One good thing about Google is that unlike arch-rival Microsoft it doesn’t sit on its butt milking the cash cow without adding any value for customers.
Google continues to innovate in fields it has almost 90% of the market and despite that it doesn’t show any sign of abuse. On the contrary, the free service has become ‘bread and butter’ for a lot of creative people.
YouTube dominates the video service and yet Google continues to make it better. When 3D was hot, Google offered 3D capabilities in YouTube videos and now Google is working on 4K in YouTube.
According to reports YouTube will demonstrate 4K videos at the upcoming CES. That’s not the best news, the best part of this story is that Google will do it using it’s own open sourced VP9 technology. Google acquired the technology from O2 and open sourced it. Google started offering the codec on royalty free basis to vendors to boost adoption.
Google has also learned the hardware partnership game and has already roped in hardware partners to use and showcase VP9 at CES. According to reports LG (the latest Nexus maker), Panasonic and Sony will be demonstrating 4K YouTube using VP9 at the event.
VP9 keeps FSF happy, users happy, content providers happy, carriers/ISPs happy and hardware vendors happy.
Google today announced that most leading hardware vendors will start supporting the royalty-free VP9 codecs. These hardware vendors include major names like ARM, Broadcom, Intel, LG, Marvell, MediaTek, Nvidia, Panasonic, Philips, Qualcomm, RealTek, Samsung, Sigma, Sharp, Sony and Toshiba.
VP9 is beneficial for everyone as it makes the codec available to vendors for free of cost – thus boosting its adoption compared to the non-free H.264/265. At the same time being Open Standard and Open Source it also ensures that users won’t require proprietary (and insecure) technologies like Flash to view content. The third benefit of VP9 is that it can deliver high-resolutions at low bit-rates thus using less bandwidth to watch content. It means that those on slower connections will not have to wait for buffering and be satisfied with low-resolution videos. It will benefit those on faster connections as they won’t have to waste their expensive bandwidth on videos.