To implement its new software-based approach, Polycom is using SVC (Scalable Video Coding), a standard that offers a more efficient way to deliver different quality levels of video. Polycom says using SVC boosts the video capacity of its RealPresence Platform by three times.

The big product rollout on Monday also includes a variety of new video endpoints, including the RealPresence Group Series and Ultra-Slim RealPresence VisualEdge Executive Desktop. Polycom is also updating its RealPresence software for PCs and mobile devices.

Newer videoconferencing vendors such as Vidyo and Blue Jeans Network have already taken a software-based approach, and analysts believe the industry as a whole, including Cisco Systems, is moving in this direction. But by integrating the new technology with its existing systems, Polycom can help to set itself apart, Weinstein said.

The IDG News Service