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视频会议成主流,思科前CEO终于如愿以偿

MICHAL LEV-RAM
2020-04-28

“每个公司都认识到,无论身处哪个行业,他们都需要成为一家科技公司。为了在数字时代掌控自己的命运,企业必须拥抱新科技来实现商业战略。” ----钱伯斯

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约翰·钱伯斯在2017年退休前,曾在思科系统任首席执行官长达20年,这位思科高管总能敏锐地看到远超前于当下趋势的科技创新。他很早就押注,而且是押重注,认为网络视频将成为一种必不可少的交流方式,但具体到这项技术创新,他走得实在太超前了。

今天因为新冠病毒,我们很多人做什么事都需要开视频会议,不管是上瑜伽课还是开公司董事会会议。而在很多年之前,市场刚刚萌芽的时候,钱伯斯就开始推动视频会议技术了。

2006年,他推出了一款叫“网真”(Telepresence)的昂贵的超高清视频会议系统,专为财力雄厚的企业量身定做。接下来几年,在钱伯斯的领导下,这家计算机网络公司先后在该领域投入了数十亿美元,先是在2007年抢购了协作软件供应商Webex(目前该软件仍被众多企业广泛使用),又在2009年收购了Flip 迷你便携式摄像机(两年后淘汰),到了2010年,思科甚至还推出了一款名为Umi 的“个人网真”设备,但没持续多久。

钱伯斯努力地推动视频通信领域,但不是每次都取得成功。首先,有些产品成本太高,难以推广,而且,思科的优势从来都不在消费者领域。但钱伯斯始终相信视频会议终有一天会成为主流,他这一理念足有先见之明。今天,为企业提供屏幕共享和视频会议工具的Webex 软件在3月的用户数量突破记录,达到3.24亿新高。(不过,其竞争对手更加引人注目,那就是Webex前工程师建立的Zoom,Zoom最近日用户突破了3亿大关。)

钱伯斯如今经营着自己的风投公司JC2 Ventures,《财富》杂志最近采访了他,以进一步了解视频会议的早期发展和市场演变。

以下对话经过了少量编辑和缩减。

《财富》:从WebEx到网真,你很早就在做视频会议了,人们对于这一新技术的接受,有你希望的那样快吗?

钱伯斯:我们不光是最早使用视频会议的人,实际上,思科之所以在2006年推出网真,是对另一场传染病危机,即禽流感。就在禽流感病毒爆发当天,我正在墨西哥城拜会墨西哥总统和他的内阁。他们从墨西哥南部得到了一些不尽准确的消息,比如病毒传播快、死亡率高,医院已不堪重负等等。政府领导人被建议,开会聚集人数不应超过2到3人。谢天谢地,事情并没有最初说的那么严重,但这是我们加快研发网真的原因之一,墨西哥政府后来也成为最早使用这项技术的客户之一。

一直以来,我都认为未来的交流是通过视频进行的,过去几年,我也一直努力让团队在日常工作中使用视频来沟通。近年来,我们非常依赖电子邮件,但电子邮件甚至是电话,都非常缺乏人情味。危机到来时,最重要的就是加强人际关系。事实上,我认为,首席执行官要应对危机、率领公司度过低迷期时,最早应该采取的步骤之一,就是联络员工、客户、利益相关方和合作伙伴,密切沟通以解决问题。在艰难时期,视频是重塑信心、帮助他人的好方法。

《财富》:过去几年出现了哪些变化,让人们愿意更广泛地使用视频会议?

钱伯斯:我认为,我们已经开始看到,每个公司都认识到,无论身处哪个行业,他们都需要成为一家科技公司。为了在数字时代掌控自己的命运,企业必须拥抱新科技来实现商业战略。当企业能够用新技术改变商业模式时,就是奇迹真正出现的时刻。新冠疫情危机爆发前,那段时间的创新节奏,即使放在互联网时代,也是前所未见的。我认为,那段时间,公司们真正开始意识到他们必须跟上这些变化,否则就会被竞争对手打乱,甩在后面。

《财富》:你认为疫情结束后,“居家工作”的势头还会继续吗?

