Employees gather for work around the television screen

A growth company in this economy? It's in TV: high-tech video-conferencing that's not cheap but is cost-effective.

January 7, 2009 at 4:05AM

Look mom, we found a growth company in a depressed economy.

The video-conferencing industry long has boasted favorable cost comparisons to that of a business-class air ticket and four-star hotel. But it also was plagued by grainy reception, voice lags and other glitches.

However, the industry has taken off over the last couple of years as travel costs soared and emerging technology developed high-definition resolution and integrated software that permits lawyers, architects or accountants at multiple locations to work on contracts, documents or drawings at the same time.

"We've got three setups in Minneapolis, we're installing a fourth, at a cost of about $25,000 each, and we've got two new ones in Milwaukee and we've got requests from other offices," said Nancy Schmidt, director of information and technology at HGA, the Minneapolis-based architectural firm. HGA works with fast-growing Video Guidance of Eden Prairie. "It's used so much that it's hard to book the conference rooms," she said.

Schmidt said the firm has cut a substantial amount of travel -- thousands of dollars annually.

"We share our staff much more efficiently because we don't ship our people around as much. We connect computers into the video equipment so we can share ideas, pictures and drawings," she said. "We get a lot more done and we can bring in four or five offices for one meeting."

Jon Clark, telecommunications manager at Opus Corp, the nationwide design-and-build contractor, said the company already has recouped its 2007-08 investment of about $400,000 in a sophisticated system made by Tanberg of Norway.

"We have two systems in Minneapolis and one each in 13 cities around the country," Clark said. "Tanberg has emerging, high-definitiion equipment that looks almost as if you're sitting across the table. Our architects and engineers use it internally to collaborate around the country and sometimes we'll do a third-party build for other architects and we'll use the computer or document camera to display plans on the other side."

This all brings a smile to the face of Video Guidance CEO Mike Werch.

The 10-year-old Eden Prairie firm, where revenue increased 25 percent in 2008 to about $11 million, sells, installs and manages video-conferencing equipment made by several manufacturers and used by more than 750 clients in the Midwest.

"The architectural firms are saying they can get projects done more quickly," Werch said. "Their customers are demanding video-conferencing tools if they want to do business. If they are doing a design review on a new building, the client may still go to HGA or another firm to meet in person once a month. But most design review is being done over video-conference systems."

The manufacturers of the equipment -- Tanberg, Plycom of California and Lifesize, of Austin, Texas, are talking about 30 to 40 percent growth last year, although the recession cut into second-half orders, Werch said. Now Hewlett-Packard, Cisco and Microsoft are talking about bringing more software to this business. "Business seems to want more of this. You can integrate all the stuff you need right off your desktop," he said.

Last month's edition of Wainhouse Research Bulletin reported that the video-conferencing industry grew by about 17 percent through the first three quarters of 2008.

The industry research bulletin, based on surveys of IT managers and anecdotal evidence, projects a slowdown in 2010, but not much.

"We think the industry will not escape the effects of the external economy," Wainhouse reported. "But it will suffer less than most."

The reason: Even though many IT capital budgets have been cut, most companies will go ahead with video-conference installations because the industry can prove to many businesses that they can recoup the costs quickly.

Werch said basic two-way systems can range from $1,500 to a $400,000 installation, such as the Tanberg Experia at Video Guidance.

Neal St. Anthony • 612-673-7144 • nstanthony@startribune.com.

about the writer

about the writer

Neal St. Anthony

Columnist, reporter

Neal St. Anthony has been a Star Tribune business columnist/reporter since 1984. 

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