Global Video as a Service Market Application (Corporate Communication, Marketing & Client Engagement, Training & Development), Verticals (BFSI, IT and Telecommunication, Healthcare, Media and entertainment, Public Sector, Retail and Trade, Education, Others), Deployment Type (Cloud, On-Premises), Region, Global Industry Analysis, Market Size, Share, Growth, Trends, and Forecast 2021 to 2028

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The Global Video as a Service market is expected to grow from USD 49 billion in 2020 to USD 184.1 billion by 2028, at a CAGR of 18% during the forecast period 2021-2028.

Video as a Service (VaaS) deploys multiparty or point-to-point video conferencing capabilities via an IP network by a managed service provider. A video conference is a live, visible link between two or more individuals who reside in different locations for the purpose of communication. At its most basic, video conferencing allows for transferring static pictures and text between two zones. At its most advanced, it can transmit full-motion video pictures and high-quality audio between several sites. A video hosting service's online video platform (OVP) allows users to upload, transcode, store, and playback video material over the Internet, generally through an organized, large-scale system that may earn money. Users often submit video material using the hosting service's website, mobile or desktop app, or other interfaces (API). The video content submitted might range from minutes to full-length TV episodes and blockbusters. The video host keeps the video on its server and allows users to enable various sorts of embed codes or links that will enable others to see the video content.

The factors driving the market are technological improvements, increased service providers, widespread adoption of digital media throughout several industry sectors, low-cost investment requirements, and innovations such as blockchain technology and artificial intelligence to improve video quality. Also, due to the pandemic of COVID-19, the usage of video conferencing for cooperation and communication has gained popularity and is an important factor for market growth. The factors restraining the market growth are data security issues and data breaches, privacy issues, problems related to confidential information leaks, and the risk of misuse. The rise of 5G is expected to provide market growth opportunities.

This study delivers a comprehensive analysis of application, verticals, deployment type, and region. The application segment includes Corporate Communication, Marketing & Client Engagement, and Training & Development. The Marketing & Client Engagement segment held the largest market share, owing to the feasibility of video conferencing for the purposes of marketing, helpful in engaging audiences, more efficient and effective communication process, and expanded reach for the organization. The verticals segment includes BFSI, IT and Telecommunication, Healthcare, Media and entertainment, Public Sector, Retail and Trade, Education, and Others. The BFSI segment holds a significant market share, owing to the improved internal communication within the organization, facilitating information exchange, and rising level of investment in the sector. The deployment type segment includes Cloud and On-Premises. The cloud segment held the largest market share, owing to the developments in cloud computing, capable of processing large quantities of significant data and offering a better viewing experience.

The market has been divided into North America, Europe, Asia-Pacific, Middle East & Africa, and South America. North America holds the largest market share in the U.S., owing to the rapid advancement of cloud-based streaming services, increased usage of mobiles and tablets, the fast pace of technological innovations, and the increasing popularity of online streaming. The Asia-Pacific region is anticipated to grow and holds the largest share due to the various government initiatives to boost digital infrastructure and rising demand for video services because of the impact of Covid-19 in the region.

Some of the notable players in the market are Zoom Video Communications, Google, Microsoft, Adobe, Cisco, Avaya, AWS, LogMeIn, RingCentral, and Poly. In September 2020, Zoom Video Communications collaborated with Lumen to make Zoom available as part of Lumen's Unified Communications and Collaboration Suite. This initiative will improve the user experience for the Unified Communications and Collaboration Suite along with Zoom's customer reach.

Global Video as a Service Market Analysis and Forecast, Application

  • Corporate Communication
  • Marketing & Client Engagement
  • Training & Development

Global Video as a Service Market Analysis and Forecast, Verticals

  • BFSI
  • IT and Telecommunication
  • Healthcare
  • Media and entertainment
  • Public Sector
  • Retail and Trade
  • Education
  • Others

Global Video as a Service Market Analysis and Forecast, Deployment Type

  • Cloud
  • On-Premises

Global Video as a Service Market Analysis and Forecast, Region

  • North America
    • U.S.
    • Canada
    • Mexico
  • Europe
    • Germany
    • France
    • Sweden
    • Netherland
    • U.K.
    • Italy
    • Spain
    • Turkey
    • Switzerland
    • Belgium
    • Rest Of Europe
  • Asia-Pacific
    • Japan
    • China
    • India
    • South Korea
    • Australia
    • Singapore
    • Malaysia
    • Thailand
    • Indonesia
    • Philippines
    • Rest Of APAC
  • South America
    • Brazil
    • Argentina
    • Peru
    • Colombia
    • Rest Of South America
  • Middle East And Africa
    •  UAE
    •  Saudi Arabia
    •  Egypt
    •  Nigeria
    •  South Africa
    • Rest Of Mea

