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Summary and extracts
1 Market Overview
1.1 Definition and presentation
Video conferencing is a technology that allows two or more people to communicate in real time through video and audio, regardless of their geographical location. The COVID-19 emergence has accelerated the adoption of these technologies, which enable participation in business meetings with screen and document sharing, the organization of professional webinars with interactive chat capabilities, the conduct of university lectures remotely with lecture annotation and recording tools, to the management of virtual medical consultations with physicians and patients. This presentation provides an overview of the global video conferencing market, with a special focus on the Italian context.
In 2023, the global video conferencing market has been estimated at approximately $28.61 billion. According to various analyses , a broad compound annual growth rate (CAGR) is also expected until 2032. Leading video conferencing companies include Zoom Video Communications, Microsoft Teams, Google Meet, and Skype. These platforms hold more than 90 percent of the market share and offer a variety of features, including screen sharing, meeting recording, integrated chat, and advanced security, depending on the type of subscription you subscribe to. North America dominated the market in 2023, with asia-Pacific projected as a strong growth region. The growing need for remote work and distance education, along with the internationalization of business operations, has increased the demand for video conferencing solutions. In addition, technological innovation and the adoption of technologies such as artificial intelligence and augmented reality are improving the user experience so as to make video conferencing more efficient and engaging.
In 2020, the value of the Italian market increased by 1041.7 percent compared to 2019, and then decreased in subsequent years until 2024 by 43.9 percent. Between 2019 and 2023, video conferencing traffic in Italy increased by 164% overall. The maximum increase occurred in 2020, during the first year of the COVID-19 pandemic, with a 257% jump from 2019. However, from the peak in 2021, there was a 72.7% decline until 2023. In Italy, the pandemic has been a catalyst for the adoption of video conferencing. Italian companies, educational institutions, and government organizations quickly deployed videoconferencing solutions to ensure business continuity. Growth in the Italian market is in line with the global market, with a significant increase in the use of videoconferencing platforms.
1.2 The global market
In****, the global video conferencing market was valued at approximately $**.** billion. This market has continued to grow rapidly due to the widespread adoption of advanced technologies such as artificial intelligence, machine learning in video conferencing applications. In addition, the rise of remote and hybrid work has further fueled this growth.
The market is estimated to grow at a compound annual growth rate (***).
In terms of geographic segments, North America dominated the market in **** due to the presence of a robust technology infrastructure and major industry companies such as Zoom, Cisco Systems, and Microsoft. Asia-Pacific is also expected to be a strong growth region, driven by increased digitization and demand for video communications solutions in educational and research institutions (***).
Global video conferencing market evolution World, ****-****, in US$ billion FortuneBusinessInsights
Analysis of the Distribution of Market Shares of Videoconferencing Platforms: Videoconferencing Market Shares by Company World, ****, in % emailtooltester Zoom dominated the video conferencing market globally with a **.* percent share, Google Meet recorded a **.* percent share. Microsoft Teams ranked third with **.*%. Skype and Slack followed with *.*% and *.*%, respectively. The market shares of Webex, Google Hangouts and GoToMeeting are significantly lower, all below * percent, with Webex at *.* percent and both Google Hangouts and GoToMeeting ...
1.3 The Italian market
The video conferencing market in Italy has witnessed a significant transformation, driven primarily by the COVID-** pandemic, which has catalyzed a massive shift toward remote work and increased the adoption of digital technologies. Premium video conferencing software offerings are purchased primarily by companies to facilitate remote work. According to our analysis, done by taking the average price per user of subscriptions of the leading video conferencing software: Google Meet, Skype and Microsoft Teams, multiplied to the total number of remote workers for each specific year. In ****, the value of the Italian market was €**.* million, increasing by ****.* percent compared to **** where it was only €*.** million, and then decreasing in the following years until **** by **.* percent, being worth €**.* million.
One of the most affected sectors has been corporate, where companies have rapidly adopted the smart working model to ensure business continuity without compromising productivity. This shift has underscored the importance of video conferencing platforms as essential tools for remote collaboration. In addition to the corporate sector, education and healthcare have seen similar increases in the use of these technologies, driven by the need to keep education and medical consultations socially distanced. (***)
Cloud-based solutions have gained particular prominence, offering advantages such as scalability, low ...
1.4 Import and export of video conferencing hardware
The main types of harware used for video conferencing are: microphones, video cameras, and monitors or projectors. In this section we analyze their trade flows of italy with the rest of the world.
