National Policy on
Software Products 2019 to develop India as a software product nation
● The Government has identified Information Technology as one of 12
champion service sectors for which an action plan is being developed.
Also, the Government has set up a Rs 5,000 crore (US$ 745.82 million)
fund for realising the potential of these champion service sectors.
Government Initiatives (Cont.)
● As part of Union Budget 2018–19, NITI Aayog was to set up a
national level programme to enable efforts in AI and leverage AI
technology for developing the country.
● In the Interim Budget 2019–20, the Government announced plans to
launch a national programme on AI and setting up of a National AI
portal.
● National Policy on Software Products-2019 was passed by the Union
Cabinet to develop India as a software product nation.
Latest Development in the Domain
Video Conferencing Market
● The outbreak of the COVID-19 pandemic leads to the cancellation of different corporate
events, such as international seminars, trade shows, product launch, investor
presentations etc.
● So corporate organizations are focusing on implementing video communication solutions
such as Zoom, Teams and others to host such events, which has positively influenced the
market growth.
● According to reports, conferencing solutions enable enterprises to cut travel costs by
around 30%, while 92% of B2B marketers use such solutions in their core operations
amidst the COVID-19 outbreak.
● Various law enforcement agencies and government are focusing on carrying out
operations though such solutions due to the lockdown imposed across the globe.
Major Suppliers in the Video Conferencing
(IT Industry)
Google Meet
● Developed by Google, Initial Release in 2017
● Google Meet, previously named Google Hangouts Meet, is Google's premium
video conferencing software, provided as part of G Suite. There's also a free
version of Meet. Meet is similar to the video chat service provided in the
consumer Hangouts but supports far more participants. Meet can be found at
meet.google.com.
● While it has all the necessary video conferencing features, it's nowhere near as
robust as its competitors, and isn't suited to those who need a solution that can
support more than 250 participants.
Cisco WebEx
● Developed by: Cisco Systems, Released in 1995
● The company's core subscription-based Web-conferencing software and
service is known as Meeting Center.
● WebEx is used by businesses to convene with employees, clients, and partners
to make presentations, conduct training, and share documents and multimedia
content online.
● The company's customers come from such industries as Financial services,
healthcare, telecom, and manufacturing. 
Zoom
● Founded in 2011
● Zoom is a cloud-based conferencing tool that allows users to virtually interact
with each other through audio, video, and chat. 
● The company’s competitive advantage is centered around the product’s ease of
use as well as high-quality audio/video output.
● Zoom products involve Zoom Meetings and Chats, Zoom Rooms and
Workplaces, Zoom Phones, Zoom Video Webinars and App marketplace.
● The worldwide adoption of Zoom is powered by its two core products: Zoom
Meetings and Chat as well as Zoom Rooms and Workspaces.
● Zoom Meetings can be attended and held via a web browser, or desktop and
mobile applications. 
Microsoft Teams
● Developed by: Microsoft Corporation, Initial release date: 2017
● Microsoft Teams is a collaborative workspace within Microsoft 365/Office 365
for workplace conversations, collaborative teamwork, video chats and
document sharing
● Microsoft Teams key advantage over competitors is its deep integration with
Office 365.
● It natively integrates with Word, PowerPoint and Microsoft’s other apps
Techonolgy Used
AV components in Video Conferencing
● Displays: laptop, desktop monitor, television screen
● Microphones and cameras: built-in microphones and webcams, USB
microphones and webcams
● Speakers: built-in computer speaker, external speaker, VoIP (voice over
IP) conferencing phone
● Internet Connection: WiFi, ethernet
● Video Conferencing Software: video conferencing tools and apps
Types of Video Conferencing Technologies
● Telepresence- Telepresence is an immersive video conferencing
experience where all attendees, whether they're remote or in the
office, feel as though they're having an in-person conversation. It
often involves multiple screens or monitors so remote workers feel as
though they're in the meeting room.
● Room-Based Video Conferencing Technology – It means the
technology is integrated into the meeting room itself. Screens or
monitors, a video camera, a microphone, and a speaker are installed in
the room, so meetings can be held between people in the conference
room and those who are remote.
