FierceOnlineVideo Leaders - Keith Kocho, President ExtendMedia

FierceOnlineVideo caught up with ExtendMedia President Keith Kocho to discuss the company's current position and to get his thoughts on the state of the online video industry as a whole. 

FierceOV: Keith, how has 2009 gone so far for ExtendMedia? 

Keith Kocho: I think we're in a good position, despite the high-level economic issues. Our December funding round enables us to grow during this time, not just weather the storm. We remained focused on providing solutions for complex, multi-screen deployments for entertainment delivery, and we're using the funding to expand our global reach. 

FierceOV: How does ExtendMedia's business model differ from other video platforms like Brightcove and Ooyala? 

Keith Kocho: The vast amount of our business doesn't look like theirs, as we're going after large service providers with global reach and offering almost an enterprise software play. I would say the biggest difference is that those companies are all about simplifying the video process and are dependent on advertising models to success, where as our company offers a sophisticated program for complex situations that is not as wed to advertising for revenue. 

FierceOV: How does focusing mainly on larger customers affect your sales cycle?  Does it get "lumpy?" 

Keith Kocho: Yes, absolutely.  It took our investors a little while to get their heads around the concept but they are now. Some of the big deals are getting pushed back, but they aren't falling off of a cliff. 

FierceOV: 2008 saw many interesting product launches and announcements in the online video space.  What do you see the industry doing in 2009? 

Keith Kocho: It's a really interesting time because I think you have three things that make it such a critical time for online video. You have an immature market, filled with many companies that have obscure business models in a tanking economy. There is not enough room in the space for as many companies are out there. So I think you'll see tremendous consolidation, and a large number of companies fall, unfortunately. 

FierceOV: Which market segment do you think is the most in need of consolidation? 

Keith Kocho: Every time I turn around I feel like I'm tripping over another ad network, so there is one good one. Video tools and video publishing companies as well.  I'm not sure most of them are strong enough to make it as individual companies. 

FierceOV: So we've gotten your thoughts on online video in general, now how about your thoughts on ExtendMedia's position in 2009? 

Keith Kocho: ExtendMedia needs to cement our global business focus and pay close attention to how customers are succeeding with our solution, so that we can provide good use cases to future investors. We're still focused on new customer acquisition, but hope that eventually that eclipses into value adds with existing customers as we refine our offerings.

Also, the mobile use case continues to grow, and it appears to be complimentary to other viewing models like broadcast, rather than competitive for eyeballs. It isn't a very large market currently, but with advances in mobile broadband speed, I think it will really take off.