Trends in Exports and Imports of Microphones, Speakers and Headsets in Italy:
Exports, Imports, and Coverage Rate for Microphones and their Mounts; Speakers, whether or not mounted in their enclosures; Headphones and Earphones, whether or not combined with a microphone and sets of a microphone and one or more speakers Italy, ****-****, in ML of US$ UNComtrade
Italian exports of microphones, speakers, and headphones increased by **.* percent, from US$***.* million to US$***.* million. Imports, on the other hand, grew **.* percent, from USD ***.* million to USD ***.* million. The coverage rate, which measures the ratio of exports to imports, has seen a fluctuating trend. Starting at *.** in ****, it peaked at *.** in ****, then dropped sharply to *.** in **** and rose again to *.** in ****.
Evolution of Imports and Exports of Broadcasting and Television Broadcasting Equipment in Italy: Imports, Exports, and Coverage Rate for Transmitting Apparatus for Broadcasting or Television, also equipped with a receiving apparatus or sound recording or reproducing apparatus Italy, ****-****, in ML of US$ UNComtrade Italian exports of broadcasting or ...
1.5 Impact of Covid-19
The impact of COVID-** has significantly accelerated the adoption of videoconferencing software in Italy, transforming the way businesses, schools and institutions communicate and collaborate.
During the pandemic, the use of videoconferencing platforms such as Zoom, Microsoft Teams and Google Meet increased exponentially. Italian schools and universities have had to quickly adapt to distance education, adopting these technologies to ensure continuity of teaching. According to an analysis by the Politecnico di Milano, the digitization of Italian universities has undergone an unprecedented acceleration, with massive use of videoconferencing tools for lectures, exams and meetings (***).
During the lockdown and period of social distancing, remote work and distance learning have become essential. As a result, the adoption of videoconferencing solutions has grown dramatically. For example, Microsoft Teams saw an ***% increase in the number of daily active users in Italy during ****. Zoom saw a ** percent growth in Q* **** revenue over the previous year, while Google Meet saw a fivefold increase in the number of users in just a few months (***).
Also in the corporate sector, it has led to a rapid adoption of remote work, resulting in an increase in the use of video conferencing software. The need to maintain business operations during lockdown has prompted ...
2 Demand analysis
2.1 Overview of demand
This study examines changes in the traffic of major video conferencing sites in the UK from **** to ****, with the exception of Microsoft Teams, which is not included in the data because its metrics are aggregated within the app. The analysis focuses on the impact of global events, such as the COVID-** pandemic, and subsequent technology adoption trends in digital communications. Through observation of annual data, it shows how user behavior and remote work policies have influenced the use of video conferencing platforms over the period.
Traffic trends of major videoconferencing sites Italy, ****-****, in millions of units Semrush, Businesscoot elaboration
The analysis shows a significant peak in **** with **.* million views, followed by a decline in the following two years. Between **** and ****, traffic increased by *** percent overall, from *.** million in **** to **.* million in ****. The maximum increase occurred in ****, during the first year of the COVID-** pandemic, with a ***% jump from ****. But since the peak in ****, there has been a **.* percent decline through ****.
2.2 Smart-working as the main driver of demand
According to a study by Politecnico di Milano's Smart Working Observatory, remote workers increased from ***,*** in **** to *.* million during the spring **** lockout.(***)
InMarch ****, one year after the first lockdown, the Observatory estimated that there were *.** million Italian smart workers; in the second quarter the number gradually began to decline to *.** million while in September it stood at *.** million. (***)
After pandemic peaks and a gradual decline over the past two years, in **** remote workers in our country will stand at *.*** million, up slightly from *.*** million in ****, but as much as ***% higher than pre-Covid. By **** there will be an estimated *.** million smart workers in Italy.(***)
Trend in number of remote workers Italy, ****-****, in millions Businesscoot elaboration
Analysis of Remote Worker Trends in Italy in ****: This analysis highlights how organization size significantly influences the ability to adopt remote work practices in Italy. Remote workers in business and institutional organizations Italy, ****, in % Osservatori.net Large enterprises show the highest percentage with **.* percent, or *.** million people. SMEs and micro enterprises show similar values,**.*% with *** thousand workers and **.*% with *** thousand, respectively. Public administrations register *** thousand smart-workers, thus having the lowest percentage, **.* percent.
2.3 Video conferencing trends
Evolution of Videoconferencing Software Usage in Italy:
Initially low in **** with a value of *.**, the index increased exponentially in ****, peaking at ***. Following ****, the index began to decline gradually, from **.* in **** to ** in ****. However, there is a slight increase expected in ****, with an index of **.
