Posts tagged "Project Primetime"

CES: TV Everywhere Becoming a Reality in 2013

As we embark on a new year, we’re excited to see more and more “TV Every­where” expe­ri­ences com­ing online. With Adobe Pass, our Emmy Engi­neer­ing award-win­ning authen­ti­ca­tion ser­vice and a key com­po­nent of Adobe‘s Project Prime­time, we are work­ing closely with our part­ners to make it eas­ier for mil­lions of con­sumers to access their pay TV con­tent across devices.

Adobe Pass is now sup­ported by more than 150 pay TV oper­a­tors cov­er­ing nearly 98 per­cent of all pay TV house­holds in the U.S. Given the cur­rent adop­tion rate, we antic­i­pate all major TV shows will be avail­able through a TV Every­where expe­ri­ence in the next two years.

We’re thrilled that A+E Net­works just launched its first iPad apps, pow­ered by Adobe Pass, for three of its net­works: A&E, HISTORY and Life­time. These three net­works bring to iPad users their broad­cast con­tent, includ­ing pop­u­lar TV shows like Stor­age Wars (A&E), Pawn Stars (HISTORY) and Project Run­way (Life­time). Addi­tion­ally, Com­cast cus­tomers can access exclu­sive con­tent across all three apps. With three new A+E apps now live, more than 55 sites and mobile apps are now pow­ered by Adobe’s authen­ti­ca­tion ser­vice. TV pro­gram­mers work­ing with Adobe include NBC, Fox, Dis­ney, ESPN, Car­toon Net­work, MTV, TNT, CNN, Scripps, Pac12, NFL Net­work, The Hall­mark Chan­nel, Uni­vi­sion, and many oth­ers.

We’re excited about the pipeline of new TV Every­where apps com­ing online in 2013 – bring­ing con­sumers a dig­i­tal liv­ing room expe­ri­ence on the go. Stay tuned for some major updates between now and The NAB Show.



Adobe Pass and TV Everywhere Live From The Emmys

Adobe accepted an Emmy Engi­neer­ing Plaque for its Adobe Pass TV Every­where tech­nol­ogy tonight at the 64th Prime­time Emmy Engi­neer­ing Awards in LA. This award rec­og­nizes Adobe’s out­stand­ing engi­neer­ing achieve­ments in the advance­ment of TV Every­where across the indus­try.

Adobe's Joel Huff and Todd Greenbaum celebrate at the Emmy Awards with Mike Wise from Turner Broadcasting.

Adobe’s Joel Huff and Todd Green­baum cel­e­brate at the Emmy Awards with Mike Wise from Turner Broad­cast­ing.

In addi­tion to this win, we are excited to announce that Starz, Encore and Movieplex are the lat­est part­ners to use Adobe Pass. More than 25 top TV pro­gram­mers now deliver pay-TV con­tent through 45 sites and apps across con­nected devices using Adobe’s authen­ti­ca­tion ser­vice. Check out the video below, which was shown at the award cer­e­mony tonight. Thanks to our friends at Turner and CNN, for show­ing your sup­port!

Adobe Pass Earns Primetime Emmy Engineering Award

We’re thrilled to announce that Adobe Pass, Adobe’s TV Every­where solu­tion, will be hon­ored by The Acad­emy of Tele­vi­sion Arts & Sci­ences and pre­sented with an Emmy Engi­neer­ing Plaque, a recog­ni­tion for out­stand­ing engi­neer­ing achieve­ments for emerg­ing tech­nolo­gies, at the 64th Prime­time Emmy Engi­neer­ing Awards on Octo­ber 24th. The Acad­emy is rec­og­niz­ing Adobe for its con­tri­bu­tion to drive TV Every­where adop­tion across the indus­try.

Adobe Pass, a key com­po­nent of Adobe’s Project Prime­time, has become the indus­try leader in TV Every­where tech­nol­ogy in less than two years and is now sup­ported by more than 150 US oper­a­tors as they deliver hun­dreds of mil­lions of authen­ti­cated streams for major live events such as The Olympic Games, March Mad­ness, Euro Soc­cer Cup, NBA Play­offs and live news cov­er­age via mobile apps from pro­gram­mers like CNN. Lead­ing media com­pa­nies includ­ing Via­com, NBCU, Fox, Dis­ney, ESPN, Car­toon Net­work and Scripps Net­works depend on Adobe Pass for viewer authen­ti­ca­tion across more than 40 live sites and apps across desk­tops and mobile devices today.

