Suddenly, telepresence is all the rage. HP and Cisco have introduced telepresence systems, and Polycom has followed suit by acquiring Destiny Conferencing Corporation. Tandberg has jumped in with its version of telepresence.

Now the media is racing to write about telepresence. The typical angle is that videoconferencing has stumbled repeatedly, because of technical hassles and a sub-optimal user experience. With new, high-end telepresence systems now available, journalists are raising the question: has the time for interactive video finally arrived?

The broader issue, however, is the relationship between telepresence and collaboration. Sure, a more intuitive experience encourages us to communicate through video. But the best tools, strategies and processes fall flat without The Culture of Collaboration. The most collaborative cultures already use video, despite the limitations of standard systems.

Videoconferencing and telepresence by themselves are simply meeting tools useful in many situations. What is infinitely more compelling, though, is the blending of real-time, interactive video with other tools that let us develop, design and produce products and services collaboratively regardless of distance. In the manufacturing sector, these include advanced computer-aided design (CAD) tools. In the entertainment and post-production industries, tools include animation or digital effects programs.

Telepresence lets us share the same virtual space, but creating value in that space requires collaboration.