Trend of video conferencing as a type of software Italy, ****-****, index Google Trends, Businesscoot elaboration
Dynamics and Trends in Videoconferencing Searches in Italy: Trends in video conferencing searches as a type of software Italy, ****-****, index Google Trends, Businesscoot elaboration Thehighest peak is observed in March **** with an index of **.*, while the lowest value is recorded in August **** with an index of **. The figure for May **** starts with an index of ** and closes in May **** with an index of **, showing a slight decrease of *.* percent in interest in this type of software over the period analyzed.
2.4 Geographical distribution of demand
For the following map, an average was taken for each region and then related to an index from * to ***. Shen google trends data were taken into account, they reflect interest based on google searches and may not correspond to the actual use of these apps in the various regions.
Latium leads the way with a top score of ***, indicating the highest level of utilization compared to the other regions, while Valle d'Aosta records the lowest value with **. Lombardy and Campania also show a high utilization index, with scores of **.* and **.*, respectively; in contrast, regions such as Sardinia and Abruzzo have lower scores of ** and **.*, respectively.
Analysis of the Adoption of Videoconferencing Platforms in Italian Regions:
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This table shows how the use of three video conferencing platforms (***) is distributed in different Italian regions between May **, **** and May **, ****. We observe that Google Meet is very popular in different regions, with Tuscany recording the highest value at ** percent and Basilicata the lowest at ** percent. Microsoft Teams, on the other hand, has a strong presence in Trentino-Alto Adige and Friuli-Venezia Giulia, where it exceeds ** percent. Skype ...
3 Market structure
3.1 The main players in the market
Traffic Analysis of Videoconferencing Platforms:
Total traffic major videoconferencing sites Italy, ****-****, in millions of units Semrush, Businesscoot elaboration
Google Meet recorded **.* million views, surpassing Zoom (***) were lower by **.** million and **.** million, respectively, about ****% less each. Google Hangouts, with *.** million views, had **.** million fewer views than the market leader, a difference of ****%. Finally, Slack, with *.** million, had **.** million less traffic, a difference of ****%. In the graph shown, there is no Microsoft Teams since this platform has its own dedicated application, separate from the others listed.
Effective communication tools are essential for personal and professional interactions. Several platforms have emerged as leaders in this space, each offering unique features tailored to different needs. Below are detailed descriptions of some of the most widely used communication tools. These platforms each bring unique strengths to the table, catering to various communication needs and preferences. Whether for business meetings, team collaboration, or staying in touch with family and friends, these tools offer robust solutions for the modern digital landscape.
Most research is given by these exponents:
Microsoft Teams: Collaboration platform integrated into Microsoft ***, launched in ****. Reaching *** million users by ****, it offers chat, video and audio calls for up to *** participants, with advanced features such as ...
3.2 Value Chain
The market value chain analyzed takes various factors into consideration:
*. Infrastructure Technology
Includes all hardware and software needed for video conferencing. It includes the cameras, microphones, speakers, and computers used by users. Software includes the videoconferencing applications and platforms that facilitate communications, while network refers to the Internet connectivity and bandwidth needed to support uninterrupted videoconferencing.
*. Platform Development
Concerns the creation and maintenance of video conferencing software. This includes writing the code, designing the user interface and user experience to ensure that the platform is intuitive and easy to use, and integrating with other tools such as calendars and email to improve productivity and ease of use.
*. Service Providers
Involves vendors who provide basic services needed for video conferencing. This includes Internet service providers (***) that ensure efficient delivery of video content.
*. Security and Compliance
Focused on data protection and regulatory compliance. Includes data encryption measures to protect communications, adherence to regulations such as GDPR and HIPAA to ensure privacy and security of user data, and addressing user privacy concerns through appropriate policies and technologies.
*. Marketing and Sales
Covers activities needed to promote and sell video conferencing platforms. It includes market research to understand the target audience, ...
3.3 Main players hardware manufacturers
In the video conferencing hardware industry, there are several major companies that provide high-quality products to enhance the video conferencing experience. These companies play a crucial role in providing the hardware needed to ensure that video conferencing is clear, efficient, and secure, meeting the needs of a wide range of users, from small businesses to large corporations. Here is an overview of some of the leading companies:
Logitech: A company well known for manufacturing computer peripherals and video conferencing devices. With a wide range of products, it has become a household name in the world of communications technology. Their webcams, such as the Logitech C*** and Logitech Brio, are renowned for outstanding video quality. They also offer complete conference room solutions, such as Logitech Rally and Logitech MeetUp, which include cameras, microphones, and speakers. The company stands out for its reliability, ease of use and seamless integration with various video conferencing platforms, making it a preferred choice for businesses of all sizes.
