Survey Says: Businesses Need iPad Video Strategy

A KIT digital survey of 200 senior marketing executives found that more than three-quarters (76.8 percent) of American business executives believe that developing a video strategy for the iPad is important to their businesses’ success.

The survey also asked if respondents’ businesses currently have a mobile solution for other devices. More than one-third (37.8 percent) said that they do, while almost half the respondents (43.2 percent) said they are currently working on developing a mobile solution.

KIT digital says the survey results are evidence that companies clearly realize the value of a mobile video component to the success of their businesses, yet almost two-thirds (62.1 percent) do not currently have a mobile video solution.

“IP-video usage levels will continue to climb following the release of the iPad and other video-focused tablet devices,” said Gavin Campion, president of KIT digital. “This increased engagement of video on mobile devices has created an opportunity that needs to be addressed quickly by content owners, distributors and operators. Consumers are going to navigate toward companies that provide them with the content they crave, leaving content providers and businesses that do not have a mobile video solution behind.”

When asked if they were prepared to take advantage of the iPad’s video capabilities, one-fifth (20.5 percent) of businesses responded that they were, while almost half (47.7 percent) said it’s an area “currently being worked on.”

KIT digital is a global provider of on-demand software solutions for managing and monetizing Internet Protocol (IP)-based video assets and works with more than 1,000 enterprise clients around the world to utilize IP-video for commercial video distribution and internal corporate deployments such as corporate communications, human resources, training, security and surveillance.

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