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Telstra Focuses On Online Video And Content With New Digital Initiatives

Telstra Focuses On Online Video And Content With New Digital InitiativesOnline Video Solution, powered by Ooyala, combines Ooyala’s video publishing and analytics technologies with Telstra value-added services, creating a simplified content distribution method to web, mobile and social channels for live and on-demand content.

Online Video Solution’s analytics are geared to optimise viewer engagement and ad placement in near real-time.

Keith Budge, Ooyala vice president, Asia Pacific and Japan, stated that Ooyala’s advanced analytics, Ooyala IQ, is designed to provide customers insight into “how their audiences are engaging with their content in ways that were never before possible, providing the insight to intelligently program their video across all screens to maximise revenue”.

Philip Jones, Telstra executive director, global products and solutions, noted the desire for a “personalised and higher-quality viewing experience” is growing in conjunction with an increased demand for mobile and social media-ready video content.

“Brands and media companies are becoming more strategic with their approach by looking to cloud platforms and data analytics to better engage viewers and drive monetisation as a science,” Jones stated.

“With the new Online Video Solution, powered by Ooyala, 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.”

Content Delivery, powered by Akamai, offers customers a “comprehensive suite of optimisation and security technologies to accelerate their online service and website performance for end-users”, while also protecting against online threats.

Jones noted that “speed is critical”, with nearly half of web users expecting a site to load in two seconds or less.

“When it doesn’t they tend to leave, and often don’t come back,” he commented. “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 earlier in the year announced that it plans to acquire Globecast Australia, a provider of media services for broadcasters in Australasia, and also recently announced that it has entered a
10-year partnership with Racing Victoria
, covering broadcast, media and
data services.