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Contents
Background and Company Performance ........................................................................ 3
Industry Challenges .............................................................................................. 3
Market Leadership of Brightcove .................................................................................. 3
Key Performance Criteria ............................................................................................ 8
The Intersection between 360-Degree Research and Best Practices Awards ....................... 9
Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices ................................................................................................................. 10
About Frost & Sullivan .............................................................................................. 11
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Background and Company Performance Industry Challenges
As consumers’ eyes shift from paper to screen, multiple digital formats deliver content
faster and faster. The increased penetration of broadband, the connected devices
explosion, and the rising consumer appetite for content anytime, anywhere, on any
device, drives over-the-top and TV Everywhere (TVE) strategies across the world—
breeding a promising world for online video platform (OVP) providers.
Frost & Sullivan defines OVPs as fee-based software-as-a-service (SaaS) online content
solutions that enable video content owners to ingest, transcode, store, manage, protect,
publish, syndicate, track, and monetize online video. With about 80 OVP vendors across
the globe and growing, Frost & Sullivan predicts the OVP market to almost triple revenue
from $574.5 million in 2015 to $1.6 billion in 2021, a compound annual growth rate of
18.8%.
With these promising trends and growth numbers, the OVP market looks quite promising,
as long as vendors can meet the following challenges:
Perfecting video consumers’ experience with top-of-the-line software and platforms
Mitigating risk about uncertain return on investment (ROI) and online content
business models that make companies reluctant to invest in TVE
Increasing market awareness and acknowledged best practices with the changing
technology of online videos
Market Leadership of Brightcove Approximately 12 years ago, Brightcove helped create the original OVP space based on
the vision that video would become the principal online communication medium. Frost &
Sullivan ongoing analysis confirms that the company maintains its leadership position in
the OVP market - capturing approximately 23% of market share. The company powers
some of the world’s largest publishers, enterprises, networks, broadcasters, and digital
media companies. Brightcove’s global presence includes nearly 5,000 customers across 75
countries.
Product Differentiation, Quality, and Technology Leverage
Brightcove prides itself on its one-stop-shop video solution for its two customer bases:
media companies and enterprises. Its range of solutions includes basic transcoding into
key formats, fully featured video players, interactive content elements, video analytics,
and advertising and monetizing capabilities for media, digital marketers, and enterprises.
The company focuses on building solutions that do not require much IT department help
for marketers, but instead are simple and easy to use.
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Video Cloud Platform
The main platform, Video Cloud, is cloud-based for SaaS infrastructure flexibility to any
customer in the world. End-consumers view video on a range of devices, from
smartphones and tablets to PCs and connected TVs, and Brightcove’s Video Cloud
simplifies the video delivery to every device and destination the end consumer uses. The
newest update to Video Cloud features faster upload and playback time, a high-
performance, Flash-free HTML5 player, rich application programming interfaces, custom
analytics, and a bright new user interface for this top-of-the-line video platform software.
Furthermore, Video Cloud supports high-definition live streaming on all devices for quicker
engagement of audiences in real-time. Live digital video recording enables audiences to
pause and rewind to favorite parts of a stream, so the company’s message is fully
received in the consumer world.
Video Marketing Suite
Recognizing certain needs in enterprise marketing tactics and the tremendous growth of
video for digital marketing keeps Brightcove ahead of the other providers in the OVP
market. With the Brightcove Video Marketing Suite (Suite), marketers harness the power
of video to drive awareness, engagement, and conversion from consumers. Video Cloud
and Video Cloud Live, Gallery, and Audience for marketing software integrations with
powerhouse providers - such as Eloqua, Marketo, and Salesforce.com - power the Suite to
enhance customers’ video marketing strategies and ROI.
Once and Lift
Used by the world’s largest video publishers, Brightcove’s Once pulls together all
components of video, audio, and image media and delivers seamless server-side
advertisement insertion (SSAI). With SSAI, companies insert advertisements in any part
of the video stream for better monetization, delivering a TV-like experience to viewers.
Engagement is not affected by ad blockers. Furthermore, Brightcove Lift combines the
capabilities of Once with the Brightcove Player and native software development kits
(SDKs), allowing customers to get to market quickly and to benefit from Brightcove's
investments in high performance player technology.
Modular Architecture
For customers with existing video technology investments, Brightcove makes many
components of its platform available as modular products. Offerings include industry-
leading Zencoder, a cloud-based live and file encoding solution, and Perform, which
includes the Brightcove web player and native application SDKs. By harnessing all
products or picking and choosing the best solution, Brightcove’s customers experience
seamless delivery, management, and higher ROI with optimized customer experience on
every video.
