Today we’re bringing you the last video blog in a 3 Part interview series with IDC analyst, Greg Ireland. Greg co-authored the whitepaper Transcoding Internet and Mobile Video: Solutions for the Long Tail. If you missed the first two interviews, I encourage you to take some time to view those. Greg has some great insight into the Internet and mobile video markets that is well worth hearing. In today’s video blog, we talk about a variety of topics including how transcoding can better serve consumers and where it fits within online and mobile advertising. We also discuss broadband’s impact on Internet video and consumer’s viewing habits. And finally, we touch on the future outlook for video codecs including the movement toward H.264.
We hope you found this interview series insightful. For more information on this topic, you can download the complete IDC whitepaper from the RipCode website. We plan future video blog conversations with other industry thought leaders, so stay tuned.
Just when we all started to think that the video industry was beginning to move towards standardization around H.264, Qualcomm announced that it has licensed the DivX codec technology and will support it in a range of video-enabled chipsets for CDMA mobile devices, ahead of Adobe’s Flash Video. As Peter White of Rethink Research writes, “if Qualcomm stays solely with DivX, then it will mean that the worlds of CDMA and WCDMA telephony will have diverged, and that web sites that can provide video to one type of handset will not be able to be played on another.”
In the Flash vs. Silverlight camp, Bradley Werner concludes that with the addition of Silverlight, Microsoft’s VC-1 video codec is rapidly moving into a position of parity with Adobe’s Flash Media Player and both technologies are in good positions to win in the market. Neal Page over at Inlet concurs.
So are these signs that the industry is in a position yet to move toward a set of codec standards? Will it happen soon? To both these counts, the answer is probably not.
In the recent IDC whitepaper Internet and Mobile Video: Transcoding the Long Tail, IDC estimates that there are close to 100 different types of Internet and mobile video files that the market is currently supporting. This is good news for RipCode because the greater the number of video formats and associated increased complexities means more business. However, because it takes a lot of time and development cycles to successfully support the multiple flavors of codecs on the market even we would like to see some degree of consolidation. However, given the slim chance of this happening anytime soon, we’ll continue to take our cues from our customers (video aggregators, user generated content sites, mobile & internet TV providers, etc.) and drive our development to support their codec requirements. After all, it’s the customers who in the end, will likely determine when and under what codecs the market will unify.
The IBC show is about to come to a close here in Amsterdam and it’s been a big week for Internet video. The Adobe announcement regarding their support for H.264 within Flash 9 was the talk of the show among many of the attendees and video operators trying to figure out how to handle Microsoft SilverLight next to Adobe’s MovieStar.
It was also RipCode’s first opportunity for us to demonstrate, for a mass audience, the unique capabilities of the RipCode V4 transcoding appliance. RipCode is coming out of our stealth mode next week and our product and capabilities have surprised many who are first learning about us. The RipCode team is anxious to get back to the U.S. and begin following up on the opportunities and conversations that we’ve begun here in Amsterdam. We’ve taken quite a bit of video from the show. Give us a chance to edit it to a reasonable length, add some commentary and we’ll share it with you soon.
Update: Just saw this coverage of the IBC show by StreamingMedia.com which validates the advancement of and demand for the IPTV ecosystem.
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