Apple’s new-age TV moves made headlines yesterday. But Amazon Web Services Inc. (AWS) managed to slip under the radar last week by acquiring a pioneer in “software defined video solutions for multiscreen content delivery.”
Elemental Technologies Inc. was acquired by AWS. AWS stated that the new acquisition “makes it simple for media and entertainment companies [to take live and on demand video destined for traditional channels like cable, satellite or over-the air broadcast and re-format this content for distribution to computers, smart phones, tablets, and TVs].”
The company, based in Portland, Ore., provides services to pay TV operators and broadcasters as well as content programmers, government agencies, and enterprises. AWS stated that it will continue this mission while integrating with AWS to provide new-age video services both on-premises as well as hybrid and cloud architectures.
AWS stated that Elemental has over 700 media franchise customers worldwide and powers some the most popular over-the top TV (OTT) applications like the BBC’s iPlayer and CNNGo, ESPN Score Center and HBO Go, MSNBC Shift, Sky Go and Sky Now. Elemental also supports the first 4K Ultra HD services in the world, including those delivered by the BBC during 2014 World Cup.
Al Hilwa, an analyst at IDC, stated in an email that “The Apple announcement seems not to have been widely covered in the media [as] it is not bringing anything new.” Hilwa stated that Apple’s move was not underestimated, adding, “To be certain, this is what most people thought Apple TV would be three years ago.”
AWS stated that the Elemental acquisition would close in the fourth quarter this year.
AWS didn’t say: “Welcome at the new-age television party, Apple!”