The Unified Communications (UC) market is entering a new phase of innovation, with Google’s announcement of Google Beam standing out as a notable development in enterprise collaboration. As immersive 3D video calling moves from concept to reality, organisations need to understand its potential, the broader competitive context, and how to evaluate such solutions in a multi-vendor environment.
What Is Google Beam and How Does It Work?
Google Beam builds on Project Starline, using advanced AI and a streamlined camera array to generate lifelike 3D avatars of meeting participants in real time, all without headsets or special glasses. The platform features AI-powered 3D video calls, light field displays for natural depth, real-time translation that preserves tone and expression, and integration with Google Cloud and enterprise workflows. This approach is designed to make remote collaboration more engaging, especially for distributed teams and cross-border meetings.
Broader Market Context and Vendor Landscape
While Google Beam is a significant advance, it is not the only solution in the market. Leading vendors such as Cisco, Microsoft, Mitel, and Avaya are also investing heavily in immersive and AI-enhanced UC solutions. The market is moving towards greater interoperability, flexibility, and improved user experience, with each vendor offering unique strengths and integration options. Organisations must select solutions that fit their business needs, existing infrastructure, and strategic goals, while avoiding vendor lock-in and ensuring interoperability across platforms.
Key Considerations for Adopting Immersive UC Technologies
Adopting platforms like Google Beam can deliver benefits such as increased employee engagement, faster decision-making, and a more inclusive hybrid work environment. However, organisations should also consider the following:
- Integration with legacy systems: Assess how new immersive technologies will work alongside current UC and networking investments.
- Data privacy and compliance: Ensure solutions meet GDPR and other regulatory requirements, especially when deploying in the EU.
- Infrastructure readiness: Evaluate network capacity and endpoint requirements for high-bandwidth, low-latency 3D video streams.
- Total cost of ownership: Factor in hardware, software, and ongoing support costs across different vendor ecosystems.
- Interoperability: Recognise that most enterprises use multiple UC platforms and that seamless integration and cross-platform collaboration are increasingly essential.
Timeline for Google Beam in Europe
Google Beam will launch to select customers in the United States later in 2025, with public demonstrations at InfoComm 2025 in partnership with HP. Based on typical enterprise technology rollouts and the need for local certifications, widespread availability in Europe is expected 12 to 18 months later, placing EU market entry between late 2026 and early 2027.
Strategic Guidance for Enterprises
Early adoption of immersive UC technology like Google Beam can offer a competitive advantage, but the right choice depends on each organisation’s context and objectives. The Damovo TRACES team continuously monitors developments across the UC market and is ready to provide tailored, vendor-agnostic advice for clients globally.
Learn More
To explore how Damovo can help your organisation evaluate and integrate the best-fit immersive collaboration solutions, visit our website or contact the Damovo TRACES team for expert guidance.