With the phenomenal success of Apple’s iPad and iPhone, and the increased adoption of Google Android-based phones, it’s never been more important to get your content on smartphones, tablets, and other mobile devices. This session at the
Online Video Platform Summit, features three industry experts in the field of mobile video delivery who discuss why you need to care about things like HTML5, Adobe Flash Mobile, and other video format-and standards-related topics, as well as provide an overview of how online video platforms can help you publish once and deliver everywhere. The session was moderated by
Onlinevideo.net Senior Associate Editor Troy Dreier who introduced the session with
data from Nielsen which stated 28% of U.S. mobile subscribers now have smartphones, and 41% opted for a smartphone over a standard feature phone, up from 35% last quarter. That number will continue to grow as consumers move away from the desktop and embrace the mobile experience.
But of the 5.3 billion mobile subscribers (which is 77 percent of the world population) the largest growth is outside the U.S. and is led by China and India
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.
