HTML5 video in e-commerce

HTML5 Video in E-Commerce
2010 Liveclicker Webinar Series
June 2, 2010
Tweet: #videocommerce Follow: @videocommerce
Email: justin@liveclicker.com, walt@liveclicker.com
US Attendee: +1 (516) 453 0014, access code 206-395-002
UK Attendee: +44 (0) 203 318 6075, access code 206-395-002

Tips for Webinar Attendees
Have Questions?
Use the built-in “Questions” feature. Questions will be answered at the conclusion of the webinar.
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Please participate in the interactive polls by having your computer at the ready

Speakers & Agenda
Agenda
Supporting HTML5 Video
HTML5 Video Overview
HTML5 Video Adoption
Challenges and Complexities
Flash vs. HTML5 Video
HTML5 Video Applications
Questions
Walt Mann
Founder/CTO
Liveclicker
Technical Perspective
Justin Foster
Founder/VP Market Dev.
Liveclicker
Market Perspective

Poll
Is your organization using HTML5 video today?
Yes.
No, but planning on it.
No, not planning on it.
No, still unsure of whether or not to use HTML5 video.

Poll
When did/will your organization implement HTML5 video?
Prior to Q1 2010
Q1 2010 – Q2 2010
Q3 2010 – Q4 2010
Q1 2011 – Q4 2011
After Q4 2011

Should you support HTML5 video?
HTML5 video is a technology.
It will not fix an unsuccessful video commerce strategy.

MOBILE
OPTIMIZED
INTERACTIVE
SCALABLE
DISTRIBUTED

HTML5 Video Overview

Version 3+
Version 3.6+
Version 3+

Of the browsers that support HTML5 video, what % of users are using an HTML5 compliant version?
Source: Clicky Web Analytics, May 31, 2010

Expected Final Ship 2011

6.4 million active iPhones in USA
51.15 million iPhones sold to date
Source: Apple Computer earnings report, April 20, 2010.

2 million iPads sold in first 60 days
Selling at 2.5X the rate of the original iPhone
Source: Apple Computer, via press release. May 31, 2010

H.264

HTML5 Video Codecs

HTML5 Video Codecs
YES, H.264
YES, BOLT 2.1 (MAY 27 ‘10)
YES, H.264
YES, H.264
WebM/VP8 COMING SOON
Source: StatCounter Global Stats, US Mobile Browser Market Share, Dec 2008 – May 2010

H.264

Poll
Over the next 3 years, do you believe a “standard” video codec will emerge as a clear winner?
Definitely
Probably
Unsure
Doubtful
No – fragmentation is likely to persist

HTML5 Video vs. Flash
vs.

A world with two video standards
Complex browser support rules for HTML5 vs. Flash
Even HTML5 isn’t just a single standard – multiple standards must be supported (for now)
Unless you're Apple, you must support both
Flash still useful for other applications: gaming, multimedia

HTML5 Video vs. Flash
HTML5 Video Flash Video
Exclusive on iPad, iPhone, iPod Touch, Android, Blackberry (BOLT), some email clients
Customize with Javascript
Open standard
Everywhere else
Broad developer base
Proprietary standard

<video width=“1" height="1" poster="http://em.liveclicker.net/service/clip?kind=poster&ID=5676&type=1"
controls>
<source src="http://em.liveclicker.net/service/clip?kind=video&ID=5676&type=1" />
<a href="#" alt="To make this clickable replace the # with your landing page URL">
<imgsrc="http://em.liveclicker.net/service/clip?kind=animation&ID=5676&type=1" border="0"/></a>
</video>

Poll
Where do you see the most potential for HTML5 video today?
Mobile / Smartphone
Mobile / Tablet
Email
General e-commerce using desktop web browsers
Other

Verdict – supporting HTML5 video
Why? Why Not?
Reach customers on the iPhone and iPad, Android, Blackberry – today.
New email marketing opportunities
Potentially, new video SEO opportunities
Requires additional technology support (in-house or vendor)
Still developing rapidly (codecs)
Not needed unless you care about iPhone, iPad, some email clients, mobile

Summary
HTML5 video can bring some immediate wins to e-commerce sites.
However, Flash is likely to retain its hold on the majority of web video for some time and needs to remain supported.
A “hybrid” approach is needed in order to effectively support both Flash and HTML5 video.

Summary
HTML5 video is a technology.
It will not fix an unsuccessful video commerce strategy.

Poll
Based on what you now know, how important do you think HTML5 video is to your overall video technology portfolio?
Critical
Very important
Somewhat important
Not important
Still don’t know

Questions
June 2, 2010
Tweet: #videocommerce Follow: @videocommerce
Email: justin@liveclicker.com, walt@liveclicker.com

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HTML5 video in e-commerce

by Liveclicker / Video Commerce Consortium

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