Citing a dynamic app development marketplace and the speed of innovation, Brightcove has announced it is abandoning its hybird HTML5-based video player in favor of native iOS and Android versions.

App Cloud Will Run through June 2014

To help customers integrate Brightcove's video and display technology, the company launched its App Cloud mobile development system in early 2011. Just late last year, Brightcove announced it would pursue a hybrid approach to mobile app development using HTML5 based standards.

It took only three months for the company to now announce it is done experimenting with its hybrid approach, and in fact, will shutter the App Cloud altogether. Whether or not Brightcove was simply hedging with its HTML5 bet last year isn't known, but it obviously felt it was the wrong move to make.

That's understandable, to be honest. So many companies will continue to wrestle with the native vs HTML5-based app approach, but really it's the App Cloud closing that is the big news here. Changing up its app framework from hybrid to native after just a few short months? Lesson learned. Closing off a branch of the company that had been invested in for two years? That's gonna leave a mark.

The App Cloud will roll on for another year before closing up, but don't be surprised to see someone at the top of Brightcove get the boot at that time, likely much sooner.


App Cloud will continue to be available for current Brightcove customers until June 2014.

Native iOS, Android SDKs Free to Pro + Enterprise Customers

Brightcove has released shiny new iOS and Android software development kits to help customers integrate its content and video technology into their mobile apps. The kits are integrated with other systems to help speed up and simplify things like advertising, analytics, audience measurement and digital rights management.

Specifically, Adobe SiteCatalyst, Adobe Pass, Akamai Media Analytics, comScore Media Metrix, FreeWheel, Google DoubleClick for Publishers, Nielsen VideoCensus and Google Widevine are all pre loaded into the SDKs. Additionally, there is built-in support for mixed video types, automatic buffering and customizable video controls and layouts for a more personalized look and feel.

As noted above, plenty of companies waffle on hybrid vs native, including huge companies like Facebook. For Brightcove, the process probably went like this. They talked to their customers who were themselves not 100% sure which way to go, and so the company went with the hybrid approach. Now it's the end of the year, companies are looking at their numbers over the holiday break, and they are consequently a bit more vocal about which direction they'd prefer Brightcove to go.

Brightcove makes the switch because its customers wanted it. However it went down, Brightcove has little choice now but to be all in on native apps. Perhaps it can bring back the hybrid approach in a few years when the app market settles down a bit.