to become a vital part of the communications infrastructure, its champions must describe it in terms of how it can enable or facilitate business imperatives. The best business case for video communication is not a technology-oriented one because technology has no inherent value. Information technology is valuable only as in collecting, storing, accessing, or processing data. In business, IT provides value only as an extension of the organization's infrastructure and serves as a foundation upon which the business can reduce costs, increase revenue, or otherwise serve its stakeholders. In the vernacular of the sales profession, the features and advantages Video Communications: The Whole Picture foster credibility, but the benefits make the deal. An example of a feature might be the ability to integrate video communication with collaborative tools. An example of a benefit might be greater availability of critical personnel. However, the benefit is either business opportunities gained or (expressed in dollars) dollars saved. Just as a company's mission statement and culture provide a basis for its objectives, infrastructure is the foundation on which a company builds its business applications. Infrastructure links all parts of the business and provides a mechanism for sharing policies, customer information, product information, market intelligence, or regulatory requirements. Infrastructure enables the business to operate as a coherent whole. Therefore, in making the case for a technology such as video communication, project vision must be rooted in an active business model, and one should consider technologies' infrastructure components. The priorities of senior managers include increasing market share, improving efficiency, reducing operating costs, and fostering agility in a rapidly changing economic climate. Consequently, one must frame one's video communication proposal in those terms. Most, if not all, top-level managers have endorsed IT investments that have not met expectations. Most are, consequently, skepti