Approx­i­mately 98 per­cent of pay TV house­holds in the U.S. are now able to view TV con­tent via the Adobe Pass authen­ti­ca­tion ser­vice and con­sumers are push­ing TV Every­where adop­tion to an all-time high. Given the track we are on, we expect every major TV show to be avail­able via a TV Every­where app within the next two years. Thanks to all our part­ners who helped make Adobe Pass a great suc­cess and a key dri­ver for the trans­for­ma­tion of the TV indus­try as we know it today!

Live from Amsterdam, Adobe Project Primetime at IBC

Greet­ings from IBC, one of the largest con­fer­ences glob­ally focused on broad­cast pro­fes­sion­als and the tech­nolo­gies that sup­port them. Check out Adobe’s live cov­er­age of the event.

We’re con­nect­ing with Euro­pean broad­cast­ers and pay TV oper­a­tors to dis­cuss Project Prime­time — what it is, how it ben­e­fits media com­pa­nies in indi­vid­ual mar­kets, and what we’ve learned since launch­ing the project ear­lier in 2012.

Speak­ing with cur­rent Adobe cus­tomers and part­ners, it’s clear that there’s a need in the mar­ket­place for a uni­fied tech­nol­ogy stack that inte­grates video con­tent pub­lish­ing, ad serv­ing, and ana­lyt­ics. There’s just too much device frag­men­ta­tion and too much com­plex­ity through­out the ecosys­tem today. Adobe is work­ing to address key indus­try pain points.

It’s also clear that many ven­dors are jump­ing on the “any con­tent, any device, any­time, any­where” band­wagon — nearly every tech­nol­ogy provider at the con­fer­ence seems to be offer­ing an “end-to-end solu­tion” that deliv­ers on this promise. I’m not cer­tain what most of these folks are actu­ally capa­ble of exe­cut­ing today, but I do know that Adobe is uniquely posi­tioned to con­tinue inno­vat­ing in media, with indus­try-lead­ing prod­ucts across the entire value chain — from pre-pro­duc­tion to post-pro­duc­tion, and across stream­ing, ad deci­sion­ing, ad inser­tion, data man­age­ment and mea­sure­ment.

That’s a jar­gon-heavy way of say­ing that Adobe gets it, that we’re try­ing to solve the big prob­lems.

If you hap­pen to be at IBC this Sun­day, please drop by our booth in Hall 7 to learn more about Project Prime­time. We’re also host­ing an invi­ta­tion-only event on Sun­day, Sep­tem­ber 9, where you can learn more about Adobe’s role in pow­er­ing the 2012 Sum­mer Olympics for both NBC Sports and the BBC — please reg­is­ter if you’d like to attend.

In the video below, and accom­pa­ny­ing videos from the show, Adobe dis­cusses Project Prime­time, tack­ling major indus­try chal­lenges and recent part­ner wins.

What is Adobe Project Primetime? with David DeVisser

Please join AMSUG’s guest speaker, David DeVis­ser, as he teaches us about the com­po­nents, prod­ucts, and ser­vices behind Adobe’s Project Prime­time. DeVis­ser will decon­struct cus­tomer inte­gra­tions, such as, the BBC’s Olympic 2012 cov­er­age. Come dis­cover how Adobe Media Server 5 enables Project Primetime’s broad­cast work­flow and deliv­ers to desk­tops, devices, and dig­i­tal home.

Our speaker will also cover Media Server and Access pro­duct nam­ing updates, and what they mean for Adobe’s strat­egy. DeVis­ser will com­pare Adobe Media Server’s built-in con­tent pro­tec­tion ver­sus Adobe Access. In clos­ing, this ses­sion will explain Adobe’s lat­est run­time strat­egy related device sup­port and the plans for the con­tin­ued suc­cess of dig­i­tal media deliv­ery. David will answer mem­ber ques­tions dur­ing the live Q&A ses­sion – this meet­ing is not to be missed!

