In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Telstra has taken the wrappers off two new digital media solutions based on its recent acquisition of video platform and analytics provider, Ooyala, and strategic partnership with content delivery vendor, Akamai.
The new Online Video Solution combines Ooyala’s video publishing and analytics technologies with a number of Telstra’s existing services and is aimed at simplifying the video content distribution to Web, mobile and social channels. Content can be delivered live or on-demand, while the analytics capabilities will help to optimise viewer engagement and ad placement in near real time, Telstra said.
Telstra’s executive director of global products and solutions, Philip Jones, said the Online Video Solution will give its customers one flexible and scalable online content mechanism.
“As the world’s third for mobile and social media-ready video content continues to grow exponentially, so too does the desire for a more personalised and higher quality viewing experience,” he said. “With the new Online Video Solution, users have access to one flexible and scalable solution – whether it’s in a marketing context or ad-funded business model – that helps ensure success in the online content market.”
The second offering launched by Telstra last week was Content Delivery, a scalable platform that unites optimisation and security technologies to help improve online service and website performance for end users. The offering is based on a new partnership struck between the telco giant and Akamai.
“For the majority of our customers, success online has become critical,” Jones commented. “From ecommerce and financial services, to media and Web content, companies doing business online face numerous challenges.
“The new content delivery platform will help our customers drive more secure, higher-performing experiences for end users that can adapt based on Internet conditions, device type and peak demands.”
Telstra said the two new digital media solutions expanded its capabilities significantly and demonstrated its ambition to tackle digitally-driven customer needs. Jones pointed to the recent 10-year partnership with Racing Victoria around thoroughbred broadcasting as an example of where the breadth of capabilities will now be used.
The 10-year deal, which kicks off from early next year, sees Telstra deliver an end-to-end connectivity service for broadcast, media and data services and will allow Racing Victoria’s 24 racecourses to deliver multiple broadcast feeds as well as include data into broadcast streams.
“It’s a new model, integrating capabilities from the Telstra digital video network, Ooyala and Chief Entertainment, is one of the first of its kind in Australia and demonstrates a truly disruptive approach to sports broadcasting,” Jones said.
The latest announcements also follow the telco’s recent decision to acquire broadcasting media services player, Globecast Australia, in March. Globecast provides direct to home satellite transmission and IPTV managed services, IP streaming and encoding, global satellite monitoring and disaster recovery.
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