The Tipping Points of Video Conferencing Solutions

Abstract

Video conferencing solutions have been used to support remote work and distance education but have not yet been widely adopted. This study aims to contribute to the development and proliferation of video conferencing solutions for remote work and education by analyzing consumer preferences. For this purpose, a survey of 1,018 people was conducted in July and August 2021 in Korea. As the use of video conferencing became enforced due to COVID-19, the analysis reflected previous user experiences. In addition, various scenario-specific market share simulations were performed, assuming future video conferencing solutions. The survey results showed that several factors, including technology attributes, cost, and market share, influence consumers’ choice of video conferencing solutions. The survey also found that consumers have asymmetric preferences regarding video conferencing solutions depending on their previous experience. Finally, the study identified tipping points companies could use to gain a significant market share.