4. Speakers AJ McGowan
CTO
Unicorn Media
Anthony Iaffaldano
VP of Marketing, Americas
KIT digital
Dr. Michal Tsur
President & Co-founder
Kaltura
David Stubenvoll
Chief Executive Officer/Co-Founder
Wowza Media Systems
25. KIT Connected Device Framework
• Cost effective, turnkey solution for delivering
native video apps to a wide range of platforms
25
26. Video: Already A Core Mobile Activity
• 24.7M US mobile subscribers
watched video on their device
in Q4 10 (40% increase YOY)
• Mobile TV and video
applications drive 40-60% of
total mobile data traffic on
wireless networks
SOURCE: 2011 Bytemobile Mobile Analytics Report
26
27. And It’s Getting More Important
• In North America,
mobile video traffic
will grow 23-fold
by 2015,
a compound annual
growth rate of 88%
SOURCE: 2011 Bytemobile Mobile Analytics Report
Cisco’s 5th Annual Report on Global Internet Traffic
27
28. Samsung UGC H.264
Multi-bitrate
YouTube
Rights Management
?
Symbian
Advertising
Video On Demand iPhone
IPTV
iOS Android Flash
Syndication
Mobile Streaming
Samsung
HTML5 Blackberry
Live Streaming
Interactivity HTC Facebook
28
30. Question 1: Who Are They?
• Age
• Gender
• Ethnicity
• Income
• Geography
30
31. Usage Varies By Demographics
WOMEN (50+) TEENS (12-17) HISPANICS
watch spend more than
Own more
50% MORE 8 HOURS SMARTPHONES
video on their phones per week watching than any other
than men of the same video on their phones, ethnicity and watch
age do, nearly 3 hrs/wk 2X the avg mobile user much more video
31
33. Despite Clear Leaders, Share is Shifting
Smartphone Share, Feb – Apr 2011
Android (36%)
market share recently eclipsed
Apple iPhone (26%)
for the first time
HTML5
vs Flash
33
34. Data Usage Across Carriers
Android data use outpacing iDevices
Windows Phones data usage
growing exponentially
MSFT Silverlight
growing in importance?
34
35. Question 3: Where are they?
Carrier/device
penetration
and 3G
coverage vary
significantly
by location
35
36. Vodafone – Geography/Devices
• Subscriber base across EU
• 200+ channels
• 6,000+ title VOD library
• EU device market very fragmented
• 9 million+ mobile subscribers
• 490+ mobile handsets
• +30% annual growth in data
36
38. Question 5:What do you want them to
do?
http://mobile.web
81 min/day 74 min/day
Signals a difference in the way users view apps & mobile web
SOURCE: Flurry, app analytics and advertising firm 38
39. MTV – Hope for Haiti
Earthquake struck January 2010
• MTV quickly organized “Hope
For Haiti Now” telethon
• Streaming video + need for
donations quickly
• iPhone: dominant platform
globally at the time
39
40. MTV Hope for Haiti App
• Telethon – 10 days after earthquake
• Delivered custom branded iPhone & iPod app
• Certified for the iTunes App Store in 48 hrs
• Users could view the entire two-hour global
telethon and donate from their device, in real-time
• 100,000+ installs in 24 HRS
• $61 million in donations after ONE WEEK
40
41. Focus Mobile Strategy Development
Around Five Key Questions:
1. Who is your audience?
2. What sort of devices do they own?
3. Where are they located?
4. What content are you trying to get to them?
5. What action do you want them to take?
41
42. Samsung Mobile Web
UGC H.264
Multi-bitrate
YouTube
Rights Management
!
Symbian
Advertising
Video On Demand iPhone
IPTV
iOS Android Flash
Syndication
Mobile Streaming
Samsung
HTML5 Blackberry
Live Streaming
Interactivity HTC Facebook
App Store
42
44. Developing a Mobile Video Strategy
Dr. Michal Tsur, President
Michal.tsur@kaltura.com
45. About Kaltura
1st and Only Open Source Video Platform
Turn Key Media Applications
Framework for creating media applications
HQ in NYC, offices in SF, London and Tel-Aviv
Video solutions for:
– Media and entertainment
– Enterprise
– Education
– Service providers
Offering both SaaS
& On-prem solutions
Strong partner, reseller
& OEM ecosystem
Both Commercial and Free Open Source solutions
Support for all forms of rich-media
46. Why is Mobile Important?
A tale of 4 personas
Commuter Culture
– Heavy mobile video consumption due to lifestyle/cultural norms (e.g.,
Japan, Korea)
First Screen
– Emerging markets where mobile phone is first & only screen;
willingness to pay per video (e.g., India, SE Asia, Lat America)
Gap Filler
– Advanced markets where mobile phone simply fills gaps that TV and
laptop leave behind (e.g., US)
Tablet Mania
– Tablets bypass phone and even laptop as portable device of choice for
video (e.g., most affluent)
47. Why is Mobile Important?
US Market Size
US Market Size (Source: eMarketer)
$1,200 1128M
$1,000
$800
In Millions
548M Advertising
$600
PPV
$400
Subscription
$200
$0
2010F 2013F
Most revenue from Subscription and PPV (in the US)
Advertising is expected to grow most rapidly
48. Why is Mobile Important?
Monetization - Subscription & PPV
In US Market
– Premium content offered by carriers, MobiTV, MLBTV,
etc.
