Mobile move
"Not being certified could mean issues with playback, user experience, etc," said Bierstein. There are different levels of DivX certification, but OEMs get access to extra features, such as fast-forward, subtitles, etc. They also get the SDK, OS agnostic help with integration and a test kit.
Noting the Galaxy Tab being used as the exemplar device, we asked how big a deal the tablet market is for DivX. "The mobile device market is still developing, especially with regard to video," said Bierstein, but made it clear that DivX sees tablets as a massive opportunity and is keen to establish itself quickly.
While the level of compression is about average for a video codec, fully licensed DivX integrated into the silicon can offer an additional 30 percent power saving. So it was no surprise to hear that Qualcomm is a major licensee, as well as Samsung, LG, Motorola and Pantech. Right now Android and Symbian are the two mobile OSs you're most likely to fnd it on.
The other USP Bierstein was keen to highlight is continuity of user experience across devices and platforms. "Our fastest-growing area right now is digital television," he said. One innovation we're starting to see in this area is digital downloads sold bundled with DVD/Blu-ray. These are DRM-protected, of course, but you can register up to six devices to play them back on.
While I came away from our interview with a much better idea of DivX's business model, and what it offers tech manufacturers, I'm still not sure what I make of it as a consumer. The DivX logo might possibly be a deal-breaker if I'm choosing between two devices that are otherwise identical, but that's about it.
However, in talking to me DivX was trying to communicate with OEMs as much as end-users. If it succeeds in persuading the industry that it's the default video codec, then it won't matter what end-users think, because they'll get it regardless.