Title: What is Adobe Project Prime­time? with David DeVis­ser

Date and Time: Octo­ber 16, 2012 10:00 AM – 11:00 AM (GMT-7 Moun­tain Time US & Canada)

Call-in Details: Please join meet­ing via Adobe Con­nect link here


David DeVis­ser,Prin­ci­pal Archi­tect, Adobe Dig­i­tal Media Alliances

David DeVis­ser has been with Adobe since 1998. DeVis­ser remem­bers the event that marked the next phase of dig­i­tal video deliv­ery – the day John Gay came into the office and announced his lat­est inven­tion, Flash Com­mu­ni­ca­tions Server. Dig­i­tal video deliv­ery has come a long way since then, and our speaker has been there every step of the way! Cur­rently, David’s focus is on sys­tems archi­tec­ture for Adobe’s major media part­ners. He is respon­si­ble for ensur­ing the suc­cess of appli­ca­tions and web­sites pro­duced by the large com­pa­nies that are dri­ven with Adobe’s tech­nol­ogy. DeVis­ser enjoys the chal­lange of man­ag­ing each of his project’s unique needs with his exper­tise in the areas of: encod­ing, pack­ag­ing, dis­tri­b­u­tion, pro­tec­tion, enti­tle­ment, con­tent man­age­ment, and expe­ri­ence design. Please join in on Octo­ber 16th for some great insignt from indus­try spe­cial­ist, David DeVis­ser!

If you want to do some prepa­ra­tion work before the ses­sion, read more about Prime­time on

BBC: “The biggest broadcasting event in our 90 year history”

A blog post from the BBC Direc­tor Gen­eral Mark Thomp­son has paid trib­ute to the Olympian efforts of every­one at the BBC who deliv­ered what he calls “the biggest broad­cast­ing event in our 90 year his­tory” refer­ring of course to the 2012 Lon­don Games.

BBCThe open­ing cer­e­mony entered the record books as the most-watched pro­grams in the his­tory of the BBC, and fig­ures across all 24 chan­nels of sport were aston­ish­ingly high.

While the top ten events took most of the inter­net feeds, 50 per­cent of con­sump­tion was for ‘less pop­u­lar’ events, val­i­dat­ing the BBC’s deci­sion to have all sports, all the time, with rewind and catch-up capa­bil­i­ties.

There was also clear evi­dence of view­ers tak­ing the Olympics with them through­out the day. Look­ing at how peo­ple were access­ing the BBC cov­er­age online, PC usage peaked at lunchtime, mobile peaked after work around 6pm and tablet use was high­est around 9pm. These truly were the world’s first dig­i­tal games.

More inter­est­ing details pointed out by the BBC include:

- The Open­ing Cer­e­mony drew a peak broad­cast audi­ence of 27.1 mil­lion peo­ple (includ­ing the red but­ton), of which 9.2 mil­lion were via the mobile site and 2.3 mil­lion on tablets
— On the busiest day, the BBC deliv­ered 2.8 petabytes, with the peak traf­fic moment occur­ring when Bradley Wig­gins won Gold and it shifted 700 Gb/s
— Chap­ter mark­ing enabled audi­ences to go back to key event moments instantly – receiv­ing an aver­age 1.5 mil­lion clicks per day – 13,000 clicks alone for Bolt’s 100m Final win
— The first week of the games was the most pop­u­lar ever for BBC Sport Online with a total of 34.7 mil­lion browsers 50 mil­lion requests for the BBC Sport’s live video inter­ac­tive streams and more than 106 mil­lion requests for BBC Olympic video con­tent across all online plat­form
— BBC Sport Online’s most requested live video stream was of the Ten­nis Sin­gles Finals, where Andy Mur­ray and Ser­ena Williams were vic­to­ri­ous.

Chang­ing the world through dig­i­tal expe­ri­ences requires a shared vision. By work­ing with the BBC, an orga­ni­za­tion with a man­date to push tech­nol­ogy bound­ariesand intro­duce inno­v­a­tive new ser­vices to its view­ers, Adobe and all the broad­cast part­ners have deliv­ered an incred­i­ble feat of broad­cast engi­neer­ing both online and on devices.

As a pub­licly funded ser­vice, the BBC has deliv­ered tremen­dous value to UK cit­i­zens, not only via tra­di­tional broad­cast, but also through the deliv­ery of the games online and across devices. Adobe, through ele­ments of Adobe’s Project Prime­time, is extremely proud of the role it played in help­ing the BBC deliver its out­stand­ing Olympics cov­er­age and of the deep part­ner­ships formed with the BBC’s Future Media team.

