Streaming Media Europe 2001

Against all odds, the streaming media technology market continues to grow. This was underlined at Streaming Media 2001 last month, where the leading streaming companies faced over 4,500 visitors to London's ExCeL centre in docklands for three days of hard selling, debate and the presentation of new products and services.

As Microsoft demonstrated the streaming capabilities of its Windows XP operating platform, Real launched its impressive RealOne system, Ericsson revealed its commitment to mobile streaming standards and BTIgnite announced an aggressive move into the content distribution arena, the focus was definitely on the technology that will bring streaming to the forefront of must-have internet services.

Could these high profile moves into the reality of audio and video capabilities be the catalysts that push streaming technology into the e-business space? Will those companies a with high profile and dedicated online presence realise that they need to start investing in using streaming media as an integral part of their online offering?

Probably not. Putting the emphasis on streaming technology in the latest home operating systems will certainly demonstrate to the public on a personal level how streaming technology is practical and applicable to our everyday lives. As household names such as BT and Ericsson proclaim their undying support for the medium, business users are bound to sit up, take notice and think about implementing some sort of streaming element to their online strategy.

But this is where the industry will reach the next stumbling block. Yes, it has been noted that without compelling content, the technology will never become an acceptable part of any e-business strategy or mainstream online service. Content provision is now organising itself into a streamlined and web-savvy industry that makes sure it encodes for every platform that becomes available.

So perhaps it will be the fault of the technology that we are yet to see mass adoption of streaming services into corporate online standards. Well, no, actually, as I demonstrated earlier with my reports of the various landmark announcements at Streaming Media 2001.

What could be the problem, then? Unfortunately it looks like the market could be facing yet another Catch 22-style dilemma. The market is ripe for some high-end streaming implementations as both the technology and the content is available but, as usual, no-one is prepared to invest resources without proof that the investment will be rewarded.

How can this situation be rectified? The delay is not only damaging to the streaming media market, desperate to start shipping in quantity the products they have spent years developing and perfecting, but also depriving a potential audience of some useful and much-needed functionality.

Here's my advice to you, the end-user waiting for proof that investment in streaming technology will eventually pay for itself: STOP WAITING. The market will not move forward if everyone waits to see some example implementations. If everyone waits for someone else to move, no-one will. Get out there, use some streaming technology in your e-business strategy and see what happens. It doesn't have to be much, maybe a video conference or an audio element on your website. It won't cost you a lot, and your users will thank you more than you could ever imagine.

If enough companies experiment a little with streaming media, the result could be the inertia that the industry has been waiting for. Before we know it, streaming technology will become a staple piece of e-business strategies and the market will have begun its course towards maturity. But as long as no one spends time and effort experimenting with the latest online technology, the market won't move a muscle.

And be warned, as Windows XP et al slowly infiltrate the daily lives of desktop owners, consumers and employees are going to start expecting some kind of audio or video element to their daily online interactions.

So take the example of those companies tentatively taking their first steps into streaming media. If enough small proof-of-concept implementations appear, the rest will take care of itself. The content providers are out there. The technology is here - I've seen it. The final piece of the puzzle is for the early-adopters to get out there and prove that streaming technology can add real value to your online offerings. Go on, I dare you.