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Giant Corporation ‘BT’ Takes My Advice… Finally!

I’m pleased tell you that a few days ago, British Telecommunication (BT), a multinational corporation that generated $36 billion in 2013, finally took my advice.

I wasn’t involved in the process, but they’re implementing a version of video email I’ve been teaching for almost a decade.

They’ve added video email capabilities to their Cloud Contact portfolio of services.

The feature enables business to create personalized messages.


This is a landmark event, further validating the effectiveness of video email.

Where Do You Sit On The Curve?

Typically, even the best new technology isn’t embraced quickly in large corporations (at least in the beginning).

I’m still surprised at how long it took for text messaging to really take-off.

(Only now, I can barely remember how I conducted my life without text messaging.)

And for teenagers, it would be easy to think text messaging delivers oxygen.

What’s important to know, the technology adoption lifecycle is understood by those smart folks that give lectures and publish books.


Technology adoption lifecycle by Geoffrey Moore with Gartner’s
technology hyper cycle overlaid. Image by Datameer.

The model depicts how technology spreads—from idea to common place. The first wave of users are “innovators,” followed by “early adopters.” Next come the early and late majority, and the last group to eventually adopt a product are called “laggards”.

The red line overlaying the bell curve represents the maturity on the horizontal axis against visibility on the vertical axis.

These two models can be combined to gain an even deeper understanding of how technology is adopted.

With giants like BT adding video email capabilities into their product suite, we can estimate where we are within that lifecycle—about to ascend the slope of enlightenment.


Believe it or not, by reading this post, you’ve got the leg up…

Big corporations like BT will get great results from the version of personalized video email they’re using, which, after investigating a bit, I have discovered to be cleverly personalize stock video clips.

But as the novelty wears off, I believe they’ll begin passing out individual webcams to their agents—shifting to using a version of video email that more closely resembles “The Digital Handshake.”

When it comes building winning relationships with this up and coming medium of communication, nothing beats the human touch.

About the Author William Franco

Will is the Managing Director of jiveSYSTEMS and creator of the Digital Handshake™, a digital version of a time-proven tradition that turns tedious follow-up into a closing conversation. Will’s a hands-on guy, with a decade of experience enabling sales teams to leverage video. Will's an instant catalyst for positive change, once you get to know him, you’ll completely understand why.

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