New content, new interactions, new growth: Video cloud enables efficient short video and e-commerce live broadcast industries

Introduction to Cloud International Cloud Summit is announced

At the 2021 Alibaba Cloud International Cloud Summit (2021 ALIBABA CLOUD SUMMIT) held on June 8, Alibaba Cloud released more than 20 products, solutions and upgrades including live broadcast solutions, and launched a new one-stop e-commerce live broadcast The solution helps merchants of all sizes around the world to launch highly interactive live broadcast channels, and further help enterprises in their digital journey.

He Ya Mingliang, senior technical expert of Alibaba Cloud Intelligent Video Cloud, shared the main trends of the video industry in recent years, as well as the two solutions of short video and e-commerce live broadcast.

New Trend: The Dilemma of Video Solutions

"Content video, interactive online" has become a dominant trend in social development, permeating people's daily life and the development and transformation of enterprises, and the emergence of the epidemic in 2020 has comprehensively accelerated "new content, new interactions, and new growth." "The evolutionary process.

According to data provided by Cisco, it is predicted that by 2022, 82% of Internet traffic will consist of video. The general public, especially the younger generation, are more inclined to use video to obtain information, socialize, and play games. During the epidemic, a large number of activities shifted from offline to online, social distancing and a lifestyle at home have promoted the development of video chat, video games, and video information flow. With the development of RTC, live broadcast, and AR/VR technology, video Has become a new way of interaction. Therefore, the public's demand for video has greatly increased, and the era of video is accelerating.

Faced with complex video production processes and diversified business scenarios, if traditional methods are used to build video services, companies often encounter the "three highs" problems of "high resource consumption", "high technical barriers" and "high operating costs" . Traditional solutions require a large amount of capital investment in infrastructure, and the construction of computing, storage, and bandwidth requires high upfront costs. However, when facing demand fluctuations, it will be difficult for companies to expand or expand services. In addition, video involves multiple deep technology tracking, such as video encoding and decoding, video transmission, video encryption, CDN (Content Delivery Network), etc. In this regard, Alibaba Cloud Video Cloud provides a comprehensive solution to solve these problems through a complete solution of Infrastructure as a Service (IaaS) + Platform as a Service (PaaS) + Software as a Service (SaaS).

face technical challenges: short video output is more efficient

Short videos have developed rapidly in recent years and are widely used in various scenarios, including community content sharing, e-commerce live broadcasts, news, sports events, and instant messaging. However, creating high-quality short videos is not an easy task. It is mainly faced with several major challenges such as high video production costs, long time consuming, lack of easy-to-use video editing tools, rapid delivery, and the ability to unify user experience.

Under the short video solution, the full-featured multi-platform SDK of Alibaba Cloud Video Cloud provides users with a simple and fast way to create short videos, which has many built-in special functions and effects. Alibaba Cloud's large-scale content distribution network (CDN) has more than 2,800 nodes in more than 70 countries and regions around the world. Through the content delivery network (CDN), even if the network environment is not good, you can quickly upload videos. Once the video is uploaded, it will be processed in the cloud. In the cloud, the video is protected by digital rights management technology and Alibaba Cloud's proprietary transcoding technology "Narrowband HD" transcoding, which reduces the bit rate while ensuring image quality, thereby achieving a high-definition experience at low bandwidth costs.

At the same time, Alibaba Cloud Video Cloud has an intelligent media asset management and data analysis system to help customers manage valuable video resources, and optimize the user’s playback experience on any device from low-end to high-end. The player SDK can provide Smooth playback experience, realize the video is opened in seconds.

Alibaba Cloud Video Cloud once provided KUMA with an efficient short video solution. As the leading mobile social platform in the Philippines, KUMA used to be live broadcasting. After seeing the potential of UGC short videos, KUMA hopes to add relevant content to improve the quality of its community activities and APP users without spending a lot of budget. viscosity. In this regard, Alibaba Cloud Video Cloud provides a set of short video solutions to help KUMA add short video functions to their platform in a short time, and optimize the CDN acceleration link in the Philippines to ensure that it has a fast And smooth upload and playback experience.

Reconciling cost and experience: e-commerce live broadcast is more fun

Live shopping has become the second arm of retail. Alibaba's Taobao Live is a very successful example. Three important factors of e-commerce live broadcast: delay, quality and scale. Timely interaction will create deep connections for buyers and sellers; high-quality video will create a good experience for users; large-scale live broadcast events are also the key to the success of e-commerce live broadcasts.

In order to help enterprises find a balance between cost and benefit, Alibaba Cloud Video Cloud provides customized live video solutions for merchants of different budget sizes, and provides rich basic functions for online sales with minimal delay, including live broadcast playback, Product display videos are embedded in the live broadcast window, and real-time subtitle translation for cross-border live broadcasts. The solution also supports end-to-end and device-to-cloud live streaming, helping small businesses to make online sales more easily.

For the playback side, Alibaba Cloud Video Cloud provides feature-rich SDK access, supporting multiple live broadcast formats, such as RTMP, HLS, DASH, and RTS. At the same time, the video can be transcoded in the cloud through the previously mentioned narrowband HD technology transcoding and supports real-time subtitles and two-way real-time translation in Chinese, English, French, Spanish, Russian and other languages. For video distribution, Alibaba Cloud's CDN network and ultra-low latency RTS streaming protocol together provide enterprises with instant interaction between sellers and buyers. For viewers, a live broadcast with a delay of only about two seconds can guarantee the user's shopping experience. Especially in the flash sale scenario, the adaptive ABR solution of Alibaba Cloud Video Cloud can provide a smooth playback experience. The combination of instant messaging, likes and comments enhances the interactive experience, making e-commerce live sales easier and more fun.

The value of the video cloud is to create a technology inclusive of lower cost, lower threshold, stronger experience, and shared by the whole people. It has reconstructed many industries on the basis of accelerating the upgrading of digital intelligence. In the future, the digital video cloud will continue to empower more industries, and eventually will tend to develop into an underlying capability common to the entire industry.

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