Types of Video Conferencing Technologies
● Desktop Video Conferencing Technology - With desktop video
conferencing, all the conferencing hardware and software is built-in to
the computer. This is one of the simplest video conferencing setups, as
video conference attendees can participate with their desktop or
laptop computer. These devices have the necessary software, cameras,
speakers, and microphones built-in - making it easier for remote
workers to join the conference.
Competition Analysis

Google Cisco
Meet WebEx

Microsoft
Zoom Teams
Google Meet
•Unlimited number of meetings •Video and audio preview
•Live Captioning screen
•Screen sharing with
•Compatible across devices
participants
•Host Control
•Messaging with participants
•Adjustable layout
•Integration of other google
apps
Cisco WebEx
•Screen Sharing •File transfer
•Webinars •Chat, Notes, Raise Hand,
Polling
•Maximum meeting length 24
hours •Breakout Sessions
•Cloud recording storage •White board
•Transcriptions •End to end encryption
Zoom
•WebRTC •Role based user permissions
•Security •Calendaring service
•Screensharing •Recordings
•HD Video and Audio Calls •Team chat with group as well
•1000 participants with 49 as personal
videos •Webinars, Chat and Phone
Microsoft Teams
•Teams and Channels •Full Telephony
•Document storage in •Host control
sharepoint, Default document
•Controlled approach
library
•Upto 10,000 users
•Audio Conferencing
Gap in the market
•Cheaper online meeting service providers
•With features like online workplace
•Cloud storage
•Online working and data sharing platform
Solution and Scope of Development
•Online meeting platform
•More than 10,000 latent visitors and 100 video visitors
•Cloud storage for meeting material and records
•Automatic transcription and recording
•Real time data sharing
•Four participants screen sharing at same time
•Real time audio call service
Solution and Scope of Development
•Ring a bell notifications for video as well as audio calls
•Synchronised calendar
•Schedule planner
•Hardware system for offices
•Real time data editing on online platform (Like google docs, slides, sheets)
•Effective Encryption
•Interpersonal audio chats
•Options to mute someone for yourself
Business Models of Competitors
Google Meet
● Meet is a video chat and video conferencing tool designed
specifically for business users.
● Meet is a component of Google’s G-Suite—a collection of
cloud-based productivity apps. 
● G-Suite is aimed at business customers and is available on
subscription.
Google Meet (Cont.)
● Free
● Basic – Rs. 450 / user / month
● Business – Rs. 900 / user / month
● Enterprise - Rs. 1875 / user / month
Cisco WebEx
● They have 1 free and 4 paid subscriptions.
● The company's customers come from such industries as
Financial services, healthcare, telecom, and manufacturing. 
● Their major target market are big organizations and enterprises.
● WebEx is used by businesses to convene with employees,
clients, and partners to make presentations, conduct training,
and share documents and multimedia content online.
Cisco Webex (Cont.)
● Free
● Starter – Rs. 944.92/host/ month
● Plus - Rs. 1256.54/ host/ month
● Business - Rs. 1886.58/ host/ month
● Enterprise – Depends on needs
Zoom Meetings
● The company operates on a freemium model, where customers
can host meetings for up to 100 people for 40 minutes.
● The business model of Zoom is built on charging businesses
a reoccurring subscription fee for the various products the
company offers. 
● Zoom makes money from the promotion of hardware products
as well.
Zoom Meetings (Cont.)
● Basic - Free
● Pro – Rs 13,200 / year / license
● Business – Rs. 17,700 / year / license
● Enterprise - Rs. 17,700 / year / license
Microsoft Teams
•For using Microsoft Teams, people have to buy Microsoft 365 / office
365.
•All subscriptions have annual commitment and first 2 months are free.
●In the free version people can host meetings for 100 participants for 60
minutes.
●In the suscription versions they have to pay suscription fee depending on
their requirements.
●They also earn money from providing MS Office and Cloud Storage
services.
Microsoft Teams (Cont.)
●Free
●Basic - Rs. 125/user/month + GST
●Standard – Rs. 660/user/month + GST
•Premium – Rs. 1320/user/month + GST
Strategies Adopted including 4Ps of
Marketing
Marketing Mix of Google Meet
Product Strategy
● Google has made enterprise-grade video conferencing available to everyone through
Google Meet
● Google Meet has three types of uses: for personal use, for Business Use, for Google
Workspace admins
● Google Meet can handle up to 250 participants per call, live streaming for up to 100,000
viewers within a domain, and can record meetings on Google Drive for later broadcast, for
paying G Suite subscribers
● Google Meet Hardware brings the same reliable, easy-to-join video meeting experience of
Meet to the conference room, it’s a curated set of components working together end-to-
end to make engaging HD meetings affordable and headache-free.
