Interactive Panel: “Are you ready for mobile video revolution?”
Johannes Jauch, Axinom’s CTO, provided some very intriguing thoughts during the interactive panel session at NAB Show in Las Vegas.
When asked is the mobile video revolution here to stay, Johannes pointed out that the catalyst for this revolution is clear: Simplicity. Simplicity is about content, context and convenience. If an app is complex or difficult to use; it will be deleted. If an app does not provide the right content at the right time; it will not be useful and will be deleted.
Simplification of integration, security and scalability frees time and money for what matters most: Innovation. Simplified back-end integration will also enable third-party apps developers to focus on delivering value to mobile users through innovative front-end capabilities.
Interactive panel discussion “Are you ready for mobile video revolution?”, NAB Show 2016
Scalable backend infrastructure
The new mobile video offerings must replicate the consistent high-quality TV viewing experience. To achieve this the service providers must deploy robust delivery platforms that can adapt to different technologies and business models and bring content seamlessly to all screens. “Content Is King” proved to be true for content providers but having the ability to manage the content properly and to deliver mobile video to the growing number of client devices in the best possible way turned out to be equally important.
Following this trend Axinom also decided to move step forward and create a media template for Axinom CMS . This template allows media agencies and service providers to build the next generation of platforms and customers solutions for management and delivery of premium live and on-demand video.
Johannes mentioned that as the industry heads into 4K territory, we need to start considering new technologies in the area of compression for mobile video to keep moving forward. Helpful read in this regard is the current study published by StreamingMedia:
The State of Video Codec 2016
However, not only the video encoding standards will change – the next generation of mobile transport technology, 5G, is beginning to take shape. The demand for high quality mobile video has grown hand in hand with the continuing proliferation of smartphones and tablets. At the same time over the top content providers like YouTube and Netflix have also enjoyed rapid growth. The commercial opportunities LTE Broadcast presents are huge. Sports fixtures, like the Verizon Superbowl proof of concept, are ideal examples of delivering an enhanced user experience at a major event.
Multi DRM is the answer
Johannes emphasised the importance of content protection. Increased availability of a broader range of consumer devices, featuring different hardware and OS versions, already caused a high demand for the content protection. As the media and entertainment industry moves beyond HD, introducing 4K/UHD and higher resolutions, robust security becomes even more important, especially for premium Hollywood content.
Client device platforms like TVs, PCs, tablets and smartphones in many cases work best with the respective platform’s native DRM technology. At the same time, using a non-native DRM system on client platforms often leads to subpar user experience and even may incur additional licensing costs. Axinom DRM as a multi DRM service in the cloud solves this out-of-the-box. The old promise of ‚protect once, deliver everywhereʻ finally holds true.
When asked about the trends at NAB Show Johannes pointed out that with more avenues for content consumption than ever before, there is no shortage of ways for content owners, creators, and brands to reach their audiences on a global scale. There is no doubt that High Dynamic Range (HDR) and VR/360 will dominate discussions at NAB but he also believes that IoT with sensors and geolocation services will become a wide used technology sooner then we might expect.