It was a wonderful frenzy of speculation and doubt when a simple leak on Twitter caused an entire industry to go up in arms about an acquisition that should/could/would never happen, here is why:
1. Google does not need Brightcove
2. Google has enough exposure to entice Broadcasters and Media companies to use their “platform” to distribute video media online on their own, without just buying a company for their client roster
3. Google has enough resources to create their own CMS within their eco-system such that it wouldn’t make sense to buy something that is built on antiquated operating layers
4. Brightcove is not even in the same league as The Google – if I was Google I would go directly to a Tremor buy out and skip the middle man… just a thought.
5. It would only make sense if Google were looking for a vehicle to unleash their own brand of a triple play offering, i.e. True marketing power will come from an entity that “owns” an individuals behaviors from ISP, Mobile and STB (Set Top Box or Cable TV, etc.) – I would add GPS but it is yet to be seen how deeply GPS usage will be opted in to for tracking on mobile devices. It is apparent that the use of NetBooks and Smart Phones could take down the need for what we accept as our “in vehicle navigation”; However, I predict this will change and devices such as TomTom will be made obsolete by devices that are more mobile and able to multitask.
*Google has pieces of the requisite triple/quadruple play in their ecosystem – take Google voice/phone, google maps, youtube, insight (all their tracking and metrics) – so what is missing? The STB, so it could make sense if there were a means by which one could inject live targeted ads into Video Broadcasts across STB’s with a micro-behavioral focus, but I don’t think that Google BUYING a CMS like Brightcove would be useful.
Sources tell me that there will be a new release of the Brightcove CMS that will include better turn-key metrics, a more resilient transcoding system and HD players, but I am not clear on if this is a total rebuild for a product that was originally developed to live in flat layers prior to cloud computing and db sharding… approaches to architecture that Google has excelled in from the get go! The fact of the matter is, Google is in the perfect place to build the better CMS.
I use YouTube and despite a few limitations on video length and some traffic issues at various times of day (to be expected) – it works!
Last of all, we saw what happened when Yahoo! bought Maven Networks, there are many reasons why a company such as Yahoo! would have been better off hiring some developers and building their own CMS with a brilliant Architect at the helm, rather than make yet another half-assed acquisition of a product that barely served it’s purpose.
Between Maven and Brightcove CMS’ there is barely a difference in the backend – and I have seen both – personally monitored and tested – due diligence – and found them to be built on core technologies that are suspiciously similar and that yielded the same issues, weaknesses and overall clumsiness…
IMHO: Google should not and would not BUY a CMS when they can build their own. End of story.
Of course this was all rumor-mill to begin with, what this says to me though, Brightcove players (pun intended) are tired of working so hard to bubblegum and paper clip their product and want out. Who else would start such a rumor, Google? HA! I think not…
Look, when Maven “players” were ready to move on, they were the first ones to whisper about who will acquire them. Alas, I speak not out of ignorance but real, life experience.
What do you think?