● Google Meet Hardware comes with wide-field-of-view camera, speaker and mic which are
custom designed and a hardware kit which can self-diagnose any issue
Pricing Strategy
● Google had made video conferencing service Google Meet free for everyone
for the time being, anyone with an email address can sign up for Meet and
enjoy many of the same features available to the business and education users,
such as simple scheduling and screen sharing
● Google went for this strategy to compete against its competitors like zoom and
teams
● Google Meet has three plans, Free, Google Workspace Essentials and Google
workspace enterprise, Google workspace enterprise has the highest number of
features as it is the costliest
Place and Distribution strategy
● Google Meet is available as an Android and iOS mobile app. One can also
access Meet via Chrome, Mozilla, Microsoft, or Safari web browsers
● Google Meet employs an array of anti-abuse measures to keep your meetings
safe, including anti-hijacking features and secure meeting controls. It also
supports multiple 2-step verification options including security keys
● Google Meet had been only available to enterprise users of Google's G Suite
platform, however, availability is being expanded to anybody with a Google
Account, who can sign into the service from their web browser using their
Gmail address
Promotion Strategy
● Google meet has extensively promoted through ads, banners ad various forms
of digital marketing
Marketing Mix of Cisco Webex
Product Strategy
● Cisco’s Webex Meetings is a video conferencing solution that supports a variety
of video meeting types, from one-to-one video calls, to team meetings and
online learning sessions
● Cisco Webex has a host of products which are divided into three categories:
● Webex Suite: Webex Meetings, Webex Support, Webex Event, Webex Trainings
● Web Conferencing: Cisco Webex Webcasting, Cisco Webex Clouds Connected
Audio
● Business Quality Collaboration: Webex Control Hub, Wedex Edge
● Some of the common features of all products under webex include “call me”
feature, meeting recording, polling, whiteboard, transcription
Pricing strategy
● Cisco put out easily consumable software on a trial basis for 90 days to be used not just by
large enterprises, but also by first time users.
● Cisco Webex has dropped its prices over the last year, Cisco is paying attention to the
market and their competition by reducing pricing they can remain competitive against fully
integrated vendors like Meet, Zoom, and Microsoft Teams
● Cisco launched the ability to join WebEx meetings via video conferencing rooms at first,
this was an expensive integration now it is free. 
● Cisco also provides with significant volume discounts and negotiations as for business it is
a significant investment
● Cisco has five plans which are Free, Starter, Plus, Business and Enterprise
Place & Distribution Strategy
● Cisco Webex has a wide global presence, which shows its strong place and distribution strategy in
its marketing mix
●  Cisco’s sales team are always in search for big enterprises looking for network solutions, thus it
becomes easy for such organizations to make a Business to Business deal and also helps Cisco to
pitch in their products to any prospective customer.
● For small business networking solutions, Cisco’s website provides a comprehensive methodology
for buyers looking for solutions and also provides detailed procedure for the buyer to get in
connection with Cisco representative and thus make a purchase
● Extending the boundaries of Cisco’s existing clients, moving 600 of our largest enterprise
customers into a work from home setup.
● To keep up with the market, WebEx is now integrated into the Cisco Spark offering, and licensing
has been even further simplified if you purchase Spark user licenses.
Promotion Strategy
● Cisco Webex’s promotional activities include advertisements on news websites,
business websites and technology websites, so that they are able to attract
attention of enterprises looking for solutions and tech savvy people.
● Cisco Webex’s promotional activities is done via their website where they host
video instructions by technology experts.
● Cisco Networking academy publishes books relating to the current IT
challenges and solutions.
● Cisco Webex partners with various prestigious engineering colleges across the
globe to tap in high end talent, which in turn help them promote themselves
and gain businesses.
Marketing Mix of Zoom
Product Strategy
● Zoom is a popular video conferencing tool that offers some of the best features you can
find on the market.
