Analyzing the Popularity of Zoom Video Communications Using Marketing Mix Theory

DOI

10.2991/assehr.k.211209.051How to use a DOI?

Keywords

Covid-19; Zoom Video Communications; Zoom Meetings Business; Google Meet; 4Ps; Marketing Mix Theory

Abstract

Due to the global spread of the coronavirus pandemic, many organizations are now turning to remote video conferencing to conduct their daily work. Zoom Video Communications is one of the video conferencing companies that rise to prominence during Covid-19. This paper uses the ‘product’ and ‘price’ from Marketing Mix Theory to analyze Zoom’s product-Zoom Video Business and compare it to another video conferencing platform, Google Meet. The conclusions drawn from this paper are that Zoom is popular during the pandemic since they meet the customers’ capacity requirements like participants and licenses. In addition, Zoom’s basic features, such as cloud storage and privacy setting, also satisfy the needs of customer. In the future, although Covid-19 may become better and the number of customers may decrease, people will still be willing to use Zoom as their “work at home” video conferencing platform compared with other platforms.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Xueqian Cao
PY  - 2021
DA  - 2021/12/15
TI  - Analyzing the Popularity of Zoom Video Communications Using Marketing Mix Theory
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 301
EP  - 305
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.051
DO  - 10.2991/assehr.k.211209.051
ID  - Cao2021
ER  -