Some nice user com­ments we’ve seen:

I think that I just got a life­times value from my license fee in 2 weeks!! — Mike Thom­sett

I’ve always thought the License Fee was worth pay­ing; now I think that more than ever. The BBC isa credit to Britain and sets the stan­dard to which broad­cast­ers around the world aspire...Thank you BBC, I have fal­len in love with you again — Andrew McNeil

We would like to con­grat­u­late the BBC and its lead­er­ship for the vision, col­lab­o­ra­tion, pas­sion and drive that has set a new bar for broad­cast, extend­ing far beyond what we know today as “tele­vi­sion”. Lon­don 2012 has set the stage for every broad­caster around the world to bring TV con­tent and new dig­i­tal expe­ri­ences online.

Adobe’s Project Primetime Powers BBC’s Coverage of the Olympics

Ear­lier this month, NBC launched two Olympics apps that are pow­ered by Adobe tech­nolo­gies and built on Adobe AIR, Adobe’s Flash run­time for mobile apps.

Today, we’re excited to announce that the BBC is lever­ag­ing key com­po­nents of Project Prime­time in their live and video on demand (VOD) cov­er­age of the Lon­don Games. The con­tent is being deliv­ered through a new, HTML5 app built with Adobe Phone­Gap, Adobe’s tools and frame­work for cre­at­ing cross-plat­form HTML5 apps for smart­phones and tablets.

The BBC employs Project Prime­time to power its cov­er­age of the Olympic Games and other major sport­ing events to mil­lions of mobile and con­nected devices across the UK for the first time in his­tory. Posi­tioned as “the Dig­i­tal Olympics” by the BBC, we are happy to provide some of the core com­po­nents required to deliver on their vision.

Sev­eral Adobe tech­nolo­gies are being used to power BBC’s cov­er­age of the Olympics. Adobe Media Server pre­pares the con­tent in using both the HTTP Dynamic Stream­ing (HDS) for­mat and the HTTP Live Stream­ing for­mat (HLS) to stream live and on demand video across desk­tops, con­nected TVs and iOS devices. Adobe Media Server is also used as a video origin to feed video across con­tent deliv­ery net­works to meet capac­ity require­ments.

Primetime-screenshot2To ensure an unin­ter­rupted view­ing expe­ri­ence, Adobe worked closely with the BBC to provide adap­tive bitrate video play­back tech­nol­ogy built using the Open Source Media Frame­work (OSMF) that we have updated to ensure that video re-buffer­ing or stream dis­rup­tions are lim­ited as the video leaves the broad­cast cen­ter and reaches the con­sumer device.

Prime­time High­lights will also be used to power the rapid con­ver­sion of live video to on-demand clips. This allows audi­ences to expe­ri­ence inter­est­ing moments through­out the games, even if they can­not watch it live. Prime­time High­lights can ingest pre-encoded video streams and quickly re-assem­ble them into clips with full adap­tive bitrate sup­port and made avail­able to the audi­ence quickly. This tech­nol­ogy has been com­pletely inte­grated into the BBC’s data man­age­ment flow, so the video expe­ri­ence will be sup­ported by syn­chro­nized data about the sport and the ath­lete.

A Digital Video Inflection Point

Over the past few weeks, I’ve had the oppor­tu­nity to speak about the dig­i­tal video land­scape at con­fer­ences with BeetTV, VideoNuze, and Bright­cove, and I wanted to share some obser­va­tions.

helfand_brightcove-1024x768Dig­i­tal video is expe­ri­enc­ing an unprece­dented out­pour­ing of atten­tion, inno­va­tion and cre­ative energy. Even with the chal­lenges that come with any emerg­ing busi­ness oppor­tu­nity, there are many rea­sons why dig­i­tal video is at an inflec­tion point and poised for extra­or­di­nary growth. Here are five:

1. Con­sumer behav­ior is chang­ing in fun­da­men­tal ways. Indi­vid­u­als are being empow­ered with devices, like tablets and gam­ing con­soles, which offer the abil­ity to more eas­ily con­sume media. Over three-quar­ters of US adults will watch video monthly by 2014, and pro­fes­sional con­tent con­sump­tion is cur­rently grow­ing at three times that of user-gen­er­ated con­tent. Mar­kets respond to con­sumer-led trends, and this one shows no sign of slow­ing down.