Report Description:

  • The base year for the study has been considered 2020, historic year 2018 and 2019, the forecast period considered is from 2021 to 2028.
  • The study delivers a comprehensive analysis of global market for all segments and region
  • The report offers in-depth analysis of driving factors, opportunities and restraints for gaining the key insight of the market. The report emphasizes on all the key trends that play a vital role in the enlargement of the market from 2021 to 2028.
  • Porter’s Five Forces model is used in order to recognize the competitive scenario in the market. This report incorporates the industry analysis which is focused on providing an extensive view of the market.
  • The study also includes attractiveness analysis of all segments and regions which are benchmarked based on their market size, growth rate and attractiveness in terms of present and future opportunist for understanding the future growth of the market.
  • The report provides company profile of the key players operating in the market and a comparative analysis based on their business overviews, product offering, segment market share, regional presence, business strategies, innovations, mergers & acquisitions, recent developments, joint venture, collaborations, partnerships, SWOT analysis, and key financial information.
  • The market estimates have been evaluated by considering the effect of different political, economic, social, technological and legal factors which are based on our extensive secondary research, primary research, and in-house databases.  

1. Introduction
    1.1. Objectives of the Study
    1.2. Market Definition
    1.3. Research Scope
    1.4. Currency
    1.5. Key Target Audience
2. Research Methodology and Assumptions
3. Executive Summary
4. Premium Insights
    4.1. Porter’s Five Forces Analysis
    4.2. Value Chain Analysis
    4.3. Top Investment Pockets
          4.3.1. Market Attractiveness Analysis By Application
          4.3.2. Market Attractiveness Analysis By Vertical
          4.3.3. Market Attractiveness Analysis By Deployment Type
          4.3.4. Market Attractiveness Analysis By Region
    4.4. Industry Trends
5. Market Dynamics
    5.1. Market Evaluation
    5.2. Drivers
          5.2.1. Increased service providers
    5.3. Restraints
          5.3.1. Data security issues
    5.4. Opportunities
          5.4.1. Rise of 5G
6. Global Video as a Service Market Analysis and Forecast, By Application
    6.1. Segment Overview
    6.2. Corporate Communication
    6.3. Marketing & Client Engagement
    6.4. Training & Development
7. Global Video as a Service Market Analysis and Forecast, By Vertical
    7.1. Segment Overview
    7.2. BFSI
    7.3. IT and Telecommunication
    7.4. Healthcare
    7.5. Media and entertainment
    7.6. Public Sector
    7.7. Retail and Trade
    7.8. Education
    7.9. Others
8. Global Video as a Service Market Analysis and Forecast, By Deployment Type
    8.1. Segment Overview
    8.2. Cloud
    8.3. On-Premises
9. Global Video as a Service Market Analysis and Forecast, By Regional Analysis
    9.1. Segment Overview
    9.2. North America
          9.2.1. U.S.
          9.2.2. Canada
          9.2.3. Mexico
    9.3. Europe
          9.3.1. Germany
          9.3.2. France
          9.3.3. U.K.
          9.3.4. Italy
