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From OVP to EVP: how companies like uStudio are defining the future of the video-centric enterprise.


Five years ago, an online video player platform (OVPP) was the primary tool an enterprise needed to handle most of its video publishing needs. (Within the last few years, OVPP was renamed OVP, dropping the term player. The name was changed but not the product.) During this time, fewer videos were being produced, and those videos only needed to travel to a website or two. Today, however, leading enterprises are increasingly adopting video as the primary medium for all forms of business communications.

Gartner Research projects that by 2016, large companies will stream more than 16 hours of video per worker, per month, up from 10.8 hours in 2012 and 7.2 hours in 2010. That's 45 minutes every day each employee will spend watching business videos.

To handle the sheer volume of video being produced by sales, marketing, customer support, and HR departments, leading companies are looking beyond their traditional OVP solutions to enterprise video platforms, or EVPs. The key difference between OVPs and EVPs is that EVPs take a platform-first approach to video. Whereas OVPs start with a video file and ask "How can I best publish this file into my player?," EVPs start with an organization's business objectives and ask, "What is the best way to deliver a video to the audience, in order to generate maximum productivity gains with the least friction?" An OVP product centers around player-specific bells and whistles, while an EVP product invests in maximizing new video workflows and organizational capabilities such as player frameworks and tools, live streaming, OTT publishing, podcasting, and video conferencing. And perhaps most importantly, an enterprise video platform is precisely that--a platform. It is designed to be built upon and extended with department-specific applications integrated into the processes your business uses. In this way, a platform provides maximum opportunities for enterprise growth, video strategy evolution, and scale.


At face value, the appeal of EVPs is undeniable. Finally someone has developed a way to organize, manage, and deliver all manner of enterprise video assets in all manner of players and destinations in a coherent, unified, end-to-end fashion. If only the enterprises we serve were as coherent and unified as the platforms themselves.

In reality, video workflows and publishing needs across the enterprise are often fragmented, touching a diverse set of technical and non-technical stakeholders who all have differing requirements for what a video solution should deliver. Your marketing team might require a system that allows for lots of different video viewing experiences as well as a way to push video directly inside their existing marketing automation tools. Or they might need a faster way to publish and track video across social media apps or emerging OTT platforms. Your HR team might demand a video-enabled distance learning solution that is private, secure, and accountable. Or they may simply need a way to live stream corporate meetings across several locations around the world.

There are seemingly infinite "publish-view-track" permutations for how departmental teams may need to use video inside and outside of your company. But there is one thing we know for certain: Those needs are sure to evolve and change. The first step in preparing your organization for an EVP is identifying the business processes for which video is core and getting the stakeholders to agree on a set of shared requirements. Here are some of the requirements to consider:

Pervasive Simplicity

Apple products continue to remind us that ease of use and an elegant UI are key to mass adoption and, ultimately, productivity gains. Every aspect of your EVP, from the end user UX to the REST APIs, must be carefully designed and architected in a way that provides simplicity for application users and developers alike.

Utterly Configurable

Let there be no limit to the number of ways in which the platform can be configured to support departmental and company-wide workflows and objectives. Your EVP should be able to publish securely, privately, and publicly, inside or outside of the organization, and should integrate with your existing business systems with minimal investment.

Designed for Change

Acknowledge that your organization's use of video is still nascent so that you invest in smarter "future-proof" tools. OVPs can't give your organization the tools you need to keep pace with things like new video delivery formats, compression and codec standards, the emergence of 4K+, and new devices and destinations.

Highly Agnostic

A platform whose value proposition favors its specific video player, CDN, or even delivery or codec standard is already limiting you. An EVP should be highly modular in its architecture and thus agnostic to whichever player, CDN, storage, destination, or codec your organization needs to use. And you should have the freedom to swap these departmentally or as needed.

Video Accountability

In today's digital era of transparency and accountability, one would assume that video ROI is easy to measure. In reality, it's harder than it looks. Thanks to the quantity and diversity of places where video travels and is consumed, measurement and analytics are fragmented. Sometimes, the data is hidden or you receive partial information. A good EVP solves for this. By staying tethered to every video, no matter where it is published, EVPs can provide 360-degree analytics back to you in an aggregate, easy-to-digest format.


At uStudio, these requirements are sacred; pervasive simplicity, configurability, design for change, agnosticism, and video ROI are the DNA of our platform. They are the code, literally and figuratively, by which we innovate and build.

uStudio can publish your video anywhere, by design

We understood early on that today's distributed enterprise and multi-department, multi-platform publishing requirements necessitated simple tools for moving beyond websites. Thus, uStudio frees you from getting stuck on any single player or destination. We automatically encode your original mezzanine video file to the proper specs for any destination you choose--be it your own player, one of our players, or any number of third party web, app, or OTT destinations including popular channels like YouTube, Vimeo, iTunes, Roku, Facebook and Twitter. Plus, we frequently work with enterprise teams to develop custom delivery to web, mobile, or business applications like salesforce. com that serve employees, partners, or customers. All managed via a single system.

uStudio aggregates analytics across all the places your video lives

uStudio brings together all of a video's performance metrics across all of the destinations on which it is viewed. This data includes important information such as when a video is viewed and the amount of time spent with the video. This information allows you to determine, among other things, how your video investments are performing.

uStudio stays ahead of evolving video technology so you don't have to

There are an abundance of video standards and delivery protocols for both video-on-demand and live, and change is rapid. Very few production teams can justify the investment required to stay ahead of these movements. uStudio continuously invests in video tech innovation and support for new standards. By the time you realize you need a new file type or delivery method, our product is already there. Whether it's our ever-evolving Platform APIs or recent innovations like our HTML5 Video Player Framework or VideoShare application for salesforce. com, we've got your back.


In this case, the proof is in the pudding. Contact us at for a demo and experience the uStudio product for yourself.


At uStudio, we help enterprises capture the most value and opportunity from their growing video investments. We do this by providing an elegantly designed, highly-scalable enterprise video platform that is easily configured on both the front and back ends. Our cloud-based system automates the technical complexities of managing video, moving it effortlessly from first upload through to distribution, publishing and tracking. Our easy-to-use platform is revolutionizing the way organizations manage video, helping them drive productivity, efficiency and video ROI.
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Author:Grogono, Jen; Stuardi, Lisa
Publication:Streaming Media
Date:May 1, 2014
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