Poly (***): formerly known as Polycom, is a leader in the field of communications solutions. Its range of products is designed to enhance business collaboration through superior audio and video quality. Products such as Poly Studio offer all-in-one solutions for ...
4 Supply analysis
4.1 Supply analysis
WeThe following are the various types of enrollment that major software offers to the public:
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Google Meet Subscriptions
table { width: ***%; border-collapse: collapse; } th, td { border: *px solid #ddd; padding: *px; } th { background-color: #f*f*f*; text-align: center; } td { text-align: center; }
Microsoft Teams Enrollment
table { width: ***%; border-collapse: collapse; } th, td { border: *px solid #ddd; padding: *px; } th { background-color: #f*f*f*; text-align: center; } td { text-align: center; }
Skype Subscriptions
table { width: ***%; border-collapse: collapse; } th, td { border: *px solid #ddd; padding: *px; } th { background-color: #f*f*f*; text-align: center; } td { text-align: center; }
Zoom Inscriptions
table { width: ***%; border-collapse: collapse; } th, td { border: *px solid #ddd; padding: *px; } th { background-color: #f*f*f*; text-align: center; } td { text-align: center; }
GoToMeeting Subscriptions
table { width: ***%; border-collapse: collapse; } th, td { border: *px solid #ddd; padding: *px; } th { background-color: #f*f*f*; text-align: center; } td { text-align: center; }
Slack Subscriptions
table { width: ***%; border-collapse: collapse; } th, td { border: *px solid #ddd; padding: *px; } th { background-color: #f*f*f*; text-align: center; } td { text-align: center; }
Webex Inscriptions
table { width: ***%; border-collapse: collapse; } th, td { border: ...
4.2 Hardware supply analysis
An analysis of the video conferencing hardware market and offerings from leading technology device manufacturers reveals a wide range of solutions designed to meet diverse business and professional needs.Below is a detailed overview of key offerings from Logitech, Poly, Microsoft, Crestron, Cisco, Zoom, and AVer.
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Videoconferencing Hardware Prices
The Logitech MeetUp saw a **.*% decrease from **** to ****, from $*** to $***. The Logitech Rally Bar, an all-in-one system for medium- to large-sized rooms, saw a *.** percent decrease, down from $**** to $****. Logitech's GROUP model decreased *.**%, from $**** to $****.
Poly Studio P** saw a decrease of **.**%, from $*** to $***, while Poly Studio X** saw a decrease of *.**%, falling from $**** to $****.
The Microsoft Teams Rooms kit decreased *.**%, from $**** to $****.
Crestron Electronics' Flex system showed a decrease of *.**%, falling from $**** to $****.
Cisco Webex Room Kit saw a *.**% decrease, from $**** to $****.
The Zoom Rooms hardware bundle saw a decrease of *.**%, falling from $**** to $****.
The AVer CAM*** saw a decrease of *.**%, from $**** to $****.
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5 Regulations
5.1 Regulation of video conferencing in Italy
The regulation of video conferencing in Italy is governed by a series of regulations and guidelines that aim to ensure the security, privacy and fairness of electronic communications. These regulations are particularly relevant in corporate, educational, and judicial contexts. An overview of the main applicable regulations and guidelines is described below.
Digital Administration Code (***):
Legislative Decree No. ** of March *, ****, known as the Digital Administration Code (***), establishes the general rules for the use of information and communication technologies in public administrations. This code promotes the use of digital tools, including video conferencing, to improve the efficiency and transparency of administrative processes. Legislative Decree No. *** of December **, ****: Amends and supplements the CAD to update the provisions related to the digitization of public administration. Legislative Decree Dec. **, ****, no. ***: Further amendments and additions to the CAD, with particular reference to the introduction of the digital domicile.
EIDAS Regulation:
Regulation (***), provides a regulatory framework for electronic identification and trust services for electronic transactions in the European internal market. This regulation is relevant to video conferencing as it ensures the legal validity of electronic signatures and other digital authentication tools used during video conferencing sessions.
General Data Protection Regulation (***):
Regulation (***), is fundamental to the protection of personal ...
6 Positioning of players
6.1 Market segmentation
The following table presents an overview of the revenues generated by various leading technology companies over the past three years. This comparison highlights the financial performance of companies offering various communication and collaboration tools, reflecting their growth and market presence in an evolving digital landscape. The data includes a range of solutions, from video conferencing to integrated communication platforms.
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- Zoom
- Alphabet / Google Meet
- Microsoft Teams
- Skype
- Webex
- Cisco System, Inc
- Slack
- GoToMeeting
- Logitech
- AVer Information Inc.
- Crestron Electronics
- Poly (Polycom)
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