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視頻會議成主流,思科前CEO終于如愿以償

MICHAL LEV-RAM
2020-04-28

“每個公司都認識到,無論身處哪個行業,他們都需要成為一家科技公司。為了在數字時代掌控自己的命運,企業必須擁抱新科技來實現商業戰略。” ----錢伯斯

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約翰·錢伯斯在2017年退休前,曾在思科系統任首席執行官長達20年,這位思科高管總能敏銳地看到遠超前于當下趨勢的科技創新。他很早就押注,而且是押重注,認為網絡視頻將成為一種必不可少的交流方式,但具體到這項技術創新,他走得實在太超前了。

今天因為新冠病毒,我們很多人做什么事都需要開視頻會議,不管是上瑜伽課還是開公司董事會會議。而在很多年之前,市場剛剛萌芽的時候,錢伯斯就開始推動視頻會議技術了。

2006年,他推出了一款叫“網真”(Telepresence)的昂貴的超高清視頻會議系統,專為財力雄厚的企業量身定做。接下來幾年,在錢伯斯的領導下,這家計算機網絡公司先后在該領域投入了數十億美元,先是在2007年搶購了協作軟件供應商Webex(目前該軟件仍被眾多企業廣泛使用),又在2009年收購了Flip 迷你便攜式攝像機(兩年后淘汰),到了2010年,思科甚至還推出了一款名為Umi 的“個人網真”設備,但沒持續多久。

錢伯斯努力地推動視頻通信領域,但不是每次都取得成功。首先,有些產品成本太高,難以推廣,而且,思科的優勢從來都不在消費者領域。但錢伯斯始終相信視頻會議終有一天會成為主流,他這一理念足有先見之明。今天,為企業提供屏幕共享和視頻會議工具的Webex 軟件在3月的用戶數量突破記錄,達到3.24億新高。(不過,其競爭對手更加引人注目,那就是Webex前工程師建立的Zoom,Zoom最近日用戶突破了3億大關。)

錢伯斯如今經營著自己的風投公司JC2 Ventures,《財富》雜志最近采訪了他,以進一步了解視頻會議的早期發展和市場演變。

以下對話經過了少量編輯和縮減。

《財富》:從WebEx到網真,你很早就在做視頻會議了,人們對于這一新技術的接受,有你希望的那樣快嗎?

錢伯斯:我們不光是最早使用視頻會議的人,實際上,思科之所以在2006年推出網真,是對另一場傳染病危機,即禽流感。就在禽流感病毒爆發當天,我正在墨西哥城拜會墨西哥總統和他的內閣。他們從墨西哥南部得到了一些不盡準確的消息,比如病毒傳播快、死亡率高,醫院已不堪重負等等。政府領導人被建議,開會聚集人數不應超過2到3人。謝天謝地,事情并沒有最初說的那么嚴重,但這是我們加快研發網真的原因之一,墨西哥政府后來也成為最早使用這項技術的客戶之一。

一直以來,我都認為未來的交流是通過視頻進行的,過去幾年,我也一直努力讓團隊在日常工作中使用視頻來溝通。近年來,我們非常依賴電子郵件,但電子郵件甚至是電話,都非常缺乏人情味。危機到來時,最重要的就是加強人際關系。事實上,我認為,首席執行官要應對危機、率領公司度過低迷期時,最早應該采取的步驟之一,就是聯絡員工、客戶、利益相關方和合作伙伴,密切溝通以解決問題。在艱難時期,視頻是重塑信心、幫助他人的好方法。

《財富》:過去幾年出現了哪些變化,讓人們愿意更廣泛地使用視頻會議?

錢伯斯:我認為,我們已經開始看到,每個公司都認識到,無論身處哪個行業,他們都需要成為一家科技公司。為了在數字時代掌控自己的命運,企業必須擁抱新科技來實現商業戰略。當企業能夠用新技術改變商業模式時,就是奇跡真正出現的時刻。新冠疫情危機爆發前,那段時間的創新節奏,即使放在互聯網時代,也是前所未見的。我認為,那段時間,公司們真正開始意識到他們必須跟上這些變化,否則就會被競爭對手打亂,甩在后面。

《財富》:你認為疫情結束后,“居家工作”的勢頭還會繼續嗎?

