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Nevion |
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July 21, 2014 Issue |
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The Most Powerful Name In Corporate News and Information |
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High Quality Media Transport for the Broadcast Industry |
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 About
Nevion
Building on a heritage of innovation and pioneering firsts, Nevion is a leader in media transport - from the camera to the home. A result of two industry-leading companies - Nevion and T-VIPS - coming together in late 2012, Nevion fully manages all network types - with intelligence, automation and security built-in, helping customers monetise content, save resources, and open doors to new revenue streams.
Through long-term
strategic relationships with partners and customers, Nevion delivers content
for major sporting events and live TV events worldwide. Some of the world’s
largest media networks are built on Nevion technologies - including AT&T,
Arqiva, BBC, BT, CCTV, EBU, TDF, Telefonica, Telenor and NASA.
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Interview conducted by: Lynn Fosse, Senior Editor, CEOCFO Magazine, Published – July 21, 2014
CEOCFO: Mr. Bryn-Jensen, you have a great deal of experience in the industry. What attracted you to Nevion? Mr. Bryn-Jensen: When I started at Nevion and was invited in, I was attracted by the fact that the company was big enough to actually make a change in an industry that is really changing, but not too big and still agile. It was the company’s combination of size, technology, and attitude on innovation and making a change to be part of the whole industry transformation.
CEOCFO: What have you figured out at Nevion that perhaps others have not? Mr. Bryn-Jensen: Nevion as a company comes from a couple of decades of experience in what we call the traditional broadcast industry. We as a company— and this is part of what is appealing to me—realized five or six years ago that we are looking at an industry that will change over the next ten to fifteen years, possibly dramatically. By change, I mean change in terms of who is doing business with who, the business models, the products and technologies and, as a consequence, possibly the players. As a company, starting nearly a decade ago, we have spent a fair amount of energy trying to really understand how this broadcast industry will look in five, ten, fifteen years. I don’t know if we have found the answer to that but we have looked at the broadcast industry in parallel to what’s happened in the more mature IT and telecom industries, which have gone through and are still going through many of the same changes we now see happening within our industry. This change is driven by technology on one hand and also the new business opportunities that are a byproduct of these enabling technologies.
CEOCFO: What are the products and services that you are offering today? Mr. Bryn-Jensen: Essentially, we offer our customers technology that enables the transport and productivity of media—in particular, live, high-quality media. That media can be broadcast content or even broadcast-quality video and audio content for other types of applications, but it is primarily within the broadcast industry. We provide the connectivity and networking technologies needed to move content from where it is captured to where it is being distributed for consumption.
CEOCFO: What are the challenges in providing a high quality technology? Mr. Bryn-Jensen: There are three things. Content, what you view when you watch television, requires a great deal of bandwidth - massive amounts of bandwidth compared to what is required with data, email or transferring files. The amount of data and bandwidth is excessive compared to what we are used to with IT. Secondly, this content that we consume at its end point on our TV screens, needs to be transported across distances ranging from a few meters to across countries. Whether across the street or across the globe, it has to be moved without delays because it is supposed to be live. The third challenge is that the technologies needed to manage all of this networking and transport are not based on just one standard. There are hundreds of standards, interfaces and technologies that you need to be able to manage and relate to. We are always managing that complexity and making these technologies as simple as possible in terms of how you understand and operate them.
CEOCFO: Does Nevion work at a variety of levels of that whole process? Mr. Bryn-Jensen: Yes we do. We are working with both the production and delivery of television. It starts where you capture it, being a live event, LA production offices or London for the Olympics. We are working with those who produce the content, those who aggregate the content, network operators that offer it to consumers, and those who distribute it. So we work across the value chain of broadcast television.
CEOCFO: When would a company turn to Nevion? Mr. Bryn-Jensen: Every time there is a live event, a large sports event for example, the need for the products that we offer spikes. You need to establish the infrastructure to make the whole broadcast event happen. Secondly, when you have evolution in technology, similar to when television went from black-and-white to color or when television moved, and is moving still, from standard definition to high definition. Those types of major occurrences require that you upgrade all of your technology to be able to cope with that change. It could be when a broadcaster expands their channel offering, they need to expand their production capacity, for example, what is happening now in this industry is not just those more incremental expansions or even the events. We see that there is a technology shift across the whole industry. If you look into all of the industry-specific publications and listen to analysts, they talk about a paradigm shift in the industry, a dramatic shift. It is not just an evolution. It is actually the whole foundation of the industry that is changing for the next big wave that we have heavily invested in.
CEOCFO: Do companies come to you directly for your services and products or do you work through distributors or aggregators? Mr. Bryn-Jensen: We do all of that. We have approximately 135 resellers covering all corners of the world, that resell stand-alone products for us. That is one way we reach our customers in markets. The other way is working with the integrators, those who are out building systems and infrastructure. They tend to use a great deal of the solutions that we offer and they put them together to create one big solution for the customer. Then we have a selective few, relatively large customers that work with us directly, whether large television broadcasters or large telecom companies. They typically engage directly with us, even to the extent that they get partly involved in our R&D.
CEOCFO: Are there many companies that offer the depth and breadth of Nevion? Mr. Bryn-Jensen: There are not that many that offer the breadth of the specific areas where we have positioned the company - that being media transport across the whole value chain. If you look at individual parts of what we do, you will find a number of smaller or niche players who offer what we do. It is not a volume of competitors. You can count them on one hand almost within the different niches. Compared to other industries, it is not the same volume of competition, but that also reflects the size of the respective industry niches.
CEOCFO: Do your customers typically look for a Nevion product or are they looking for the best product and wind up with Nevion? Mr. Bryn-Jensen: It is a combination of both of those. We have some customers that have been working with us for maybe 20 years. They’re very loyal to what we do and they are deeply engaged in our roadmap and partly influence it. They engage with us because there is a trust that has been established over a long period of time. Now in the phase that I am describing where there is a technology shift in the industry. The industry and the market is now on the search for advice, and as a consequence, choosing to work with those who seek to have the best product position that proven technology that they can invest in, so they do both. They also find us because we have some really good references especially within the next paradigm of broadcasting, being IT centric focused. It is combination of both.
CEOCFO: How do you stay ahead of the technology, which changes so rapidly? Mr. Bryn-Jensen: It boils down to deep involvement with a selected few customers, to understand their business, their needs and then bringing those needs and engagements back into our R&D and directly to our teams. Deep engagement with a selected few customers is probably the key for us.
CEOCFO: What is next for Nevion and what might be different a year or two from now? Mr. Bryn-Jensen: I believe you will see a company that is changing from being a broadcast industry-specific player to a more IT-centric company with expertise within the broadcast industry.
CEOCFO: Put it all together for our readers. Why take notice of Nevion? What sets the company apart? Mr. Bryn-Jensen: Nevion’s vision is a world in which the technological, geographical, organizational or other obstacles to creating and delivering quality content no longer exist. In this world for example, people no longer need to be located in a particular place to contribute to the creative process. The content would be shared live between all those who need to collaborate, with the help of super-fast and reliable network and management technologies.
Over the last
two decades we have been an innovator, responsible for proven innovation
every year or so with new technologies that are either partly reshaping
aspects of what this industry is about, or deeply reshaping it. Being an
innovative company with an extreme customer-centric focus is in the soul of
the company. |
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