As an example, our Squeeze customers and our core/target market segment generally are not video destination sites that need to directly monetize the videos themselves; they have told us that they are not looking to add advertising to their videos.
Instead, existing Squeeze users and other video professionals and SMBs have told us that they want -- and need -- to use Internet video to monetize what really matters -- i.e., their businesses! Their Internet videos themselves are the advertising! This core market wants to use Internet video to showcase their goods and services (as an example, a wedding videographer) in order to market more effectively and attract new customers, sell more goods and services (e.g., be hired as a wedding videographer), better educate and engage with their customers and potential customers, and create an ongoing relationship with their customers. That is the ultimate power of Internet video for them! (For a deeper discussion of this "right" way to think of the Internet video monetization question for 99% of businesses on the Internet -- i.e., Internet video's unique power to monetize businesses themselves -- and the fundamental misunderstandings surrounding this issue of monetization, check out my earlier blog post that is linked here.)
We are laser focused on this massive "middle" market of video professionals and SMBs that largely has been ignored up to this point. We built Sorenson 360 based on the actual, identifiable and verifiable needs and wants of real existing customers. And, once we built it, we went back to our base to get their feedback -- the good, the bad, the ugly. Then, we went back again -- and built and refined some more. In other words, unlike all other services, we aren't starting from scratch -- we aren't starting from "patient 0" who serves as a test subject until something just kinda' works. We have an established massive user base that is hungry for this solution ... and hungry for that solution from us. We have the customer interaction, dialog, and surveys to prove it.