钱伯斯:光是上周,我就已经从我的初创公司、风投界、企业界甚至是媒体中看到了一个重要趋势,那就是人们不仅仅越来越习惯视频会议,而且是真的认为,视频会议比面对面开会更高效。许多人预计,将来开现场会议的人会越来越少,我同意这一点,在我看来,这种趋势不仅会继续下去,而且会超乎想象地改变人类工作模式。例如,有可能,甚至是很有可能,以前需要集中上班的客服中心,今后可以借助人工智能、机器人、虚拟助理和视频功能的帮助,让全部客服在家工作。

我想,人们还是想回归正常状态的,还是要最终重返办公室的,但这在近期内可能不会发生。当然,最糟糕的就是我们太急于重返办公室,结果出现疫情第二波大爆发。在此期间,高管们的关注点将发生转变。短短几周前,商业领袖们的优先级从上往下依次是增长、创新、节约成本,但今天,一切都变了。节约成本比以往任何时候都更重要。未来几个月,首席执行官们的头等大事是保护企业的收入流,而创新将被挤到列表底部。

无论在哪个行业,有价值、有意义的工作都可以通过虚拟的方式实现。除了我前面讲的客服中心的例子,想想看,哪怕没办法亲自接触,但如果仍然能听到客户的心声,这有多大价值。举个例子,JC2 Ventures投资了一家叫Sprinklr的公司,主营客户体验管理。由于受疫情影响,医护人员上下班很难,而Sprinklr从他们的社交谈话中注意到了沮丧情绪,因此推动了该公司的客户Grab(一家叫车服务公司)迅速做出决定,推出一条专门接送医护人员的车队。

《财富》:最后一个问题,你觉得Zoom 为什么会格外受欢迎?

钱伯斯:现在有很多很棒的视频会议工具,Zoom、谷歌Hangouts、Skype等都不错。在新冠疫情影响全球之前,我最习惯用的是谷歌的Hangouts,但很快,我就必须熟练使用其它视频会议程序,因为现在我所有的会议都要通过各种各样的平台进行。比如,我每周要与JC2投资的每家初创公司开视频会,和各利益相关方开高层董事会,和威瑞森通讯及康卡斯特公司开会,接受媒体采访,甚至是和20多个位于全美不同地方的人线上共进晚餐,那次晚餐是一群初创公司和企业领导人的聚会,本来是3月中旬要在纽约奶昔小屋的创新厨房举行,后来,晚餐改成线上,奶昔小屋帮我们营造出一边吃汉堡、薯条、喝奶昔,一边展开讨论的虚拟场景氛围。

最终,面对充满挑战的环境,我们都要保持灵活敏锐,尽最大的努力学习新技能,确保始终通联,在客户、员工和利益相关方最需要支持的时候,找到服务他们的最佳方式。(财富中文网)

译者:Agatha

责编:雨晨

约翰·钱伯斯在2017年退休前,曾在思科系统任首席执行官长达20年,这位思科高管总能敏锐地看到远超前于当下趋势的科技创新。他很早就押注,而且是押重注,认为网络视频将成为一种必不可少的交流方式,但具体到这项技术创新,他走得实在太超前了。

今天因为新冠病毒,我们很多人做什么事都需要开视频会议,不管是上瑜伽课还是开公司董事会会议。而在很多年之前,市场刚刚萌芽的时候,钱伯斯就开始推动视频会议技术了。

2006年,他推出了一款叫“网真”(Telepresence)的昂贵的超高清视频会议系统,专为财力雄厚的企业量身定做。接下来几年,在钱伯斯的领导下,这家计算机网络公司先后在该领域投入了数十亿美元,先是在2007年抢购了协作软件供应商Webex(目前该软件仍被众多企业广泛使用),又在2009年收购了Flip 迷你便携式摄像机(两年后淘汰),到了2010年,思科甚至还推出了一款名为Umi 的“个人网真”设备,但没持续多久。

