Sorenson Targets Brightcove in Updated Release of Online Video Platform Technology
Sorenson Media CEO Peter Csathy tells me it was always part of the company’s plan to introduce its digital media technology in the enterprise market, where big media and Internet companies enable Internet users to watch streaming video and TV broadcasts. Today the company with offices in Salt Lake City, UT, and Carlsbad, CA, is announcing just that.
Sorenson is introducing its Sorenson 360 v2 online video platform (OVP) for big businesses exactly one year after launching the Sorenson 360 platform in the market for small-to-medium businesses, with a focus on luxury tour and travel operators and advertising and marketing firms. Now, after gaining experience and putting some mileage on its system, Csathy says Sorenson is targeting the big media and enterprise customers that use rival online video delivery technology—a market currently dominated by Brightcove of Cambridge, MA.
Sorenson’s announcement coincides with the Streaming Media East conference that begins today in New York, and Csathy sounds like he’s spoiling to take on the industry giant and any other rivals. “We’re going squarely into space occupied by Brightcove,” Csathy says. He acknowledges that it’s a crowded space for the companies that provide online video technology to Internet video publishers. Other than Brightcove, Ooyala of Mountain View, CA, is probably the name mentioned most frequently, Csathy says. “After that, it’s an open game with scores of competitors—all small, VC-backed companies trying to gain market penetration, and none of them has established a business model that works.”
All the competition is emerging because the market for online video is booming. Nielsen Online reports that online users watched more than 11 billion streaming videos in September—a 25 percent game over the videos streamed in September 2008. Yet the rating service also says 139.3 million of those watching were unique viewers, a relatively small number compared with the number of videos shown. In other words, the global online audience still has plenty of room to grow, and with an estimated 79 video streams per viewer, the demand for online video technology is bound to increase dramatically among the world’s YouTubes, Hulus, and Yahoos.
So how does a relatively small company like Sorenson stand out?
“Our video quality has always been our calling card,” says Csathy, who describes Sorenson’s HD digital media technology as “professional grade.” He described … Next Page »