According to Jeff Malkin of Encoding.com the growth of mobile has been fueled mainly by Apple's iDevices. Gannon Hall, of KIT digital says that mobile is important, because it's become the fastest growing video segment of video consumption and that they're seeing increasing demand from their customers to be able to make it much easier for them to deliver full featured, high-quality video experiences to mobile platforms. David Dudas of Sorenson Media agrees that the iPhone really was the game changer and with other devices entering the field, it's made video delivery to the various devices more complicated, primarily around video encoding. Dudas says if you're going to do it, spend your money wisely, hire a professional don't try to do it yourself. The complexities of device compatibility go far beyond the formats and if it's done wrong your encoded content may not play back, or it may look horribly compressed. Dudas says, "doing it right means your customers will be delighted rather than frustrated, captive rather than fleeting, which translates to more time and money spent with your business."
Malkin says that content producers are a bit shellshocked by all the complexity and says there's good new and bad news for the. The bad news is that it's going to get worse before it gets better – as far as having to prepare video the multitude of mobile devices, but the good news is that companies like his are getting better at making it easier for you. Malkin adds, "If there's any point I could make any more clear, it's something very complex that should not be done in house." Malkin admits that sound very self-serving and says, "Use somebody else then, don't use Encoding.com. The bottom line is that it takes a serious attention and focus to keep reinvesting engineering dollars into infrastructure to keep being able to prepare video for all these various devices. And from a content producer standpoint, I'd rather focus on content, the user experience, the community and not worry about the headache of transcoding video."
Watch the video below to hear more of the discussion on HTML5, H.264, WebM, Adaptive Bit Rate streaming and the growing format wars. Also, see my interviews with each of the panelist that followed this session.
Speaker Bios and Online Video Conversations
Gannon Hall, EVP, Global Marketing, KIT Digital
As Executive Vice President Global Marketing, Gannon leads KIT’s overall global marketing strategies. Gannon brings nearly two decades of entrepreneurial leadership experience within the emerging and established consumer Internet and enterprise software industries. Prior to joining KIT, Gannon was the COO of Kyte, a leading online and mobile video platform, where he led the company’s product strategy, marketing, business development and operations. Gannon also was a Principal at Horn Group, a premier technology marketing and digital communications agency. As head of the agency’s New York office, Gannon was responsible for client strategy, business development and operations. Under his leadership the agency won several industry accolades for their innovative approach to brand building through integrated digital marketing, communications and social media. Prior to Horn Group, Gannon led Hall Consulting, a pioneering San Francisco web design and development consultancy that he founded in 1994. Clients included a diverse set of software companies including Vitria, AvantGo (Sybase), Commerce One, and PlaceWare (Microsoft).
Read more: Connected TV: Why Google will succeed where others have failed - FierceOnlineVideo
Jeff Malkin, President, Encoding.com
Streaming Media West in Los Angeles, the Online Video Platform Summit is designed for video publishers of all types and sizes, whether small businesses looking to publish content for the first time, independent entertainment content creators, large media organizations, or anywhere in between.