The First Screen

THE FIRST SCREEN?
Providing a Scalable Video Platform for Webkit
Devices: iPhone, iPad, iPod Touch
SPEAKER : STEVE HULFORD | FOUNDER OF FILEMOBILE, CHIEF CREATIVE OFFICER
© 2005-2010 Filemobile Inc

Fiem obie Logo w /tuck | FM _Logo_tuck.
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Tuesday, July 6, 2010

HI! I AM
STEVE HULFORD

FOUNDER OF FILEMOBILE
CHIEF CREATIVE OFFICER

@ﬁlemobile
@hulford

FILEMOBILE HAS LAUNCHED OVER
1,000 UGC PROJECTS SINCE 2005

THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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MOBILE VIDEO IS TAKING OFF
THE STATS

The 18.4 million Americans who watch video on mobile
phones watch on average about 5 hours of mobile video
each month.

Growing at 54% a year

Teens age 13-17 continue to be avid viewers of mobile
video report viewing on average 7.5 hours a month.

Smart Phones Drive 94% of mobile video consumption

Source: The Neilson Company

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CASE STUDY

“This is a picture of you
and me and I am
watching Youtubes and
listening to music on
your phone”
Kate - Age 5 and 3/4

Source: The Hulford House

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EARLY DAYS

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PROJECTIONS

USA - 95 million watching video on mobile by 2015 (66%)

Worldwide - 500 million watching video on mobile by 2015

Smartphone trafﬁc as % of handset trafﬁc in
2010 = 79% 2015= 98%

66x Increase from 2008 - 2013 in video on the mobile

150% y/y growth in mobile from 2008 - 2013

Source: Cisco

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IPAD CASE STUDY
ABC

10 DAYS AFTER IPAD LAUCH
205,000 APP DOWNLOADS
605,000 TV SHOWS WATCHED

Source: Wall Street Journal
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EARLY IPAD RESULTS
THIS IS JUST THE BEGINNING

Ipad users watch 3 times more
video than web users.

“ iPad users consume two and a
half times as many videos as the
typical web user and three times
as many videos as iPhone . More
importantly, those users spend
three times as much time
watching video as the typical web
user” - Frank Sinton CEO

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WHICH PLATFORMS ARE IMPORTANT?

WEB - WEB BROWSER
NATIVE - APP STORE

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PLATFORM MARKET SHARE

A very messy space is
getting cleaner

IPHONE OS
NORTH AMERICA Text

OVER 60% IN N/A

OVER 50% WW

WORLD WIDE
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APPLE VS. ADOBE
FORMAT WARS

Publishers are responsible for making their content available to all devices.

It is NOT the responsibility of all devices to support a certain plug-in

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APPLE VS. ADOBE
WILL THE H264 STANDARD SUBSTITUTE FLASH?

FLASH VIDEO IS IN HEAVY DECLINE
H.264 IS THE STANDARD ON THE WEB

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APPLE VS. ADOBE
WILL THE H264 STANDARD SUBSTITUTE FLASH?

H.264 is exempt from royalties until 2016...

After 2016?

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APPLE VS. ADOBE
OGG THEORA IN HTML 5

SO FAR ONLY FIREFOX AND OPERA SUPPORT OGG THEORA

MICROSOFT AND APPLE USE H.264 + PLUGIN / CODECS

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HTML 5
EMBEDDED VIDEO PLAYER
<!DOCTYPE HTML>
<html>
<head>
<title>HTML5 Embedded Video Player</title>

</head>
<body>
<div style="text-align: center;">
<video controls="true">
<source src="http://storage.filemobile.com/storage/2656757/759" type="video/ogg" />
<source src="http://storage.filemobile.com/storage/2656757/757" type="video/mp4" />
Alternative content
</video>

</div>
</body>
</html>

VIDEO IN THE BROWSER WITH NO PLUGIN!! YIPPEE!!

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VIDEO PLATFORMS
MAKING DELIVERY EASY

Get an OVP to Manage and Distribute your video
eg) Brightcove, Delve Networks, Kaltura, Ooyala, The Platform, Filemobile

Transcode video for web, and multiple devices

Cloud-based encoding vendors
eg) HDCloud, Encoding.com, Filemobile

CDN for delivery
eg) Akamai, Limelight, Internap, etc...

Video for Beginners: Youtube, Vimeo, and Blip.tv support
HTML 5

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VIDEO PLATFORMS
ENCODING OPTIONS

DETECT YOUR DEVICES ON YOUR SERVER NOT ON THE CLIENT
WEB Blackberry Iphone /Ipod Ipad Android

Player Type: Flash Player Type: BB Player Player Type: HTML5 Player Type: HTML5 Player Type: HTML5
Video Format: H.264 Video Format: H.263 Video Format: H.264 Video Format: H.264 Video Format: H.264
RTSP streaming HTTP Adaptive bit-rate HTTP Adaptive bit-rate
Resolution: Resolution:
Varied Resolution: Resolution: Resolution: 4:3 - 480 x 320
Bitrate: Varied 4:3 - 240x180 4:3 - 480 x 360 16:9 - 960 x 540 16:9 - 480 x 272
16:9 - 240x135 16:9 - 480 x 320 Bitrate: 2,500 Kbps Bitrate: 500 Kbps
Bitrate: 400 Kbps Bitrate: 500 Kbps Audio: 160 Kbps Audio: 160 kbps
Audio: 128 Kbps Audio: 160 Kbps

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VIDEO PLATFORMS
VALUE CREATION

Reach new audiences

Emerging Ad Serving Platforms to Monatize your content

Let your audience watch what they want... how they want.

Generate revenue with video via the app store

Valuable learning's for those who start now!

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IPHONE AS A PRODUCTION TOOL
MOBILE RECORDING

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SMART PHONE BECOMING A PRODUCTION TOOL
THE SMART PHONE - DEVICES MATTER A LOT

YouTube Mobile Uploads Up 400% Since iPhone 3GS Launch*
6 days after the launch in 2009

HD Video
GPS
High Speed delivery
Robust processing power
5 MP + photos
Email
Unlimited Data
Apps
IMOVIE for the IPHONE
Big Opportunity to use device for compressing

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BREAKING NEWS
CP24 MY BREAKING NEWS

Chantal Quagliara of Vaughn, shot
this video of a twister and posted
it at 6:39pm, August 20th, 2009
using an IPHONE. It aired on CP24.

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INTRODUCING BROTHER LION
THE GANG IN THE BLUE MOUNTAINS, JAMAICA

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REICH FALLS, JAMAICA
MIKEY EXTERNAL MIC

Transducer Type: Condenser
Polar Patterns: Cardioid
Sample: 44.1 kHz
Weight: .18 lb

Records CD quality audio
Direct to Ipod and Iphone
No software
7 angle adjustments
3 gain settings

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ACAPELLA VERSION “NOT BECAUSE I AM POOR”

SEE IT ON WWW.BROTHERLION.COM

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PRODUCED VERSION “NOT BECAUSE I AM POOR”

SEE IT ON WWW.BROTHERLION.COM

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GO TO WWW.BROTHERLION.COM

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THANKS!

Steve Hulford @hulford
Filemobile @ﬁlemobile

www.stevehulford.com

steve@ﬁlemobile.com

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