          9.3.5. Spain
    9.4. Asia-Pacific
          9.4.1. Japan
          9.4.2. China
          9.4.3. India
    9.5. South America
          9.5.1. Brazil
    9.6. Middle East and Africa
          9.6.1. UAE
          9.6.2. South Africa
10. Global Video as a Service Market-Competitive Landscape
    10.1. Overview
    10.2. Market Share of Key Players in Global Video as a Service Market
          10.2.1. Global Company Market Share
          10.2.2. North America Company Market Share
          10.2.3. Europe Company Market Share
          10.2.4. APAC Company Market Share
    10.3. Competitive Situations and Trends
          10.3.1. Product Launches and Developments
          10.3.2. Partnerships, Collaborations, and Agreements
          10.3.3. Mergers & Acquisitions
          10.3.4. Expansions
11. Company Profiles
    11.1. Zoom Video Communications
          11.1.1. Business Overview
          11.1.2. Company Snapshot
          11.1.3. Company Market Share Analysis
          11.1.4. Company Product Portfolio
          11.1.5. Recent Developments
          11.1.6. SWOT Analysis
    11.2. Google
          11.2.1. Business Overview
          11.2.2. Company Snapshot
          11.2.3. Company Market Share Analysis
          11.2.4. Company Product Portfolio
          11.2.5. Recent Developments
          11.2.6. SWOT Analysis
    11.3. Microsoft
          11.3.1. Business Overview
          11.3.2. Company Snapshot
          11.3.3. Company Market Share Analysis
          11.3.4. Company Product Portfolio
          11.3.5. Recent Developments
          11.3.6. SWOT Analysis
    11.4. Adobe
          11.4.1. Business Overview
          11.4.2. Company Snapshot
          11.4.3. Company Market Share Analysis
          11.4.4. Company Product Portfolio
          11.4.5. Recent Developments
          11.4.6. SWOT Analysis
    11.5. Cisco
          11.5.1. Business Overview
          11.5.2. Company Snapshot
          11.5.3. Company Market Share Analysis
          11.5.4. Company Product Portfolio
          11.5.5. Recent Developments
          11.5.6. SWOT Analysis
    11.6. Avaya
          11.6.1. Business Overview
          11.6.2. Company Snapshot
          11.6.3. Company Market Share Analysis
          11.6.4. Company Product Portfolio
          11.6.5. Recent Developments
          11.6.6. SWOT Analysis
    11.7. AWS
          11.7.1. Business Overview
          11.7.2. Company Snapshot
          11.7.3. Company Market Share Analysis
          11.7.4. Company Product Portfolio
          11.7.5. Recent Developments
          11.7.6. SWOT Analysis
    11.8. LogMeIn
          11.8.1. Business Overview
          11.8.2. Company Snapshot
          11.8.3. Company Market Share Analysis
          11.8.4. Company Product Portfolio
          11.8.5. Recent Developments
          11.8.6. SWOT Analysis
    11.9. RingCentral
          11.9.1. Business Overview
          11.9.2. Company Snapshot
          11.9.3. Company Market Share Analysis
          11.9.4. Company Product Portfolio
          11.9.5. Recent Developments
          11.9.6. SWOT Analysis
    11.10. Poly
          11.10.1. Business Overview
          11.10.2. Company Snapshot
          11.10.3. Company Market Share Analysis
          11.10.4. Company Product Portfolio
          11.10.5. Recent Developments
          11.10.6. SWOT Analysis

