NAB 2011: Origin Digital Offers Monetization Capabilities With E-Commerce Suite
Origin Digital has made a name for itself by powering high-quality video experiences for its clients. Until now, though, those clients had few ways of monetizing those experiences. At NAB, however, the company will change that, introducing a suite of e-commerce products that will enable clients to fully monetize their content without losing the broadcast-quality video that they have grown to expect from Origin Digital.
From amateur video makers to professional sports organizations, the company’s clients produce a wide range of content, offering it both live and on demand. The common denominator for all those clients is the recognition that online, mobile, and video in general is becoming pervasive, and companies must find new, innovative ways to bring products to their customers. Origin Digital’s new e-commerce tools, available through enhanced capabilities within the Odaptor digital-media platform, will allow clients to develop monetization strategies around their content without leaving the Origin Digital infrastructure.
“What we’re seeing now is, advertising dollars are back, and we have to figure out how to monetize our medium,” explains CEO Darcy Lorincz. “We’ve typically been very successful at building the backend, but we stayed away from the commerce piece. Now, because Microsoft, Adobe, and Apple have come out with really good standards for protection and commerce, we can actually enter the business, because we’re a standards-based company.”
The new e-commerce additions to Odaptor include tools for consumption, syndication, subscription, and advertising, including pricing administration, the ability to manage a product catalog, and user support through transaction management. New modules also include a shopping-cart experience, the ability to assign pricing and access rights, and a commerce tool for pay-per-view packaging and on-demand services.
“I think it’s unique to combine the software and automation backend infrastructure with the frontend experience and monetization and consumption tools,” Lorincz explains. “We’re also not building it one-size-fits-all. Clients can buy everything from us on an à la carte basis, or we can build a full solution, and they can brand it however they want.”
All of these services will be on display at the Accenture booth at NAB (Origin Digital is a wholly owned subsidiary of Accenture).
“This isn’t vaporware,” Lorincz says. “Everything we can do, we can demonstrate.”