CLOUDS OVER SINGAPORE Asia’s mobile-first market is hungry for content and browser-based production tools can help
Despite the interest, different markets in the region are adopting cloud tools at their own pace. In some cases, media companies may be tied to traditional ways of working, with top-down management structures needing to get full buy-in before moving ahead. India, on the other hand, THE IDEA OF SPENDING MILLIONS OF DOLLARS ON TRADITIONAL INFRASTRUCTURE WILL START ERODING is adopting cloud at a rapid pace, while Australia is experiencing the same kind of switchover from high-end legacy systems to IP and cloud that US and European companies have been dealing with. APAC is a leading ’mobile-first’ region, with TV taking up only 10% of the video market share. As a result, there is a lot of potential for tools that help companies
lliot Renton has been working in APAC for almost two decades, developing tools for the broadcast industry – including Grabyo’s cloud video platform
create quality, direct-to-social content in an agile way. “Country by country, you see different ways in which businesses are approaching social media,” says Renton. “Some will be confident and want to share and use live as a main format, but others still view that with concern or don’t have a social monetisation strategy in place. “But broadcasters here are understanding that live formats and delivering the right kind of content to where the audiences are – especially younger ones – is going to be important.” Renton also points out that openness to cloud not only means adoption of the editing and clipping tools Grabyo has become known for, but a willingness to think of entire workflows in the cloud. The company’s next step is expanding its product suite to make fully browser-based production simple and widely available. “You’ll start seeing disruption in the traditional side of broadcasts in Asia. The idea of spending millions of dollars on traditional infrastructure will start eroding. With cloud tech, you’ve got redundancy
for live clipping, editing and production. As Grabyo’s EVP and head of Asia-Pacific, based in Singapore, Renton has watched the region’s media companies embrace cloud slowly until now. Has a tipping point been reached? Is APAC cloud-ready? gathering interest in APAC,” says Renton. “But in the last six months, I’ve seen a step change in how some of our broadcast clients are looking at browser-based products playing a part.” Grabyo signed its first APAC deal in 2018 with Singapore’s Mediacorp, when pro-level cloud tools were still a novelty. The company now has customers in ten markets across the region. Not only mainstream media interests, like broadcasters and sports rights holders, “Cloud production tools that are accessible through a browser are but non-traditional clients such as government agencies and banking institutions. APAC businesses across the board are waking up to the power of video and cloud-based tools that circumvent the challenges and costs of on-premises equipment, making them very attractive.
and all the back-end infrastructure set up.
And I think we’ll play a significant part in that.”
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