According to VentureBeat, a US technology news website, the newly formed industry organization is called "Open Media Alliance." Members include Amazon, Cisco, Google, Intel, Microsoft, Mozilla, and Netflix. In addition to traditional technology giants, Netflix and Amazon, two of the world’s leading copyright video sites, have also joined the league.
As usual, the maverick Apple Inc. has not joined the alliance. Apple is still taking the self-contained mode of combining software and hardware. It uses its own video format and its own playback device.
The above industry alliance will also be an open source organization that will integrate research and development of various video formats currently under way. By the end of 2016 or early 2017, a next-generation video format standard will be introduced, which will be provided for integration. The industry is free to use.
Different members of this alliance will contribute their own unique technologies to the development of new video formats. For example, network equipment maker Cisco will provide video-decoder technology related to Thor, Google will provide VP10 technology, and Firefox Browser developer Mozilla will provide Daala technology.
The new video format will adopt the open source community model, without licensing fees, and users will not have to worry about being subject to technical patent litigation.
Engadget, the US science and technology news website, said that opening a free new video format will have a huge impact on the technology industry and the Internet. It is well known that many of the video formats in use today belong to the proprietary model of different companies and are closed to operation. Other peers need to pay license fees. This also increases the cost for the video industry.
According to reports, video encoding and decoding formats commonly used in the video industry are H264 and H265, which are affiliated with the MPEG organization and users need to pay for it.
US media pointed out that although the Open Media Alliance has not publicly announced, its ultimate goal will be to exceed and bypass the MPEG organization and introduce the next generation of video formats.
According to industry insiders, along with the popularity of smart phones, future video formats will increase playback efficiency while supporting more mobile devices to play.
In addition, Apple’s maverick will have an adverse impact on the goal of the Open Media Alliance. At present, Apple has sold more than 700 million iOS devices in the world. If Apple does not support the industry’s free and open new video formats, , will affect its coverage and popularity.
It is well known that Apple co-founder Steve Jobs has been opposed to Adobe's client-side vector animation technology developed by Flash. He believes that it is inefficient and not suitable for running on mobile phones. In the past few years, Apple's opposition, coupled with the rise of HTML5's competition technology, eventually led to the failure of the Flash format in the market. Recently, Google Chrome also announced that it will ban the automatic advertisement of Flash advertisements and almost announced the death penalty of this vector animation and video format.
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