List of Table

1. Global Video as a Service Market, By Application, 2018-2028 (USD Billion)

2. Global Corporate Communication, Video as a Service Market, By Region, 2018-2028 (USD Billion) 

3. Global Marketing & Client Engagement, Video as a Service Market, By Region, 2018-2028 (USD Billion)

4. Global Training & Development, Video as a Service Market, By Region, 2018-2028 (USD Billion)

5. Global Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

6. Global BFSI, Video as a Service Market, By Region, 2018-2028 (USD Billion)

7. Global IT and Telecommunication, Video as a Service Market, By Region, 2018-2028 (USD Billion)

8. Global Healthcare, Video as a Service Market, By Region, 2018-2028 (USD Billion)

9. Global Media and entertainment, Video as a Service Market, By Region, 2018-2028 (USD Billion)

10. Global Public Sector, Video as a Service Market, By Region, 2018-2028 (USD Billion)

11. Global Retail and Trade, Video as a Service Market, By Region, 2018-2028 (USD Billion)

12. Global Education, Video as a Service Market, By Region, 2018-2028 (USD Billion)

13. Global Others, Video as a Service Market, By Region, 2018-2028 (USD Billion)

14. Global Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

15. Global Cloud, Video as a Service Market, By Region, 2018-2028 (USD Billion)

16. Global On-Premises, Video as a Service Market, By Region, 2018-2028 (USD Billion)

17. North America Video as a Service Market, By Application, 2018-2028 (USD Billion)

18. North America Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

19. North America Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

20. U.S. Video as a Service Market, By Application, 2018-2028 (USD Billion)

21. U.S. Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

22. U.S. Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

23. Canada Video as a Service Market, By Application, 2018-2028 (USD Billion)

24. Canada Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

25. Canada Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

26. Mexico Video as a Service Market, By Application, 2018-2028 (USD Billion)

27. Mexico Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

28. Mexico Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

29. Europe Video as a Service Market, By Application, 2018-2028 (USD Billion)

30. Europe Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

31. Europe Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

32. Germany Video as a Service Market, By Application, 2018-2028 (USD Billion)

33. Germany Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

34. Germany Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

35. France Video as a Service Market, By Application, 2018-2028 (USD Billion)

36. France Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

37. France Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

38. U.K. Video as a Service Market, By Application, 2018-2028 (USD Billion)

39. U.K. Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

40. U.K. Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

41. Italy Video as a Service Market, By Application, 2018-2028 (USD Billion)

42. Italy Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

43. Italy Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

44. Spain Video as a Service Market, By Application, 2018-2028 (USD Billion)

45. Spain Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

46. Spain Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

47. Asia Pacific Video as a Service Market, By Application, 2018-2028 (USD Billion)

48. Asia Pacific Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

49. Asia Pacific Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

50. Japan Video as a Service Market, By Application, 2018-2028 (USD Billion)

51. Japan Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

52. Japan Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

53. China Video as a Service Market, By Application, 2018-2028 (USD Billion)

54. China Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

55. China Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

56. India Video as a Service Market, By Application, 2018-2028 (USD Billion)

57. India Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

58. India Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

59. South America Video as a Service Market, By Application, 2018-2028 (USD Billion)

60. South America Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

61. South America Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

62. Brazil Video as a Service Market, By Application, 2018-2028 (USD Billion)

63. Brazil Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

64. Brazil Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

65. Middle East and Africa Video as a Service Market, By Application, 2018-2028 (USD Billion)

66. Middle East and Africa Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

67. Middle East and Africa Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

68. UAE Video as a Service Market, By Application, 2018-2028 (USD Billion)

69. UAE Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

70. UAE Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

71. South Africa Video as a Service Market, By Application, 2018-2028 (USD Billion)

72. South Africa Video as a Service Market, By Vertical, 2018-2028 (USD Billion)

73. South Africa Video as a Service Market, By Deployment Type, 2018-2028 (USD Billion)

List of Figures 

1. Global Video as a Service Market Segmentation

2. Global Video as a Service Market: Research Methodology

3. Market Size Estimation Methodology: Bottom-Up Approach

4. Market Size Estimation Methodology: Top-Down Approach

5. Data Triangulation

6. Porter’s Five Forces Analysis 

7. Value Chain Analysis 

8. Global Video as a Service Market Attractiveness Analysis By Application

9. Global Video as a Service Market Attractiveness Analysis By Vertical 

10. Global Video as a Service Market Attractiveness Analysis By Deployment Type

11. Global Video as a Service Market Attractiveness Analysis By Region

12. Global Video as a Service Market: Dynamics

13. Global Video as a Service Market Share by Application (2021 & 2028)

14. Global Video as a Service Market Share by Vertical (2021 & 2028)

15. Global Video as a Service Market Share by Deployment Type (2021 & 2028)

16. Global Video as a Service Market Share by Regions (2021 & 2028)

17. Global Video as a Service Market Share by Company (2020)

Research Methodology

Market research is a method of gathering, assessing and deducing data & information about a particular market. Market research is very crucial in these days. The techniques analyze about how a product/service can be offered to the market to its end-customers, observe the impact of that product/service based on the past customer experiences, and cater their needs and demands. Owing to the successful business ventures, accurate, relevant and thorough information is the base for all the organizations because market research report/study offers specific market related data & information about the industry growth prospects, perspective of the existing customers, and the overall market scenario prevailed in past, ongoing present and developing future. It allows the stakeholders and investors to determine the probability of a business before committing substantial resources to the venture. Market research helps in solving the marketing issues challenges that a business will most likely face.

Market research is valuable because of the following reasons:

  • Market research helps businesses strengthen a company’s position
  • Market research helps in minimizing the investment risks associated with the businesses in any industry vertical
  • Market research helps in identifying the potential threats and opportunities associated with the business industry
  • Market research aids in spotting the emerging trends and facilitates strategic planning in order to stay ahead in the competition

Our research report features both the aspects; qualitative and quantitative. Qualitative part provides insights about the market driving forces, potential opportunities, customer’s demands and requirement which in turn help the companies to come up with new strategies in order to survive in the long run competition. The quantitative segment offers the most credible information related to the industry. Based on the data gathering, we use to derive the market size and estimate their future growth prospects on the basis of global, region and country.

Our market research process involves with the four specific stages.

  • Data Collection
  • Data Synthesis
  • Market Deduction & Formulation
  • Data Screening & Validation

Data Collection: This stage of the market research process involves with the gathering and collecting of the market/industry related data from the sources. There are basically two types of research methods:

