Inmobly: Delivering on the First AI-Based Video Delivery Platform for Mid-Sized Operators and Publishers

Richard Johnson, Chief Commercial Officer

Started through a series of grants at Ohio State University, Inmobly is pioneering a new paradigm for over-the-top, AI-based, SaaS video delivery solutions. Co-founded by Dr. Hesham El Gamal and Dr. Nayer Wanas, the company’s proprietary technology enables one of the first AI-based video deliveries via advanced, cloud-based, predictive algorithms. Inmobly’s initial customers were telecommunication firms that delivered targeted video content directly to viewer’s devices during specific periods in the daytime when the operator networks are underutilized. In 2017, Inmobly built an end-to-end OTT video delivery platform—on top of its patented technology—which was offered to mid-tier operators and content publishers. Its first OTT customer was Teletica, the major TV broadcaster in Costa Rica, which successfully streamed soccer World Cup programming through the Inmobly platform to over 50,000 subscribers and 40,000 concurrent users during the peak games of the world event. Today, Inmobly is actively engaged in global projects and opportunities.

We had the pleasure to speak with the company’s Chief Commercial Officer, Richard Johnson, and got insights on how Inmobly is positioned to become the leading mid-tier video delivery platform worldwide.

Please elaborate on the patents that Inmobly holds and how do they help in Inmobly’s operations?

The technology associated with the patents allows us to profile the interest of viewers and to deliver content that has a high probability of being viewed. The technology also provides for smart caching. By matching the user interest with the network dynamics, we can pre-download “fresh” content of interest to the user during the network off-peak times. This way, we simultaneously optimize the bandwidth, by offloading traffic from peak to off-peak, and enhance the quality of service by eliminating buffering due to network congestion. This technology allows viewers to become engaged in a service that is relevant to them resulting in higher ARPUs and less churn for the operator or content publisher.

What are the challenges that CIOs face today, and how is Inmobly effectively addressing these issues?

Most of the mid-tier media and entertainment companies have little or no experience in Internet-based video services. Inmobly provides cloud-based solutions that include tools to upload and manage video content, backend services such as subscriber and device management, digital rights management and advanced analytics, and templated apps for web, mobile, connected TV and smart TV screens. As most services are out-of-the-box, the company can generally launch a Netflix or Hulu like service in 60 to 90 days. This provides the CIOs with two key benefits: low set up costs and quick time-to-market.

Please elaborate on the trends that are expected to have an impact on media and entertainment space this year. How is Inmobly planning to leverage these trends and evolve?

Over The Top (OTT) is clearly the biggest trend existing in the media and entertainment space today. By 2022, over 265 million households worldwide will subscribe to an OTT service and over 80 percent of home video revenue will come from OTT services. Although much of this growth is being driven by large operators, mid-sized operators and content publishers are now starting to recognize the benefits to deliver Direct to Consumer video services. As operators contemplate these services, they will most likely be challenged by technology and cost constraints. Here is where Inmobly fits in.

Our OTT solution is a full-featured AI based video delivery platform that includes the technology needed to launch a Netflix or Hulu like service

Our OTT solution is a full end-to-end video delivery platform that includes all the technology needed to launch an OTT service. Since we own all of our technology, we are able to price the solution within the budgetary constraints of the mid-market.

Please shed some light on Inmobly’s solution in terms of its methodology, features, and benefits involved.

Inmobly is the first true end-to-end OTT solution based on AI and machine learning technologies, which meets the cost, time-to-market, and monetization needs of the mid-sized media marketplace. Inmobly’s OTT stack evolved from technology that profiles the interest of viewers and then smartly caches content that is likely to be watched. This offers the mid-market operators with a product feature that the larger players are yet to truly master—the notion of targeted video content—and with it a way of differentiating in the marketplace. Secondly, they are able to drive better monetization value through video ads that tend to be more effective when aligned with the interest of viewers. Further, the company’s service provides a more satisfying user experience through immediate playback and no buffering, which leads to less churn and more content consumption. Lastly, smart caching reduces distribution and storage costs.

The video delivery platform is composed of three technology blocks, all connected through a mediation layer. The blocks include Media Prep and Management, Core Services, and User Interface and Experience. The mediation layer serves as a translation medium between the three blocks. It removes all dependencies between the various system components and allows for changes and modifications on any one component without affecting the others.

How is Inmobly different from other vendors?

There are three pillars supporting our market initiatives. First, we are strictly focused on the mid-tier media marketplace. While big whale high-tier opportunities can be alluring, they generally require customization and resource requirements which drive a much higher cost structure and significantly longer sales cycles. We want to maintain a feature set and pricing that properly aligns with the mid-tier marketplace.

Second, our mission is to give our customers the tools and features needed to succeed in their specific video initiatives. We believe that understanding the needs and interests of end users (viewers) is paramount. To this end, we will continue to grow and strengthen our profiling and smart caching technologies along with advanced analytics.

Lastly, we strongly believe in the welfare and wellbeing of our employees. They are to be treated with dignity and respect, motivated to achieve goals beyond their imaginations, and made to feel an integral part of a company with unlimited potential.

Could you brief us about Inmobly’s roadmap?

We were born in Columbus, became young adults on the shoulders of our developers in Cairo, and recently took a brave new step by establishing a presence in Silicon Valley. We are working on opportunities in Latin America, Eastern Europe, Central Africa, Asia, Canada, and the U.S. and are excited about the future.