Brightcove, a provider of an online video platform, this week expanded its channel program as part of an effort to attract partners that employ a wider range of business models.
In addition to referral partners, Brightcove is now recruiting systems integrators and resellers as well as managed service providers (MSPs) that are provided with a Master License for the video platform.
The Brightcove platform has been employed to deliver everything from videos that drive online conference or inform employees of business continuity plans in the event of a disaster to an only Fourth of July picnic hosted by Willie Nelson and an online festival hosted performed by the Boston Symphony Orchestra.
Prior to the COVID-19 pandemic, video as medium for recording and sharing messages to foster business relationships was employed sparingly. Now organizations of all sizes are employing video to help keep customers engaged, says Lynn Tinney, vice president of global partners at Brightcove.
“Video is now front and center,” says Tinney. “It’s a great opportunity for partners.”
The Brightcove platform is “obnoxiously simple” to use, adds Tinney. The challenge for Brightcove will be striking a balance between increasing consumption of its platform via channel partners and now becoming over distributed, says Tinney.
Partners will have to decide for themselves to what degree a video platform represents an opportunity to make up potential declines in revenue from other product categories. Servers and storage sales into on-premises IT environments have been hot hard as IT organizations accelerate the rate at which application workloads are being migrated to the cloud.
Video might also be only one element of a larger effort to build a practice around digital marketing technologies that would include Web applications and analytics.
Regardless of the use case, it’s clear video is becoming a lot more pervasive in the age of COVID-19. The challenge and the opportunity for partners is to help customers to learn how best to master a new medium that very few of them are likely to have had much previous experience employing.
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