  • Primary Research: By conducting primary research, it involves with the two types of data gathering; exploratory and specific. Exploratory data is open-ended and helps us to define a particular problem involving surveys, and pilot study to the specific consumer group, knowing their needs and wants catering to the industry related product/service offering. Explanatory data gathering follows with the bit of unstructured way. Our analyst group leads the study by focusing on the key crowd, in this manner picking up bits of knowledge from them. In light of the points of view of the clients, this data is used to plan advertise techniques. In addition, showcase overviews causes us to comprehend the current scenario of the business. Specific data gathering on the hand, involves with the more structured and formal way. The primary research usually includes in telephonic conversations, E-mail collaborations and up close and personal meetings/interviews with the raw material suppliers, industrial wholesalers, and independent consultants/specialists. The interviews that we conduct offers important information on showcase size and industry development patterns. Our company likewise conducts interviews with the different business specialists so as to increase generally bits of knowledge of the business/showcase.
  • Secondary Research: The secondary research incorporates with the data gathering from the non-profit associations and organizations, for example, World bank, WHO, investor relations and their presentations, statistical databases, yearly(annual reports) reports, national government records, factual databases, websites, articles, white papers, press releases, blogs and others. From the annual report, we deduce an organization's income/revenue generation to comprehend the key product segment related to the market. We examine the organization sites and implement product mapping strategy which is significant for determining the segment revenue. In the product mapping technique, we choose and categorize the products offered by the companies catering to the industry specific market, derive the segment revenue for each of the organizations to get the market estimation. We also gather data & Information based on the supply and demand side of the value chain involved with the domain specific market. The supply side denotes the distributors, wholesalers, suppliers and the demand side denotes the end-consumers/customers of the value chain. The supply side of the market is analyzed by examining the product growth across industry in each of the region followed by its pricing analysis. The demand side is analyzed by the evaluating the penetration level and adoption rates of the product by referring to the historical/past data, examine the present usage and forecasting the future trends. 
  • Purchased Database: Our purchased data provides insights about the key market players/companies along with their financial analysis. Additionally, our data base also includes market related information. 
    • We also have the agreements with various reputed data providers, consultants and third party vendors who provide information which are not limited to:
      • Export & Import Data
      • Business Information related to trade and its statistics
      • Penetration level of a particular product/service based on geography mainly focusing on the unmet prerequisites of the customers.
  • In-house Library: Apart from these third-party sources, we have our in-house library of quantitative and qualitative data & information. Our in-house database includes market data for various industry and domains. These data are updated on regular basis as per the changing market scenario. Our library includes, internal audit reports, historic databases, archives and journal publications. Sometimes there are instances where there is no metadata or raw data available for any domain specific market. For those particular cases, we utilize our expertise to forecast and estimate the market size in order to generate comprehensive data sets. Our analyst team adopts a robust research technique in order to deduce the market size and its estimates:
  • Examining demographic along with psychographic segmentation for market evaluation
  • Analyzing the macro and micro-economic indicators for each demography
  • Evaluating the current industry trends popular in the market.

Data Synthesis: This stage includes the evaluation and assessment of all the data acquired from the primary and secondary research. It likewise includes in evaluating the information for any disparity watched while information gathering identified with the market. The data & information is gathered with consideration to the heterogeneity of sources. Scientific and statistical methods are implemented for synthesizing dissimilar information sets and provide the relevant data which is fundamental for formulating strategies. Our organization has broad involvement with information amalgamation where the information goes through different stages:

  • Information Screening: Information screening is the way toward examining information/data gathered from the sources for errors/mistakes and amending it before data integration process. The screening includes in looking at raw information, identifying and distinguishing mistakes and managing missing information. The reason for the information screening is to ensure information is effectively entered or not. Our organization utilizes objective and precise information screening grades through repetitive quality checks.
  • Data Integration: The data integration method involves with the incorporation of numerous information streams. The data streams is important so as to deliver investigate examines that give overall market scenario to the investors. These information streams originate from different research contemplates and our in house database. After the screening of the information, our analysts conduct efficient integration of the data streams, optimizing connections between integrated surveys and syndicated data sources. There are two research approaches that we follow so as to coordinate our information; top down methodology and bottom up methodology. 
    • Top-down analysis generally refers to using broad factors as a basis for decision making. The top-down approach helps in identifying the overall market scenario along with the external and internal factors effecting the market growth.
    • The bottom-up approach takes a completely different approach. Generally, the bottom-up approach focuses its analysis on micro attributes and specific characteristics of the domain specific market.

Market Formulation & Deduction: The last stage includes assigning the data & information in a suitable way in order to derive market size. Analyst reviews and domain based opinions based on holistic approach of market estimation combined with industry investigation additionally features a crucial role in this stage.

This stage includes with the finalization of the market size and numbers that we have gathered from primary and secondary research. With the data & information addition, we ensure that there is no gap in the market information. Market trend analysis is finished by our analysts by utilizing data extrapolation procedures, which give the most ideal figures to the market.

Data Validation: Validation is the most crucial step in the process. Validation & re-validation through scientifically designed technique and process that helps us finalize data-points to be used for final calculations. This stage also involves with the data triangulation process. Data triangulation generally implicates the cross validation and matching the data which has been collected from primary and secondary research methods.

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