Roman Mornev, BizKomm: «Our mission is the new level of communication culture of Russian business»

In January 2012 an important event for the Russian business took place in Moscow, the first public virtual telepresence room was opened. It is a part of a global network of Public Telepresence. It is easier to solve business problems, because it doesn’t depend on borders, distances or fares for air travel: the system allows to be at any time in London, New York or Singapore, and communicate with colleagues and partners with a full sense of the personal presence of a round table. The Russian Association of Business Travel correspondent talked about this service with Roman Mornev, CTO BizKomm. The meeting took place in Moscow’s business center «Monarch» in the Public Telepresence room.

— BizKomm has become the first company to introduce on the Russian market the renting of the Public Telepresence room. Tell us about the communication technology. What is its innovation and benefits compared with standard video conference?

— We’re not just the first, we are the only company in Russia that provides Public Telepresence service. However, it is wrong to call it only technology. Everything you see in this room: equipment, lamps, wall color, shape and size of the table and chairs, screens, — makes complete and deliberate decision for the business. Each element is designed so that people could come and without any problems communicate with those who are on the other side of the screen as if they are actually in the same room. You sit at the table and look at the screen on the back of which — absolutely the same prepared room with lighting and sound equipment. In our experience, 10-15 minutes of communication are enough so that participants could really delved into this atmosphere and really feel that they are sitting at a table with their interlocutors, whether they are in London, Singapore and elsewhere. This is the main idea of the solution — the creation of a virtual roundtable.

Many people ask us why to solve business problems is not enough to use Skype or standard video conferencing system. We have expected such question, opening a room in St. Petersburg. We held a large press conference, including journalists from Moscow, St. Petersburg, Kiev and other cities, and asked them to start conversations on Skype. After 10 minutes the conversation with the «talking heads» was stopped, because of unnatural atmosphere. But when you Telepresence, you completely forget about technology. The effect of the presence of so great that at the first meeting, most participants are trying to shake hands with their virtual interlocutors on the other side of the screen!

Of course, all the solutions are useful and good for their own purpose. Let’s leave Skype for domestic purposes — communication with our mothers and friends. But for the board of directors, the presentation of a new product, a global financial report we need another level of the solution. So we need a personal contact «eye to eye», so head makes a decision — to go on a trip or not to waste time and money but meet virtually using our service.

— Telepresence Solutions are presented in the international market for a long time. In your opinion, why they came to Russia now?

— There are several components. This service appeared in November 2006, when I went to America to study these solutions and technologies, and then made one of the first European projectTelepresence — the company Media-Saturn. There were some problems, because of lack of infrastructure. Telepresence demands a high —level communication channels: it is necessary for perfect picture without even any slightest delay. In 2006-2009, it was impossible to create such canal even in Moscow and St. Petersburg — we have either not physically had the opportunity, or it was very expensive. For Surgut, Nefteyugansk, where the offices of our major oil companies interested in solving Telepresence, a «cosmic» price was declared. That’s why, in the minds of the people gradually began to form a stereotype: Telepresence — is very expensive.

Over time, the communication channels have become more accessible, and a psychological barrier to the perception of the product has remained — that was the reason of being far behind the West. Now the situation is getting better. I can’t say that many, but some corporate buyers have already put systems Telepresence in their offices. However, not for all this service is necessary. Many prefer to stay in touch with their partners and colleagues by renting public rooms.

— When did the BizKomm project start?

— In April of 2011, when I and my partner Ruslan Shaipov decided to implement the idea of Telepresence in Russia. All the arrangements took nine months. January 20, 2012 we started, and after three days we’ve already had the first buyer. By the way, I want to note that the opening of the room in St. Petersburg, took only 3 months.

— It turns out that the first public Telepresence room opened in Moscow a year ago. Do you see any growth in demand for this service? Do Russian companies show interest in it?