2. The crit­i­cal path items for dig­i­tal video are known. Recently one of the largest global media com­pa­nies told us that they employ five engi­neers for mobile video deliv­ery for every one engi­neer they employ for desk­top video. That 5-to-1 ratio isn’t scal­able or sus­tain­able. While all crit­i­cal path items are not yet solved, hur­dles, like device frag­men­ta­tion, improv­ing user expe­ri­ence, and devel­op­ing bet­ter met­rics to buy and prove the value of video adver­tis­ing are being tack­led actively.

3. Mon­e­ti­za­tion pos­si­bil­i­ties are evi­dent and evolv­ing. In a recent sur­vey, con­sumers between the ages of 15 and 24 — tomorrow’s main­stream — were the most likely to engage with dig­i­tal video adver­tis­ing, sug­gest­ing that indi­vid­u­als are grow­ing increas­ingly com­fort­able with ads while watch­ing TV on desk­tops and devices. Dig­i­tal video ad loads are still small rel­a­tive to TV, point­ing to a mon­e­ti­za­tion mul­ti­plier effect as more pro­fes­sional con­tent comes online. A recent study also shows the grow­ing pop­u­lar­ity of paid media con­sump­tion on tablets: 18% of con­sumers use tablets for view­ing paid video con­tent, up from 11% a year ago. We are head­ing toward a per­fect storm of mon­e­ti­za­tion oppor­tu­nity.

4. Major pro­gram­mers and oper­a­tors are lean­ing for­ward. Large media com­pa­nies are moti­vated by con­sumers’ desire and abil­ity to access con­tent in new ways, and are respond­ing with inno­v­a­tive tools like the Xfin­ity App for iPad. For sev­eral major upcom­ing sport­ing events, you¹re going to see cre­ative part­ner­ships between broad­cast­ers, dis­trib­u­tors and Adobe that allow view­ers to access con­tent (live and VOD) across dif­fer­ent plat­forms and device types.

5. Adver­tis­ing Fol­lows Engaged audi­ences – and Dig­i­tal Video Engages. Pro­pri­etary research from Adobe Audi­tude shows that mid-roll video ads, the most engag­ing com­mer­cial posi­tion, eas­ily out­per­form com­ple­tion rates of pre-rolls and post-rolls. With an 87% com­ple­tion rate, mid-rolls are per­form­ing close to 30% bet­ter. Pro­fes­sional con­tent with engag­ing, TV-like ad expe­ri­ences rep­re­sents tremen­dous oppor­tu­nity. The cre­ative pos­si­bil­i­ties for bet­ter dig­i­tal video and mobile adver­tis­ing expe­ri­ences are end­less, and excit­ing.

To posi­tion Adobe’s cus­tomers on the lead­ing end of these evolv­ing trends, we are thrilled to be con­tin­u­ing our work build­ing Project Prime­time. Adobe’s Project Prime­time helps media com­pa­nies bring their lin­ear, live and VOD con­tent online to any con­nected device with greater rev­enues from ads and sub­scrip­tions. By com­bin­ing Adobe’s stream­ing, pro­tec­tion, adver­tis­ing and ana­lyt­ics tech­nolo­gies, Adobe is in a unique posi­tion to address the most sig­nif­i­cant chal­lenges that will enable the trans­for­ma­tion of dig­i­tal video.

Primetime Simulcast Helps Bridge TV and Digital Ads

We all sense it, and the num­bers sup­port it. By the end of 2014, 200MM U.S. Inter­net users (76%) will reg­u­larly watch video online (source: eMar­keter). Fur­ther, the num­ber of mobile videos viewed by con­sumers has already grown at an impres­sive clip in the last year, and is fore­casted to increase 160% in 2012 (source: Nielsen).

Audi­ences are increas­ingly view­ing TV con­tent on more devices, but broad­cast­ers and net­work oper­a­tors are chal­lenged to evolve their busi­ness mod­els fast enough. Media com­pany cus­tomers tell us every day about their frus­tra­tions attempt­ing to deliver and mon­e­tize con­tent through IP-con­nected devices. Device frag­men­ta­tion, mul­ti­ple stream­ing pro­to­cols, dif­fer­ent encryp­tion meth­ods, dif­fi­culty in insert­ing mid-stream ads, and the need to build play­ers for mul­ti­ple devices all con­tribute to higher-than nec­es­sary oper­at­ing costs and a poor view­ing expe­ri­ence for video audi­ences.