– While largest revenue opportunity, limited to only the
highest-quality, branded content
– Content Apps
In Emerging Markets
– Metered data plans allows for direct video
monetization, shared by carrier & content provider
– Both subscription & PPV models also very popular for
basic video access (not limited to premium, high-
quality content)
49. Why is Mobile Important?
Monetization - Advertising
Mobile video advertising is growing rapidly, for varied content
types (not just premium content)
• 36% growth in mobile video advertising during Q1 of 2011 according to
Rhythm
• Mobile advertising spend will double in the coming year and lead sector
growth according to Garner Reports
Ads inventory and Ad services are picking up quickly
50. Planning Your Mobile Strategy
Important Considerations
Content
– Full content? Preview only?
– Cannibalization of other channels (online/broadcast)?
Viewers
– App or Mobile website?
– How do make content go viral?
– Where can I distribute?
Revenue
– Revenue item in itself or supportive material?
– Paid or ad-based?
– PPV or Subscription?
Technology
– Diversity of devices, OS, playback technology , video codec, Ad formats
51. Planning Your Mobile Strategy
Mobile web vs. Apps web
Mobile web is for all
– Visitors: Random visitors, search results
– Monetization: Ads
Apps are for some
– Visitors: Loyal fans
– Monetization: PPV,
Subscription, Ads
52. Which content works best on mobile?
Time Sensitive
– Sports, News
Location Sensitive
– Informative
Music Video
Premium (Better on Tablets)
Short form/ Long form
53. Checklist (Mobile Video)
Is Content Suitable
Business Model
Supported Devices
Monetization (Y/N)
– PPV, Ads
Distribution Model (Viral: Y/N)
– Search
Tracking
Technology, Solution
– App, Browsing
Video Management & Delivery
54. Kaltura Mobile/Tablet Solutions
Multi-bitrate, Multi-device transcoding
Central management across all devices
Device Detection – single embed code to play everywhere
HTML5 and Flash player stack
– Adaptive Streaming
– Analytics
– Access Control
– Subtitles Support
– Advertising Support
– Single video as well as playlists
Kaltura applications are “Mobile Ready” with device detection
& mobile support by default (MediaSpace, Drupal, LMS)
Ingestion from mobile devices (via email)
SDK for building applications + Community and customer
showcase applications
55. “Content Everywhere” Strategy
Use a video platform that handles the technical complexities behind
the scenes and allows you to manage once, and show everywhere.
Direct-to-Consumer
◦ Web (Browser-based)
◦ Mobile (HTML5)
◦ Over-the-top
B2B
◦ Player syndication
◦ Distribution
58. WOWZA MEDIA SYSTEMS
Any Screen Done Right™
Dave Stubenvoll, CEO & Co-founder
Strategies for Delivering Video to Tablets and Mobile Devices
July 7, 2011
59. Agenda
Confidential
• Who is Wowza Media Systems?
• Mobile delivery challenges & considerations
• Delivery models – pros & cons
• Success examples
60. Who is Wowza Media Systems?
Confidential
• Media streaming software company
• Been in business for 5 years
• Tons of practical any-screen experience
62. Confidential
Mobile Challenges
Inconsistent Protocol/Platform Support
HLS
= Support varies by OS release, device.
63. Confidential
Mobile Challenges (cont’d)
Not All Devices Are Created Equal
• Processing power
• Decoding profile support
• Screen Resolutions
• Screen size
64. Other Considerations
Confidential
• VOD vs. Live
• Bandwidth variability – adaptive bitrate (ABR)
• Content protection
• Monetization
• Cross-device user experience
• Any-screen delivery beyond mobile
66. Delivery Options (cont’d) Confidential
Unified Any-Screen Media Platform
RTMP/HTTP
Live Transcoder
MPEG-TS
Network DVR
Smooth
RTMP
DRM
RTSP/RTP RTSP/RTP
VOD
HLS
Media Cache
Single & ABR WebM
HTTP
NFS/AFS MPEG-TS
Unified Media Server
67. Confidential
Success Example
Swisscom TV air
Harmonic
ProStream 4000 RTMP/HTTP
MPEG-TS
Smooth
RTSP/RTP
HLS
Unified Media Server
Network
• 200,000+ subscribers
• 50+ live channels, 21 PPV channels & 70 radio stations
• 20x traffic increase from predecessor mobile service
• Lowered subscription price by 40%
• First in Switzerland to offer Windows® Phone 7 TV service
68. Confidential
Success Example
RTE News Now
MPEG-TS RTMP/HTTP
RTSP/RTP
HLS
Unified Media Server
Network
• Ireland’s National Broadcaster
• iPhone, iPad and Android News Now and radio apps
• Live TV and radio on web portal
• Global access
69. Confidential
Success Example
United Methodist Church of Resurrection
RTMP/HTTP
RTSP/RTP
HLS
Unified Media Server
Network (on Amazon® EC2)
• Grew online viewership from 200 to 3500 in 2 years
• 15% of parishioners attend weekly services online
• 20% membership increase due to online attendance
• iPhone/iPad, Android, Blackberry and Roku set-top support
70. Wowza: Any Screen Done Right™
Confidential
Thank You!
Dave Stubenvoll, CEO & Co-founder
dave@wowzamedia.com
www.wowzamedia.com
72. Q&A AJ McGowan
CTO
Unicorn Media
Anthony Iaffaldano
VP of Marketing, Americas
KIT digital
Dr. Michal Tsur
President & Co-founder
Kaltura
David Stubenvoll
Chief Executive Officer/Co-Founder
Wowza Media Systems
73. Please use the same URL you used to view today’s live event
for the archive event, plus we will be sending you a follow-up
email with that URL once the archive is posted!
74. Thank you for participating in
today’s web event
Just by attending this event you could win this
Apple TV
Winner to be announced July 29th