钱伯斯努力地推动视频通信领域,但不是每次都取得成功。首先,有些产品成本太高,难以推广,而且,思科的优势从来都不在消费者领域。但钱伯斯始终相信视频会议终有一天会成为主流,他这一理念足有先见之明。今天,为企业提供屏幕共享和视频会议工具的Webex 软件在3月的用户数量突破记录,达到3.24亿新高。(不过,其竞争对手更加引人注目,那就是Webex前工程师建立的Zoom,Zoom最近日用户突破了3亿大关。)

钱伯斯如今经营着自己的风投公司JC2 Ventures,《财富》杂志最近采访了他,以进一步了解视频会议的早期发展和市场演变。

以下对话经过了少量编辑和缩减。

《财富》:从WebEx到网真,你很早就在做视频会议了,人们对于这一新技术的接受,有你希望的那样快吗?

钱伯斯:我们不光是最早使用视频会议的人,实际上,思科之所以在2006年推出网真,是对另一场传染病危机,即禽流感。就在禽流感病毒爆发当天,我正在墨西哥城拜会墨西哥总统和他的内阁。他们从墨西哥南部得到了一些不尽准确的消息,比如病毒传播快、死亡率高,医院已不堪重负等等。政府领导人被建议,开会聚集人数不应超过2到3人。谢天谢地,事情并没有最初说的那么严重,但这是我们加快研发网真的原因之一,墨西哥政府后来也成为最早使用这项技术的客户之一。

一直以来,我都认为未来的交流是通过视频进行的,过去几年,我也一直努力让团队在日常工作中使用视频来沟通。近年来,我们非常依赖电子邮件,但电子邮件甚至是电话,都非常缺乏人情味。危机到来时,最重要的就是加强人际关系。事实上,我认为,首席执行官要应对危机、率领公司度过低迷期时,最早应该采取的步骤之一,就是联络员工、客户、利益相关方和合作伙伴,密切沟通以解决问题。在艰难时期,视频是重塑信心、帮助他人的好方法。

《财富》:过去几年出现了哪些变化,让人们愿意更广泛地使用视频会议?

钱伯斯:我认为,我们已经开始看到,每个公司都认识到,无论身处哪个行业,他们都需要成为一家科技公司。为了在数字时代掌控自己的命运,企业必须拥抱新科技来实现商业战略。当企业能够用新技术改变商业模式时,就是奇迹真正出现的时刻。新冠疫情危机爆发前,那段时间的创新节奏,即使放在互联网时代,也是前所未见的。我认为,那段时间,公司们真正开始意识到他们必须跟上这些变化,否则就会被竞争对手打乱,甩在后面。

《财富》:你认为疫情结束后,“居家工作”的势头还会继续吗?

钱伯斯:光是上周,我就已经从我的初创公司、风投界、企业界甚至是媒体中看到了一个重要趋势,那就是人们不仅仅越来越习惯视频会议,而且是真的认为,视频会议比面对面开会更高效。许多人预计,将来开现场会议的人会越来越少,我同意这一点,在我看来,这种趋势不仅会继续下去,而且会超乎想象地改变人类工作模式。例如,有可能,甚至是很有可能,以前需要集中上班的客服中心,今后可以借助人工智能、机器人、虚拟助理和视频功能的帮助,让全部客服在家工作。

我想,人们还是想回归正常状态的,还是要最终重返办公室的,但这在近期内可能不会发生。当然,最糟糕的就是我们太急于重返办公室,结果出现疫情第二波大爆发。在此期间,高管们的关注点将发生转变。短短几周前,商业领袖们的优先级从上往下依次是增长、创新、节约成本,但今天,一切都变了。节约成本比以往任何时候都更重要。未来几个月,首席执行官们的头等大事是保护企业的收入流,而创新将被挤到列表底部。

