Telstra unveils fresh digital content media services

Telco's new video online video delivery and digital content optimisation and analytics offering come off the back of its Ooyala acquisition and Akamai partnership

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 purchased full control of Ooyala last August for US$270 million.

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Introducing Branch's mobile referrals https://branch.io/referral/

Bruce Ma

How this ecommerce upstart is building its brand proposition

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

Good afternoon,This is a complaint of the process of refunds which does not comply with Australian legislation. Despite a exhaustive req...

shiree Gilroy

Catch Group combines commercial and marketing role

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in