Google keeps making it clear that they intend to extend their reach into the online Video and TV markets by insuring that they provide state of the art DRM. That is certainly one of the big pieces that all the providers are going to be looking at before they release content through any service Google included.
So with this purchase Google shows that they are stepping to the plate with one of the better known and respected DRM companies out there. This should secure their place in streaming video and movies with the providers. And it has to put the pressure on others trying to get into the market place to match that level of protection and service.
But this purchase only makes it one of two Google was going after with their loss of Groupon so they can't be as happy as they would have hoped right now. But they are certainly moving all systems go in everything but local advertising and social media. What they are going to do to solve that remains the big question.
As Viacom vows YouTube appeal, Google buys Widevine
OK, so the whole Groupon acquisition didn’t go quite as planned. Analysts are mixed on whether that’s a good thing or not, although virtually all agree that Google needs to get its act together on local and social. While social networking may be a weak point for Google, its parallel efforts in mobile, video, and browsers are going quite well, as are its related acquisition efforts. To that end, Google announced Friday that it had agreed to purchase the streaming video DRM and optimization company Widevine.
Widevine currently provides anti-piracy and optimization tools and services to companies including Netflix and AT&T, among others. According to the Wall Street Journal,
Google said Widevine’s video delivery optimization software and digital rights management (DRM) platform will enable it to more effectively stream videos to users…Mario Queiroz, Google vice president of product management…said Google is committed to maintaining Widevine’s agreements with customers and providing support for existing and future clients. He added that the Internet search giant plans to build upon Widevine’s technology to enhance its products and Google’s.
Perhaps more importantly, the technology could make Google a much more attractive outlet for digital content producers and digital rights holders. As Google struggles to get major studios behind its Google TV efforts, Viacom announced that it planned to appeal this summer’s decision (in Google’s favor) over copyrighted materials hosted on YouTube.
While Widevine would not provide the sorts of protections that Google’s Content ID offers in proactively identifying copyrighted materials, its acquisition sends a far clearer message than Thursday’s blog post about improved DMCA compliance that Google is serious about protecting digital rights holders.
So Google may have social fail after social fail (you know, Wave, Buzz, Yelp, Groupon, etc.), but the company is increasingly positioning itself as a major media outlet. Whenever the social piece does finally come together, the social user experience and monetization potential will be impressive. If only that pesky Facebook would just go away.
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