In the early days of video encoding, companies required their customers to physically mail their VHS tapes, and upon receipt employees would hand encode and archive the video into the customer’s desired format. With the subsequent innovation of Internet and digital video, the companies that could afford it began developing infrastructure to encode high quality video content. And now, with the development of the cloud and mobile-video devices, has re-launched itself as an On Demand video encoding platform, hoping that customers will use their service rather than invest in video encoding infrastructure. is based on the premise that it is costly and time consuming to encode video content small enough for quick Internet viewing, while also maintaining the high quality resolution of the video. Each month, user generated video sites invest tens of thousands of dollars into video encoding hardware and software. As an alternative, offers video encoding by way of a software as a service business model (aka SaaS), which puts the relevant hardware and software on the cloud.

Through, the user first uploads the video content. Quicktime, Windows Media, AVI, MPEG and many other popular formats are compatible. The user then chooses the integration (XMLAPI, FTP or HTTP) and location where she would like the encoded media to be promptly sent. The finished product is many flexible encoding outputs (e.g., Flash 9, HD, iPod, iPhone and many others) at any requested bitrate and size. This is especially useful given the anticipated increase in the use and variety of mobile-video devices.

What is meant by “On Demand” is that is a pay as you go service based on encoding bandwidth. In other words, the cost to the user depends directly on the sum of the amount of media going in and the amount of media going out. expects their service to lead to higher quality Web video content, while also making the service more affordable to small businesses.