无论在哪个行业,有价值、有意义的工作都可以通过虚拟的方式实现。除了我前面讲的客服中心的例子,想想看,哪怕没办法亲自接触,但如果仍然能听到客户的心声,这有多大价值。举个例子,JC2 Ventures投资了一家叫Sprinklr的公司,主营客户体验管理。由于受疫情影响,医护人员上下班很难,而Sprinklr从他们的社交谈话中注意到了沮丧情绪,因此推动了该公司的客户Grab(一家叫车服务公司)迅速做出决定,推出一条专门接送医护人员的车队。

《财富》:最后一个问题,你觉得Zoom 为什么会格外受欢迎?

钱伯斯:现在有很多很棒的视频会议工具,Zoom、谷歌Hangouts、Skype等都不错。在新冠疫情影响全球之前,我最习惯用的是谷歌的Hangouts,但很快,我就必须熟练使用其它视频会议程序,因为现在我所有的会议都要通过各种各样的平台进行。比如,我每周要与JC2投资的每家初创公司开视频会,和各利益相关方开高层董事会,和威瑞森通讯及康卡斯特公司开会,接受媒体采访,甚至是和20多个位于全美不同地方的人线上共进晚餐,那次晚餐是一群初创公司和企业领导人的聚会,本来是3月中旬要在纽约奶昔小屋的创新厨房举行,后来,晚餐改成线上,奶昔小屋帮我们营造出一边吃汉堡、薯条、喝奶昔,一边展开讨论的虚拟场景氛围。

最终,面对充满挑战的环境,我们都要保持灵活敏锐,尽最大的努力学习新技能,确保始终通联,在客户、员工和利益相关方最需要支持的时候,找到服务他们的最佳方式。(财富中文网)

译者:Agatha

责编:雨晨

John Chambers has always had an eye for innovations that are way ahead of current technology trends. The long-time Cisco Systems chief executive officer, who retired in 2017 after 20 years at the helm, bet early (and big) that Internet-enabled video would become an indispensable mode of communication. But with this particular innovation, he was way, way ahead of the curve.

Chambers made his first big push in the then-nascent market years before the current COVID-19 crisis forced many of us to adopt video conferencing for everything from yoga classes to corporate board meetings. In 2006, he launched a pricey, ultra-high definition video conferencing system called Telepresence, tailor-made for deep-pocketed enterprises. In subsequent years, under Chambers’ lead, the computer networking company invested billions in the space, snapping up collaboration software provider Webex in 2007 (still broadly used by corporations) and the Flip mini camcorder in 2009 (which was killed off just two years later). Cisco even launched a short-lived “personal” Telepresence set, called Umi, in 2010.

To be sure, not all of Chambers’ pushes into video communications were successful. For starters, some were just too costly to become ubiquitous. And Cisco’s strength has never been in the consumer space. But Chambers, who now runs his own venture capital firm, JC2 Ventures, was both prescient and pioneering in his belief that video conferencing would someday become mainstream. Webex, which provides screen sharing and video conferencing tools for businesses, hit a record 324 million users in the month of March. (Its more headline-grabbing competitor, Zoom, whose founder is a former Webex engineer, recently hit the 300 million daily user mark.)

To hear more about the early days of video conferencing and the evolution of the market, Fortune recently caught up with Chambers.

This conversation has been lightly edited and condensed.

You were early on in videoconferencing, from WebEx to Telepresence. Did adoption move as fast as you’d hoped?

Not only were we early adopters to video conferencing, but we actually launched Telepresence at Cisco in 2006 as a direct response to another healthcare crisis: Bird Flu. In fact, I was actually in Mexico City meeting with the President of Mexico and his cabinet the day the virus broke. They were receiving inaccurate information from Southern Mexico about the speed of spread, death rate, and the hospitals being overwhelmed. Government leaders were being advised not to meet in groups larger than two to three because of the rate of transmission. Thank goodness it turned out not to be as serious as first indicated, but this is one of the reasons we sped up our development of Telepresence, and the Mexican government then became one of the early adopters of the technology.