錢伯斯:光是上周,我就已經從我的初創公司、風投界、企業界甚至是媒體中看到了一個重要趨勢,那就是人們不僅僅越來越習慣視頻會議,而且是真的認為,視頻會議比面對面開會更高效。許多人預計,將來開現場會議的人會越來越少,我同意這一點,在我看來,這種趨勢不僅會繼續下去,而且會超乎想象地改變人類工作模式。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、機器人、虛擬助理和視頻功能的幫助,讓全部客服在家工作。

我想,人們還是想回歸正常狀態的,還是要最終重返辦公室的,但這在近期內可能不會發生。當然,最糟糕的就是我們太急于重返辦公室,結果出現疫情第二波大爆發。在此期間,高管們的關注點將發生轉變。短短幾周前,商業領袖們的優先級從上往下依次是增長、創新、節約成本,但今天,一切都變了。節約成本比以往任何時候都更重要。未來幾個月,首席執行官們的頭等大事是保護企業的收入流,而創新將被擠到列表底部。

無論在哪個行業,有價值、有意義的工作都可以通過虛擬的方式實現。除了我前面講的客服中心的例子,想想看,哪怕沒辦法親自接觸,但如果仍然能聽到客戶的心聲,這有多大價值。舉個例子,JC2 Ventures投資了一家叫Sprinklr的公司,主營客戶體驗管理。由于受疫情影響,醫護人員上下班很難,而Sprinklr從他們的社交談話中注意到了沮喪情緒,因此推動了該公司的客戶Grab(一家叫車服務公司)迅速做出決定,推出一條專門接送醫護人員的車隊。

《財富》:最后一個問題,你覺得Zoom 為什么會格外受歡迎?

錢伯斯:現在有很多很棒的視頻會議工具,Zoom、谷歌Hangouts、Skype等都不錯。在新冠疫情影響全球之前,我最習慣用的是谷歌的Hangouts,但很快,我就必須熟練使用其它視頻會議程序,因為現在我所有的會議都要通過各種各樣的平臺進行。比如,我每周要與JC2投資的每家初創公司開視頻會,和各利益相關方開高層董事會,和威瑞森通訊及康卡斯特公司開會,接受媒體采訪,甚至是和20多個位于全美不同地方的人線上共進晚餐,那次晚餐是一群初創公司和企業領導人的聚會,本來是3月中旬要在紐約奶昔小屋的創新廚房舉行,后來,晚餐改成線上,奶昔小屋幫我們營造出一邊吃漢堡、薯條、喝奶昔,一邊展開討論的虛擬場景氛圍。

最終,面對充滿挑戰的環境,我們都要保持靈活敏銳,盡最大的努力學習新技能,確保始終通聯,在客戶、員工和利益相關方最需要支持的時候,找到服務他們的最佳方式。(財富中文網)

譯者:Agatha

責編:雨晨

約翰·錢伯斯在2017年退休前,曾在思科系統任首席執行官長達20年,這位思科高管總能敏銳地看到遠超前于當下趨勢的科技創新。他很早就押注,而且是押重注,認為網絡視頻將成為一種必不可少的交流方式,但具體到這項技術創新,他走得實在太超前了。

今天因為新冠病毒,我們很多人做什么事都需要開視頻會議,不管是上瑜伽課還是開公司董事會會議。而在很多年之前,市場剛剛萌芽的時候,錢伯斯就開始推動視頻會議技術了。

2006年,他推出了一款叫“網真”(Telepresence)的昂貴的超高清視頻會議系統,專為財力雄厚的企業量身定做。接下來幾年,在錢伯斯的領導下,這家計算機網絡公司先后在該領域投入了數十億美元,先是在2007年搶購了協作軟件供應商Webex(目前該軟件仍被眾多企業廣泛使用),又在2009年收購了Flip 迷你便攜式攝像機(兩年后淘汰),到了2010年,思科甚至還推出了一款名為Umi 的“個人網真”設備,但沒持續多久。

錢伯斯努力地推動視頻通信領域,但不是每次都取得成功。首先,有些產品成本太高,難以推廣,而且,思科的優勢從來都不在消費者領域。但錢伯斯始終相信視頻會議終有一天會成為主流,他這一理念足有先見之明。今天,為企業提供屏幕共享和視頻會議工具的Webex 軟件在3月的用戶數量突破記錄,達到3.24億新高。(不過,其競爭對手更加引人注目,那就是Webex前工程師建立的Zoom,Zoom最近日用戶突破了3億大關。)

錢伯斯如今經營著自己的風投公司JC2 Ventures,《財富》雜志最近采訪了他,以進一步了解視頻會議的早期發展和市場演變。

以下對話經過了少量編輯和縮減。

《財富》:從WebEx到網真,你很早就在做視頻會議了,人們對于這一新技術的接受,有你希望的那樣快嗎?

