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Brightcove and the Future of TV

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Como empresas de tecnología como BrightCove están cambiando el futuro de la TV.

Como empresas de tecnología como BrightCove están cambiando el futuro de la TV.

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Brightcove and the Future of TV Brightcove and the Future of TV Presentation Transcript

  • Roger Cusa rogercusa.typepad.com and the future of TV
  • The Story of an Entrepreneur
    • Jeremy Allaire
    • 1995: Allaire Corp
    • 2001: Acquired by Macromedia
    • 2004: Brightcove
  • The Company
    • SaaS
    • Online Video Platform
    • Creates, Organizes, Distributes,
    • Measures online video
    • Focus on Corporations
  •  
  • UGC PROSUMER PROF MEDIA SaaS Ad Rate +++ ++ +
  •  
  • QUESTIONS & ANSWERS
  • What would have happened if Brightcove had bet on CGC videos from the very beginning? Well managed  Would have become YouTube Badly managed  Another video aggregator
  • How many times can a company change its strategy?
    • Strategies should change according to market shifts . However, the ideal is to be able sustain a strategy as long as possible (huge resources invested along with the strategy need to be monetized.
    Was Brightcove over-reacting to market changes or was it just a lack of foreseeing?
    • Market changed : low-cost producing, high speed streaming, social media intesified the changes. However, Allaire lacked the vision to succeed: At first Brightcove not only targeted consumers but also professional producers (as well as other players).
  • Given the particular values of the digital immigrants, do you think it’s worth the effort of Publishers, advertisers, affiliates, consumers,…
    • Requires huge investment in the short run and long run to maintain all of them satisfied. It is worth as long as it is profitable. What is clear is that it increases the risk of failure.
    Brightcove try to fight too many battles at a time?
    • Absolutely. However, its past business strategy
    • involved lots of players. Brightcove was a prisoner of
    • its own startegy.
  • Despite all their wrong previous strategies, Brightcove has been blessed with a new opportunity. What should they do to make it this time?
    • Focus on developing the Video Platform to
    • become the leader in turn key solutions:
      • Multiple devices (TV, mobile devices)
      • Open software (Apps)
      • Transmedia friendly (youtube, facebook, etc.)
      • One point access to manage content
  • Pure digital vs. traditional agencies: how is the model of advertising agency evolving? Is it better to develop specific digital divisions? Do you think the effort of making the whole staff master the new techniques pays back?
    • The Ad Agency is moving towards a tech company. (creative projects must be planned from the start to suit the digital world. It is not only an add-on done at the end of the process of traditional campaigns.
    • Ad Agencies should create new Digital units (new talent and tools are needed to rule the digital ad world)
    • Absolutely. It’s a Do or Die situation .
    • Pure digital vs. traditional agencies: how is the model of advertising agency evolving? Is it better to develop specific digital divisions? Do you think the effort of making the whole staff master the new techniques pays back?
  • What do you think of metaverses? Will they soon be forgotten or has 3D navigation come to stay?
    • I think entrepreneurs and companies still have to figure out engaging uses of metaverses and develop sustainable business models.
    • I’d rather invest in AR navigation and apps before 3D navigation . AR integrates 3D in real life which might be more relevant to consumers and companies.
  • What do you think will be the future of online television?
    • Blend between Content + Social + Interactive video
    • Professional content will gain importance
      • drives audience & profits
    • Content driven , not channel driven.
    • A common and stable video platform for advertisers, content creators, and distributors will emerge
    • Distribution as a Service (to avoid commodization, distribution will have to add value to the end user)
    • Device dependency : PC, TV, Mobile, Tablet PC, Glasses PC, etc.
  • Will corporative digital TV channels succeed?
    • Yes, as long as they understand the new media rules.
      • BUDTV : The mistaken approach
      • L’Oréal TV : The right approach
  •  
  •  
  • What about P2P TV?
    • P2P distribution is an important technology for content delivery, though by no means a silver-bullet. The cost of bandwidth for distributing video content is one small part of a large puzzle for creating great video and television experiences .
  • Roger Cusa rogercusa.typepad.com Thanks for your attention rogercusa.typepad.com