At Outpost, A big part of our work is staying ahead of technology. When it comes to digital technology, the landscape is changing quickly. In that context, let me share some trends that we see, and how we are responding.

It doesn’t take a rocket scientist to see the writing on the wall (or is it the video on the web).  The face of content delivery has changed. As reported by Nielsen Online, in August 2008, broadband penetration among active Internet users in US homes grew to 91.54%.

How has this access to high bandwidth networks changed the user experience?   Take a look at the web sites of all 4 major television networks.  In a quick visit you will find that all of your favorite “television” programs can be viewed online, on demand with the click of your mouse.  We are not talking about watching shows on your computer in a tiny window within a web page, this is full screen, decent quality video compressed in a fashion that allows for fast streaming. With a decent broadband connection the content you choose will be playing on your command in a matter of a few seconds! 

If you want to wait  slightly longer many programs can be delivered in High Definition.  No longer do you need to be sitting in front of your television at 8PM on Thursday or risk missing the latest episode of your favorite “Prime Time” drama.  Broadband delivery means “Prime Time” is when YOU choose. In addition, with just a little more effort you can port your favorite show over to your television.  For a another glimpse of what the face of television will look like in the near future take a look at Apple TV.  As they state in their tag line “Apple TV redefines what your TV can do”.  This technology may not be quite ready for mainstream but it will open your eyes to the future of television.

Broadband combined with better encoding and compression also creates a whole new playing field for the independent entertainment producer.  Indy filmmakers, documentary producers, and content producers of all kinds now have the ability to get their work in front of huge audiences without the backing of the mainstream content aggregators.  The Viral nature of the internet has allowed the unknown artist of yesterday to become top of mind today.

So how about corporate america?  Nielsen Online reports that as of August 2008, 96.81% of US workers are connected to the Internet with broadband.  With that comes greater opportunity for corporations to deliver their message to more people for less money.  In the ’80’s and ‘90s it wasn’t uncommon for our clients to order thousands of VHS dubs and then they would mass mail in an attempt to get their message heard. Then came CD’s and DVD’s which allowed a more robust multimedia experience. Today as broadband takes over and the world gets smaller (and greener) delivery of almost any form of communication in a  “hard copy” is dying.  In a world where you can post your video message to the world on the internet, or show it on your mobile phone, or deliver it in an email, the demand for high quality production and innovative delivery expertise has opened the door to new opportunities. Business to business communications have been made accessible and cost effective.

At Outpost we have embraced these changes as nothing more than an opportunity to provide greater value to our clients

Robert Cecil

Vice President  Outpost Worldwide