— The positive trend is seen clearly — otherwise we would not open a second room, in St. Petersburg, which has been running since September 2012. Unfortunately, especially foreign companies are interested in Telepresence — for them the procedure of booking the room, and the process of virtual negotiations is clear. They do not ask any questions: just come, communicate, solve their problems and go away, satisfied with the result. Our companies have also repeatedly talk about the service, they want the service to be shown again, and then ... the Russian mentality appears. Even if the client is satisfied with everything, triggered a stereotype, and a decision about the trip — especially when it comes to foreign missions, which have not lost their value to us and still employees of the companies are perceived as some bonuses. For foreigners, the first task is to solve a business problem, and if service Telepresence can do it faster, better and cheaper — they choose it. Therefore, our global challenge — to introduce to the Russian market a new culture of communication.

— To whom, first of all, Public Telepresence is addressed? Why it may be of interest to corporate business travel market?

— The segment of the buyers of our services is quite wide. Among the clients ofBizKomm arealcohol companies, banks, consulting firms, medical holdings — any large corporation with more than one office that needs regular communication between the offices can be our client. Telepresence service is used for boards, discussing the marketing activities, budgeting, and financial reporting. Surprise to us was the use of it for an interview: foreign companies actively look for employees from Russia, sitting down with them for a virtual round table. As for the business travel market, Telepresence service, first of all, is oriented on it. We do not tell you that now there is no necessity to go anyway — of course, in some cases, we can not do without a personal meeting. However, part of the missions can be replaced by virtual communication: in fact,that is what we recommend corporate buyers of ABT in order they could save the budget and time — and the latter, in practice, the main value. We invite all to a new level of communication!

— What do you recommend to potential buyers — to rent Public Telepresence rooms or to purchase their own equipment?

— Purchase of equipment is beneficial if the system is used by at least 4-5 hours a day (and we are ready to make our buyers to design their corporate room «turn-key»). Otherwise, the purchase is irrational, because it requires serious investment. Do not forget about the major technical requirements to the link: today it is reasonable money, but it is still a decent amount, and monthly. Also a professional is needed who can support and maintain the system. So, if most of the time the equipment is idle, its purchase makes simply no sense. More profitable is to pay a few hours in the room Public Telepresence, and to save money for specialized purpose.

— Where the service can be used? What is Telepresence network coverage in Russia and the world?

— In Russia, we now have two rooms in Moscow, in BC «Monarch» and in St. Petersburg, in BC «Benoit». I hope that in the first quarter of 2013 we will open the first room in Siberia — still can not call a city. As for the world, public Telepresence rooms are located now in all key financial centers: in London, New York, Paris, Singapore, Frankfurt, Sydney, Johannesburg and other cities. Just at the moment there are 45 rooms. The largest representation — in the USA and India.Only the last year five new rooms around the world were opened — it is a good growth.

— For business the most important thing — the numbers. Can you offer your potential buyers special business cases that demonstrate the concrete benefits of the service Public Telepresence?

— All calculations can be viewed on the company’s website —there are special numbers of our buyers, which they shared with us, and we just figured out the benefits. The website also has a calculator, which can «clog» all the parameters for the proposed travel: the cost of tickets, transfers, hotels, and even indirect losses, such as those associated with free time employee. We are completely open and ready to calculate an individual business case for each buyer — enough to provide us with the data, and we process.

— How many people can simultaneously participate in the conference? What is the cost of international calls and calls to Russia?

— Normally the system is designed for 6 people that are sitting at the same table. The room is equipped with three cameras. But we have been instances when we had to put the second row of seats that can comfortably communicate even to groups of 10-12 people. As for tariffs, for international calls from the rooms in Moscow and St. Petersburg are clearly fixed — rent a room is $ 500 per hour. Base rate for Russia — $ 300, but can be changed depending on the client’s needs, usage of service.

— What would you suggest companies that are interested in services Public Telepresence, but are not completely sure of the benefits of this technology for their business?

— We would like to invite them to visit us! BizKommCompany is ready to hold a meeting for them in a convenient format: it can either be a real meeting of our potential customers with their representatives or partners in Telepresenceareas, or demo — meeting with any cities that are of interest to them because of any circumstances. We will tell everything, show, and answer the questions. Of course, the first presentation in any of the formats will be free.

— What are your plans for the future?

— This is a rather ambitious project: in Russia, we want to reach Siberia, and the Far East. But again, the main mission we see in promoting a new culture of communication in Russia. That is what seems to us correct, useful and necessary.