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5D Visual Collaboration - 10 Reasons It's Growing Fast

[fa icon="calendar"] 10 December 2017 / by Simon Hunt

Simon Hunt

Why is communication developing so quickly?

1. 92% of corporates are reorganising to regain a performance business culture; they view communication as a key element of that reorganisation.


Why? Because they often find themselves challenged by the pace of change in today's work trends:

  • Adapting to the management of multi-disciplinary teams, often based in separate offices
  • Adapting to dealing with project based teams, often including contractors 
  • Adapting from traditional fixed teams to flexible, mobile and multi-disciplinary teams

2. A study of companies in the S&P revealed that the average life of a company in the top 500 has fallen from 81 years to 16 years, in the last 25 years. There is a huge amount of pressure; companies are now expected to be constantly creative and swiftly adapt to the latest competitor initatives.

3. Current State of Play of the Performance Business Culture that most companies seek: 



22 deloitte 2-082475-edited.png

Deloitte's survey pointed out the stark numbers above, worse still are the clear symptoms: 

49 other.png

13 other.png67 other.png

These red numbers point to the need for immense change in organisations.


4. Impact There is a need to drive a different leadership style with HR Teams redesigning organisations to drive that leadership change. Aware of the need for change, informed leaders are now seeking better tools for:

  • Sharing information faster across teams
  • Obtaining input into decisions faster from subject matter experts
  • Making better business decisions, faster, together

4. 3D Communication - the use of audio, images and the ability to see body language and hear tone

Why is 3D more powerful and how has it evolved from the days of 1D audio conferencing?

  • Audio - 1 sense - 1D - audio conferencing - passive listening mostly 
  • Images - 2 senses - 2D - screen sharing/audio - driving better understanding  
  • Visual communication - 3 senses 3D - audio, images, body language and tone - has made a huge impact,why?

communication styles (2).png

5. Why is 3D communication more effective?

As soon as you use visual communication and interaction the message performance metrics alter fast. Combining images with the ability to see body language and hear tone has a huge impact on the speed at which people understand and retain key messages.

60000xspeed of comprehension boost (1).png

4xmessageretention (1)-2.png


For those companies and individuals who believe in emotional intelligence and customer or situation empathy to win business deals, 3D communication is vital, guaranteeing a competitive edge.

6. Recently there has been an explosion in Desktop Visual Collaboration with Wainhouse studies reporting:

  • 38m desktop users employing visual collaboration in 2013
  • 237m desktop users employing visual collaboration in 2016

The market is dominated by Microsoft's Skype For Business product, which has heralded the mass introduction of 4D communication.

So what is 4D? It's 3D with the additional of multiple device type, access  

(desk, laptop or mobile, alongside the new Surface Hub and Skype Room System meeting room products)

In brief 4D = 3 communication styles + multiple device types.

9-B Virtual Meeting Space Connectivity wheel .png

7. Just as 4D communication accelerates, we have the introduction of 5D communication

3 communication stylesaccess from multiple devices + access from multiple platforms 

       wheel logos & vms Connectivity-Stack-Wheel with VMS.png8. What are the benefits of 4D & 5D communication?

- 4D brings increased access benefits, using devices you are familiar with, giving increased adoption rates

- 5D brings added flexibility as now almost all platforms have access to Interoperability with their visual communication offerings.

Those that do not have 5D interoperability, may lose share or stagnate.

The key benefit to an IT professional is they can now extend Visual Collaboration beyond his/her IT boundary, connecting their entire organisation visually to external organisations, for example:

  • Customers
  • Suppliers
  • Partners
  • Contractors   



The ultimate question is can 5D communication help in fixing the Broken Business Culture with:

  • Improved communication and understanding, empowering companies and their teams to adapt quickly?
  • Delivering the ability to make better business decisions faster, together?
  • Enhancing team performance, bonding and overall productivity levels?

In the author's humble view this depends on 3 critical factors:

  1. Leadership - has to grasp the enhanced power of 5D and insist it is deployed fully across their companies and use it very much as a competitive edge.
  2. IT Management - has to sieze the opportunity to push beyond the IT boundaries, connecting suppliers, partners, customers and contractors
  3. HR - needs to incorporate 5D communication and visual collaboration into their core organisational design thinking, driving employee engagement, growth and learning.

Those that embrace 5D and its advantages will join the companies surviving in today's rapidly evolving world, those that don't may find themselves exposed; quickly losing traction, key employees and customers. 

9. Headwinds and Tailwinds are in play here to differing degrees, depending on your industry and mindset. What do we mean by that?


In the past, visual collaboration involved video hardware, capital expense, depreciation, fixed costs and the use of a central, ever stretched, corporate IT budget.

Today, 5D communication can be a business unit operating cost, that can be procured as a cloud based software service. A variable cost that can be scaled up or down with activity, which will be welcomed with open arms, by finance teams across the board.

10. No excuses - 5D communication with IT and finance tailwinds supporting it!

Whether you're on the Board, restructuring an organisation in HR or in IT and frontier breaking, there are now no reasons not to make the move to 5D before your competition do!

To sign up for a free trial click here

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Topics: Upgrade and make better decisions faster

Simon Hunt

Written by Simon Hunt

Simon is the Founder of Close - the True Collaboration Company.

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