Unified communications (UC) with video is big business as the COVID-19 pandemic makes in-person interaction nearly impossible.

Fortunately, businesses are finding that video fills the void. And in many ways it can be better than meeting in person.

Zoom’s Laura Padilla

So says Laura Padilla, the head of global business development and channel at Zoom Video Communications. She is gearing up for her upcoming keynote at Channel Partners Virtual.

According to Global Market Insights, the global video conferencing market was worth $14 billion last year and should reach $50 billion by 2026. Furthermore, the advent of technologies like cloud computing, IoT, AI, virtual reality and advanced video compression will drive that growth.

What’s more, Orion Market Research said the global video conferencing industry is expected to gain traction throughout the pandemic. That’s because enterprises and government organizations are considering video conferencing as the best answer to connect with remote workers, customers and employees. And at the same time, it prevents in-person interaction.

During her Channel Partners Virtual keynote titled “Using Unified Communications to Increase Your Business Value.” Sept. 10,  Zoom’s Padilla will discuss how the “work from anywhere” paradigm is changing your customers’ office culture — and creating new opportunities for partners.

Attendees will learn how to drive sales by helping customers adapt to a “video on” culture instead of in-person.

In a Q&A with Channel Partners, Padilla gives a sneak preview of the information she plans to share with attendees.

Channel Partners: Was demand for UC with video already on the upswing before the pandemic? Have we turned a corner where demand is likely to stay strong from here on? If so, why?

Laura Padilla: Yes, demand for UC with video has been growing for some time. As workforces are becoming more distributed, driven by everything from quality-of-life initiatives to the rise of the gig economy, more work is being performed remotely. This shift dramatically increases the need for effective communication, and video is seen as improving the quality of that communication. These trends will continue to accelerate over the next three years (according to the Forbes Insight report).

CP: Can UC with video match or even be better than in-person interaction? If so, how?

LP: Yes, video communication delivers many of the benefits of face-to-face interaction (seeing the reactions of others, cues, etc.), while improving the work-life balance for employees by providing the tools to meaningfully participate in meetings from wherever they are.

CP: How can you boost business or drive sales by helping customers adapt to a “video on” culture?

LP: Customers are looking for guidance from partners; [they want] to continue to keep their employees productive in this “live anywhere” culture. With the variety of solutions available, being viewed as an expert to help your customer capitalize on this new economy and work environment will be critical. From devices, to software and services, the channel that learns to develop customized solutions and support for customers will be viewed as critical. Partnering with your customers to help them develop a sustainable digital strategy will be key in keeping a competitive edge and offering true value.

CP: What do you hope attendees can learn and make use of from your keynote?

LP: Attendees will learn why, in today’s business climate, UC and collaboration solutions are critical to survival. They will gain a better understanding of how to help their customers to leverage the benefits of a “video on,” work-from-anywhere, using any device, with best-in-breed services culture. They will learn how to take advantage of current trends and develop strategies to transform their businesses and make them an invaluable partner to their customers.