Feeds

Microsoft launches streaming media division

Expect to see Murdoch-style tactics being used to outbid RealNetworks and Apple

  • alert
  • submit to reddit

The essential guide to IT transformation

Microsoft's move to beat RealNetworks at its own game advanced a step yesterday when the Great Satan of Software announced the formation of a streaming media marketing unit. The aptly named Streaming Media Division will develop Microsoft's streaming technology, announced earlier this month and going under the Windows Media Technologies (WMT) 4.0 banner. WMT is already in public beta, so the move, from a technological standpoint at least, is simply about giving the development team their own space away from the broader Windows 9x/2000 development programmes. The marketing aspect is more important. With RealNetworks dominating streamed audio and video -- it owns roughly 85 per cent of the market -- particularly now it has teamed up with IBM, Microsoft needs to show it's serious about winning the war. The WMT launch boasted the backing some leading Internet-based media companies, but by no means were they the majority or the most important players in the field. Creating a business unit dedicated to streaming should, Microsoft hopes, convince any doubters. It may also help to counter that other streaming media wannabe, Apple, which launched its bid the week after the WMT roll-out. Apple is pushing QuickTime, already the dominant standard for computer-based video creation and playback. With the addition of streaming technology, that puts Apple in a strong position. Its canny move to offer its streaming server software under an open source-style licence will help too. Apple's coup with Lucasfilm to offer the trailer to the upcoming Star Wars movie in QuickTime format has clearly demonstrated the importance of winning big-name support, and Microsoft desperately needs such headline-grabbing alliances for WMT. Movie studios are likely to be high on the division's list of priorities, and given the budget this team is likely to be working to expect both Real and Apple to be rapidly outbid. ®

5 things you didn’t know about cloud backup

More from The Register

next story
True fact: 1 in 4 Brits are now TERRORISTS
YouGov poll reveals terrible truth about the enemy within
Microsoft exits climate denier lobby group
ALEC will have to do without Redmond, it seems
Caught red-handed: UK cops, PCSOs, specials behaving badly… on social media
No Mr Fuzz, don't ask a crime victim to be your pal on Facebook
Barnes & Noble: Swallow a Samsung Nook tablet, please ... pretty please
Novelslab finally on sale with ($199 - $20) price tag
Ballmer leaves Microsoft board to spend more time with his b-balls
From Clippy to Clippers: Hi, I see you're running an NBA team now ...
Video of US journalist 'beheading' pulled from social media
Yanked footage featured British-accented attacker and US journo James Foley
Primetime precrime? Minority Report TV series 'being developed'
I have to know. I have to find out what happened to my life
Assange™: Hey world, I'M STILL HERE, ignore that Snowden guy
Press conference: ME ME ME ME ME ME ME (cont'd pg 94)
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
7 Elements of Radically Simple OS Migration
Avoid the typical headaches of OS migration during your next project by learning about 7 elements of radically simple OS migration.
BYOD's dark side: Data protection
An endpoint data protection solution that adds value to the user and the organization so it can protect itself from data loss as well as leverage corporate data.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?