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Customer Purchase Experience
Brightcove optimizes every customer’s purchase experience and implementation based on
its business requirements. The company partners with its customers by offering a short,
customized onboarding process to ensure every client is fully prepared to realize its
expected business ROI from the Brightcove solution. Account managers monitor and
support any inquiries while proactively checking that the customer achieves its intended
goals from the solution. Although the Brightcove solutions are SaaS models, with price
structure depending on solution components, Frost & Sullivan points out that the company
boasts competitive and promotional pricing to attract customers and enable them to grow
their video engagement at their own pace
Brightcove acquires customers with tactics including search engine optimization, paid
search, and content syndication; in addition, the company promotes its whitepapers,
blogs, webinars, E-books, and videos through inbound marketing. Customers also have a
30 day trial of every Brightcove product once they indicate interest.
Current customer referrals and event marketing are another important source of new
customer acquisitions for the company. Brightcove participates in an array of industry
events, meetings, and conferences as well as hosts an annual customer conference (called
Brightcove PLAY) to meet with and address topics of interest with current and prospective
customers. The company is also active on social media channels, especially LinkedIn and
Facebook, for additional targeting and presence, further supporting its broad brand
recognition and strength.
Growth Strategy Excellence and Brand Strength
Brightcove organizes its customer base into two segments: media and enterprise.
Customers benefit from Brightcove’s investments in these two distinct market segments.
Media customers, who were some of Brightcove’s earliest customers, have guided the
company to deliver industry-leading performance, scalability, modularization, and extensive
workflow integration, all of which also support its enterprise customers. They also led
Brightcove to develop a multi-regional delivery capability to deliver services closer to the
end customer and monetize video everywhere, a capability that enterprises also value.
Marketing teams within enterprises have partnered with Brightcove to deliver easy to use
solutions with built-in business expertise that do not require extensive IT involvement,
which Media companies also appreciate. Continuous updates to its products and services
keep Brightcove in a competitive market leading position as it focuses on a modular design,
greater scalability, and a broad range of functionality. This functionality is enhanced and
extended in many important areas by Brightcove’s extensive partner ecosystem.
Frost & Sullivan monitors how investments in globalizing its product, especially the scalable
SaaS infrastructure of its platform, give Brightcove a strong competitive advantage. The
company has local sales and marketing teams around the world. Its early and sustained
international investments enabled Brightcove to dominate the OVP market in Japan and
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Australia, and enjoy a strong presence in Europe and other Asian markets. The company
powers online video for companies including Showtime, Staples, FOX, Sony Music, GM,
Merck, and TJX. Brightcove’s leading edge technology, targeted market solutions, dedicated
customer care, extensive partner ecosystem have enabled the company to grow revenue
8% from $125 million in 2014 to $135 million in 2015. The company expects its 2016
revenue at $145 to $147 million due to new customer acquisitions, emerging products, and
a strong marketing strategy in the OVP space.
Conclusion
Online video is a significant part of marketing to end consumers for media, brands, and
enterprises. The online video platform market is large and clearly growing; Frost &
Sullivan research confirms that successful providers need to prove a significant return on
investment for customers, along with scalable and complete solutions that will not
complicate business processes, and an enhanced user experience to gain a clear
competitive edge.
Brightcove is a pioneer of online video and continues its dominance with an impressive 8%
growth and expansion of its product line, securing a 23% market leadership in the online
video platform space. With its optimized online video platform solutions, impressive
experience in the market, and growth strategies, Frost & Sullivan is proud to bestow the
2016 Global Market Leadership Award to Brightcove.
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Significance of Market Leadership Ultimately, growth in any organization depends upon customers purchasing from a
company, and then making the decision to return time and again. Loyal customers
become brand advocates; brand advocates recruit new customers; the company grows;
and then it attains market leadership. To achieve and maintain market leadership, an
organization must strive to be best-in-class in three key areas: understanding demand,
nurturing the brand, and differentiating from the competition.
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Key Performance Criteria
For the Global Market Leadership Award, Frost & Sullivan analysts focus on specific criteria
to determine the areas of performance excellence that led to the company’s leadership
position.