● Products under Zoom include meetings and chat, rooms and workspaces, phone system,
video webinars, apps marketplace in various industry like education, finance, government
and healthcare
● Zoom platform is uniquely designed and optimized to offer seamless services and
maximum reliability, and it comes with a user-friendly interface
Pricing Strategy
● Zoom historically offered much more affordable pricing compared to its
competitors
● Zoom only charges hosts no more than $19.99 per month per user for a
business account and offers a free plan for up to 100 participants
● Zoom offers unique features and high-quality video and sound even at a low
price
● Zoom has different pricing plans for zoom meeting, zoom phone, zoom video
webinar and zoom rooms
● Under Zoom meeting, there are four plans free, pro, business and united
business, united business being the costliest with the most features
Place and Distribution Strategy
● Zoom has been building partnerships with other B2B companies to integrate
and offer its products using the distribution of its partners.
● This is a very reliable growth channel and a high contributor to their direct
traffic.
● Zoom went out and built partnerships with companies in other verticals to
create a seamless experience for its users, users can have great experience in
using Zoom along with other apps for scheduling, conferencing, storage,
communication, and more
Promotion Strategy
● The promotion strategy of Zoom is mainly digital marketing, 65% of the traffic
on Zoom comes through Facebook followed by YouTube at 11.15% being a
distant second
● Zoom also provides its customers with various coupon codes for 20% off,
discount on Zoom rooms annual plans, free virtual backgrounds
● Zoom highlights all the positive customers reviews that it has got through
various organizations on its website
● Zoom also promotes through banners and TV ads
Marketing Mix of Microsoft Teams
Pricing Strategy
● Teams comes in both free and paid plans. However, due to Coronavirus
lockdown, the company is currently offering a free six-month trial of premium
plans to compete against other market players
● Microsoft Teams can be made available in four ways: Free, through Microsoft
365 Business Basic, Microsoft 365 Business Standard, Office 365 E3. Office
365 E3 is the costliest and has the most features
Product Strategy
● Microsoft Teams developed by Microsoft, is a part of the Microsoft 365 family
of products.
● Microsoft Teams is customized and developed for work, for education, for home
● Microsoft Teams has also built devices for every work experience, the devices
include Headsets, Speakerphones, Web Cameras, Desk phones & Teams
display, Teams Rooms Room accessories customized for various industries
● Some of the key features provided by Teams are Together mode, Apps and
Workflows, Market availability, file sharing in real time
Place and Distribution Strategy
● Microsoft Teams provides extensive customization training videos, IT guidance
and Tech Community
● Microsoft Teams also comes as a part of Microsoft 365 with basket of various
other products developed by Microsoft
● Microsoft Teams is built on the Microsoft 365 and Office 365 hyper-scale,
enterprise-grade cloud, delivering the advanced security and compliance
capabilities which the customers expect
Promotion Strategy
● Microsoft promotes Team by adding various features for free and giving deep
discounts for its customers
● Microsoft Teams is also promoted though ads on various business related
websites
Conclusion
Conclusion
Video conferencing comes with many tangible benefits for businesses and
individuals. These different types of video conferencing technology have paved
way for more efficient meetings and a stronger sense of community among
business contacts. On a personal level, they have facilitated a face-to-face
connection that allows the participants to develop a new sense of familiarity with
individuals who are far away from them or those they have never met in person
References
● https://www.uctoday.com/collaboration/video-conferencing/zoom-meetings-review/
● https://www.gartner.com/reviews/market/meeting-solutions/vendor/zoom/alternatives
● https://www.owllabs.com/blog/video-conferencing-technology
● https://www.eztalks.com/video-conference/types-of-video-conferencing-technology.html
● https://www.fortunebusinessinsights.com/industry-reports/video-conferencing-market-100
293
● https://www.comptia.org/content/research/it-industry-trends-analysis
● https://www.indiaeducation.net/computers-it/the-future-scope-of-the-it-industry-in-india.h
tml
● https://www.ibef.org/industry/information-technology-india.aspx
● https://productmint.com/the-zoom-business-model-how-does-zoom-make-money/#:~:text=
The%20business%20model%20of%20Zoom,due%20to%20its%20product's%20superiority
Thank You!
PRESENTATION BY:
Nitya Srivastava 167136
Saurav Singhvi 167150
Siddhanth Rajurkar 167157
Yashodhara Khadiya 161764
Sayyam Kogta 167251