Rory Sutherland Rory Sutherland

Could an owl make video conferencing finally take off?

issue 28 April 2018

When I was ten, the two things we all expected to enjoy by 2020 were flying cars and videotelephony. What never occurred to us was that we might successfully invent one of these things and then fail to use it.

Yet that has largely been the case with video conferencing. Is its day still to come? Will there be some tipping point when we start to hold virtual meetings routinely? Or will video conferencing turn out to be one of those technologies whose promise is never fulfilled: something which ‘has a great future — and always will’.

I don’t know. Certainly it suffered from being oversold too soon. Memories of early video conferencing melt-downs still linger, though the reality today is much better (services such as Zoom or WebEx function well, and increasingly, even at home, people finally have the bandwidth to make full use of them).

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