Criterion Requirement
Growth Strategy Excellence
Demonstrated ability to consistently identify,
prioritize, and pursue emerging growth
opportunities
Implementation Excellence
Processes support the efficient and consistent
implementation of tactics designed to support the
strategy
Brand Strength Possession of a brand that is respected, recognized,
and remembered
Product Quality
Product or service receives high marks for
performance, functionality and reliability at every
stage of the life cycle
Product Differentiation
Product or service has carved out a market niche,
whether based on price, quality, uniqueness of
offering (or some combination of the three) that
another company cannot easily duplicate
Technology Leverage
Demonstrated commitment to incorporating leading
edge technologies into product offerings, for
greater product performance and value
Price/Performance Value Products or services offer the best value for the
price, compared to similar offerings in the market
Customer Purchase Experience
Customers feel like they are buying the most
optimal solution that addresses both their unique
needs and their unique constraints
Customer Ownership Experience
Customers are proud to own the company’s product
or service, and have a positive experience
throughout the life of the product or service
Customer Service Experience Customer service is accessible, fast, stress-free,
and of high quality
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The Intersection between 360-Degree Research and Best
Practices Awards
Frost & Sullivan’s 360-degree research
methodology represents the analytical
rigor of our research process. It offers a
360-degree-view of industry challenges,
trends, and issues by integrating all 7 of
Frost & Sullivan's research methodologies.
Too often, companies make important
growth decisions based on a narrow
understanding of their environment,
leading to errors of both omission and
commission. Successful growth strategies
are founded on a thorough understanding
of market, technical, economic, financial,
customer, best practices, and demographic
analyses. The integration of these research
disciplines into the 360-degree research
methodology provides an evaluation
platform for benchmarking industry
players and for identifying those
performing at best-in-class levels.
360-DEGREE RESEARCH: SEEING ORDER IN
THE CHAOS
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Best Practices Recognition: 10 Steps to Researching,
Identifying, and Recognizing Best Practices
Frost & Sullivan Awards follow a 10-step process to evaluate Award candidates and assess
their fit with select best practice criteria. The reputation and integrity of the Awards are
based on close adherence to this process.
STEP OBJECTIVE KEY ACTIVITIES OUTPUT
1 Monitor, target, and screen
Identify Award recipient candidates from around the globe
Conduct in-depth industry research
Identify emerging sectors Scan multiple geographies
Pipeline of candidates who potentially meet all best-practice criteria
2 Perform 360-degree research
Perform comprehensive, 360-degree research on all candidates in the pipeline
Interview thought leaders and industry practitioners
Assess candidates’ fit with best-practice criteria
Rank all candidates
Matrix positioning all candidates’ performance relative to one another
3
Invite thought leadership in best practices
Perform in-depth examination of all candidates
Confirm best-practice criteria Examine eligibility of all
candidates Identify any information gaps
Detailed profiles of all ranked candidates
4
Initiate research director review
Conduct an unbiased evaluation of all candidate profiles
Brainstorm ranking options Invite multiple perspectives
on candidates’ performance Update candidate profiles
Final prioritization of all eligible candidates and companion best-practice positioning paper
5
Assemble panel of industry experts
Present findings to an expert panel of industry thought leaders
Share findings Strengthen cases for
candidate eligibility Prioritize candidates
Refined list of prioritized Award candidates
6
Conduct global industry review
Build consensus on Award candidates’ eligibility
Hold global team meeting to review all candidates
Pressure-test fit with criteria Confirm inclusion of all
eligible candidates
Final list of eligible Award candidates, representing success stories worldwide
7 Perform quality check
Develop official Award consideration materials
Perform final performance benchmarking activities
Write nominations Perform quality review
High-quality, accurate, and creative presentation of nominees’ successes
8
Reconnect with panel of industry experts
Finalize the selection of the best-practice Award recipient
Review analysis with panel Build consensus Select winner
Decision on which company performs best against all best-practice criteria
9 Communicate recognition
Inform Award recipient of Award recognition
Present Award to the CEO Inspire the organization for
continued success Celebrate the recipient’s
performance
Announcement of Award and plan for how recipient can use the Award to enhance the brand
10 Take strategic action
Upon licensing, company may share Award news with stakeholders and customers
Coordinate media outreach Design a marketing plan Assess Award’s role in future
strategic planning
Widespread awareness of recipient’s Award status among investors, media personnel, and employees
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About Frost & Sullivan
Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth
and achieve best in class positions in growth, innovation and leadership. The company's
Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined
research and best practice models to drive the generation, evaluation and implementation
of powerful growth strategies. Frost & Sullivan leverages almost 50 years of experience in
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http://www.frost.com.