SEATTLE, WA — Internet TV provider thePlatform has an advantage over its competition because it's owned by Comcast.
But even with corporate ownership and first dibs on plum projects like TV Everywhere, the firm is still feeling the broader economic pressures like anyone else.
Such price and market pressures are forcing technology providers to be as efficient as humanly possible, thePlatform CEO Ian Blaine told Beet.TV in an interview at the company's Seattle headquarters last week. That strategy can also help a tech vendor win new customers.
"Cost is a very important part of the equation," Blaine said. "Of course you have to have revenue and do your best to grow that but if you're in it for the long haul, cost is an important part of the equation." Earlier this year, the company introduced a new pricing model in an effort to lure small and medium businesses to online video for the first time. Blaine explained to Beet.TV that thePlatform looks for ways to help customers lower costs by connecting them with potential partners who handle other video delivery services, such as transcoding or storage."That's giving our customers a better shot at running a healthy business," Blaine added.
These type of partnerships are becoming increasingly common as vendors aim to align and tap into each other's businesses. As an example, late last week Delve Networks said it's inked an agreement to partner with content delivery network Akamai.
Among thePlatform's partners are content delivery networks like Akamai, Limelight and Edgecast and ad technology vendors such as DoubleClick and Adap.TV. thePlatform competitor Brightcove also leans on partners through its partner program.
Daisy Whitney, Senior Producer