Mobilizing Video For All Mankind
By Mark Levy, CEO MaxxoMedia
According to the International Telecommunications Union, worldwide mobile telephone subscriptions now exceed 3.3 billion — equivalent to half the global population. Cell phones now surpass the number of computers and televisions combined.
In the coming years, it is predicted by some that the cell phone will become the device of choice for watching video. There are a number of current challenges to this vision that to date have stifled the market. Much like the early mobile web browsing experience, user expectations are low. Users complain of poor image quality, complexity, slow downloading times and lack of selection of content.
Content providers, distributors and carriers see a huge pot of gold in mobile video. Before they can realize it, though, new tools need to be created that help people find the content they want, format it correctly for each device and deliver a quality experience through the subscribers’ network connection.
While companies like Scanby and Snaptell focus on the content-discovery problem, others like Vantrix and Mobicell focus only on content formatting or delivery.
Avot Media, a start-up based in Sunnyvale, CA, is a new entrant in the market that aims to provide an end-to-end solution, making it simple for content producers, distributors and advertisers to offer video to the cell phone while ensuring a quality and predictable experience for the consumer.
According to DeWayne Nelon, CEO of Avot, many media companies, aggregators and publishers wanting to deliver video to mobile devices have been waiting on the sidelines due to the complexity and experience of other solutions.
“We can mobilize a client’s video offering within hours. Once Avot is informed of where to pull the video master from, it reformats the video on the fly for each and every request made by a consumer. The process only adds about one second to the delivery process.”
In addition to mobilizing video for content providers, Avot has a solution called AdVideo to enable advertisers and brands to offer video to consumers in real-time retail experiences.
Imagine you are in the hardware store looking for a new power saw. AdVideo allows consumers to send a text message to a short code to see a video demonstration delivered on demand to the phone; or you can request to see a movie trailer on your phone, while reading a newspaper or looking at a billboard.
Avot is enabling these types of transmissions with an aim towards providing content to the person and not the device. Where people view video is expanding, so they want to make the content available to people when and where and on the device they have available at the time they want it.
In order to support their customers’ desire to provide video to the broadest device reach, Avot will be soon be offering solutions for the iPhone, Google’s Android platform and others as they become available.
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