Posts tagged "Flash Access"

The formula for online video monetization

Most people will tell you that there is no standard formula for monetizing video online. I beg to differ, and here is what I think is an actionable formula:

M=R*(A+C)^E

I know, at first sight it reads like “miracle”, but I don’t think it takes a miracle to monetize video online. Here’s what the formula is trying to say:

Effective Monetization requires combining broad Reach with the right balance between Access and Control to offer a compelling user Experience.

The first variable, Reach, is an easy one to achieve: use Flash. It runs on over 98% of Internet-connected computers world-wide (PCs, Macs and Linux.) It is used for over 75% of video on the web. And the Flash Platform continues to evolve, with new versions being rolled out not just on desktops and laptops, but also tablets and smartphones (just not the ones you’re thinking of.)

Flash can also help you create a great user Experience, by enabling the development of rich, interactive applications and the use of dynamic streaming to adjust to changing bandwidth conditions.

That leaves the part about balancing Access and Control. All monetization strategies, whether it’s advertising, subscription (buzzword of the month: paywall), rental or electronic sell-through need some of both. Going too far in either direction is just not profit-maximizing.

And this is where content protection technologies such as Flash Access come in. By limiting unauthorized copying and redistribution and enforcing usage rules to support their business model, content providers can use Flash Access to help protect investments in content and technology. When used correctly, the vast majority of consumers won’t even notice that the content is protected in the first place.

F

DECE Adopts Adobe Flash Access

The Digital Entertainment Content Ecosystem (DECE) has selected the upcoming Adobe® Flash® Access software as one of the approved content protection solutions required for premium video.

Adobe is a DECE Founder, and there are over 45 companies from every industry involved in digital media participating in this effort. In case you haven’t heard of DECE before, it is a consortium of leading technology vendors, content providers, consumer electronics companies, and service providers working to enable improved consumer access to entertainment content.

I’ve been spending a lot of my time over the last year or so working in DECE with representatives of these various companies, so it was great to be able to announce a number of key milestones today. Adobe is pleased to contribute to the creation of a vibrant ecosystem that makes possible new ways to connect users with premium content. DECE’s adoption of Adobe Flash Access will vastly expand the reach for DECE content and generate new revenue streams for participants.

Flash Access software will allow retailers and content owners to utilize the Flash Platform to reach hundreds of millions of devices in a short period of time, enabling compelling end-user experiences. DECE’s approval also signals broad studio support for this technology.

If you follow this blog, you probably already know that the Adobe Flash Platform is a complete system of integrated tools, frameworks, clients and servers for the development of Web applications, content and video that runs consistently across operating systems and devices.

Adobe Flash Access 2.0, a key component of the Adobe Flash Platform, is a scalable, flexible content protection solution that enables the distribution and monetization of premium content. Flash Access 2.0 provides a way to combine the unprecedented reach and interactivity of the Adobe Flash Platform with robust security and flexible usage rules so that businesses can enforce necessary constraints, such as limiting viewing to a given rental period or set of devices.

As announced last year, content protected with Flash Access 2.0 will play on the upcoming version of Flash Player. Adobe Flash Player is on over 98 percent of connected computers and delivers approximately 75 percent of Web video worldwide. Major broadcasters and media companies including Hulu, Warner Brothers, MLB.com, and DirecTV use the Adobe Flash Platform, which also powers the popular social media sites YouTube and MySpace.

CES 2010 and beyond

With 2009 winding down, Adobe is taking a breather this week. The Flash Media team is recharging batteries for what I expect will be an up year for the industry.

Several emerging trends and industry initiatives point to increased distribution and consumption of premium video online. The challenge for this year will be to find effective ways to monetize all this great content, be it via subscription, electronic sell-through or advertising.

The upcoming commercial release of Flash Access will help bring some of the highest value content to the Flash platform, including support in Flash Player 10.1 and Adobe AIR 2.0, while also enabling new business models.

Stay tuned for additional details next week. I’ll be at CES, and judging from the number of meetings there seems to be great interest in the product and the overall platform. Then it’s back to Vegas the following week for DECE meetings.

On a more personal note, my New Year’s resolution is to become a better tweeter (you can follow me @florianadobe.) We’ll see if this one fares better than last year’s gym membership.

Florian

Flash Access at Streaming Media and FMS User Group

We’ve been busy working on getting Flash Access ready for release in the first half of next year, while educating people about the product.

I presented last week at Streaming Media West, and got some really good questions from the audience, as well as a lot of interest in what we are doing around protected HTTP streaming.

If you are interested in a webinar/presentation, I will be talking with the FMS User Group on December 3, 2009 from 9:00 to 10:00 AM PST. I will cover the role of content protection in monetizing video content, as well as Adobe’s product roadmap in this space.

Anyone who can’t make the call should feel free to take a look at our whitepaper.

F

Flash Access at MAX

If you’re a longtime Adobe/Macromedia follower, you’re probably familiar with MAX, our annual conference, which this year is in LA starting on Monday. Whether you’re a long-time attendee or just hearing about it for the first time, there will be a lot of very cool stuff being shown at the conference, and that of course will include Flash Access, the upcoming version of our content protection solution that we announced last month at IBC.

There are always exciting announcements at MAX, and this year will be no exception. If you’re not attending, stay tuned for media reports/blogs/tweets. If you happen to be there, you’ll get a chance to hear about it first hand. Moreover, I’m told that this year the Flash Media Camp is the biggest it’s ever been, so if that’s your area of interest you won’t be disappointed.

Although I’m relatively new to Adobe (just under a year), a lot has happened since I joined. We’ve made great progress in rounding out our content distribution offerings, making the Flash Platform the ruling leader for video on the web. With the enhancements we are making in content protection, we can help content owners and publishers of premium commercial content monetize video online, creating engaging user experience whether for streaming or download, using Flash Media Server or HTTP, and playing back content on Flash Player or Adobe AIR.

In fact, that’s the topic for my presentation on Tuesday at 4:30 PM — Monetizing Premium Video Content on the Flash Platform [shameless plug]. If you’re interested in content protection on the Flash platform, that’s the place to be, stop by and say hi after the session… and if you can’t be there, you may learn about it in real-time on tweeter (search #adobemax261).

See you in LA.

Florian