錢伯斯:我們不光是最早使用視頻會議的人,實際上,思科之所以在2006年推出網真,是對另一場傳染病危機,即禽流感。就在禽流感病毒爆發當天,我正在墨西哥城拜會墨西哥總統和他的內閣。他們從墨西哥南部得到了一些不盡準確的消息,比如病毒傳播快、死亡率高,醫院已不堪重負等等。政府領導人被建議,開會聚集人數不應超過2到3人。謝天謝地,事情并沒有最初說的那么嚴重,但這是我們加快研發網真的原因之一,墨西哥政府后來也成為最早使用這項技術的客戶之一。

一直以來,我都認為未來的交流是通過視頻進行的,過去幾年,我也一直努力讓團隊在日常工作中使用視頻來溝通。近年來,我們非常依賴電子郵件,但電子郵件甚至是電話,都非常缺乏人情味。危機到來時,最重要的就是加強人際關系。事實上,我認為,首席執行官要應對危機、率領公司度過低迷期時,最早應該采取的步驟之一,就是聯絡員工、客戶、利益相關方和合作伙伴,密切溝通以解決問題。在艱難時期,視頻是重塑信心、幫助他人的好方法。

《財富》:過去幾年出現了哪些變化,讓人們愿意更廣泛地使用視頻會議?

錢伯斯:我認為,我們已經開始看到,每個公司都認識到,無論身處哪個行業,他們都需要成為一家科技公司。為了在數字時代掌控自己的命運,企業必須擁抱新科技來實現商業戰略。當企業能夠用新技術改變商業模式時,就是奇跡真正出現的時刻。新冠疫情危機爆發前,那段時間的創新節奏,即使放在互聯網時代,也是前所未見的。我認為,那段時間,公司們真正開始意識到他們必須跟上這些變化,否則就會被競爭對手打亂,甩在后面。

《財富》:你認為疫情結束后,“居家工作”的勢頭還會繼續嗎?

錢伯斯:光是上周,我就已經從我的初創公司、風投界、企業界甚至是媒體中看到了一個重要趨勢,那就是人們不僅僅越來越習慣視頻會議,而且是真的認為,視頻會議比面對面開會更高效。許多人預計,將來開現場會議的人會越來越少,我同意這一點,在我看來,這種趨勢不僅會繼續下去,而且會超乎想象地改變人類工作模式。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、機器人、虛擬助理和視頻功能的幫助,讓全部客服在家工作。

我想,人們還是想回歸正常狀態的,還是要最終重返辦公室的,但這在近期內可能不會發生。當然,最糟糕的就是我們太急于重返辦公室,結果出現疫情第二波大爆發。在此期間,高管們的關注點將發生轉變。短短幾周前,商業領袖們的優先級從上往下依次是增長、創新、節約成本,但今天,一切都變了。節約成本比以往任何時候都更重要。未來幾個月,首席執行官們的頭等大事是保護企業的收入流,而創新將被擠到列表底部。

無論在哪個行業,有價值、有意義的工作都可以通過虛擬的方式實現。除了我前面講的客服中心的例子,想想看,哪怕沒辦法親自接觸,但如果仍然能聽到客戶的心聲,這有多大價值。舉個例子,JC2 Ventures投資了一家叫Sprinklr的公司,主營客戶體驗管理。由于受疫情影響,醫護人員上下班很難,而Sprinklr從他們的社交談話中注意到了沮喪情緒,因此推動了該公司的客戶Grab(一家叫車服務公司)迅速做出決定,推出一條專門接送醫護人員的車隊。

《財富》:最后一個問題,你覺得Zoom 為什么會格外受歡迎?

錢伯斯:現在有很多很棒的視頻會議工具,Zoom、谷歌Hangouts、Skype等都不錯。在新冠疫情影響全球之前,我最習慣用的是谷歌的Hangouts,但很快,我就必須熟練使用其它視頻會議程序,因為現在我所有的會議都要通過各種各樣的平臺進行。比如,我每周要與JC2投資的每家初創公司開視頻會,和各利益相關方開高層董事會,和威瑞森通訊及康卡斯特公司開會,接受媒體采訪,甚至是和20多個位于全美不同地方的人線上共進晚餐,那次晚餐是一群初創公司和企業領導人的聚會,本來是3月中旬要在紐約奶昔小屋的創新廚房舉行,后來,晚餐改成線上,奶昔小屋幫我們營造出一邊吃漢堡、薯條、喝奶昔,一邊展開討論的虛擬場景氛圍。

最終,面對充滿挑戰的環境,我們都要保持靈活敏銳,盡最大的努力學習新技能,確保始終通聯,在客戶、員工和利益相關方最需要支持的時候,找到服務他們的最佳方式。(財富中文網)

譯者:Agatha

責編: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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