This series of posts is geared to provide insight into our strategy, and will touch on one of the six basic approaches to remaking market boundaries. Look Across Time – Video is Rapidly Becoming Mainstream, Everywhere
All industries are subject to trends that affect their businesses over time. Looking at these trends with the right perspective can lead to blue ocean opportunities. The biggest trend is the shift of the last 10 years has been collapse of the ‘industrial media complex’ and the democratization of media creation and distribution. This has meant a shift in power to the owners of good content and away from the limited distribution paths of the past. And today anyone can be a content creator. The owners of newspapers, magazines, radio and television are no longer the gatekeepers of information and everyone, and every company, has the ability to connect directly with the audiences that matter to them.
What is more, the means of communication is changing, the silos of text, sound and pictures are collapsing and we’re seeing the rise of transmedia with video being very much at the forefront and acting as a catalyst to engagement and further action. These technological advancements in the creation and distribution of content have shifted the job for communicating from the hands of few to the function of many. It is no longer possible to have a marketing department pay for TV, radio and print and call it a day. That system worked up to a point, the point of no longer being ignorant of the facts. As John Wanamaker is famous for saying:
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”
As companies struggle to become more like media companies they evolve from basic web publishing of text and images to the embrace of video. It is important to remember that YouTube is not yet ten years old and we are still struggling with a myriad of issues to make video play nicely across all devices, and that those are just the basics. We are entering a time when media customers are beyond experimentation, in fact there is now a keen awareness that their businesses are dependent on their ability to growth digitally and make money by connecting people directly to content, or to goods via the information in the content.
Kaltura's mission is to power any video experience. Our wide array of video solutions are deployed globally across thousands of enterprises, media companies, service providers, and educational institutions, leveraging video to teach, learn, communicate, collaborate, and entertain.