Technology landscape has changed, and so have business needs. Innovation and efficiency, and even value addition are buzzwords of the day. These characteristics, inherent to Prysm, a technology driven video collaboration solutions provider, is changing the way businesses collaborate internally and externally. In an exclusive interview with CXO today, Kumar GB, Vice-President of Sales at Prysm, talks about disrupting the industry, and the technology behind it.
Could you define for us briefly, what Prsym as a company is?
Prysm started off as a display technology innovation company 11 years ago. We invented a display technology called Laser Phosphor Display. Laser Phosphor Display actually produces images and is customizable like no other technology in the world today. We have some 300 patents for it. We own the technology, build the products, manufacture and sell them. No companies in the world today is able to produce the Red Green Blue (RGB) Spectrum using lasers apart from Prysm. Companies have been unable to copy it despite spending hundreds of millions of dollars.
Could you please elaborate about Laser Phosphor technology and what it does?
Prysm has two vertical business, one is laser phosphor display technology. If you look at the traditional display today, in a typical boardroom configuration you have a 25 seater table, with gadgets like a projection screen or a VC input, etc. If the chairman of the board or the head decision maker is sitting far away, he would not be able to see or examine a spread sheet or an analytical graph or other integrities of the document; this is the limitation of the current solutions deployed.
This is where Laser phosphor display becomes the best immersion and real life looking technology, for large canvas in a boardroom; you can, for example the entire wall as the Prysm video wall, or collaboration video wall, where one can display any type of content and can zoom-in zoom-out, just like the way on a smartphone or tablet. Since it is known to be touch based, or it can even be remote, if there is a need to analyze a spreadsheet, it can be zoomed to such an extent that one can actually start analyzing every single cell content. So that takes it to a whole different level, and then it can be mirrored between multiple locations as well; multiple devices can be used in any infrastructure – it’s not necessary for the other location to have the same big screen. That is where the laser phosphor technology becomes an integral part of the overall solution.
Please lend some insights into the market dynamics Prysm is working in, including challenges faced by it?
From a global perspective there are three things happening currently. First, everyone is looking at an enhanced productivity at a global level and that is what is driving the content collaboration conversations, which is a good because we are in a phase where majority of the industries have already adopted, experimented, and understood the strengths and weaknesses of video conferencing driven collaboration solutions. Secondly, the risk mitigation aspects and ability to collaborate in a manner that we are bringing the content but are minimizing the risk aspects. The third aspect, so far the business success has come from the talent that is resident in one location for organizations; moving forward we strongly believe that pooling of the talent across boundaries is what will give the next level of innovation and productivity.
From a global perspective, these are the three things which are driving the visual workplace collaboration conversations for us. The flip side is if you look at it from a CIO viewpoint, they have already invested into video conferencing, they wonder on what is the need for this visual collaboration solution? So, we have to actually go down the path of justifying the ROI, as to why is it required at this point in time, for them to really benefit, and then take the growth to the next level.
Similarly, in India, there is tremendous opportunity because while CEO’s are actually still contemplating, and are convinced about the visual workplace as an argument, taking the plunge is what requires at an enterprise level plan. In India, many companies are today looking at growth as the key drivers, whether it is the global companies having footprint in India, or the local companies who are aspiring to become global. They are all looking for leading edge technologies to leverage, in terms of bringing in innovation between the diversity of talent that is being scattered around the organization. That is where we see an opportunity, in terms of adoption of Prysm as a technology and solution.
India is a price sensitive market. How do you see Prysm placed here?
We have been very successful in India. Here, customers have really seen, the type of ROI that they are able to provide their business stakeholders, by adopting Prysm’s visual workplace solutions. It has got more to do with the value that we are able to establish with our customers, versus just being the lowest in terms of price point.
The second aspect is that as it is a cloud based software as a service solution, we are not looking at a high capex investment from day 1, it is usually spread out at a period of 3-years term.
The third aspect is that companies’ current investment into video conferencing and collaboration technologies, like some of our competitors, we provide investment protection which means that they all get seamlessly integrated into this unified platform.
How do you see the future; from the technology standpoint and the company?
From using laptops, tablets and mobile for a variety of basic functions to visually connecting in real-time, all of it has already been done and dusted from an organization and traditional productivity enhancement perspective. So the next wave of growth, will come from innovation, into a different level altogether, in a global environment. Here, the key is going to be how fast we can innovate.
Today, India is a global player when it comes to the knowledge economies, and the relevance is only going to be more and more direct with the trajectory we are working with. Looking at the statistics, collaboration as a market is expected to be doubled by 2020. It is not only about the content collaboration market just doubling, important point is how can we really provide the ROI from an innovation and business growth perspective to these companies. Here, we feel Prysm has a great role to play and there is a significant opportunity for us in that space and we are at the cusp of capturing the opportunity.
We do not think that content collaboration or visual workplace today has become the mainstream defacto priority for CIOs to adopt and invest in it, yet. When that happens, the game will come to Prysm. It cannot be clearly stated, as to how soon it will happen, but we can see a line up in terms of today’s business needs, pain point, analytics becoming a reality, apart from bandwidth becoming affordable and available. Cloud is being adopted by the largest of the large enterprises, and the initial mindset that cloud means security risk, is going away. Visual workplace is becoming a reality at the CIO level for the enterprises for adoption.
Credits CXO Today