Brightcove is the latest company to look to HTML5 as a workaround for Apple products. As HTML5 is the browser-based alternative to Flash, many app developers have been toying with the new option specifically for use on mobile Apple devices.
Video software and product provider Brightcove is incorporating HTML support in its service Brightcove Experience for HTML5. With the new Experience, Brightcove clients can use it for HTML5 to auto-detect the requesting platform and direct traffic to the appropriate content. This will improve video playback, detection and playlist rendering for iPad users.
One important piece behind this is the potential for the advertising industry to refocus efforts on mobile marketing. Flash has helped web-based advertisers for years now, as many attention-grabbing ads use the Adobe product for slick animations. The less-interactive format stirs debates all its own, regarding its prevalence across the internet and whether an alternative should be offered.
It’s the fact that the iPad is so centered around media consumption that HTML5 has been brought to the forefront of many discussions regarding expectations for the mobile device itself, as well as those developers looking to launch apps for it.
CBS is another brand that has recently begun toying around with HTML5, particularly as it can improve the viewing an advertising experience of iPad users. Several media publishers, content providers and app developers will be seeking ways in which to improve the interactivity of media through the iPad, encouraging similar progress across other mobile devices in the coming year.
As Brightcove has been shifting its business model for the past few years, finding more ways in which to appeal to its core customer base is a priority for the company. While focusing on the growth of the right features, Brightcove also has to focus on growing those features in the right direction.
Hopefully it will continue to do so with its latest release. Brightcove also mentioned that it will expand Experience for HTML5 to include full support for “customization and branding of the player environment, advertising, analytics, social sharing and other capabilities currently found in Brightcove experience solutions for other platforms,” according to its release notes.
[via PCWorld]