I’ve believed for a long time that video is the communication channel of the future, and I’ve been working hard over the past few years to have my team adopt video in their day-to-day lives. We became very dependent on email in recent years but that channel —and even phone—can be extremely impersonal. It’s never more important to focus on strengthening relationships than in times of crises. In fact, I would argue that one of the very early steps a CEO should take in addressing any crisis and leading through downturns is to reach out to employees, customers, stakeholders, and partners to communicate how an issue will be handled. Video is a great way to build confidence and help others during this challenging time.

What has changed in the last few years and paved the way for broader adoption?

I think what we have started to see is every company recognizing that they need to be a technology company, no matter what industry they are in. In order to control their own destinies in the Digital Age, companies have to be open to using technology to enable their business strategies. The real magic happens when companies can create business model changes, enabled by new shifts in technology. The pace of innovation leading up to the COVID-19 crisis was something we had never seen before—not even in the Internet Era. I think that companies really started realizing that they had to keep up with those changes, otherwise they would get disrupted by their competitors and left behind.

Do you expect that the “work from home” trend will continue past the pandemic?

In the last week alone, I have already seen a major trend, by my startups, the VC community, enterprise companies, and even the media, of not just a comfort level with video conferencing, but a view that it is even more productive than face-to-face meetings. Many anticipate meetings in the future will have less people, and I agree—this is here to stay, in my opinion, and will transform work in ways we’re just beginning to imagine. For example, it’s very possible, maybe even likely, that call centers that used to be in one central location will be run with all of the agents in their own home, enabled by AI, bots, virtual assistants, and video capabilities over time.

I do expect a sense of normalcy to return eventually in terms of people going back to offices but that likely won’t happen for some time. The worst thing we can do, of course, is to do this too quickly because then we would see a second wave of the pandemic. In the meantime, the focus for CEOs will shift. In a matter of weeks, business leaders went from prioritizing growth, then innovation, and then cost savings—but today that has flip-flopped. Cost savings are more important than ever. CEOs will focus on protecting their revenue streams in the months ahead, and innovation will get pushed to the bottom of the list.

Valuable, meaningful work can happen in virtual ways, no matter the industry. Beyond the call center example I shared earlier, just think about the value of listening to your customers even when you aren’t with them in-person. For example, consider Sprinklr, one of the companies in the JC2 Ventures portfolio that focuses on customer experience management. Sprinklr was able to pick up on social conversations about the frustrations healthcare employees were having about getting to and from work because of coronavirus disruptions, allowing their customer Grab [a ride-hailing company] to make the quick decision to develop a new fleet of cars dedicated specifically to healthcare workers.

Lastly, why do you think Zoom in particular has managed to become so popular?

There are a lot of great videoconferencing tools out there, from Zoom to Google Hangouts to Skype. I was the most comfortable using Google Hangouts before the COVID-19 pandemic started making its impact around the world, but I quickly had to make myself adept at using other videoconferencing programs because I am now doing 100% of my meetings via video using a variety of platforms. This includes weekly video calls with each of the startups in the JC2 portfolio, as well as very high-level Board meetings with various stakeholders, conversations with Verizon and Comcast, media interviews, and even a virtual dinner event with more than 20 participants from different locations around the U.S. where Shake Shack helped us simulate an in-person discussion over burgers, fries, and milkshakes. [The dinner, a gathering of startup and enterprise leaders, was originally supposed to take place in mid-March at the Shake Shack Innovation Kitchen in New York City.]

At the end of the day, we all need to remain flexible and agile in this challenging environment, doing our best to pick up on new skills in order to stay connected and identify the best ways to serve customers, employees, and stakeholders when they need support the most.

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