Today, in an indus­try-first, we announced Prime­time Simul­cast as a new advance­ment to Project Prime­time. As media com­pa­nies broad­cast their lin­ear con­tent, Prime­time Simul­cast pro­vides a sin­gle end-to-end work­flow that enables them to simul­ta­ne­ously deliver that same con­tent to con­nected devices every­where while seam­lessly replac­ing ads in the broad­cast stream with dynam­i­cally inserted ads across desk­top, iOS, and Android plat­forms. With this announce­ment, we also unveiled Adobe Media Server 5 and Adobe Access 4 to give media com­pa­nies a sin­gle video pub­lish­ing and DRM work­flow that reaches 98 per­cent of desk­tops and all iOS, Android and con­nected TV devices. In addi­tion, Adobe unveiled the next ver­sion of Adobe Audi­tude to more eas­ily insert and mea­sure online video ads.

As media com­pa­nies deliver on the multi-screen promise to their audi­ences, Adobe is proud to help them increase rev­enue and decrease oper­at­ing costs so that they can build effec­tive busi­nesses in dig­i­tal video and improve the viewer expe­ri­ence. To explain Prime­time Simul­cast fur­ther, Ash­ley Still, direc­tor of pro­duct man­age­ment at Adobe, walks you through the lat­est move for­ward for Project Prime­time and demon­strates how these improve­ments allow media com­pa­nies to advance pro­fes­sional video for pub­lish­ers, adver­tis­ers and con­sumers.

If you’re at the Cable Show and want to see a live demo of Project Prime­time or HLS Stream­ing with Adobe Media Server 5 and Access 4, stop by and see us at Elemental’s booth #2253.

New revenue opportunities for media companies and advertisers as similarities between broadcast and digital video advertising grow

Today, at the NAB Con­fer­ence in Las Vegas, we released a study high­light­ing key trends in online ad engage­ment and mon­e­ti­za­tion within dig­i­tal video con­tent. Among sev­eral impor­tant insights, strong user ad engage­ment across con­nected devices shows that online video ad view­ing within pro­fes­sional con­tent mir­rors that of tra­di­tional broad­cast tele­vi­sion.

Online mid-roll ads, which are much like tra­di­tional TV com­mer­cial breaks, out­per­form pre-roll ads by almost 30 per­cent, sug­gest­ing that view­ers are engaged by a more TV-like ad expe­ri­ence online. Sim­i­larly, more than 5 video ads are served dur­ing long-form, pro­fes­sional con­tent. Judg­ing by the 70 per­cent com­ple­tion rate of these ads, view­ers are more will­ing to watch ads through their entirety in exchange for the pro­fes­sional con­tent they desire. Live con­tent con­tin­ues to drive higher engage­ment rates, at 85 per­cent, when com­pared to video-on-demand con­tent.

The next five years will bring a dra­matic shift in the media land­scape affect­ing all con­stituents – con­sumers, media com­pa­nies and adver­tis­ers – as dig­i­tal video view­ing habits evolve, par­tially dri­ven by the pro­lif­er­a­tion of con­nected devices. Nearly 100 mil­lion adults, 48 per­cent of all adult inter­net users, will use an inter­net con­nec­tion to watch TV pro­grams in the next three years. Over the same period of time, two-thirds of the world’s mobile data traf­fic will be video, and serv­ing ads into mobile video will become a crit­i­cal rev­enue oppor­tu­nity for pub­lish­ers. From a video adver­tis­ing per­spec­tive, this report showed engage­ment with TV-like ads on mobile devices had the high­est engage­ment rates at 94%.

The results of the report demon­strate the rev­enue oppor­tu­ni­ties for media com­pa­nies and adver­tis­ers as they take greater advan­tage of pro­fes­sional con­tent online. If you are at NAB this week, stop by our booth (2624 South Hall), where we are demon­strat­ing Adobe’s Project Prime­time, our solu­tion for turn­ing lin­ear con­tent into seam­less, TV-like expe­ri­ences across IP con­nected devices by inte­grat­ing Adobe’s pub­lish­ing, adver­tis­ing and ana­lyt­ics capa­bil­i­ties.