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The First Screen
- 1. 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
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- 2. 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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- 3. 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
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 4. MOBILE VIDEO IS TAKING OFF
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
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 5. MOBILE VIDEO IS TAKING OFF
EARLY DAYS
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 6. MOBILE VIDEO IS TAKING OFF
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
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 7. IPAD CASE STUDY
ABC
10 DAYS AFTER IPAD LAUCH
205,000 APP DOWNLOADS
605,000 TV SHOWS WATCHED
Source: Wall Street Journal
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 8. 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
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 9. WHICH PLATFORMS ARE IMPORTANT?
WEB - WEB BROWSER
NATIVE - APP STORE
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 10. 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
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 11. 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
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 12. APPLE VS. ADOBE
WILL THE H264 STANDARD SUBSTITUTE FLASH?
FLASH VIDEO IS IN HEAVY DECLINE
H.264 IS THE STANDARD ON THE WEB
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 13. APPLE VS. ADOBE
WILL THE H264 STANDARD SUBSTITUTE FLASH?
H.264 is exempt from royalties until 2016...
After 2016?
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 14. 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
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 15. 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!!
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 16. 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
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 17. 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
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 18. 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!
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 19. IPHONE AS A PRODUCTION TOOL
MOBILE RECORDING
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 20. 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
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 21. 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.
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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Tuesday, July 6, 2010
- 22. 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.
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 23. INTRODUCING BROTHER LION
THE GANG IN THE BLUE MOUNTAINS, JAMAICA
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 24. INTRODUCING BROTHER LION
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
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 25. INTRODUCING BROTHER LION
ACAPELLA VERSION “NOT BECAUSE I AM POOR”
SEE IT ON WWW.BROTHERLION.COM
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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Tuesday, July 6, 2010
- 26. INTRODUCING BROTHER LION
ACAPELLA VERSION “NOT BECAUSE I AM POOR”
SEE IT ON WWW.BROTHERLION.COM
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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Tuesday, July 6, 2010
- 27. INTRODUCING BROTHER LION
PRODUCED VERSION “NOT BECAUSE I AM POOR”
SEE IT ON WWW.BROTHERLION.COM
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 28. INTRODUCING BROTHER LION
GO TO WWW.BROTHERLION.COM
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 29. INTRODUCING BROTHER LION
GO TO WWW.BROTHERLION.COM
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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Tuesday, July 6, 2010
- 30. INTRODUCING BROTHER LION
GO TO WWW.BROTHERLION.COM
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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Tuesday, July 6, 2010
- 31. INTRODUCING BROTHER LION
GO TO WWW.BROTHERLION.COM
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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Tuesday, July 6, 2010
- 32. INTRODUCING BROTHER LION
GO TO WWW.BROTHERLION.COM
THE FIRST SCREEN: PROVIDING A SCALABLE VIDEO PLATFORM
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- 33. THANKS!
Steve Hulford @hulford
Filemobile @filemobile
www.stevehulford.com
steve@filemobile.com
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