Rating: On-Demand Transcoding provides streaming conversion for mobile videos
A real problem with video on mobile handsets has been that it requires a broad spectrum of encoders to make sure it works on every device. A video provider has to store the different encoded versions on-site to make sure that a user can view it regardless of what device they’re using. Ripcode‘s latest technology supports on-demand transcoding.
What does on-demand transcoding mean?
Basically, when a request is made from a mobile handset to download a video, Ripcode’s new product will automatically encode that piece of video to work on that device and stream it at the same time. It makes life much easier for the provider, because they don’t have to pre-transcode content for each device.
Now, unfortunately this isn’t completely cross-platform just yet. Ripcode are only providing this service for what are going to be hot-selling devices this christmas period. Only people who own an iPhone, Android, BlackBerry Bold or BlackBerry Storm will be able to stream live-encoding video.
An added bonus for content providers is that the On-Demand Transcoding technology can easily insert ads with the streaming content.
From the release:
As the holiday buying season kicks off next week, these are the phones making people’s wish lists,” said Brendon Mills, RipCode CEO. “As these popular video-enabled devices increasingly penetrate the market, content aggregators and operators will offer solutions that leverage the devices’ video attributes and larger screen real estate to extend content and brand value to mobile customers.”
What we think:
Ripcode’s decision to limit the number of devices supported to four is interesting, and I’m not sure if it will work out. Presumably they hope that their product will perform so well over the Christmas period on these four media-heavy devices that requests to diversify into other handsets will come pouring in. For their sake, they had better be right.
Now, I am not an expert yet on all aspects of mobile advertising but this sentance stands out,
An added bonus for content providers is that the On-Demand Transcoding technology can easily insert ads with the streaming content.
Streaming ads is not anything new -also who pays for the ads when the content is being streamed – the consumer? Hmm. Suddenly everything turns luke warm.
RipCode sells infrastructure gear to web and mobile services and does not offer a service themselves. The company supports over 200 mobile handsets in addition to the iPhone, Android, Bold and Storm handsets mentioned in the release.